Wherever you may be reading this blog post, I suppose you have heard of and are probably familiar with the term “translation”. When we talk about translation, we usually refer to the activity of using Language B to communicate the exact meaning and ideas written originally in Language A.
Indeed, translation refers to the process through which a piece of written communication is rendered from one language into another, where the “original language” is called a source language (i.e., Language A) and the language to be translated into is the target language (i.e., Language B).
For example, the word “dog” in English can be translated as “狗” in Traditional Chinese, where both “dog” and “狗” match exactly and literally.
In this sense, translation is typically suitable for general documents such as emails and contracts, as well as instruction manuals.
What is localisation?
Localisation involves translation, but it doesn’t stop there – it goes beyond pure word-by-word linguistic conversion and seeks to adapt the content for local consumption. During this localisation process, the translator takes into account the cultural nuances that will influence the perception of the target audiences, and expresses the original message from a perspective local to the target market.
The ultimate objective of localisation is therefore to produce a culturally-suitable translation for the chosen market, thereby creating resonance between the target audiences and the source message.
A localised approach is generally adopted to adapt websites, blog posts, e-commerce pages, and apps.
How do translators adapt content to a new market?
Let’s say we are now talking about bidirectional traffic. The translation of the phrase “when you drive on the right” would be “當你沿右綫行駛時”; however, if the source text was written originally for readers in Europe while we now attempt to enter the market in Hong Kong, then “右” (right) in the translation should be replaced with “左” (left) during the localisation process because of the different conventions audiences adhere to in these two markets.
Another interesting example is about the psychology of colour. It may be customary to wear black attire to a funeral in the UK, but in traditional Chinese culture, white is the colour of mourning. Hence, white should never be worn to a traditional Chinese wedding; choose red instead. In these instances, it is important that the translator localises the text in order to overcome cultural differences and communicate effectively with the target audiences.
Such adaptation may also involve changing elements such as names, date formats, units of measurement, and idiomatic expressions.
What are the desired qualities of a translator?
The translator should be a “native” speaker of the target language and be able to show a comprehensive understanding of the source language. Apart from linguistic competence, they should also be able to demonstrate sufficient expert knowledge in a particular field; whereas for full localisation, the translator should also be able to display considerable sensitivity towards cultural norms and community practices in both markets.
The Languaging Lab offers professional translation and localisation services in order to help you make an effective impact on the target audiences in a foreign market. Visit the corresponding service pages or contact us to find out more.
I look forward to working with you!
Edison Tam MA MCIL CL is a Translator, Proofreader, and Copyeditor (zh-hk/en) who works with students, independent non-fiction writers, academic researchers, and clients from businesses and organisations of all sizes.
He is Chartered Linguist and Member of the Chartered Institute of Linguists (CIOL), and has undergone wide-ranging academic training in Business, Modern Languages, and Applied Linguistics in Hong Kong, London, and Barcelona.
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