To effectively connect with international audiences, it's often crucial to go beyond simple language translation and ensure your content resonates culturally. This is where the concepts of localisation and transcreation enter the fold.
Firstly, it's important to understand the differences.
Translation is the core process of converting text from one language to another (or multiple), all while preserving the original meaning. Translation can be completed by AI, human linguists, or a combination of both. It is ideal for documents, technical manuals and other text materials.
Localisation involves adapting content to a specific target market, considering cultural nuances, regional preferences and local conventions. It's essential for marketing materials, websites and software user interfaces to ensure a seamless experience for local audiences, on a global scale.
Transcreation is a creative process that goes beyond direct word-for-word translation. Transcreation aims to recreate the original message and emotional impact, transforming the text to give the same effect in the target language. This is of course important, as words have different contextual meanings and impact in various languages. Transcreation is particularly valuable for high-level marketing copy, slogans, brand taglines and creative content.
Translation: In more detail
In its most basic form, translation is the process of communicating the meaning of text in one language, the ‘source language,' into another language, the ‘target language.'
It's worth noting that translation refers to the process of converting text, and although often used interchangeably, interpreting is the process of converting spoken word.
Translation has a long and colourful history, confined to the realm of scholars and philosophers. However, nowadays, translators are professionally trained and tech-enabled linguistic experts from all backgrounds.
While it might seem like a straightforward task, it's a complex process that requires a deep understanding of both languages and the specific context of the text.
Also, while technology has greatly aided the translation process, it cannot fully replace human judgment. Machine translation tools can be helpful for basic tasks, but they may struggle with cultural context and technical terms. Human translators are still essential for ensuring accuracy, quality and cultural sensitivity.
A high-quality translation is essential for effective communication. Inaccurate or poorly translated content can lead to misunderstandings, lost business opportunities and even legal issues.
Localisation: In more detail
As mentioned, localisation is more than translating content from one language to another. It involves adapting content to specific cultural, regional and linguistic contexts to ensure it resonates with various local audiences across the world.
This process is essential for businesses looking to expand their reach and connect deeply with customers and partners in different markets.
Localisation can also involve translating content while considering regional variations of the same language. For example, a translation from American English to British English will require changes in spelling, vocabulary and grammar; as well as changes to the use of slang and humour.
As another example, a localisation project targeting Spanish-speaking audiences might need to consider variations between 'Latin American Spanish' and 'Spanish from Spain.'
Beyond language conversion, a localisation project will adapt additional aspects of content, such as measurements, currency, imagery and formatting, to suit the target market.
Localisation may require more of an investment than translation, especially for large-scale projects. However, the long-term benefits in terms of increased revenue and market penetration will often outweigh the costs.
Transcreation: In more detail
Transcreation is a specialised form of language adaptation that involves reimagining the original message in a way that not only conveys the same meaning but also captures the emotional impact and cultural nuances of the target language.
Transcreation requires a deep understanding of both the source and target cultures, as transcreators must ensure that the adapted content is culturally appropriate for the target audience.
Transcreation helps to maintain brand consistency across different markets by ensuring that the message and tone are consistent, even when translated into different languages. It is particularly useful for marketing materials, such as advertising campaigns, slogans and product descriptions, where emotional impact and cultural relevance are crucial.
Perhaps the most famous example of transcreation is the slogan for Haribo.
In its original German form, 'Haribo macht Kinder froh und Erwachsene ebenso', the slogan literally reads 'Haribo makes kids happy, and grown-ups too!' This has been transformed for markets across the world to ensure that it rhymes. For example, in English the slogan reads as 'Kids and grown-ups love it so, the happy world of Haribo!'
When to choose which service?
- Translation: Generally, suitable for technical documents, legal contracts and any content where accuracy and literal meaning are the primary concerns. But of course, can be chosen for various other needs.
- Localisation: Ideal for marketing materials, websites, user interfaces, and any content that needs to be culturally adapted to resonate with a specific target market.
- Transcreation: Necessary for marketing copy, slogans, creative content, and any content where the emotional impact and persuasive power of the original message need to be preserved in the target language. For example, a brand tagline.
Key considerations:
- Target audience: Understanding the cultural preferences and expectations of your target market is crucial before reaching a decision.
- Content type: The nature of your content will influence the appropriate service. Technical content often requires translation, while marketing materials may benefit more from localisation or transcreation.
- Goals: Consider your objectives. Are you aiming for accuracy, cultural relevance or a strong emotional impact? It's also worth considering your budget for the project, but also consider that tech and AI are making language conversion more accessible.
By carefully considering the differences between translation, localisation and transcreation, you can choose the most suitable service to effectively reach your international audience and achieve your business goals.
Contact us today if you'd like to discuss these language solutions in more detail.
