Localization and Translation in Advertising.docx

This means using widely accepted forms of language

Info icon This preview shows pages 5–7. Sign up to view the full content.

through globalization. This means using widely accepted forms of language, emotional elements or principles which are recognized and acknowledge by a more significant number of people. Another way is to be vague on matters which are highly emotive. This is crucial when the targeted locale is made up of people who subscribe to different beliefs and ideologies; precisely within the context of religion. Political and Legal Components Localization of advertisement must always consider political and legal components of the particular locale. These are the most basic entails of a successful ad. The social structures are intertwined with political and legal frameworks; and while localizing the advertisement, it is essential to consider the impact which it can cause, as far as legality and political correctness are concerned. Research should always be conducted to determine the general political and legal environment of such locale. Political components are more or less like the social and cultural. They influence the general perception of the people within that locale. A good advertisement must be able to fit into the mainstream context or avoid any association which may cause conflict with the people within that area. Most societies are polarized by their political diversities. Localization of advertisement ought to put this into consideration through ensuring that it does not cause political conflicts among the locales. There are numerous examples whereby publications failed to capture the current political elements within the society. The effects of this became catastrophic to not only the sales of the advertised goods or services.
Image of page 5

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

LOCALIZATION AND TRANSLATION IN ADVERTISING 6 Legal components are also essential. While advertising, it is crucial to review the legal framework of the intended locale. Through localization, the advertisement can be fitted into the context of regulations and laws governing the people within that area. It is not only essential while advertising, but also when selling the advertised product in that market. There are numerous cases whereby the multinational companies failed to consider the aspect of laws and regulations; leading to incurrence criminal liabilities. The reason why localization needs to an emphasis on the legality of advertisement is due to consequences which can bring to the product and services advertised and also the company. From consulting with the legal framework of a particular locale, a company intending to market their products will ensure that they are dealing with a legally accepted product or services and at the same time advertising the same as per the laws and regulations of that jurisdiction. Economic Components The economic factor in the localization of advertisement cannot be ignored. Different locales throughout the word comprise of economic diversities which influences their views on particular products or services. While localizing ads, it is essential to consider this aspect. For instance, most countries have two sets of populations, the urban and rural. These two categories
Image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.
  • Summer '16
  • tom mboya
  • Economics, Advertising, The Land, Internationalization and localization, Translation and Localization of Advertising, Localization of Advertising

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern