The Importance of Localizing While Globalizing

The terms “globalization” and “localization” seem to be on opposite ends of the spectrum. Globalization focuses on international integration of views, ideas, products, and culture in order to create a neutral product and/or service that can be used anywhere, while localization focuses on adapting the product or content to the culture and customs of a specific locale. As companies become global, however, it is still important to keep in mind the cultures and values of the countries where business is being conducted in order to guarantee an appeal to local customers and businesses.

In a world where English is unofficially becoming a universal language, taught in school and used in business, there is still an importance placed on ensuring that content is also translated into local languages of the places where the content is displayed and marketed towards. The Common Sense Advisory, a go-to place for information regarding the translation and language industry, previously published statistics that put an emphasis on the need for translating content. In order to reach about 80% of the world’s population, 83 languages are needed… Whereas, reaching 100% of the world’s population takes 7,000 languages. Also, about 56% of the world’s population agrees that having information in their own language is more important than price. If people are willing to spend more, and a great number of languages are needed to reach those people, translating content into local languages should be a top priority for any global company.

This is where the importance of linguists comes in. You help the process become easier for companies by introducing not only your knowledge and expertise of the language, but also of the culture and background of the locations where that language is most commonly used. To ensure that the message and emotions are translated along with the words, it is best never to do a word-by-word translation, like certain online automated translation websites do, but to also translate the expressions, humor, and/or idioms within the content. Translating and interpreting means to secure the message and not just to interpret and translate the words. Localization involves adapting the expressions and idioms locally, which can be done during translation. By working with a linguist, companies will gain the advantage of making sure that they localize their content while going global.

Gangnam Style’s Rising Popularity: Galloping Over Language Barriers

Many people, if not, all people know the popular hit, “Gangnam Style” by Korean (and now worldwide) pop sensation, PSY. The song is catchy; the video is colorful; the style is bright, fun, and eccentric! What’s not to like?

This song is mostly in Korean. Granted - many people understand and speak the language, but MANY people don’t. So, how did “Gangnam Style” become so popular and viral?

The video is hilarious. That’s for sure. Check it out here: http://www.youtube.com/watch?v=CH1XGdu-hzQ

Is the video enough to make a SONG viral? Maybe, but my thoughts are that PSY’s song cleverly includes Korean AND English… Kor-English, if you will. Because people around the world could sing along to the words they actually did know, they felt the rhythm and sang along to the rest. Then, I’m sure curious people, like myself, looked up the English translation to the Korean words in the song. After that, knowing the words along with doing a signature dance to a dance-y, catchy, and fun tune, made the song that much more lovable and popular.

In my opinion, if you want to have a top hit on the music charts, write a song containing all of the elements that PSY’s song does. If you speak a different language, mix it in with some English. Bada-bing-bada-boom! You’ve got yourself a worldwide hit!

What other songs can you think of that have these basic similarities and were extremely popular? Share what you know!

KFC turned PFK: Translation AND Localization are Equally Important

On a road trip up to Montreal, Quebec for some fun, I decided that a strong desire for some of the Colonel’s Original Recipe was getting the better of me. After 6.5 hours of driving, the craving was growing stronger than ever, and with Montreal being a major city, I figured we are bound to find a KFC sooner or later. Before we knew it, there it was. Only, I couldn’t help but notice that they had the lettering backwards… or scrambled… or huh?!  With further examination, I realized that the letters weren’t the same at all. It was the same ol’ Colonel’s face posted on the same red background with vertical white stripes—but the lettering read “PFK.” Totally bewildered, I sat there staring, remembering that in my travels to Europe, franchises like McDonald’s were always, well, McDonald’s. At first I didn’t think that PFK (Poulet Frit Kentucky) was the translation of the well-known Kentucky Fried Chicken, but then I remembered that Montreal is a part of French Canada.

PFK in Montreal

This led me to realize that although other franchise names do not change internationally like KFC changes to PFK, their menus certainly do get modified. The staples of the fast food industry, which we are so familiar with, conflict with certain geographic locations and therefore need altering. We all remember the iconic Pulp Fiction scene where Jules enlightens Vince that France refers to a McDonald’s “Quarter Pounder with Cheese” as a “Royale with Cheese.”

Language is such a vital and ever-changing concept in respect to location. Evidently, franchises around the world realize that a truly important aspect of culture is localization. Therefore, they have made their establishments more locally friendly and altered details here and there to relate to the people they are serving. Smarter, more successful companies use Language Service Providers… and rightly so.

Next time, you’re out having some finger-lickin’ good chicken, remember how important it is to localize, and remember this post as a great conversation starter. Although, I’m sure your mouth will be used for eating, not talking!

 

Want to Learn a New Language?

There are so many ways to learn a new language…

• Buy a one way ticket to a foreign country, and “live the language.”
• Find a live course, and sit in a classroom to learn (the more times a week, the better).
• Get yourself a tutor, and learn that bad boy in one-on-one sessions.
• Go online or buy a DVD/CD, and teach yourself at home.

All of these techniques work, right? Surely, they make a difference and you get acquainted with a new language, but the best way to become best friends with a new language is by using these techniques to quickly get yourself to a level where you can hold generic, basic conversations. Once you get to this level, USE YOUR NEW LANGUAGE! It’s extremely important to use the language as much as possible. This is the best way to learn new words and meanings.

It will never hurt to learn a new language. So, step out of your comfort zone and get motivated!

“Learn everything you can, anytime you can, from anyone you can; there will always come a time when you will be grateful you did.” – Sarah Caldwell

The Ultimate Time Management Guide for Translators

So, you’ve been awake all night trying to meet your deadlines. You just ran out of coffee. You haven’t showered or eaten in days and you can’t seem to find your cat. You are officially stressed. If this sounds all too familiar, take a deep breath, you have come to the right place.

Where do I begin?

The first place to begin is to take the time out to plan! If you haven’t already created a to-do list, then do it! By writing down all your tasks on one list, you can take a step back and look at the big picture. After creating your to-do list, you should read through it and decide which tasks are most important and which ones need to get done first. The next step would be to make a tentative schedule for the week.

What are the benefits of sticking to a schedule?

By sticking to a schedule, you are ensuring that you will be in your office by a certain time. Without having a schedule, it is possible to sleep all through the morning since you never set a specific time to be in. Another benefit to sticking to your schedule is not missing lunch. I’m sure you’ve had days where you were trying to meet a deadline and you find yourself at three in the afternoon and you still have not eaten a thing. When you create a schedule you can arrange an approximate time for a lunch break.

It is also awfully important to schedule a time to leave the office. Yes, we know that you are a hard worker, but your work day needs to end at some point. It is very important to maintain a work-life balance. You must take care of yourself and maintain an adequate level of health. You don’t want to end up stressed and sick because your work will suffer, and it ends up being a loss for everyone.

Will I be able to take on more tasks?

Yes and no. When you manage your time more efficiently, this might allow you to have more time to work on projects, but sometimes you need to allocate this time to projects you already have taken on, in order to do a good job. You need to realize that it is more than okay to say no sometimes. If you do not have the time or capacity to do a project, then you should not agree to do it.

Now that you can efficiently manage your time, you can create better quality translations, therefore improving your credibility as a professional translator!