localization

Language localisation is a process of product translation and its cultural adaptation for specific audience. Localisation is not merely a translation activity because it involves a comprehensive study of the target culture in order to correctly adapt the product to local needs. Localisation process might include adapting graphics, using proper forms for dates, addresses and phone numbers; the choices of colors; and many other details, including rethinking the physical structure of a product. All these changes can help to avoid conflict with local culture and habits and make the product appropriate for local market by taking into account human needs and desires.
 * Indicative tables of advertising localization aspects **
 * 1) The verbal-graphic localization **
 * **Adaptations related to the product ** || **Adaptations related to the language ** || **Adaptations related to the culture ** ||
 * Brand name transcribed || Idiomatic expressions || Direct speech and the use of the imperative mood ||
 * Trade name transcribed || Metaphoric constructions || Animal metaphors ||
 * Label of origin reproduced || Comparative structures || Ethical and political arguments ||
 * Manufacturing process name literally translated || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Redundant phrasing || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Physical stereotypes ||
 * <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Testimonials reproduced || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Technical terms and compounds || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Use of English and neologisms ||
 * <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">2) The iconographic localization **
 * **<span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Adaptations related to the product ** || **<span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Adaptations related to the culture ** || **<span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Adaptations related to regulations ** ||
 * <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Size enlargement || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Retouching nudity || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Changing layouts/designs ||
 * <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Centering || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Changing the framework or colors || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Selecting relevant arguments ||
 * <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Image pairing || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Making scene or position changes || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Concealing the human body/ eroticism ||
 * <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Personification || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Substituting characters || <span style="color: #000000; font-family: 'Verdana','sans-serif'; font-size: 13.3333px;">Respecting sensibilities ||

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Examples of localization. <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">“Coca Cola” Localisation in China. <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Coca-Cola localized in brand identity for China from the following visual aspects.

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">
 * 1) <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Logo

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">As we can see there were used some localisation aspects: verbal-graphic (translation of brand name) and iconographic (changing the colors). There was also the changing of typeface.

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">The Chinese name of coca-cola: ke kou ke le

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Ke: means permission, can, may.(Same pronunciation with “co”)

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Kou: means mouth(same pronunciation with “ca”)

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Ke: means permission, can, may (same pronunciation with “co”)

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">le: means happiness(same pronunciation with “la”)

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">2. Packaging

<span style="font-family: 'Times New Roman','serif';">Localisation aspects here are: changing designs, personification (substituting characters). <span style="font-family: 'Times New Roman','serif';">Coca-Cola’s localization on the packaging is reflected in following three aspects. <span style="font-family: 'Times New Roman','serif';">(1) Stars that Chinese young people like <span style="font-family: 'Times New Roman','serif';">(2) Chinese traditional culture <span style="font-family: 'Times New Roman','serif';">(3) Significant events for Chinese people

<span style="font-family: 'Calibri','sans-serif'; font-size: 14.6667px;">3. Advertising <span style="font-family: 'Calibri','sans-serif'; font-size: 14.6667px;"> <span style="font-family: 'Times New Roman','serif';"> <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Aspects: substituting characters, adding new details (“Dragon”, “paper-cut”, “shadowgraph” and other symbols of Chinese culture). <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">The localisation process is most generally related to the cultural adaptation and translation of software, video games, and websites, and less frequently to any written translation (which may also involve cultural adaptation processes). Localisation can be done for regions or countries where people speak different languages, or where the same language is spoken: for instance, different dialects of Spanish, with different idioms, are spoken in Spain than are spoken in Latin America. Every product is localized for specific audience. But this audience specialty depends not only on nationality, but also on other characteristics such as gender, age, types of people and so on. That’s why sometime we may meet the same Ads of a product, which is advertised all over the world. And this product may be localized according not obligatory to nationality, but also to other features (For example, the international Ads of a perfume “Chanel” Dior with Keira Knightley, the localization is connected to gender, types of people, their interests).