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Localisation - translate and localise your message.
Localisation (or localization if you prefer the American
spelling) is most often used in the translation industry to
refer to the practice of localising websites; that is the
process of making them linguistically and culturally appropriate
for a given locality. However, whilst betterlanguages.com
provides a service of localising websites, we prefer a wider
definition:
To localise is to "make or become local in attitude or
behaviour" according to Collins English Dictionary.
This wider definition reaches beyond words on a page (printed
or on the web), truly localised translation is therefore about
understanding and adapting to suit local attitudes and values.
Some time ago, we were approached by one of our regular customers
to translate a user guide for an electrical product, this
included wiring instructions for a three pin plug. As we are
paid on number of words translated, it would have been easy
to provide the translation requested, however this would not
be very good customer service, as anyone in mainland Europe
knows, plugs have two pins, not three. Wiring instructions
for the UK product would therefore have been totally useless
for the European mainland.
Does your translation agency tell you these things? We think
they should. We make extensive use of in-country translators
to ensure up to date language use, and an awareness of local
culture and values.
Ever heard the story about Opel trying
to sell its smallest car in Portugal calling it "Nova",
nice name for a car, except in Portuguese "no va"
means "it doesn't go"!
It didn't sell, but changing the name to "Corsa"
did the trick, they sold like hot cakes.
When we undertake translation work, we always use natives
of the target language to ensure flow and feel of the translated
text, this process is also about understanding and adapting
to your target audience. Selling into a new market is about
more than sticking a pin in a map and hoping for the best,
so is appropriately localised translation.
We work as a team with the client to ensure relevant and accurate
expression in the translated text.
Looking for a quality business
translation service at a competitive price? Contact
us.
This page is also available in: Spanish,
German,
Welsh, Flemish,
and French.
(Español, Deutsch, Cymraeg, Nederlands (België)
and Français respectively.)
The following additional languages will be added soon:
Arabic, Italian, Greek, Turkish, Russian, Simplified Chinese,
and Traditional Chinese.
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