Translation And Localization Strategies In Automotive Advertising Of Multinational Companies In Russia

¹ Volgograd State University, 400062, Universitetskiy Av., 100, Volgograd, Russia
² Volgograd institute of management – branch of Russian Academy of National Economy and Public Administration, 400131, 8, Gagarin Street, Volgograd, Russia

^* Corresponding author: olgapopovavlg@yandex.ru

Abstract

The paper deals with the way multinational automotive companies incorporate their values and goals through different advertising approaches in local markets including Russian, how they adapt to cultural, social and economic conditions. The authors discuss localizing strategies and potential effects of advertising texts, as well as common techniques, nonverbal presentations and verbal transformation used by localizers to overcome incoherent marketing needs of different countries. The paper focuses on such concepts of advertising and localization as adoption strategies alongside such processes of globalization, internationalization and standardization. The relevance of advertising localization for the successful marketing of automotive products has been proved as it plays the major role in adaptation of the text to the cultural realities and social and economic environment. The work presents examples of source texts in French and localized texts in Russian with subsequent translation into English and their linguistic analysis. The study of the language features inherent in advertising on multinational automotive companies` websites has been conducted; the transformations made by the translators of the advertising and localization strategies for the Russian-speaking audience have been revealed).