Translation and localization ‘go together like a horse and carriage’. In many ways, it is impossible to have one without the other.
What are they, and why are they best together? Most importantly, where can we acquire quality translation and localization?
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What is Translation?
Translation is essentially transforming text from one language into another. The original language is called the ‘source language’ and the new language is called the ‘target language’.
The people who do this job are called translators. They are experts in both the source and the target languages. Very often, they are certified as well, although this is not mandatory in some countries.
Translators are usually capable of providing a translation and a localization, although this not always the case.
Translation vs. Interpretation
Translation, as stated above, is about transforming text. Interpretation, on the other hand, transforms speech, from a source language into a target language.
Although translators may be able to provide an interpretation as well, this is sometimes not the case. There are two different skillsets in translation and interpretation. Translators may have more time to provide a very precise translation. Interpreters, on the other hand, must work in real-time, and must deal with rapid speakers and stressful situations.
There are different types of interpretation. Simultaneous interpretation takes place in real-time: An interpreter sits in a small booth in a conference and provides a simultaneous interpretation to the people attending, via electronic equipment.
Sometimes an interpreter will stand or sit next to a speaker. When there is a pause in the speech, such an interpreter will provide an interpretation. This is called consecutive interpretation.
‘Whispering’ or ‘chuchotage’ (in the original French), occurs when an interpreter sits next to one or two people and quite literally ‘whispers’ the interpretation. This type of interpretation is often of more limited use, reserved for business setups and such.
Precision vs. Naturalness
Perhaps the greatest challenge in translation is that of precision vs. naturalness. Precision may be described as staying as close to the original text as possible. Naturalness is trying to create a translated segment or phrase which is the most beautiful.
Some translations, obviously, need to stick more closely to the original text. Such is the case of a contract, for example. In this situation, a translator must stick very closely and accurately to the source language. The text in the target language need not seem beautiful or even ‘flow’ very much. What is most important is the accuracy and ‘sameness’ between the source language and the target language.
In other cases, there can be a greater degree of naturalness. It may be possible to move slightly away from precision and from the original text and provide a translation that reads better. This is the case of translation and localization in general. In such a case, a translator will move slightly away from precision and strive for more naturalness. Consider, for example, an anime film screenplay that is translated and localized to a particular market.
Technology in Translation
CAT stands for Computer Assisted Translation or Computer Aided Translation. Such a tool helps the task of translation and localization. This assistance takes place in several areas:
- Translation Memory: The first thing which a CAT tool can help with is in the compilation of a translation memory. This compiles a memory of phrases/segments to be used later. Thus, when a particular segment/phrase reappears, the translation memory suggests using the phrase in storage. This speeds things up for a translator and keeps a level of uniformity.
- Glossary: Another feature of CAT tools is the compilation of a glossary. A translator may compile a list of words, along with their preferred translation. Such a glossary works in similar ways to the translation memory, although the process is more voluntary.
- Layout: CAT tools are also able to preserve the original layout of a piece (fonts, colors, diagrams etc). A translator can thus worry only about translating.
In terms of translation and localization, CAT tools are a huge help. Glossaries and translation memories can preserve uniformity throughout the translation. This is very useful when localizing the content and there is a need to preserve a vast amount of slang words, for example.
Moreover, the creation of such glossaries and memories may be shared amongst translators. In that way, a team of translators may translate and localize vast amounts of content and do it with great uniformity in language outcome.
What is Localization?
Localization is essentially making content fit the characteristics of a particular place. This includes both translation and localization: (a) translating the content and (b) localizing it to the specific characteristics of the location.
Case Study
A French energy multinational has just acquired an important electric company in Bolivia. They want to make a splash and create an advertising campaign to be featured in major newspapers and magazines in this South American country.
Now then, they are faced with a problem. The advertising agency creates copywriting in French. They look for capable translators in Bolivia and ask them to translate all of the copy into Spanish.
Good enough, right? They can probably take this copy and use it in the print campaign. Or can they? Translation and localization, as stated earlier, work well together. What they should probably do is translate and then proceed to localize the content.
Localizing this print campaign will strive to make the appropriate adjustments and changes to the copy. In the case of the print campaign, localization means taking the translation and making sure that the Spanish used is ‘Bolivian Spanish’ so to speak, using the appropriate slang and jargon of the country.
Now then, obviously there is no such thing as ‘Bolivian Spanish’ as such. Spanish is Spanish. There is the possibility, however, to make appropriate changes to the Spanish to make it go from neutral and distant, to more local and agreeable to Bolivian audiences.
Degree of Localization
The degree of translation and localization varies. Understanding when and when not to localize is very important.
Sometimes no localization will be deemed necessary. This is the case of material which is extremely technical and precise. Imagine a medical manual that is translated from English into Spanish. Regardless of who will be reading this translation, be it in Bolivia or Chile or Mexico, they will make do with no localization. This is because it is technical material that would lose too much in a localization attempt. At the end of the day, readers will be doctors and medical staff concerned with very specific information.
Sometimes, an extreme amount of localization will need to happen. This is usually the case of advertising campaigns that target a particular demographic. Imagine an advertising campaign for very young people. The use of their local slang could probably help. In this case, if the copy is written elsewhere it must undergo a stringent process of translation and localization.
Occasionally, a moderate amount of localization will be necessary. This may take place in the case of a subway system recording. Imagine that a company from Spain is in charge of building a subway system in a Colombian city. Such a subway system will have a recording, where a voice states the particular stops (ie: “This is Parker Station, next stop is Hemingway Station”). Imagine that the recordings feature a voice artist with an accent from Spain. Perhaps such content could be localized and dubbed in the local accent of the Colombian city. Perhaps, however, this will be deemed unnecessary.
‘Airbrushed’ Localization – Beware!
A risk in translation and localization is what we call ‘airbrushing’. This is essentially a process in which the localization is too superficial and cosmetic, and practically useless. Imagine ‘airbrushed’ localization such as:
- A commercial using copy written originally in another country. The copy is translated, but not fully localized and thus sounds strangely formal and foreign.
- A corporate video that does not have its audience in mind. Even though it may be well translated and even dubbed in local accents, the copy is still too lackluster, remote and the humor is not understood by the people watching.
Finding Translation and Localization Services
Finding a good translator, who is also able to localize content, is easier said than done. It is ideal if one professional is able to do both things and be in constant communication with the client.
Nowadays, technology offers us the possibility to acquire such translation and localization online. Bunny Studio, for instance, provides translations and is able to localize them too. Moreover, the talent is vetted, translations are done in a timely manner and, most importantly, customer care assures that localization will be done to the degree that the client expects. Constant communication provides a great final product.
The Gist of It
Translation and localization go well together. Translation is transforming text from one language into another. Localization is making content fit the characteristics of a particular place.
Precision may be described as staying as close to the original text as possible. Naturalness is trying to create beautiful translated segments or phrases. In translation and localization, a translator will move slightly away from precision and strive for more naturalness.
Glossaries and translation memories in CAT tools preserve uniformity throughout the translation. This is very useful when and there is a need to preserve a vast amount of slang words in localization.
The degree of translation and localization varies. Understanding when and when not to localize is very important.
A risk in translation and localization is ‘airbrushing’. This is a process in which the localization is too superficial and cosmetic.
Finding a good translator, who is also able to localize content, is easier said than done. Nowadays, technology offers us the possibility to acquire such translation and localization online.
