翻译、本地化、创译与音译的区别

翻译等级

Most people consider the word “translation” to mean something fairly straightforward. It’s the process of converting text from one language into another, but is translation the same as localization?

实际上，这种说法并不准确，定义较为片面。翻译，正如语言本身，与其说是一门科学，倒不如说是一门艺术。 Depending on your industry and target market, word-for-word translation may not be the best choice. 

Your business goals and budget also matter. So, which website translation method is best for global businesses? Consider these four approaches as you move forward with your website translation and localization strategy:

翻译
本地化
音译
创译

每种方法都有各自的优势和劣势。 These translation methods for websites can help you reach foreign markets and improve multilingual SEO. They can also support international customers and increase conversion rates. This way, you can stay competitive online.  

For companies going global in certain industries, such as pharmaceutical or manufacturing, translation may be required by law. Read on to gain insights into each, and which approach—or combination of approaches—is best for your growing brand. 

翻译

Content translation for websites means changing your website's text from one language to another. For example, you might start with English. Then, you rewrite it in the language your audience speaks, like Spanish, Chinese, or French. This helps local customers understand and use your website better.

您的网站有着大量的可翻译内容，有些在显眼的位置，有些在不那么显眼的位置。最明显的就是网站上用于介绍或推广服务/产品，或者向转化漏斗中的客户提供信息的静态文本（例如配送信息）。

图片（含有文本）、视频和PDF等多媒体内容也是其他一些相当明显的可翻译媒体内容。

But your site contains hundreds-if not thousands-of strings of additional metadata text that only search engines can see. There are many phrases and resources that can be translated. These are kept in a content database. They are shown to customers in different ways.  

Not every customer sees all the content. However, it needs to be translated. This way, everyone can enjoy a fully immersive experience in their own language. 

最后，您可能还有很多有助于您在新市场开展销售和营销工作的全渠道内容，例如：

营销活动电子邮件
订单确认电邮
宣传册
产品目录
智能手机应用
以及其他功能

This material can also be translated to deliver a better customer experience for global audiences.

There are several ways to approach translating the content, ranging from low-cost (and generally low-accuracy) software machine translation to pricier (but much better quality) human translation. 详细了解 the differences between machine and human translation஺

Companies that are worried about translation costs might be tempted to mitigate their investment by using in-house solutions, even going so far as to use non-translators. These approaches are far riskier in the long-run because of their lack of experience or technical expertise in the nuances of website translation.

Translation vs. Localization – What’s the Difference?

Website translation services convert text from one language to another. Localization goes beyond word-for-word conversion and aims to create cultural relevance. By using these regionally preferred translations, you can generate more interest and engagement among customers. You’re not only literally speaking their language—you’re talking like a local.

Using region-specific terms can boost SEO by matching terms customers use in local search engines, too. An 80/20 split is the best balance of translation and localization.

Localization processes go beyond word choice. You can also apply it to how your website presents information, how you design it, or even how it functions. You can-and should-adjust elements like currency, payment options, and product sizes to fit local standards whenever possible. 如果有当地分公司的联系方式，您也应该将此信息清晰地呈现给用户。

定制站内图片或开展反映当地文化、节日或文化敏感性的促销活动是内容本地化的另一种方式。这有助于品牌树立信誉，赢得信赖。

即便是在名称和地址表单中提供非拉丁语（例如中文、阿拉伯语或俄语）文本的功能也能对用户体验和转化率带来积极影响。

Statistics Highlighting the Importance of Localization:

Revenue Growth: Businesses investing in translation are 1.5 times more likely to see an increase in international sales revenue. https://www.linkedin.com/pulse/numbers-impact-translation-business-success-fady-bishay-ybrvf/0

Campaign Performance: Localized campaigns outperform English-only campaigns by 86% in both click-throughs and conversions.

When to Use Transliteration

翻译是将一种语言的内容转化为另一种语言。 音译 is the conversion of written content from one writing system to another.

Instead of translating content word-for-word, transliteration relies on phonetic elements from the original word to recreate the sound in another language without rendering meaning. 然而，加入一些创意，音译就能通过语音选择或双关语，唤起当地客户对某些含义和品质的联想。

当企业进军中国、日本、韩国、俄罗斯或中东和北非等市场时，由于这些市场的当地语言不含拉丁文字，因此通常会使用音译。 For instance, when auto maker BMW expanded into China, it transliterated its brand name to 宝马 (bǎomǎ). In Chinese, this means “treasure horse,” which evokes the brand’s spirit of luxury and reliability.

Localizing content such as your brand name, as well as product names and slogans associated with your brand image, should be a key part of your global branding strategy.这可能也是一项法律要求，具体取决于各市场的法律。

What is Transcreation?

创译并非逐字翻译，而是保留了原文意图、背景和语气的“创造性翻译”。 This is web translation at its most artful.

创译最常用于营销资料。品牌广告语、广告文案以及其他言辞文字细致入微的内容需要不同于传统翻译的创造性翻译，才能在其他语言中产生同样的影响力。技艺娴熟的译员必须重现原文的双关语、俏皮话与意图。

使用同一种语言的市场有时也有必要采用创译。出于对文化背景或当地敏感问题的考虑，原文必须以引起当地客户共鸣的方式进行翻译。例如，1990年代，英国电信公司Orange UK在向北爱尔兰拓展业务时使用的广告语就引起了争议，该公司的广告语是“The future's bright… The future's Orange”（未来是光明的，未来属于Orange）。在北爱尔兰，橙色是新教徒的符号，这对于当时仍在对抗教派暴力的爱尔兰天主教人群来说是一个敏感话题。

语言经验和营销创意对于出色的创译来说缺一不可，这意味着创译服务的价格高昂。建议您将其用于需要完美贴合品牌形象或顾及文化敏感性的营销资料。在适当的情况下，您可将其用作全球数字营销策略的一部分。

Choosing the Right Translation Approach for Your Business

If you’re looking to expand globally, but you’re not sure what types of translation you need, use this chart to determine which combination best serves your business needs.

Trust the Experts in the Translation and Localization Industry

Now that you understand the difference between translation, localization, transliteration, and transcreation, the next step is finding a digital-first translation agency that gets it done right.

您需要能够圆满完成网站和全球营销内容本地化的专业经验与技术。MotionPoint的译员均为专业译员、主题专家和品牌专家，可帮助您平衡各项翻译方案。

其他服务提供商会向您推荐翻译、本地化、音译或创译服务，但对于这些服务的定义以及如何交付合适的翻译方案以满足您的需求又含糊不清。MotionPoint的翻译团队知识渊博，坦率直接，并将帮助您兼顾目标和预算。 No matter what your needs, MotionPoint has the right 网站本地化服务 for you.