Lost in Translation
When dealing with translation into different languages for different cultures, there are certain pitfalls that await those who are not careful. The list of gaffes, some of which have been committed by multinational corporations, is endless.
One big mistake is to think that a name or expression that works in the original language will be acceptable in the target language. The classic example is when General Motors introduced the Chevy "NOVA" in South America, apparently unaware that the phrase "no va" in Spanish means "it won't go". Or consider the pharmaceutical giant that almost called its new weight-loss pill "Tegro". While sounding harmless enough in English, the word sounds exactly like "T'es gros" in French, which means, "You are fat!"
When dealing with translation into different languages for different cultures, there are certain pitfalls that await those who are not careful. The list of gaffes, some of which have been committed by multinational corporations, is endless.
One big mistake is to think that a name or expression that works in the original language will be acceptable in the target language. The classic example is when General Motors introduced the Chevy "NOVA" in South America, apparently unaware that the phrase "no va" in Spanish means "it won't go". Or consider the pharmaceutical giant that almost called its new weight-loss pill "Tegro". While sounding harmless enough in English, the word sounds exactly like "T'es gros" in French, which means, "You are fat!"
Say What?
Another common error is translating word for word instead of conveying the core idea or true message. This can lead to disastrous consequences, like those suffered by the Scandinavian vacuum manufacturer Electrolux, which featured the slogan "Nothing sucks like an Electrolux" in its American ad campaign.
Still another pitfall is failing to research the cultural implications in the local context. In Taiwan, the Pepsi slogan, "Come alive with the Pepsi Generation" translated to, "Pepsi will bring your ancestors back from the dead." In China, the Kentucky Fried Chicken slogan "finger-lickin' good" became "eat your fingers off." Aside from being poorly translated, these slogans would never be appropriate for the Chinese culture, where ancestors are venerated and worshipped, and eating with fingers (not to mention licking them) is considered crude and uncivilised.
Some people mistakenly think they can simply use machine translator software and do away with professional translators altogether. A restaurant owner learned his lesson the hard way when he relied on the local signboard supplier to come up with the English translation for his restaurant. On grand opening day, the restaurant owner proudly displayed his sign, which in English read "translation server error". World Reach
Based in Toronto, Canada, we have access to a global team of multilingual translators, professional business writers, copywriters, technical writers, and voiceover artists who provide quality services quickly at affordable prices.
Our wide range of expertise provides you with a convenient one-stop shop for a full range of business communication needs. We create your effective messaging, translate it into the language(s) of your target audience, present it in the format(s) of your choice, and provide voiceover for presentations as needed.
With experience in different business sectors and a thorough understanding of diverse cultures, our translation professionals make your message appealing to your target audience.
Think Locally
One trap that is not so obvious but can potentially derail your entire message is the use of references that are specific to local context. You may use expressions that are second nature to you because they stem from some common knowledge or experience from your part of the world. These same expressions, even with the most accurate translation, may not ring a bell with an audience living in another part of the world. For example, jargon from hockey, while familiar to a North American audience, may not make much sense to a South Asian audience. On the other hand, allusions to cricket may be totally lost on a North American audience. In such cases, relevant equivalents that are appropriate to the local cultural context need to be found for the message to be delivered properly.
It is difficult for a company or organization concentrating on its core business or services to have the available resources to devote to translation. With multilingual translators who are familiar with local cultures in different parts of the world, Global is a reliable source for all your translation needs!
Another common error is translating word for word instead of conveying the core idea or true message. This can lead to disastrous consequences, like those suffered by the Scandinavian vacuum manufacturer Electrolux, which featured the slogan "Nothing sucks like an Electrolux" in its American ad campaign.
Still another pitfall is failing to research the cultural implications in the local context. In Taiwan, the Pepsi slogan, "Come alive with the Pepsi Generation" translated to, "Pepsi will bring your ancestors back from the dead." In China, the Kentucky Fried Chicken slogan "finger-lickin' good" became "eat your fingers off." Aside from being poorly translated, these slogans would never be appropriate for the Chinese culture, where ancestors are venerated and worshipped, and eating with fingers (not to mention licking them) is considered crude and uncivilised.
Some people mistakenly think they can simply use machine translator software and do away with professional translators altogether. A restaurant owner learned his lesson the hard way when he relied on the local signboard supplier to come up with the English translation for his restaurant. On grand opening day, the restaurant owner proudly displayed his sign, which in English read "translation server error". World Reach
Based in Toronto, Canada, we have access to a global team of multilingual translators, professional business writers, copywriters, technical writers, and voiceover artists who provide quality services quickly at affordable prices.
Our wide range of expertise provides you with a convenient one-stop shop for a full range of business communication needs. We create your effective messaging, translate it into the language(s) of your target audience, present it in the format(s) of your choice, and provide voiceover for presentations as needed.
With experience in different business sectors and a thorough understanding of diverse cultures, our translation professionals make your message appealing to your target audience.
Think Locally
One trap that is not so obvious but can potentially derail your entire message is the use of references that are specific to local context. You may use expressions that are second nature to you because they stem from some common knowledge or experience from your part of the world. These same expressions, even with the most accurate translation, may not ring a bell with an audience living in another part of the world. For example, jargon from hockey, while familiar to a North American audience, may not make much sense to a South Asian audience. On the other hand, allusions to cricket may be totally lost on a North American audience. In such cases, relevant equivalents that are appropriate to the local cultural context need to be found for the message to be delivered properly.
It is difficult for a company or organization concentrating on its core business or services to have the available resources to devote to translation. With multilingual translators who are familiar with local cultures in different parts of the world, Global is a reliable source for all your translation needs!
| Copyright @ Global Translation & Writing Services © 2009-2010. |
|
