Translation or Localisation?

[Khalid Al-Shehari]

Hi Dears

If we assume that all the global brands make their advertising first
in international forms, how then these ads are going to be
transferred to other languages (e.g. English-Arabic)? Are they
translated or localised? If they are translated, are the
anti-cultural images, for instance, manipulated by the translator? or
by an advertiser? If by the translator, then the process of transfer
belongs to "translation", but if it is done by an advertiser, the process belongs
to "localisation" or something else.

I'm looking for any ideas that can help understanding the differences
between "translation", "localisation", "globalisation" and
"internationalisation", in the contex of advertising.

Thank you in anticipation.
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Khalid Al-Shehari
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Email: khalid.al-shehari at stud.umist.ac.uk
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