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Written by Eva Mascolino
Translated by Angela Labellarte
Revised and edited by Amélie Houdet
- Accuracy and competence in translation
What is translation
«To translate means to understand the internal system of a language and the structure of a given text in that language, and to build up a double of the textual system which can produce analogous effects on the reader.»
According to the great semiotician and philosopher Umberto Eco, this is the meaning of such a painstaking activity as translation.
If this definition seems complex, it is because translation is a delicate and multifaceted activity that involves not only the semantic and syntactic aspects of a text but also its stylistic, metric, and phonosymbolic dimensions.
Going beyond the literal meaning
In other words, translating is not merely about converting terms from one language to another. Going further, understanding and interpreting more elaborate concepts, is necessary to ensure that the translated text retains the same accuracy and clarity as the original.
Therefore, it is essential to combine excellent language proficiency with specific training - or, better yet, a good deal of practical experience - in the domain of the text, relying on a thorough understanding of its terminology and the context in which it is embedded.
An example? The user's manual for an industrial machinery must be translated in such a way that the end user can understand it without ambiguity, because this is the only way to ensure the correct and safe use of the device.
Translation support tools
When it comes to terminology, translators in various technical fields use specialized computer-assisted translation (CAT) tools to ensure consistency and optimize workflow efficiency.
How? By automatically storing previously translated segments of text and suggesting how to reuse them, to ensure maximum uniformity.
This means that translators' allies are increasingly numerous and advanced – from specialized dictionaries, encyclopedias, CAT tools and terminology glossaries to spell-checking, grammar-checking, text editing and formatting programs – with the goal of increasingly enhancing the output in terms of content, form and layout.
From translation to localisation
However, there are cases where translation alone is not enough to adapt a product, content, or service for a specific target audience – especially in fields such as regulations, websites, applications, advertising, and video games.
And that is when localisation comes into play.
- Content and product localisation
What is localisation
Localisation is a procedure that goes beyond translating as such: it requires training and specialisation in their own right, in order to make a text not only usable, but also compatible with the needs of the recipients.
Whereas, in fact, translation focuses on the most effective way to render a text from the source to the target language, localisation aims at adapting a product, content or service to the local market.
It must therefore consider cultural differences, geopolitical norms, and end-user expectations, adapting not only the text but also interfaces, images, date formats, currencies, measurements, collective imagery, and even design to fit the broader context.
Differences between translation and localisation
Going into more detail, translation – as we mentioned – aims at keeping as much as possible the meaning of the original text in the target language.
Localisation, on the other hand, focuses on making content culturally relevant and suitable for a specific audience. It involves testing and quality checks to ensure that the translated text aligns with the original not just literally, but also in terms of its allusive, emotional, and marketing impact.
An example? An e-commerce portal should be localized so that local holidays are included in the promotions calendar, and images should reflect aesthetics and cultural symbols appropriately. It should also be adapted to include the most used payment methods in a certain territory.
The importance and role of localisation
Localisation is crucial to the success of a product, content, or service on an international scale. If done poorly, it can lead to misunderstandings, frustration, and ultimately, low customer retention.
Conversely, when executed properly, localisation enhances the audience's experience and increases the chances of success in the target market, making the product, content, or service feel more natural and persuasive.
Therefore, it is a task that should be entrusted to an experienced professional who collaborates closely with experts in each specific field, as well as with designers and developers, ensuring that, at every stage of the process, the final consumer's enthusiasm is sparked.
