Translation vs Localisation
Translation and localisation services are intrinsically linked, but the distinction between them is very evident and has an important foundation. Simply put, we can say that localisation differs from translation by transposing not only the text content from one language to another, but also by adapting the text to the specific local market.
This differentiating principle is essential in relation to international markets. Understanding the importance of localisation will allow the adaptation to the linguistic and cultural realities of the individuals for whom the text is intended.
In professional translation, even a highly qualified linguist who translates the source language of a website, may not be enough. More than a correct translation, the text has to reflect the level of cultural and technical variations needed to effectively be well absorbed by the market.
Localisation services are like a refinement of translation services. Often it is not enough to make a good translation, it is necessary to define a localisation strategy to adapt the content to the regional specificity.
Regardless of language, cultural and functional expectations differ. An example of this is the advertising campaigns of international brands. Often the slogans, messages, images, etc., are connoted with the culture of the people they are intended for. In these contents we find allusions to myths, beliefs, social values and various appeals that try to meet people’s preferences.
Often the location service goes beyond adapting content. On occasion, experts have to recreate the messages of the advertising campaigns. This is not only for the sake of maximizing cultural appeal, but also to avoid potentially embarrassing communications.
In the Portuguese language spoken in Portugal, a campaign aimed at a younger audience may use the word “tu” (means “you”) to refer directly to the recipient. However, in Portuguese spoken in Brazil, the “tu” is replaced by “você” and that makes a significant difference.
In short, translation and localisation differ in their tactical level. Translation may be appropriate for some content types, and localisation may be required to adapt certain content types. Localisation is commonly used in creative marketing and emotive texts, so that the message makes sense to the different locations where it is disseminated.
Consenso Global offers a localisation service for several languages and areas of expertise, creating for its customers a strong brand image and providing a unique experience to the final consumer.