L’articolo di Matt Hauser non è recentissimo ma il tema mi pare ancora quanto mai attuale, soprattutto leggendo certi comunicati stampa o certe brochure di prodotto…Riporto alcuni passi:
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1. Translation – This applies to fairly literal, “word for word.” This is often out of necessity. If you want to make sure that a person in Japan understands how to use a product (such as a medical device), it is important that the source and target-language text match up precisely. 
2. Localization – This is a more involved process whereby the target-language content is adapted to more effectively convey a similar meaning or connotation in the target culture. Idiomatic expressions, puns and marketing material generally fall into this category, but localization can apply to any type of content based on what your business objectives are. The key point here is that your target-language version will often not be a literal translation. As an example, if you want to convey the phrase “Like father, like son” in Chinese, it would read as something like “Tigers do not breed dogs.” Although this doesn’t match up with the source content, it has the same connotation in the target culture. (…)
P.S. anche quella nell’immagine è una “translation”