|Publication Type||Journal Article|
|Year of Publication||2007|
|Journal||Localisation Focus - The International Journal of Localisation|
|Keywords||cultural adaptation cultural focus, localisation, localization, reverse localisation|
This paper revises the general perception that localisation is about linguistic and cultural adaptation of digital content to the requirements of foreign markets; that localisation is successful if the origin of the material can no longer be detected. We will show that in a more and more globalised society (not just economy) publishers, and especially publishers of advertisements, play with 'strangeness' and stereotypes. For example, there are advertisements running completely in French on Irish television and radio advertisements in English-speaking countries that are completely in German (or in English with heavy German accents). Rather than adapting to the culture of the target country, rather than avoiding differences, in these cases publishers highlight the differences, focus on 'strangeness', introduce (rather than avoid) accents, embrace cultural diversity rather than avoid it - and all that to increase sales. As a complimentary, pleasant and valuable by-product, the entertainment value for the consumer increases significantly.