Description

Introduction Translational processes are becoming more dynamic owing to the digital revolution, globalisation and the increasing consumer awareness. Theories that can evolve from the dynamic practices are to be documented enabling further research in this area. The present study examines localisation of TV commercials as a translational process. It analyses the basic concepts like ‗Text', ‗Source Text' and ‗Target Text' and correlates them with the rapidly changing practices in translation of TV commercials. Though ‗text' comprises the components of the audio as well as visual including verbal and nonverbal communication, translation of commercials has always happened within the restricted purview of linguistic aspects. Voiceover, dubbing, subtitling, etc., are modes in translating the language part. Different turns that have taken place in Translation Studies have also examined the cultural, social, empirical, post colonial, gender related perspectives within the scope of verbal language. There is a drastic change in this situation, in case of localisation of TV commercials, where translation practices are not happening ‗from' one language ‗into' another language. As goods and services are crossing geographical boundaries in the wake of globalisation, people from different geographical areas are getting added to the consumer world, posing challenges related to multicultural requirements. This situation played a key role in localisation of TV commercials. The process of localisation can be more cost effective when compared to that of making a different commercial for each locale. It can also help in maintaining.