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Localization...What do You Really Mean? Q: "Can you localize our manuals for Korea and our website for Brazil?" A. "Yes, definitely. Now what do you mean?" "Localization" is the most misused, confused and abused word in the language business, a profession that is supposed to be about rendering clear communication across languages. The reason for this confusion is that "localization" has different definitions for different people. And if your meaning differs from the listener's understanding, what you have is a failure to communicate. 1. Localization = Translation To some people, localization is another word for translation, as in the request, "Can you localize my manuals for Germany?" Generally, the inquirer means, "Can you translate my manuals into German?" 2. Localization = Acculturation This meaning is the most implied but not stated outright, as in "Can you localize our brochures for Mexico?" In the case, the requester is asking whether we can translate her brochures into Spanish and make sure they are culturally appropriate for Mexico. In the language business, some agencies have invented the term "transcreation". Personally, that term seems ridiculous because it defines nothing and requires a translation itself. Instead, our agency uses a term from sociology called "acculturation". In essence, all these terms mean the same concept: culturally adapting a home-country piece to host-country norms. Both "transcreation" and "acculturation" are used mostly in the context of marketing or promotion. (By contrast, technical manuals usually translate quite easily into other languages because technical professions use industry-specific terminology that all members understand). To some extent this can involve internationalizing, which is explained below. But in most cases, proper acculturation means a thorough review and rewrite, if needed, to ensure that your stated benefits and features are appropriate. For example, a US marketing promotion often emphasizes value for money or cost savings. But when selling to Japan, the theme should be how your product or service is very reliable, of the highest quality, and has excellent back-up support. A professional language agency can translate the concepts of an American marketing piece into Japanese. But the promotion itself -- and all your investment -- is likely to fail. No matter how wonderful your product or service may be, the English original often needs to be rewritten first to demonstrate benefits that appeal to the target culture. Only then should it be translated. 3. Localization = Internationalization Clients sometimes ask, "Can you localize our catalogue for Taiwan?" In this case, full internationalization may be required. This involves:
For added confusion, some people consider internationalization to be part of acculturation. And vice versa. 4. Localization = Website conversion In the language business, this is actually the correct and traditional meaning of the word (in a tradition that extends about 15 years). Many people ask about "translating" their websites. Any professional language agency should be able to translate a website. But translation (converting the words and concepts) is only one part of rendering a website into another language. Other phases can involve:
Website localization considers all of these steps to the exclusion of none. And only the highest-level, full-service, professional language agencies have the skills, expertise, staff and knowledge to localize a website properly. SUMMARY When you ask whether your language service can "localize", it is best to explain what you mean or use an alternative word. And if your language agency does not ask what you mean (assuming it's not clear from the context), you should seek another that does. Very few full-service language agencies understand international marketing concepts. And since your success in overseas or ethnic markets can hinge on that knowledge, it is best to rely solely on language agencies that combine global marketing expertise as well.
Sincerely,
Philip Auerbach Auerbach International Inc.
TEL: (415) 592-0042 x107 |
FREE Contact us today to learn more about what kind of localization services will work best for your company. JUST FOR LAUGHS! 2 Signs in the Shanghai Mass Transit System: "If you are stolen, call the police at once." Instead of saying Mind your head, Low entryway: "Mind Crotch." FOR OVER 20 YEARS... Auerbach International has provided full-service global outreach through: Language Services
...from or into 80+ languages with award-winning client satisfaction and the most rapid delivery times humanly possible. Global Marketing Services
...using in-country, subject-specialized marketing teams. For free quotes, contact us at:
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