Abstract:
Using examples extracted from the author’s work on software localization i n the field
of automobile industry (English translated into Serbian Serbia locale), this presentation centres
on the issue of polite forms of address. Since software localization relies on the resources from
linguistics, business and marketing, and informa tion technologies, politeness is considered in
relation to all three aspects: 1) as an important element of human to human approach to
marketing, whereby 2) the use of personal pronouns has to be taken into account considering
the differences between Engli sh and Serbian, and contextualized within 3) the largely impersonal
process of localization itself. The analysis of the examples aims at defining certain patterns
which could potentially facilitate practical work in this branch of translation studies.
