EU-High-Level Scientific Conference Series
MuTra 2007 – LSP Translation Scenarios: Conference Proceedings

Sandra Nauert (Saarbrücken)

Translating Websites
Content
1
2
3
4
4.1
4.2
5
5.1
5.2
5.3
6
7

Introduction
Problem Statement
Data & Literature
Projecting a Strategy for Translating Websites
Theoretical Foundations
Website Translation by Text Perspectives
Application: Example of Nescafé
Holistic perspective
Atomistic perspective
Hol-atomistic perspective
Concluding Remarks
References

1 Introduction
Translation is becoming increasingly important in our globalized world as a means of
securing communication across languages and cultures. Technological advances andinternationalization have contributed to the development of new fast, often short-lived andmultilingual forms of internet communication. One of these new forms of international
communication is website localization, which has been defined as adapting a product to aparticular locale (Esselink 2001). Within the localization process, translation is regarded as
only part of the process of, “modifying a website for a specific locale” (Yunker 2002:17)
along with project management, image adaptation or setting up a language gateway andinvolving the cultural adaptation of texts and other documents like multimedia, graphics andother programs. Translating websites has been little discussed in the translation studies
literature although it has been recognized as involving problems and decisions on a number ofdifferent translation levels (e.g. cultural adaptation, information sequencing of hypertext
segments and language use). While considerable literature has been published on the topic
from a computer linguistic perspective (e.g. Somers 2003), little has been written about thetranslation dimension. In particular, methodological proposals concerning theinterdependence of the categories language material, non-linear text and cultural systems has
been given little attention. This article suggests a strategy for translating websites on several
dimensions, the integration of which will show the interdependence of a text and systems
level, making the website process more systematic and transparent, less time-consuming andthus more economical. Proceeding from different text perspectives, three interrelated levels
are identified on which translation decisions are made, i.e. (1) the holistic level on which
decisions involving the entire website are made, e.g. cultural adaptations, (2) the hol-atomistic
level, on which decisions involving the coherence and information sequencing decisions are
made, e.g. adapting navigation paths in hypertext segments and (3) the atomistic level, on
which decisions involving individual linguistic units, e.g. ‘Netspeak’ idiosyncracies are made.
The translation methods (Aspectra, Relatra, Holontra) reflect these text perspectives and allow
for an integrated methodological sequence of translating, which is adapted for localization© Copyright 2007 by MuTra

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Sandra Nauert

purposes. All three levels are interrelated and need to be considered in their interrelationshipwhen translating websites. This is shown with a sample website localization which will
illustrate the suggested methodology.

2 Problem Statement
Major problems when translating websites seem to be the following questions: How can theinterplay of continuous text, multimedia elements as well as interactive items be madetransparent for translation purposes? Where do we start when translating a website? How do
we make text segments ‘fit together’ as a whole text. How to we handle the non-linearity of
the highly complex hypertext? In his article ‘Jigsaw Translation’, Schubert talks about the
problem of coherence in dynamic websites. When translating a website, therefore, in addition
to the usual complex of translation problems, these elements account for additional problems
and make the question of which elements need to be translated in which order particularly
relevant. These questions have remained unanswered today and have made translating
websites a field that stresses its technological aspects and is not integrated into the field oftranslation, its research paradigms and has thus not profited from its advances and progresses.
The lack of a systematized transparent translation procedure can lead to ineffective
advertising strategies. On the Chinese Swarovsky website wedding jewelry is advertised forwith white wedding outfits. Unless defined by a specific marketing strategy, the localizer was
not aware of the fact that in the Chinese culture white is not associated with weddings.
Thus, the problem when translating websites is the rendering of highly cultural specificcontent, which so far has been dealt with predominantly in an intuitive way, This often canlead to cultural specific blunders, failing to evoke the intended effect within the target culture.
The objective is to develop a method for translating websites by systematizing the wholeprocess and thereby eliminating potential culture specific blunders from the very beginning,making the localizing process more systematic and transparent, less time-consuming and thus
more economical. It is assumed that by clarifying the relation between localization andtranslation potential cultural gaps can be bridged systematically, the localizing process can bemade more systematic and transparent (repeatable) and therefore less time-consuming andthus more economical.
Within this framework of rendering a website for a target culture (holistic perspective),
other translation problems arise, i.e. the challenge to create coherence within a website (holatomistic perspective), which is obviously closely linked to the overall holistic concept of a
website as well as to atomistic textual problems.

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MuTra 2007 – LSP Translation Scenarios: Conference Proceedings
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Fig. 1: Chinese website of the Swarovski Crystal Online AG (wedding jewelry)1

3 Data & Literature
It is interesting that some of the answers to these questions come from practice. Mario De
Bortoli and Fabio Minazzi pointed out that “(…) the localization process of commercial
communication has to start at campaign concept level” (De Bortoli & Minazzi 2007, 16), thus
underlining the importance that website localization needs to start from a holistic cultural
point of view.
Moreover, they suggest that multimedia and media-rich contents on websites do notconstitute a simple assembly of elements, but are a “combination of contents with complex
cross-references and functional relationship” (De Bortoli & Minazzi 2007: 7). Thisemphasizes the significance of a strategy, a step-by-step schedule which stipulates theinterdependencies and the resulting order in which the individual website elements should be
localized.
Experts in website localization (Esselink 2000, Oldenburg 2000, Yunker 2002, Sandrini
2005 and forthcoming) have described the multifaceted aspects of localization. So far,however, no systematic procedure exists for translating websites which has led to the situation
today that websites are rarely considered an object of translation. The translator is rarely
involved in the overall process, thus translating sole text material without the context. Web
design decisions, implying cultural background knowledge, are often left to advertising
companies.
This leads to the question of how the concepts of translation and localization are related toeach other.

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MuTra 2007 – LSP Translation Scenarios: Conference Proceedings
Sandra Nauert

4 Projecting a Strategy for Translating Websites
4.1 Theoretical Foundations
Before embarking on this project, the notions of translation and localization need to be
defined against each other. In literature, localization is dominantly defined as includingtranslation as a part of the whole localization process. Bert Esselink’s defines localization as
follows: “Translation is only one of the activities in localization. In addition to translation, a
localization project includes many other tasks such as project management, software
engineering, testing (…)” (Esselink 2000: 4). This leads to a superordinated relationship withTranslation being subordinated to Localization (Fig. 2).

Localization

Translation

Fig. 2: superordinated relationship between Localization and Translation

Anthony Pym contradicts this development critisizing that the translator’s role within thelocalization process is often reduced to that of replacing natural-language strings. He cites
Nida’s concept of “dynamic equivalence” which covers also cultural adaptations to prove thattranslation theory, contrarily to what the localization industry wants us make believe, hasbeen moving in the opposite direction and that cross-cultural communication requires morethan the lexical and grammatical replacement of natural-language strings
According to Lyons (1977) sense relations, and referring to a narrow definition oftranslation, translation and localization are interrelated concepts which share the features oftransfer, but with each field having at least one feature of its own. For instance, translation
includes the translation of literature, which is not relevant to localization. Localization
includes the technical components and the internationalization process which are notnecessarily included in translation. As a result, translation and localization are notsuperordinated (as stated in literature so far), but constitute an intersection of concepts(Fig. 3).

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MuTra 2007 – LSP Translation Scenarios: Conference Proceedings
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Transfer

Localization

Translation

Fig. 3: intersection of the concepts Localization - Translation

If we take a wider definition of translation, which includes multimedia integration andhypertext, localization can be included in Translation, meaning that translation is as “source
material, e.g. knowledge or text (in its widest sense) to be transferred to another material, e.g.
another knowledge (system) or text (in its widest sense), irrespective of whether the translated
product is in the same (national) language or not, written, spoken or signed, in linear or nonlinear form, technology-driven and multimedia-supported or not (Gerzymisch-Arbogast
2007b: 3), then localization can be seen as a type of Multidimensional Translation (Fig. 4).
Considering localization a type of Multidimensional Translation makes it possible toapply translation theories and methodologies to localization. Applying translation
methodologies to localization would mean that it is possible to develop a step-by-stepprocedure to localize websites.

Multidimensional Translation
Localization

Fig. 4: Localization as a type of Multidimensional Translation

4.2 Website Translation by Text Perspectives
Against the background of translation methodologies, the localization of websites can be seenfrom three perspectives (atomistic, holistic and hol-atomistic) and the interrelated translation
methods of Aspectra, Holontra and Relatra (Gerzymisch-Arbogast & Mudersbach 1998). The
translation methods allow for an integrated methodological sequence of translating, which isadapted for localization purposes. The three methods share the same conditions and include
each a series of five steps (Tab. 1).

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MuTra 2007 – LSP Translation Scenarios: Conference Proceedings
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atomistic
perspective
ASPECTRA
conditions

holistic perspective
HOLONTRA

hol-atomistic
perspective
RELATRA

source (text) material and additional information (purpose oftranslation etc.)

concern

identification andtranslation of individual characteristics
of a text

identification andtranslation of holistic
structures in a text

identification andtranslation ofrelations in a text

series of steps

1) reading of ST andregistration of text
specific features
2) abstraction of text
specific features into
aspects3) correlation of text
specific features –aspects4) hierarchical orderof aspects and values

1) reading of text for
text coherence andholistic ideas
2) formulation ofholistic conceptual
structure as holons3) correlation of
textual occurrenceholemes4) hierarchical orderof holon

1) reading of text andreformulation ofutterances into
relations2) description of text
inherit linear
structure of relations
3) formation ofsynchron-optical
network4) hierarchical orderof relations

result5) apective matrix5) holistic structure5) relational network

Tab. 1: 3 textual perspectives & 3 translation methods2

With the help of Eco’s coffee example in Experiences in translation (2001: 18) the three text
perspectives shall be demonstrated. It shall be premised that coffee is a highly cultural
specific product and therefore needs to be rendered accordingly within the different locales.
Eco approaches the question as follows:“Consider these two sentences, one from an Italian novel, the other from an American
one: ‘Ordinai un caffé, lo buttai giù in un secondo ed uscii dal bar’ (literally, ‘I ordered acoffee, swilled it down in a second and went out of the bar’); and ‘He spent half an hourwith the cup in his hands, sipping his coffee and thinking of Mary’”.

Eco argues that culture cannot be translated because“The first sentence can only refer to an Italian coffee and to an Italian bar, since an
American coffee cannot be swallowed in a second both because of its quantity and of its
temperature. The second sentence cannot refer to an Italian subject (…) because it
presupposes a large cup containing what seems like gallons of coffee” (Eco 2001: 18).

Applying the three text perspectives, the given example can be translated3:(1) from the holistic dimension, i.e. the implied cultural knowledge dimension of how coffee
is consumed in different settings and societies reflecting cultural values (the holistic
perspective looks at holistic ‘Gestalt’ phenomena, implied background knowledge,
cultural attitudes and values in a text),
2
3

cf Gerzymisch-Arbogast & Mudersbach 1998
cf Geryzmisch-Arbogast 2007a© Copyright 2007 by MuTra

MuTra 2007 – LSP Translation Scenarios: Conference Proceedings
Sandra Nauert(2) from a componential perspective: we can look at coffee in its substance, as instant coffee
and/or espresso (the atomistic perspective views only individual components of a text put
together to form the structure of a text),(3) from a pattern perspective we can look at the collocation of ‘coffee’, i.e. ‘swilled it down’versus ‘sipping his coffee and thinking of Mary, which would tell us whether to render‘instant’ or ‘espresso’ (the hol-atomistic perspective mediates between the atomistic andholistic perspectives).
This holistic perspective is implied, but is interrelated with the other perspectives. The
translation therefore, could possibly reflect only one or all three perspectives depending on
which perspective is chosen for the individual translator within the framework of a set
translation purpose.

Fig. 5: international Nescafé homepage (www.nescafe.com)

5 Application: Example of Nescafé
The application of the three text perspectives shall be shown with the example of the Nescafé
website, part of the Trademark of Société des Produits Nestlé S.A.

5.1 Holistic perspective
The red color chosen for presenting the Nescafé website constitutes one holistic dimension. It
can be assumed that this correlates with the coffee’s function of being stimulating4. This holds
true for the international dot com website (www.nescafe.com, Fig. 5) as well as for many
local websites, i.e. in Western countries as USA, Italy, Germany, France and Switzerland, butalso countries like China, Ecuador and Chile.
The holistic dimension of the choice of color in relation to the product Nescafé (red =stimulating) varies on some local websites because of the different functions that coffee
fulfills in different cultures. It is interesting to notice that the Bulgarian website (Fig. 6) isdesigned in brown instead of red, which might be explained by its communist historicalbackground. Quite different from all the other websites results that of the United Kingdom

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MuTra 2007 – LSP Translation Scenarios: Conference Proceedings
Sandra Nauert(Fig. 7). The color red remains as a frame, but the core of the website is designed withrelaxing pastel colors, conveying a dream world of coffee. It may be assumed that coffee has
a different function in the UK.
The choice of color in order to attribute the function of stimulation to the productconstitutes the holistic perspective, since it looks at holistic ‘Gestalt’ phenomena, implying
background knowledge and cultural attitudes in a text. In fact, in Bulgaria the red color will
not be rendered, but substituted by the color brown. This lies in the fact that color evokes
different connotations in different cultures. In the case of the Bulgarian website, the holistic
view of color has two dimensions: firstly, interpreting red as stimulation, and secondly, red

Fig. 6: Bulgarian Nescafé homepage(www.nescafe.bg)

Fig. 7: Nescafé website for United Kingdom(www.nescafe.co.uk/HelpMeUnwind)evoking the connotation of communism. These considerations on a holistic level are vital
when translating a website and will effect on other levels of the website.

5.2 Atomistic perspective
The effects of the holistic choice of color on an atomistic level can be shown by the choice of
expression on a word level. In tune with the red design of the Swiss Nescafé website, evoking
stimulation, appears the choice of words and expressions to advertise the product. One of theslogans on the homepage is “1 kräftiges Aroma – 1 lebhaftes Gespräch” (“strong flavor –lively talk”) (Fig. 8). Another example appears under the menu item “Produkte” (“Products”):“1 morgendlicher Kick – 1 hellwacher Tag” (“morning kick – dynamic day”) (Fig. 9). These
expressions reflect the idea of stimulation. The atomistic examples are circled inorange/yellow.
In contrast to the Swiss website stands that of the United Kingdom with its pastel color
design. According to the idea of coffee helping to relax and dream expressed by the choice ofcolor, appears the choice of word expressions. Within the menu item “Help me unwind”,
which talks for itself already, we find expressions like “calm” and “release” (Fig. 7).
Not only text, but also the choice of images is affected by the holistic choice of color. In
tune with the idea of stimulation (red color), the Swiss website shows an image of a young
and dynamic woman, doing exercise (Fig. 9). In contrast to that again stands the UK website,which shows a flower garden which invites to relax, thus reflecting the function of the choiceof pastel colors (relax, dream) (Fig. 7). The different choice of color (brown = the color ofcoffee beans and of the beverage itself) implies different choices on the overall design, thus
on the images: on most web pages, we find coffee cups or coffee beans (Fig. 6).

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Fig. 8: Swiss Nescafé homepage (www.nescafe.ch)Fig. 9: Swiss Nescafé website(www.nescafe.ch/de/produkte/redcup/red-cup)

5.3 Hol-atomistic perspective
The hol-atomistic perspective mediates between the holistic and the atomistic perspectives
and is therefore affected as well. The choices on a holistic as well as on an atomistic level are
obviously reflected on the menu bar, which is a hol-atomistic level since it gives us thepattern of the information. Comparing the menu bar of the dot com website (Fig. 5) and thatof the United Kingdom (Fig. 7), great differences can be noticed: the menu bar of the United
Kingdom reflects the holistic idea of coffee being a product helping to relax and dream on the
one hand, and on the other hand it reflects word choices from the atomistic perspective: “Helpme unwind”, “Sounds relaxing”, “Let me dream” are menu items in tune with the atomisticand holistic dimension. The examples are evidenced with green circles in the respective
figures.

6 Concluding Remarks
The integration of localization into the complex of translation allows for the application oftranslation theories and methodologies to localization and thus for developing a step-by-stepprocedure to localize websites. It has been shown that different text perspectives help toaddress the problems of translation systematically, since they are all interrelated. The added
value for the localization of websites with these three perspectives is that a systematic ordermight be set up in which these website dimensions can be analyzed and translated. Premising
the central significance of the cultural component when translating a website, the aim is todevelop a holon (holistic cultural system in this case) for each culture. With the help of thesecultural systems, translational problems on the hol-atomistic and atomistic level may besolved as well, since they are all interdependent.

7 References
De Bortoli, Marco & Minazzi, Fabio (2007): ‘Localization of rich-media interactive ads’.
Proceedings of the Marie Curie Euroconferences MuTra ’Audiovisual Translation
Scenarios’ – Copenhagen 1-5 May 2006.
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MuTra 2007 – LSP Translation Scenarios: Conference Proceedings
Sandra Nauert

Eco, Umberto (1999/2001): Experiences in Translation. Translated by Alastair McEwen.
Toronto – Buffolo – London: University of Toronto Press.
Esselink, Bert (2000): A Practical Guide to Localization. Amsterdam: John Benjamins.
Gerzymisch-Arbogast, Heidrun/Mudersbach, Klaus (1998): Methoden des wissenschaftlichenÜbersetzens. Tübingen: Francke. UTB
Geryzmisch-Arbogast, Heidrun (2007a): “Text Perspectives and Translation”. In Research
Issues in TS. European Society for Translation Studies (EST). Online (16 August2007): http://www.est-translationstudies.org
Gerzymisch-Arbogast, Heidrun (2007b): ‘Introducing Multidimensional Translation’.
Proceedings of the Marie Curie Euroconferences MuTra ’Challenges ofMultidimensional Translation’ – Saarbrücken 2-6 May 2005.
Lyons, John (1977): Semantics I. Cambridge: Cambridge University Press.
Nauert, Sandra (2004): Lokalisierung von Websites als Prozess. Im Fokus: Alfa Romeo.
University of Heidelberg: Published Master Thesis.
Pym, Anthony (2004): The Moving Text. Localization, translation, and distribution.
Amsterdam – Philadelphia: Benjamins.
Sandrini, Peter (forthcoming): “Localization”. In: Gerzymisch-Arbogast et al. (eds.): Key
Issues in LSP Translation. Amsterdam - Philadelphia: John Benjamins.
Schubert, Klaus (2003): ‘Jigsaw Translation’. In Gerzymisch-Arbogast, Heidrun et al. (eds):
Textologie und Translation. Jahrbuch Übersetzen und Dolmetschen, Bd. 4/II. Tübingen:
Narr.
Somers, Harold (ed.) (2003). Computers and Translation: A Translator's guide. Amsterdam Philadelphia: John Benjamins.
Yunker, John (2002): Beyond Borders. Web Globalization Strategies. Indiananpolis: New
Riders Publishing.
Internet sources
Website of Trademark of Société des Produits Nestlé S.A. Online (16 August 2007):
http://www.nescafe.com/home.htm
Website of Swarovski Crystal Online AG. Online (16 August 2007):
http://www.swarovski.com/index/© Copyright 2007 by MuTra