Website Localization for the Arab Middle East · 2016. 6. 3. · Website localization is one...

Website Localization for the Arab Middle East A Guidebook for Translation Study and Practice

Authored by Annegret M. Gross

Page Count: 82Binding Type: US Trade PaperTrim Size: 8" x 10" (20.32 x 25.40 cm) Language: EnglishColor: Full ColorRelated Categories: Science / Study & Teaching

ISBN-13: 9781530836710 ISBN-10: 1530836719

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http://www.amazon.com/Website-Localization-Arab-Middle-East/dp/1530836719/




Annegret M. Gross

Website Localization for the Arab Middle East

A Guidebook for Trans lation Study and Practice

Text copyright © 2016 Annegret M. Gross

All Rights Reserved.

This book has been carefully researched and produced. Nevertheless, author, editor, and

publisher do not warrant the information contained in this book to be free of errors. Readers

are advised to keep in mind that statements, data, illustrations, procedural details or other

items may inadvertently be inaccurate.

All rights reserved (including those of translation into other languages). No part of this book

may be reproduced in any form or by any electronic or mechanical means, including

information storage and retrieval systems, without written permission from the publisher.

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specifically marked as such, are the property of their respective owners.

First Edition.

Cover photo: © Janaka Dharmasena/Shutterstock.com

Cover design: Annegret M. Gross

ISBN-13: 978-1530836710

ISBN-10: 1530836719

Localization is the fastest growing branch in the language services sector.

Website localization is one subcomponent of this industry and refers to the

adaptation of a website, including all its textual and multimedia content, to a

target locale. Website localization presents excellent business opportunities

for the translation industry, because translators possess all the linguistic and

cultural knowledge that is crucial to make a website localization successful.

The Arabic-language market offers one of the greatest potentials in

localization. The necessity to prepare translators to handle these challenges,

however, is still not sufficiently addressed in translation training programs

and academic curricula. This book provides a roadmap for translation

students and practitioners alike who wish to develop and improve their skills

in this field. With comprehensive information about what is relevant when

localizing a website for the Arab Middle East, it helps enable translators to

adequately meet the expectations of this region.

The book is divided into a theoretical and a practical part. The theoretical

part discusses the definition of website localization and its inclusion in

academic translation studies. It considers the Middle East as a localization

market, taking into account recent numbers and developments. Finally, it

discusses the requisite linguistic, cultural, technological, and business

knowledge and the resulting implications for translators.

The practical part intends to create and deepen the awareness for

localization-relevant parameters. First, it introduces translators to the basic

business workflows for a better understanding of a company’s approach to

the localization of their website. It also points to economic, legal, logistical,

technical, and cultural conditions that may impact the localization. Second, it

increases the translator’s intercultural sensitivity to all elements to be

localized – from textual content over visual media (images, colors, icons,

symbols and gestures) to geopolitical issues and navigational factors – with

selected real-world examples. These examples cover all Arab countries in the

Middle East, i.e., Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Oman, the

United Arab Emirates and Palestinian Territories, Qatar, Saudi Arabia, Syria,

and Yemen.

Table of Contents

Theoretical Part

1. Website Localization 7

1.1 Website Localization as Part of GILT 8

1.2 Website Localization as Part of Translation Studies 11

1.3 Website Localization versus Software Localization 14

2. The Middle East: A High-Potential Localization Market 15

2.1 Internet Language Preferences 16

2.2 Internet Usage and Penetration 16

2.3 Efficiency of Localized Language 18

3. Implications for Translation Training and Practice 19

3.1 Knowledge of Language and Culture 20

3.2 Knowledge of Localization Tools and Technical Background 20

3.3 Knowledge of Business Practices 21

3.4 Redefining Translation in Academia and Practice 21

Practical Part

4. Workflows within a Localization Project 25

4.1 Demands outlining a Localization Project 25

4.2 Other Aspects impacting a Localization Project 27

4.2.1 Economic Aspects 28

4.2.2 Logistical Aspects 28

4.2.3 Technical Aspects 29

4.2.4 Legal Aspects 30

4.2.5 Cultural Aspects 30

5. Localizing Textual and Visual Web Content 35

5.1 Textual Content 35

5.1.1 Country-specific Units and Formats 36

5.1.1.1 Date and time formats 36

5.1.1.2 Calendar settings 37

5.1.1.3 Currencies and monetary information 38

5.1.1.4 Numeric formats 40

5.1.1.5 Contact data formats 41

5.1.2 Consistency in Terminology and Style 44

5.2 Visual Content 46

5.2.1 Images 47

5.2.1.1 Localization examples of ethnicity and picture setting 48

5.2.1.2 Localization examples of apparel 51

5.2.2 Gestures 52

5.2.3 Symbols and Icons 54

5.2.4 Colors 56

5.3 Geopolitical Factors 61

5.4 Navigational Factors 63

5.4.1 Writing Direction 64

5.4.2 Text Expansion and Contraction 65

5.4.3 Placeholders 67

6. Conclusion 69

References 71

List of Tables 79

List of Figures 80

A Guidebook for Translation Study and Practice 7

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THEORETICAL*PART**

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1.**Website*Localization**

Globalization,+ internationalization,+ localization+ –+ frequent+ buzzwords+ of+ our+ time+that+are+being+generously+used+in+economics,+politics,+and+academia+alike.+Fact+is+that+our+world+is+growing+closer+and+closer+together+by+the+day,+which+is+not+least+due+to+the+ birth+ of+ the+World+Wide+Web+ in+ the+ 1990s+ and+ its+ increasing+ availability+ and+usage+on+an+equally+growing+number+of+electronic+communication+devices.+While+at+the+beginnings,+internet+access+was+restricted+to+stationary+personal+computers+and+workstations,+webCenabled+devices+are+now+portable,+handy,+and+widespread.+Users+can+ access+ the+ web+ nearly+ at+ all+ times+ and+ in+ all+ places+ from+ laptops,+ notebooks,+netbooks,+ smart+ phones,+ tablets,+ and+ so+ on.+ This+ development+ has+ an+ impact+ on+practically+all+areas+of+life.++

For+companies,+the+World+Wide+Web+has+become+a+port+to+reach+–+as+its+name+suggests+–+a+worldwide+audience+within+seconds+via+a+simple+click+of+ the+mouse.+A+website+ is+a+company’s+business+card+and+ flagship+ in+ the+cyberspace,+which+can+be+viewed+by+practically+everybody+at+any+time+around+the+world.+For+any+company+that+wants+ to+ reach+ beyond+ national+ markets+ and+ approach+ foreign+ customers+successfully,+ it+ is+ vital+ to+ have+ a+ website+ that+ is+ designed+ to+ fit+ the+ needs+ and+expectations+ of+ the+ target+ customer+ base.+ The+ website+ has+ to+ be+ adapted+ to+ the+different+cultural+requirements+of+the+addressed+international+audience;+ it+needs+to+be+“localized”+to+make+it+suitable+to+the+target+market.+Most+internet+users+feel+more+comfortable+and+are+more+ likely+ to+buy+products+or+ services,+ if+ the+ information+on+the+website+is+presented+in+their+native+language.+Translated+language+is+a+key+factor+for+ approaching+ foreign+ markets+ successfully.+ English+ is+ not+ any+ more+ the+international+ language+ on+ the+ web+ but+ one+ of+ the+ many,+ including+ Arabic+ and+Chinese,+which+have+been+experiencing+the+most+dramatic+growth+during+the+recent+

8 Website Localization for the Arab Middle East

years.+ But+website+ localization+does+not+ only+ involve+ the+ transfer+ of+ text+ from+one+language+ into+ another.+ It+ involves+ the+ modification+ of+ the+ entire+ content+ of+ the+website:+all+visual+and+audiovisual+elements+that+surround+the+text+on+a+website,+but+also+character+encodings,+unit+ format+conventions,+ formatting+and+layout,+technical,+cultural,+geopolitical+aspects,+and+economic+considerations.++

This+ is+ where+ website+ localization+ brings+ new+ challenges+ to+ translation+ in+practice+and+in+academia.+Translation+is+confronted+with+new+demands+that+exceed+the+mere+translation+of+text+and+require+more+specific+cultural+and+technical+skills+on+the+ part+ of+ the+ translator.+ The+ localization+ of+ a+ website+ with+ its+ multimedia+ and+hypertext+ content+ constitutes+ a+ new+ type+ of+ multiClevel+ translation.+ Translation+studies+ are+ obliged+ to+ react+ to+ this+ new+ development+ and+ incorporate+ aspects+ of+website+ localization+ into+ their+ curricula+ in+ order+ to+ prepare+ translation+ students+sufficiently+for+the+future+professional+requirements.++

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1.1**Website*Localization*as*Part*of*GILT**

Localization+is+not+a+standCalone+business.+It+is+closely+imbedded+into+a+whole+range+of+related+services.+Localization+is+one+firm+part+of+an+entire+process+of+globalization+and+internationalization.+Localization+on+its+part+comprises+translation.+Globalization,+internationalization,+ localization+ and+ translation+ are+ commonly+ summed+ up+ in+ the+acronym+of+GILT.+GILT+describes+the+steps+necessary+to+make+a+product+or+a+service+accessible+to+a+global+audience.+In+accordance+with+the+former+Localization+Industry+Standards+Association+(LISA,+2007),+these+steps+can+be+outlined+as+follows:++

1.++ Globalization+ prepares+ a+ product+ or+ service+ to+ be+marketed+in+multiple+regional+markets.++

2.++ Internationalization* is+ the+process+of+enabling+a+product+at+a+technical+level+for+localization.+

3.+ Localization* is+ the+ process+ of+ modifying+ products+ or+services+to+account+for+differences+in+distinct+markets.++

4.+ Translation* reproduces+ the+ source+ text+ in+ the+ target+language.++

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Figure<1.+The+four+steps+making+up+a+GILT+project+illustrated+according+to+the+“onion+skin+principle”+with+overlapping+borders+between+localization+and+translation.+

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1.2**Website*Localization*as*Part*of*Translation*Studies**

Traditional+views+on+translation+and+academic+theorization+do+not+stand+in+contrast+

to+the+new+implications+for+translation+studies+brought+about+by+recent+technological+

developments.++

Translation+ has+ a+ history+ of+ several+ thousand+ years+ while+ localization+ is+ a+

relatively+ new+ field+ that+ emerged+ in+ the+ last+ 20+ years,+mainly+with+ the+ rise+ of+ the+

internet+ from+ the+ late+ 1990s+ onwards.+ Briefly+ and+ concisely,+ localization+ can+ be+

defined+as+‘adapting+a+product+to+a+particular+locale’+(Esselink,+2000;+Yunker,+2002;+

LISA,+2003).+A+ locale+ is+ to+be+understood+as+the+target+market+that+shares+common+features,+ such+ as+ the+ same+ language,+ culture,+ or+ any+ other+ properties+ that+ may+

require+ specific+ adaptation.+ In+ line+ with+ that,+ Yunker+ (2002)+ describes+ website+

localization+more+ specifically+ as+ the+ “process+ of+modifying+ a+website+ for+ a+ specific+

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locale”+ (p.+17)+and+ considers+ it+ a+ combination+of+ translation+and+ technical+ services+whose+ goal+ is+ to+ provide+ a+ technically,+ linguistically,+ and+ culturally+ functional+localized+end+product.++

The+ target+ market+ cannot+ always+ be+ precisely+ defined+ as+ an+ individual+country,+because+the+borders+of+language+and+culture+sometimes+overlap.+Arabic,+for+instance,+is+being+spoken+in+many+countries+throughout+the+Middle+East+as+well+as+in+Northern+ Africa.+ The+ Arab+ world+ consists+ of+ altogether+ 22+ nations,+ including+Palestine,+which+ is+considered+an+official+state+by+the+Arab+League.+Even+though+all+countries+ are+ Islamic+ and+ share+ the+ same+ language+ –+ partly+ in+ very+ different+ local+dialects+ –+ one+ must+ not+ assume+ that+ all+ these+ countries+ share+ the+ same+ cultural+features+as+well.+Understandably,+regions+as+far+apart+from+each+other+as+the+NorthCAfrican+ Maghreb+ and+ the+ Middle+ Eastern+ Arab+ states+ differ+ in+ culture.+ Many+Tunisians+ and+ Moroccans+ consider+ themselves+ explicitly+ Berber+ and+ not+ Arab+(Tristam,+2008).+Nevertheless,+there+are+also+significant+cultural+differences+between+neighboring+ Arab+ countries.+ These+ disparities+ become+ very+ obvious+ when+comparing,+ for+ example,+ between+ highly+ conservative+ clerical+ Saudi+ Arabia,+ more+WesternCoriented+and+largely+ChristianCpopulated+Lebanon,+postCwar+Iraq,+postCArab+Spring+Egypt,+largely+ShiiteCpopulated+Bahrain,+the+highly+multicultural+United+Arab+Emirates+ with+ their+ cosmopolitan+ city+ of+ Dubai,+ the+ Palestinian+ Territories+ within+Israel,+and+demographically+and+socially+very+diverse+Jordan+with+the+most+refugees+in+the+world+perCcapita.++

Translation+ mainly+ refers+ to+ the+ transfer+ of+ text.+ Localization,+ in+ contrast,+describes+ the+ customization+ of+ a+ software+ program+ or+ other+ usually+ electronic+document+ (manual,+ online+ help,+ computer+ game,+ website).+ Due+ to+ its+ electronic+character,+localization+involves+both+visual+and+technical+adaptations.+The+theoretical+inclusion+of+localization+into+the+field+of+translation+is+uncontroversial+in+academia.++

Since+ the+ mid+ 1980s,+ translation+ studies+ have+ been+ focusing+ on+ the+ target<purpose+of+the+text+to+be+translated;+the+compliance+with+target+cultural+conventions+was+ of+major+ importance.+Reiss’+ and+Vermeer’s+ (1984)+Skopos<theory+ is+ one+ of+ the+theories+ that+ places+ the+ function+ of+ a+ translation+ into+ the+ center+ of+ attention.+ The+functional+ approach+ has+ since+ been+ pointing+ out+ that+ translation+ involves+ both+ a+


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3.1**Knowledge*of*Language*and*Culture*

Localizing+ web+ content+ requires+ inCdepth+ knowledge+ of+ the+ target+ language+ and+culture.+ An+ insufficient+ or+ unsatisfactory+ adaptation+ of+ the+ linguistic+ and+ cultural+components+ is+ the+main+reason+ for+ failure+ (Payne,+2004).+An+elaborate+ localization+can+ help+ gain+ business+ advantage,+ whereas+ a+ failed+ or+ insufficient+ adaptation+ of+textual,+ visual,+ and+ auditory+ content+ can+ repel+ customers.+ However,+ a+ successfully+localized+website+ is+not+only+dependent+on+the+quality+of+the+ linguistic+and+cultural+adaptation,+but+also+on+a+flawless+technical+functioning.++

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3.2**Knowledge*of*Localization*Tools*and*Technical*Background*

During+ the+ course+of+ time,+ technology+has+brought+ significant+ changes+ to+ the+work+routine+ of+ translators+ and+ the+ tools+ they+work+with.+Nowadays,+ translators+ need+ a+whole+range+of+skills,+which+by+far+exceed+a+purely+linguistic+background.+Beside+the+necessary+ language+ fluency+ and+ cultural+ knowledge+ of+ sometimes+ more+ than+ one+region+ where+ the+ target+ language+ is+ being+ spoken,+ the+ requirements+ include+familiarity+ with+ computerCaided+ translation+ (CAT),+ terminology+ management,+translation+memories+ (TM),+ desktop+ publishing+ (DTP),+ image+ processing,+ dubbing,+subtitling,+and+last+but+not+least+software+and+website+localization.++

Talking+ about+ website+ localization+ on+ a+ technical+ level,+ translators+ should+have+a+basic+knowledge+of+web+programming+languages,+in+particular+HTML,+which+is+the+most+common+language+used+to+design+websites.+Along+with+that,+a+basic+knowChow+of+language+and+character+encoding,+character+sets,+operating+systems,+and+the+infrastructure+of+the+internet+is+indispensible.+It+is+also+recommended+for+translators+to+get+acquainted+with+localization+tools,+because+no+localization+is+feasible+without+any+such+tool.+This+includes+special+localization+software+as+well+as+different+types+of+HTML+editors.+Both+have+their+advantages+and+disadvantages:+ localization+software+might+ facilitate+ the+ localization+process+ and+ require+ less+ technical+ knowledge+ from+the+part+of+ the+ translator,+however,+when+ it+ comes+ to+ fixing+errors+or+ checking+ the+functionality,+ HTML+ programming+ knowledge+ and+ familiarity+ with+ source+ code+editors+is+inevitable.+When+localizing+websites+from+or+into+the+Arabic+language,+such+


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technical+knowledge+and+programming+skills+is+much+easier+for+a+translator+than+for+

a+programmer,+engineer,+or+web+designer+to+acquire+all+the+necessary+linguistic+and+

cultural+background+knowChow.+Just+as+for+any+other+industry+sector,+it+is+vital+for+the+

translation+ sector,+ too,+ to+ keep+ up+ with+ recent+ developments+ and+ technological+

advancements.+ This+ also+ requires+ an+ adaptation+ of+ translation+ training+ and+ a+

redefinition+of+translation+practice.++

The+ discipline+ of+ translation+ studies+ is+ required+ to+ take+ these+ practical+

developments+ into+ account+ and+ adapt+ its+ academic+ training+ programs.+ Translation+

students+ need+ to+ be+ prepared+ for+ the+ new+ technological+ challenges+ and+

multidimensional+translation+tasks+that+arise+from+localization;+they+will+need+to+be+

able+ to+ provide+ services+ that+ go+ beyond+ the+ pure+ transfer+ of+ text.+ If+ translation+

studies+ do+ not+ incorporate+ the+ aspects+ of+ localization,+ the+ inevitable+ consequence+

will+ be+ the+ emergence+ of+ a+ new+ discipline+ of+ localization+ studies.+ Translators+ and+

localizers+will+ then+be+competing+ for+a+diminishing+profit+of+both+parties+(Sandrini,+

2005).++

The+ circumstance+ that+ localization+ training+ has+ so+ far+ not+ been+ part+ and+

parcel+ of+ translation+ training+ stems+ from+ the+ fact+ that+ localization+ developed+ in+

practice+ and+ in+ direct+ response+ to+ the+market+ needs+ –+ independent+ of+ any+ theory.+

Translation+studies+have+turned+their+attention+to+localization+only+recently,+theories+

have+been+ established,+ and+more+ and+more+universities+ have+been+ recognizing+ the+

need+of+making+localization+an+integral+part+of+their+study+program.+Any+student,+who+

desires+ to+ work+ in+ a+ commercial+ translation+ environment+ later+ on,+ will+ inevitably+

need+a+certain+amount+of+localization+skills.+Even+if+translation+graduates+will+not+be+

directly+involved+in+localization+projects,+they+will+still+be+affected+by+various+aspects+

that+ localization+ spreads+ into+ the+ industry,+ e.g.,+ general+ localization+ requirements,+

technical+ tools,+ workflow,+ and+ so+ on.+ However,+ this+ discrepancy+ between+ the+

localization+ industry+ and+ academic+ translation+ studies+ also+ offers+ possibilities+ of+

collaboration+both+parties+can+benefit+from.+The+localization+industry+can+contribute+

vital+ information+ about+ practice,+ helping+ academia+ to+ better+ understand+ the+ actual+

needs+and+develop+adequate+theories+and+curricula.+In+return,+academic+institutions+

will+be+able+to+provide+betterCtrained+graduates,+who+are+adept+at+meeting+the+actual+


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needs+ of+ the+ industry.+ On+ a+ longCterm+ basis,+ theorization+ could+ help+ practice+ to+advance+(O’Hagan,+2006).+

Conclusively,+ localization+ training+ should+ be+ firmly+ embedded+ in+ every+university’s+translation+program+and+the+imperative+aspects+to+be+imparted+may+be+summed+up+as+follows:++

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1. basic+technical+knowledge+of+the+web+and+its+infrastructure;+2. basic+ technical+knowledge+of+HTML+as+ the+most+ important+web+

programming+language;++3. familiarity+ with+ localization+ software+ and+ different+ types+ of+

HTML+editors;++4. knowledge+of+the+basic+business+practices+and+workflows+within+

a+GILT+project;+5. cultureCspecific+ awareness+ with+ particular+ regard+ to+ website+

localization+requirements,+including+6. basic+knowledge+of+visual+communications+to+adequately+localize+

visual+web+content;+7. familiarity+with+image+processing+software.+

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5.2**Visual*Content*

Translation+does+not+mean+thinking+in+letters+and+words+only:+the+visual+content+of+a+website+ is+as+ important+and+can+convey+as+much+a+message+as+ the+ text+–+and+even+more.+And+just+like+the+text,+visual+elements+may+also+have+to+be+modified+in+function+of+the+target+locale.+As+a+fact,+the+human+brain+is+programmed+to+first+take+notice+of+the+ visual+ elements,+ before+ the+ person+ even+ starts+ to+ read+ the+ text.+ Given+ the+importance+of+visuality+and+its+cultural+sensitivity,+translation+training+should+enrich+their+curricula+by+imparting+relevant+theoretical+basics+and+localization+knowChow+in+the+following+areas:++

B visual+communications,+in+particular:++B images+and+pictures;++B gestures;+B symbols+and+icons;+B colors;++

B digital+image+processing+software.+++

In+ the+ following,+ the+ intrinsic+ power+ of+ visual+ elements+ is+ being+ explained.+Selected+ examples+ of+ sensitive+ visual+ elements+ illustrate+ what+ deserves+ particular+consideration,+when+making+ a+website+ suitable+ for+ a+Middle+ Eastern+ environment.+The+ theoretical+ information+ and+ the+ practical+ examples+ are+ intended+ to+ sensitize+translators+for+specific+visual+parameters+that+may+need+to+undergo+localization.++

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5.2.1**Images*

Practically+no+website+can+go+without+images+and+pictures.+Websites+virtually+live+on+their+ imagery.+The+statement+“a+picture+ is+worth+a+thousand+words,”+once+made+by+Armenian+novelist+William+Saroyan,+holds+very+true+for+internet+sites:+web+content+is+being+viewed+at+fast+pace+with+users+changing+websites+within+a+second+of+a+mouse+click.+Pictures+are+the+first+thing+that+comes+to+the+eye+of+the+visitor.+They+convey+the+first+ impression+of+ the+website+ –+which+ is+ ideally+ a+positive+one,+ provided+ that+ the+imagery+has+been+well+adapted+to+the+target+locale.++

Visual+ communication+ theory+ explains+ the+ strong+ impact+ of+ images.+ The+power+ of+ images+ is+ rooted+ in+ the+way+ the+ human+ brain+ processes+ pictures,+ which+differs+ dramatically+ from+ the+ way+ text+ is+ being+ analyzed.+ Vision+ developed+ before+verbalism+ and+ literacy;+ visual+ perception+ is+ one+ natural+ primal+ sense.+ That+ is+why+visual+content+is+being+perceived+first+(Seward+Barry,+1997).+Communication+is+much+more+ sufficient+ and+ longCterm,+ when+ visual+ elements+ are+ being+ included.+Communication+researchers+are+in+consensus+that+visual+input+is+remembered+best.+Studies+ revealed+ that+ the+ human+ brain+ processes+ about+ 80%+ of+ the+ incoming+information+ by+ the+ visual+ pathway.+ People+ remember+ about+ another+ 20%+ of+what+they+read,+and+the+ least+percentage+of+what+they+hear+(Lester,+2006).+Pictures+have+the+ ability+ to+ access+ the+ longCterm+ memory+ directly+ and+ are+ therefore+ being+remembered+more+easily+and+longer.+However,+the+greatest+effect+is+achieved+when+combining+visual+content+with+nonvisual+elements+(Horn,+1999).++

Particularly+important+to+know+in+localization+is+that+the+human+brain+reacts+to+ the+ view+ of+ a+ picture+ with+ immediate+ emotional+ responses,+ instead+ of+ logical+scrutiny,+as+it+is+the+case+when+textual+input+is+concerned.+According+to+scientists,+it+is+impossible+ to+control+ this+ first+ instinctive+emotional+ response.+The+structure+of+ the+human+brain+is+simply+designed+to+react+emotionally+before+analyzing+analytically+as+a+way+ to+ survive+ in+ extreme+ situations.+ Visual+ signals+ are+ immediately+ sent+ to+ the+amygdalae,+ the+ part+ of+ the+ human+ brain+ that+ plays+ a+ primary+ role+ in+ processing+memory+and+emotional+reactions,+before+a+second+impulse+is+even+transmitted+to+the+neocortex,+ the+ outer+ layer+ and+ the+ evolutionary+ most+ recent+ part+ of+ the+ brain+responsible+ for+ higher+ functions,+ such+ as+ reason,+memory,+ and+ cognition+ (Sullivan,+2007).+ It+ is+believed+ that+consumer+decisions+are+mainly+governed+by+emotion+and+


not+ by+ reason.+ Marketing+ techniques+ usually+ appeal+ to+ positive+ emotions,+ but+ can+also+ include+ the+ evocation+ of+ negative+ feelings,+ mild+ fear+ (“If+ you+ don’t+ use+ our+product,+ you+ will+ have+ to+ face+ negative+ consequences.”),+ humor,+ provocation,+ and+others+(Contardo,+2004).++

With+ images+ being+ an+ immensely+ powerful+ tool+ to+ reach+ and+ affect+consumers,+the+localization+of+pictures+is+a+key+criterion+to+the+success+of+a+website+on+ the+ target+market.+ A+ picture+ carries+many+ subtle+ cultural+messages,+which+may+have+ to+ undergo+ localization.+ All+ content+ in+ the+ picture+ needs+ to+ be+ considered:+people,+ apparel,+ colors,+ gestures,+ expressions,+ setting,+ foreground,+ background.+ If+ a+picture+is+perceived+negatively+in+one+way+or+the+other+by+the+target+audience,+it+can+shed+a+bad+light+on+the+entire+company+and+make+customers+opt+for+a+competitor.+On+the+other+hand,+an+appropriate+use+of+ images+can+make+a+business+gain+ immediate+positive+attention+and+create+a+lasting+impression.++

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5.2.1.1((Localization(examples(of(ethnicity(and(picture(setting((

Whether+one+wants+to+speak+of+ethnicity,+phenotype,+race,+nationality,+or+origin+–+fact+is+people+from+different+countries+and+regions+do+ look+different.+They+differ+ in+skin+color,+hair+structure,+and+facial+ features.+Certain+of+these+phenotypic+characteristics+are+ typically+ascribed+ to+a+specific+geographic+area.+To+refer+ to+ these+differences+ in+appearance,+this+paper+will+use+the+term+“ethnicity.”++

The+ ethnicity+ of+ people+ shown+ in+ a+ picture+ should+ be+ in+ accord+ with+ the+ethnicity+of+the+target+audience.+This+is+imperative+for+the+picture+to+appear+genuine+and+ convincing,+ as+ well+ as+ for+ the+ company+ to+ appear+ authentic+ and+ close+ to+ its+customers.+While+ a+ Caucasian+ look+ is+ adequate+ for+ Europe+ and+Northern+ America,+photos+ may+ have+ to+ be+ reCshot,+ if+ the+ company+ wants+ to+ expand+ into+ the+ Middle+Eastern+market.++

As+ already+ mentioned+ earlier,+ some+ Middle+ Eastern+ markets+ have+ diverse+ethnic+ populations:+ the+ United+ Arab+ Emirates+ are+made+ up+ of+ high+ percentages+ of+different+ ethnic+ groups.+ In+ case+markets+ with+ such+ diverse+ ethnic+ populations+ are+being+targeted+or+if+the+company+desires+to+express+an+international+standing,+it+may+


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opt+ for+ displaying+ people+ of+ different+ ethnicities+ in+ their+ pictures.+ Clothing+ brand+United+Colors+of+Benetton+is+one+major+example+for+such+a+multiCethnic+strategy;+the+company’s+ marketing+ campaigns+ are+ wellCknown+ for+ advertising+ with+ people+ of+numerous+different+ethnic+origins.++

An+ opposite+ example+ is+ global+ bodyCcare+ brand+ Nivea,+ owned+ by+ German+company+ Beiersdorf.+ Nivea+ uses+ a+ website+ marketing+ strategy+ that+ targets+ each+locale+ individually.+ It+ has+ multiple+ culturally< customized< websites+ for+ almost+ all+countries/regions+around+the+globe,+each+website+coming+with+its+own+domain+name.+Culturally<customized+describes+the+highest+degree+of+localization+of+a+website+(Singh+and+ Pereira,+ 2005).+ Each+ country+ website+ features+ different+ images,+ which+ are+equally+ highly+ localized+ and+perfectly+ immersed+ into+ the+ target+ culture.+ The+ Swiss,+Norwegian,+and+German+sites,+for+example,+display+people+of+the+Caucasian+type+with+light+ skin,+ blond+hair,+ and+blue+ eyes,+ perhaps+ the+ exact+way+ the+ typical+ “Nordic”+ is+widely+ being+ thought+ of.+ The+ SouthCAfrican+website+ (Figure+ 9),+ on+ the+ other+ hand,+shows+two+women+of+mixed+ethnicity,+whereof+one+seems+to+be+of+Caucasian+origin+and+ the+ other+ of+ mixed+ black+ and+ white+ ancestry.+ This+ localization+ strategy+ is+perfectly+customized+to+the+composition+of+South+Africa’s+population.++

For+the+Middle+East,+Nivea+has+one+web+portal+(Figure+10)+to+address+all+Arab+countries+in+the+region.+The+website+displays+a+young+man+whose+appearance+would+not+necessarily+be+assigned+to+the+typical+Middle+Eastern+Arab,+with+his+hair+and+skin+color+being+a+bit+too+light+and+his+facial+features+not+being+typically+Middle+Eastern.+Even+ though+ the+model+might+not+perfectly+match+ in+ terms+of+ethic+characteristics,+Nivea+has+taken+into+account+a+number+of+other+localization+factors+by+choosing+this+picture+for+their+Middle+Eastern+web+page.+As+said+above,+the+localization+of+images+does+not+only+require+the+adaptation+of+ethnicity+but+also+of+clothing,+gestures,+and+setting.+ People+ in+ the+Middle+ East+ are+widely+ of+Muslim+ religion+with+ rather+ strict+views+on+what+concerns+clothing,+ intimacy+between+men+and+women+in+public,+and+women+revealing+too+much+skin.+Hence,+an+intimate+hug+as+displayed+on+the+Chinese+website+ (Figure+ 11),+ or+ a+ woman+ in+ scanty+ clothing+ as+ on+ the+ Japanese+ website+(Figure+12),+for+comparison,+would+be+rather+inappropriate+for+the+Middle+East+and+a+potential+ source+ of+ offending+ people’s+ moral+ values.+ It+ could+ be+ detrimental+ to+company+reputation+and+business+opportunities.+Furthermore,+women+appear+only+


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Website Localization for the Arab Middle East · 2016. 6. 3. · Website localization is one...

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