Why Do You Need Localization?

Is Translation Alone Not Sufficient?

Although they say the world is “globalized” in this age of technology and communication, where mobile phones gain new features each day and nearly the entire world can access the Internet, it is undeniable that “local” elements are still significant in many critical issues, determining the course of projects.

What is the Difference between Translation and Localization?

The freedom to open up to the world, especially in the commercial space, has brought the imperative of “addressing locals”. All companies, large, medium and small, compete to adapt to the harmony of the markets where they operate, to impress customers in local markets, and to dominate.

Localization is one of the biggest criteria to gain the upper hand in competition between companies. In the process of localization, we rearrange units of measurement, colors, words, fonts, signs, and many different elements based on local laws and cultures. Localization can be used in translation based on instructions and goals of the client.

What is Localization?

From an outside perspective, translation may seem like an action performed only in one direction using certain methods. However, as in many industries, the translation business boasts numerous methods and objectives.

The method of localization also has an important place here. Companies translate their products and services translated into languages spoken market seek to enter. The most critical strategy beneath this translation work is using idioms, colors, and figures that assume positive positions in the country or its culture.

In the localization process, you must pay particular attention to the use of expressions, metaphors, and culture-specific elements in the source text.

You can easily see this in subtitle and dubbing translations in Turkey, where locals frequently watch foreign TV shows and films. It is, of course, up to the translator how to adjust the dose of “locality” in translations. You must not deviate from the source using too many local elements and must not limit the extent of localization by making the target text difficult to understand.

How to Do Localization?

When we say localization method, we mean the preparation of the target text (translation) according to the target audience. For example, the user manual for a product from the United States that will be introduced to the Turkish market must contain measurements in the metric system. The company is responsible for this conversion, and the translator is responsible for ensuring that local elements are implemented in translation.

It is important that the person wanting to perform the localization is extremely familiar with the cultures that both the source and target texts will address.

A Localization Example

The most important examples of localization are the slogans of large corporations and the products they market. The largest scale example on this subject, for example, is: The Italian automotive manufacturer FIAT brand launched a car with the model name "Tipo" in the European market in 2015. The same car was introduced to consumers in Turkey with special advertisements starring Erdal Beşikçioğlu (Behzat Ç.) as “Egea”.

Crucial in the localization success of the FIAT brand in the Turkish market is the fact that it has operated in the Turkish market for a long time.

Localization positively benefits companies and individuals in many areas, especially in commercial activities. A properly managed localization process helps commercial and cultural activities progress faster and healthier to reach their goals. You can see that all globalized companies frequently apply for this service.

Written By: M. Furkan Şahin

Date of Publication: 10.01.2020

Target Audience: All Translators, People Who Need Translation Services

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