Localization of commercials and advertisements

The skill of localization of commercials and advertisements is a good source of income because companies all over the world depend on presenting their products to the public. The better the product is presented to each target audience, the better it will sell. Inappropriate localization, i.e. poor translation and adaptation of the source content may be detrimental to the product visibility and appeal as well as the reputation of the company. Acquiring the skill of creative and appropriate localization will ensure more work in a highly competitive business thus improving the translator's position on the market.

Localization depends on the skill of understanding commercials and advertisements, i.e. the source content as well as the correct cultural representation of such content to a target audience so that the projected audience response to the localized content will be as expected.

This webinar is focusing on these two aspects of localization so that one part of the webinar will include work on the strategies needed in the process of analysis whereas the other part of the webinar will be directed at illustrating how to successfully localize content presented in commercials and advertisements.

The analysis strategies are an important aspect of the localization process because not all content presented in commercials and advertisements is immediately appropriate to be localized. Some content might be inappropriate due to cultural issues including politics, religion, tradition, etc. In such cases, a commercial or advertisement will have to be adapted at several levels, the semantic one being the least of the problems. The first part of the webinar will deal with the strategies that support the analysis of content to be localized.

The actual localization of the content which includes steps, such as adaptation and transcreation will be dealt with in the second part of the webinar. The difference between localization as a strategy, translation and transcreation as processes and adaptation as a technique will be dealt with in more details and illustrated by relevant examples.



The session will be in English but tips apply to other languages as well. Source language examples will be provided in English whereas the target language equivalents provided in the examples will be mainly in German and Serbian. The examples have been excerpted from authentic material the trainer has been translating for almost 20 years (Confidentiality and Non-Disclosure Agreements will not be violated). Examples can be introduced during the session in other languages as well depending on the candidates' language of translation.

- Freelancers starting in the translation industry.
- Experienced freelancers who want to expand their clients database.
- Established professionals who want to add a new area of expertise to their profile.

In this webinar participants will learn how to:

- Analyse commercials and advertisements.
- Understand the difference between localization as a strategy, translation and transcreation as processes and adaptation as a technique.
- Recognize and identify content in commercials and advertisements that need particular attention.
- Decide on the appropriate technique for the successful localization of a commercial or advertisement.

Candidates should have solid knowledge of the English language.

Candidates are kindly advised to have a pen and a notepad ready for the practical workshop examples in the webinar.

The agenda of the course will be as follows:

1. Workshop session focusing on the first aspect: Examples & practice (35 min)
2. 5-minute break
3. Workshop session focusing on the second aspect: Examples & practice (40min)
4. Q&A 10 min

All the material needed for this webinar will be included in the presentation.

Price: 35.00 USD
Click on the buy button on the right to purchase your seat

Participation fee includes unlimited access to the recording and handouts provided by the trainer.

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Where can I find a certificate of attendance?

A certificate of attendance can be issued upon training completion and as per your request. A certificate of attendance can be downloaded at http://www.proz.com/profile/?show_mode=standard#trainings

 Jasmina Djordjevic    View feedback | View all courses

Bio: Jasmina is an Assistant Professor with a PhD in Applied Linguistics (English Language) and an appointed and sworn translator, native in German and Serbian as well as close-to-native in English. She has taught Legal English, Translation Techniques, Consecutive Translation, Culture in Business Communication at the BA level and Intercultural Communication and Translation as well as Consecutive and Conference Interpreting at the MA level. Parallel to her academic career, she has been developing her translator and interpreter career for the last 23 years. Now she is trying to contribute to the profession by coaching students to become good translators, interpreters or teachers. She has written many articles and a few books, two of the most important ones being “Translation in Practice – Written and Consecutive” and "Scientific, Professional and Official Translation", which consists of two volumes, one is a theoretical overview and the other is a workbook. Her primary objective is to offer valid and tested teaching/ learning techniques for students training to be translators and interpreters. Jasmina's extensive and elaborate academic and professional record shows highly developed standards needed in the translation and interpreting business.