LOCALIZATION OF WEBSITE VERBAL CONTENT INTO ENGLISH AS A MARKETING STRATEGY

Abstract

Purpose. Today, website localization is of utmost importance due to the global trend prevailing in modern Internet communication. Depending on the nature of products and services being promoted via web platforms, localization patterns vary in their scale and verbal means. In any case, localized versions provide customers with access to authentic sources of information about world brands. The present paper deals with the concept of localization within the scope of linguistics and verbal content management. We have made an attempt to prove the need of differentiating English-language content for each of the English-speaking countries included into the websites’ structure of localized options and to reveal the verbal means and techniques of text localization. Methodology and research materials. We have used the texts of four global multilingual websites, each of them promoting a certain type of brand. The methods applied include the contextual analysis, comparative analysis and pragmatic analysis. Results. The main results of the present research consist in describing the mechanisms of localized content creation within one website and within the space of one language, i.e. English. We have made conclusion on the relevance of website and text in particular localization into English and on the need of differentiating between two levels on which localization can be performed – intratextual and intertextual. Practical implications. The obtained results may be applied in large-scale projects of websites localization.

Keywords

• localization
• textual localization
• website
• translation
• promotion of brand
• adaptation