Should You Localize Your Text?

Clients of English translation often request that the translated text be delivered in British (Oxford) or American English. This legitimate request demonstrates sensitivity to the target market's needs. We propose that the decision to localize depends on the nature of the text

In most cases, you want your document to be understood by the greatest possible number of English speakers. Examples might include user manuals, packaging, or websites. American English will provide the most culturally neutral version of English that is readily understood and accepted by all.

To speak directly to a specific audience, however, you may need to localize the text with appropriate regional language variation. This applies especially to marketing materials and financial, legal or regulatory documents.

Example 1:

A German company wishes to translate its annual report into English. The German-to-English translator must understand that, in America, a billion is equal to 109 (or 1,000,000,000). In the UK, a billion is equal to 1012 , (1,000,000,000,000) or a thousand times more. Internationally, dollars are typically expressed in American billions; however, the translator, aware of the difference, either adjusts the text by market or clearly defines "billion".

Example 2:

A French clothing company wishes to translate its catalogue into English for both the British and American markets. While the word "pants" means "slacks" to an American, it means "underpants" or "panties" to a Briton. The word "trousers" would be appropriate for men or women in the UK but, in the U.S., the slightly archaic "trousers" more commonly refers to men's apparel. In this case, localization of the text is preferable.

Legal Considerations

Foreign language speakers trying to access English-speaking markets should be aware that Spanish-to-English translation, French-to-English translation, or German-to-English translation requires much more than simple comprehension of the English language. Most countries require specific legal guidelines for packaging, contracts, promoting credit, and advertising to children, etc. Specialized legal translation may be required. In some cases, one also should consider translation review by competent legal counsel in the intended market.