Localization is more than a translation. You have heard it many times, we have said many times. But what more really means goes beyond the additional phases that make localization process more complex than your good old translation – localization is more than translation because its effects must be equal (at worst comparable) to the effects of any material generated in the target language/culture/market.
Another exciting and hectic year is behind us – we were ranked among the 20 top LSPs in Southern Europe (again), we were present at several conferences, we were awarded our fifth Certificate Employer Partner, and we also produced some content in an effort to share our knowledge and experience with you – and these are the five posts that you liked the most in 2018.
People won’t buy a product/service they don’t understand. This is the core reason for every localization effort and everything that it may include, from market research, development of custom technological solutions, translation to linguistic fine-tuning. But is product/service localization really sufficient for the global success?
When I first started writing this article, I had to decide how I’m going to style the head noun of the title. Is it e-Learning with a hyphen or without it and what’s the difference anyway? So, I did a little research and found out that the former was used in the earlier days when the concept was still new and unfamiliar to many. But as it was rising and slowly becoming a regular part of our lives, we dropped the hyphen so we could save ourselves from pressing one more key of the keyboard. That’s how I got to learn something new, even if it’s as banal as learning how to style a word.
Following our introduction into the entire e-commerce website L10n affair, we now take a look at further technical, cultural and marketing aspects that need to be considered if you want to make a strong foreign market entry and achieve positive global presence.
Copywriters use a variety of stylistic devices to create catchy and effective marketing messages. Most of the time, though, these devices only work in the source language and can easily get lost in translation. This is where transcreation or creative translation comes into play.