LANGUAGE LOCALIZATION AS AN INNOVATIVE TYPE OF TRANSLATION ACTIVITY

Abstract

This article analyzes language localization as a key translation activity in the modern, globalized world. It argues that localization is essential for companies to reach multilingual audiences, enhance their competitiveness, and build customer loyalty by considering the cultural, social, and religious aspects of the target market. While most studies focus on English/Ukrainian, this research uniquely examines the less-explored Polish/Ukrainian language pair.

The paper defines localization as a multifaceted process that goes beyond simple translation. It integrates linguistic, cultural, and technical adaptation to make content feel as if it were originally created for the target locale. The author supports the view that translation is just one component of the broader localization process, as defined by the Globalization and Localization Association (GALA).

The research provides practical case studies from marketing, media, and legal fields to illustrate the importance of cultural and legal adaptation. For example, the Polish dairy brand «Zagroda» required a complete name change for the Ukrainian market due to its phonetic similarity to the Ukrainian word for «threat» (zahroza). Similarly, adapting a Polish joke required replacing cultural references with ones familiar to Ukrainians, such as New Year's traditions.

The article also emphasizes the critical role of legal adaptation. A case study of the Polish legal term «z należytą starannością» demonstrates that a literal translation into Ukrainian is incorrect. The proper localization requires using an established Ukrainian legal term, «з належною обачністю,» to maintain the intended legal standard. The research concludes that successful localization is a complex, culturally sensitive process that is indispensable for effective intercultural communication.