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TRANSLATION AND LOCALIZATION: UNDERSTANDING THE DIFFERENCE

So, I decided to write this article after a very thorough conversation with one of our new clients who came to us one day extremely confused and practically flabbergasted. All he wanted was to get his product catalogue translated in another language but apparently was bludgeoned with words like Localization, Transcreation and some more. So, to ease his obvious frustration I decided to give him a brief insight on a couple of these terms for his better understanding. And that became the source of inspiration for this particular piece as I realized that most of the people are not aware of these terminologies and get really confused when they stumble across them. In this article we’ll look at the basic differences between Translation and Localization as these two are different aspects of the same service, which is commonly known as Translation.



TRANSLATION:

This term doesn’t really need too much explanation. But, for the better understanding of our existing and prospective clientele, I’ll put it into some really simple words. Translation is the procedure of converting the content of one language into another language. The prime concern in this process is to keep the meaning and relevance of the source language intact and finding the most relevant and accurate meaning in the target language. This process is very direct and doesn’t require too much of language manipulation. We can actually classify Translation into two subcategories, Machine translation and Manual translation. If we talk about machine translation, though the time consumption can be limited in this process, we can’t guarantee that it’s an accurate and most meaningful process. And therefore, there would be limitations and repercussions as well. As for manual translation, this process has a few different aspects. One of them is Localization.


LOCALIZATION:

As the word might suggest, this process though an aspect of translation services, is actually very different as it taps into the colloquial and local cultural demands of the target audience and thus has a wider reach as a concept. While translation would give you a direct approach and help you get content like Instructions, legal disclaimers and such clearly and accurately across your target audience, localization would be helpful in content that demands a creative angle and approach, like advertisements, marketing manuals, catalogues and such. Localization would also help you bear in mind the criticality and sensitivities of a particular target audience and help you in generating more revenue and avoidance of any legal hassles. For example, a fast food company, while launching a new chain in India can tap into its contribution in many festivities and traditions of the country. But, the same cannot be said or considered when they launch in Greece or Italy. While translation is a process that’s to the point and precise in delivering the message; localization has more to do with connecting with the local audience on an emotional level.


Now that you know the difference between translation and localization, if you are looking for any of these services, go no further. At Enuncia Global Media Solutions, we understand the difference and ensure that the gravity and the nature of your content finds the right kind of treatment, whether you’re looking for translation or localization within the limitations of your budget and time schedule. Contact us to get a quote today.