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Localization of Advertisements

We all know that localization is important. Because it will be more relevant to the people looking at the ad. You can even see that from online marketing. For example, I signed up for Yahoo! email using yahoo.com instead of yahoo.com.sg, just because I thought the "sg" didn't look as cool. However, the ads that I got were all related to the US, which I learnt how to ignore in time. The good news it: recently, I was given the choice to change the ads to Singapore based ones, which were definitely better and more interesting.

We've also seen the localization of musicals, which I have written about in another blog. The example was a personal experience of mine while watching the musical "We Will Rock You", where parts of the actors' scripts were changed to suit the Singapore culture.

Evidence of localization in "We will Rock You" - adapted from pegpeg.wordpress.com

1. When the lead “accidentally” knocked into one of the audience down stage, he said,”sorry lah.”

2. One of the bohemians was named,”Dick Lee“.

3. When the commanding and authoritative MOM asked whether her assistant’s threads were from Chanel, he said,”No, actually they’re from Bugis Street. You can really find some great and affordable stuffs there” (this is not the EXACT words that he said, but something of the like)

I don't know if it's me being in marketing that I notice the slightest things. Went to watch Hancock with my bf not long ago, and I realized that on the ad, on Hancock's humongous goggles are reflections of Singapore's landmarks - the Esplanade and the Flyer. See! Localization!

Esplanade on the left goggle and Flyer on the right.

A better close up of the goggles.

Now you know the advantages of localization. At least it made me take notice of the ad. Haha.
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Comments

Anonymous said…
LOl, that was pretty funny. You have to admit that was a good one.

JT
www.FireMe.To/udi
July 26, 2008 at 8:27 PM
TC said…
this idea was not bad...but the movie i don't really like it XD
September 21, 2008 at 3:27 AM
e_quinox said…
My students took the pictures of this advertisment localized for the Russian Federation. The photos were taken in the city Yekaterinburg, in the Urals, and here is the link http://tpl-language.narod.ru/hancock_ru.htm . You may write to the student who took the pictures: polidem2006@mail.ru - Polina Dyomina
October 21, 2008 at 7:33 PM
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