Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/28238
Appears in Collections:Literature and Languages Journal Articles
Peer Review Status: Refereed
Title: Internationalization vs. localization: The translation of videogame advertising
Author(s): de Pedro Ricoy, Raquel
Contact Email: raquel.depedroricoy@stir.ac.uk
Keywords: Cross-cultural communication, Internationalization, Localization, Videogames
Issue Date: Jun-2007
Citation: de Pedro Ricoy R (2007) Internationalization vs. localization: The translation of videogame advertising. Meta, 52 (2), pp. 260-275. https://doi.org/10.7202/016069ar.
Abstract: A study of the translation of advertising material cannot be restricted to the analysis of language transfer, as the effectiveness of advertisements is contingent upon the successful linkage of (audio)visual elements, media of dissemination and written text. This paper analyses the cross-cultural dissemination of advertisements for the video-game industry, examining commercial arguments from a linguistic and cultural perspective. It is posited here that, in spite of their apparent disparity, the disciplines of translation theory and marketing interface to a large extent in the context of cross-cultural advertising. In the global marketplace, multinationals are faced with the choice to either internationalize or localize the promotion of their products, an issue that mirrors the long-standing debate on naturalising (or domesticating) vs. foreignizing translation strategies. The conclusion reached is that the cross-cultural dissemination of advertising material is best served by adopting an instrumental approach to translation, as described by Nord (1989).
DOI Link: 10.7202/016069ar
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.

Files in This Item:
File Description SizeFormat 
de_Pedro_Ricoy_Meta_2007.pdfFulltext - Published Version1.04 MBAdobe PDFUnder Permanent Embargo    Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.



This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.