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Localization in audiovisual translation.pptx
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- 2. “Translation” is theprocess of rendering text from one language into another so that the meaning is equivalent. “Localization” is a more comprehensive process and addresses cultural and non-textual components as well as linguistic issues when adapting a product or service for another country or locale. “Transcreation” is a re- engineering of your brand promise to make it engage with a foreign market on an emotional level.
- 3. The recent vigorousappearance technology Digital telecommunication in the market Reconsidering the role of AVT in terms of audience appeal, choice and commercial success
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- 5. TRANSCREATION Transcreation is inother words creative translation. It is crucial in advertising, branding and marketing content. The difference between translation and transcreation is essentially the text that is being translated and the way it is being treated. Transcreation involves translating with more artistic flare, which means that the transcreator not only stays true to the original text, but also can incorporate copywriting
- 6. It is notonly translating but also recreating the original text in a new language, whilst making sure it still depicts the desired context. Advertising campaigns or film trailers are loaded with emotions and semiotics that need to be translated accurately for certain audiences. That’s why more personal approach is needed – a person transcreating a campaign must have the cultural knowledge of the market the text or visuals will be broadcasted to. Otherwise, the campaign might be completely misunderstood. Therefore, transcreation preserves the original meaning, but also ensures the content appeals to the new audience by conveying the tone and emotion of words.
- 22. • https://www.youtube.com/watch?v=v59LH0IHRy0 • Localized:https://www.youtube.com/watch?v=n7j5CNEjGyc • (11 min. – English version)
- 27. WEBSITE LOCALIZATION • Websitelocalization covers adapting website content, design, and user experience to suit different languages and cultures. The process covers adjusting design elements to cater to local aesthetics, and even modifying navigation and layout to match browsing habits.
- 28. Airbnb does outstandingwebsite localization. It's possible to view the platform in 62 languages, and the site's content, imagery, and even rental rules are adapted based on the user's location. Weglot's automatic content detection feature scans all the content on site for translation. Its integrated translation management makes collaboration between translators, marketers, and developers easy, and with its tools for improving multilingual SEO, businesses can ensure that their localized websites rank well on search engines, driving more traffic and conversions.
- 30. NETFLIX Netflix's localization strategyis a prime example of how tailoring content (and the user experience) to different regions can boost growth. The streaming giant has harnessed the power of localization to attract American audiences and fortify its standing in the global entertainment industry.
- 32. SACRED GAMES, THEIRHIT SERIES IN INDIA. Set in Mumbai, the show is saturated with Indian cultural references and most of the dialogue is in Hindi. Currently the show sits at an 8.8/10 on IMDB, with 96% positive Google reviews -- if that's not telling of their success in a completely new region, then I'm not sure what.
- 33. Central to Netflix'sstrategy is the meticulous adaptation of its content. Subtitles and dubbing in multiple languages aren't just an afterthought, they're a crucial part of the production process. The company invests significantly in high- quality translation and localization services to make its original content accessible and culturally relevant across its 200+ markets. Netflix's localization strategy extends to the user interface as well. Everything, from language settings to personalized recommendations, is fine-tuned to create a native-like viewing experience, which makes navigation nice and easy, too. Marketing efforts are also keenly localized with region-specific promotional strategies. These can include collaborating with local influencers or creating country-specific social media campaigns to ensure that Netflix's message connects to different audiences. These initiatives pay off, fostering a strong connection with the brand and stimulating subscriber growth in individual regions.
- 34. KFC KFC has perfectedthe art of merging global uniformity with local flavor. As a result, KFC has carved out a strong foothold in diverse markets around the world. At the heart of KFC's localization strategy is the careful adaptation of its menu. Food preferences vary widely across cultures, after all, and KFC goes the extra mile to cater to local tastes. Whether it's introducing 'Chizza' (a fusion of Chicken and Pizza) in the Philippines, 'Spicy Sichuan Chicken' in China, or 'Paneer Zinger' in India, KFC's localized menus echo local tastes, making the brand a familiar and welcoming place for customers just about anywhere. Beyond the menu, KFC also tailors its marketing campaigns and store designs to suit different cultures. Its commercials are often localized to reflect the social and cultural nuances of the target market. For instance, in Japan, where Christmas is seen as a romantic holiday rather than a family occasion, KFC launched a successful marketing campaign portraying its chicken as the ideal Christmas Eve dinner!
- 35. NINTENDO STANDS OUTAS A PIONEER With its localization strategy, Nintendo has mastered the art of creating universally engaging games that transcend cultural and linguistic barriers. At the core of Nintendo's localization strategy is the transformation of its games to cater to different markets. This takes more than just translating text, and involves modifying cultural references, jokes, and even gameplay elements to align with the target culture. This meticulous attention to detail creates a native-like gaming experience that any and all players can connect to. Take the Pokémon franchise, for example, where Pokémon names, dialogues, and cultural cues are carefully adapted for each locale. Marketing materials and branding elements also get the thorough localization treatment at Nintendo. Commercials and campaigns are tailored to reflect cultural nuances, and ensure that Nintendo's messages strike a chord with gamers across different cultures.
- 36. • 72.1% ofconsumers visit websites in their local language • 72.4% said they would visit websites with local translation. • 56.2% of those surveyed said that they might pay more to receive translated information about a product or service.
- 37. LOCALIZATION: AMERICAN “APPLEPIE” TO BRITISH “APPLE CRUMBLE”
- 38. Consider the aboveexample of communicating tonight’s dessert to our British and American friends: both speak English so do we need to translate? No. But do we need to localize – or should we say localise – to communicate to both markets effectively: Spelling can be different: z’s become s’s (as in “localize” becomes “localise”), o’s become ou’s (as in “color” becomes “colour”). Certain words are used differently: elevator/lift, vacation/holiday, pie/crumble. Expressions and idioms are very different as well. And lastly, visuals need to be considered because, after all, these are two different cultures.
- 39. “TECHNICAL” ASPECTS OFLOCALIZATION Imperial vs. metric measurements: If you have an American document that mentions imperial measurements such as feet, you’ll have to give metric equivalents in some cases (note that the UK has adopted metric but also clings to imperial). Currency units: These also require localization, such as changing from $100 to £100 pounds sterling. And, to show equivalent amounts, you would need to do a currency conversion, such as “$100 (£75)”. Paper size: A printed document might be designed for European A4 paper (210 by 297 mm, or 8.27 in × 11.7 inches) instead of American letter- size (8.5 x 11 inches). Those slight differences in size can impact formatting and page breaks. Date formats: You’ll need to know about the differences in date formats: does 4/5/22 mean April 5 (as in the U.S.) or May 4 (as in the UK)? Those differences can be crucial. Text length: In localization of documents and software, you’ll need to prepare for differences in text length resulting from translation, as in the Spanish example at the beginning of this blog post. Translation from English into other languages can result in the text expanding from 30% up to 100%. So, you’ll need to allow for flexible text length in your product or document.
- 40. • Turning idiomsinto content that is clearly understood • Ensure that the colors and images do not send unintended messages • Modified graphics for cultural appropriateness • Translated text in images • Adapting the layout of the page to fit the translated text • Search Engine Optimization and social media in the target languages • Technical preparation of the files containing content • Ensure that website links, URLs and structure are altered appropriately for the target language • Converting dates, times, and currencies to match local conventions • Performing market research to understand the target audience
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