Translation vs localization: differentiating between the terms (as exemplified by movie posters)

The article discusses the terminological status of localization in Translation Studies and its relation to the notion of translation per se. It provides an overview of approaches to defining localization in the industry and in the Translation Studies community. The undertaken comparative analysis of original and localized movie posters aims to bring out the specificity of localization as a particular kind of adaptive transcoding in mediated interlingual and intercultural communication.