Advertising Adaptation: Beyond Standardization and Translation of Ads

Advertising Adaptation: Beyond Standardization and Translation of Ads

Emrah Gülmez (Anadolu University, Turkey)
DOI: 10.4018/978-1-5225-6980-0.ch009

Abstract

In a globalizing world, global brands seek to reach consumers around the world through global marketing strategies. In order to achieve this, global advertising strategies set in global marketing strategies are very important. Advertising adaptation, which is one of the aspects of global advertising strategies, means adapting a global brand's ad for different countries. One of the main reasons why brands utilize advertising adaptation is the cultural and language differences among countries. Advertising adaptation is much more than translation of advertisements. In addition, advertising adaptation is a cultural phenomenon. In this context, advertising adaptation concept will thoroughly be analyzed in this section, and comparison of advertising adaptation with standardization, relation between advertising adaptation and translation and relation between advertising adaptation and culture will be addressed. Later on, it will attempt to explain how advertising is adapted, stages of advertising adaptation process, and types of advertising adaptation through examples.
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Advertising Adaptation

Advertising adaptation is the process of adapting the advertisement (TV commercial, print, etc.) or advertisement strategy of a global brand for another country. In other words, an adapted advertisement can be defined as the advertisement resulting from the adaptation of an international advertisement or advertising strategy by countries. In advertising adaptation, the advertisement should be adapted by considering differences in culture, economic situation, legal conditions and media (Wang & Yang, 2011, p. 27).

Adapting an advertisement is a difficult process. Because many variables influence the process. The first of these variables are the decisions made by the global brand and advertising agency regarding the translation.

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