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Cultural Considerations in Translation and Localization: A Case Study
As much as content translation is important, it is only a matter of getting to a certain stage. If you wish to operate globally and connect with new customers and audience, you will definitely have to get used to culture localisation. More local audiences might be more willing to spend time to study your product, if they notice that this brand is making an effort to embed itself in their country’s social fabric.
In this article, we will examine the importance of cultural awareness in translation and localisation, using real-world examples to illustrate our point of view.
Understanding Cultural Fine Distinctions
When engaging in translation and localisation, it is crucial for you to understand the fine distinctions within the target culture. This involves recognising that language and culture are deeply intertwined, and what may be acceptable or meaningful in one culture can be entirely different in another. For instance, figures of speech, colloquialisms, and cultural references must be translated in a way that preserves their original intent.
You need to be aware of the symbolic meanings of colors, images, and icons, as these can vary significantly across cultures. Keep in mind, a color that symbolises good luck in one culture might symbolise grieving in another. Understanding these cultural fine distinctions allows your translated content not only be linguistically accurate, but also culturally polite and relevant.
Cultural Research and Collaboration with Local Linguists
Effective translation and localisation require thorough research and collaboration. You should conduct in-depth research into the target culture to understand its customs, traditions, values, and metaphors. This involves engaging with local communities, social media, and online forums to gain valuable insights. Collaborating with native speakers, cultural consultants, and local stakeholders is also essential. These experts can provide first-hand knowledge of the target culture, helping you navigate historical, sociopolitical, and social tones that might otherwise be overlooked.
Collaboration can occur online, between translators on platforms, or offline, between different departments within an organisation or between universities and companies. This collaborative approach ensures that your content is adapted accurately and respectfully, avoiding cultural missteps and ensuring it resonates with the target audience.
Contextual Translation and Transcreation
Unlike simple translation, which focuses on converting words from one language to another, contextual translation considers the social, cultural, and historical context of the original message. You need to ensure that the translation captures not just the literal meaning but also the intent, style, tone, and context of the original content. Transcreation, a technique that combines translation and creation, is particularly useful in this regard.
It involves adapting a message from one language to another while maintaining its emotional impact, implications, and overall effect. Transcreation often extends beyond words to include the adaptation of video and images to the target audience. For example, in marketing and advertising, transcreation helps ensure that the message evokes the same emotions and carries the same implications in the target language as it does in the source language, making it a powerful tool for connecting with diverse audiences.
Cultural Significance of Visual Elements
When engaging in translation and localisation, it is essential for you to consider the visual and design aspects of your product or content. This involves more than just translating the text; you need to adapt the entire visual presentation to align with the cultural norms and preferences of the target audience. For instance, colors, symbols, and icons can have different meanings in various cultures.
You must ensure that these visual elements are adjusted accordingly to avoid any cultural misinterpretations. Designers play a crucial role in this process, as they need to adapt the layout, navigation, and overall visual aesthetics to fit the local market. There are tools that can help you preview how your design looks in different languages, allowing you to spot and fix design errors early in the process, such as ensuring that right-to-left languages like Arabic are properly mirrored and that text lengths do not distort the design.
Testing and Validation with Target Audiences
Before the final localisation steps, don’t forget product testing and validation with your prospective customers, to ensure that your product or content resonates with the target audience. You need to test your localised version with real users from the target culture to identify any cultural insensitivities or misinterpretations. This involves verifying that the localised content is accurate, functional, and culturally appropriate.
For example, crowd-testing allows you to route tests to native speakers and cultural experts around the world. These testers can provide feedback on whether the dialogues, user interactions, and overall user experience align with local expectations and preferences. This approach helps you validate that your software meets the regional requirements and improves the user experience across different locales.
Successful Examples of Cultural Considerations
In this section, we will review three successful examples of cultural considerations in translation and localisation.
Coca-Cola's Localisation Efforts
Coca-Cola is a prime example of a company that has successfully incorporated cultural considerations into its localisation efforts. When entering the Chinese market, Coca-Cola had to adapt its brand name to fit the local culture.
The literal translation of “Coca-Cola” into Chinese characters could have resulted in an unfavourable meaning, so the company opted for a transliteration that sounded similar but also conveyed a positive meaning, “kekou kele,” which means “tasty and fun.” This approach ensured that the brand name was both recognisable and culturally suitable, helping Coca-Cola to establish a strong presence in China.
McDonald's Modified Menu in India
McDonald’s has been successful in adapting its menu to fit local cultural preferences. For instance, in India, where an appreciable portion of the population is vegetarian, McDonald’s introduced a vegetarian menu that included items like the McAloo Tikki (a potato and pea patty sandwich).
This adaptation not only respected local dietary preferences but also helped the brand to connect with the local audience on a cultural level. Similarly, in Japan, McDonald’s offers items like the Teriyaki McBurger, which caters to local tastes and preferences.
Google's Cultural Adaptation of Google Fit
Google Fit, a fitness tracking app, is another example of successful cultural adaptation. Google adapted the app’s icons and features to reflect local sports preferences in different regions.
For example, in India, the app might feature cricket-related icons, while in the United States, it might feature icons related to American football or basketball. This approach ensured that the app was not only functional but also culturally engaging for users in various regions.
Challenges in Achieving Cultural Awareness
Achieving cultural sensitivity in translation and localisation can be hard, and you need to be aware of several potential pitfalls. One of the main challenges is tackling the complex cultural undertones and feelings of different communities. It can be difficult for outsiders to fully understand local traditions, values, and social norms, which requires careful consideration to avoid being culturally cold or offensive.
Balancing standardisation for consistency and customization for local relevance is also a significant challenge. Over-adapting or under-adapting content can both have negative impacts, such as alienating the target audience or failing to meet their specific needs. Additionally, ensuring compliance with cultural conventions, such as the correct representation of names, addresses, and phone numbers, is crucial. Tools and collaboration with local experts can help mitigate these challenges, but ongoing research and continuous feedback are essential to maintain cultural value.
Best Practices for Cultural Considerations in Translation and Localisation
According to our business experience at Lock&More, we recommend the following best practices translate and localise your products in a culturally respectful manner:
- Immersing yourself in the target culture through social media, online communities, and local interactions can provide valuable insights into local customs and etiquette.
- Working with native speakers, cultural consultants, and stakeholders is vital for gaining first-hand insights and avoiding cultural mishaps.
- Employing cultural experts can offer in-depth knowledge of the target culture, helping to study historical, sociopolitical, and social particularities.
- Encourage open and transparent communication between translators, localisers, and content creators.
- Going beyond literal translation into contextual translation and transcreation involves understanding the social, cultural, and historical context of the original message and adapting it to fit the target culture.
- Because cultures are not static, providing cultural training to translators and localisers helps them develop a heightened sense of cultural awareness.