Localization and Translation in Advertising.docx

These two categories of people have different

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instance, most countries have two sets of populations, the urban and rural. These two categories of people have different economic practices. Those who are based in rural areas are likely to be involved in the agriculture-based economy while those who are living in urban areas have diversified economy. Localization of advertising needs to consider how a product or service can be advertised to the two groups and at the same time maintain the primary goal of the advertisement. Localization from economic perspective ought to consider all factors of productions such as labor, capital, land, and entrepreneurship. On a broader consideration, it is also essential to research on the economic power of the intended audience t. For instance,
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LOCALIZATION AND TRANSLATION IN ADVERTISING 7 advertising a product to a widespread group of people should be different from lower class or upper class. The argument behind this hypothesis is that their reactions vary depending on their ability to afford the products or services advertised. The economic component includes policies which have been put in place by the government to regulate the economy. Localization of advertising should reflect these economic policies and subsequently comply accordingly. Variance between the locale's financial framework and the advertisement brings a divergence from the intended goal; therefore, failing to create an impact on the people targeted. Before advertising, it is essential to research on tastes and preferences of the populace focused. Analysis of on their consumption traits can be done to figure out how to localize an advertisement to fit the context of that particular locale. Functional Components Localization of advertising ought to relate to functional components within the targeted locale. A perfect example is changing the contacts and addresses information to fit those of the focused area. Since Coca-Cola and Apple Companies are multinationals, they cannot use the same addresses or contacts in China and Britain or the USA. In most cases, significant multinational companies like them have local branches, and the connections and addresses used within particular locale are for those departments. Functional components include time, geographical location, and weight measurements. Localization of advertising should reflect on the most related terms. Mitigation can be done through translation of the advertisement to fit the context of the audience or locale targeted. A good example of weight and size will be on the usage of grams an ounce. In some parts of the
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LOCALIZATION AND TRANSLATION IN ADVERTISING 8 world, grams are majorly used to measure pressure while in other parts; the most applied term is the ounce. These differences need to be localized to fit the usage of the local people. Other Components There are other components which are equally essential and ought to be considered while localizing the advertisement. Some factors such as colors used in commercial, the style of presentation, graphics, and nature of images among others may appear unimportant; however, they are crucial when determining how to localize the advertisement. These factors are primarily
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  • Summer '16
  • tom mboya
  • Economics, Advertising, The Land, Internationalization and localization, Translation and Localization of Advertising, Localization of Advertising

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