T9N vs L10N
Translation vs. Localization
Localization
Localization can be defined as the process of adapting a product, application or text to the target language in accordance with the linguistic and cultural needs of the speaker community while taking into account cultural and regional differences. Transcending “direct translation”, localization is based on overcoming linguistic and cultural obstacles present across languages. The aim of this process is to adapt the “message” in the source text to the target language in a way that reflects authenticity for the target audience. In addition to the message of the text, measurement units, currencies, phone numbers, addresses, numbers, punctuation, colors, symbols and dates are adapted to the correct regional formats. A quality Localization service strives to avoid creating such content that could be offensive and disturbing for the target culture while making sure that it does not violate censorship rules or legal regulations. For example, Starbucks had to change its logo in Saudi Arabia to fit in with its culture. Corporate content could involve elements that are accepted by one community and unapproved by another. Colors, patterns and symbols may have very different meanings and associations across cultures. With Localization, these elements and the overall content are adapted to be appropriate for the target market.
When was the concept of Localization born?
Localization was born in the 1980s when computer software companies decided to offer their services in multiple languages in order to enter the global market. However, software translation had a number of challenges in itself, which led to the need for translators to receive special training and work in collaboration with designer and software developer experts.
Translation
Translation is the process of transferring content in the source language to the target language with appropriate syntax and clear meaning. For an accurate translation, the translator should comprehend the source text and translate it to the target language without compromising the original message. This requires the translator to comply with the rules of grammar and syntax.
What are the differences between translation and localization?
– In translation, the meaning of the content remains the same as the original text, and in the localization process, the language is culturally adapted to appeal to the target audience. Localization focuses on providing brands with the impression of being “local”, as well as meeting the expectations of the target audience. Translation is more concerned with eliminating linguistic obstacles. In other words, translation conveys the meaning of a text to another language by changing the words in the source language. Translation focuses on the language more, aiming to create the exact meaning of the source text in the target language.
– Translation is neutral to cultural differences. It takes an objective stance towards various cultures and focuses primarily on the language. Localization, on the other hand, is based on cultural and functional elements. Cultural elements include colors, shapes, images, icons, graphics, social norms, etiquette, humor, symbols, currencies, beliefs, etc. Functional elements include specific linguistic features, addresses, dates, time formats, phone numbers, etc.
– Localization is a multidisciplinary approach and covers a broader and more technical service. Compared to translation, localization requires teamwork, in which translators, language experts, project managers, and localization engineers work coordinately.
– Translation is a more suitable service for technical needs, in areas such as Law, Science, Research, Medicine, finance, and e-learning. Localization is preferred for types of content with a cultural dimension and sensitivity. Texts such as user manuals and medical documents are subject to translation, whereas websites, mobile apps, software, video games, multimedia content and voice-overs are subject to localization.
– Translation is a complementary step in the localization process. It is important to have a proficient translation team to provide an efficient translation service, while localization requires working with local marketers and consultants in addition to translators.
-In order to do localization, the ability to speak a language or translation skills is not sufficient. Localization requires further knowledge of the culture, sociolinguistic characteristics, beliefs and lifestyle of the target language’s speaker community.
– Although the purposes of translation and localization are different, they mutually support each other. But in the process of globalization, choosing the right service carries strategical importance. Localization positively affects a company’s international sales by increasing brand recognition and reliability in target markets through cultural adaptation, as well as preventing potential disasters that result from inaccurate translation. Translation cannot fulfill this goal on its own.
Since Translation and Localization have different goals, the profile and proficiency of translators who work in these areas are also different. Translators serving in the field of localization must have in-depth knowledge of the foreign markets in question in order to successfully localize the content of the brand. In this way, they can identify possible conflicts between the source and target language and adapt the content to the cultural norms of the target audience. For example, if the target audience is located in the Middle East, it would be imprudent to produce content with model visuals dressed in a way that is contrary to the local regulations of this region. At this point, the localization specialist discusses the conflict with the client and proposes alternative solutions.
