English term (edited): remove dark spots and even skin tone

To begin with, I want to address your specific query about the use of the imperative form in this sentence. I understand that you want to be faithful to the source text. Since the source text uses the imperative form, you want to do the same, but you are having some difficulty with that.

That is an excellent question. The way I see it, you don't really have to use the imperative form at all. In fact, I would suggest that you don't.

Your description of the layout is very helpful. I can almost see the picture. You characterized it as "instructions." There may be instructions on this page, but this particular sentence does not appear to be an instruction. The instructions would be what the user is expected to do when using the cream. The removal of the dark spots and the evening of the skin tone is not what the user does. It is what the cream does. It is the outcome of using the cream. This may be a title for the page and a way to introduce the instructions. It highlights what can be accomplished if the instructions are followed. In that sense, it serves as an indirect promotional statement for the product.

One wonders, why did they choose the imperative form for this particular sentence, considering that it is not, strictly speaking, an instruction? The answer is that this way of writing is part of copy writing dogma. Copywriters are taught to use what they call "strong sentences," which often means sentences that begin with direct verbs with no inflections. So instead of saying, "Removes dark spots," or "For removing dark spots," or "To remove dark spots" (which is what an uninitiated copywriter would write), they wrote, "Remove dark spots." They learn to do this in communications schools (my daughter has a degree in communications). This is so much part of the common copy writing practice in the English-speaking world that if they wrote it any other way, the editor would change it.

It just happens that we do not follow this practice in Arabic. Just because the English text uses the imperative form, the translator should not feel obliged to use the same form. What works in one language may not work equally well in another language. It would be perfectly OK to use a different form, like:

لإزالة البقع الداكنة ومعادلة لون البشرة

I am sure you grasp the meaning of the verb "to even" here. It is to make the skin tone closer to its natural appearance when the person was young(er), i.e., free of dark spots (like the ones I have) and other discolorations and blemishes. The skin is not supposed to be perfectly the same all over, like a plastic doll -- just evened out, or متعادلة.

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Note added at 11 days (2020-07-05 06:13:14 GMT)
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