With the rise in ownership of computers and internet usage growing daily, the internet is fast becoming the primary port of call for information, shopping and services. In addition, those computer and internet users are increasingly from non-English speaking countries. At the end of 2002, it was estimated that 32% of internet users were non-native English speakers. This figure is constantly rising. In response, businesses have quickly become aware of the benefits of website localization.

随着计算机用户的增多，网络的不断普及，互联网已经成为获取信息、购物以及享受服务的重要窗口。此外，非英语国家网络用户增长很快， 2002年末的调查显示，32%网络用户的母语不是英语，并且这些用户正在不断增多。许多企业很快意识到网站本地化会带来利润。

Website localization is the process of modifying an existing website to make it accessible, usable and culturally suitable to a target audience. Website localization is a multi-layered process needing both programming expertise and linguistic/cultural knowledge. If either is missing, the chances are that a localization project will encounter problems.

网站本地化是一个修改现存网站的过程，目的是使网站在文化上更接近目标受众。它也是一个多层次的过程，需要具备网站设计术以及语言、文化知识。如果设计人员不具备这些技能，网站本地化必然遇到问题。

In the majority of cases it is the lack of linguistic and cultural input that lets a website localization project down. In order to give an insight into the impact culture has on website localization the following examples depict areas in which a solid understanding of the target culture is necessary.

很多情况下，缺乏语言以及文化知识导致网站本地化失败。为了说明文化对网站本地化的影响，下面介绍了解目标文化的重要性。

Language in Website Localization
网站本地化中的语言运用

Translating a website from English into another language is not as simple as it may appear. There are numerous factors that have to be taken into consideration when translating a websites' content.

把网站内容从英语翻译成其它语言，并不像看上去那么简单。翻译网站内容时需要考虑很多因素。

Do all the words, phrases, sayings and metaphors translate directly to the target language? Would it be wise to translate the phrase "everyman for himself" in text describing a company or product if this is going to be read by a highly collectivist culture? Does the content of your website use humour and if so will the target culture appreciate or even understand it? Native alternatives should always be sought and used in any website localization.

所有单词、短语、谚语以及比喻语言直接翻译成目标语言吗？在崇尚集体主义的文化中，出现“人人为自己”这样的词语是否明智呢？网站中运用幽默语言，能否被受众接受呢？网站本土化过程中，运用的语言要与当地文化相适应。

When translating into another language carefully consider the variants. If it is to be an Arabic website then is aimed at Tunisians or Iraqis, Egyptians or Yemenis? If you are targeting all Arabic speakers then ensure Modern Standard Arabic has been employed by your translator.

翻译时，仔细考虑目标受众的文化，如果是阿拉伯语网站，目标受众是哪些呢？突尼斯人，伊拉克人，埃及人还是也门人呢？如果目标受众是所有阿拉伯人，聘请的翻译者就应该掌握现代标准阿拉伯语。

One must analyse the style of the language and the target audience. If the audience is foreign business personnel, the vocabulary, grammar and punctuation must reflect this. If the audience is informal or youth orientated then a more relaxed language must used. Just as we in the UK would identify the difference between a site using ‘posh English' and ‘street English', other cultures will have the same perceptions of language. Using the wrong language for the wrong reader in your localization project will lead to a misunderstanding of the site or company.

必须分析语言类型以及目标受众。如果受众是国外企业员工，词汇、语法以及标点都应该适应他们的需要。如果是非正式受众，或仅仅是年轻人，就要利用更加轻松的语言，就像我们在英国，还要区分“绅士英语”与“街头英语”，在其它文化背景下，也存在这样的情况。如果使用不恰当的语言，浏览者就会对网站或公司产生曲解。

It is essential to assess what information is necessary to carry over into the new site. Do not assume that all information on the English site is automatically transferred over. One must evaluate the target culture and society. Is it a culture that relies on information rich writing to fully understand a concept or product or is a culture that relies more on images or one that needs little text to grasp ideas and concepts? If your English site employs a lot of technical language then consider how best to transfer these concepts without the use of language.

本地化过程中，考虑新网站中的必需信息很重要。不要把英语网站中的所有内容都搬过去，必须考虑目标文化以及目标群体。目标用户需要阅读大量信息来认识产品呢，还是依靠图片了解产品呢，或者仅仅依靠阅读简短文字来理解呢？如果网站中出现大量技术语言，可以考虑使用其它方法描述这些内容，不用使用专业术语。

Pictures in Website Localization
网站本地化中的图片运用

Images carry many subtle cultural messages within them. These can speak volumes about your company or product. Pictures or images may have certain negative connotations that may repel viewers. This is now an area that thankfully is receiving attention in website localization.

图片中包含很多细节信息，可以形象地宣传公司或者产品。但是图片中也可能包含用户不喜欢的消极信息，值得高兴的是，在网站本土化过程中，这个问题受到关注。

For example, if a travel site in a Muslim populated country used pictures of scantily clad women in bikinis, disco dancing and beer drinking, the chances are that they would not be very successful.

比如说，如果目标受众是穆斯林群体，网站上出现身穿泳衣的女士，蹦迪，喝啤酒，那么这就是个失败的网站。

When including pictures of personnel it is wise to tailor these to what the target audience will look positively upon. A picture of the Director behind a desk in an office will be fine for a seniority respecting society, but for an egalitarian society it is better to show the Director mixing with staff.

网站出现员工照片时，要根据目标文化细心挑选。讲究地位的受众，会喜欢领导坐在桌子后的照片；而讲究平等主义的受众，会喜欢领导与员工在一起的照片。

It is through pictures that websites can either relate to an audience or repel them.

图片既能吸引受众，也能排斥受众。

Symbols in Website Localization
网站本地化中的符号运用

As with pictures, symbols can cause problems in localization. Icons using fingers such as an OK sign or V-sign may mean different things to different cultures. Our Western symbols do not always mean the same abroad. An oft cited example is the representation of the house referring to a home page, or a letterbox to mail. The use of animals in logos can cause embarrassment and further problems. For example, pigs are considered unclean in the Middle East and cows as holy in India.

与图片一样，本土化过程中，符号运用不恰当也能引起一些问题。比如说，用大拇指做出胜利或者OK的标志，不同的文化对其有不同的理解。西方人对标志的理解与其它地区的人不同，我们经常提到的一个例子就是网页或邮筒的外观。logo中运用的动物标志如果不恰当，会引发一些问题，比如说，中东国家认为猪是不干净的动物；印度人认为牛是神圣的动物。

Colours in Website Localization
网站本地化中的颜色运用

Colours are also loaded with cultural meanings that need to be analysed in website localization. Choosing the wrong colour for your logo or background will not always have disastrous consequences, but avoiding them is always advisable.

颜色在不同的文化中，代表的意义也就不同，所以网站本地化过程中需要仔细分析颜色问题。Logo或背景中颜色选择不恰当，会引起毁灭性后果；但如果不运用颜色也是不明智的。

For example, in Japan white is commonly associated with mourning. In China red is auspicious. In Africa certain colours represent different tribes.

比如：白色在日本是悼念的颜色；红色在中国是喜庆、吉祥的颜色。在非洲，不同的颜色代表不同的部落。

Navigation in Website Localization
本地化网站的导航系统

It is even the most taken for granted aspects of website layout that must be analysed properly for a successful localization project. In the West we assume that how we present websites is how it naturally should be done. This is far from the truth.

网站本地化过程中，尤其要注意网站的布局。合理分析网站布局，是构建成功网站的重要一环。在西方，我们认为布局只要自然就可以了，但事实远不是这样。

A common problem experienced in localization is the effect on layout through translation. Foreign scripts can make your pages need more room or less room depending on the target language in the localization. Not all languages read from left to right. Arabic is from right to left and both Japanese and Chinese are from top to bottom.

网站本地化过程中，经常遇到的一个问题就是外观设计的翻译。国外网站要根据目标用户的习惯设计，并不是所有语言都是从左向右阅读的：阿拉伯人从右往左阅读；中国人及人本人从上往下阅读。

Access to certain pages is also a factor that can be considered as relevant. Highly hierarchical cultures may view a site positively if it is ‘member only' access, whereas an egalitarian culture may find it disagreeable.

网站的入口也是我们要考虑的一个相关因素，等级森严的文化中，用户可能会喜欢会员登录路径；而平等主义文化下，用户可能会讨厌这样的路径。

Content in Website Localization
本地化网站中的内容

Examining your written content in any localization process in critical to its success. This is not only important for proper transfer of aspects such as dates, currencies, and units of measurement but for the presenting the correct image.

网站本地化要成功，必须检查书写内容。不仅检查日期、货币、测量单位等转换方面的内容，还要检查图片的呈现方式等等。

For example, will the site focus on a product or a company? Both bring with them certain considerations dependent on the target culture. If a company is marketing itself in a culture that respects seniority and hierarchy, readers will want to see information on senior members. Along with their titles and rank they will also want to evaluate them through information on their professional qualifications, experience and contacts. These areas in the UK may generally be avoided as in our culture it is bordering on self-indulgence and boasting.

比如说，网站是否突出了产品或公司呢？文化不同，突出重点也就不同。如果公司目标受众处于等级森严的文化中，用户希望看到高级成员的信息，他们不仅想了解高级成员的官职和地位，还希望通过阅读这些员工职业资格、经历、社交等方面的信息，对高级成员进行评价。

Conclusion
结论

Culture affects everything we do, say, read, hear and think and even websites cannot escape the influence of culture.

文化会影响我们所做、所说、所读、所听、所想的每一件事情。网站也会受到文化的制约。

The impact of culture on website localization is huge. The above few examples are literally the tip of the iceberg. The number of variables that have to be taken into consideration requires the expertise of both a website designer along with a cross cultural communications consultant. In tandem they can identify the issues that will impact on the successful localization of a site.

文化对网站本地化的影响是巨大的。上面介绍的内容只是冰山一角，其实我们还需考虑很多问题。我们需要网站设计专家以及跨文化交流顾问的指导，只有他们共同协作才能设计出成功的本土化网站。

At a time where the internet is entering more and more houses it is crucial that companies involved in the internationalization of their business consider website localization and take care to use effective cross cultural analysis.

随着网络用户的不断增多，卷入经营国际化的公司需要考虑网站本土化，并且要进行有效的跨文化分析，这对公司来说，至关重要。

网站内容翻译 改进网站的几条建议

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