The translation industry, or the translation and localization industry, as it is now more often known, has not stopped evolving. It is becoming more multidimensional, offering new types of services, and accordingly, acquiring new terms which may easily confuse those who are just getting involved in the industry. In this short article, we will try to explain the essential differences between translation and localization, marketing adaptation and transcreation, layout and design, and copywriting and rewriting.
Clients often turn to language companies (language service providers, or LSP) with a request to “translate” a website, computer program, advertising video, or other product, but they often do not realize that in this case, we are not talking about translation, but about the localization of the material. Localization is a more complex process than translation, but we do not wish to understate the importance of translation. In this instance, we are talking about the fact that if you need a complicated, multi-component product (software, computer game, website, electronic training course, video, and so on) in a different language, this means that absolutely all its components must be translated (text, graphics, audio, video, animation, etc.). In other words, the product must be fully localized. A product localized into a foreign language looks and functions exactly like the original product, as if it were originally created in the required language. Localization also means adapting the product to the conditions of the market it is oriented toward: cultural, legal, and other features of the target country are taken into account. This approach allows the complete elimination of reputational or other risks and errors.
Marketing adaptation and transcreation services are also becoming popular. Marketing adaptation of material involves changes that take into account all characteristics of the target market and the selection of precise equivalents for fixed terms and idioms. The ultimate goal is that the product not only accurately reflects the meaning inherent in the original, but also evokes the same emotions and pushes the consumer to take the desired action (purchase, contact, etc.). In turn, transcreation is creative processing of text in such a way that it sounds easy and natural to the target audience (representatives of the target foreign market) while reflecting the meaning inherent in it.
Linguistic companies are increasingly offering their clients layout and design services for various materials. At first glance, the presence of such services in an LSP’s portfolio may seem unusual and atypical, but in our opinion, layout goes hand in hand with translation services. The layout of a document allows it to be presented to the client in the required foreign language in exactly the same form in which the original document is presented, with no significant differences. Let us explain: the length of text changes after it is translated into one or another foreign language, and this is often quite important. Layout specialists help to arrange the translated document in such a way that it is in no way inferior to the original and reflects the meanings inherent in it graphically. Design, on the other hand, means creating the graphic design of certain marketing or other materials from scratch. Design services also include the creation of a corporate style or making changes to an existing one. It is worth noting that attractive graphic design can enhance the effect of high-quality content.
Another strand of services that has become common in the LSP portfolio is copywriting and rewriting. In this case, the distinction is quite simple: copywriting is the creation of text from scratch, while rewriting is the alteration or transformation of existing text. The goal in both cases is to create attractive content that achieves the customer’s objectives. Depending on the subject of the text, experts in the required subject area may be involved in creating it.
There are many terms in the world of translation, and we have described only a few of them. If you get involved in the world of translation, we recommend turning to companies with extensive experience and established reputations as reliable service providers. ILS professionals will help you to address your challenges in the most effective way, using their accumulated knowledge, skills, and technologies.
