Rapport International » Translation

In global economy, ‘lost in translation’ not an option

Wendy Pease — Thu, 03 May 2012 13:27:58 +0000

Here is an article written by Amanda Roberge that appeared in Telegram.com.

Similar to the Got Milk? campaign in the U.S., the Hay Leche? campaign in Spanish-speaking countries translated to “Are you lactating?” for locals.

MacNeill Engineering Worldwide, manufacturer of CHAMP brand athletic products, is based in Marlboro, but manufactures all of its products in Hong Kong.

According to Jessica Georgenes, the company’s marketing manager and tour coordinator, English is the language spoken at business meetings, no matter where they are held. However, she added, it doesn’t always work out smoothly. Cultural differences and having quite a bit of vernacular “lost in translation” is an ongoing issue.

“Sometimes we understand the words they are saying, but we have to really slow down and try to figure out exactly what they are asking,” she said. “The words might be clear, but the meaning might not be.”

If only it were as simple as typing a few foreign words into a computer program and getting out a clean, error-free and understandable translation.

“(Computer programs) are good enough if you need to get the general gist of a private email or conversation,” said Nabil Freij, owner of GlobalVision International Inc., a company whose Westboro headquarters is run by his sister, Micheline Freij, director of global operations. “But if your interest is to look professional, you need to find a professional.”

Wendy Pease, owner of Rapport International in Sudbury, said, “Even through a difficult recession, this (interpretation and translation) industry continues to grow.”

The industry consists of three main avenues of service, and they are often confused with each other.

Interpretation is the real-time service, mostly used for face-to-face exchanges.

Translation is a transfer of written content from one language to another.

Localization refers to the final tier of the process, which allows for websites and literature to be translated within a cultural context.

“Doing the actual translation is only 60 to 70 percent of localization,” said Mr. Freij.

Unlike Ms. Pease’s company, in which translation projects are done exclusively by people, Mr. Freij’s company has developed unique computer software that has a memory for past projects, and employs people to continually update that database. If selling in a particular country, he said, consumers will want to see the right cultural innuendos, currency, and jargon, which are fluid and ever-changing.

But while the global industry is booming, those who provide interpreting/translation services are also in high demand locally, as public schools, courts and hospitals have a duty to make sure the people they serve are able to understand.

“Court interpreters provide an invaluable service to individuals who utilize their services on a daily basis in courthouses throughout the commonwealth,” said Erika Gully-Santiago, of the Supreme Judicial Court’s public information office.

In fiscal 2011, interpretation services were used in more than 90,000 court situations, in 69 different languages.

At least a third of Ms. Pease’s business comes from the public sector. Her company provides interpreters for parents of students coming into public school systems, helping them to understand what is happening at their children’s school. Additionally, though many hospitals employ full-time interpreters, some use resources such as Rapport International when admitting non-English-speaking patients, especially during off hours. In emergency situations, Ms. Pease said, those exchanges often take place over the phone.

The need for translation services continues, as more and more companies — including MacNeill — are sheathing new products in “global packaging,” which contains warnings and instructions in as many as seven of the most common languages.

According to Ms. Pease, cultural considerations can be a big issue for those engaged in interpreter-aided conversations. For example, she tells the story of a Hispanic patient at a local doctor’s office. Because an interpreter wasn’t available, the hospital asked a Spanish-speaking housekeeper to help, and the patient was alarmed to learn she needed stomach surgery.

“She didn’t really need surgery, but the doctor had used the name of a procedure the housekeeper didn’t understand, and she was not in a social position to question the doctor,” Ms. Pease said.

While many agencies and organizations are required to provide interpretation and translation services, some businesses do so voluntarily. Citing the huge population of “new Americans” in the Worcester area alone, Ms. Pease said businesses, particularly in retail, might be missing out on entire markets of customers and clients by not translating menus and signs.

“Local companies who are trying to accommodate people who don’t speak English have a huge opportunity to increase their revenues,” she said.

10 Things I Know About…Language Translation

Wendy Pease — Tue, 24 Apr 2012 17:22:44 +0000

10. Just Do It

A huge share of the business market is being missed if you are only targeting English-speaking audiences. Less than 10 percent of the world’s population speaks English as their first language, yet if information about a product is in a person’s native language, that person is four times more likely to purchase.

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 you use 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 may 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

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, jargon, etc.

2. Review And Edit

Always have the translated document reviewed and edited. Translation is like writing – the more eyes the better. Do not use machine translations.

1. Track Changes

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

Spanish Phrase

Wendy Pease — Fri, 20 Apr 2012 14:23:28 +0000

Have you heard of the Spanish phrase; Bueno, Bonito and Barrato? Translated into English it means Good, Nice and Cheap. The meaning of the phrase is better understood as “It’s a good bargain”. Part of the attraction of the phrase in Spanish is the repetition on the three “B”’s. The expression is also used for people who want to get everything at little expense or effort.

Translationparty.com

Wendy Pease — Fri, 23 Mar 2012 14:21:42 +0000

Here is fun activity when you have a few minutes to laugh. Go to translationparty.com and type in an English idiom. Then watch it get translated into another language and back to English. See how funny the phrase becomes when a machine does the translation. One phrase to try is; Go forward, don’t look back and embrace life. After you are done laughing, you will understand why Rapport International only uses the top translators to handle all their projects. Machines only translate actual “words” not the meaning behind the words. Go to translationparty.com, have fun, laugh and then call Rapport International for all your translation needs.

Yoko meshi (yo-ko-me-she)

Wendy Pease — Mon, 19 Mar 2012 18:14:21 +0000

Yoko meshi is a Japanese noun. Definition: A metaphor for the stress of trying to understand another language. ”Yoko” means horizontal and “meshi” means boiled rice. The literal translation of the phrase is a meal that is eaten sideways. Given that Japanese is read vertically and most languages are read horizontally, the expression captures the mind-bending challenge of processing words in new ways.

Whole Living magazine, Jan/Feb 2012

Five Factors for Choosing a Language Translation Company

Wendy Pease — Fri, 09 Mar 2012 15:19:19 +0000

There are many important factors to consider when choosing a language translation company for document translation. Here are 5 of them:

Make sure that your vendor is using the latest translation memory/database enabling tools and that they are not charging you for repeat phrases or overcharging on fuzzy matches. Many vendors discount the word rate, but then charge over and over again for the translation of the same string when future updates are required.
Choose a vendor that hires professional translators who are trained and qualified in the appropriate subject matter. Not everyone that knows the source and target languages can act as a translator and machine translation is far from achieving desired results.
Check with the vendor to make sure that the team of translators used can be engaged in follow up projects to maintain continuity and consistency. Document translation can take place by one translator, but quality is better achieved when another set of eyes reviews the full source against the target. Make sure your vendor is involving a second translator in the process.
Translated documents often require professional desktop publishing, particularly before sending to print. Make sure your translation company can provide professional desktop publishing.
Request a dedicated project manager to ensure that your project is delivered on budget, on schedule and based on predetermined quality expectations. Use only vendors that employ professional project managers.

Rapport International, LLC is a full service language translation company based in metro-west Boston. Rapport can handle all your translation needs in over 100 languages.

Executive Order 519

Wendy Pease — Tue, 28 Feb 2012 21:28:21 +0000

Executive Order 519 is an important order instituted by the State of Massachusetts because it ensures that all agencies provide “services to ensure that they foster access and equal opportunity for all persons, irrespective of race, gender, ethnicity, sexual orientation, disability, religion, national origin, or veteran status.” This is important at Rapport International because one of the ways that the State agencies can comply with E.O. 519 is by translating their website, documents, applications, etc. into other languages so that the resources and opportunities are available to all. To read the entire executive order, please visit:

http://www.mass.gov/governor/legislationeexecorder/executiveorder/executive-order-no-519.html

E-Z Pass Applications Available in Spanish

Wendy Pease — Mon, 27 Feb 2012 15:54:10 +0000

I just read an article about the New York MTA offering E-Z Pass applications in Spanish for Spanish-speaking New York motorists. I am thrilled government agencies and companies are starting to realize there is a large Spanish-speaking clientele and begin marketing their products and services to this audience.

In addition to the new applications, the E-Z Pass New York Customer Service Center began including information in Spanish on its website and as an option on its automated customer-service line.

“We are pleased to offer these tools to our Spanish-speaking customers and hope it will make it easier for them to take advantage of the benefits of using E-Z Pass,” said MTA Bridges and Tunnels President Jim Ferrara.

Previously, Spanish speakers had to call customer service and ask for an interpreter for help with their E-Z Pass issues. Those interpreters will still be available, but now users can also take advantage of the faster automated and online services.

How to Write Marketing Copy for Global Marketing

Wendy Pease — Fri, 10 Feb 2012 20:08:08 +0000

1. Use clear language.

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 “Fahrvergnugen” 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 you 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.

10 Things I Know About Language Translation

Wendy Pease — Wed, 08 Feb 2012 18:56:59 +0000

10. Just Do It.

A huge share of the business market is being missed if you are only targeting English speaking audiences. Less than 10% of the world’s population speaks English as their first language, yet if information about a product is in a person’s native language, that person is four times more likely to purchase.

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

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.

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.