AD in China at the crossroads: a set of guidelines for localising AD scripts from Spanish into Chinese

What is it about?

This article presents the development of a set of guidelines for localising AD scripts from Spanish into Chinese, resulting from triangulating a corpus study comparing Chinese and Spanish ADs, interviews with Chinese AD providers, a reception study with end-users, and participant observation through a field study. Additionally, it discusses three controversial elements related to AD scriptwriting, along with four norms that guide the script writers' decision-making process, which must be considered when localising AD scripts in Chinese. It concludes with a summary of the localisation guidelines.

Featured Image

Why is it important?

Because it is the first study of this topic with this language combination.