1. Researches on
Localization
Z. Nasrollahi

2. Table of Contents
Fazli
Universities
Mirshekar
Kolleili
Conclusion

3. Theses
Translation vs. Localization of
Advertising Slogans; Kolleili
2005 ATU
Localization of Computer Games in
Iran; Fazli
2009 ATU
Difficulties of Game Localization in
Iran; Mirshekar
2010 ATU
Norms Governing Localization of
Videogames in Iran; Sheikh Baha’i
ATU2012?
Website localization in iran: a
comparative-descriptive approach;
Makki
IA
USR
2011

4. Kolleili, B. (2005). Translation vs.
Localization of Advertising Slogans.
Dr. Mollanzar

5. Purpose
Finding Approaches and Strategies
Research Questions
1- How are the advertising slogans culturally bound and how
can the cultural aspects of advertising slogans be rendered?
2- How does translation deal with advertising slogans?
3- What is localization and how does localization deal with
advertising slogans?
4- Which one is more effective for rendering advertising
slogans, translation or localization?

6. Theoretical Framework
Skopos Theory, Vermeer
Why a ST is to be translated
What the function of ST will be
Stresses the international pragmatic aspects
of Translation

7. Methodology
Descriptive
Comparative
Conclusion
Compared
with TT
Linguistic
and
Cultural
Classificati
on
Collecting
Slogans
Procedure

8. Strategies
Word for Word
Newly Created
Localization
Literal Translation
Zero Translation

9. Word for Word
BEEM:
The best Choice ‫انتخاب‬‫بهترین‬
SAMSUNG:
Irresistible ‫ناپذیر‬ ‫مقاومت‬

10. Literal Translation
Datasheen:
A Bridge to Digital
Life
‫دیج‬‫ندگی‬‫ز‬ ‫به‬‫پلی‬‫یتال‬
SAMSUNG:
Makes life twice
colorful
‫نگ‬‫ر‬‫برابر‬ ‫دو‬‫ا‬‫ر‬‫ندگی‬‫ز‬‫می‬ ‫ی‬
‫د‬‫ز‬‫سا‬

11. Localization
Alfex:
Swiss made ‫سويیس‬ ‫ساعت‬
Morphy Richards:
3 in 1 ‫سبد‬ ‫سه‬ ‫کن‬ ‫سرخ‬
Nokia:
Serious finds fun ‫تماشا‬ ‫هم‬ ‫و‬ ‫فال‬ ‫هم‬

12. Newly Created
ACER:
Empowering People ‫خشید‬‫ر‬‫بد‬ ‫اوج‬ ‫در‬ ‫ایسر‬ ‫با‬
DFI:
Design for innovation
‫جهان‬ ‫برد‬‫ر‬‫ماد‬‫سریعترین‬‫با‬
‫تجهیزات‬‫کاملترین‬

13. ?‫؟‬
Globalization  Localization
Localization for
Advertisement
Four General Tendencies
Conclusion
Zero
Translation
Translated
Slogans
Localized
Slogans
Newly
Created
Slogans

14. Statistics on
Frequencies
Corpus Collection
Software
Classifications of
Localization trends
Improvements

15. Mirshekar, A. (2010). Difficulties of
Game Localization in Iran.
Dr. Seddiqi

16. Purpose
Investigating game localization
quality (error analysis)
Research Questions
1- Does the present game localization in Iran preserve the
linguistic aspect of the gameplay experience of the
original version of the game?
2- IF not, then would it be better if the games were left
unlocalized

17. Theoretical Framework
Skopos Theory, Vermeer
Significance of the “purpose” of translation
Deals with source text-based action
Constant attention to intended function
PURPOSE:
Creating the same game play experience
Sound natural to TT user

18. Methodology
Corpus-based
Case study
Comparative
Error
Analysis
Questionn
aire
30
students
play
English
and
Localized
Game:
Post
Mortem
Mock test
Procedure
18

19. Error
Analysis
(Hurtado,
1995)???
Contresens
Addition
Nonsens
Faux sens
Omission
Unresolved ER
Loss of Meaning
Linguistic variation

20. Contresens
It is just I wasn’t
expecting
anybody
‫فقط‬‫ز‬‫و‬‫ر‬ ‫موقع‬ ‫این‬
‫ر‬ ‫ی‬ ‫کس‬ ‫دیدن‬‫انتظار‬‫و‬
‫نداشتم‬

21. Nonsense
I’ll be in touch
with you when
I’ve made some
progress.
‫به‬ ‫کنم‬ ‫می‬ ‫حس‬
‫کار‬ ‫این‬ ‫شما‬ ‫کمک‬
‫نباشه‬ ‫سختی‬

22. Omission
I am apainter
not a detective,
not anymore,
sorry.
‫ی‬ ‫نه‬‫نقاشم‬ ‫یه‬‫من‬‫ه‬
‫آگاه‬‫ر‬‫کا‬.

23. Extralinguistic
References
I am from office of WAI
(Worldwide American
Insurance)
‫دفتر‬ ‫طرف‬ ‫از‬‫من‬‫ا‬ ‫دابلیو‬‫ی‬
‫آی‬‫اومدم‬ ‫اینجا‬‫آمریکا‬ ‫تو‬.

24. ?‫؟‬
Faux sens 
Unresolved ER 
Inaccurate Translation
Conclusion
Overall unsatisfactory
Opt for unlocalized games

25. Attaching the
questionnaire
Chapter Four
Formatting
Improvements
Error Analysis
Taxonomy

26. Fazli, P. (2009). Localization of
Computer Games in Iran;
Dr. Farahzad

27. Purpose
Illustrate Iranian game localizers’
ahievements
Research Questions
What has been going on and done in the field of computer
game localization in Iran in the past decade? (evolution)

28. Theoretical Framework
Translation and Identity, Cronin
(2006)
Computer games as package of virtual
information
Transfer a pack of “identity” to “other”
Localization to protect target culture
Localization = guardian of society’s identity

29. Methodology
Descriptive
Farahzad’s Model of translation Criticism
10 games 2001-2009
Conclusion
Classificati
on of the
findings
Analyzing
the files of
the games
Playing
movies in
both
versions
Procedure

30. Information
General
Information
Manufacturer
Title
Localization-related
information
Original language
Year

31. Corpus classification
Micro-level
Briefing and
debriefing
Dubbed Game Action
Macro-level
Cut scenes
Localized graphic
design
Localized Characters
& places
Localized Music &
Lyrics
Crack file
Localized CD cover
Localized setup
Localized ratings

32. Prince of Persia
‫ند‬‫ز‬ ‫خان‬‫لطفعلی‬
Localization of Macro-level Elements
Localized
CD Cover
Crack or
Localized
installation
Guide
Localized
Setup
Localized
Rating
+ + + +
Localization of Micro-level Elements
Dubbed Game
Action
Dubbed Mission
Briefing and
Debriefing
Cut
Scenes
Graphic
design
Character
s and
Places
Music
and
Lyrics
+ + - - - -

33. ?‫؟‬
PES 2008 most Localized
Prince of Persia Least Localized
Cutting for the purpose of
replacing by localized versions
Macro-level localization more
common
Conclusion
Producing identity friendly
game

34. Field research
Strategies for
localization at micro-
and macro-level
Improvements

35. ?‫؟‬
Strategies of dubbing
and subtitling in Game
localization
Suggestions
Genre variation from
selection to user
Persian to English
Localization

36. Thank You