Language translation in the Internet Age entails a lot more than simply translating text from one language to another. Websites allow the global distribution of your message with still photography, designs, logos, symbols, and video. These media must also be translated! A two finger "victory" sign, in America, when designed as a silhouette, becomes an obscene gesture in British cultures. What used to be called "language translation" has recently been renamed, "localization." Localization is the conversion of a global message into its local, culturally effective equivalent. The goal of the localized message is appear as if it was originated locally, with the same marketing brilliance as it was conceived, usually at very high cost, in the originating culture.

The pre-production of a localization or foreign language project begins with the client's core goals. To what degree does the client wish to localize the message? Is the project a simple text translation from English to one other dialect? Will the text be narrated in some audio media, requiring attention to vocal accents? Will graphics or video be included in the message?

Obviously, the complexity of the assignment multiplies with the addition of each media type and language. The client should have a clear definition of his target audiences and the media he wishes to include in the project. It is efficient if all targets and media are anticipated at the start, because a great deal of synergy may be realized if the translators can work with the entire project at one time.

The next step in pre-production is to assess the volume of the original material. How many words or pages of text is the original document and how many words or idiograms will result in the target language? Often a target language will be as much as 30% longer or shorter than the original language. Will text borders need to be resized?

How many graphics comprise the original message and will the target culture require more or less graphics to convey the same message? What is the form of the submitted material? Is it digitally stored or must the text and graphics be retyped and/or scanned?

What is the socio-economic class of the original and target audience and what are the differences in customs between the cultures? What is the call to action of the message and is the call appropriate to the target culture? For example, the concept of a salesman "cold calling" a client is common in Western cultures, but considered rude in many Asian cultures.

In addition to the cultural and communicative necessities of the project, the vendor must also assess the need for legal accuracy, which exceeds the accuracy required in training and far exceeds the accuracy required in marketing communications. Will the end product be used for legal, contractual or medical purposes, for instance, encumbering it with a high degree of author liability? If so, your vendor must know, so that he can consider the option of reverse translation (from the target language back to original language) and appropriate legal certification of the document by an appropriate government body in each target country. Of course, these services add a great deal to the cost of a localization project.

Finally, the vendor needs to know the deadline of the project and if the project is to be inserted in some larger enterprise, such as a brochure, video or advertising campaign.

Once all of these issues have been defined and detailed by the Producer, a report is made to the client which is approved in writing. Following approval of the Producer's report, production begins. Click here to go to Language Translation Production.