Professional Translation


Published on

When conducting translation the opportunity for errors is very high. Here we show you why when getting translations carried out, you really do need a professional translation agency to make sure everything is correct.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Professional Translation

  1. 1. PROFESSIONAL TRANSLATIONThe only way to ensure that your message does not get lost in translation...
  2. 2. WHY YOU NEED TO GET TO RIGHT...RIGHT... WHY YOU NEED IT GET IT Weve all seen those ridiculous literal translations... Take the Paris hotel that asks guests to please leave their "values" at the front desk, or the harried Greek tailor explaining that they will "execute customers in a strict rotation"; funny, but not particularly reassuring for an English-speaking customer. What if the mistake were to become less funny, or even offensive? Like this poor woman and her offensive couch colour tone from China? Is this really the image you want to portray of your company? Didn’t think so. [To see just how bad translation can really get, take a look the following clip:]
  3. 3. HOW TO GET YOU NEED TO GET IT RIGHT... WHY IT RIGHT... To make sure that this doesnt happen, and that your content is rendered in a way that makes you proud, you need to employ the services of a professional translation agency. Any translation agency worth its salt will make sure all the following steps are completed and return content that clearly conveys your particular message in your individual voice.
  4. 4. WHAT YOU NEED TO KNOW...KNOW... WHAT YOU NEED TO Steps in the lifecycle of a marketing translation: Step 1: Pre-analysis Step 2: Choose right translators Step 3: Choose right tool Step 4: Prepare translator handoff kit Step 5: Translate Step 6: Quality spot-check Step 7: Ongoing query management Step 8: Full proof Step 9: Final eye Step 10: Quality as a continuum
  5. 5. STEP 1: PREP/RESEARCH/ANALYSIS PRE-ANALYSIS This is your opportunity to get together all the information you need to produce translated copy that really speaks to your target market. Typically this involves the following steps:  Conduct in-depth research into the customer, their business, and their audience  Research the customer’s competitors in the sector, see how they sell themselves, and find reference points for translation  Research sector and competition in terms of Search engine optimisation and determine how best to adapt the customer’s existing SEO strategy for the target market (keyword seed list, etc.)  Analyse the files for translation carefully , determine the main themes and potential difficulties and decide how best to approach and handle them  Work together with the customer to create comprehensive glossaries and style guides to ensure that the translated content is consistent with their existing voice and brand identity
  6. 6. STEP 2: RESOURCE ALLOCATION CHOOSE THE RIGHT TRANSLATORS Now is the time to decide on the best team for the job at hand. This is where the value of working with a professional translation agency really comes into play as they will already have trusted teams of subject-matter experts in place.  Depending on the scope of the project, each team should consist of :  Translator(s)  Senior editor/reviewer  Select the translators most suited to the project based on background and previous experience.  Scheduling – Ensure that the selected team has sufficient availability to complete the job, including all necessary steps, comfortably within the deadline. This applies in particular to the QA sample step.
  7. 7. STEP 3: TOOL ANALYSIS CHOOSE THE RIGHT TOOL Now you need to decide on the best translation technology for the job. • Depending on the type of text, this could include:  Translation memory technology such as Trados, which enables you to leverage previous translations and ensure consistency  Glossary adherence tools such as Xbench, which check that all approved terminology has been applied consistently in the translated text
  8. 8. STEP 4: PREPARING TRANSLATOR HANDOFF KIT PREPARE TRANSLATOR HANDOFF KIT This step involves gathering together all of the materials that the translators will need in order to fully understand and reflect the customer’s requirements. Typically this would include:  Background info – Short description of customer and specific requirements of project :  Purpose of translation  Target audience  Sector-specific characteristics  Glossaries/translation memories/style guides – Approved by customer where possible  Approved customer content currently in active circulation to be used as reference  High-quality original content from competitors of note in the target sector and country
  9. 9. STEP 5: TRANSLATE TRANSLATE  The text won’t translate itself. Now’s the time to get to work!
  10. 10. STEP 6: QUERY MANAGEMENT ONGOING QUERY MANAGEMENT Asking questions is never a sign of weakness. It’s often by asking the right questions that you get to the real heart of what the author is trying to convey. It’s a two-way process offering manifold benefits for the customer:  Nailing down meaning behind key brand values  Clarification of ambiguous source text  Flagging of typos in source text  Sign-off on stylistic preferences not included in initial style guide
  11. 11. STEP 7: QUALITY SPOTCHECK FIRST QA - QUALITY SPOTCHECK This step involves a Senior editor/reviewer performing a QA spotcheck as early as possible in the translation process. Focus should be on:  Checking the sample translation for meaning – Is the message conveyed by the source text accurately conveyed in the target?  Adherence to glossary/style guide – Has the translator consistently used the approved terminology?  Readability – Does the translated text flow well? Does it read as though originally written in the target language?  Queries – Have the answers to any queries raised during translation been implemented consistently?  All feedback should be documented and sent back to the translator for implementation in their files prior to delivery
  12. 12. STEP 8: FULL PROOF - FULL PROOF SECOND QA In this step, the Senior editor/reviewer performs a full proof of the files delivered by the translators. Focus should be on:  Checking for meaning – The main purpose of this QA stage is to check that the translated text accurately reflects the meaning of the source text without any omissions, additions, etc.  Ensuring that same house style is applied to all content  Adherence to glossary/style guide – Has the translator consistently used the approved terminology?  Queries – Have the answers to any queries raised during translation been implemented consistently?  Final files should be sent back to the translators for reference
  13. 13. STEP 9: FINAL EYE - FINAL EYE THIRD QA In the context of a marketing translation, the purpose of this final QA step is to ensure the translated text reads as if written in the target language (i.e. language that it has been translated into). Again, this step is performed by the dedicated Senior editor/reviewer and the focus is on:  Taking a step back from the source language and focusing on the target language only  Ensuring that the quality of the target text speaks for itself and that the final text stands in its own right, independent of the source
  14. 14. STEP 10 - QUALITY CONTINUUM In a professional translation agency, quality should be seen as a continuous thread running right throughout the project: • Build up and mentor dedicated translation teams • Research and prepare reliable reference material and have approved by customer if feasible • Consult with subject-matter experts wherever possible • Use translation technology to ensure consistency (Trados and Xbench) • Invite feedback from the customer and identify areas for improvement • Update glossaries and style guides based on feedback and circulate to team
  17. 17. Connect with us on:••• Visit our website:Translation Company Professional Translation Agency Corporate Translation