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SOLUTION BRIEF

Global Content Development Services

Why would a writer or a technical publications department be interested in a method of writing source content specifically for localization? Is the effort required of the writers really justified by the savings seen in translation fees?

Global companies often need to translate their material into a number of languages, and cumbersome, ambiguous or inconsistent source content make that very time consuming and costly. Also, mistakes can be replicated – or worse, amplified – in the language versions, which can hurt user perception of the product or cause mistakes on the job. Often writers write without future translation in mind, and the translations suffer for it. What can writers do while writing source content to make localization easier, less time-consuming and less costly?

HOW IT WORKSEspecially when a company is localizing into multiple languages it’s very important for the English source material to be highly translatable. Simple mistakes, ambiguity, or inappropriate use of terminology may surface as queries or errors in translation, requiring revision in all the language versions of the same product. Clear, concise, and grammatically correct source material cuts costs, reduces time, and improves quality.

Furthermore, writing for localization improves the readability and usability for native and non-native speakers of the source material. It is not boring or dumbed-down source, but it is controlled and regulated source material.

Most often, applying the rules of writing for localization is a manual process. Writers are trained in the methodology and provided checklists so they can implement the best practices involved.

Controlled Language (CL) tools exist that automatically restrict grammar, terminology and syntax. However, many companies may not wish to invest in this technology. Also, writers often resist using Controlled Language and

Why and How to Write for Localization

CL tools because they feel, well, controlled by it; even though technical content is not creative in nature, writing is always and ever a creative process.

A writer can easily learn to write optimally for localization. Let’s take a look at a few key concepts.

USE CORRECT AND APPROVED TERMINOLOGY Define, translate, and use the appropriate, product-specific terminologyTranslators should use bilingual glossaries that contain terms and phrases found in the product. Using correct and consistent terminology saves translation time because the terms are identified, defined, and already translated. A glossary greatly improves consistency especially when multiple translators are working on the same project. Also, some tools can help automatically plug these terms into a translation.

Use only one term to name one conceptSynonyms are not encouraged within the best practices of writing for translation. Using the word ‘tab’ for five different concepts, for example, obligates the translator to choose the correct translation in any given context, which may result in an error. Better that there be only one choice.

The solution for this example is to use:

+ ‘tab’ for dialog boxes only

+ the entire term (tab stop, tab character, and so on) in the other cases

+ use an alternative verb to describe movement of the insertion point using the Tab key

A similar problem involves using several terms to express the same concept. For example, the words ‘create’, ‘add’, and ‘insert’ are often used for the same action. Choose one term – and the most common meaning for that term – for each concept, and use it consistently.

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SOLUTION BRIEF

RE-USE (AKA LEVERAGE)Perhaps the most profound way to save costs in localization is through re-use of source text that has already been translated. Translation is charged by volume of words, so reducing the new word count is a guaranteed way to save money. A re-used word or phrase is a 100% match when using translation memory tools, and is charged at a much lesser rate, because it simply needs to be reviewed by the linguist to ensure tense, structure, and meaning are appropriate for the new translation.

How do you re-use source content? One way is to start from an existing document, and update only the parts that need updating. A translation memory tool will be able to separate the changes from what you left alone. Don’t start from scratch unless the content really is all new.

A content management system (CMS) – expensive, time-consuming and perhaps not feasible for all companies to implement – can enable a writer to select chunks of existing content for use in a new document. These systems can tag sections that have changed and only provide that material to the translation company. However, a writer can do much the same thing by searching for legacy source content that is relevant, and manually copying leverageable content into their new document.

Lastly, do not change content that has been previously translated, even formatting, unless it’s actually incorrect. Even small changes can blow leverage, since TMs handle leverage in segments (not at the word level).

USE CONSISTENT WORDINGUse both words and phrases consistently, with no variationDon’t mix it up. The following examples show a lack of consistency; choose a corporate or department style, and stick with it.

+ The following prompt will appear

+ You will be prompted with

+ This prompt appears

Consistently phrasing the same ideas in the same way will create internal leverage, which in turn generates a repetition when a translation memory is used. Just like a 100% match, a repetition is charged at a much

lesser rate, because it simply needs to be reviewed by the linguist to ensure tense, structure, and meaning are appropriate for the new translation.

Avoid Compound, Complex SentencesA complex sentence requires that the translator first understand the content, then choose the main clause (which the translation should begin with), and then translate it. Put the main idea first and break complex or lengthy material into smaller sentences. Use formatting (bullets, tables, etc.) to help clarify very complex concepts.

+ Not Optimal. Directory synchronization uses the Dispatch program to run the programs that transfer the local address updates from the requestors to the directory server and to transfer the global address updates back to the requestors for processing.

+ Better. The Dispatch program is used for directory synchronization. It runs the programs that transfer both the local address updates from the requestors to the directory server and the global address updates back to the requestors for processing.

The same is true for phrases. For example, ‘at this point in time’ can and should be replaced with ‘now’.

FOLLOW STANDARD ENGLISH WORD ORDERChoose the word that will create the least ambiguityGenerally, this is subject-verb-object, with modifiers before or immediately following what they modify.

+ Standard word order: Your primary concern may be to update the database.

+ Inverted word order: To update the database may be your primary concern.

AVOID AMBIGUITYDon’t sacrifice clarity for brevityIn English, clarifying words are sometimes omitted, most often with prepositions and gerunds (‘ing’ format of a verb used as a noun). Because gerunds are not found in most languages, they represent a special challenge for the translator; do not omit the accompanying words that are essential to the meaning.

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SOLUTION BRIEF

+ Not Optimal: You can change the Admin.tpl and the Admin.inf files using the Template utility.

+ Better: You can change the Admin.tpl and the Admin.inf files that are using the Template utility.

+ Better: You can change the Admin.tpl and the Admin.inf files by using the Template utility.

A NOTE ON VERBSAvoid verbs with two or more wordsWhenever possible, replace two or three-word verbs such as’ look at’ or ‘carry on’ or ‘put up with’ with a one-word verb such as ‘examine’ or ‘continue’ or ‘withstand’.

Use the simplest verb formsIf possible, avoid the emphatic and progressive English tenses. Instead of ‘we will be arriving’ use ‘we will arrive’. (Some forms of controlled English severely restrict the use of words ending in “ing” because of the problems associated with this verb form.)

Use indicative mood and active voiceThe indicative mood is the most common verb form, used to express facts and opinions or to make inquiries. Most of the statements you make or you read will be in the indicative mood. The highlighted verbs in the following sentences are all in the indicative mood:

+ The IT technician fixes the laptop.

+ Next, the user opens the application.

The subjunctive verb form is complex and more difficult to understand and translate.

+ Subjunctive: It is urgent that the user read this manual.

+ Better: The user should read this manual before proceeding.

Passive voice makes the agent (actor) unclear; it’s better to always use active voice that clearly marks the agent.

+ Passive: This manual should be read before proceeding.

+ Better: The user should read this manual before proceeding.

Use Verbs as Verbs and Nouns as NounsUnlike many other languages, many English words can be used as both nouns and verbs, and nouns can be turned into verbs and vice versa. To avoid confusion or ambiguity, use standard and consistent terminology for computer actions. Try to find unambiguous synonyms for other words.

+ Problematic: If you made edits to your document ... ... information that you want to reference

+ Better: If you edited your document ... ... information that you want to refer to

USE PUNCTUATION CORRECTLY AND PUNCTUATE AGGRESSIVELYUse commas to set off introductory phrases and clauses.

+ Optimal: To manage your files, click the Start button ... Using Control Panel, you can change the way Windows looks and works.

AVOID COMPLEX AND FIGURATIVE LANGUAGEIdiomatic or Colloquial ExpressionsIdioms and colloquial expressions are usually untranslatable. Many have no counterparts in other languages, or their use is not appropriate for the intended audience. Often, translators will substitute a more businesslike phrase for an idiomatic expression or leave the expression out altogether. In any case, the translator will have to take time to understand the meaning, and may get it wrong. That said, figurative language has no place in technical documentation. However, marketing materials and other online and/or print advertising materials may require using creative language to get the right meaning across. Professional marketing translators can transcreate (adapt) this content, finding appropriate figurative language equivalents in the target language.

+ Problematic: Now how’s that for instant design! That figure is in the ballpark. That’s all there is to it.

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SOLUTION BRIEF

+ Better: Now you have an instant design. That figure is within our price range. These simple steps complete the task.

Wordiness and JargonSuccinct sentences are the easiest to translate. Jargon and wordiness blur the meaning and are hard to convert into another language. Also, because translators are paid by the word, wordiness is costly.

+ Concise: You’ve concluded Mini-Lesson 4 and learned to use the drawing tools and text editing buttons. You can continue now, or leave the tutorial and return to Mini-Lesson 5 later. For more information, see “Saving and Quitting.”

+ Wordy: Now is probably a good time to save your presentation again. If you want to take a break before the next mini-lesson, go ahead and exit PowerPoint. Refer to the steps noted earlier in this chapter if you need more information.

SPELL OUT ACRONYMSSpell out all acronyms the first time you use them, and make sure the translated equivalent ‘works’ in that culture. For example:

+ SIDA, displayed in many airports, means ‘Security Identification Display Area’. In Spanish ‘sida’ is the acronym for AIDS.

(There is a good argument for spelling out an acronym each time you use it. Consider that a reader never reads the whole manual, and so could miss the initial explanation of the term?)

Lastly, acronyms should be part of a corporate glossary / terminology list. Otherwise, translation productivity will be lost in trying to figure out what it means.

CONSIDER TEXT EXPANSIONText expands in length during translation by 10 or 15 percent; in some languages, localized text can be as much as 30–35 percent longer than the source text. These expansion estimates hold true for normal text paragraphs, where expansion can usually be accommodated (for example, in the last short line of each paragraph, or

in the white space at the end of a chapter). Short text pieces, such as callouts in graphics, headers or footers, can expand much more drastically and require a total reworking of the layout to accommodate the expansion.

Consider expansion when planning manual size and structure as well as when writing. For instance, if the margin contains too much text, the translated element may extend beyond the body text it relates to. Callouts should not contain entire procedures because their translated counterparts often look cluttered and unprofessional. In these cases, reorganize or rewrite to keep margin text or callouts short.

Documentation templates should be designed with text expansion in mind.

BE AWARE OF ISSUES THAT CAN OCCUR WITH COLORBeware that color may have specific connotations in your target culture. Some cultures interpret color in a specific way when in a certain context. For example: white on its own is nothing special to us, but red/white/blue together to Americans expresses a powerful patriotic sentiment. Also white doves or white roses have specific meaning to us. See below the various connotations of red.

+ Thailand - the most popular color

+ China - prosperity, rebirth

+ Malaysia - valor and might

+ US - power, danger

+ India - procreation, life

+ African countries - blasphemy, death

Do your research before you launch a website, for example, that is primarily one color.

BE VERY CAREFUL WITH EXAMPLES AND SCENARIOSUnless examples, scenarios, and images are planned with cultural diversity in mind, they must be created from scratch for localized product versions. The goal for a content development team is often to use interesting yet internationally accessible scenarios. Inappropriate scenarios require re-creating art and rewriting text. For

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SOLUTION BRIEF

example, scenarios involving dog spas or varieties of maid/assistant services are problematic because these luxury consumer goods are unknown in many countries.

Even if a chosen scenario works for different cultures, however, research is often necessary to use it. Although mountain climbing or hiking may be an internationally accessible subject, some research may be required for the translator to do his/her job. What makes climbing an acceptable subject is that relatively little research (say, buying a magazine on the subject in-country) will give the translator the necessary background information to do a good job.

Your choices are to use examples that are universally appealing, or ones that are re-created from scratch the product versions that will be sold outside the United States. Our guidance is to use universally acceptable examples, when possible.

SYMBOLS, PICTORIAL METAPHORSSome symbols or images pose problems for international versions. For example, in localized products for some countries, product wizards are referred to as assistants, resulting in the loss of the symbolic value and figurative meaning of the original term ‘wizard’. Because no semantic equivalent is available (or the translation just doesn’t ‘work’), then any supporting sorcery-related images, such as magic wand buttons or starry tutorial backgrounds, would be meaningless.

Some symbols common in the United States may not be recognized in other countries. A U.S.-style mailbox, for instance, may not mean the same thing in other places.

The bottom line is that some graphics are difficult to translate, and can even be offensive in some cultures. It is commonly known that hands can be offensive, cut off (truncated) body parts are no good, animals in human roles, and the soles of the feet are images not well accepted in other cultures.

YET, USE GRAPHICS WHEN YOU CAN, INSTEAD OF TEXTThere are times when a graphic can demonstrate an action or process much more clearly than a block of text,

and then less (or no) localization is required, due to the decrease in word count.

IN SUMMARYThese best practices will get you started in writing content that is more concise, clear, and therefore easier to localize. The additional benefit you get is that your content will be easier for native and non-native speakers of English to understand as well.

What you should know:

+ Writing with localization in mind can reduce localization costs by 10-15%

+ The most important principles are re-use and consistency

+ A glossary is a key tool in writing for localization

+ Writing for localization can improve the English source as well

+ A company need not implement a tool to improve materials that will be localized

ABOUT LIONBRIDGELionbridge helps companies increase global market share, accelerate worldwide product adoption, and broaden online engagement. With expertise in content, language, and technology, we support our customers at every step of the Global Customer Lifecycle. Based in Waltham, Mass., Lionbridge operates across 26 countries and enjoys thriving, trusted relationships with more than 500 clients.

To learn more, visit www.lionbridge.com