Translation And Localization Strategies In Automotive Advertising Of Multinational Companies In Russia

Abstract

The paper deals with the way multinational automotive companies incorporate their values and goals through different advertising approaches in local markets including Russian, how they adapt to cultural, social and economic conditions. The authors discuss localizing strategies and potential effects of advertising texts, as well as common techniques, nonverbal presentations and verbal transformation used by localizers to overcome incoherent marketing needs of different countries. The paper focuses on such concepts of advertising and localization as adoption strategies alongside such processes of globalization, internationalization and standardization. The relevance of advertising localization for the successful marketing of automotive products has been proved as it plays the major role in adaptation of the text to the cultural realities and social and economic environment. The work presents examples of source texts in French and localized texts in Russian with subsequent translation into English and their linguistic analysis. The study of the language features inherent in advertising on multinational automotive companies` websites has been conducted; the transformations made by the translators of the advertising and localization strategies for the Russian-speaking audience have been revealed).

Translation and Localization: Frequent Arguments through Asymmetric Binoculars

“…The term has also been used as a general concept and as a professional title (Gouadec 2003;Froeliger and Ladmiral 2010;McDonough Dolmaya 2018;Quirion 2003), as a reduced task describing the person who works on chunks (Pym 2005), or as an alternative to the term 'translator' who is often called a "language localizer" (Mousten 2008, 36). The terms 'translator' and 'localizer' are sometimes used interchangeably (Popova and Stepanova 2018) or together in a more flexible and general way as "translators/localizers" or "translator- Based on the discussed terms, there has been a tendency in TS to merge the profiles or to use hyphenated ones instead of distinguishing the translator's position in the process. It is true that linguistic-technical profiles exist in localization (e.g., engineers with linguistic competences, linguists and translators with technical competences, or marketing and law specialists speaking the local language).…”