Microsoft Word Tezisler Tercume 2009 2010 2011. doc

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But it is also obvious that the risks of a forced standardization are not insignificant. 
The relevance and the influence of the local culture are still very substantial in 
numerous countries around the globe including in Western Europe. It is indeed very 
risky not to adapt communication to some local markets especially in countries where 
the cultural tradition is still very present. 
Faced with a potential failure, which can have serious sequels financially speaking, 
the trend towards localization is gradually gaining ground. But what does it really 
entail in the advertising field? 
Localization of international advertising campaigns consists of adapting the com-
pany's communication to the specificities of the local environment of the hosting 
countries targeted by the campaign. 
This local environment could be divided in several components to which the 
localizing translator must pay careful attention: 
.  The socio-cultural component: which includes the local particularities stemming 
from religion, mores, social and commercial habits, rules of conduct and ethical norms. 
In short, this component is related to the main features of the hosting culture and 
society. 
.  The politico-legal component: which includes the local particularities stemming 
from the nature of the political system, the stage of opening onto the world, the res-
trictions imposed on advertisements and the regulations related to information and 
to certain products (such as spirits and tobacco). 
The localization of advertising campaigns consists of adapting the company's 
communication while taking into account the above-mentioned parameters. The re-
levance and influence of these parameters are certainly varied according to regions 
and countries but overlooking them leads undoubtedly to the failure of the campaign. 
In this context, the translator plays a key role in the adaptation of the communi-
cation campaign. Beside his role as a translator of the speech - strictly speaking - he 
must make sure that the socio-cultural restrictions, which could be problematic in the 
advertising transfer, are taken into consideration. 
The issue, which is at the heart of multilingual communication in this globalized 
era, is about managing cultural differences between the different hosting countries 
of a single advertising campaign. 
I shall try to explain briefly the terms of the problem and the diverging points of 
view of the parties involved in this process concerning specifically the cultural issue. 
First of all, we have the sponsors of the ads (in other words the producers of 
goods and services) who champion an offensive approach with a very peculiar con-
ception of culture stating the following: culture is "global"; it is American and global 
based on international icons and standard messages. 

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«TƏRCÜMƏŞÜNASLIQ VƏ ONUN MÜASİR DÖVRDƏ ROLU»   IV Respublika tələbə elmi-praktik konfransı 
 
 
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Then we have the point of view of communicators/advertising executives who 
consider that communication applies for a particular public viewed as a "target" and 
known as the "target audience". For them, culture is defined as the culture of a trans-
national group of consumers having the same life style and similar consumption habits. 
And finally, we have the point of view of the ads translators/localizers. As lin-
guistic and cultural go-betweens, translators are, by principle, in a mediation position 
that allows them to see the problem from the conciliatory and flexible angle of in-
terculturality. 
I shall give here a few actual examples of the intercultural approach of translators 
within the framework of international advertising. The recurrent question for them 
being: how to convey a single message written in two different languages without 
losing neither the spirit nor the identity? 
"The management of the other", which is what international advertising is all 
about, will be a challenge for the translator/localizer at varying levels related to the 
different parts of the advertising message namely: the image on one hand, and the 
text on the other. Within the latter (the text of the ad), one can recognize: the brand 
name, the slogan or the catch line and finally the caption. 
Every part of these could be a problem when transferring it from one language to 
another. And every one reflects a facet of the cultural issues. 
To understand the stakes of the problem, one should think in semiotic terms, 
that is to say that culture is embedded in linguistic, plastic, graphic and pictorial signs 
that constitute the message. 
For the sake of convenience, we are going to distinguish between the advertise-
ments that have been graphically adapted and those that have been adapted textually 
before looking into the relation between the text and the graphics which is an essential 
element in advertising. 
The adaptations in content and form that we are going to see are typical examples 
of the cultural problem in the field of advertising. 
The first example of international advertising is what we can call the "graphic 
adaptation". In this advertisement for the perfume Tuscany, there was a transformation 
of the ad's framework. The image background was adapted to the socio-cultural en-
vironment of the hosting country. The substitution of a Mediterranean type "street 
scene" for an "Italian" type family scene is not insignificant. It aims at adapting the 
semiotic elements of the original iconography to the imagination of the targeted 
Arabic consumers and to life scenes that are more common in Arab societies. 
In brief, the observed adaptations of the advertising image can be divided in 
two categories: on one hand, the adaptation of the meaning related to the background 
in the different ad's versions. On the other hand, the adaptation of the relation between 
the chosen background and the product in question. 

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