Localization takes place when you adapt content to a specific location. In translation, it means that your content can be read by another in their native language with as much ease as if the information were written in that language to begin with. In other words, just translating a document does not mean that it has been localized. When it is your brand, information, or material at stake, it is important to understand the elements that separate a mere translation from the language localization necessary to maximize impact with your target audience.
Some Examples of Localized Content
Understanding excellent localization may be easier with some positive examples.
- Google is the search engine of choice in much of the English-speaking world. It accounts for only one percent of the search market in China, however. Baidu gives Chinese users the look and feel that they understand. Has Google given up? Hardly, they are working on improving the localization of their content.
- Many television and phone manufacturers compete for the French markets. Samsung is made in Korea, but they marketed themselves according to the French tastes and desires. The manufacturer stressed the artistic design and high definition of its televisions. Their phones were tailored to the French market with apps specifically designed for the French lifestyle and location of the users.
- Packaging is very important to an American consumer, even with toiletries; it is not very important at all to Chinese consumers. Proctor and Gamble localized their product marketing for Crest toothpaste by reducing their packaging costs and focusing on the flavors, which the Chinese do value. The localization not only increased their market share but cut their costs by 50 percent.
Remember, the purpose of localization is to give your text or product the impression that they were designed or written specifically for that market regardless of the language, culture, or location.
Understanding the Localization Process in Translation
Within the world of translation, localization includes a number of critical elements such as:
- Modification of grammar, punctuation, and lexical elements
- Adaptation of formality and other culturally-based items of etiquette
- Ensuring figurative language is replaced with localized idioms and metaphors
- Making sure content is culturally sensitive and relevant
- Aligning conversions such as money, time, dates, voltages, and so forth
- Formatting numbers, values, and so on according to local variations
- Verifying the text and format meet legal requirements
In order to localize content, the translator must have a comprehensive understanding of the culture, the language, and the specific field the information references. Note, in the list above, that cultural adaptations are as important to the translation as lexical and grammatical issues. Local sensitivities must be considered to avoid conflicts with culture, customs, or habits.
Some specific items that might be tailored to the local populace are references to political leaders or situations that are deemed offensive (think about China and Taiwan), animals (rats are looked upon favorably in china as is the chicken), flowers, gestures, shoes (wearing shoes inside can be taboo), gum (illegal in Singapore), meats (think about Kosher or Halal ideals, vegetarianism is also stressed in some places), smoking (banned for Sikhs), and bodily functions (what is funny or cute for some is offensive to others).
If your documents, texts, or project will be going to several locations and translated into several local languages, you might want to consider “internationalizing” it first. This is the process of highlighting or adjusting any questionable text or ideas in advance to save the translator’s time when preparing it for the local dialect. The process is most effective when done during the formulation stages of the document, but it can be done later as well. For papers that are going to be translated into multiple languages, the time and expense that could be saved through this step are tremendous.
Whether your documents go through an intermediary step or are translated straight to a local language, it is imperative that your translation service understands the importance of an exhaustive and thorough localization process.
