Traveling throughout China on a Fulbright Scholarship, University of Maryland professor Dr. Doris MacKenzie needed translation. Without a thought, she naturally turned to her bilingual research associate to translate the documents. What could go wrong?
Fully bilingual people inexperienced with translation usually make one of two mistakes, either translating the content literally and missing the more nuanced meaning of the message (also called a “direct” or “word-for-word” translation) or (inadvertently, unconsciously, or perhaps intentionally) changing the meaning of the original document to better suit their agenda.
It’s easy to see how a literal translation can sometimes miss the mark – we often talk about the Staples marketing campaign that tried to “Make Refrigerator Art” happen. The term is nonsensical to most cultures outside of the US – refrigerators are generally smaller and incidental to a household – and only a skilled translator would know how to evoke that refrigerator art feeling of joy, pride, and whimsy instead.
In her story, Dr. MacKenzie next asked another Chinese-speaking associate to translate the translated Chinese back into English to ascertain the quality of the translation. Back-translation is a bit like playing the children's game “Telephone” or “Whisper Down the Alley,” wherein a message is relayed from child to child, inevitably resulting in a completely different meaning at the game’s end. Dr. MacKenzie’s case was no different: the back translation clearly illuminated that the translation did not match the English at all.
Our clients often come to us after an experience like Dr. MacKenzie’s, so the “always start with” part has become essential to our mantra. The translation agency confirmed the liberal translation, and when asked, the original associate admitted to making it “more appropriate for the Chinese culture.”
Many don’t realize that translation takes as much time as writing. As a general rule, the budget for the translation is approximately 1,000 words per day plus 2-3 days for project management. This guarantees quality work and thorough review, and a high-quality translation agency will assign the same translators to your projects over time, ensuring consistency of voice. Also called “linguistic matchmaking,” doing so works to solidify the translator/client relationship; the increased familiarity saves time and maximizes budgets on future projects.
Accounting for translation needs and requirements across departments ensures buy-in, drives sales, and aligns the project with your corporate agenda. Branding and messaging remain consistent regardless of the asset, and prioritizing the content to be translated is easier.
Your participation keeps the project moving and the translation accurate. Translators will sometimes need clarification on the meaning or intent of the original content. They may also offer multiple word choice and messaging options for content essential to your company – branding, marketing taglines, or advertising slogans, for example. Your prompt review and feedback are essential to keeping projects on schedule.
Translation is like writing: two sets of good eyes on the project are better than one. To ensure quality, a thorough translation service will provide this service for a nominal fee, and the two translators work closely to determine the most precise, best translation.
Sticking with a single translation agency means consistency of quality, style, and branding. A translation services agency acts as a true partner more than any other vendor; the translation process, you will find, is inherently more personal than other business processes. Over time, a high-quality translation agency will even be able to anticipate your needs.
In addition, future projects become far less daunting. For example, if you ever make changes to an already completed translation, high-quality translators and agencies will have archives of all projects, as tracking edits on the source document can significantly reduce translation expenses.
Our most successful clients can tell you their origin story and the ups and downs of starting out. It’s a tale as old as time: a hero conquers fear and lives happily ever after….
Read more in our Essential Guide to Translating Marketing Materials.
Our intrepid Dr. MacKenzie became an international expert in her field, thanks in part to her respect for high-quality translation. Wherever you are in the process – thinking about translation, looking for a quality agency, or already underway with your effort – keeping these seven rules in mind will ensure high-quality results. If you don’t know where to start, contact us for a free consult!