The Dubbing of TV Advertisements in the Context of Standardised Marketing Strategies

Abstract

Making people from social contexts as diverse as those of the US, Spain and China, for instance, buy and use the same lipstick brand or the same fragrance, no matter where they have been produced. This is particularly true in the case of multinational companies whose marketing activity relies on standardisation strategies. With regard to the translation of TV advertisements, the most common language transfer methods used are subtitling and dubbing, depending on the country or the language community where they will be broadcast. In terms of professional behaviour, while translators working on films, TV shows and documentaries tend to conform to a set of principles which are generally accepted, the translation of advertising seems, in principle, not to follow any common guidelines.