Multimedia and Advertisement Localization: Best Practices

Translation and localization of multimedia content and promotional/advertisement materials also require identification of and adaptation to the target audience. On the other hand, localization strategies target a specific group of potential customers and consumers in the target market. A professional LSP takes the following points into consideration when offering translation and localization services for multimedia and advertising content:

• Contextual analysis: Translation and localization strategies are determined by several factors, including the type of products or services offered, brand image, benefits, and competitive advantage of the relevant products or services. The cultural context should be in line with the target culture and the target audience. Translation of advertisements should pay particular attention to nuances unique to the target culture.

• Type of media: Multi-channel or omnichannel advertising campaigns can be released in different forms, including press releases, newspaper ads, promotional literature such as catalogs and brochures, newsletters, blogs, etc. The tone and style of language to be used should be aligned with the characteristics of the corresponding advertising channel(s). For example, catalog translations may require factual information to be provided concisely while blog posts may adopt a more friendly and informal style.

• Multimedia channel: Different marketing channels may require different approaches. Translation of audio-visual elements may be supported by on-screen texts, subtitles, or voice-over. Dubbing and subtitling translators specialize in providing custom services and comply with technical requirements such as on-screen character limits, segmentation of subtitles, etc.

• Data Protection and Data Privacy: It is crucial that marketing and advertising campaigns comply with the applicable data protection regulations in the target market. E-mail campaigns and targeted ads may require additional privacy notices to be included as a standard practice. Marketing activities through the company’s website should also consider such notices for inclusion. Similarly, different regions or markets may require different regulatory frameworks, and thus such privacy notices should be adapted accordingly.

• Market research and data verification: Some advertisements may contain certain claims or assumptions about the target market. Cultural experts review the relevant data and verify that the statistics and claims are still applicable to the target market. This verification process helps global corporations improve their credibility and brand image.

• Transcreation: Provided in addition to localization strategies adopted for the target audience, creative translation or transcreation focuses on the perception of the message conveyed to the target audience. This unique process improves customer demand in different markets, for example, in case of a multilingual advertising campaign since consumers in different countries respond to different selling points or claims about a product or service.

• Awareness and Cultural Sensitivity: Today, the use of politically correct language has become even more crucial. This is why some advertisements are found offensive and cause conflict when translated for a local market. Any element of sexist, racist, or other offensive language must be avoided at all costs in addition to paying attention to any audio-visual elements that may also be perceived as offensive. In this context, a professional LSP works with cultural experts and linguists to eliminate any such undesired elements in the ad campaigns to protect the brand image and reputation of the company.

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