KFC put a lot of time and effort into making sure that their Chinese launch went off without a hitch. This meant spending countless hours on translation, product testing, and market research. But, all this footwork did nothing to stop them from horrifically mangling the Mandarin-version of their slogan. Instead of telling consumers that their food was “finger lickin’ good,” KFC asked them to “eat their fingers.” While this issue was quickly fixed, it left a sizeable dent in KFC’s profits. You might be wondering where they went wrong. While they researched their target market, they failed to hire the correct language service professional. What KFC really needed was a transcreator.

WHAT IS TRANSCREATION?

Transcreation is a portmanteau of ‘translation’ and ‘recreation’. To transcreate is to take a source text and recreate it so it better resonates with members of a target audience. Unlike translators, who work to preserve the wording of the original text, transcreators attempt to mimic its tonality, emotionality, and impact. This often means that transcreators make drastic changes to the original content in the process.

WHAT TYPE OF CONTENT IS TRANSCREATION WELL-SUITED FOR?

Every localization project, regardless of scope, needs a great translator. But, sometimes, like with the KFC case above, that isn’t enough. That’s doubly true when dealing with creative or persuasive content. Word-for-word translations of such pieces often go right over the heads of people in other markets. If your content contains any of the following items, it might be time to call in a transcreator:

• Idioms and puns
• Humor
• Slogans and taglines
• Country-specific phrases
• Cultural references
• Persuasion
• Emotional appeals

Put simply, transcreators are to translators what copywriters are to writers. This means that transcreators come with their own unique skills and abilities.

FOUR THINGS EVERY GREAT TRANSCREATOR NEEDS

With that new skillset comes a completely different set of requirements. While we’ve discussed the qualities of a great translator many times before, we’ve never delved into the makings of a great transcreator. I think it’s time to remedy that. Here are four things I’d require from my future transcreators:

• WRITING CHOPS:

  As they’re the language-service industry equivalent of a creative writer, good transcreators have ample experience with the written word. To verify that they write well, you should start the conversation by asking for links to a web portfolio. If you have little knowledge of the language he or she works in, you can also ask your transcreator for concrete proof of their ability.

• ADAPTABILITY:

  Some content calls for a cool, professional tone. Other pieces, such as taglines or blog posts, require a much conversational style. Your transcreator must be able to roll with these sudden changes in voice and tone. To ensure that they have this ability, ask for a variety of samples up front. I would also suggest providing a list of the content types you’ll need translated. Doing that will stop you from finding out halfway through that your transcreator isn’t comfortable with your more technical content.

• KNOWLEDGE OF THE SOURCE AND TARGET LANGUAGE:

  Don’t hire a glorified copywriter with only passing knowledge of your target language. If you make that mistake, you’re going to end up with content that’s well-written but ineffectively translated. To ensure this doesn’t happen, ask to see a resume detailing the transcreator’s experience in your target language.

• DEEP FAMILIARITY WITH THE CULTURE:

  Transcreators have to do more than know a language. They have to live and breathe it. This familiarity with a target culture can make the difference between a poorly-written, ineffective piece, and a well-written, super-effective one.

• PASSION:

  Whether it’s your company’s niche or the transcreation process, you need to hire someone who’s truly excited for the project at hand. If not, his or her boredom will shine through every line of text. When you’re looking to tug on people’s heart strings, the last thing you want to do is put them to sleep. To gauge their interest, ask the transcreator why they applied to the job in the first place. Can any applicants who give a wishy-washy, or overly-generalized, response.

Please note that the above list is in no way exhaustive. You should always trust your instincts when making hiring decisions. As transcreation can cost a pretty penny, you need to ensure that you only hire people you feel comfortable with.

CONCLUSION

Transcreation is a vital part of any localization effort. Without it, your persuasive and creative copy will lose much of its punch. But, you should never hire a transcreator without carefully vetting them. Failing to do so can leave you, and your company, in some hot water. If you’re looking to have something transcreated for the Swedish market, you can contact me at tess@swedishtranslationservices.com. Please visit swedishtranslationservices.com to learn more.

Check also:

• 4 Types of Quality Assurance for Translators
• The Role of Translators in the Software Localization Process
• How to Spot a Subpar Translator?
• The Benefits of Choosing Swedish Translation Services

Google Translate and other machine translators have made a lot of progress since the Cold War. An internet browser can do in seconds what it once took a super computer to do in hours. This inevitable progress leaves many of my fellow translators looking like Chicken Little, always one news article from the apocalypse. The newest scare comes in the form of Google’s Neural Machine Translation and its use of deep neural nets. First introduced in 2016, this update to Google Translate uses probability to increase the accuracy of its translations. Journalists in various publications, including The New York Times and The Economist, have suggested that this newly updated version of Google Translate signals the end of human translation.

I had to know if this “deep learning” version of Google Translate was as revolutionary as those journalists claimed. Would it topple the translation kings like Deep Blue toppled the chess masters? Could it spell the end of human translation altogether? With these questions in mind, I decided to go ahead and test it out. And, I don’t think the sky is falling just yet.

WHAT DEEP REALLY MEANS

Before jumping into the test, I should clarify something here. Deep is an ambiguous word with multiple definitions. These run the gambit from “very intense or extreme” to “profound or penetrating in awareness or understanding.” When people hear that Google bought a company called DeepMind that specializes in “deep neural networks” many people assume that the word “deep” means wise. But, in fact, the word “deep” is being used in a more literal sense. These networks are deeper than their predecessors because they have 12 layers instead of two or three. This does not mean, however, that deep neural networks are any more profound than their shallower counter parts.

With that cleared up, I’d like to share a few of my personal beliefs about Google Translate.

THE SKINNY ON ME AND GOOGLE TRANSLATE

If you’ve been to my blog before, you’ve probably seen a post or two lamenting the quality of Google Translate. Every translator knows that Google Translate has little use outside of making funny internet videos. But, I quickly found that belief didn’t extend to the general public. Many otherwise intelligent people are enamored with machine translation, finding it above reproach. To some degree, I understand. It’s a free tool that speaks more than 96 languages. It’s also the closest many people will ever come to being bilingual.

As a linguist and lifelong translator, however, I do not believe that machine translators are above critique. Simply put, Google Translate is a piece of software which focuses on decoding, instead of understanding, the text put into it. Therefore, the result is typically a garbled, inelegant mess. As you’ll soon see, this still holds true for its newest incarnation.

THE TEST

To test the new and “improved” Google Translate, I translated three English phrases into Swedish and then back into English. What follows is a table of my results:

While Google Translate can bulldoze its way through simple, literal sentences, it’s practically useless for more creative, culturally-oriented texts. It not only tries to tell readers that swallowing is not key to summer, but that soggy pieces of paper drudged up from your well are a fantastic way to boost your website’s reputation. Though the addition of deep-learning will likely improve the software for the general user, it’s still lightyears away from replacing human translation.

CONCLUSION

A lot of translators are terrified of deep neural networks and what they mean for their job security. After testing them out, I quickly realized that there’s nothing to be afraid of. Much like the Google Translate that came before, this “improved” version is still horrible at picking up on subtlety and nuance. It will be years, perhaps decades, before a practical alternative to human translation becomes available.

If you don’t want your Swedish content coming out like the phrases in my test, you’ll need to hire a professional translator. You can contact me directly at tess@swedishtranslationservices.com or visit swedishtranslationservices.com to learn more.

Video killed the radio star. The car spelled the end of the horse-and-buggy. A lot of translators are starting to feel less like valued-professionals and more like unwanted antiques. Many of my peers are so frightened of developments like machine translation and AI that they cannot see its benefits. But, I understand such technological progress can be a boon to our industry and—by extension—you. Join me as I explore five technology Trends impacting the translation industry.

FIVE TECHNOLOGIES CHANGING THE TRANSLATION LANDSCAPE

• Artificial Intelligence (AI):

  The big machine translators are finally starting to realize how much value lies in artificial intelligence and deep learning. By connecting CAT with high-end recognition techniques, AI allows translators and project managers to recognize usage patterns. This results in quicker, more intuitive translations. The Product Owner at memoQ, Zsolt Varga, says that, “Machines will likely play an important supporting role to increase human productivity and value.” But, he’s generally pessimistic about its long-term impact. Others believe that AI will one day bring real-time translation into our grasps. Personally, I think that’s a long way off. Either way, I do expect to see more MT companies using AI and deep learning in their software.

• Convergence:

  Clients are demanding simplicity and speed. As Lukasz Rejter of memoQ puts it: “Clients, by default, do not really care about files, formats, structures, and workflow characteristics – they only deal with these because and when they absolutely must. From their perspective they have a text, a string, a file, an application or a site that they must localize – and they expect it to happen.” Clients don’t want to see their information bounce from CMS to CAT to email. They want everything managed in one easy-to-use environment. This has led to a rise of complete package solutions. In the past year, the lines between many translation processes have begun to blur. As these systems converge, we’ll all benefit from easier access, increased speeds, and easier automation.

• Improved CAT Experience:

  The translation and localization processes of today are a world apart from what they were 20 years ago. Back then, CAT tools were simply that: tools. They were designed to fulfill a simple need. As client demands grew more complex, however, providers rushed to fill in the gaps. Buttons were added. Dashboards doubled in size. This has resulted in CAT software that’s needlessly complex and nearly impossible for inexperienced users to navigate. In the future, I suspect that many CAT providers will release updates with more minimalistic, customizable interfaces. This will make it easier for translators to get their jobs done. I have one thing to say about that: Hallelujah!

• Cloud Computing:

  Everyone has their head in the clouds these days. Or, at the very least, most companies are interested in how cloud computing can help their company. And, many translators are starting to look at how they can use it for the localization process. When asked about the likelihood of the cloud taking over in the near future, one expert hypothesized, “Although cloud technologies are getting more and more popular, and we are using many of them in our daily work, in the translation business a complete take-over by cloud and SaaS technologies is a definite no-go anytime soon.” As cloud is less secure than other options, it’s unlikely that translators will ever be use it for super-sensitive translations. I do think, however, that translators and clients alike should take a look at cloud-based options. Cloud computing’s enhanced flexibility, improved scalability, and increased centralization are worth the effort.

• Videos and Augmented Reality:

  Sandor Papp, the Event Marketing Manager at memoQ, once said, “Our bet for a 2018 trend therefore is this: the year will see a significant increase in demand for video translations and we will also see translation providers adding items to their offerings to ride this wave.” I agree with him. From augmented reality platforms, such as Walmart’s 3D shopping experience, to YouTube videos, of which 300 hours of are uploaded every minute, multimedia content is becoming increasingly popular. To remain relevant, my colleagues are going to have to become more comfortable with video editing and other multimedia tools. As a marketing specialist, I’m already ahead of the curve on this one.

CONCLUSION

As you can see, translation is a field constantly in flux. Driven by changes in client demand, many providers are moving towards simpler, faster processes. As AI and AR become commonplace, translators are going to have to adapt to a future where their value truly lies in their ability to rise above the machines. Since none of these technologies can replace real translators, however, you’re likely still in the market for a great Swedish translator.

If that’s the case, you can go ahead and contact me directly at tess@swedishtranslationservices.com or visit swedishtranslationservices.com to learn more about my services.

Introduction

There are just over 170,000 words and terminology in the English language according to the Oxford Dictionary. Some of these words are nearly identical. A single letter can change laughter to slaughter and mean to meant. There are also words that seem so similar in meaning that to include them all seems ridiculous. And, just when you think you got it all down, up pops another exception to the rules. It’s little wonder that people make mistakes.

But, as a language service professional, there’s one thing I want to clear up: translators, interpreters, and linguists aren’t the same thing. Hiring one when you need the other can really set back a project.

The Linguist: The Scientists of Language

Average Yearly Salary (US): $57,909

Number in the World (Estimated): 32,485 (2014)

A linguist is a person who studies a language, or languages, in a scientific manner. They are interested in how speech and vocabulary evolved to meet our current needs. They’re not interested in whether a word is right or wrong, merely how it came to be. While many linguists happen to be polyglots, they’re not overly interested in translating your web content. If we ever needed a professional who could decipher the underlying rules and concepts of an alien language, we’d hire a linguist. While rarely employed as interpreters or translators, these professionals are often involved in updating and developing translation management software. In doing so, they make the rest of our jobs a lot easier.

The Interpreter: The Verbal Bridge Builders

Average Yearly Salary (US): $51,260

Number In the World (Estimated): Unknown.

Interpreters are language-service professionals who provide real-time translation for people in business, medical, and legal settings. Typically called upon to bridge the gap between parties speaking two or more different languages, interpreters ease the process of communication and negotiation. Translators flourish in cases involving the written word while interpreters can be relied upon to take care of the verbal terminology. Next time you’re at a play, look around the stage. You’re likely to see a sign language interpreter hard at work. Just know they won’t be the people you hire to translate your website.

The Translator: The Alchemists of the Written Word

Average Yearly Salary (US): $51,260

Number in the World (Estimated): 640,000

Translators are people who help make your company’s written materials to speakers of other languages. These are the people you hire to help localize your website, doublecheck the language in your patents, and translate your contracts. The translation process goes well beyond the simple replacement of a word in one language into another. A translator not only needs to have a thorough understanding of the source language text and subject matter, but also the ability to convey (translate) the meaning and style. Translators must have excellent grammar and writing skills to produce translations that don’t sound like translations. As a general rule, translators translate from their working language(s) into their native language using appropriate terminology.

Conclusion

There’s so much more to language services than simple translation. In addition to the three careers highlighted above, there are also closed captioners, language learning specialists, and speech pathologists. So, next time you kickstart a language project, make sure you have the right professional on call. Otherwise, you might be left playing charades with the alien invaders.

If you’re looking to have something translated into Swedish, you can contact Tess Whitty. Please visit swedishtranslationservices.com or contact her at tess@swedishtranslationservices.com to learn more.

Check also:

• How to Reach the Swedish Market with Transcreation
• Five Things That Differentiate Translation and Transcreation
• Definitions of translation, localization, internationalization and transcreation

This is a guest post by Albert Brown

Why translation services needed?

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.

Issue on the translation of economics

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.

Why is translation so important in the global economy?

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.

Advice on language service

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.

How translation improves the economy

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:

• 10 SEO Tips for Web Localization for Global Markets
• Going Global? Translators Can Help You Break the Barrier of Language!
• 6 Tips for Writing English for a Global Audience