Localization of commercials and advertisements


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60 minutes


This webinar is focusing on two aspects of localization: 1) The correct analysis and understanding of the source content. 2) The appropriate translation and adaptation into the target language.
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The skill of localization of commercials and advertisements is a good source of income because companies all over the world depend on presenting their products to the public. The better the product is presented to each target audience, the better it will sell. Inappropriate localization, i.e. poor translation and adaptation of the source content may be detrimental to the product visibility and appeal as well as the reputation of the company. Acquiring the skill of creative and appropriate localization will ensure more work in a highly competitive business thus improving the translator's position on the market.

Localization depends on the skill of understanding commercials and advertisements, i.e. the source content as well as the correct cultural representation of such content to a target audience so that the projected audience response to the localized content will be as expected.

This webinar is focusing on these two aspects of localization so that one part of the webinar will include work on the strategies needed in the process of analysis whereas the other part of the webinar will be directed at illustrating how to successfully localize content presented in commercials and advertisements.

The analysis strategies are an important aspect of the localization process because not all content presented in commercials and advertisements is immediately appropriate to be localized. Some content might be inappropriate due to cultural issues including politics, religion, tradition, etc. In such cases, a commercial or advertisement will have to be adapted at several levels, the semantic one being the least of the problems. The first part of the webinar will deal with the strategies that support the analysis of content to be localized.

The actual localization of the content which includes steps, such as adaptation and transcreation will be dealt with in the second part of the webinar. The difference between localization as a strategy, translation and transcreation as processes and adaptation as a technique will be dealt with in more details and illustrated by relevant examples.

Upload Date

May 24, 2018

Trainer Bio

Jasmina Djordjevic - Jasmina is an Assistant Professor with a PhD in Applied Linguistics (English Language), and an appointed and sworn translator, native in German and Serbian as well as close-to-native in English. She teaches Legal English, Translation Techniques, Consecutive Translation, Culture in Business Communication at the BA level and Intercultural Communication and Translation as well as Consecutive and Conference Interpreting at the MA level. Parallel to her academic career, she has been developing her translator and interpreter career for the last 17 years. Now she is trying to contribute to the profession by coaching her students to become good translators, interpreters or teachers. She has written many articles and a few books, two of the most important ones being 'Translation in Practice – Written and Consecutive' and 'Scientific, Professional and Official Translation', which consists of two volumes, one is a theoretical overview and the other is a workbook. Her primary objective is to offer valid and tested teaching/ learning techniques for students training to be translators and interpreters. Jasmina's extensive and elaborate academic and professional record shows highly developed standards needed in the translation and interpretation business.

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