Arabization, Translation, localization and Transcreation represent a set of diversified services offered by most translation agencies.
If you have a file for translation, what would be more suitable for your business requirements? What would you request? Should it be Arabization, translation, localization or transcreation?
With all this wide array of offered services one is always thrown into confusion as to what would best fit his business needs.
To shed more light on all these closely related terms, here is a concise definition of each of these terms supported by illustrations for a clearer overview of the meaning of each.
mainly Arabization is the process of expressing the text of any language in Arabic. It is not only related to translating the source text into Arabic, but delves behind the rendered target text (i.e. the Arabic translated file) and rephrases it to suite the Arab culture, identity and mentality.
Besides the attention given to the translation process and the meticulous choice of corresponding terms, more focus is directed to finding equivalent synonyms to the idiomatic expressions, cliché and collocations in a smooth Arabic style that respects the conventions of the Arabic language, grammar, message and tone of the author. If the file contains any images or issues that might pose a cultural sensitivity, the term extends to include replacing the already used image or addressing the issue in the event that it was not suitable for the Arab culture.
From the scientific and technical point of view, the term also refers to the technique used in coining a new Arabic term for a new invention or a scientific discovery. In such case, the Arabization Process mainly conforms to certain applicable rules such as the regularity & the common use of the term, its ease of use, convenience, compatibility and feasibility of derivation, besides following a long line of guide lines that is expressed in detail by Arab Term.
Therefore, in its broad sense, the term “Arabization” means translating any text into Arabic, while respecting the conventions of the Arabic language on the one hand, and the Arab culture and identity of the audience on the other.
An example of Arabization is evident in any text translated into Arabic, whether for literary, technical or marketing purposes.
Translation is the process of rendering the text of a source language into an equivalent target language, where the translator depends on his repository of expert knowledge of the grammar and syntax of the source language in grasping the author’s intended meaning, which he then conveys in a corresponding target language that conforms to the rules of said language’s grammar and syntax. Its primary aim is creating a translated file that is faithful to the message, tone and format of the source file.
Translation mainly has to do with most business communications, reports, surveys, studies, researches and correspondence, which require a faithful rendering of the source language into the translated file.
Localization is a form of translation, but its broader goal is to make a content or a product feel as though it was specifically created for a specific target market. This is done not only through translation, but it entails going further into the text and adjusting the content or the functional properties and characteristics of a product to accommodate to the intended language, cultural, political and even legal differences of the targeted foreign market or country, which can be simply put in adapting the content and product to meet the desired audiences’ “look and feel.”
For examples to localize an American product for a British market, the process entails using British English and British idiomatic expressions, besides applying British time zones, converting US$ to the British Sterling Pound, as well as adapting to local colour sensitivities, product name, and geographic references. The term also includes formatting addresses and dates, besides adjusting the website’s layout to suite the British cultural and technological preferences.
Examples of cultural content adaptation include: i) colours, shapes, sizes, styles; ii) images, icons, graphics; iii) social codes such as humour, etiquette, rituals, myths and symbols; iv) social values such as power, relationships and beliefs.
On the other hand, examples of functional content adaptation include: i) date and time formats, telephone numbers, contact information; ii) weights, measurements, geographical references, iii) language and linguistic content, product descriptions and reviews.
A perfect embodiment of localization can be clearly elaborated in the launch of any new product to the global or a specific locale market.
Transcreation is another form of translation that is also known as “creative translation”. Although it is literally a form of copywriting, where the original content may be mostly changed to attract the target audience and meet their preferences and taste in order to convince them to buy a certain product or service, a transcreated file still has to maintain the same intent, style, tone and message of the author.
Transcreation is mainly focused on marketing and advertising purposes. It usually takes longer time to create the logical sequence required for convincing the audience to take the desired action. This explains why it is actually more expensive than translation.
An example of transcreation can be seen in the content of hospitality and tourism websites and all marketing collateral, where any bilingual can notice for instance the differences between the content of the source version and that of other target files and the variances among each language in addressing its target audience in an appealing and attractive way to convey the intended message, observe the preferences of the locale and comply to the rules of the language. A more evident example can also be shown in the multilingual websites addressing their global customers, such as Microsoft.
Now that you have a clearer view about the different services offered by most translation companies, which services do you usually use and what service will you order next time?
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