Considering four key aspects of beauty and fashion translation
The translation industry has become really vast, huge, and multifaceted. Every business industry and niche needs translation to bridge the language gap and tap foreign industries. It is helping people to understand things and aspects across different cultures. It acts as a bridge to connect two different worlds in terms of languages, cultures, and traditions. The cosmetics and beauty industry is the same and has been going through the same requirements to expand its operations. The beauty and skincare products are more prone to get distributed to the other countries. Companies have their customers in different regions. Also, there are different beauty standards for different regions and the businesses have to consider that aspect while working on their products that they make as per the requirements of the potential clients.
Beauty standards and perceptions vary in different countries. People have their set norms and criteria that define their standards and understanding of being beautiful. Beauty translation services are hence imperative for businesses to seek in order to prepare and develop a product that resonates with the beauty needs of their target audiences. Translation, though is greatly beneficial for every business and industry. It can introduce new nuances and mixed dialects which often reshape the understanding of beauty. Many times, a pattern set for the epitome of beauty in one region might not be received well by the people in other regions. Asian countries have been obsessed with a fair complexion, long height, big eyes, and whatnot. However, people are becoming aware and have been accepting the real standards set for beauty other than these typical norms.
Therefore, the businesses as well as the translation agencies must conduct thorough research on the beauty standards that are common in their target region to avoid offence and controversies.
Here are a few important factors that companies should take into account before conducting fashion translation services.
Word choice
The selection of words is crucial while offering your services for beauty translation. You are not supposed to judge any complexion, cast, creed, or physical appearance. Different languages come up with different words and concepts to describe the beauty, its standards, and criteria. This can lead to diverse end results and often cause misinterpretations too. You need to be sure that you understand your target audiences and the factors that people believe make them beautiful.
For instance, in Japan, they use the term ‘wabi-sabi’ which talks about taking great pride in imperfect beauty and asymmetry. They find great wisdom in natural beauty and simplicity and also often refer to beauty as flawed beauty. This word and concept of beauty might not get along well with beauty standards in other regions. Hence, it is imperative to alter and tweak the content for translation and products accordingly while working on beauty, cosmetics, or professional fashion translation services.
Figurative language
There are many countries and languages where there is a practice of using figurative language to describe beauty. There are metaphors and similes that they use to sum up the beauty of a person, male or female. It is important to consider this factor in beauty translation to avoid rifts. As important metaphors used in one country can lose their impact in other regions or can have negative connotations for literal translation. Consider translating a poem that has a beautiful stanza appreciating a woman’s beauty and comparing her eyes to stars in one language into a language where they do not welcome stars and have a bad significance or symbolize misfortune.
Cultural implications of beauty
The cultural references to beauty are quite common and perceived well. They have associated beauty with cultural symbols and stories. Many regions consider behavioral habits, bravery, and honesty as beauty too. There are many countries where they refer to their males as lion, or tiger to express their quality of being a warrior and these words already set a pattern of beauty. Likewise, the fashion statement is different for men in some regions, and many others don’t consider males a good role model to adapt fashion and associate this with females only. Whereas, in the glamorous world they have particularly objectified women due to obvious reasons. Moreover, imagine a depiction of a woman as beautiful as a phoenix and how this can lose the impact and potency for a reader who doesn’t interpret the mythological significance of the phoenix.
Though, a Phoenix can refer to not only beauty, but a woman’s resilience and mysticity too.
Considering creative reinterpretations
It is quite clear and obvious now how often beauty and professional fashion translation services can get complicated and complex. Where one popular fashion in Western countries can be a big offense in some Asian countries. Therefore, businesses as well as translation agencies need to consider these factors and only allocate skilled translators. The translators who understand both languages as well as the cultures they are translating to and from can be ideal choices for this task. They can creatively play with the words. They manage to creatively reinterpret the descriptions of beauty and can put it in a nicer way. Even if there is no literal translation of the terms, metaphors, or similes exist. This can also make them contribute to reshaping new and engaging ways to appreciate beauty. This can also lead to setting new standards of beauty that go beyond cultural boundaries.
Conclusion
Beauty and cosmetics translation is a challenging and complex job. It asks for creative translators to deal with certain phrases, metaphors, and comparisons without sparking controversies. The translators should understand the responsibility that beauty and fashion translation comes with and translate content considering the word choice, its figurative language, and cultural references.
