L’industrie langagière dans l’espace francophone du Québec: réflexion sur la traduction-localisation des noms de marques

Abstract

As a consequence of the phenomenon of globalization, localization involves commercial messages, in order to adapt computing and iconic level to a linguistic and cultural translation. In this work we propose to reflect on the strategies of localization in the Francophone world, particularly in the Quebec context, whose history is also fairly recent, developing from the 60s. From this point of view the advent of television in 1952 and the founding of several creative advertising companies contribute significantly to the growth of Quebec advertising that does not want to be limited to follow and reproduce the us commercial messages. The translation of brand names represents a privileged sector of reflection in which a target text works in context of reception, often seeking a compromise between international communication, and therefore cross and local distinctiveness which is binding from a commercial and institutional point of view.