Experienced translators will confirm: Translation, in its truest sense, has always been the transfer of content into another culture . It wasn't until the advent of online marketing and automated tools like translation programs that the need to distinguish between different disciplines arose:
In this context , we consider translation to be the literal transfer of a text from one language to another. The goal is to convey the meaning of the original text as directly as possible . Cultural contexts play little or no role, as is often the case with user manuals, for example—not always to the benefit of the user.
Localization, on the other hand, is a multidimensional approach. Translating the meaning mexico phone number data of the content is just as important as adapting it to the linguistic, normative, and cultural circumstances of the target market. The content should be perceived as if it were designed for the respective target audience from the outset .
There's also transcreation , which is often important in short advertising formats, such as slogans or claims. This also goes beyond literal translation, but contains a stronger creative element than localization and is primarily intended to achieve the same emotional effect as the original text. Transcreation often results in a text that is completely different in content from the original, so SEO is generally limited to localization.
The marketing leadership of our pet supplies company will likely require all three disciplines:
For some texts, a translation may be sufficient. The SEO, keyword, and content analysis for the respective country will reveal whether there are significant discrepancies between the original and target languages.
The majority of the content probably requires careful localization according to SEO principles, taking into account linguistic, cultural and legal aspects of the target market.
In addition, transcreation will be required for the more promotional elements of the website, such as banners, slogans, etc.
Concrete examples of the need for content localization
Translation errors are commonplace, especially online. They're often caused by the use of automated translation tools. But errors can also creep into content localization if the content isn't reviewed by native speakers. Here are just a few examples:
While we in Germany talk about the yellow bag when disposing of plastic waste , no other country can relate to it. Has anyone in English ever heard of "yellow sack"? The term could be translated as "plastic recycling facilities."
If a text about snacks states that people traditionally sit down to them on Sundays while watching Tatort , this will also elicit some head-shaking. Depending on the country, one could perhaps substitute a different TV show or a different (Sunday) evening ritual.
Recipes and dishes are a classic example: If you're looking for spaghetti Bolognese in Italy , only places with heavy tourist traffic will know how to fulfill this culinary desire, because in Italy the dish is called "pasta al ragù" or, at most, "pasta al ragù bolognese." Conversely, a pasta or sauce manufacturer hoping to gain a foothold in Germany should also consider this.
Coffee and cake – a very German custom. In Great Britain, it's called "afternoon tea."
Instead of popular quotes from Goethe, Schiller & Co., one could resort to the words of local poets, provided their content is relevant to the context.
Context is always the key word, because in a guide to traveling in Great Britain localized into German, the English term “afternoon tea” is certainly much more appropriate and authentic than “coffee and cake.”
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