Introduction to Localisation
1 like1,504 views
The document explores cross-cultural digital marketing with a focus on software and website localization strategies, emphasizing the need for linguistic and cultural adaptations to effectively reach local markets. Key elements discussed include text, images, functional features, and the importance of rigorous testing in both software and online help systems. It also addresses practical aspects of localization, the intricacies of managing terminology, and the need for global-adapted marketing campaigns that maintain brand consistency while appealing to local audiences.
Introduction to Localisation
- 1. Cross- Cross-cultural Digital Marketing in the do Algarve Globalization Universidade Age of Faro, Portugal
- 2. Today we are going to talk about... • Software localisation & internationalisation • Website localisation • Advertising localisation Bem-vindos! Introduction to Localisation 2 Jesús Maroto
- 3. AN INTRODUCTION TO SOFTWARE LOCALISATION Introduction to Localisation 3 Jesús Maroto
- 4. Key Concepts • Software Localisation: – Linguistic and cultural adaptation of a software product to a specific local market. – Part of the process which involves carrying out the modifications for that specific local version. • MS Windows-based Software Product: – Product designed to be run on a machine that uses MS Windows as the operating system. Introduction to Localisation 4 Jesús Maroto
- 5. Elements: Text Text in the menus, dialog boxes and strings needs to be translated into the local language (or language variant). Introduction to Localisation 5 Jesús Maroto
- 6. Elements: Text Translation should be complete. The software should support all the characters of the target language. Dialog boxes and buttons should be large enough for the translated text. Introduction to Localisation 6 Jesús Maroto
- 7. Elements: Images Same icons for all versions Avoid text in icons or images Avoid cultural metaphors in icons or images Introduction to Localisation 7 Jesús Maroto
- 8. Functional Elements Some functions of the program may need to be adapted to local cultural standards Local date and time formats Local currency Local paper standard size (for printing options) Control and hotkeys Etc. Introduction to Localisation 8 Jesús Maroto
- 9. Money Format Currency Symbols Before ($40.74) After (40,74$) Mixed (40$74) Introduction to Localisation 9 Jesús Maroto
- 10. Data Formats • Percentage Format –10% –10 % • Measurements / Units • Telephone Number Format –Area Codes –International Country Calling Codes –International Call Prefix Introduction to Localisation 10 Jesús Maroto
- 11. Data Formats Address Formats Street Address Street Name + House/Building Number House/Building Number + Street Name City and Postal Code Postal Code + City Name City Name + Province Abbreviation + Postal Code Personal Names John Smith Suzuki Ichiro Personal Titles Mr. Smith Sato-san Introduction to Localisation 11 Jesús Maroto
- 12. Online Help • Text, screenshots, Table Of Contents and index, training videos, animations, etc. • Symmetry between localised software and online help item names • Technical similarities with website localisation projects Introduction to Localisation 12 Jesús Maroto
- 13. Collateral Material Localisation does not just involve the software product, packaging and manuals will often need to be adapted also Introduction to Localisation 13 Jesús Maroto
- 14. Summary • In each localised version of a software application there is work from engineers, language professionals, cultural consultants, lawyers, marketing specialists and many others. • Software applications are complex products. Localising them requires a multi-perspective approach. • Failure to foresee the differences between the source and target locales may have catastrophic consequences. Introduction to Localisation 14 Jesús Maroto
- 15. STEPS IN A SOFTWARE LOCALISATION PROJECT Introduction to Localisation 15 Jesús Maroto
- 16. Contents • Localisation for Windows-based applications – Development / Internationalisation – Localising GUI (Graphical User Interface) • Terminology • Integrating translation memory tools (Translating) • Localising icons and functionality – Localising Online Help – Testing • Localisation in other platforms Introduction to Localisation 16 Jesús Maroto
- 17. Development/ Internationalisation • Internationalisation (I18N) • Aims: – Keep a smooth workflow by foreseeing the problems of localisation – Save time and money in the localisation process Introduction to Localisation 17 Jesús Maroto
- 18. Localisation (L10N) • Fixing terminology for the target language – One-to-one correspondence – Bilingual glossaries – To be used by technical writers and translators – Included in the localisation kits Introduction to Localisation 18 Jesús Maroto
- 19. L10N of the Graphical User Interface (GUI) • Carrying out the localisation tasks planned during the Internationalisation stage • Translation of the GUI – Menus, dialog boxes, strings • Adapting to local formats – Currency, date and time formats, etc. • Localising the functionality – Hotkeys, specific features, etc. • Localising the Online Help Introduction to Localisation 19 Jesús Maroto
- 20. Translation Tools in L10N – Advantages of using professional Translation tools: • Reuse of previous translations • Filters and word counters • Language-management features (spellcheckers, search and replace, etc.) • Integrate terminology in translation workflow • Etc. Introduction to Localisation 20 Jesús Maroto
- 21. TM Tools in L10N Suggestion by TM Tool DLL in string view Translation environment Introduction to Localisation 21 Jesús Maroto
- 22. Online Help Localising the Online Help After localising the GUI Exact references to the GUI Screenshots Mirroring in bidirectional languages Introduction to Localisation 22 Jesús Maroto
- 23. Testing • Localisation as testing • Functional testing – Hotkeys, common and local functions, etc. • Linguistic testing – Text quality, terminology, completion, etc. (Spellcheckers, terminology checkers, comparison tools, etc.) • Cosmetic testing – Clipped text, menu length, window size, etc. (Catalyst, Passolo, etc.) Introduction to Localisation 23 Jesús Maroto
- 24. Other Platforms Localisation for other platforms Mac OS (AppleGlot) Unix (PO editors) Java Introduction to Localisation 24 Jesús Maroto
- 25. PRACTICAL ASPECTS OF SOFTWARE LOCALISATION Introduction to Localisation 25 Jesús Maroto
- 26. Contents • Practical Aspects of Software Localisation • Linguistic challenges – Language categories – TM tools – Concatenated strings and special characters • Accelerators – Hotkeys – Function/Controll keys • Minimising problems – Query sheets – Testing tools Introduction to Localisation 26 Jesús Maroto
- 27. Linguistic Challenges Language Categories “Open” • “Test port” • Verb (“abrir”) • Verb + Noun (“comprobar puerto”) • Adjective (“abierto”) • Noun + Noun (“puerto de “View” comprobación”) • Verb (“ver”) • TM Tools • Noun (“vista”) • Check context Introduction to Localisation 27 Jesús Maroto
- 28. Linguistic Challenges Special Characters and Concatenations … t n %1 Introduction to Localisation 28 Jesús Maroto
- 29. Accelerators Hotkeys Ampersand Submenu / dialog box Introduction to Localisation 29 Jesús Maroto
- 30. Minimising Problems Communication - Query sheets Quality of the original software Professional, experienced translators Communication (query sheets) Introduction to Localisation 30 Jesús Maroto
- 31. Minimising Problems Testing Tools Linguistic testing • Spellcheckers • Terminology checkers QA checkers • Validate Expert Introduction to Localisation 31 Jesús Maroto
- 32. LOCALISATION OF TECHNICAL DOCUMENTATION Introduction to Localisation 32 Jesús Maroto
- 33. Contents • Documentation • Introduction to the localisation of content • Help Systems – Types of Help files – Elements of Help files • Multimedia in documentation – Flash animations, movies, wizards, images – Others Introduction to Localisation 33 Jesús Maroto
- 34. Content Localisation pre-requisites • Localised software must be available • Language of source document must be standard and consistent • All regional references should be removed • Images used must be culturally neutral Introduction to Localisation 34 Jesús Maroto
- 35. Help Systems • Types of Help Files – WinHelp – HTML Help – Web-based help files – Other formats (PDF, etc..) Introduction to Localisation 35 Jesús Maroto
- 36. Help Systems • Online Help Introduction to Localisation 36 Jesús Maroto
- 37. Elements of Help Files Contents: Index: Search: List of topics, List of keywords Allows user defined description of contained in the help searches of help processes etc. file. system Introduction to Localisation 37 Jesús Maroto
- 38. Multimedia in Documentation • Tutorials, Computer Based Training, demos, etc • Flash animations • Retrieve text from external files • Movies • Avoid dubbing • Images • Use layers Introduction to Localisation 38 Jesús Maroto
- 39. Other Support Materials • Quick Start Guide • Quick Installation Guide • Printed manuals Introduction to Localisation 39 Jesús Maroto
- 40. Summary Software documentation – Help for localised software – Technical challenges due to languages • Character representation, sorting, directionality – Target cultures Introduction to Localisation 40 Jesús Maroto
- 41. Introduction to Localisation 41 Jesús Maroto
- 42. INTRODUCTION TO WEBSITE LOCALISATION Introduction to Localisation 42 Jesús Maroto
- 43. Contents 1. Why localise websites ? 2. Some basic concepts 3. Structure of multilingual websites Introduction to Localisation 43 Jesús Maroto
- 44. Why Localise Websites? (I) • Website localisation: Process of adapting it to the requirements (linguistic, functional and cultural) of the target market. – One of the main ways of communicating with the target audience – Key element to enter new markets – Users more likely to purchase from a site in their language (IDC) Introduction to Localisation 44 Jesús Maroto
- 45. Why Localise Websites?(II) • Level of localisation: Total vs. partial localisation • Global vs. local content • Language tiers • Return on investment (ROI) – Cost savings – Increased revenue opportunities – User satisfaction – Other benefits: brand consistency, trust in local markets Introduction to Localisation 45 Jesús Maroto
- 46. Some Basic Concepts Server-client architecture Requests Data Transfer URL and domains: http://www.globalpropaganda.com/ Internationalised domain names (IDN): http://www.公表.com http://www.schröder.de Website vs. webpage Static vs. dynamic Introduction to Localisation 46 Jesús Maroto
- 47. Structure of Multilingual Websites • Files • Folders • Content Management Systems • Structure – Central core – Local markets • Storing of localised versions: – All in same location – Certain languages locally – All locally • Access to localised versions: – Link in form of a flag or language locale on the main webpage – Different URLs for different locale pages – Web gateway to configure a language and country profile that will be stored as a cookie – Operating System language settings Introduction to Localisation 47 Jesús Maroto
- 48. LINGUISTIC AND CULTURAL ASPECTS OF WEBSITE LOCALISATION Introduction to Localisation 48 Jesús Maroto
- 49. Contents 1. Linguistic issues a. Terminology Management b. Style Guidelines 2. Localisation Issues a. Technicalities – Layout – Date Format – Time Format – Address Format – Forms b. Cultural Aspects 1. Legal Aspects 2. Tradition 3. Cultural Issues and Symbols 4. Local Content 5. Other Aspects Introduction to Localisation 49 Jesús Maroto
- 50. Linguistic Issues 1. Translations and revisions by native speakers 2. Terminology Management 3. Locales Introduction to Localisation 50 Jesús Maroto
- 51. Introduction to Localisation 51 Jesús Maroto
- 52. Linguistic Issues 4. Style guidelines: slang, jargon, idioms, colloquialisms 5. Appropriate style 6. Country-specific content Introduction to Localisation 52 Jesús Maroto
- 53. Appropriate Formats Appropriate formats for: Number, time, currency and measurements Rendering, sorting, spelling, hyphenation Introduction to Localisation 53 Jesús Maroto
- 54. Localisation Issues layout political Date, time, number address correctness formats traditions gestures habits values humour sounds symbols political fashion forms gestures correctness colours Introduction to Localisation 54 Jesús Maroto
- 55. Technicalities • Layout and Format Introduction to Localisation 55 Jesús Maroto
- 56. Forms • Time and Calendar Formats • Date Formats • Address Formats • Number Formats • Currency and Measurements Introduction to Localisation 56 Jesús Maroto
- 57. Cultural Issues References and Symbols Legal aspects Tradition and Habits Values Folklore Humour Religion Fashion History Gestures Images Sounds and Songs Colours Political Correctness etc. Introduction to Localisation 57 Jesús Maroto
- 58. TECHNICAL ASPECTS OF WEBSITE LOCALISATION Introduction to Localisation 58 Jesús Maroto
- 59. Files for Localisation • Static websites: – Html – Static and dynamic graphics: jpg, gif, tif, swf – Linked files: pdf, doc, exe etc. • Dynamic websites: – Elements of a static website plus: • Database • Embedded scripts: php, asp, hsw, java, js, xsl… • Display languages: html, xml Introduction to Localisation 59 Jesús Maroto
- 60. HTML (I) • Html: Hypertext Markup Language • Current version: Html 4.01 (http://www.w3c.com) • Css: Cascading Style Sheet • Html Components: – Tags • There are opening tags and closing tags – Opening tag: – Symbol < – Name of the tag, for instance html – Symbol > – <html> – Closing tag: – Symbol < – Slash / – Name of the tag, for instance html – Symbol > – </html> Introduction to Localisation 60 Jesús Maroto
- 61. HTML (II) • Tags are used to: – Describe contents, for instance titles, paragraphs, tables: opening and closing tag – <title>…</title> – Add elements: to add graphics, links, new lines: a unique opening tag – <img> • Elements: formed by predefined tags – <title>…</title> • Attributes: establish the additional characteristics of an element. Always between “”. – <img src=“tilp.jpg"> • Entities: for characters not included in ASCII – &, €, Ü & € Ü Introduction to Localisation 61 Jesús Maroto
- 62. HTML (III) <html> <head> <title>My first web page </title> </head> <body> This is my first web page. How will all this end up? </body> </html> Introduction to Localisation 62 Jesús Maroto
- 63. Special Localisation Issues (I) • Head and Body – External Tags <p> </p> – Internal Tags <br> <b></b> – Tags with translatable attributes • <img src="/image" alt="This text should be translated"> • Metadata: <meta> – <META name="Author" content=“Christopher Columbus"> – <META name=“keywords” lang=“en-us” content=“website localisation, tags, code”> – <meta http-equiv="Content-Type" content="text/html;charset=iso-8859-1"> • Tag protection Introduction to Localisation 63 Jesús Maroto
- 64. Special Localisation Issues (II) • Text in graphics – Static graphics: Layered Solutions – Moving graphics • Animated GIF Files • Flash graphics: FLA Files vs. EXE or SFW files – Text expansion • Multimedia – Audio – Video and Audio Introduction to Localisation 64 Jesús Maroto
- 65. Special Localisation Issues (III) – Hard-coded text – Hard-coded fonts – Character encoding • <META HTTP-EQUIV="Content-Type" CONTENT="text/html;CHARSET=ISO 8859-1">. – Double-byte enablement and bi-directional languages – Text expansion – Sort order Introduction to Localisation 65 Jesús Maroto
- 66. Special Localisation Issues (IV) • Local-specific content – Specified by user environment: • Date and time formats: calendar settings, clock settings • Currency formats: number formats and names of currencies • Number formats: use of different separators • Fonts and page orientation: name and size – Non specified by user environment • Address formats: postal codes, states • Name formats: Salutations, order of given name • Telephone number formats: Number of digits, Area codes • Units of measure: Imperial versus Metric • Paper sizes: letter and A4/A3 Introduction to Localisation 66 Jesús Maroto
- 67. TOOLS FOR WEBSITE LOCALISATION Introduction to Localisation 67 Jesús Maroto
- 68. Contents 1. Basic Tools 2. Authoring Tools 3. Translation Tools and Integrated Terminology Management Tools 4. Web Localisation Tools 5. Globalization Management Systems 6. Budgeting and Invoicing Introduction to Localisation 68 Jesús Maroto
- 69. Basic Tools • Text editors + Cheap + Useful for small changes if familiar with HTML code – Layout – HTML code corruption – Translatable text is overlooked – Non-translatable text is – translated – Spell checking – Named entities Introduction to Localisation 69 Jesús Maroto
- 70. Authoring Tools • WYSIWYG editors + Preview of the site + No corruption of code – Modification, deletion or addition of new code Introduction to Localisation 70 Jesús Maroto
- 71. Authoring Tools • Non-visual HTML editors + Both HTML code and WYSIWYG views available + Highlighting of HTML tags + Navigation panel with files and folders + Named and number entities are converted automatically + Additional functionalities such as spell checkers, search and replace, link validation etc. Introduction to Localisation 71 Jesús Maroto
- 72. Translation Memory Tools with Terminology Management • TM Tools + Text can be leveraged after translation (TM function) + Tag protection + Integration of Terminology Management + Tag verification + Word counting – Filters do not support all HTML tags – Embedded code and scripts – TMX compatibility Introduction to Localisation 72 Jesús Maroto
- 73. Introduction to Localisation 73 Jesús Maroto
- 74. Web Localisation Tools • Web Localisation Tools + Designed specifically for translating web sites – May have some – limitations – Price Introduction to Localisation 74 Jesús Maroto
- 75. Globalisation Content Management Tools • Management and localisation of multilingual websites • Extracts new Content • Automation of the process Introduction to Localisation 75 Jesús Maroto
- 76. Budgeting and Invoicing • Counting words – Words – Words in tags – Words in embedded scripts Introduction to Localisation 76 Jesús Maroto
- 77. Introduction to Localisation 77 Jesús Maroto
- 78. LOCALISATION OF ADVERTISING Introduction to Localisation 78 Jesús Maroto
- 79. The new current global advertising environment • Brands are marketed and distributed globally • Atomised and intertwined media (TV, Press, Internet, Satellite, Mobile) • Continuous two-way communication • Multitasking prosumers • Travelling consumers • Shrinking budgets However, consumers in different markets are different Introduction to Localisation 79 Jesús Maroto
- 80. Podcasts Posters Advertorials Internet Digital TV Merchandising Advertising Print Radio (DAB, traditional and message online) POS Satellite TV Interactive Traditional TV TV Direct marketing Mobile telephones Introduction to Localisation 80 Jesús Maroto
- 81. Strategies in international advertising • Standardization vs. adaptation of the original strategy • Centralization vs. Decentralization of the production of the marketing campaign. Introduction to Localisation 81 Jesús Maroto
- 82. Glocal = Think global + Act Local A glocal approach is one that presents a unified global theme and message but adapts the delivery of that message to the local environment. Global Brand Local Glocal Essence Nuances Branding The challenge is to retain the “brand essence” and the campaign global consistency and yet be recognised as having local appeal and relevance. Introduction to Localisation 82 Jesús Maroto
- 83. Limitations according to media Introduction to Localisation 83 Jesús Maroto
- 84. Webvertising • It is all about driving traffic to websites and increasing brand awareness. • Cultural factors such as colour, symbology, lay out and content perception are basis for effectiveness. • Different formats bring new challenges for localisation. Introduction to Localisation 84 Jesús Maroto
- 85. Webvertising Skyscrapers Great for Chinese and Japanese, very difficult for German, Dutch or Turkish languages. Video banners Dubbing and subtitling a banner Introduction to Localisation 85 Jesús Maroto
- 86. Google Adwords Headline Description 1 Description 2 Display URL {Keyword:%name Flights} Book a %geo Flight Now and Save On Flights to %geo! %geo.TripAdvisor.es {Keyword:%geo Flights} Travelling To %geo? Compare %geo Flights & Save! %geo.TripAdvisor.es %geo Holiday Travelling soon? Find low prices from your favourite airlines. TripAdvisor.es/Flights {KeyWord:%geo Hotels} Visiting %geo? Find Deals & Read Hotel Reviews! www.TripAdvisor.es {KeyWord:Hotel Reviews and Deals} Know Before You Go. Read Reviews from Real Travelers. www.TripAdvisor.es {KeyWord:Hotel Ratings and Reviews} Advice from Travellers Who Know %name www.TripAdvisor.es {KeyWord:Hotel Reviews and Deals} Visiting %geo? Research Hotels and Attractions! TripAdvisor.es/{KeyWord:Hotels} %med_name %name, %geo. No Reservation Costs. Great Rates! TripAdvisor.es/%short_name %med_name %med_name, %geo. h TripAdvisor.es/%short_name {KeyWord:Visiting %geo?} Book Now and Save On %name! TripAdvisor.es/Hotel {KeyWord:Hotel Ratings & Prices} Read Reviews, Check Rates, and Book %name Now! www.TripAdvisor.es Headline Description 1 Description 2 Display URL {Keyword:Vuelos a %name} Reserva un vuelo a %geo y ahorra en tu viaje a %geo %geo.TripAdvisor.es {Keyword: Avión a %geo} ¿Viajas a %geo? Compara precios de vuelos a %geo y ahorra %geo.TripAdvisor.es Vacaciones en %geo Encuentra las mejores gangas de tus aerolíneas favoritas TripAdvisor.es/vuelos {KeyWord:Hoteles en %geo} ¿De viaje a %geo? Lee ofertas y opiniones de hoteles www.TripAdvisor.es {KeyWord:Hoteles en oferta} Conoce la verdad antes de ir. Lee opiniones de viajeros reales. www.TripAdvisor.es {KeyWord:Opiniones de hoteles} Consejos de viajeros hospedados en %name www.TripAdvisor.es {KeyWord:Hoteles en oferta} ¿De visita a %geo? Infórmate de hoteles y atracciones TripAdvisor.es/{KeyWord:Hoteles} %med_name %name, %geo. Fantásticas tarifas y sin comisión TripAdvisor.es/%short_name %med_name %med_name, %geo. Fantásticas tarifas y sin comisión TripAdvisor.es/%short_name {KeyWord:¿De viaje a %geo?} ¡Ahorra en tu reserva en %name! TripAdvisor.es/Hotel {KeyWord:Información de hoteles} Lee tarifas, opiniones y reserva en %name ahora www.TripAdvisor.es Introduction to Localisation 86 Jesús Maroto
- 87. Digital TV Introduction to Localisation 87 Jesús Maroto
- 88. Mobiles & PDAs • SMS, MMS, 3G Strategic issues: some markets better than others Italy and Spain – outdoor living, chatters. Technical issues: character limit (160), complex technology. • WAP, PDA, iPhone Technical issues: small screens, different models (manufacturers, resolutions), different OS. Introduction to Localisation 88 Jesús Maroto
- 89. Translation Strategies According to Product Typology • Tradition-free (global) products can be identified with technological, scientific or financial products, whose main selling points are based on performance. • Culture-bound (local) products are those deeply rooted in national, local or sub-cultural traditions. Food, entertainment, lifestyle some sports, travel, etc. Introduction to Localisation 89 Jesús Maroto
- 90. Tradition-free products communication • Requires less cross-cultural adaptation • More cross-media co-ordination • Allows for greater content sharing through modern technology Introduction to Localisation 90 Jesús Maroto
- 91. Culture-bound products communication • More glocal approach • Addresses the local traditions or exploits local perception of foreign products (tourism, coffee, beer) • Imaginative ways to position a product as a new tradition which fits in the local culture (Nescafe Brunch) • Clear divide between the global brand values and their local declination (Coca- Cola, McDonald’s, Lavazza calendar) Introduction to Localisation 91 Jesús Maroto
- 92. Introduction to Localisation 92 Jesús Maroto
- 93. Peroni Italy Introduction to Localisation 93 Jesús Maroto
- 94. Introduction to Localisation 94 Jesús Maroto
- 95. Peroni World Wide Introduction to Localisation 95 Jesús Maroto
- 96. Introduction to Localisation 96 Jesús Maroto
- 97. Introduction to Localisation 97 Jesús Maroto
- 98. Problems…. • Sharing creativity, texts and translations across media and markets is not easy • CMS and GMS • Personalisation • Technology going quicker than translation scholars and localisation tool developers • New role for the translator, transcreator? • Who does the culture bit? How to teach it? • Many more…. Introduction to Localisation 98 Jesús Maroto
- 99. Introduction to Localisation 99 Jesús Maroto