
Contents
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18.1 Introduction 18.1 Introduction
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18.2 Setting the scene: localization versus translation 18.2 Setting the scene: localization versus translation
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18.3 International territories and global tribes 18.3 International territories and global tribes
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18.4 Localization as a business model 18.4 Localization as a business model
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18.5 Cultural models: quantifiable analyses and tickable boxes 18.5 Cultural models: quantifiable analyses and tickable boxes
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18.6 Conclusion 18.6 Conclusion
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Further reading and relevant resources Further reading and relevant resources
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18 Advertising and Localization
Get accessChristophe Declercq graduated as a translator at Lessius, Antwerp. After positions at Lessius, Blondé, Decathlon, and Yamagata Europe, he became a lecturer first at Imperial College London and later also at HIVT, University College Antwerp. He has been a visiting lecturer at various universities in the UK, France, Belgium, and the Netherlands. He works as a freelance translator mainly for Golazo Sports Management, and works closely with SDL and ITR (International Translation Resources).
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Published:18 September 2012
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Abstract
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.
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