As companies continue to globalize, it has become increasingly common to translate company websites, advertisements, brochures, and other materials into multiple languages for overseas markets. However, when it comes to creating text for international audiences, unfamiliar terms such as 'localization' and 'transcreation' often appear alongside 'translation,' leaving many confused about the differences between them.
In fact, these three are not merely tasks of 'converting the original text into another language,' but rather important methods that significantly influence the ultimate 'goal of the text' and the 'impression it leaves locally.' Whether you want to convey accurate technical information as it is, adjust expressions to fit the local culture, or create a creative message that compels action—different approaches are required depending on the intended purpose.
Here, we will comprehensively explain everything from the definitions and characteristics of each, to specific examples using corporate websites, as well as the advantages, disadvantages, and guidelines for proper usage. If you are considering marketing strategies aimed at overseas audiences, please take this as a reference.
Overview of the three methods
Translation
Translation It is the task of faithfully transferring the meaning of the original text. Contracts, technical manuals, and IR materials require 'accuracy and clarity.' It is suitable for documents that are prioritized.
- Features
- Convert to another language without distorting the original content.
- Suitable for the accurate transmission of facts, information, and legal matters.
- If the context or nuances become ambiguous, adjustments may be made to create a natural expression by incorporating paraphrasing, but the deviation in meaning will be kept to a minimum.
- What kind of text is it suitable for?
- Product specifications, instruction manuals, legal documents, press releases, IR reports, and so on.
- important point
- The writing tends to become stiff, so aim to move the user's heart. Not suitable for 'expressive display.'。
- If cultural or emotional expressions are included, a simple translation may not fully convey the meaning.
Localization
Localization Not just about language A method of adjusting expressions to match local culture, customs, laws, and user preferences This includes considerations for units used (such as converting cm to inches), currency, time differences, and unique concepts or customs rooted in cultural backgrounds.
- Features
- Convert units, currency, date formats, and analogies into forms that are more familiar locally.
- Bridging cultural gaps that cannot be addressed by mere 'literal translation'.
- In some cases, additional explanations may be provided for information not included in the original text to make it easier for readers to understand.
- What kind of text is it suitable for?
- Corporate introduction page, service overview, blog articles, FAQ, etc. Bridging the 'sense of distance' between the reader and the brand Text.
- Software and app UIs, as well as system texts in games, are typical examples of localization because they need to be adapted to local specifications.
- important point
- Since the workload increases, it takes more cost and time compared to just translation.
- When dealing with culturally sensitive topics (such as religion and customs), the opinions of local experts and natives are indispensable.
1-3. Transcreation
Transcreation It is a translation method that involves creative work, as suggested by the phrase 'Translation × Creation.' It is particularly utilized in areas such as catchphrases and brand slogans, and the original... Boldly altering expressions to recreate the 'impact' and 'emotional resonance' of the text in the target language in the same way. There is.
- Features
- Rather than simply replacing the original words, prioritize recreating the intended image or emotion.
- Create the most suitable phrases based on a deep understanding of local culture, target values, and trends.
- A strong emphasis on marketing and branding elements requires an approach similar to copywriting.
- What kind of text is it suitable for?
- Brand slogans, product campaign catchphrases, short impactful phrases for social media, and more.
- important point
- A high level of language sense and creativity is required, and it is greatly influenced by the translator's skill and understanding of the brand.
- It often requires significant cost and time, and detailed meetings and reviews with the person in charge are essential.
Specific Example: Differentiation in the Text of a Corporate Website
Example of translation
On the corporate website's company overview page, to simply convey to English-speaking audiences the message 'We develop products utilizing renewable energy,'
We develop products using renewable energy sources.
In many cases, a translation of this level will suffice. As long as the text conveys the facts accurately and concisely, there is little need for detailed paraphrasing.
When you want to accurately convey factual information, such as in a news release, translation serves as the basic form. For content where accuracy and transparency are crucial, such as IR materials and financial statements, excessive paraphrasing or creative elements are unnecessary.
2-2. Examples of Localization
When Japanese companies want to convey the 'omotenashi culture' to overseas readers, simply omotenashi Even if it is written, it is difficult to convey. Therefore,
“Omotenashi” is a unique Japanese approach to hospitality, where service providers anticipate guests’ needs and fulfill them before being asked.
By adding sentences that supplement Japan's unique cultural background, it becomes easier to understand smoothly. This is not 'translation' but a 'localization' approach.
Furthermore, when expressing the 'Customer Testimonials' section on the visual top page of a corporate website for an international audience, localization involves not only adjusting the text but also tailoring images and color schemes to suit local preferences. For example, in Western countries, there is a tendency to prefer clean and simple designs, and having too much text can sometimes cause readers to feel stressed. Such adjustments, among others, are necessary to create a result that is naturally accepted in the local context.
2-3. Examples of Transcreation
Transcreation demonstrates its power in the brand slogans and taglines that companies deploy globally. For example, Nike's 'Just Do It,' if translated literally, would become 'Tada Yare' in Japanese. However, this translation feels rigid in nuance and lacks elements of proactiveness and a spirit of challenge. Hence, advertising agencies and others have added their own creative touch, resulting in famous examples like 'With Nike, you can surely do it.'
On corporate websites, the main copy, vision, and mission sections are filled with messages that can be called the 'soul of the brand.' Since directly translating or literally translating such phrases often fails to convey their true intent, it is important to use transcreation to 'reconstruct the energy and sentiment of the original text in the target language.'
3. Comparison of Advantages and Disadvantages
3-1. Advantages and Disadvantages of Translation
- merit
- Costs and time can be relatively reduced.
- It is suitable for conveying information such as numbers and legal expressions because it is easy to maintain accuracy of the content.
- It can be safely utilized when you want to share data and evidence as they are.
- Demerit
- The text tends to be literal and lacks ingenuity to capture the reader's interest.
- It is unsuitable when elements that appeal to emotions are required.
3-2. Advantages and Disadvantages of Localization
- merit
- Cultural and customary gaps are bridged, resulting in expressions that the reader can naturally understand.
- We can promote our products and services in a way that aligns with the local lifestyle and values.
- It gives a positive impression of being 'easy to use even overseas!'
- Demerit
- Additional research and arrangements may be required, increasing the effort and cost compared to translation.
- If one's understanding of the local culture is shallow, it may instead lead to misunderstandings (such as incorrect cultural interpretations).
3-3. Advantages and Disadvantages of Transcreation
- merit
- By leveraging creative nuances, it is possible to maximize branding and marketing effectiveness.
- It is easy to evoke users' emotions and actions through catchphrases and slogans.
- When expanding globally, it is possible to create messages that maintain 'originality' even in the local language.
- Demerit
- A high level of sensibility and copywriting skills are required, and selecting the contractor and conducting internal reviews take time.
- Costs also tend to be relatively high.
- When proposing expressions that deviate significantly from the original text, it can sometimes be time-consuming to build consensus within the company.
4. Guidelines for Proper Usage
Using the example of multilingualization of a corporate website, let's consider how to combine each method effectively.
- News releases, IR information, and product specification pages
- Translation Based on the principle. For materials that require accuracy and reliability, it is safer to minimize paraphrasing.
- Company introduction and service overview page
- Translation + Localization Recommended. While addressing factual information through translation, add examples and supplementary explanations that are easy for overseas users to understand.
- Catchphrases or brand slogans on the homepage
- Transcreation Consideration. While making the most of the brand's worldview, create an expression that allows people on-site to feel the same level of enthusiasm.
- Blog articles and columns
- Flexibly adapt between translation and localization to a moderate degree, depending on the theme and target of the content. For example, when introducing a Japan-specific event, localization that includes a brief background explanation becomes necessary.
- Subtitles for SNS posts and promotional videos
- Considering the impact of the message and the synergistic effect with visuals, even short phrases should take transcreation elements into account. If aiming for a catchy expression, a creative translation approach is essential.
As such, since the necessary elements differ for each page or piece of content, it is efficient to first organize "which parts should have which translation methods applied." Even if there are not enough resources to complete everything with high-quality transcreation, it can be effective to allocate tasks by entrusting only key catchphrases or main visuals to transcreation, while handling the rest with translation or localization.
5. Key Points to Consider Before Placing an Order to Avoid Failure
- Clarify goal setting before making a request
- Deciding whether to prioritize accuracy or impact will make communication with your translation partner smoother.
- In branding, identifying important keywords and phrases within the company makes them easier to utilize.
- Research on local culture and target users
- In localization and transcreation, the final outcome is particularly influenced by how well one understands 'culture and preferences.'
- Thoroughly check the risk of using words that have negative meanings in other countries or expressions that could potentially cause discomfort.
- Creation of guidelines and glossaries (style guides)
- Having a document that standardizes the representation of company names, brand names, and product names, as well as the usage of technical terms, makes it easier to maintain quality.
- Even for slogans and phrases subject to transcreation, the corporate philosophy and core message should remain consistent.
- The use of machine translation is merely supplementary.
- The use of machine translation as a draft to reduce translation costs and time is increasing. However, relying on machine translation for critical texts in marketing and branding often results in the loss of subtle nuances and the power of words.
- It is desirable to always have checks and final touches go through a native check by a human.
- Review and feedback carefully
- Before publishing the completed text, request a review from local staff or native speakers to verify whether it does not cause misunderstandings or discomfort.
- If any issues are discovered during continued operation, they will be flexibly corrected, and know-how will be accumulated.
6. Summary
Translation, localization, and transcreation may seem like similar methods at first glance. However, in reality, each has its own distinct characteristics—'accuracy-focused,' 'cultural sensitivity,' and 'creative expression.' By selecting the appropriate approach, it becomes possible to achieve optimal communication with international readers and customers.
- TranslationIt is suitable for sentences aimed at conveying information accurately.
- LocalizationAdjust expressions based on culture and customs to ensure the reader can naturally understand them.
- TranscreationUtilized in cases where 'creative translation' that evokes emotions and actions is required.
Corporate websites often contain a mix of 'fact-focused' content, such as news releases and company overviews, and 'impression-focused' content, such as the homepage and brand stories. Based on the role and purpose of each page, determine which approach is most suitable.
To effectively deliver messages to overseas users, it is essential to adopt an approach that aligns with the perspective of individuals from different languages and cultures. To communicate in a way that is accepted in multinational markets without compromising your brand image or the appeal of your products and services, consider utilizing translation, localization, and transcreation appropriately. As a result, not only will multilingual information dissemination become smoother, but it will also significantly contribute to enhancing your company's trustworthiness and favorability on a global scale.
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