Customer Name: Mercedes-Benz
Customer Sector: Automotive
We have been providing Mercedes-Benz various services such as website translation, localization, subtitle translation, and transcription. In this case study, we explained how transcription localization is conducted.
Localization Process of Mercedes-Benz Automotive Marketing Videos and Website into Turkish
- The first thing we do is to read and analyze the transcript. Then, we watch the video to have a general idea about the content.
- Secondly, the document is examined in detail with a focus on its language. For instance, the tone of the language. This is one of the most important linguistic features since Mercedes-Benz has a unique language use. And their style must be translated without losing its effect. It must evoke the same feelings in the target audience. In transcription projects, we usually prefer a daily, fluent, and clear language.
- Another feature is the terminologies used. Words that have a technical meaning are detected and their correct equivalents in the target language are used. This step is crucial in terms of the quality of the work.
- Detailed preliminary research is conducted. The research involves an examination of various sources such as the company’s website, similar vehicle advertisements, and texts written about the relevant vehicle, etc. This step is very important with regard to consistency. It affects not only the process of translation but also its quality too.
- After these steps, the translation process is started by taking into account the cultural preferences of the target audience. The target audience may vary according to the content of the video.
- For instance, we have localized a video about the introduction of G-Class, whose vehicles mostly work with electric power. Since an electrically operated car has been a dream of mankind for a long time, the video took place in an imaginary future. From this, it is understood that their target audience was people that are interested in innovative ideas. As a result, the tone of the language in the translation was shaped accordingly: incentive and attractive.
- During the process, the company’s global advertisement strategies are taken into account. In an advertisement project, the translation process can be maintained in communication with the company’s advertising strategy consultants. By doing so, we ensure that the company’s prestige in the global market is maintained.
- Finally, the final translation is edited by an editor with experience on Mercedes-Benz projects. Final reviews are made. And the project is ready to be sent.
In conclusion, the main objective of these projects is to localize the transcriptions with a focus on the cultural preferences of the target audience. When the localization is done, we review the work in terms of meaning and context. We do not skip any of these steps during the localization process. As a result, we ensure the best translation for the client’s needs.
