Why localise?

Translation is a more complex discipline than you might think. Producing a simple, literal translation (i.e. word for word) is not enough to create consistent content. Sometimes it may be sufficient, for example, to translate a simple discussion, content that does not have any implied meanings, or a less important text. However, this is rarely the case; when translating documents, the aim is to produce the best possible version. There are various types of translation to address different issues.  

Our article will shed light on the features of localisation.  

The difference between localisation and translation

Localisation is translation with a cultural dimension. The goal is to take local standards into account by adapting to the culture of the target audience. Traditional translation, in contrast, involves simply transposing words from one language into another. Indeed, it does not have this socio-cultural element.  

Localisation : a translation beyond words

Several factors must be taken into account: obviously perfect mastery of the language and the area of expertise (legal, technical, etc.). Knowledge of the culture, customs and ways of the target audience is also necessary. The goal is for the target audience to identify themselves in the words used (it sounds like they do). 

Sometimes it may be necessary to change the content or at least the way it is presented, in order to fully adhere to the rules governing the target market. 

However, the content is not the only component that may change, as the translator may also need to modify the layout of the document. In addition, there are other textual features that can be modified if necessary, such as currency, units of measurement, time, date formats, etc. 

Localisation is used for websites, mobile applications, video games and any other creative material. However, there is a process that goes even further than localisation. 

Transcreation: a step beyond localisation

Transcreation is a technique that requires creativity – it is ingenious. This is why it is an even more specialised technique than localisation. 

As well as the cultural dimension, the tone, word play and nuances are taken into account. It is adapted, creative content that meets high expectations. Brands use it to tailor their marketing campaigns to their different target markets. 

The source language content is translated in order to perfectly adapt it to the target language culture. The translator pays attention to history, taboo subjects, beliefs – it is a very meticulous and thorough task. 

At Intertranslations, our team offers you a translation style and localisation services tailored to your content and needs. They are professionals, with 20 years of experience, and they master the language and the field, and are able to provide you with a high-quality translation. 

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