software localization: difference between translation of guis and related technical documentation...
TRANSCRIPT
Creativity in translation Napoli, 5-6 May 2016
Raffaele Tutino
Localization Specialist / Lecturer
Software Localization: Difference between Translation of GUIs and Related Technical Documentation and
Transcreation of Marketing-Oriented texts
"Localization involves taking a product and making it linguistically and culturally appropriate
to the target locale (country/region and language) where it will be used and sold.“
LISA, Localization Industry Standards Association
Internationalization: The anticipation of localization requirements is sometimes referred to
as an internationalization effort. Internationalization (sometimes shortened to “I18N” ,
meaning “I - eighteen letters –N”) is the process of planning and implementing products and
services so that they can easily be adapted to specific local languages and cultures.
Globalization: The tendency of businesses, technologies, or philosophies to spread
throughout the world, or the process of making this happen.
Localizazion: definitions
McDonald’s: local menus
Malaysia
McDonald’s: local menus
Mexico
McDonald’s: local menus
Italy
• Software (desktop programs and mobile apps)
• Websites
• Online help and technical documentation
• Packaging
• Marketing collateral (marcom)
What is localized in the IT field
Software strings with source
code
A very specific set of rules...
Available in Microsoft Language Portal, where there are useful tools such as: 1) Style guides 2) Terminology collection 3) UI translations
Style guides
Localization Vs. Transcreation
Marketing-oriented texts:
- Localization is not enough
- Trancreation expertise
Differences:
- Terminology
Translated terms Vs. Original English terms
- Adherence to source text Vs. More creative renditions, with additions and/or removal of source sentences.
Documentation of software: an example
Q&A
Raffaele Tutino
Localization Specialist / Lecturer
Twitter: @raftutino Facebook: Raffaele Tutino – Translator/Localization Specialist
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