LOCALIZATION OF ADVERTISEMENTS: TRANSLATION OR CULTURAL MAPPING?
LOCALIZATION OF ADVERTISEMENTS: TRANSLATION OR CULTURAL MAPPING?

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 story telling, but only this latter will be given more attention. Advertisements will be analysed 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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