More and more companies are striving for a friendly tone with their content. Many of those same companies are taking their content to other cultures with localized content. Those two content goals seem to be at odds.
This slideshow, presented at Information Development World in October of 2014, looks at how to accomplish both goals.
Strategies for Friendly English and Successful Localization (InfoDevWorld 2014)
1. Strategies for Friendly English
and Successful Localization
John Collins!
Senior UX Content Strategist
www.linkedin.com/in/johncollins"
@jrc_collins
67. Translation
A faithful and accurate
adaptation of your text that
basically says the same
thing in another language.
http://wordtrans.com/2013/06/transcreation-vs-translation/
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68. Transcreation
An adaptation of your text with
the goal of evoking the same
reaction to your message from
readers in another language.
http://wordtrans.com/2013/06/transcreation-vs-translation/
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69. Translation
• Write a simplified English version. "
Create a second more natural version,
almost as its own localization.
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70. <!-- The “rewards” mentioned here are treasure chests
full of coins.-->
<simplified description>Use the hints we
have provided to create the correct sentence. If you
pronounce the sentence accurately, you will uncover a
square. Some squares conceal rewards. Try to collect as
many rewards as you can in the time limit.</simplified
description>
<localized description>Race to find buried treasure!
Use our clues to build the right sentence, and say it
correctly to dig up a plot. Maybe there's treasure; maybe
there's not. Collect as much as you can before time runs
out.</localized description>
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71. Transcreation
• Write the English you want.
• Add comments for translators.
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72. Transcreation
• Write the English you want.
• Add comments for translators.
Lots of comments!!
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73. <!-- TRANSLATOR: This comment contains detailed notes for the translation of the "description" string below.
* "Race to find buried treasure!" This is an imperative sentence that we want to sound fun. Completing the game tasks quickly
is important for achieving a good score, so "race" was chosen to suggest the time-sensitive nature of the game.
* "Use our clues to build the right sentence" The game interface will have icons or graphics on the x-axis and the y-axis. Those
icons or graphics are the "clues." We used the word "clue" because it carries some game connotations. The word "cue" or "hint"
could also be used, but we preferred "clue." The players will have to use those to create a sentence in their minds. For technological
reasons, it can't be just ANY sentence; it must match the sentence Rosetta Stone intends. The sentences are leveled based upon the
player's progress in Rosetta Course. See below for slightly more information.
* "say it correctly" The speech recognition is listening for the correct sentence and the correct pronunciation. If it doesn't
detect the correct items after a certain time period, the game will prompt the player by displaying the text of the expected sentence. If
it still doesn't get the correct answer after another certain time period, a native speaker will then speak the sentence. If it still doesn't
detect the correct speech from the player, that particular game piece will close and the player can select a new piece.
* "to dig up a plot" When the speech recognition detects a correct sentence and pronunciation, the game will see a quick
digging animation. If there's treasure, the game will indicate that with graphics and sound. If there's no treasure, that will also be
indicated with graphics and sound. The word "plot" suggests a plot, or section, of land, especially on a map. Players will see a map
with a 6-by-6 grid. We're using "plot" to indicate one of the 36 squares on the map. The word "plot" in English is kind of a play on
words, because it also suggests the concept of plotting something on a map (choosing a course). See note on rhyme below.
* "Maybe there's treasure; maybe there's not." This is a complex sentence to suggest that some squares (plots) will have
treasure, but not all of them will. You have two independent clauses in the English source separated by a semicolon. That construction
may not work in all translations; please do what is appropriate for your language. We use "there's" as a contraction of "there is" in
both clauses. We did purposely rhyme in English from "plot" in the previous sentence to "not" in this sentence. This was done to make
the English source a little more fun and game-like. We realize that the translations probably won't be able to rhyme; if they do, it will be
a nice bonus.
* "Collect as much as you can" This is an imperative in English. We used "collect" because it sounds like a gaming term in
English. Many games have items that the user needs to acquire to gain points, and that is the case in this game. We want this
sentence to sound fun, even though we've worded it as an imperative. The user is trying to "collect as much (treasure)" as they can.
They earn points for each treasure they find.
* "before time runs out" The game is a time-based game. The goal is to collect as much treasure as possible (by speaking
correctly and guessing which squares contain buried treasure).
* "Collect as much as you can before time runs out." We worded the entire sentence this way because we are trying to cover
multiple use cases. In one use case, the player is playing Solo (by themself), so getting a high score is the goal. A successful solo
player will quickly build the right sentences and say them correctly, and go through as many of the map squares (plots) as possible.
The other use case is a Duo game, where two players are playing together. Each one is trying to get a higher score than the other.
They will also have to quickly build the right sentences and say them correctly, but in this game, there is a clearly-defined winner (and
loser). We can't really say that in the description, because of the Solo player, who does not have a clearly-defined "win" state. -->
<description>Race to find buried treasure! Use our clues to build the right sentence, and say it correctly to dig up a plot. Maybe
there's treasure; maybe there's not. Collect as much as you can before time runs out.</description>
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