The practice of back translation can be a difficult one as the nuances of translation are far-ranging. “A literal word in one language may have no equivalent in another language,” explains Wendy Pease, Executive Director of Rapport International LLC. She adds, “People in the language business know that translation is an art and not a science.” No translation can be expected to convey perfectly the “meaning” of what the writer meant to convey in their own language. This is why the demand for skilled and trained translators is so high.

The most common areas for back translations are science and medicine, whether they are medical forms, informed consent forms, research study protocols, etc. Translation of medical documents requires very high accuracy. Translation errors can change the meaning of important content. In these cases, back translation can be a very effective tool and a good way to ensure quality.

After the back-translation, the original and back-translated documents are compared and points of divergence are noted. The translation is then corrected to more accurately reflect the intent of the wording in the original language.

There are alternatives to the use of back-translation which include translation with editing. This is where one linguist translates the document and an independent editor reviews the document to ensure that the meaning and quality have not been compromised. There is also multiple-forward translation. This is when two or more translators both translate the document from the original language to the new language and the two versions are then compared.

Translation can be a complex process. In order to ensure quality, one needs to work with a trained and highly reputable language translation company. Rapport International is a translation and interpretation company based in metrowest Boston, MA. Rapport can provide quality translation done by experienced translators in over 100 languages

High School students around the world are invited to compete by translating the story of a translation misunderstanding into any language. The winner of the $100 American Express gift certificate will be chosen by a random drawing of qualified translations.

Do not use slang, colloquialisms, or improper grammar. Catchy marketing phrases do not work across cultures and languages – sometimes they don’t even work in different countries with the same language. Electrolux was thrilled in the UK with the response to their slogan “It sucks”. They could not understand why it was not well received in the United States!

2. Drop local references or specific country places.

Unless you plan on changing the marketing copy for each country that speaks the same language, do not make specific references to a particular geographic area or local customs. On the other hand, if you are targeting specific groups of consumers, it is best to adapt marketing materials to each country. In this case, use local references, terminology and the right currency.

3. Make pictures culturally appropriate.

A well-distributed magazine about diversity and opportunity for African Americans featured an Allstate full page back ad with a glowing white family leaning out the car windows. Oops, wrong target audience. The pictures need to reinforce the ad copy and targeted audience. People notice the glaring errors and they also can pick out foreigners in local publications.

4. Allow white space.

Translation expands the written copy and can be 20 – 30% longer depending on the language. A favorite example is “Fahrvegnugen” which is one German word but when translated it becomes four words in English – “the pleasure of driving”.

5. Make sure the original copy is well written.

Even the best translation company can’t fix bad writing. Bad writing always equals bad translation.

6. Stay consistent
When you develop your marketing message, keep it consistent and use the same tested translation. Often, we see companies letting their in-country distributers translate the marketing materials. This is the equivalent to having the sales force write the marketing material.

9. Provide Good Copy
Providing well written English copy is the most important first step to insure a quality foreign language translation.

8. Quality of Linguist
Use a trained and reputable linguist from a qualified translation company. One hospital tried to use a bi-lingual cleaning lady to interpret for a doctor and patient but culturally, the cleaning lady felt uncomfortable questioning the doctor and asking for clarification. Unfortunately, she told the patient that she needed stomach surgery when she only needed a pap smear.

7. Know Your Audience
Translate for the audience. If using a Caribbean French translator for Canadian documents, it will look sloppy because of the geographic language differences.

6. Keep a Consistent Voice
Using different linguists is like using different writers – everyone has their own style. One may use the word “dinner” and another use the word “supper”. You want consistency.

5. Use Correct Grammar
Catchy marketing phrases do not work across cultures and languages. For example “got milk” was translated to “are you lactating?” Try to avoid double meanings – they rarely ever translate.

4. Avoid Colloquialisms and Slang
In English, we understand what it means to say “that’s hot” or “that’s cool” but it doesn’t carry the same meaning into other languages.

3. Localize when Necessary.
Localizing the document means making it appropriate for the audience in a particular target area. If selling in a particular country, consumers will want to see the right cultural innuendos, currency, jargons, etc.

2. Review and Edits
Always have the translated document reviewed and edited. Translation is like writing where the more eyes the better for an important document. Do not use machine translations.

1. Track Changes
Keep track of all changes when editing the original copy to save costs on translation edits.

In order for people to network, do business, and make social contacts between countries, Facebook needs to offer translating services. They have started doing this by counting on the free services of volunteer translators as well as a few paid professional foreign language translators.

Facebook relies on real people to suggest translations and then allows a number of people to weigh in and vote on the phrase or suggest a better translation. So far, their strategy is working but Facebook can not rely on the free services of a small group of people forever.

Google is attacking the problem in a very different way. Google is using computers and mathematical equations to translate the Web’s content. Computers learn how to translate by examining text that is already on the web. Google also offers a widget that others can use to translate their web content.

The problem with Google’s plan is that computers are not able to translate modern speech and colloquialisms. Therefore there is a high potential for mistakes and errors. The list of humorous inaccurately translated phrases is ever growing.

The only real solution to this problem is to hire a quality translation service that is capable of handling all the needs of both Facebook and Google. Rapport International, a translation and interpretation company based in metrowest Boston, MA is one good source for all foreign language translation needs. Rapport can provide quality translation done by experienced translators in over 100 languages.

In 2001, Indiana-based Mead Johnson Nutritionals recalled 4.6 million cans of Nutramigen Baby Formula due to misleading Spanish directions on bilingual labels. Though the problem was caught before any infants died or became ill, the cost for recalling and re-labeling the cans was exorbitant.

If you don’t get the hard copy, here is the link to the online article. Please forward to anyone who may have translation needs – it is short and informative.

http://www.wbjournal.com/news46858.html

Rapport can connect anyone, anywhere in the world by translating your words into any language. We offer free project consulting, free quotes and exceptional customer service.