Next week JR Language Translation Services will have a display at the exhibition of the 21st Annual Trade Banquet. The event will be hosted by the International Business Council of Rochester, in Upstate New York.
Members of our team will showcase our translation and localization services to companies looking to succeed in global trade and international business. From website translation to legal translation, we can help businesses communicate in the international arena.
According to the information shared by the U.S. Department of Commerce International Trade Administration, Rochester has increased its exporting activities in the last four years, and the top trading partners are: Canada, China, Mexico and Germany. New York State has ranked third among top exporting states, and with the majority of the global market residing outside of the U.S., the opportunities for American companies to enter new market are endless. The mentioned exposition will have available resources that support companies’ efforts to reach foreign markets.
Marilynne Locke, Director of Trade Finance from Harris RF Communications will be the keynote speaker. She will reinforce the evening theme with her speech “The Real World of International Business”
We look forward to the networking opportunities that this important event brings. Please stop by the JR Language display to talk about your particular market, products, and services. We welcome the opportunity to help you reach or strength your presence in international markets.
Individuals often seek ways to reinvent themselves with a new job or business venture during times of financial constraints. These conditions also pressure companies to explore new markets to sell their products and services. This expansion does not necessarily require developing new products, but rather customizing existing products/services to target a new market. We have helped many of our clients expand their markets by translating and localizing their products.
To communicate with potential clients; you must speak their language in every sense of the word. One approach to target a new audience is by localizing your website. With the right plan and the right team, you’ll successfully enter new markets in no time.
What do you need to localize?
Images and colors: First impressions last forever. Select images and color schemes your target audience can identify with.
Language: Use common expressions and terminology and be aware of different locales of the same language.
The message: Adapting ideas and transcreating messages will ensure clear communication as if it was written originally for the reader.
While reading Multilingual Magazine (June and July 2012 issues), we found three articles covering brand/website localization.
Positive Example 1: Pantene’s localized campaign for the Latin American/Spanish market. On a portion of their website localized for Peru, they display a female who appears to be of Japanese heritage (due to historic Japanese immigration, Peru has the second largest Japanese population in Latin America).
Positive Example 2: Eva Mendez is the face of Pantene’s Spanish site in the United States, another cultural connection.
Positive Example 3: When referring to hair, Pantene uses “pelo” for Argentina and ”cabello” for Peru; the most commonly used variations of the term in each country.
Positive Examples 4 & 5: To adapt to the Chinese market, Coca-Cola changed the characters to say something along the lines of: to allow the mouth to rejoice (a very positive feeling/image) Google adapts to the Chinese market by changing their name to “GuGe,” eliminating pronunciation difficulties with the letter “L” in Mandarin.
These are great examples of cultural localization through the use of appealing and familiar images targeting a particular market. At the same time, if you are not mindful you can make a negative impact:
Negative Example 1: The term “voseo” (a form of the pronoun you) is used within the Argentina localized website. At first it appears to be used correctly but after further analysis, inconsistencies are revealed. This is a concern because your audience may feel that the brand is careless and does not relate to them.
Language localization is an extensive process requiring time and research. To ensure a positive and fruitful reception of your products, it is essential to:
- understand your market
- maintain a clear strategy
- be respectful and consistent in your delivery
- set realistic goals
These guidelines will ensure a positive reception and fruitful future for your products. Please feel free to contact us today for assistance with your website localization project.
A key element for an excellent translation is to know and understand the target audience, the people that will read and use the translation. The translator needs this information to communicate effectively. With that in mind, the translation service provider has to ask many questions to understand completely and accurately each client’s unique needs and expectations for a translation project. For the project to be successful in the translation process, the client must clearly identify the audience and context.
Translating ideas from one language to another is a very sensitive matter; each project has its own set of goals, and every person involved in the translation process has to be clear about those goals and expectations. With the best information at hand, the client and the translation team will be on the same page and will have the same information to work with. The main goal is for the client to give complete information, providing the translator with the social, cultural and linguistic knowledge to select the appropriate words.
Important elements that are taken into consideration when starting a translation:
- Age of the target audience
- Academic level
- Ethnic group
- Social group
- Country or geographical area
- Purpose of the translated document
Each element provides different ingredients and characteristics, and will aid the translator to convey the message in an appropriate and sensitive way. If your company has an in-country reviewer, with extensive knowledge of the product and its audience, the reviewer should be involved in the translation process from the beginning. This role is an important resource to support the project, especially during the initial phase of establishing the target audience.
Next time you have a translation in mind, you need to think that each project is as different as its recipients and that it is vital to describe the audience in detail. Give as much information as you can to your translation team and, if possible, provide previous translations. No matter how insignificant you think the information you have is, it will surely make a difference in the end result.
The internet has certainly changed the world in many ways. One is the way translation intertwines with other disciplines. Marketing is one of the most notorious examples. The development of international commerce, global economy and specially the desire to cover markets in the, so called, developing world (Korea, Brazil, etc.) makes translation the best friend of marketing agencies.
And just as there are many elements to take into consideration when developing a product, there are also many others involved in the translation process of marketing material. One of the most important elements is localization. In every translation the most important aspect is the ability of transmitting the correct message and, for that to happen it is critical to use the right words. Fortunately, marketing translators have a great deal of freedom when translating jingles, tag lines or songs.
But, freedom will achieve nothing without the proper knowledge of the target audience. Spanish is the perfect language to exemplify the importance of localization. The music, colors, food and words a country identifies with changes from country to country. Translators have to not only know the language spoken in a given country perfectly but also have an in-depth knowledge of the culture. They must know that, for example, the word chaqueta in Mexico is a forbidden word and that chamarra is the right one.
Also, it could seem logical that the vocabulary and the techniques used in a marketing translation should be different from those of a mere descriptive document but, sometimes people forget that. When trying to capture an audience and sell a product, it is very important the use of the imperative, for example words like: CALL, TRY, GO give a sense of urgency and need.
Every trade has its specializations and translation is not the exception. Hire a professional translator and you will sell your product anywhere.