Factors that influence on the translation of the goods description on the site
Over the past decades, there has been a revival of culture in linguistics. The Sapir-Whorf hypothesis, otherwise known as the linguistic theory of relativity, has never been central to linguistics, because it cannot be scientifically proven. However, with current achievements in cognitive science, interest in such concepts is growing. Simply said, the linguistic theory of relativity claims that the person’s worldview is colored by the language spoken by the target audience.
Expanding this hypothesis, we can say that the language, in turn, is in culture, and therefore the contextualization of communication depends on the use of the local language and its cultural conventions. Linking culture to the translation industry, it becomes clear that the fact that culture has a meaning and more often become demonstrated by tasks such as site localization. The latter is often not just simply to convey the word in one language to another, but almost always includes a wider set of adjustments, including the use of appropriate icons, images, page designs, and so on in accordance with the cultural conventions of the target audience. One of the main roles in this process is the translation of the description of goods, which should take into account all the cultural preferences of the target audience. Correctly executed translation of the description of goods on the site in the light of cultural features will help not only attract potential customers, but also demonstrate that the company pays attention to the specifics of the region. This will allow the company to strengthen its position on the international market and win the trust of customers. After all, every person wants to be given time to his preferences and cultural aspects in such a situation playing an important role.
The role of cultural knowledge in translation tended to be mostly implicit in standard, offline text-based fields. However, in the new online multimedia spheres, this seems to take a much more pronounced role. While translators always knew that culture matters and cannot be separated from the translation or localization process, cultural knowledge seems to become increasingly important with the appearance of interlingual interactions in the information space. Translation of the description of goods on the site is designed to ensure that a person can easily picked up the goods necessary to him, thereby bringing the company’s profits and satisfying their needs. In the process of the description goods translating it is important that the translation is not carried out with the help of machine translation, because many words in a foreign language have a certain number of values, and it can turn out to not readable text, say nothing of its culture.
To improve communication at the international level, the translation of the product description on the website is very important. None of the companies can attract potential foreign consumers without having a correct translation of the goods description. Translation of the description of goods on the site must be carried out taking into account the cultural characteristics of the target audience. Each translator must know the characteristics of the cultural preferences of the country for which the product description is translated.
Nowadays, many companies are beginning to use English as a tool for global communication. In this case, there is a difference between the language they use in the global context, for navigation in cyberspace, and the language they use in local interactions in online and offline spheres. E-commerce sites should be localized in a local language (s) in accordance with cultural conventions that affect the emotional level for target consumers. For the most successful process of localization, translators use modern technologies that allow you to take into account all cultural subtleties while technologies help to perform accurate translation.
The course of development of the language industry in the short and medium term is aimed at developing more widely applicable universal translation tools. They will be based on flexible, but systematic access to external relevant resources, rather than being limited to specific contents of internal memory.
The importance of the role of culture will increasingly be recognized in global communication. Explicit processes of culturalization can become an integral part of localization, especially in the online environment. This will mean that translators should be fully familiar with the cultural aspects of the target language. In addition, more appropriate cultural models can be refined to facilitate the processes of globalization and localization.