Website localization Parthena Charalampidou PhD student, Aristotle University of Thessaloniki

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1 Website localization Parthena Charalampidou PhD student, Aristotle University of Thessaloniki 1 Abstract The purpose of this paper is to outline new dimensions of translation in the framework of website localization and describe the factors that determine the practice of website localization. Through a comparison of traditional translation with the new practice of website localisation we intend to show some new characteristics of translation which every translator should bear in mind before moving on to the transfer of a website from one language-culture to another. More specifically we intend to define the nature of the factors that affect and very often determine the translational methods chosen by the translator. 1. Multilingualism and the Internet Multilingualism on the internet is a reality and the only way for a company to be really global is to show that it is interested in its consumers in the global market, adapting its website to their own needs. Although the English language has been the lingua franca through which speakers of different languages can communicate, the interaction of the user with a website on the Internet becomes more direct when its content is in his/her mother tongue. However, the process of traditional translation is not adequate for a direct appeal to the user, and a new process, called localization, has made its appearance in which apart from linguistic, extralinguistic elements need to be adapted to different locales taking into consideration economic, cultural and technical parameters. One could not state that this new process annuls the process of translation but rather incorporates it as a part of a wider context. 2. Localisation and traditional translation 2.1 Etymology The differentiation of localization from traditional translation becomes firstly obvious from the etymology of the terms which refer to the above processes. For instance, the term translation derives from the Latin preposition trans which means beyond, and the Latin verb latum which means bring, giving, in this way, a sense that it has only got to do with the transfer of an object. On the contrary, the term localization which, according to Anthony Pym (2003:26), was firstly used in commerce and marketing, refers to the process during which a general (internationalized) product is adapted to the needs of a locale, which is associated with a specific culture and specific linguistic characteristics. However, we cannot consider

2 2 translation in the narrow sense of a simple transfer taking into consideration the variety of definitions that have been given to it in the course of time. For example, according to functional theories, appropriateness to purpose and to target culture needs and conventions has been considered an integral part of translation, making it seem more similar to the process of localization as it has been defined by the Localization Industry Standards Association (LISA): Localization (L10n): Localization involves taking a product and making it linguistically and culturally appropriate to the target locale (country/region and language) where it will be used and sold. According to this definition, the process of localisation seems to follow the functional translational theories and to incorporate the process of translation respecting the rules that govern this process. Translation is just a part of the whole process of localization, which is included in a wider intercultural interaction and which includes the transfer not only of verbal but also of visual and audio elements, constituting sometimes a process of complete redesign of the website. 2.2 Process Fragmentation According to Βert Esselink, software localisation includes processes other than translation. Many of them are necessary for website localisation as well, such as multilingual project management, software and online help engineering and testing, [...] translation memory alignment and management, multilingual product support [...] (2000: 2). Obviously, it would be quite difficult for a translator to be able to carry out all of the above-mentioned processes on his/her own. He/she will have to be able to cooperate with professionals from the IT and management field. Consequently, the fragmentation of the localisation process can lead to questions with reference to the identity of the web designer and the translator, who is often more than one person, especially in big companies. 2.3 Economic factors Another differentiation between localisation and traditional translation concerns the fact that although in traditional translation we move from a source text which is the product of a specific culture, to a target text, in most cases of web site localisation the intention of big

3 3 companies is to create a source text that is an internationalised product which can easily be adapted to any culture or language. Consequently, economic factors often affect the design of websites, as they can impose the reduction of elements connected to a specific culture and the promotion of products which are culturally adaptable. However, in the globalisation era, localisation seems to play a decisive role in the identity formation of a company, as its website can function as a means of advertising and can influence the attitude and the impressions of consumers. According to research conducted by Tong, Kwok-Kit in 2001 users perceive a company more favourably (for example, more trustworthy, more likeable etc.) when they see a version of the web site in their mother tongue, regardless of their English proficiency. Consequently, a website can function as a primary tool for marketing, helping immediate sales. This becomes obvious in the website of the multinational company of IKEA which sells household goods in Greece, where a whole company catalogue is available to the user who can choose any product without visiting the store. Thus, the idea of creating different versions of the same website in different languages is based on a desire on the part of the company to show to its consumers that the organisation cares for them and is willing to adapt itself to their needs. However, that cannot be realised without the company s respect of the consumers linguistic and cultural particularities. Looking at the website of the well-known telecommunications company Vodafone, the advertising role of the website becomes even more obvious. The website has been translated from English to various languages, among which we can find Greek. The websites in the two languages seem to have the same format and the same style. What is really striking is the red colour that is used in both versions of the site, the same visual elements and even the same slogan. In fact, the brand name and the slogan are not at all translated, which could lead to questions such as how much of the site is translated? or what elements define which part of the content will be translated? As far as communicative and advertising strategies are concerned, we can see that the AIDA advertising method is used. AIDA stands for Attention, Interest, Desire and Act. It seems that the website can draw attention by the use of the red colour and the big slogan now. The word now combined with the content of the subheading can attract the interest of the user as it creates the feeling of a big opportunity which allows them to achieve good value for their money. If that investment does not take place as soon as possible, or even now, one

4 4 can lose that opportunity as technology moves really fast, or because a big offer may last for only a few hours and the user may lose out. Moreover, there is a picture showing a woman who is probably at an airport ready to take off, and a world map interrelated with the message of the sentence next to the picture: The Vodafone journey, thus creating a desire for the user to act. This motivation is explicitly stated with the imperative structure of sentences such as find out more and make the best of it in combination with the semantic load of the word journey. Moreover the site allows for a great interactivity as the user can be actively involved through a drop-down list defining their profile and use of the product. Also, the website provides information on the translation policy of the company. It states explicitly that the source language is English and that the mixing of the two languages (Greek and English) is legitimate as the original text is produced first and the translation follows, which is not the case in all companies. This mixing of languages can lead to questions as to whether we are dealing with a translation or with a semi translation. Also, all legal documents remain in the source language, while the element of interactivity on the site is obvious once more, as the user is invited to intervene in the process of the translation making comments or even producing his/her own version, which again casts doubts on the identity of the translator. 2.4 Hypertexts and written texts According to Yli Jokipii (2001), the website of a company constitutes a separate genre with its own characteristics. It differs from the printed form of company advertisement and should be studied separately. A website includes hypertexts rather than written texts, and the two types of texts have a lot of differences which futher differentiate localisation from traditional translation. Firstly, the hierarchical form of simple texts is evident in the table of contents, while in hypertexts there can be a hierarchical form only through links. Moreover, in hypertexts, due to the existence of links, verbal cohesion is very limited, while in written texts there is a great number of verbal cohesive devices. That is because of the fact that every link of a website leads to a separate and independent text which can be read independently even if the other textual units of the website haven t been read. In this way, extensive use of repetition is encouraged and the same content is available from different links. Additionally, most written texts are linear and the way of reading them is predefined by the author who creates his own text structure. However, in hypertexts, the user can be led to

5 5 numerous reading paths and finally create his/her own text according to his/her choices, traversing many times the limits of only one website. Consequently, hypertexts are multilinear, and this can change the way we write and read. Thus, in our research we form the hypothesis that the new textlinguistic standards that we can find in hypertexts might lead the translator to the choice of different translation methods in comparison to the ones used in written texts. 3. Technical limitations During website localisation the translator needs to take into consideration the fact that technology in the target country may be more developed or less developed than in the country where the website was designed. The download time of a company does not always correspond to the download time the user will need at his/her home. Consequently, the number and size of graphs which are going to be used to the localised website might need to change along with the decrease or increase of textual elements in order to design a website that will achieve the purpose of its localisation. Such changes can affect the final image of the website to a great extent which may be deprived of its dynamic elements in order to become more functional. Although our research does not touch on technical issues, we have in mind the limitations that technology can place on the process of localization. 4. Cultural differences Despite many companies efforts to design an internationalised website, very often, due to the fact that the website constitutes a means of promotion for the company and its products, it needs to focus on the cultural elements of the country of origin of the product in order to make it more appealing to the target audience. Thus, the website of a Greek wine company could not avoid making the Greek cultural elements evident, since the origin of the product is one of its qualitative characteristics which should be obvious even in the localised website. Consequently, what determines the translator s choices even in the case of website localisation is the purpose for which the company initiates the localisation process. Companies seem to have realised the need for a deeper knowledge of the consumers expectations as well as of the target culture s values and taboos, and that is why the approach of the target audience is now based on cultural factors which can influence the motives, the needs and the feelings of the consumers as well as the style of their interpersonal communication.

6 6 5. Organisation of the research In this paper we have layed out the basic parameters on which our research is going to be based and have presented only a few examples since the research is still at an initial stage.the aim of this study is the analysis of websites in order to draw conclusions concerning the translational methods used in this new genre during their localisation from English into Greek. The research will consist of case studies concerning the practice of website localisation in Greece in parallel with a general discussion of problems related to economic, technical, cultural and linguistic factors during website localisation.

7 7 REFERENCES Esselink, Bert (2000) A Practical Guide to Localization. Amsterdam/Philadelphia: John Benjamins Pym, Anthony. (2003) Localisation and the Training of Linguistic Mediators for the Third Millenium, Proceedings of the Interrnational Conference on The Challenges of Translation and Interpretation in the Third Millenium Tong, Kwok-Kit and Hayward, William G. (2001) Speaking the right language in website design. Conclusions of the study carried out by the department of psychology and the department of management, Chinese University of Hong Kong, Shatin, NT, Hong Kong Yli-Jokipii, Hilkka (2001) Cybermarketing in English and German: Observations on the Multi-lingual Website of a Finnish Company in Jutta Eschenbach & Theo Schewe (Hrsg./Eds.) Über Grenzen gehen Kommunikation zwischen Kulturen und Unternehmen (Crossing Borders Communication between Cultures and Companies). Festschrift für Ingrid Neumann. Høgskolen i Østfold. Rapport 2001:3. Halden/Norway LISA Visited September