• Marketing Localization

    Autor: Miloš Matović 21.10.2014 Localization

    Marketing Localization

    Marketing campaigns and marketing materials are usually built around and heavily rely upon taglines, catchy idiomatic expressions, phrases or slogans that convey not only essential information about a product, but also an entire set of implied aspects of the lifestyle of the target audience in relation to a product. While a certain tagline may work perfectly in one language or culture, it may be either entirely lost in translation, or gain an unwanted offensive, absurd or downright bad connotation when translated to another. Non-textual marketing content is also subject to localization, just as colour, images or sounds may have different ...

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  • Localization of Android Apps

    Autor: Miloš Matović 14.10.2014 Localization

    Localization of Android Apps

    A massive share of over 84 percent of the world market of mobile operating systems, 255.3 million devices shipped in 2014 as of August – a 33.3% market growth in the same year, and over one billion active users are the staggering figures that show the self-evident fact that Google Android is the world’s most popular and fastest-growing mobile operating system. With Google Play, an open marketplace for the distribution of Android Apps reaching a constantly expanding base of hundreds of millions of users who download more than 1.5 billion apps every month, the localization of ...

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  • Website Localization, Translation and Globalization

    Autor: Miloš Matović 07.10.2014 Localization

    Website Localization, Translation and Globalization

    Globalization, translation and localization of a website are the three processes that will make your website ready for international audiences. Although these processes are linked, they are also separate and distinctive and concern different aspects of website building. This article is a survey of website globalization, translation and localization and the connections and differences between the three processes.

    Website globalization (also abbreviated as G11n) is the process of the design and preparation of a website to be ready for localization and translation. The aim of globalization is the creation of a generic structure that will retain the desired design ...

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  • The Funny World of Speech Errors: Malapropisms and Mondegreens

    Autor: Miloš Matović 03.10.2014 Consulting

    The Funny World of Speech Errors: Malapropisms and Mondegreens

    A malapropism (also known as Dogberryism) is a speech error created by the utterance of an incorrect word in place of a similar-sounding one. Unlike eggcorns, which are characterized by a high degree of internal logic, malapropisms are almost exclusively nonsensical and humorous.

    The word malapropism is a literary eponym derived from the name of Mrs. Malaprop, one of the characters in the play The Rivals (1775) by Richard Brinsley Sheridan. Her name was ultimately derived from the French phrase mal à propos meaning “inappropriate”.

    Malapropisms occur every day, and they are literally innumerable ...

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  • General knowledge and marketing in simultaneous interpreting

    Autor: Nicoletta Balija 30.09.2014 Interpreting

    General knowledge and marketing in simultaneous interpreting

    As every September, the town of Rovinj was a host to media and marketing professionals on yet another Weekend Media Festival. Not even the rain which accompanied the event could stop the flood of novelties and ideas that were presented to the large audience by the media and marketing industry.

    Considering the fact that this is a specific and rapidly developing sector which concerns all industries (from print media to technology, from TV subscriptions to banking), the flow of ideas, novelties and information is essential for the further development of the sector. The amount of information that is presented ...

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