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Cultural Differences In Russian And American Magazine Advertising: A Pragmatic Approach, Emily Furner

Russian Language Journal

Though some may think that TRANSLATION and LOCALIZATION are two words that represent the same function, many scholars make a distinction between the two terms, and some even add a third term, GLOBALIZATION, into the mix. Translator and localization specialist Bert Esselink (1998) perhaps best defined the distinctions in these terms: Globalization […] is typically used in a sales and marketing context, i.e., it is the process by which a company breaks free of the home markets to pursue business opportunities wherever their customers may be located. Translation is the process of converting written or displayed text or spoken words …