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.
Lisbon – Portugal. 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.
Another famous story is the marketing slogan aimed at the US market “nothing sucks like an Electrolux” great marketing wording, except that in the States if something “sucks” its really bad……maybe not the way to sell your product.
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.
