10 09 2019

Global brands spend huge money on creating engaging digital content to drive user engagement. How can the branded content resonate perfectly with the international audience? Is translation enough? Or is localization and transcreation also required? How do you differentiate them from translation? What are the main points of differentiation between these three types of language services? Let us know in detail.

Translation, Localization, and Transcreation are different flavors of cross-cultural communication. How do you choose the right service in such a scenario? No language service type is better than another. Each has their place and appropriate time to utilize. Let us guide you in choosing the appropriate language service type on future projects.

Translation:

The translation is the process of converting text from one language to another. The main focus lies on the words used in one piece of content and translating those into the closest equivalent of another language.

It is a word to word interpretation of content from one source language to another. It takes the help of highly qualified translators or specialized translation services to provide an accurate translation.

Features:

• The content stays the same.
• The language operates within the literal word-for-word translation.
• Images, the layout does not change.

Localization:

Localization moves beyond the words of content to consider the cultural expectations of an audience. While translation focuses on two or more languages, localization takes a much broader, conceptual approach. It is the process of adapting words from one language into another to maintain tone, nuance, and context.

It transmits the meaning of the words in a way that is culturally appropriate and connects with the audience more effectively. It includes images, layouts, time and date formats, etc. Localization saves you from offending foreign cultures and breaking advertising laws or censorship guidelines.

• Meaning of the content stays the same.
• Language is translated in a way that is culturally appropriate.
• Images and layout are changed to meet the local expectations.

Transcreation:

Transcreation is a blend of translation and creative writing. As localization goes beyond the language to address cultural adaptation, transcreation goes a step ahead of localization. It makes sure that your content sounds local by adapting nuances, idioms, speech, and phrasing.

Transcreation is the process of adapting a message from one language to another while maintaining its intent, style, tone, and context. In simple words, it is the process of re-creating in another language.

The person undertaking transcreation not only translates the original content but also makes significant changes to it. Here, emotive language is used to speak to the user so that the local brand message can resonate with the new audience as intended. If there is something your brand needs to represent in all languages accurately, transcreation may be an important part of your product’s localization program.

Features:

• Different content developed to meet business objectives.
• Developed in the local language (English may be used).
• Images and layout are changed to meet the local expectations.

Ready to consult with a language service provider? Reach out to us today and get started.

Bhasha Bharati is the most sought after name in the translation industry, which provides professional translation, localization, interpretation, transcreation and many other services of high quality. We are in the industry from 50 + years having expert translators to take care of the assigned work in a smooth way.

localization, transcreation, translation

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