The success of your audio advertising depends on more than the words that are spoken, irrelevant of the language in which they are spoken.
When you are launching a new campaign in an international market you need to understand language, tone, variations of accent, energy and ethos of your target market to be able to successfully embody a memorable ad.
These factors, when perfect, create an emotional connection with your audience, however, when you are moving into a new market it is likely you will need to alter these from the original concept so they fit with the new arena. This is where translation and localization services come into play.
But how do you decide if you need Translation or Localization?
Translation and Localization are two very different tasks with differing focuses and outcomes. If you are unsure which service you will require when modifying your commercial read our guide below to help you choose.
Translation
This is a fairly straightforward process which involves taking content in one language and converting it directly into a different language. This process is ideal for information such as ingredients listings, health and safety, packaging, or other simple data.
However, translation won’t adapt information to suit the setting. For example, if you have a particular message you wish to convey to a variety of audiences then translation will only convert the actual words, and does not account for alternatives in cultures, lifestyles, and so on.
So, simply translating from say English to Arabic would fail to consider the huge regional differences in the MENA states. If you add to that the varied dialects, cultures and local differences you can see how translation alone can often fail to fit the needs of commercials and advertising.
Localization
Localization takes many more factors into account than simply language. It is far more complex than translation due to its consideration of cultures, idioms, dialects, social conventions, and so on. This means that the overall message is targeted at a specific audience and ensures they will understand its relevance to them on a personal level.
Localization should be used when you require a precise message – on your website, marketing ads and social media, or when dealing with slogans and logos.
As you can now see the two offer very different outcomes and if you use voiceovers you may wish to consider localization instead of translation.
Localization is the best option when you have a commercial script, and will convey far more, with a greater ability, than translation. You will have an emotional, responsive, appropriate and accurate advert that can win customers.
There are many factors to consider when using localization to ensure you get the best from the service. The points below will help you choose the right voiceover actor so that you get the best from your localized advert.
Language Nuance – does the region you are targeting have regional dialects? For example, Arabic accents and dialects vary according to region so be sure you know which specific area you are pursuing. Find a voiceover actor that fits with your requirements.
Multilingual audiences – if your audience is multilingual which language will resonate with them most? Is there an official language? Is there a formal or informal language? You will often find that after completing some thorough research that there is one language which is more commonly used.
There is also the possibility of a middle ground language, for example, speaking English but with a regional accent.
Demographic factors – may have an impact on the preferred language of your target audience. For instance, younger audiences may find local slang more accessible than formal speech.
Going global isn’t just about translation. You need to appeal to more than just your audience’s hearing by engaging with them on all levels. Voiceovers that have been localized with a specific target audience are far more likely to be successful than those which have only been translated due to the connections made through language, culture, dialects and social values.
Creating the right advertisement can be tricky, but whether you choose to translate or localize depends upon your requirements and your budget. Finding the right actor to suit your voiceover needs is far easier once you have all the information about your target audience; your market research is essential, and localization would ensure this research is properly utilised.
