Localisation/localization is the cultural adaptation of a text, as opposed to simple translation.

When localising a text, the translator also acts as a copywriter, with the aim of finding the equivalent of each phrase in the target language, rather than sticking purely to the denotative meaning of the words.

The purpose of localised text is to stir the same emotions and generate the same feelings as the source text does for speakers of the source language. Localisation services are mostly used in Marketing, Advertising and Public Relations, usually for slogan, brand name or keyword localisation, and other similar types of text.