Localization and Machine Translation
WHAT IS LOCALIZATION?
Localization is the process of adapting a product or content to a particular locality. Localization is an important thing between cultures. The one should know the culture, social and political situations of the target culture. People need a localization process to marketing their product to people in different cultures. The fact is introducing something to different culture as same thing without going out of their cultural structure. So the aim is to make them feel free. Localization is not only used for commercial purposes, but also to gain sympathy and attract more attention. Mainly purpose of localization is adapt a product to the culture of the country where it is sold.
HOW TO LOCALIZE?
Firstly, the translator should be dominating the culture of his own country and the target culture of country which he would localize. Otherwise, can't get the success from this localization process. For instance; if we think Turkey as a country which studying for localization, and it will be made by a firm is belongs to different culture, they have to research Turkey’s culture and they must know their interests.
"Ayran" is known as the traditional beverage of Turkey and so the firms like Burger King and MCDonalds added ayran on the category of beverages on menu at their franchises in Turkey. This must be the best specific example of localization in Turkey.
IN WHICH AREAS LOCALIZATON IS USED?
Localization is used in many places today and we see the most intense examples in the marketing. In addition to there are also game localization, book localization, series / film localization and music localization.
Game Localization:
Most of people like to play video games on consoles and people would like to know what they are playing, I mean they want to understand in game purpose and in game dialogues. In this phase localization is needed.
Book Localization:
Localization is used in some translated books because of cultural differences. An example is The Lord of the Rings. Due to cultural differences, there is a very different story in the book
Series/Film Localization:
Series/Film localization is common in Turkey. The films and series which inspired from abroad if the topic is like alcohol and drugs, producers prefer to use localization process on this point to adapt for Turkish audience.
Music Localization:
Music localization is not only about lyrics but also it's about rhythm. in a culture any rhythm evokes dance or something like that. But same rhythm might be lament for another culture. We can see an example of this in Indian culture.
WHAT IS MACHINE TRANSLATION?
Machine Translation is to translate something with computer software without human contributions. MT helps increase the amount of content you can do to translate, reduce your overall translation costs, and help you reach your global customers faster.
USING MACHINE TRANSLATION TO LOCALIZE
Using machine translation on localization is not that good idea, for example Google Translate is not able to know a culture than the person who lives in that culture. So that if you localized as using machine translation, it would not been perfect. On the other hand, It would be better to localize the same localization process with the assistance of a translators who have a cultural background. In order to make the product, which is one of the aims of localization, sympathetic and to increase sales, the effect of human translation will be very high than machine translation on localization.
Localization is the adaptation of a product or something similar to a specific location. It's a perfect phrase to help define what it's all about. In most cases, it is to understand, for example, what kind of product people want depending on the culture, what they want from the product, and what they expect from it. But the localization process does not always depend only on the people who promote the product. Consumers' interest also plays a role. They can use translation sites such as circletranslations.com to understand better what kind of product they want to buy. And it's great that nowadays we can find out what some phrase means, which before without a book dictionary or a trip to the library you would never have known.
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