All decision-makers have to be committed to the localization effort and appoint a reliable individual or small group with total authority to conduct the entire localization process. From the beginning of the production process, all groups involved should be informed of the importance and impact of thorough planning. When creating text, graphical tools, to-be-voiced elements, the code of a software program or a CD-ROM, the final look of a product is crucial. Length and space constraints are limitations in most productions and have to be taken seriously. Educating your staff about these issues will help avoid future problems. Don't treat the translated versions of your product like a stepchild; if you want to go global, go global from the start.
What are you looking for? Bilingual language specialists are a must; it would be ideal to work with individuals whose command of both languages is comparable and excellent. Expertise in the format of your localization project is another factor. If you are dealing with audio or video, look for a company specializing in that sector; for multimedia, you want to work with someone who knows that field.
If you have a good team, the actual city, state or country in which the production process occurs is less critical. The key is to have one central management point coordinating all phases of the localization project. Assign this central function to a capable individual, small group or language management company that fully understands your criteria for quality.
What qualities should you look for in a translator? It is important to work with native translators. Previous experience and a work history for name-brand companies can be a plus but do not automatically ensure quality work. Ask for samples of their work and references from previous clients.
It is advisable to hire certified translators to assure accuracy in written translations since they have passed written tests. They usually specialize in translations of written text such as manuals or correspondence. However, the needs of audio, video and multimedia productions are different. Those materials should be handled by individuals with specific experience in writing for media such as radio, television, film, the Internet, etc. That way, you can achieve both accuracy and readability of the script.
When an English script is translated into another language it is usually longer by at least 15 percent. The challenge then is matching the translated text to the existing video produced for the English language version. A strong case can be made for rewriting the English version so that translated scripts will be in sync with the existing video.
It should be remembered that writers are not translators and translators are not necessarily writers. You should assure a translator's range of skills by asking for samples of a wide range of translation projects in multiple media.
A well translated script performed by professional voice talent in a flowing, well-voiced narrative style can often improve video quality and cover any shortcomings in the footage of the video itself. On the other hand, a word-for-word translation can actually put a stranglehold on true quality of a professional production. Client insistence on literal translation is often an indication that the client lacks confidence in the translator's ability to convey the overall message when improving the editorial quality in the target language. In a perfect world, the original English script is carefully crafted to convey your message. It is also easily translated into any other language on earth and loses none of its impact in the translation. Unfortunately, we don't live in a perfect world. Imperfections in the original script can be greatly magnified when translated into another language. Your project can actually be improved for a new market if a skilled translator has the freedom to rewrite the original within certain reasonable guidelines. For example, some well-known corporate slogans and brand names in English become unintelligible or even offensive when translated literally into other languages. The original content of your product is unique and requires the appropriate attention to detail combined with a developed sense of cultural identity.
Localization goes beyond accurately written translation. It determines how something is said, not just what is said. A successful localization will employ appropriate cultural references recognizable by the target market. It is crucial to adapt your company's image to regional differences in culture and language. However, not all localizations need to be regionalized. The neutral language of a country may be appropriate for the product and its purpose. The people involved in your localization project need to understand the differences between regional and national cultural identities and determine which is the most appropriate for your product. Otherwise, you may inadvertently fail to communicate with, or even alienate your target market.
There are multiple stages of editing. Many companies send their translated scripts to their distributors or local subsidiaries as part of the editing process. Although these sources are often knowledgeable in technical issues and the overall nature of the product, they should not have the final word. Their input can be used by the experienced professionals in charge of your localization project to ensure reliability.
Bilingual talent is one option. Voice-over talent with fluency in multiple languages might offer some cost advantages, but there are also drawbacks. Their level of proficiency in non-native languages is not necessarily that of a native. In addition, they may not have mastered regionalisms and dialects which may be appropriate for your project.
You may prefer to choose native speakers for voice-over talent. They are more likely to be conversant in both the neutral language of your target market as well as regionalisms and dialects. However, even maternal language speakers living outside of their country can be affected by their new surroundings and may have developed a slightly changed intonation. As a consequence, it is important for them to stay in practice in their native tongue.
No matter who you select for your voice-over, knowledge of the subject matter, and sensitivity to subtle nuances, slang or regionalisms can improve the quality of the final product. Ultimately, a beautiful voice doesn't guarantee command of language. Select talent based on many criteria: native speaker, range of voice, versatility, knowledge, copy-editing skills and ability to follow the lead of a director.
A skilled director can work with the talent to develop a range of styles and approaches, so that the narration is both polished and sounds natural. The mood of a voice-over can be totally different from the English, expressing cultural differences in the voice through performance. In addition, the director generally knows best what the client envisions as the final product.
The talent should have the final text several days before the actual recording and know what the project as a whole is about. The talent will have time to practice and adjust to the context of the entire production. It's a good idea to do two, or three different versions of the recording. Each time the talent can try various approaches, and through repetition will become familiar with the material, adding self-confidence in the delivery of the final recording.
Knowing about the trials and tribulations of a localization project will help you better prepare for a new and global market. Be ready to wear many hats, or at least to understand the different responsibilities involved in completing your localization project. Your primary job is to delegate well - the informed choices you make in selecting your resources will help save money, time and avoid unnecessary stress. The final product will be one of quality and will be ready to compete.