Localization adapts content to suit local and regional norms. A product is adapted to a specific market. In business, it is crucial to understand what connotations a word may have in a certain region.

The South Korean car maker Kia presented a new model at the Geneva Motor Show in 2013. The car was named Provo, which, according to Kia, referred to the Italian word prova, test or prototype. (Provo is also the name of a city in Utah, USA.)

However, the name of the car was met with strong reactions in the UK, particularly in Northern Ireland, where the name Provo is short for the Provisional IRA, an organization that was blamed for almost 2 000 deaths during the so-called Troubles in Northern Ireland 1970–1997, a campaign of violence to gain independence from Britain. The Provos were also blamed for bombings and murders in England.

After a member of the British Parliament tabled a motion that said that the name would be offensive to many victims of the Provisionals, Kia issued a clear statement that they would not launch the model in the UK.

To succeed with localization, you must understand what connotations a word has for your target audience. I will have more examples of failed localization in my next blog post.

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ADOPT

Adopt means to take or acquire as your own. This can refer to adopting a child (which usually involves legal formalities) or adopting an animal as a pet. 

It didn’t take long before they regretted having adopted a Great Dane.

You can also adopt, for example, a certain lifestyle, a strategy or a habit.

She had adopted a vegetarian diet.

Adopt is also used to say that one language has borrowed a word from another language.

From Swedish, English has adopted the word smorgasbord, meaning a buffet of hot and cold dishes.

ADAPT

Adapt means to modify, to adjust or become adjusted to new conditions, to make something suitable for a new use.

The spare room had to be adapted into a small office.

The film was adapted from a Pulitzer-winning novel.

Our dog quickly adapted to the new environment.

The corresponding nouns are adoption and adaptation.

ADEPT

As an adjective, adept means skilled, talented, good at doing something difficult, and as a noun it refers to an expert, somebody who is skilled or talented.

To everybody’s surprise, Grandma turned out to be adept at using a computer.

We all considered him an adept at cooking.

In Swedish, adept means pupil, disciple or novice, beginner.  Thus, in spite of the word having the same Latin background as the English one, the Swedish word has the opposite meaning.

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