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This document discusses the translation and localization of international advertising campaigns. It addresses the tension between standardizing ads across different cultures versus adapting them for local audiences. The author argues that translators play a key role in localizing ads by considering socio-cultural norms and adapting visual and textual elements to be culturally appropriate. An example is provided of a perfume ad that was adapted for the Arabic market by changing the background setting from an indoor Italian scene to an outdoor street scene in Arab countries.
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The Translation of Advertisements From Adaptation to Localization
This document discusses the translation and localization of international advertising campaigns. It addresses the tension between standardizing ads across different cultures versus adapting …