Do you know why content translation services are so popular these days? The answer lies in their experience and ability to understand the historical and sociocultural context.
Since the world has become a global village and businesses want to reach new markets. There is an ever-growing need to adapt your services in a way that matches the social traits and norms of the target audience. Thus, they need professional translators.
But a question arises here. Why cultural considerations are so important in carrying out translation projects? So much so that one has to seek professional translation services for their business.
Language and culture go hand in hand
It’s important to realize that there’s a deep connection between language and culture.
- We define language as a system of speech or written symbols that enable us to communicate, interpret, and entertain ourselves.
- While culture factors into various things such as language itself, as well as customs, arts, religion, and ideologies, among others.
The relationship between language and culture is the way people share their values, realities, and social behaviors. And it plays a great role in the success of your content translation.
Let’s consider a use case
Consider there is an online business that targets consumers in North America, specifically. If they want to want to focus on markets in Canada or US, they should plan a different strategy.
One can say both countries speak English so there is no need for that. However, there are so many words and phrases that are used entirely differently in these places.
Canadian people mention athletic shoes as runners. While if you visit the United States, they understand them as tennis shoes, cross trainers, or running shoes.
Similarly, people in the United States use the terms college and university interchangeably when referring to higher institutions. While Canadians differentiate between the two.
This is just to give you an idea about the language differences between the two countries. If you check their demographics, you’ll find out that the U.S. has more people that speak English and Spanish than Canada. Which has more French and Chinese speakers than its neighbor (the U.S.)
Cultural considerations in content translation
It is crucial to take into account cultural differences, no matter how slight they may be, while discussing translations. Different groups and places have different cultural norms.
You must be extremely adaptable to distinguish between individuality, cultural norms, and general trends.
The same is true in the medical and healthcare fields. Native American cultures, for example, will differ from the Western culture present throughout the U.S. in their sensitivity to healthcare and medical practices. Alcoholics Anonymous (AA) and other support groups might have different norms than organizations for people with AIDS, cancer, or diabetes.
The problem is very relevant when it comes to translating and interpreting the work. In order to provide professional translation services, translators must learn about various cultures. They need to be fully mindful of the particular ways in which the people use the language. Which in turn will allow them to communicate things nicely and effectively.
Translation for global consumers
Translation is an extremely valuable resource for international audiences. Suppose you’ve to sell your services around the world or to any specific place like the large Filipino market which is very hot for businesses. You’ll be successful in communicating with Filipino consumers and businesses only when your business speaks in the native language. You will need flawless Filipino translation services to convert all your website, app, or social media content into the Filipino language.
The same goes for any other market. Like if you want to tap into the Thailand market, consult companies that can provide you with professional Thai translation services.
You must also understand that all these international translation services should come with the basic components of localization. Too much attention is required to ensure that translated message does not offend or amuse your overseas target audience.
Professional translation often includes localization which serves as a supplemental component and modifier. It gathers information about regional traditions and culture. And applies that information to the translated content to make it acceptable to new readers on a cultural level.
Putting your feet up, for example, is a common sign of relaxation in the United States. So, if a product’s slogan is “put your feet up,” it may be difficult to translate into other languages. Particularly in countries where it is considered impolite to show the soles of one’s feet.
This is especially true in several regions of Asia and the Middle East. The translator must be aware of this due to cultural differences. The translator should localize all the content information to make the campaign relevant to particular audiences. This entails using a different term that will yet convey the same message or emotion.
How to expertly deal with cultural diversity
Your target audience should fully understand your message. Translation and localization take center stage when you have to translate your content for a global audience. Mars Translation is a known, ISO-Certified translation service provider that helps businesses with translation needs. Regardless of whether you need professional Filipino translation services, Malay, Japanese, French, or Thai translation services, they have got your back. In fact, they support a whole range of 230+ language solutions, covering almost 95% of the languages used by internet users around the world. The company has thousands of native-speaking expert translators who understand the nuances of languages and cultures. And they can assist you from start to finish, with high-quality results in a quick turnaround time.
If you don’t pay enough attention to cultural and linguistic considerations, you will lose all chances of growing your business in a particular new market. Because over 20% of the customers agree that if a brand offends the target demographic, they will just boycott it. So, before you look to expand your service offerings across the border, think twice. The more culturally specific your content, the more effectively you will compete with local brands.