There are several advantages of localizing advertisement by the limited time, which companies have in order to show on their services and products. In fact, selling and making profits depends on how well the main idea of service or product is introduced. By considering this significant localization is number one priority for a number of reasons.
Major companies are participating exhibitions to expand their market in abroad; the best way to be engaged in Iran’s exhibitions requires understanding Iran market and its literature such as currencies and units of measure. Localization is the process of adapting a product or content to the specific locale, market or exhibition. Farsi translation is only one of several elements of the localization process. Perfect advertisement localization for exhibition relies on a number of necessities, which it is mentioned below:
First, adapting graphics to Iran’s markets second is modifying content to suit the tastes and consumption habits of Iran markets and third adapting design and layout properly display translated text. Fourth converting to local requirements (such as currencies and units of measure), fifth using proper Persian format for dates, addresses, and phone numbers, addressing local regulations and legal requirements.
Another reason, which must be mentioned, is that localization refers to taking a product and making it linguistically and culturally appropriate to the Iran locale where it will be used and sold. As a matter of fact, localizing during exhibition in Iran not only is helpful to have a monistic introduction but also it is necessary to show the feasibility and practicality during a dynamic assessment. Within global marketing, localization is positioned alongside translation, internationalization, globalization, and standardization. Localization happens at many levels, one of them is Farsi translation. During Iran’s exhibitions, companies approach their own corporate identities through their different advertising needs and the way they envisage their products, the various possible markets. In marketing across cultures, the issue of what actually constitutes Iran’s culture persists and it generally linked to a geopolitical territory. The advertising and success of a product is subject to both cultural and socioeconomic constraints, hence the need to take into account the cultural specificity of each context when designing a marketing strategy.
The translation of advertisements has evolved during the last decade towards what is now called “Advertising Localization”. It is not a mere change of designation stemming from computer science vocabulary which it called static assessment but a radical change of perspective concerning the real nature and modes of linguistic and cultural transfer from one language into another which it called dynamic assessment. Not only localizing needs to be in detail but also, the evolution that took place in Iran, its expressions and its stakes in the profession and training of translators in the field should be specified.
As a result, within the framework of international marketing strategies, Localized advertising plays a key role. It has to resolve a dilemma, which it could be summarized in the following question: How can we have a perfect advertisement during Exhibition in Iran to different types of consumers?