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

Terminology collection

UI translations

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

Transcreation: an example

Q&A

Raffaele Tutino

Localization Specialist / Lecturer

Twitter: @raftutino Facebook: Raffaele Tutino – Translator/Localization Specialist

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