Localization in Advertising : Case Study of Switzerland

This thesis provides an insight into the multilingual advertising world of Switzerland. It focuses on different advertisements by 20 Swiss brands to see how the process of localization and translation is carried out. All of these advertisements appeared in the three main linguistic regions fo the country, and were therefore created in a German, a French and an Italian version. The analysis considers the localization of both the textual and non-textual content of the commercials, and is supported by the results of a questionnaire sent to the companies whose commercials are analyzed