One Size Does Not Fit All: On Application of Translation Theories to Teaching a Course of Website Localization

Abstract

Website Localization is an important part of international technical communication. Its goal is to make an existing website culturally, linguistically, visually, technically, and rhetorically adapted (customized) to the target audience so that they can read and use it as if the website were written for them. Web localization places two tasks on technical writers: To have a good understanding of the target culture and to make their own culture and its related elements easily accepted by the target audience. As a website mainly contains verbal information, translation naturally plays an important role. Therefore, the appropriate use of translation theories helps achieve successful web localization. This article mainly focuses on how to apply translation theories to teaching website localization, using Chinese culture and American culture as examples. It analyzes the strengths and weaknesses of the major translation criteria and explains how they can be used to communicate as much cultural information as possible from the source language and to increase the readability and acceptability of the target audience in the course of the website localization. Major findings are that no single translation criterion is able to handle all the translation cases effectively. In light of the nature of works to be translated, the purpose of translation, and the audience needs, various translation criteria need to be used. Suggestions are also made for customizing colors and graphics in light of the dynamic equivalence. With economical globalization, companies are competing with one another for international markets. Successful Website localization helps companies achieve this goal. So, the article is of great practical significance.