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Language L ocalization for the Advertising Industry

Language L ocalization for the Advertising Industry. 3 key factors to localizing your image successfully in any global market. Advertising and Your Global Image. Translation services for advertisements play a major role in new product launches

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Language L ocalization for the Advertising Industry

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  1. Language Localization for the Advertising Industry 3 key factors to localizing your image successfully in any global market

  2. Advertising and Your Global Image • Translation services for advertisements play a major role in new product launches • With corporations relying more and more on international revenues to meet sales targets there’s a strong temptation to push products into each new market as quickly as possible. This practice is consistent across industry verticals with a wide variance of success. Why is that? • The first factor is not understanding how your brand is currently positioned • The second is not understanding the specific local needs of consumers in those markets or verticals • Thirdly, not realizing translation poses the biggest challenge as it involves both linguistic and cultural adaption to the target market.

  3. Brand Positioning • The first step is to look at how you’re seen in your home town versus how your currently seen or going to be seen in your global markets. How do you do that? • Feedback from user surveys written in the local language is the best strategy. Research similar companies and be sure you understand how your company will fit in to the new market. • How is your competition positioned? How can you fill a need that they’re not? • Successful global companies keep to a similar theme and slogan in each market. Through proper localization your company will be recognitized in the face of stiff compettion not laughed at because no one took the time to optimise the content.

  4. Translation Errors • To be really effect in launching into a new market, advertising copy is generally hard-hitting, highly styalized, bold and gigantic in size. This is great if the localization process has been taken seriously. Unfortunately, localization bloopers and cultural misses happen and happen often! • There are a number of examples of poor translations in advertising copy costing major time, money and frustration. Here are a few I hope you haven’t heard of: • Braniff International Airways claimed that they can fly “en cuero.” They were talking about how comfortable the leather seats were but “en cuero” means “naked” in Spanish. • The Swedish furniture giant IKEA christended it’s new range of offices desks” Fartfull.”

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