Localization is much more than translation

 

Localization is much more than translation

Designing a product without taking into account cultural nuances is the first step in localization, followed by extensive localization.

The term localization, which has its roots in English, is now frequently used in the translation industry in place of its Latin equivalent, "regionalization". It is the process of a product adapting to a specific area. Therefore, it is not just a straightforward translation service.

What is referred to as "internationalization" is frequently done before localization. It is an early stage that involves creating a product with as little cultural specificity as possible. As a result, localization will be cheaper and much simpler on a wide scale.

Can you contrast translation with localization?

Beyond simple linguistic translation, localization entails a product's complete cultural adaptation to a target market. As a result, it serves to convey a message as well as its goals. The translator must have a thorough understanding of the subject, specific technical terms, market, target audience, etc. in addition to the target language. The content must be translated into the local language, and other translations must be made to the address format, calendar, time, money symbols, units of measurement, and colors. This operation involves so many different factors.

Localization is an effective marketing strategy.

Companies can gain access to the global market via localizing. Don't get into it right away, though, as even a small mistake made by a human translator or a machine translator could damage the company's reputation. Consider the American advertising campaign the Scandinavian company "Electrolux" did to advertise its vacuum cleaners. "Nothing sucks like an Electrolux," was the catchphrase. Unfortunately for them, "it sucks" has a completely different meaning in the United States. Even if this kind of mistake makes people giggle, it can entirely ruin a brand.

Localization can also help you avoid cultural issues in addition to overcoming language barriers. This time, consider the case of a soda company that produced an advertising in India showing a young boy giving the beverage to football players. This advertisement was seen as supporting child labor, which resulted in legal action.

We have looked at the significance of localization service providers, especially in the contemporary world when markets are exposed to an increasing number of products from other nations and cultures as a result of globalization. To fit the market and appeal to the target consumer, it must consider regional sensitivities.

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