The Importance Of Linguistic QA
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The Importance Of Linguistic QA






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  • The Importance of Linguistic QAThis article was originally published on the Acclaro blog.Category: Marketing, Websites, Software, Documents, Multimedia When you think of certain brands, you automatically think of high quality. You trust that brand and its products or services. You may pay a little more for it (the $100,000 Porsche, for instance). You may recommend it to a colleague or friend. Quality can be more than the physical craftsmanship of a product or the expertise of a particular service. It can also be linguistic. Linguistic quality assurance (QA)goes the extra step to make your brand stand out among your competitors in any language.Instead of just getting the general meaning across, with linguistic QA you now have moreclarity, eloquence and adherence to your overall brand guidelines .Linguistic QA is a bestpractice for anything that is translated or localized: documents, advertisements,brochures, websites, multimedia, software —anything. Even the language jumble of thesign above needs linguistic QA!Professional translation ensures a correct translation, but when coupled with QA, it really makesit shine. If you’ve done your translation internally or through in-country partners, you shouldconsider professional QA to double check that the overall meaning follows the original content,that the brand personality is adhered to, and that the translation is of the highest quality.What happens when QA is not done post translation? More than likely, the translation isperfectly fine and the reader understands the general message: Buy this. Do this. Learn aboutus. Contact us.However, what you don’t want to happen is a slightly “off” or “stiff” translation that really doesnot represent your brand and your products. In addition, while a lot of contemporary media isnow editable on the fly and able to be corrected and re-posted (i.e. websites, SAAS software,blogs, banner ads, etc.), some are still permanent. Place so-so translation on your freewaybillboard, printed ad, packaging, printed brochures and the like and it’s there for people to seeand read for a long time.Page 1: The Importance of Linguistic QA Copyright © Acclaro 2012
  • Consider these examples of translations that need just a quick linguistic QA to make themsmoother, more professional, and more importantly, a better reflection of the product they arepromoting:Printed enclosure for a high end skin care product“The skin tends to sustain damage from inside and outside due to pollution in the environment,and every day stress….[the product] provides balanced essential beauty science, not to serveyour skin type, but to answer the purpose and desires of the skin.”A four-color, high quality printed program for a concert“The existence of a mysterious man who had commissioned Requiem, the premonition of hisown illness and bad financial situation caused by well-known Schikaneder’s machination becamean unbearable psychic burden for the overworked Mozart and caused his oversensitivity,exhaustion and, in the end, his death.”Webpage of a hotel that’s a member of a major central European hotel chain“New modern hotel located in the sensitively reconstructed building dating back to 30s of the19th century known as the Old Market.”The original writers of the items above obviously spent a lot of time on the source languagemessaging. And more than likely, the original language went through its own editing and qualitycheck. The target language should also be as carefully thought out and include a translationwith linguistic QA. That’s what your brand deserves.About Acclaro: Acclaro is an international translation and localization company thathelps the world’s leading brands succeed across cultures. We translate websites,marketing campaigns, documents and software to give clients an authentic voice inkey language markets. North America: 1-866-468-5106 Worldwide: +1-914-468-0222 sales@acclaro.comPage 2: The Importance of Linguistic QA Copyright © Acclaro 2012