add article about language formality (#502)

Author: marketachalupnikova

blog/2023-11-23-language-formality.md

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+---
+slug: language-formality
+
+title: 'Crafting User-Friendly Software: The Power of Language Formality'
+
+authors: [mchalupnikova]
+
+image: '/img/blog/language-formality/machine-translation.webp'
+
+description: 'Discover the impact of language formality in software translation. Learn the importance of formality and craft user-friendly experience for global success.'
+
+tags: [localization, i18n, machine translation]
+---
+
+You have probably noticed how we talk differently with friends than with bosses. That's language formality – a powerful aid in
+how we express ourselves. This article is your guide to understanding why it matters in software translation. Throughout this
+article, we'll dive into the role of language formality, particularly in software localization using machine translation,
+shedding light on how to work with formality levels in Tolgee.
+
+![machine translation](/img/blog/language-formality/machine-translation.webp)
+
+<!--truncate-->
+
+## What is Language Formality?
+
+Language formality refers to the **level of politeness and social appropriateness in communication**. It involves choosing
+language and expressions that align with the social context or relationship between speakers. **Formal language** tends to adhere
+to established conventions and is often used in professional or official settings, while **informal language** is more relaxed
+and suited for casual conversations.
+
+In a nutshell, language formality is like a tool that helps us communicate in different ways for different situations. It's
+the subtle art of choosing how we speak or write, depending on who we're talking to. It's the difference between chatting
+with a buddy and having a serious conversation with your boss.
+
+When adapting software for different audiences, the **level of formality matters**. A casual tone may work well for user-friendly
+interfaces, but a more formal approach is often preferred for technical documentation or professional settings.
+
+## Why is Formality in Software Translation important?
+
+Why bother with formality in software translation? Well, it turns out it's not just about words; it's about building connections
+and making sure your software **speaks the language of your users**.
+
+Consider this: a gaming app might use informal language to connect with users, while enterprise software demands a formal touch
+in its translations. The right **level of formality enhances user experience** and maintains consistency in the software's communication.
+
+## Build a Consistent Brand Image
+
+Formality in translation is like the clothing your software wears. It **sets the tone for how your brand is perceived**. Consistency
+in language across your software helps in crafting a coherent brand image – whether you're a playful app or a serious business tool:
+
+:::tipExample
+
+🎮 Yo! Awesome news! We've got some epic updates rolling out. Dive in and tell us what you think. We live for your thoughts!
+
+**versus**
+
+🏢 Greetings! We are pleased to inform you about forthcoming updates. Please review and share your valuable feedback. Your insights
+are highly appreciated.
+
+:::
+
+## Machine Translation Formality in Tolgee Localization Platform
+
+In Tolgee, you can tailor your machine translations to your exact needs. Choose between formal, informal, or default style to perfectly
+match your content's tone.
+
+The [machine translation](/blog/machine-translation-in-tolgee) (MT) formality feature is **natively supported by Amazon Translate and DeepL**,
+which are integrated into the Tolgee platform. For certain languages, you can adjust the formality and select whether the translated
+text should lean towards formal or informal language.
+
+For **DeepL**, the formality feature allows you to choose between formal and informal tone of voice for your translation. In particular,
+the feature determines the pronouns and related words used in your translation. As DeepL is focusing on **European languages**, this
+feature currently only works for target languages DE (German), FR (French), IT (Italian), ES (Spanish), NL (Dutch), PL (Polish),
+PT-BR and PT-PT (Portuguese), JA (Japanese), and RU (Russian). Check [DeepL's documentation](https://www.deepl.com/docs-api/translate-text/request)
+for more details.
+
+**Amazon Translate** currently supports 11 languages. Compared to DeepL, you can also find some **Asian languages** here, such as Hindi, Korean,
+or Japanese. Formality in Amazon translate supports the following values:
+
+- **Informal** – All sentences in the translated text use language constructs associated with informal communication. For example, the translated
+  text uses the familiar form of second-person pronouns and their verb agreement (or Kudaketa form for Japanese).
+- **Formal** – All sentences in the translated text use language constructs associated with formal, polite communication. For example, the
+  translated text uses the formal form of second-person pronouns and their verb agreement (or Teineigo form for Japanese).
+
+You can learn more in Amazon Translate [documentation](https://docs.aws.amazon.com/translate/latest/dg/customizing-translations-formality.html#customizing-translations-formality-languages).
+
+## Formality in Tolgee Translator
+
+[Tolgee Translator](/blog/tolgee-ai-translator) is our own machine translation engine. Its main benefit is that **it doesn’t ignore
+[context](/blog/context-gamechanger-localization)** like other traditional machine translators. Tolgee Translator understands the context
+of the strings used in your app: that’s why it can provide the best results. And one of its ingredients is also the **formality feature**. 
+As it is based on ChatGPT, it supports all the languages.
+
+**Let’s have a look at some examples:**
+
+Consider the sentence 'Are you sure?' It can be accurately translated into German as 'Sind **Sie** sicher?' for formal contexts and 'Bist 
+**du** sicher?' for informal situations. The formality depends on the situation and social relationship between the speaker and the target
+audience. Similarly, in French, 'Es-**tu** sûr?' is informal, while 'Êtes-**vous** sûr?' is formal.
+
+In the following example, Tolgee Translator and Amazon Translate are set up for formal language:
+
+![tolgee AI translator](/img/blog/language-formality/tolgee-translator.webp)
+
+## How to Set up MT Formality in Your Project?
+
+You can quickly adjust the tone of your translation by choosing one of the options in the drop-down menu: **formal tone, informal tone,
+or default** (neutral) tone. In the left menu, click the Languages (🌐 icon), and in the Machine translation section, select your preferred
+machine translation provider and level of formality in the settings for each language.
+
+![machine translation settings](/img/blog/language-formality/machine-translation-settings.webp)
+
+## Support Tolgee, the Open-Source Developer-Friendly Localization Tool
+
+Tolgee offers the ultimate solution for software localization. We help companies expand globally and enable users to use software in
+their native language. You can **self-host Tolgee on your machine for free.**
+
+:::tipHow to sponsor Tolgee?
+
+If you want to support further development of Tolgee, you can do so via [Github sponsor page](https://github.com/sponsors/tolgee).
+Overall, your sponsorship helps us build a better and more accessible open-source localization platform, one that's dedicated to bringing
+the world closer together by eliminating language barriers. As a reward for your sponsorship, **we offer different prizes**, from a shoutout
+on Tolgee Twitter to prioritized support on the Slack channel or localization workshop. Spoiler alert: Tolgee swag is on the way!
+
+:::
+
+Development and integration of the MT formality feature into the Tolgee platform **was sponsored by a generous donation of
+[KRUU](https://kruu.com/us/photo-booth-rental/)**. KRUU was originally started in Germany and named as a phonetic translation of the English
+word 'crew.' They rent great photo booths for events and weddings all around Europe and in the US. Thank you again for your support, KRUU! 🙏
+
+[![your app multilingual](/img/blog/whatspot-casestudy/banner-multilingual.png)](https://app.tolgee.io/sign_up)