Advertising and Localization

Christophe Declercq

in The Oxford Handbook of Translation Studies

Published in print March 2011 | ISBN: 9780199239306
Published online September 2012 | | DOI:

Series: Oxford Handbooks in Linguistics

Advertising and Localization

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Localization refers to taking a product and making it linguistically and culturally appropriate to the target locale where it will be used and sold. Within global marketing, localization is positioned alongside translation, internationalization, globalization, and standardization. Localization happens at many levels, one of which is translation. In marketing, companies approach their own corporate identities through their different advertising needs and the way they envisage their products, the world, and the various possible locales. In marketing across cultures, the issue of what actually constitutes a culture persists and is generally linked to a geopolitical territory. The advertising and success of a product is subject to both cultural and socio-economic constraints, hence the need to take into account the cultural specificity of each context when designing a marketing strategy.

Keywords: localization; culturally appropriate; global marketing; advertising; translation; geopolitical territory

Article.  4639 words. 

Subjects: Linguistics ; Translation and Interpretation

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