How to really reach your target audience
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Understanding the difference between translating and localizing can be confusing for even the most knowledgeable client.
Localizing has the added value to interpret the source content and really make it look as it had originally been written in the target language. It’s not only about linguistic perfection and abiding to grammar rules; it’s about considering important cultural nuances when trying to transmit your message to a target audience.
Take for instance the translation of the adjective “eligible”. It can go from the simple, literal and borderline Spanglish term “elegible” to the more elaborate options like “reunir los requisitos” or “tener derecho a”. I have recently been involved in a discussion over the use of “tener derecho”. For the Hispanic US population it might be understood as having inalienable and undeniable legal or constitutional rights. From my point of view, this is in part due to the Anglo-Saxon conception of law and rights; the need to define whether it is black or white, no shades of gray. Latin cultures, in which Spanish is maybe the more broadly spoken language in population size, tend to be more flexible. For a Latin American speaking country “tener derecho” means that you have the right, but there is no certainty about the chance of that right to be exerted. While I do not intend to instigate a different discussion, this idea may be related to the “legal uncertainty” found in many Latin American countries.
In any case, cultural adaptation can make a difference. If you have a particular question regarding a cultural nuance or adaptation such as the one discussed in this post, do not hesitate to contact one of our experts who can guide you through some of these tricky Spanish-English translations and localizations.