How Campaign Localization Works?

GLOBALIZATION OF THE CAMPAIGN

The most important advantage of international advertising is that it executes the same communication strategies in all target countries, reducing the increase in advertisement expenses off. There are some reasons validating this approach of advertisers who choose to execute the same strategies in every part of the world.

These reasons are:

• Consumer behavior is standardized across all countries.
• A new consumer population has emerged and become widespread on an international scale.
• Global icons and themes have arisen thanks to television networks.
• In this phase, the advertisement is stripped of local elements or connotations of the source culture.
• Colors, religious symbols, local mystical elements, metaphorical icons that carry social connotations are completely removed from the advertisement so that the advertisement gains a global structure.

ADAPTATION OF ADVERTISEMENT ELEMENTS TO LOCAL CULTURE

The translator’s task starts at the point of localizing a product advertisement. At this stage, the translator is entrusted with a mission beyond the duties of translation. A translator’s job is not done after translating a written or spoken text into a target language; the translator must also adapt the discourse in accordance with the cultural and visual elements of the target language at the same time. After all this work, they should design a concluding advertisement without harming the intended effect or purpose of the initial advertisement. This action also pulls the translator into the center of the communication world, and this process is called communicational localization.

TRANSLATOR’S ROLES CAMPAIGN LOCALIZATION

• Adapting the text to the target language
• Adapting the visual elements used in the advertisement
• Rewriting the required fragments or clauses
• Preparing the technical terminology
• Regenerating a slogan in line with cultural sensitivities in cases where puns or metaphors are used. 

CAMPAIGN LOCALIZATION EXAMPLES

CITROEN C4

            «La technologie peut être fière d’elle».

            «Technology fell in love».

This       advertisement  has        been     successfully localized     in terms    of              visual/auditory and linguistic aspects. The advertisement has fully achieved       its              purpose.             The       original advertisement is not as impressive in terms of visual and auditory aspects.

AUDI

            The accessories you would never find in an Audi.

The advertisement has been very successfully localized in terms of the cultural aspect. The slogan and the visual elements in the language aspect have complemented the cultural aspect. However, the slogan “The accessories you would never find in an Audi.” was made only for the Audi advertisements in Türkiye and is not found in the original text.

FIAT/IDEA

            «Délivré sans Georges»

            «George not included»

            «Inciting Idea»

Since cultural hesitation poses an obstacle, the slogan has been completely altered. The functionality present in the original text couldn’t be achieved in the Turkish text.