Neologisms and New Idioms through a Plagued World
Neologisms and New Idioms through a Plagued World

Summary/Abstract: This article proposes an analysis of some cases of advertisements localization, falling into two main categories, international brands and generic (natural) products that belong to tradition in some countries but are being spreading in some “new” countries; the prototype is wine. It is assumed that there are two different models of advertisements, product promotion and storytelling, but only this latter will be given more attention. Advertisements will be analysis taking into account either their phonetic aspects or the difficulty of translating them still keeping the identity of the promoted product. This article is more a methodological proposal than an exhaustive typological classification of advertisements localization.

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