You can see that cultural adaptation is critical when expanding your company internationally or even targeting audiences from a different culture within your country. Don’t limit your reach by limiting yourself to a strict, word-for-word, translation. Hire a professional translator to help.
Translation is a minefield at the best of times but whereas telling your Spanish penpal you enjoy ‘long walks along the massacre’ can be a tad embarassing, it is nothing compared to the lasting damage to finances and reputation that a business mistranslation can incur. From awkward social faux-pas to accidentally sinking huge deals, even the smallest translation errors have cost businesses money, clients and respect on a massive scale. Below are some of the biggest and most common ‘oopsies’ in the translation industry:
Cultural views are key. In many languages, even something as basic as sentence structure and types of words changes depending on who you’re talking to. This isn’t just politeness – it’s almost a whole new language.
This has caused havoc with many novice Japanese speakers who, upon hearing many names ending in ‘-san’, then add it to their own name – which is very taboo in Japanese culture. Referring to yourself as ‘Mike-san’ or ‘Lucy-san’ is effectively saying ‘I am incredibly important’ and we all know what we think of THAT guy in the office.
There are also literally dozens of honourifics other than -san which convey varying levels of respect. Even not using one is a bold statement, essentially saying that you and your conversational partner are such close friends that you’re beyond that. Within business, it is not uncommon for each individual level of management to have its own honorific (such as ‘bucho’, meaning ‘boss/head of a section’ ).
Using the wrong one is a very embarrassing and insulting mistake.
Understanding politeness and cultural norms is important with any culture, but especially so in East Asia. Always make sure your translator understands the people behind the language or you’ll end up looking like the ‘bucho’ of all idiots.
Asking questions in a foreign language is always a tricky business, especially in advertising. The California Milk Processor Board should have had this in mind when they launched their ‘Got Milk?’ campaign in Spanish towards the Hispanic market – instead of asking them if they ‘Got Milk?’ it instead accused them of lactating, effectively alienating a $1.3 trillion market.
Let’s see them milk some profits out of that one.
Homophones and HomographsSometimes a single letter can make all the difference. Imagine the horror of discovering your hot date with Briar turned out to be a hot date with Brian. Likewise, there is a world of difference between ‘braking the car’ and ‘breaking the car’.
This was a tough lesson for Schwepps when they attempted a marketing campaign in Italy, with a mistranslation of ‘Schwepps Tonic Water’ appearing as ‘Schwepps Toilet Water’ on advertisements.
Delicious!
This is pretty much the single biggest culprit for translation errors of all sizes. It is the number one golden rule for translators across the globe and the one most amateurs fall prey to – do not translate literally.
Imagine this – you’re about to go on stage for the performance of your life. Your father is with you backstage and he grabs you by the shoulder, leans in and says ‘Break a leg, kid!’. In English it’s an (admittedly odd) positive saying of support. Now, imagine you translated this literally into another language. Instead, your father leans in close and says ‘I hope you get injured, you tiny child!’.
Most commonly, these translation errors occur in direct translation for signage. It is not uncommon to see the sign ‘Do not touch yourself’ in small stores and stalls across China. This is not due to a sharp rise in perverts but is, in fact, a direct translation from the Chinese meaning ‘Please do not touch the items yourself’.
Online automatic translators are the single biggest culprits of this. Avoid at all costs! Pepsi famously learned this the hard way when they launched a massive ad campaign in China, with their literally translated tagline ‘Come alive with Pepsi’ coming out the other side as ‘Pepsi will bring your ancestors back to life’.
All of these translation errors are easy to make, but difficult to fix. The most important thing you can do is leave it to the professionals. As HSBC will tell you of their $10 million fix-up of a botched translation in an ad campaign – cheap translators are very, very expensive. Translate in haste, repent in leisure.
Get yourself a real translation agency. It’ll save you selling toilet water and hurling lactation-related accusations at your customer base. In the world of translation – quality is key.
Author Bio
Mike Parsons enjoys travelling and working with many different cultures. He currently works for Kwintessential.co.uk, a company that cover a wide range of translation services in the UK.
This is a guest post by Alexander Zeller
Online translation tools commenced with the easily accessible Google Translate, which has now been out on the internet for 10 years, but it seems it hasn’t had that much of an impact on the demand for human translators. Most people believed that once translation tools were developed that would be an end to human translators. This doesn’t mean that machine translation is losing its momentum; it’s more the case that the two methods of translating now co-exist together.
However, the general trend in global business is for more and more businesses opening up their products to many more countries. Experience has indicated that it is of little use marketing a product to, for example, the Russian market unless at least some of the product information is written in Russian.
Some of the translation tools which are computer based help translators complete their translation tasks. A few of these are what are called ‘terminology management systems’ where useful terms are stored online in multiple languages so that the translator is only a click away when searching for the desired list of terms. These terminology banks allow translation divisions of an international organisation when allocating translation jobs to human translators that they can be assured that there is a standardisation of terms being used by a group of translators.
It is expected that throughout this year more apps will be released which will aid faster translations. There is a device that is currently being trialled and that is a translating earpiece. It allows people who don’t speak the same language to understand one another. This could theoretical reduce language barriers considerably.
A device developed and marketed by New York City company Waverly Labs is called ‘Pilot’ and is fitted into the ear. It has an in-built AP which is able to switch between languages. This language translation product is going to be introduced first of all in the main European languages: French, English, Spanish and Italian. The idea later is to load the device with other languages that are widespread, such as Arabic, Hindi, Slavic, Semitic and many African languages.
Apple fans love iPhone accessories so the Pilot is expected to be a winner as it has many smart language features. It works by using speech recognition so the person using one can hear and understand what another person is saying because the conversation gets translated into the user’s native language. Being what is called a wearable device it brings together this much loved feature with machine translation. It is quite possible that Apple fans will soon be deleting their Google Translate apps in favour of the Pilot iPhone app instead.
Apple is promoting the Pilot app well before the launch by giving away a free app every week. The actual launch date has yet to be decided. So far there has been unprecedented support for the product and crowd-funding is being sought to help in producing it and releasing it out on to the market.
Author Bio:
Alexander Zeller is a project manager and translator working with The Migration Translators in Australia, providing legal, medical, business, marketing, technical and website translation services in over 130 Languages.
This is a guest post by Albert Brown
In general perception, global economy doesn’t come to our mind when we consider interpretation services. We normally think of it as somebody having a thorough knowledge of the root and destination languages, who helps others to understand some different languages and let the communication process flow between two or more people. Translation service has a huge contribution in helping people to overcome the language barrier. But did you know it also plays a significant part in boosting the global economy?
For a company preparing to step into the global market, translation service is a must to function properly. Companies may be doing business on a giant scale in and around their local area but when they want to expand out, they’re almost unknown in their target market and require a lot of hard work to get themselves introduced. Interpretation services bridge the gap between these companies and locals of the target country.
Without language services, it is impossible for a company to improve its own financial standing as well as contribute towards the global economy. To make a footprint in the global market, it is the first and foremost criteria for a company to join hands with a good translation service provider. It greatly enhances the client relationship along with helping it strengthen its position in the global marketplace.
In today’s world of information society and globalization, when global economy mainly depends on the distribution and production process along with communication and information, language services play a key role. Banks and other financial institutions operate in various languages to increase their customer base. Multinational companies release documents in various languages for the sake of service expansion and to reach every corner of the global market.
With the increasing growth of “LCCS” or “low-cost country sourcing” where a company imports materials from the countries with lower production and labor costs like Brazil, China, India and Eastern Europe to decrease operational costs, the need of translating franchise agreements, contracts, financial documents, company documents and associated documentations is growing rapidly. Interpretation services occupy a centralized position in the prospective cross-border “M&A” (mergers and acquisitions) which mainly depends on effective and efficient exchange of information between all the involved parties responsible for the transaction.
For addressing this, many research avenues are created that are connected to economic and technical translation services and the challenges related to it. Unlike other subject-related translations like technical translation and legal translation, economic translation has become an uncommon topic of special issues of TS (Translation Studies) journals. As an outcome, economic translation research is spread over various publications and aims at some chosen isolated issues. Such language services mostly focus on the economic terminologies.
Translation applications act like important resources for both the translators and normal people and the sale and design of these apps and various web-paced platforms are a flourishing segment in the language industry. A translation project creates numerous job openings distributed among various platforms.
Many language services companies that manage high volume translation projects employ not only translators but graphic/formatting artists, proofreaders, project managers and administrative staff who look after the project requirements. Hiring of such professionals is done by scouting for talent across the globe. All of this jointly contributes to a flourishing translation industry, which is forecasted to reach $37 billion by the year 2018 throughout the world.
Communication languages usually undergo a change along with a change in the global business mode. Economic development has significantly impacted the popular communication languages used for international businesses.
Accordingly, it has developed the popularity of admissions in various second language courses in universities and colleges. Though it’s difficult to talk about the exact way that would help someone learn a language as his/her second language, such learning does help to enhance the overall employability for sure. Spanish, French, Mandarin, Arabic, Chinese, American Sign Language, Russian, German and Portuguese are some of the languages worth learning.
Before going out to learn a new language, some important factors need to be taken into consideration. These include your future plans after learning the language such as availing a job in a global business, working overseas, becoming an interpreter or opting for a job in the government sector.
Economic growth of a country depends upon various factors. One of the most significant factors that contribute to the economic development is the total count of industries that manufacture quality products or provide quality services. It has been observed that a country with developed economy helps the services and industries to grow rapidly.
Thus, industrial development and economic development are dependent on each other. The translation industry, especially the business and technical translation services sectors, have developed rapidly over the last few years. This sector has excellent growth opportunity, especially in the countries where each day a new business avenue is opening up in the market and opportunities are overflowing as a result of globalization.
The local markets too are flooded with foreign products and a significant number of foreign countries are rendering their services in these local markets. It has been observed that in a developed economical condition, the cross-border exchange is not merely restricted to products and services. Rather, it extends to a significant amount of cultural exchange as well.
This exchange is directly connected to economic development. After all, more economical development means more cultural exchange. Interpretation services play a key role in bridging the gap between two cultures, thus helping in the exchange of literature, knowledge, services and products and much more.
Author Bio:
Albert Brown, passionate writer & translation consultant. He is fond of reading about different cultures & traditions being followed across the world. He loves visiting new places and learning different languages. Reading and writing about the importance of language and its variations is something that keeps him busy during free time. Guiding people about the right source is something he is known for. Find out more about Albert’s company – Translation Excellence here.
Check also:
In order to get your message across to your target audience you need to hire a professional translator. Here are the reasons why:
When you have a translation project and contact a professional translator, here are some tips to make the project run smoothly and efficiently for both of you.
This will help you receive a faster response from the translator. This includes the subject, language pair (obviously), target audience, length (words, pages etc.), deadline, if there is reference material, if a specific tool should be used, if a project database needs to be used and all information on how to use it.
The purchase order should contain a reference number, fee/price, deadline, payment terms, and contact information both for during the project, when the translator has questions, and for after the project for invoicing.
This contact should be available as much as possible during the project, and be able to find answers in a timely manner. This increases the quality of the final translation.
This includes previous translations, correspondence, glossaries, translation memories, links to websites etc. This also increases the quality of the final translation, since the translator can see what style has been used before, words that are specific for your/this company, more context etc.
This linguist can be somebody you use, or somebody that the translator works with. Either way, provide the translator with the proofread/edited document with track changes. This is a great feedback tool and learning opportunity for the translator, plus if the translator has final responsibility for the translation, he/she should be able to approve the changes.
Or for free if possible, and provide as much training and material about the tool as you can.
If you follow these guidelines you will create a fruitful relationship with your professional translator, and receive high quality translations that can increase your credibility, and boost your business. A win-win situation!
Check also:
Dear Client,
I just wanted to write you a short note to tell you that you are one of my favorite clients among Language Service Provider companies and here is why.
1. You always address me by my name when you contact me
2. You do not send mass emails and wait for the first bidder of the job
3. You understand and appreciate the quality that I can provide and are willing to pay for it.
4. You understand that to do a good job, there needs to be sufficient of time for it and do not ask for impossible deadlines.
5. You understand that I have a life outside of my translation business and that I want to spend my weekends with my family and friends.
6. You show your appreciation of my work and give me feedback and recommendations to other clients
7. You give me clear instructions and guidelines for the projects
8. You are available and make sure the end client is available for questions and clarifications
9. You do not ask for additional changes after the delivery of the project without also paying for them
10. You pay on time
In return you get a loyal translator who appreciate you and make room for your projects. I will always try to deliver the highest quality Swedish translation for you. Thank you!
One way to make the concept of quality assurance easier for linguists is to divide it up into four parts: administrative quality, linguistic quality, business quality and cultural quality.
International quality standards focus mostly on administrative quality, since it is the easiest to measure. Linguistic quality is the most important for language professionals. Business quality is defined as the relation to the customer, and cultural quality is when a translation speaks to the end customer/reader.
All four types of quality assurance are important for linguists and warrant further investigation. Here we’ll look at these four types and tips for translators to enhance quality every step of the translation process.
This entails all routines for handling translation projects, inquiry, offer, order confirmation, translation, control/check, delivery, invoicing, follow up, archiving.
This can only be achieved if you:
– Only accept projects that are within your expertise
– Have access to suitable, current reference material
– Use relevant tools that increase quality, for example translation memory and spell checking
– Proofread the end result carefully
This type can only be achieved if you:
– In advance check with the customer what they want/what is needed
– Deliver a product that fulfill the terms agreed upon
This means that you’re:
– Are thoroughly familiar with the cultural context of the source text
– Translate the text based on the cultural environment of the target language so that the text will have the same meaning
1. Only accept jobs within your area of expertise/specialization and only translate into your native language.
2. Use CAT-tools to avoid omissions and eye mistakes and to keep the formatting.
3. Never hesitate to contact your customer for clarifications.
4. Find another translator to co-operate with for second proofreading when needed.
5. Always read the clients reference material and use their glossaries
6. Know the target audience for the final product and translate for this audience.
7. Understand the objective of the translation project; is it informative text, ad copy, brand identity…?
8. Use Translation Quality Assurance software if available. These are able to decrease the number of mistakes and improve the overall quality, even if they cannot detect everything, or detect too much/the wrong things.
9. Proofread carefully.
1. Avoid rework by translating each phrase as if the translation were to be published immediately.
2. Keep a list of dangerous words that you often mistype, but that a spell checker cannot detect.
3. Run the spell and grammar checker. Before doing this though, select the entire document, set the language to your target language and make sure that the checker is fully active.
4. Learn study and comply with target-language typography and punctuation rules. I have noticed that this is one of the most common mistakes among newer translators. For example in US English you write $3,000.00, but in Swedish it is written USD 3 000,00.
5. Never use the “Replace all” command
6. Proofread by comparing with the source, but also by just reading the target text to check that it “flows”.
7. Check headers, footer, graphs and text boxes. These are easy to miss; even CAT-tools can miss them sometimes.
Last but not least, read in your target language often and take continuing education classes at conferences, universities, translation associations etc.
I found these definitions very useful. It is easier to work on quality assurance if you can break it up into these aspects and follow them. What do you think? Do you have a system for quality assurance?
Check also:
Based on the previous blog you are hopefully convinced that hiring a professional translator for a translation job is the right way to go. But how can you tell whether you have found a professional translator or not? Here are some details to pay attention to.
– Educated in both source and target languages
– Translating only into his/her native language and is proficient/bilingual in the source language
– Specialized in a few specific subject areas, that usually are closely related to the translator’s background
– Someone with several years of experience in transferring messages from one language to another, either through education and/or work experience
– A good writer
– Experienced in both cultures of the target and source languages
– Passionate about his/her profession and loves to convey the content and intent of the text as exactly as possible to the target language, with appropriate style and terminology.
– Giving attention to detail
– Courteous, reliable, respectful, honest, responsible, and competent.
Did I forget anything? Do you agree? I would love to hear what you think.
Check also:
Swedish 
English