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Translation and Transcreation Workshop
The workshop led by Dr. Mark Hooper of Conversis Medical focuses on enhancing translation and localization practices through discussions, presentations, and sharing best practices. It covers the translation process, types of projects, the use of current technologies including CAT tools and translation memories, and emphasizes the importance of quality assurance and project management in achieving successful outcomes. Attendees will learn about effective localization strategies and how to implement them in their own work.
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Translation and Transcreation Workshop
- 1. conversis.com Translation and Transcreation Workshop Welcome DrMark Hooper Director, Conversis Medical
- 2. conversis.com What’s the workshopall about? • Some short presentations • Introduction to current topics in translation and localisation • Aim is to generate discussion • Share experiences and best practice within the industry • Enable the attendees to implement better localisation strategies and processes • For us to learn more about what’s important to you
- 3. conversis.com Some structure tothe workshop Split into four sections: 1. Translation process 2. Types of projects/files 3. Final step – regenerate translated files/ projects 4. Current technologies There is overlap between sections, feel free to jump in with questions.
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- 5. conversis.com What is involved? •Translation • Revision (usually one or two revision steps, often called proof-reading) • Back translation • QA • Client review • Regulatory approval if required • Review changes • Desktop Publishing (Layout)
- 6. conversis.com • Revise -Examine a translation for its suitability for the agreed purpose, compare the source and the target texts, and recommend corrective measures • Competencies of reviser - Revisers shall have the same competencies as translators and should have translating experience in the domain under consideration. • Review - Examine a target text for its suitability for the agreed purpose and respect the conventions of the domain to which it belongs and recommend corrective measures. • Competencies of reviewer: Reviewers shall be domain specialists in the target language. • Proofreading - Checking of proofs before publishing ISO DEFINITIONS – EN-15038 (ISO 9001) ISO 17100 (tbc 2016)
- 7. conversis.com • The standardindustry process is at least one revision step, and an internal QA check as standard. • Some companies have sufficient in-house revision/proof reading resource to do ‘revision’ in-house. Note: this technically means that the project is not EN-15038 compliant, (but don’t let QA dictate to us, but use it for the advantages!) • On occasions, due to time or budget restraints, clients prefer not to include a proofreading stage – this might affect the consistency and general quality and would not be recommended for projects which are for publication, but can be ok for documents for internal use. Translation steps
- 8. conversis.com • Appropriate translators •Good process (ISO, same translator throughout, revision steps) • Consistency (can use translation memories) • In-house QA steps – software and manual • Don’t rush (if possible!) Translation quality
- 9. conversis.com • Translation isnot an exact science. • How do you judge/reconcile on what is the ‘best’ translation when translators disagree? • Trust/ experience/ suitability of translators • High quality Translator Database, experience with translator abilities. • Translator suitability – including specialist knowledge or technical ability e.g. medical or legal. Also softer skills e.g. sympathetic translation – for marketing, informal or age- limited content. Translation quality
- 10. conversis.com • We tryto avoid splitting work among different translators and also try to always assign the same resources to subprojects. • If this cannot be avoided due to the scale of the project, we would ask one proof reader to review the entire translation and ask the proof reader to make the translations consistent. • Back translation proves the translation was actually done (as the ‘blind’ back translation re-generates the original English text without reference to the source). Not very useful for checking the ‘subjective’ accuracy of the forward translation. Discrepancies could equally be introduced in back and forward translation steps. • Better ways to do ‘QA’ on forward translation. Maybe machine translation could be suitable test for ‘blind’ back translations. Translation quality
- 11. conversis.com • Trados Studio,Memsource, Wordbee • What can they do? • Import many types of files, extract text for translation, present as bi- lingual tables for easy translation and revision • Analyse files for number of words, repetitions, matches (fuzzy or not!) • Help quality, consistency and save time and cost • Enable use of translation memories • Help document tracking and control Computer Aided Translation (CAT) Tools
- 12. conversis.com • Aid consistencyof translation within a set of documents/ project • Cost saving – repetition/ similar words, time • Can help in auto-fill of formatted text when design is done after translation – avoiding cut/paste • Helps quality control – internal checking, spotting typos etc. • Also utilise ‘Trademark’ check for specific ‘similar’ project codes e.g. ‘Welcome to the ABCD study’, vs ‘Welcome to the BACD study’. Translation Memories
- 13. conversis.com • Aid consistencyof translation within a set of documents/project. • Cost saving – repetition/similar words, time. • Can help in auto-fill of formatted text when design is done after translation – avoiding cut/paste. • Helps quality control – internal checking, spotting typos etc. • Also utilise ‘Trademark’ check for specific ‘similar’ project codes e.g. ‘Welcome to the ABCD study’, vs ‘Welcome to the BACD study’. Translation Memories
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- 15. conversis.com Translation Memories Translator cansearch for specific words
- 16. conversis.com Translation Memories When workingin a file, 100% matches from the TM are already populated. Fuzzy matches, such as segment 2, show the level of match and the TM window shows what the differences are between the text being worked on and the text in the TM.
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- 18. conversis.com Bi-lingual tables Example ofa table sent for client review
- 19. conversis.com Translation management companiesadd value by carrying out management of the translation project. This includes: • File handling, tracking and version control • Extraction of translatable text from complex documents/ files • Having known, assessed and certified suitable translators ready, finding availability and managing the resources • Reconciling differences between translators, client experts, regulatory reviews Project management
- 20. conversis.com • Number ofwords – also depends on how many translators used • Languages requested – obscure languages, number of languages (more project management time chasing files) • Services requested – Quality required often defines timescales – number of steps and time to review ethics/regulatory/client changes. Top tip: It’s always worth getting any late changes checked/reviewed by translators. Company experts (such as doctors, legal, regulatory or compliance) don’t always have good spelling and grammar! How long does it take?
- 21. conversis.com • Project Managerswill work out the schedule together with the client. • Each translator can do ~2,000 words per day (rough guide). • Working directly with the final formatted file is generally faster. • Review - ~10,000 words per day. • Preparing files, sending out, receiving back, in-house QA – 2-3 days. • DTP – layout = ~20 pages per day. How long does it take? II
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- 23. conversis.com Traditional – documents/files • Word, Excel, Powerpoint • InDesign, Framemaker, Adobe Illustrator • Varying amounts of formatting • Files can all be imported directly to our Translation Management System (TMS) – which will extract relevant text and re-generate files at end of translation. • Files that can be fully controlled by client project managers • Transfer by email or secure FTP
- 24. conversis.com Why work withoriginal file format (not converting to Word)? • Working from the original file format: – Avoids transcription errors – Saves time, costs, improves quality – Translated text is automatically inserted into the formatted final document • Working in a converted format, e.g. Word: – A lot of our clients and their clients prefer to work with Word files – Prone to transcription errors – Content needs to be transferred back to original format • Alternative: Original file format + Word review table Work with original file format
- 25. conversis.com More complex files •E.g. HTML, JSF, software files • Often with background code/tags around the translatable text • Most files can all be imported directly to our Translation Management System (TMS) – which will extract relevant text and re- generate files at end of translation • Often not standalone files. Can have many dependent files or links. Need IT support to edit or send out or make ‘work’. • Extra technical challenge.
- 26. conversis.com • Not a‘normal file’ – where do they ‘live’? • How do you get a ‘website’ out of the system? How back in? (Help please IT-guys!) • Who does the edits and fixing • Different levels of system ‘integration’ – find the simplest solution (that’s effective!) • How is the website set up? Where is the translatable text? • Do you need to write a new website for each language? (Translate or Localise or Transcreate?) More complex files
- 27. conversis.com • Everyone wantsmulti media these days! • Includes dynamic websites, inserted videos, audio clips, live feeds, tweets, comments and feedback sections, etc. • Example – BBC news website, in many languages, with voice-overs and ‘up-to-date’ feeds. • Live interpreting and international webcasts • Can we do it and what are the challenges? Multi media
- 28. conversis.com • Voice overor subtitles? • Technical challenges of editing videos and need multi-party services (translation, voice artists, directors, studio recording, mpeg editing, subtitles, writing copy, timing, tech knowledge in mpegs...) • Localisation – are the films/images appropriate to the country/culture? Challenges of video content
- 29. conversis.com • A roughguide: Transcription of audio recording takes 4-8 times the original recording time i.e. a 5 hour recording can take 20-40 hours to transcribe. • Another rough guide is audio equates to ~2.5 words per second, so an hour audio would be ~9000 words. • Best quality is source language transcription, then translate, then regenerate audio in target language. • Cost-effective alternative is real-time translation and transcription straight into target language. Can be lower quality. Challenges of audio content
- 30. conversis.com • Timing/urgency? Newways of working with translators e.g. via text messages, email, phones. • Review or not? • Text speak – shortened messages • Live webcasts – often slight delay, but use interpreters and webcast technology Challenges of live feeds, tweets, live webcasts, interpreting
- 31. conversis.com Final step – nottranslation but… conversis.com
- 32. conversis.com Once the text/audiois translated, it often needs to be used to generate the final translated file/media. • Who does this? Client – can be more convenient or keeps control with the client’s design team. But... can waste valuable resource in ‘cut/paste’ exercise. Can leave non-linguists exposed to tricky language problems (working blind). • Is there any quality check after layout complete? Who does it? • Translation companies do offer ‘DTP’ services (pretty established) • Some offer ‘DTP’ layout for digital content (e.g. websites, emails) • Video files – companies will often offer to sort the sub-titles and voice- overs for you, not normally handled by the client (unless you are a video editing/making company). It doesn’t end with translation...
- 33. conversis.com DTP Checklist When generatingdocuments that will need to be translated, there are certain ways to generate the files’ formatting that will help avoid extra costs and time in producing the final translated documents. These include: • Automatic (built in) formatting: Using Stylesheets, allow sufficient/ spare white space, text frames and formatting. • Use compatible fonts (for many languages). • Graphics – try not to hard-wire translatable content into graphics.
- 34. conversis.com More details ontranslation-friendly DTP • Use defined formatting e.g. stylesheets and auto-align functions to generate the source document. Avoid manually aligning text (e.g. with tabs or spaces). • Allow space for expansion of text (very common). Use disconnected text frames to prevent text from running into next frame/page. • Avoid using text in graphics which may need to be manually changed. If text needs to be in a graphic, provide layered Photoshop files with the text on a separate layer and NOT converted to curves or rasterized (one fixed image).
- 35. conversis.com Examples of DTPissues • Source text only just fits into background images (Computer). • Same font and size works for ‘shorter’ translation (POCITAC), but longer translation needs smaller size (Greek alphabet). • Decision made on consistency of font size (all smaller), vs consistency of presentation (different font sizes, but all almost filling the space).
- 36. conversis.com Alignment in textframes Allow your DTP software to do the work of aligning text. It makes the formatting of the translation much easier too.
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- 39. conversis.com Example of goodtext practice • Don’t use ‘manual alignment’ of list or bullets – e.g. using returns or tabs. • Use ‘Bullet’ style sheet, or Indent. Avoids breaking sentence, so translation will follow list, not break up in same place.
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- 41. conversis.com Graphics Picture supplied asa flat jpeg file. Text has a background to it. Wiping the text off the flat jpeg wipes the background image as well. It may be impossible to rebuild this.
- 42. conversis.com Graphics In this instancethe picture has been supplied as a Photoshop (.psd) file with the text on a separate layer from the background making it easy to translate the text without affecting the background image.
- 43. conversis.com Digital Content Editing(‘DTP’) Translated files HTML ‘artwork’ files Conversis magic! Translated & Formatted HTML files – websites, emails etc
- 44. conversis.com Digital Content Editing(‘DTP’) • Can be done by cut/paste using your content management system (Website or Emails), but is slow, takes time and a lot of potential for errors. Can be blind. • Tricky part is how to ‘extract’ the files from your server/ system, and how to put them back in – use most portable suitable file format to use (e.g. html, php, jsf etc). • Then use our TMS to extract translatable text, do translation, then translated file can returned to you. • One good solution is ‘translated’ file is placed on staging server or using a ‘shared’ file platform to copy to staging server.
- 45. conversis.com Digital Content Editing(‘DTP’) • Then any editing done on website/email/software ‘in-situ’ and any dependencies (links) can be updated or changed (by the client’s team or by us). • Images, banners and videos also need checking. • Formatting of menus and style formatting needs checking.
- 46. conversis.com Videos, Audio andLive Interpreting • Video – either sub-titling or voice over. Clients can do transcription, generate sub-titles, and can process videos if they have the expertise. Translation company can just translate sub- titles/ transcript, or do full service (including burning in sub-titles and or voice over dubbing, and linking into website etc.) • Audio – as before, need to decide on quality and translation process. • Live feeds – interpreting, with delay? Webcasts – sharing technology. Risks – no QA/ regulatory check! Costings – need 2 interpreters to cover longer work, fee for ‘rights to use the recording’ etc.
- 47. conversis.com • Suppliers willalways provide ball park quotes. • Here’s some ideas of costs: – Translation – normally from £0.10 to £0.20 per word – (Translation memories can reduce costs for repetitions or matches) – Revision - normally ~1/3rd cost of translation e.g. £0.03 to £0.06 per word – DTP - £15-£20 per page, or £7-£12 per page if translated text ‘auto- filled’ in – (Digital content editing around £40 per webpage or email) – Project management – often ~10% on all costs – File preparation, Changes review, Reconciliation of back translation ~£40/hour How can you estimate costs?
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- 49. conversis.com Brief introduction totechnology being used in translation projects right now. What help it gives you, what possibilities to speed up or reduce costs. Can it hinder you? • CAT tools • Translation memories • Workflow/translation management systems • Machine translation Technology to help you (and us!)
- 50. conversis.com Manages the wholeprocess from receipt of enquiry to delivery of final product. Includes: • Generation of quote • Transfer of files etc (can be automated – advantage or not?) • Allocation of resource • Tracking of documents through review process • Invoicing, feedback • Customer relationship system Workflow/translation management systems
- 51. conversis.com Machine Translation Examples suchas Google Translate and more sophisticated programs. • Sometimes used as automatic translate (e.g. websites) • OK for lower quality work, not there (yet) for high quality needs • Good for ‘Gisting’ – could be good way of checking ‘blind’ translation • Can be used with strong revision, but sometimes more trouble than time-saving. • Watch for the future!
- 52. conversis.com Worked example Translation-Localisation-Transcreation • DrWolff’s – Linola® – Dry Skin Treatment cream (example taken from German and English websites) • Take one paragraph of text and 1 image to translate: Source: www.linola.de
- 53. conversis.com • Text translatedusing Google translate (!!) • Translated direct without removing original document formatting Dry Skin - Linola fat Developed early as 1956, Linola fat is still highly topical. It is precisely in children with atopic dermatitis. This cream is widely used because the treatment then without cortisone is possible. • Translated with initial edit to remove formatting Dry Skin - Linola fat Developed early as 1956, Linola fat is still highly topical. It is precisely in children with eczema, this cream is often used because the treatment is then possible without cortisone. Can you spot the problems with the translation? Definition of “Topical” (adjective) 1 Of immediate relevance, interest, or importance owing to its relation to current events 2 Relating or applied directly to a part of the body e.g. topical steroid creams (Medicine)
- 54. conversis.com • Marketing translated directlyGerman to English. • Cultural issues with ‘a lot of fat’ as a great selling point! • Also cartoons are quite ‘germanic’. Would change for UK market.If the skin ... ... is dry and itchy ... is red and inflamed then cream ... ... with a lot of fat ... with plenty of water