TRANSLATION IN LOCALIZATION�and the CORRESPONDING SOFTWARE

GLOBALIZATION AND TRANSLATION

• The term “globalization” is now increasingly used in the media, mainly in international politics, where it means global processes - the general process of global economic, political and cultural integration and unification. In a broader sense, it is the transformation of a certain phenomenon into a planetary one, one that concerns the whole Earth.
• However, we are more interested in another, special meaning of this term - the introduction of a particular product or service on the world market by adapting to world requirements. In the field of information technology, globalization involves the localization of information technology products and services within the company after proper internationalization to support global markets.
• We can say that a single process of globalization consists of two parts - internationalization and globalization - and today we will talk about the last of us, namely the localization and place of translation in it.

INTRO INTO LOCALIZATION

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• Nowadays, in the field of computer technology, such a specific type of translation as localization is gaining intensive development and distribution. Analysis of translation aspects of localization, identification of its features and difficulties will help you better navigate in this area.
• Localization of software products is a complex phenomenon that covers a wide range of aspects: economic, technological and linguistic.
• Translation is an integral, but not the only, part of localization, in the process of which a whole set of interrelated tasks is solved. In this lecture, localization is considered in terms of revision, and it is in its translation essence that it is justified as a special new genre of translation.

Transcreation 1

• Transcreation is a concept used in the field of translation studies to describe the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context.
• A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. It is related to the concept of localization, which similarly involves comprehensively adapting a translated text for the target audience.
• Transcreation highlights the translator's creative role. Unlike many other forms of translation, transcreation also often involves adapting not only words, but video and images to the target audience.

Transcreation 2

• In the context of marketing, the professional translators engaging in transcreation are often referred to as "copywriters" or "copyeditors", or alternatively as "transcreators".
• Transcreation is thus a variation on the "imitation" or "adaptation" approach to translation. Similarly, viewed in terms of the continuum between free translation and literal translation, transcreation is considered to be "closest to ‘free’ on the literal – free cline."
• The validity of transcreation as a distinct form of translation, however, has been questioned. While the term has been widely embraced by translation brokers seeking new business, it has been greeted with considerably more skepticism by professional translators.

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LOCALIZATION - DEFINITION

•   Localization is defined as a special new genre of translation, in which the reproduction of IT and other products (software, advertisements, etc.) by means of another language, which involves not only the reproduction of source texts in the target language, but also comprehensive adaptation of products to the target region standards and target audience.
• Abbreviated English designation of localization - L10n.

Generals about Localization

• With the development of the IT sector, as well as the strengthening of Ukraine's role in the development of this area, there is a need to transfer elements of software in the language of the country in which the implementation of such a product is done.
• In the Ukrainian market of translation, the term "localization" has become entrenched in this type of translation, and today more than one translation agency offers localization services.
• The current situation makes localization a new and promising direction of translation and sets a number of tasks to be solved within the framework of translation studies.

Generals about Localization – Cnt’d

• In translation theory, "localization" means the complete adaptation of the translation product to the local conditions of their use in a particular region.
• This unity of region and language is denoted by the term locale, ie, the principle of transmitting information in accordance with the requirements and characteristics of another language and culture.
• The term "localization" can also be used in a narrow sense: localization is the process of adapting software to the laws, culture and reality of the language of translation.
• The essence of localization is the adaptation of text, documentation, graphic symbols, tables, etc., belonging to a particular language or culture, to another language, taking into account the psychological, religious, ideological features of the target language.

LOCALIZATION AS TECHNICAL TRANSLATION

• For translators, the linguistic aspect of localization is important. In this regard, localization is a special kind of technical translation carried out in the discourse of computer technology, aimed at comprehensive reproduction of the text of software products in another language and includes linguistic and cultural interpretation and adaptation of translated texts to the specific needs and expectations of the target audience.
• Localization as a translation phenomenon consists of several stages: 1) internationalization (preliminary preparation of source texts for translation by in-language translation (if necessary)), 2) actual translation (reproduction of prepared text elements of the software product by means of another language, including translation of program texts , interactive help materials, accompanying documentation, information on the Internet, etc.).

LOCALIZATION AS TECHNICAL TRANSLATION –�Cnt’d

• 3) humanization (adaptation of technical messages and their expression in a language understood by a wide range of users) and
• 4) testing of the localized product (checks of preservation of functionality and correctness of display of a software product in the conditions of new language registration).
• These stages of localization are closely interrelated and interdependent, and each subsequent stage can be performed in parallel with the previous one, ensuring the continuity and interactivity of the localization process.

TYPICAL TASKS OF LOCALIZATION

• The task facing the localizer is not limited to translation, moreover, translation as such usually does not take a leading place in the process of software localization.
• Typical adaptation tasks are the use of localization of texts, images, printing and advertising materials. These include, among other things, the adaptation of national currency symbols, the use of accepted date and time formats, and the rules of alphabetical sorting of texts.

TYPICAL TASKS OF LOCALIZATION – Cnt’d

• For graphical user interface software, localization also involves the correct alignment and placement of interface elements, taking into account that line messages can have significantly different sizes in different languages ​​(for example, a typical message in English, when translated into Ukrainian, usually becomes longer on 30-50%), as well as taking into account the rules of writing the text (for example, from left to right for most Western languages, right to left for Arabic and Hebrew, top to bottom for Japanese).
• Therefore, software design and development should take into account localization considerations in the most serious way.

STATE DOCUMENT ON LOCALIZATION

• CABINET OF MINISTERS OF UKRAINE
• RESOLUTION of November 16, 1998 No 1815 Kyiv
• On approval of the Procedure for localization of software products (software) for the implementation of the National Informatization Program (With changes made in accordance with the Resolution of the Cabinet of Ministers N 1469 (1469- 2000-n) from 27.09.2000) �

�The Difference between Translation and Localization

• Translation is the process of changing the information on the pages of an Internet or other resource from the original version to the version for a specific language. These can be text articles, videos, pictures, attached documents and more. Translation is performed by replacing foreign speech acts with Ukrainian ones.
• Localization is a broader and specialized process. In this case, it is not a simple translation, but the adaptation of the resource to the national characteristics of a particular country

LINGUISTIC LOCALIZATION

• Linguistic localization (from the Latin locus - place) is the translation and cultural adaptation of a product to the characteristics of a particular country, region or population group.
• And “a product" means any product or service.
• Localization is the second phase in the unified process of internationalization and localization.
• It also provides a comprehensive study of the target culture, necessary for the proper adaptation of the product to the needs of individual markets.

LINGUISTIC LOCALIZATION 2

• Most often, the process of localization is reduced to the translation and cultural adaptation of software, video games or websites. Much less often, this term is used to translate texts, which, however, also involves cultural adaptation.
• Product localization can take place not only in countries and regions where the population speaks a foreign language, but also in cases where the language remains the same, for example, different dialects of Spanish in Spain and Latin America, in which idiomatic expressions differ. Similarly, the choice of idiomatic expressions may vary in different countries where the official language is English (USA, UK or Philippines).

Aspects of localization

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• According to the classification proposed by LISA, localization includes the following aspects: linguistic, physical, business, cultural, legal and technical.

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• At the end of this stage, testing is carried out, which involves checking compliance with quality standards to make sure that the product works correctly and meets customer expectations.

Requirements for localization

• The requirements for localization include the following:
• 1 correct and adequate use of the target language, preferably in accordance with the current language standards of the region;
• 2 compliance with the customer's terminology;
• 3 consistency in the use of translated terminological units;
• 4 compliance with the customer's style guide;
• 5 if there is no specially specified terminology or glossary, the translation should be performed in accordance with industry standards and terminology;

Requirements for localization -cont’d

• 6 Technical literacy of the translator is a mandatory parameter;
• 7 Compliance with other requirements specified by the customer, e.g. limited number of characters per line, wording of texts in dialog boxes, etc.
• Thus, the localizer becomes a specialist in the field of translation, as well as a specialist in the target language. This stimulates their own self-development and the forward movement of a translator working in this field.

��Stages of the software localization process 1�

• As a rule, the software localization process includes several stages. This is the only way to guarantee high quality of software localization.
• 1. Analysis of the technical feasibility of software localization.
• At this stage, possible difficulties that may arise in the process of software localization are analyzed, including:
• - The presence of restrictions on the size of interface elements, the use of fonts that do not contain Cyrillic characters, etc;
• - The ability to change the regional settings of the software, including alphabetical sorting of lists, display mode of date and time, numbers and currencies;
• - Correctness of the program operation and technical possibility of its further debugging.

Stages of the software localization process 2

• 2. Translation and adaptation of the software translation. This stage includes the following tasks:
• - Compilation of glossaries to ensure terminological unity of translation;
• - Exporting the text into a format convenient for translators;
• - Translation of interface and service messages from a foreign language into Ukrainian with preservation of data structure and all service symbols;
• - Translation and editing of help files and documentation.

Stages of the software localization process 3

• 2. Translation and adaptation of the software translation.This stage includes the following tasks:
• - Compilation of glossaries to ensure terminological unity of translation;
• - Exporting the text into a format convenient for translators;
• - Translation of interface and service messages from a foreign language into Ukrainian with preservation of data structure and all service symbols;
• - Translation and editing of help files and documentation.

Stages of the software localization process 4

• 3. Testing and debugging of localized software.
• At this stage there is a direct interaction between translators and technical specialists on software debugging.
• The tasks of the stage are to check the correctness of the docking of individual parts of phrases, the absence of messages that do not fit on the screen, as well as the correction of detected errors.
• Testing also includes checking the functionality of the software.
• 4. Taking screenshots of the localized software and including them in the translation of help files and software documentation.

Adequacy of translation in the IT sphere

• Ensuring the adequacy of Ukrainian translations in the rapidly developing field of computer technology is one of the most pressing problems of modern translation studies.
• The particular urgency and necessity of such a study is due to the active spread of English-language software products in the Ukrainian market and the need for accurate and understandable reproduction of all language components of these products for end users.

ADEQUATE LOCALIZATION

• Adequate localization means the creation of a grammatically correct text, understandable to end users, which corresponds to the lexical and stylistic guidelines of the target language in the field of technical translation, in the conditions of correct display of translated messages on the computer screen and the corresponding execution of all functions of the software product with new names in its localized version.

ADEQUATE LOCALIZATION 2

• Translation of terms and specialized vocabulary is considered as an integral part of localization and is characterized by:
• - specific difficulties associated with this genre, due to the constant updating and replenishment of the terminology system with new units;
• - high level of figurativeness, ambiguity and homonymy; culturally specific motivation of terms and specialized vocabulary reflecting a special picture of the world;
• - tendency to alienation of translations under the influence of the authority of the source language and interlingual interference.

WEB SITE LOCALIZATION PROCESS 1

SOFTWARE LOCALIZATION PROCESS 2

�Мовне тестування у локалізації��

• Linguistic QA check of a localized product includes checking the adequacy of translation of language elements in context and checking the linguistic correctness of the user interface of the localized product.
• It is carried out by general IT specialists with knowledge of languages, translators and linguists, or an optimal combination of such specialists.
• This is an important stage of the overall testing of a localized application, game, website, etc., because translation errors can spoil the user experience and reduce sales of such a localized product.

DIFFICULTIES OF LOCALIZATION 1

• This type of translation activity is accompanied by numerous difficulties of different nature, which can be divided into linguistic, technological, cultural and organizational.
• The largest group among these is the group of linguistic difficulties, but given the special type of discourse in which localization is carried out, it is impossible to ignore the technological aspect, which largely determines the methods of translation and distinguishes localization as its special genre.
• Technical difficulties are understood as difficulties in translation that arise as a result of the specific technical environment in which it is carried out.
• They are determined by such factors as the presence of special extra-linguistic meaningful units that are an integral part of the texts being reproduced and require appropriate transmission and adaptation in translation, the form of which, along with the content, also plays a significant role.

DIFFICULTIES OF LOCALIZATION 2

• Among the technical elements that influence the ways of software translation are the following: spatial restrictions, variables, control codes, activation keys, keyboard shortcuts, etc.
• The problem of this type of translation is motivated by the peculiarity of the genre of computer program text messages, which operate on the borderline of scientific and technical and informational-journalistic styles, which,
• on the one hand, determines the presence of a large number of special technical terminology, and on the other hand, in terms of linguistic and linguistic design, they are characterized by a significant number of elements that are not inherent in the scientific and technical style, which are aimed at ensuring the availability of these texts for understanding by the general public of non-specialists working in the field of computer science.

Difficulties of translation in localization 1

• 1 The Ukrainian-language discourse of computer technologies, in which localization operates, namely the terminological apparatus of the Ukrainian language in this field, is still at a fairly early stage of its formation, and is constantly replenished with new units to denote the latest technological realities, as a result of which the quality of existing Ukrainian translations of software products from English remains insufficiently high.

Difficulties of translation in localization 2

• In some languages, such as Finnish, German and Dutch, one large "word" is often created to replace a sequence of several short words in other languages.
• For example, the English phrase "Input processing features" becomes "Eingabeverar- beitungsfunktionen" in German.
• English text is easily split into two lines if there is a block width limitation, for example, next to input fields in a form, or on tabs or buttons, or in narrow columns.
• The German "super-word" cannot be transferred automatically and can create a significant problem in the layout.

Difficulties of translation in localization 3

• Character width�Chinese, Japanese and Korean, as well as some other languages, have more complex character writing than Latin-based languages. This leads to the fact that even if the number of characters in the translation string remains the same, or even becomes slightly smaller, the space occupied by the string may be much larger than in the original.�For example, the English word "desktop" becomes "デ ス ク ト ッ プ" in Japanese. The Japanese translation is smaller by one character, but usually takes up much more space horizontally.��

Difficulties of translation in localization 4

• Think twice before using abbreviations:
• When you use an abbreviation to fit text into a limited space, you should seriously consider whether it is really a good idea? Other languages may not have a similar abbreviation and the translation text may be much longer. In many languages, abbreviations are very rare.
• This may be due to the style of the language. In other cases, it may be caused by practical considerations. For example, Arabic "words" are usually built on the basis of a compact root with prefixes, suffixes and small internal changes to reflect the meaning more accurately. Abbreviations without losing meaning become a big challenge.
• In addition, you will have to familiarize the translators with the list of abbreviations and acronyms used.

Grammatical level of translation in localization

• Improvement of translations of software products into Ukrainian at the grammatical level is achieved by overcoming the tendency to overload translated messages with complex syntactic constructions:
• a) the need to avoid passivization and depersonalization in Ukrainian translations under the influence of Russian;
• b) refusal to use complex analytical verb constructions instead of individual verbs as predicates or their parts;
• c) reducing the number of unmotivated compound sentences with subordinate clauses and replacing them with simple sentences with noun-adjective and participle-adjective constructions.

LEXICO-SEMANTIC ASPECTS OF TRANSLATION 1

• 1 Improvement of translations of software products into Ukrainian at the lexical and semantic level involves:
• - the need to maintain homogeneity in the use of parts of speech to translate the names of similar user interface elements;
• - the need for a careful selection of correspondences at all levels in order to bring out the pragmatic meaning of the original in the translation;
• - overcoming literal translation and ambiguity; avoiding jargon and professionalism;
• - orientation to the average non-professional user.

LEXICO-SEMANTIC ASPECTS OF TRANSLATION 2

• 2. Improvement of translations of software products into Ukrainian at the grammatical level is achieved by overcoming the tendency to overload translated messages with complex syntactic constructions, which includes:
• the need to avoid passivization and depersonalization in Ukrainian translations under the influence of Russian refusal to use complex analytical verb constructions instead of individual verbs as predicates or their parts;
• reducing the number of unmotivated compound sentences with subordinate clauses and replacing them with simple sentences with noun-adjective and participle-adjective constructions.

Terms and localization

• The terms in the field of computer technology are characterized by a high level:
• 1) metaphoricity: (hot key – клавіша активізації, warm boot – «тепле» перезавантаження (без вимикання живлення), bind copy – прихована копія, user-friendly – зручний у використанні, surf the Web – пошук в Інтернеті (Windows XP, Office 2003),
• 2) polysemy and homonyme: (picture – малюнок, зображення та кадр; line – лінія та рядок; display – екран, дисплей; показати та відобразити; link – посилання та зв’язок; checked – перевірений та відмічений (=selected with a check mark) (Windows XP, Office 2003), що в умовах послаблених зв’язків із контекстом створює додаткові труднощі під час добору перекладних відповідників.

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�INSTABILITY OF THE NORMS OF TRANSLATION OF TERMS

• Taking into account the fact that the Ukrainian-language discourse of computer and information technologies is still in its infancy, most of the norms of translation and linguistic and linguistic design of texts are not defined. Such conditions lead to a high level of 1) transliteration, transcriptions: (апгрейд (upgrade), акаунт (account), бекап (backup), браузер (browser), банер (banner), букмарк (bookmark), кеш (cache), клік (click), кукі (cookie), логін (login), кодек (codec), онлайновий (online), фреймовий (frame), мультимедійний (multimedia), конфігурувати (configure), інсталювати (install).

INSTABILITY OF THE NORMS OF TRANSLATION OF TERMS 2

• and 2) calques (control panel – панель керування, task manager – диспетчер завдань, stationery wizard – майстер створення бланків, media library – бібліотека мультимедіа, playlist – список відтворення, quick launch bar – панель швидкого запуску (Windows XP, Office 2003) from the source linguistic culture at the level of lexical and syntactic expression of the content, as well as at the level of adapting the style of the translated texts to the style of the original texts.

Principles of translation in localization 1

• One of the main tasks of translators in language localization of any software is to ensure flexibility and language neutrality of the user interface.
• In addition, many technical difficulties for translators are caused by the frequent discrepancy between the length of texts in the source and target languages.
• The translator is obliged to be guided by the principles of economy and compactness, otherwise a significant lengthening of text lines will be unreadable for the user. This greatly influences the choice of software translation strategy by translators. One of the main tasks of translators in the language localization of any software is to ensure flexibility and language neutrality of the user interface.
• In addition, many technical difficulties for translators are caused by the frequent discrepancy in the length of texts in the source and target languages.
• The translator is obliged to be guided by the principles of economy and compactness, otherwise a significant lengthening of text lines will be unreadable for the user. This greatly influences the choice of software translation strategy by translators.

Principles of translation in localization 2

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• Accurate translation of terms
• Clarity of the translation text
• Conciseness and paraphrase to simplify and shorten the text
• Ensuring coherence (cohesion) of the text
• Compliance with genre standards of translation (in translation of software, websites, games, etc.)

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LANGUAGE ADAPTATION

• The localization process consists of complete language adaptation of a product created for another country and another language. It is not limited to translation only, it also consists of customization according to local cultural, social and linguistic requirements, for example:
• - time zones;
• - currency;
• - geographical examples;
• - numeric formats (for example, Ukrainian localization for English "3. 14" will look like "3,14");
• - date and time formats (e.g., the Ukrainian localization for the English date "02/29/2001" will look like 29/02/2001, in addition, the English week starts on Sunday and the Ukrainian week starts on Monday, etc.);
• - names and titles;
• - text sorting (in English - "A-Z", in Ukrainian - "A-Ya");
• - units of measurement (Ukrainian users will not understand inches, pounds and acres, these units need to be converted to metric units).

TRANSLATION STYLE

• The influence of general guidelines on the design of technical texts is also present in Ukrainian translations in the field of computer and information technologies, which leads to heterogeneity and hybridization of style in a single context.
• Despite the underdeveloped terminological base in this field, the Ukrainian language has enough expressive means to translate most terms from English.

FOREIGNIZATION OF TRANSLATION TEXTS

• The active presence of borrowings, inlays, transliterations, transcriptions in translations of software products into Ukrainian shows signs that translators working with this type of texts are increasingly inclined to borrow terms into the target language, being exposed to foreign language influences and the so-called "language fashion", which is typical for computer discourse in general.
• The processes of conscious alienation of translation texts, namely the use of more elements of the source language in the target texts, are justified by the desire to more accurately convey realities (including technological ones) and the tendencies of "globalization in translation", which allow their use instead of existing correspondences and as opposed to their new creation in the target language.
• However, such tendencies are also associated with numerous negative consequences that lead to interference of languages in translation, surzhikization and displacement of direct equivalents existing in the target language by more "fashionable", borrowed, "alienated" variants.

Language and stylistic recommendations 1

• Among the linguistic and linguistic recommendations formulated as a result of the analysis of existing translations of software products, the priority ones are1) avoiding excessive passivization and depersonalization in Ukrainian translations:
• User aborted transfer. 🡪 Передачу перервано користувачем. (Windows XP) 🡪 Користувач перервав пересилання.
• 2) avoiding the use of complex analytical verb constructions ("verb + noun", "verb + verb", "verb + verb + noun", "verb + verb + adjective") instead of individual verbs as predicates or their parts:
• Unable to merge offline changes on.🡪 Не вдається виконати злиття автономних змін. (Windows XP) 🡪 Не вдається об’єднати автономні зміни.
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Language and stylistic recommendations 2

• 3) Reducing the number of unmotivated compound sentences with subordinate clauses and replacing them with simple sentences with noun-adjective and participial constructions:
• Text color will become the nearest supported color. 🡪 Колір тексту буде змінено на найближчий колір, який підтримується.(Word 2003) 🡪
• Колір тексту буде змінено на найближчий наявний колір.
• 4) taking into account the pragmatic function and maintaining the addressee's (end user's) orientation when building translated messages into Ukrainian:
• You cannot install this program because the date for installing the program has expired. 🡪 Не вдається установити цю програму, оскільки термін її установки минув. (Windows XP) 🡪 Ви не можете встановити цю програму, оскільки термін для її встановлення минув.
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Language and stylistic recommendations 3

• 5) Differentiation of the use of verbal nouns to denote action, event and consequence (such as, вставляння – вставлення – вставка),
• 6) avoiding over-saturation of the translation texts with ablative nouns ending in -ation, -tion, and using verbs or other ways of translation (adjectives, participles, adverbial phrases, etc.) instead of ablative derivatives, whenever possible: Unlocks the selected fields for updating. 🡪 Зняття блокування оновлення виділених полів.(Word XP) 🡪 Дозволити оновлення обраних полів.
• Reset All Folders . 🡪 Скид для всіх папок. (Windows XP) 🡪 Відновити всі папки.
• 7) maintaining uniformity in the use of parts of speech to translate the names of similar user interface elements, for example, the use of noun forms for window names and the use of verb constructions (in the imperative mood) for button/command names, etc: «Зберегти як...» – для назви команди меню та «Збереження документа» – для назви вікна. (Word/Excel/Outlook/PowerPoint XP/2003)  

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Language and stylistic recommendations 4

• 8) the need for a careful selection of correspondences at all levels in order to reveal the deep, pragmatic meaning of the original in translation:
• Compare Side by Side with: 🡪 Порівняти поруч з: (Office 2003) 🡪 Зіставити документ з:
• 9) avoiding literal translation and ambiguity:
• Installation failed. 🡪 Установка скінчилася невдало. (Windows XP) 🡪 Під час встановлення програми виник збій.
• 10) avoidance of jargon and professionalism; orientation to the average non-professional user:
• The path is a read-only property and cannot be changed. 🡪 Властивість Path доступна лише для читання і не може бути змінена. (Word XP) 🡪 Вказаний мережевий шлях доступний лише для читання і не може бути змінений.
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Language and stylistic recommendations 5

• 11) development of standards for the reproduction of stylistically colored components (e.g., courtesy formulas, expressive speech acts, etc.) in accordance with the needs of localization as a new genre of translation; adaptation of stylistically colored text elements in accordance with new requirements for the translation of software products:
• Publishing presentation. Please wait... 🡪 Публікація презентації. Зачекайте... (Windows XP)
• Compare wuth:
• Saving File. Please Wait. 🡪 Триває збереження файлу... Зачекайте, будь ласка. (Windows XP)
• Welcome to System Restore 🡪 Відновлення системи (Windows XP)
• Compare with:
• Welcome to Search Companion! 🡪 Вас вітає помічник із пошуку! (Windows XP)
•   In the context of the above variability, it is proposed to preserve courtesy formulas and expressive elements in the translation of software products into Ukrainian. 

Style of program translation

• The way to improve the style of translation of software products into Ukrainian lies in the need to take into account the pragmatic function and maintain the focus on the addressee (end user) when building translated messages, as well as in choosing a strategy for reproducing stylistically colored and expressive components.
• Removing an active agent from the content of a computer program message during translation violates the communication paradigm of working with software products, which is based on a dialogue between the system and the user.

Localization of advertising 1

• Localization is the process of changing the structure of an advertisement to suit the language, customs, humor and other characteristics of a particular country, although the intended "main idea" of the message remains.
• In developing an international strategy, a company may experience difficulties: either to keep the product structure consistent and in line with standards in all markets, or to completely adapt its product in order to be accepted within a particular market.
• A good example of the first option is hair products and cosmetics, which stand out among products widely advertised in magazines, on international and satellite TV. Many brands are known worldwide and follow the same marketing strategy in each country ... Even to the point of using the same commercials, but dubbed into different languages (probably everyone can think of brands that do this).

Localization of advertising 2

• And vice versa, there are some products, especially services, for which the first option is not suitable and which, of course, require careful localization.
• These are mainly websites with technical content, such as websites of machine-building companies, and the most striking examples are websites of financial and legal companies.
• Such companies will require translations with full localization to avoid financial and legal liability for misrepresentations (inattentive misrepresentation is a civil offence in the UK and many European countries). More importantly, flawless localization will be required in these cases because financial reporting standards and legal systems often differ from country to country.

Localization of advertising 3

• Localization of advertising is the process of changing the structure of advertising in accordance with the language, customs, conditions and other features of a particular country, although the intended "main idea" of the message remains.
• When developing an international distribution strategy, a company may experience difficulties: either to keep the product structure consistent and in line with standards in all markets, or to completely adapt its product to be accepted within a particular market.

Localization of advertising 4

• When localizing or adapting an advertising campaign, it is necessary to pay attention to small details in order to make the advertising successful in a particular country.
• The initial goal of a company when creating an advertisement is, of course, to significantly increase sales or market share by introducing a brand.
• The basic technique, regardless of the translation methods, is to use a "bait": an unforgettable advertising phrase (e.g. Beanz Meanz Heinz "Beans mean Heinz"), unforgettable music (e.g. the melody of the song Percy Sledge in the Levi 501 ad) or an unforgettable image (e.g. the secret agent in the Milk Tray chocolate ad).

Localization of advertising 5

• The "decoy" is created specifically for a particular country, and its development necessarily includes the manipulation of phrases, semiotic adaptation and semantics specific to the intended country.

Localization only through translation

• An example of the first option is hair products and cosmetics.
• Many brands are known all over the world and follow the same marketing strategy in each country, even to the point of using the same commercials, but dubbed in different languages (probably everyone can think of brands that do this).
• Only translation is done here.

Full localization of advertising

• And vice versa, there are some products, especially services, for which the first option is not suitable and which, of course, require careful localization. These are mainly websites with technical content, such as websites of machine-building companies, and the most striking examples are websites of financial and legal companies.
• Such companies will require translations with full localization to avoid financial and legal liability for misrepresentation (inattentive misrepresentation is a civil offence in the UK and many European countries).
• Flawless localization will be required in these cases because financial reporting standards and legal systems often differ from country to country.

Changes in the names of goods

• An example with a kitchen cleaner, which was officially called Jiff, and now - Ciff. Over time, it was renamed due to the fact that for many European countries the name was difficult to pronounce. In English, the letter J is pronounced as [dʒ], in German - as [j], and in Spanish - as [h]. This is a classic example of pronunciation-related adaptation.
• An example of semantics-related adaptation is the name Chevrolet Nova. For English-speaking countries, there is nothing special about naming a car Nova. However, in Spain there will be problems with this, because in Spanish Nova means "does not go".
• And then there is the experience with Blue Water.

Curiosities of advertising translation 1

• American Airlines installed leather seats in its planes and decided to inform Mexican consumers about it. In English, the call sounded great:
• Fly in Leather ("Літай у шкірі!"), Але в іспанському варіанті він читався так: "Літай голим!”
• And here's what happened with an advertisement for an American painkiller in Saudi Arabia. The advertisement was as follows: three posters from left to right - on the first one there is a lady with a twisted face, on the second one - a lady drinking medicine, and on the third one - a lady happy and satisfied. The only problem is that in Saudi Arabia they read from right to left.

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Curiosities of advertising translation 2

• Do you know why "Zhiguli" cars were called "Lada"? Because they started selling them in France, and the word "gigolo" in French means not a very attractive character.
• The same is with "Zaporozhets" in Finland: there this name sounds almost like the word "pig's tail", so in Finland "Zaporozhets" are sold under the name "Yalta".
• And here is what happened with the advertising of an American painkiller in Saudi Arabia. The advertisement was as follows: three posters from left to right - on the first one there is a lady with a twisted face, on the second - a lady drinking medicine, and on the third - a lady happy and satisfied. The only problem is that in Saudi Arabia they read from right to left. 

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SoftwareLocalization

• Software localization enables localizers to convert language, currencies, media, and other materials to fit different localities.
• Localization software uses automation and AI to translate words, currencies, and more in order to serve a certain region or country appropriately.
• Here are some of the best localization software.
• Localazy is a localization automation platform and powerful CAT tool. Speak everyone's language and expand your user base. Manage translations and enjoy both standard & innovative localization features. Tailor-made for growing apps and established businesses alike. I

Програми для локалізації - 1

• PASSOLO - це найпотужніший на сьогоднішній день шаблонний редактор ресурсів. Без нього не обійтися жодному користувачеві, який серйозно займається або збирається зайнятися локалізацією програм.
• У програмі передбачена функція автоматичного перекладу і перевірки перекладеного тексту на більшість типових помилок. Функція автоматичного перекладу здійснюється за наявності певних словників. Знайшлися й умільці, які пристосували словники компанії Microsoft, переконвертувати їх з формату CSV у формат Passolo; а словники ці достатньо об'ємні, що значно спрощує рутинну роботу з перекладу часто зустрічаються термінів.
• Словники можна створювати самому, для цього достатньо один раз перевести яку-небудь програму й експортувати список перекладу в словник. І надалі цей словник можна буде підключати при перекладі нових версій програм.
• У PASSOLO дуже розвинена візуальна коригування діалогових вікон у перекладних програмах, що приносить просто задоволення.
• Описувати можливості і переваги програми можна довго. Кращого інструменту для локалізації Вам не знайти, повірте.

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Localization Software - 2

• Multilizer - the program is designed to translate programs. It understands a huge number of formats, distinguishes the type of language (programming) in which the program is written.
• It is possible to edit files for different OS platforms (Windows, Windows.NET, 16-bit Windows, Windows CE, Java, Palm, Symbian, Data, Internet). Visual editing of dialog boxes is possible.

Localization Software - 3

• Visual Localize - A program focused on automatic translation of application interfaces. It uses dictionaries for translation, has many functions to facilitate translation, is able to edit dialog boxes, imports translated text strings from already localized programs, performs spell checking.
• Works with EXE, DLL, OCX, XML, CHM, INI files. With Visual Localize you can translate any program into any language without programming knowledge.

Localization Software - 4

• Sisulizer - Software localization with Sisulizer is carried out in 3 simple steps:
• First, scan the application and identify all sections of text. Sisulizer can work directly from C++ Builder, Delphi, Visual C++, Visual Basic, Java, or Windows binary file, or from XLIFF.
• Sisulizer works visually with HTML and XML. Sisulizer can also extract text from text files and databases. It can also support mobile applications. Sisulizer supports .NET for Smart devices, Pocket PC, Windows mobile, Symbian, and J2ME.
• The second step is to translate the text using a visual editor.
• The third step is to build a localized version. You control the whole process and localization has never been easier.

Localization Software - 5

• Texterify is a translation and localization management platform which aims to make software localization as easy as possible. A very clean, fast and user friendly interface makes it super easy to use while providing full flexibility and powerful tools to perfectly integrate it into your workflow.
• Crowdin is a software company based in Ukraine that was founded in 2009 and offers a software product called Crowdin. Pricing starts at $19.00/month. Crowdin offers training via documentation, and live online. Crowdin is translation management software, and includes features such as collaboration, for software, for websites, localization automation, machine translation, permission
• Stringify is a free cloud-based localization and translation platform, focused on ease of use and powerful developer tools. Stringify is easy to get started with and focuses on the features that you and your client need the most. Our powerful CLI enables you to automatically synchronize strings with the server and merge contributions from other users.

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Visual Localize

• � Visual Localize is a professional tool for translating software and adapting the graphical user interface (GUI). Visual Localize is not a tool for automatic translation. Visual Localize as a computer aided translation (CAT) tool will help your translator to pretranslate already known phrases.
• In addition to this Visual Localize will help him to prevent errors (e.g. truncated texts, non-unique usage of accelerators, ...) during translation. Another great advantage of Visual Localize is that your translator will also see the translation context, because Visual Localize will display the dialogs and menus with all control elemets to the translator... (What you see is what you get editor).
• With Visual Localize, translators are able to translate software applications (comprising various modules such as EXE, DLL, OCX, XML, CHM, INI, etc.) extremely easily into any language without any knowledge of programming. Visual Localize is easy to use and can therefore be deployed very quickly.

LingoBit Localizer (with Translation memory)

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• Автоматизована перевірка перекладу (Automated QA) допоможе виявити більшість помилок, характерних при здійсненні локалізації: граматичні помилки (підтримується більш ніж 80 мов) і помилки пунктуації, текст, що виходить за рамки елемента, що дублюються або некоректні «гарячі клавіші», накладення елементів діалогу. Більше того, значну частину цих помилок Lingobit Localizer може виправляти автоматично.
• Функція Псевдо-перекладу дозволяє перевірити, як впливає зміна довжини рядків на працездатність програми і вивчити наслідки від використання в ресурсах символів з іншої мови. Для цього, в майстрові псевдо-трансляції передбачене внесення в переклад специфічних символів (наприклад, î â é ô або е), зміна ширини рядка і додавання в рядки додаткових символів.

LANGUAGE ADAPTATION

• Процес локалізації складається з повної мовної адаптації продукту, створеного для іншої країни та іншої мови. Він не обмежується лише перекладом, він також складається з налаштування відповідно до місцевих культурних, соціальних та мовних вимог, наприклад:�- часові пояси; - валюта;- географічні приклади; - числові формати (наприклад, українська локалізація для англійського «3.14» буде виглядати як «3,14»); - формати дати й часу (наприклад, українська локалізація для англійської дати «02/29/2001» буде виглядати як 29/02/2001, крім того, англійський тиждень починається з неділі, а український тиждень – з понеділка тощо);�- імена й назви; �- сортування тексту (англійською – «A-Z», а українською – «А-Я»);�- одиниці виміру (українські користувачі не зрозуміють дюймів, фунтів та акрів, ці одиниці потрібно перевести в метричні одиниці).�

Localization and translation of websites 1

• Web site localization (WSL) is interpreted as a combination of translation (replacing source character strings with target ones) and cultural adaptation (linguistic and graphic content, design in general and part of the code).
• This simplified model of WSL is broadcast by the industry for marketing purposes.
• From the technological point of view, the WSL is traditionally described as a multi-step process associated with the need to use specialized translation automation tools (separation of text from code, work with segments), work with texts in images, code, testing, etc.

Localization and translation of websites 2

• Translation and cultural adaptation of language content, according to this model of localization, are "embedded" in different technological chains, but represent different phases of localization.
• Attempts to give a general description of language localization strategies are made mainly in the field of translation studies. This is due to the presence in the WSL process of the translation stage and the element of language adaptation, which also fits into the overall picture of interlingual communication.

What is translated when localizing Websites 1

• In the process of localization the following elements are translated:
• - navigation structure of the site (menu sections, site map)
• - text content of the site;
• - audio and / or video materials present on the site;
• - buttons, flash screensavers;
• - site code;
• - headings invisible to the user, meta tags and other structural elements that have importance when promoting a site in search engines.

What is translated when localizing Websites 2

• Translation of the site software, as well as alphabetical sorting, localization of the system of weights and measures, as well as the format of writing dates and times is performed using special software, for example, Passolo software.

Levels of website translation 1�

• Full site localization involves accurate translation of all content: from text, audio and video content to interface elements invisible to the user, such as meta tags or comments to the program code. Localization of the Internet portal is carried out through high-quality translation of the following components:
• 1. The main text content. Accurate translation of the content into the target language is only the basic requirement for such translation. It is equally important to remember that correctly translated keywords contribute to the effective promotion of texts in search engines.
• 2. Functional content. Names of sections, menu buttons, pop-up tips - no element that ensures the convenience of using the site should be left without attention.
• 3. Media content. Audio clips, video soundtrack, descriptions to flash pictures are also translated. Structural details also play an important role in website localization. Therefore, the translation services of the Internet portal include the preparation of meta-information and comments to the program code.

Levels of website translation 2

• Website translation and localization: peculiarities of TL culture
• However, these actions are no longer just translation and can be considered stages of localization only if the content is linked:
• - to the peculiarities of the mentality of the target culture;
• - to the social and moral norms of the language environment;
• - to its historical features;
• - to the geographical location.
• As an example, we can consider the sites of Islamic states. When adapting the resource to the perception of Muslim visitors, it is necessary to take into account restrictions or even a ban on photographs of women's bodies in swimsuits, gender inequality and strict religious and legal norms. In this case, changes in the visual design of the portal and serious work on the semantic content of the texts are likely.
• Among the possible amendments is the creation of the background and visuals of the site, which do not contradict the moral and religious principles of users. It can also be stylistic adaptation of the information content or adjustment of the semantic concept of the portal. The result is a web resource that fully complies with the moral norms and political postulates of the chosen language environment.

COMPUTER GAME LOCALIZATION

• The localization of computer games consists of phenomena already studied in modern translation studies: software localization and audiovisual translation.
• Features of game translation
• Computer games have a number of features:
• First, they are characterized by their own terminology: commands, special characters, character names, cues, etc. All this must be translated correctly (usually, working with the game text is a translation from English), not forgetting the grammar (in particular, punctuation).
• Secondly, games differ in genres - action, fantasy, strategy, quest, car racing, etc. The translator must have stylistic and artistic techniques in order to convey the character of the game and its characters.

Programs with Ukrainian Localization

• Programs proper: 1) office - Microsoft Office, Libre Office, 2) text editors - AbiWord, NotePad, 3) torrents - Bit Torrent, Ktorrent, Mtorrent, 4) browsers Google Chrome, Vivaldi, Firefox, Opera 5) other programs - Download Master, Double Commander, Midnight Commander, Tux Commander Ashampoo Magical Defrag 3
• BitDefender 8.0
• Chameleon Clock 5.1
• Dr.Web 4.33.2
• Games localized in the Ukrainian language
• Counter Strike 1.6 Ukraine to Bovi4 (2011) [UKR / RePack / Beta 1]
• Grand Theft Auto IV (2008) [Russian + Ukrainian]
• Anthology S.T.A.L.K.E.R. Silver edition (2009) [RePack / Ukr / Rus]
• World of Tanks (2011) [v0.7.1 / Ukr / Rus]
• Stronghold Crusader [RePack] (2002) [Ukr / Eng]
• FUEL (2009) [RePack / UKR]
• S.T.A.L.K.E.R .: The Call of Pripyat
• S.T.A.L.K.E.R .: The Shadow of Chernobyl
• S.T.A.L.K.E.R .: Clear skies
• Heroes of Might and Magic V
• Grand Theft Auto: Vice City, Rock of Ages,

Difficulties of Translation in Localization

• Software localizers often face problems unknown to traditional translators, the main one being the lack of context.
• In the translation of coherent texts from English, the coordination of genitive forms, cases and numbers usually does not cause any complications. At the same time, in programs, diagnostic messages, window names, and the contents of status bars often consist of dynamically predefined phrases and sentence fragments.

Difficulties of Translation in Localization 2

• At the first stage of localization, the translator is simply unable to guess in what context a word or phrase will be used. In cases where the program uses the same term to translate into Russian in different ways (picture - picture or frame, line - line or line), and the context is missing or insufficient, the localizer can rely only on their own intuition and very careful testing.
• Some of these complications do not occur when the system is not developed in English, and it is obvious to the programmer that the predicate may depend not only on the number (picture was updated / pictures were updated - the frame was updated / frames were updated), but also on kind of subject (picture was deleted / library was deleted - the frame was deleted / the library was deleted). Numerals cause similar troubles.
• For example, English-speaking developers distinguish only 2 cases - singular and plural (1 page printed, X pages printed), while in Ukrainian there are possible options (printed 1 page, printed 2 pages, printed 5 pages), and in such situations they have to resort to various tricks (printed: X p.).

Difficulties of Translation in Localization 3

• Proposals with parameters that are substituted dynamically, in general, cause considerable torment to localizers: they can not change the order of the arguments, even if required by the logic of the phrase.
• Arising in the localization of the adequacy of the terminology of the subject area in general are characteristic of traditional technical translation, although the inevitable use of computer vocabulary, not established in the Ukrainian language, often complicates matters.
• Even a giant like Microsoft has failed to offer a decent standard of terminology: in their international word list you won’t see the usual "host", "radio button", "combo-box", "spinner", but not at all easy to digest. " pointer "(pointer)," split box "(split box), not to mention banal errors.

Difficulties of Translation in Localization 4

• The fragility of general computer terminology is sometimes increased by the abundance of "branded" terminology of the developer, the logic of creation and use of which is available only to the creators of the system and its very experienced user.
• All this actually turns the translator's search for a suitable Ukrainian equivalent into a "torment" of the word. The field of software terminology has its own specifics, the existence of which English-speaking IT professionals are unlikely to suspect, and which is traditionally underestimated by Ukrainians.
• For the English-speaking reader, most scientific and technical terms are slightly reinterpreted words of the native language, while in Ukraine historically, such words are difficult to perceive as terms.

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�How much does localization cost? 1�

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• The final cost of localization depends on a number of factors:
• 1 Content subject matter. For example, to translate a website dedicated to medical topics, you will need a translator competent in this field. The services of medical translators can be more expensive, as they require high qualifications in medicine, biochemistry and related fields of knowledge.
• 2 Services of technical specialists. If your content has a special file format (e.g., custom XML), the translation service provider may employ technical specialists for the initial and final processing of such files. Otherwise, some of the content that should not be translated (for example, special commands embedded in XML) may be corrupted in the translation process.

How much does localization cost? 2

• 3 Project management. When translating, say, into 10 different languages, a manager is needed to manage the translation process. Among other things, the project manager ensures that the translation deadlines are met and answers the customer's questions.
• 4 Source and target languages. Some languages are more difficult to find translators for than others. For example, there are much fewer translators for Icelandic than for Spanish.

Localization by Translation Agencies

• Ukrainian translation agencies that perform localization:
• Technolex
• April (translation and localization of sites)
• AventA (game localization)
• LingvaPlus
• Avanta Translating
• LinearisTranslations
• Lango (localization of software and games)
• MrKronosCompany
• Golden Time (web page localization)
• Pereklad3000 (software localization)

Ukrainian Localizing Companies�

• http://www.ukrlocal.info

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• http://www.pereklad3000.com/LokalizaciyaUkrainskou.html

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• http://playua.in.ua/social/groups/viewgroup/9

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• http://localize.org.ua/

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