The Translation of TV Commercials. Degrees of Localisation

Abstract

The paper aims at featuring some current advertising trends and their effect upon the re-mapping of translation strategies. Addressing the field of advertising from a translation-oriented perspective, we seek to look into how TV commercials’ relocation is tackled in view of the unity in diversity socio-cultural context and to investigate the cultural intake. Hence, we set out to establish to what extent broadcasted stereotypes are disseminated via translation. Special attention is paid to the role of the cultural variable and the translation of culture-specific elements in terms of localisation and glocalisation. To shed some light on the issue of stereotyped interfaces and the overcoming of cross-cultural barriers in the translation of TV commercials, we embark upon a specialised corpus-based analysis of a set of “globalised” commercials by means of dedicated software.

Keywords

• CAT tools
• cultural variable
• glocalisation
• localisation
• translation strategies