What Is Campaign Localization?
WHAT IS LOCALIZATION?
Localization is taking the cultural, social and behavioral characteristics of the target language-speaking society into consideration in the process of adapting the source language text to the target language.
Localization is not a literal translation of the source text into the target language but rather an adaptation. The meaning that’s intended to be emphasized with the words and sentences in the source language is adapted considering the language and usage characteristics in the region where the target language is spoken. Thus, a number of arrangements are made in order for the text to be more comprehendible for the readers.
HOW SHOULD A TRANSLATOR LOCALIZE?
Localization should be evaluated from a perspective that is fundamentally different from a basic translation service. Professionals providing services in this field must execute localization services with a distinct and creative translation strategy.
For the localization process to be successful, it is necessary to embrace a more specific and local language than that used for translation, and the work should be carried out by translators who are competent in the field.
THE PHASES OF THE CAMPAIGN LOCALIZATION PROCESS
- Product analysis
- Description of the target audience
- Globalization of the advertisement
- Adaptation of advertisement elements to local culture
PRODUCT ANALYSIS
This is a phase that rather concerns the advertiser. However, it’s also significant for the translator conducting the localization to work on familiarizing themselves with the product towards their goal.
Through this work, they will recognize what to localize in accordance with the target audience.
DESCRIPTION OF THE TARGET AUDIENCE
What the campaign owner’s company wishes to deliver should be localized paying attention to the local characteristics of the target region. These local characteristics can be listed as follows: Socio-cultural elements (religion, traditions, ethical norms, etiquette), political elements (quality of the political system, worldview, legal restrictions on advertisements, prohibitions).
