Translation and Localization are often lumped together, but they’re not the same.
While both deal with adapting language, they actually serve different purposes.
If you want to connect with a specific audience in their language, understanding these differences is key.
Read on, and we’ll reveal exactly what you need to know if you want your next project to overcome the language divide.
The Difference Between Translation and Localization
Let’s have a look first at what translation and localization each means.
Translation
Translation is simply the process of converting a text or conversation from one language to another.
Grammatical accuracy is key. So is the text’s meaning; Translators don’t play around with interpretation, though they’ll use certain expressions that make sense.
For instance, describing heavy rain in British English as “it’s raining cats and dogs” is better translated into local Spanish as “parece que se va a caer el cielo” (‘looks like the sky will fall down”).
In both examples, the expression changes but the meaning stays the same.
In this way, a translated text should be easy to read and understand by anyone who speaks that language regardless of whether, to keep with our Spanish example, they speak Castillian (i.e. Spanish from Spain), Mexican Spanish, or the Andean-Coastal Spanish of Peru.
Localization
This segues nicely to the specifics of localization because while localization involves a translated text, the aim is to ensure that the content is targeted to particular communities, regions, and dialects.
A text translated into German will likely be grasped by all global German speakers. But one that’s localized to Austrian Standard German (ASG) will likely utilize various sayings or slang that only those born, bred, or living in Mozart’s home country would understand.
What Localization Entails
There are various elements to a localized text, audio, or video that go beyond simple language transfer. They include:
1. Colloquialisms
Employing informal words and phrases popularly used by a certain community can make your translation more acceptable to that targeted audience.
For example, claiming that someone’s ‘carrying on like a pork chop’ will likely leave anyone beyond the Great Barrier Reef scratching their head in bewilderment, but it’ll be fair dinkum to your average Australian Joe or Jane.
Similarly, a commercial localized for Irish people imploring them to have ‘the craic’, which is an Irishism for ‘fun’, will be unquestionably understood on the Emerald Isle (though it might run into a bit of trouble if broadcast elsewhere!)
2. Local Customs and Social Norms
Having the lowdown on social norms is essential when translating a text for a specific culture. What may be acceptable in one culture might be wholly inappropriate in another.
Jokes about elders are typically brushed off with a chuckle in the West but not so in the East.
While references to drink, drugs, and sexual behavior are a big no-no in strict Muslim countries.
In all instances, you may have to translate into references that have similar context but don’t upset the locals.
3. Units of Measure, Distance, and Currencies
If your text involves elements such as currencies, units of measure, and distance, along with addresses and dates, then following the local system will make it more accessible to the community you’re targeting.
A UK text translated into Japanese that mentions product prices, for instance, should definitely include the Yen (JPY) equivalent next to or instead of the British Pound (GBP).
4. Voice
Audio localization can include ensuring you’ve got the voice actors whose delivery matches the cultural expectations and preferences of the targeted audience.
In certain cultures, it might be strange to hear a particular product promoted by a man or vice versa, by a woman.
5. Colors
Localization has visual components too, and colors are a crucial part of that.
They can symbolize different things in different cultures.
For instance, red is associated with purity in India, with passion in most Western cultures, and with danger in the Middle East.
An interesting instance of localizing color comes from the high-energy drink brand Red Bull.
The Austrian company abandoned its traditional white and blue brand colors for gold and red in the Chinese marketplace.
It made sense. White is the color of funerals in China, while blue is viewed as a ‘feminine’ color.
On the flipside, gold represents wealth and happiness while red is associated with good luck.
When to Use Translation and Localization
So, when taking your business or products to markets further afield, which language route should you take?
The truth is, when it comes to choosing between translation and localization, it really depends on what your specific need is.
If you’re converting standardized text, such as that in an instruction manual, medical document, or tech specs for a product, a straight translation across all languages might be your best bet.
However, if you plan to market your products or services to several specific audiences, then localization makes more sense.
By speaking your customers’ language–colloquialisms, and favorite slang included–you can create a deeper connection with them through your marketing message.
Moreover, tailoring your text to align with their customs and norms shows respect for their community, and will go a long way to boosting trust and brand loyalty.
Final Words
Translation and localization are both necessary in these globalized times.
If you’re hoping to take your business to the next level by reaching out to more communities around the world, then using their local language in promos, videos, ads, and announcements is an important strategic step.
We can help.
We have a huge, ever-growing pool of professional native voice actors in over 80 languages and dialects in English, Spanish, German, French, Portuguese, Chinese Arabic, and more.
We’re ready to help you grow your business internationally, so contact us today!
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