There’s no denying that the future of translation involves working with technology, but it’s a misconception to believe that machines can do the full work of a translator.
Using auto-generated machine translation tools such as Google Translate can have advantages, including quick turnaround time and zero costs, as well as a lack of ‘human error’. Nevertheless, the cultural and contextual mistakes which machine translation can make are far more damaging than a translator may perform.
Google Translate, for instance, suffers from being unreliable when a language is not widely spoken. For example, if Google were to translate a sentence from French into Estonian, as the machine still does not have the capabilities to perform a direct translation, the text will be translated first into English and then into Estonian. The use of English as a ‘middle’ language (or ‘pivot’) can cause a loss of meaning or nuance at some point during the rendering of the translation.
A translation that does not relay effectively cultural connotations to its readers can confuse or even offend a target audience. Of course, any mistakes can still make translations look unprofessional and unpolished. This is how translators add more value and importance to your media – the human element enables them to interact with your material in a way that machines cannot.
While a professional translator will normally work by themselves, by using a translation service you will have the support of a specialised team. From the project manager, who will deal with your request and will assign the appropriate translator for you, to the translator themselves, to the proof-reader who will make sure that there are no mistakes before sending the finished product. Although translators often use machine-assisted translation software, they use it as a way of reducing the time it takes to translate large texts and to avoid human error. They then adjust any cultural and contextual mistakes that the machine has made with their own expertise. They combine the best of both worlds: their skills as a translator and the benefits of technology.
Machine translation may be appropriate for small, educational translations for your own use. However, once there is another party involved, such as a new target market, it is highly recommended that you put into consideration the benefits of achieving a high-quality translation by using a translation service.
At AccuEast, we ensure that any translation is dealt with accordingly by providing all the necessary resources to meet your translation needs. We assign experienced professionals with field-specific specialisms pertinent to your needs for the most accurate translation.
For more information on translation and the other services that we offer, please don’t hesitate to contact us.
Our English to Japanese translator and proofreader, Oliver, tells us a bit more about himself and what he does here at AccuEast! Read on below to find out what he does on a daily basis and the difficulties he finds in his role.
Can you introduce yourself and tell us about what you do at AccuEast?
My name’s Oliver and I am a final year undergraduate at Newcastle University, studying Japanese and French with a major in Translation and Interpreting. At AccuEast, I work as an English to Japanese translator and proofreader.
Would you say that translating into Japanese is more demanding than translating into English?
Absolutely. You tend to understand the colloquialisms and cultural connotations of your native language, which makes it much easier when deciding on how to express a certain idea. As a non-native Japanese speaker, there are many cultural concepts which I have still not come across, so I need to pay more attention when translating.
How do you deal with these difficulties?
We live in an age where the internet is a blessing rather than a hindrance. Most cultural or language doubts which I may have can be resolved by searching online forums, newspaper articles, encyclopedias, etc. Many people assume that you should not use the internet since it can be unreliable, and although I agree to a certain extent, it is my job as a translator to find out which resources are trustworthy and which ones I should avoid. Without these resources, I would be at a loss in many occasions.
You mentioned ‘most’ and not ‘all’ doubts. What do you do when you simply cannot find an answer?
If I find it impossible to find a solution, I have two choices:
Could you go into a bit more detail as to what is the editor’s role in the translation process?
To put it simply, the editor makes sure that there are no major errors or typos in the translator’s work. The work of an editor is crucial during the Quality Assurance process as attention to detail is of the utmost importance when delivering a translation to a client. If the editor notices any anomalies or is unsure of what the translator is trying to say, they can either correct it directly or highlight it and send it back to the translator for further clarification. What makes the editor’s job so demanding is that they must not only think about the text in the translated language but also what the text looked like in its original language. Therefore, the editor must be as confident as a translator in their language skills.
Of course, to make the editor’s job less stressful, I try to make sure that my work is as accurate as possible. Nevertheless, translators have to deal with time constraints and technology which often produces unwanted typos, thus making it very difficult to avoid the occasional error.
So your translation has gone to the editor. Then what happens?
Depending on the client’s needs, we often include a proofreader in the process. The proofreader’s job is to make sure that the translation is 100% accurate and is ready for delivery. The proofreader does not need to think about the original text, and a lot of proofreaders only speak one language (the one they use when proofreading). However, they must be very fast readers and must possess incredible attention to detail, as this is the last time that someone will look at the completed translation before it gets sent off.
Are all these steps really that necessary? Wouldn’t it be faster to let the translator do it all?
It would definitely be faster, but the quality of the finished product would be worse. At the end of the day, translators, editors and proofreaders can only work so many hours. The more tired we get, the more likely we are to make a careless mistake or overlook a serious typo. To avoid this, AccuEast prides itself in giving our customers several options to make sure that their translation is as accurate as possible. If they only want a short extract translated, then maybe they will only request one translator. However, the longer and more technical a text gets, the more likely it is that a customer will want not only an editor but also a proofreader to be included in the project.
AccuEast always places the client’s needs at the forefront of its services. If the client needs a particular service, we will do whatever we can to meet their demands.
For more information on AccuEast, translation, or the other services that we offer, please don’t hesitate to contact us.
Whether your translation entails a legal document, an instruction manual, or a promotional leaflet, knowing whether to request a translation or localisation service incredibly important for the quality of the finished document.
Translation is normally the conveying of written information from one language into another. Although a professional translator will make sure that the translation is accurate in the target language, the purpose of the translation may vary widely between the customer’s expectations and the translator’s. For example, if a legal document detailing the policy of a Chinese company were to be translated into English, it would be assumed by the translator that all clauses are to be translated. Nevertheless, this may be to the detriment of the final product if the translated document were to be used by that company’s subsidiary in England, as British regulation is different from Chinese regulation. When the translated text begins to need changes so as to ‘fit’ the target culture, this is when the need for localisation arises.
Localisation still requires a translator, but what the translator does can differ depending on the document. If there are cultural elements which may not be understood or could even offend readers within the translated text, you perhaps should consider using a localisation service. For example, an American game called ‘Fallout’ contained a grenade-launcher called ‘Fat Man’, which is a reference to one of the atomic bombs that was dropped on Japan during WWII. Naturally, this name was changed in the Japanese translation of the game so as to not upset viewers. Indeed, making changes to a text based on cultural connotations can be the difference between producing an acceptable translation or a PR catastrophe.
As a general rule, localisation is normally required if it contains the following two types of content:
If you believe that your document contains information which needs to be adapted for your target audience, then it is advised that you request a localisation service rather than a translation.
For more information on translation, localisation, and the other services that we offer, please don’t hesitate to contact us.
Image courtesy of canva.com
When considering the difficulties of legal translation, a few come to mind. First and foremost is the preservation of accuracy. Although accuracy in translation is always of paramount importance, in this case, using the wrong terminology or disregarding cultural connotations could cause a translation to become void, putting at risk the entire legal process.
Each country has a different approach to law – for example, France’s use of secular laws. A translator must understand both the terminology and the cultural significance of each country’s law. If a lawyer cannot practise law outside their own country (or even state, as occurs in America) without the proper qualifications, something similar can be said for legal translators. Although there are no official legal translation qualifications in the UK, there is a set of standards that translators should be aware of when accepting a job that contains legal terminology. Since understanding legal terminology can be quite difficult, it is often the case that legal translators have some form of legal training, although this does not always apply.
Two predominant ways of tackling a legal translation in this industry are standard legal translations and translations with a legal review. While the former entails two legal translators (one who translates the document and one who reviews it), the latter comprises of a legal translator who will undertake the translation and a legal professional who will review it to make sure that everything is in place. Whether your document goes through one process or the other, the importance of making sure that your translation is completely accurate for your legal needs cannot be understated.
Although many legal professionals may believe that a verbatim (word-for-word) translation of a document is the best approach to make sure that there is no miscommunication across languages, where this type of translation may be useful for the distribution of documents in-house, it has no legal credibility. The lack of consideration for cultural context and official laws could put an organisation or individual’s reputation at stake, which is why verbatim translation in this case is advised against and a legal translator recommended.
If you wish to have a legal document translated but want advice on which service to use, please don’t hesitate to contact us.
Image courtesy of Canva.
What is a patent?
In the UK, intellectual property is an umbrella term for copyright, patent, designs and trademarks, some of which you must apply for. This piece will be discussing patents which must be: something that can be made or used, new and inventive (not just changing something that already exists).
What is patent translation?
Patent translation is a very specialised task – it involves converting patent related documents into a different language. This is important as in the UK patents are expensive and difficult to get. This includes but isn’t limited to claims, prior art, legal documentation (including relating to a patent dispute) and a description and drawings.
Why hire a translator?
As it’s so very specialised (including with specific scientific and legal terminology), patent translation involves industry specific translators that are matched to every project. This way they have knowledge of the field that you are attempting to enter as well as the scientific and legal road blocks in your way. At AccuEast, we have experts in the medical, pharmaceutical, architecture and civil engineering, chemical, biotechnology, finance, and industrial technologies industries. Our experts are matched to your specific project and with our customer service available 24/7 we take great steps to ensure that your intellectual property is safe.
With patents you not only need an expert in the field you’re intending to file your patent in – but also an expert in your target market’s patent subject itself. Translators offer a range of services – not just translating your document – including helping with legal matters, translating specific patent language and any other assistance you may require filing your patent in a new market.
Why is it so important?
The WIPO (World Industrial Property Organization) also offers the Patent Cooperation Treaty (PCT), where an inventor can have patent protection in 148 countries; however, a single mistake can lead to this declared void. Similarly, the UK comes under the European Patent Office (EPO), where successful applicants are given patent protection for all 38 member countries. Online you can often search patents with other languages but you need a translator for the more complex details.
Patents are incredibly complex, and our experts have knowledge of the processes you will need to go through to apply for one. We offer an end-to-end, high quality, fast turnaround for your needs.
For more information on our services, please contact us.
UK Intellectual Property Office: https://www.gov.uk/intellectual-property-an-overview; https://www.gov.uk/patent-your-invention
European Patent Office: https://www.epo.org/searching-for-patents/helpful-resources/asian.html
There are a lot of reasons why hiring a translator is better than using digital translation services – grammar, syntax and localisation help are some, but specific to marketing and advertising is transcreation, where a message is fully considered down to its tone, style and context.
How can transcreation go wrong?
A famous example of this is Pepsi – when Pepsi entered the Chinese market, it launched with the slogan, “Pepsi Brings You Back to Life.” This phrase actually translated into “Pepsi brings your ancestors back from the grave” – not a good way to advertise in the Chinese market! Though the translation was technically correct, the meaning and integrity of their message had disappeared.
So why are transcreation writers so important?
Well, for a start they’re actually writers. As well as being translators, they also act as copywriters and have marketing experience. Instead of just receiving a piece and translating it (as Pepsi attempted to), people involved in transcreation tends to receive a brief and come up with a relevant campaign for your new market. They need to fully understand your wants, needs and current business state so that they can help you achieve your goals. This way your copy resonates in a creative way – not just like someone translated it into the local language!
This means the message is both new and old.
Because you’ve taken the time to fully localise your message, it will resonate with a completely different segment group. Even though the translation itself may not be the same, the actual meaning and integrity of your original message is preserved. This isn’t the same as with a basic translation – this is more about meaning and ensuring that your message still impacts audiences the same way as in your original market. This means that when you want your audience to do something – say, interact with emotional content or click through – transcreation is ideal.
Transcreation is more.
It also involves going into other dimensions of media – which images resonate well with audiences (which don’t?), when it’s best to launch a campaign, is there more that can be done with your campaign to resonate with your chosen target market? Even though a translation may be technically correct, it may not be received well enough by consumers.
Employing a company like AccuEast in transcreation means you are receiving a full, marketing service. We truly help you try to reach your chosen market segment in your new environment.
For more information about transcreation or other services we offer, please contact us.
Image courtesy of Canva.com
With the next Winter Olympics already being planned in Beijing (and an absolutely glowing closing ceremony including Flying Pandas in PyeongChang), at AccuEast we’ve decided to take a look at how translation affected the games and its 200 nations of participants!
1. The Olympic Channels
The Olympic Channels don’t just translate to different languages – there are actually multiple social media channels streaming content in their audience languages, including Korean, Spanish, Portuguese and English. This way the content is targeted specifically at their audiences.
2. 15,000 eggs – they’re not yolkin’ around!
What’s the worst translation error you’ve made? Was it not realising that Venti means 20 and buying a coffee that was way too big for your appetite? Well, in an example of how translation is truly relevant, Norway accidentally ordered 13,500 eggs too many for their 100 athletes at the Olympic Winter Games.
It’s examples like these that show us how translation is remaining relevant despite technology’s advancement – some suggest Google Translate was used in the error, but South Korea also has a different counting system which is purpose-built. With AccuEast, we have native speakers who ensure that your message is localised and you don’t have this egg-sperience!
3. Genie Talk
It’s not in a bottle, but it is magic! “Genie Talk” is an app that’s the official translation app for athletes and sports officials during the 2018 Winter Olympics. Developed by a local Korean software firm, it translates Korean, Japanese, English, Chinese, Spanish, French, German, Russian and Arabic!
4. A message of warm welcome for Beijing 2022
Chinese President Xi Jinping invited the world to Beijing during the closing ceremony of the Winter Olympics with a pre-recorded message, stating “Together with all the Chinese people, I welcome friends from all over the world. See you in Beijing in 2022.” As over 200 nations participated in the Winter Olympics, imagine how many languages this message was translated into! With just 8 minutes to demonstrate how Beijing is ready for the landmark achievement of hosting the first Summer and Winter Olympics in history, Chinese film director Zhang Yimou used projection screens and subtitled video clips to demonstrate China’s achievement.
Although the Winter Olympics may be over we still believe that the translation lessons learned here are still relevant. Language is much more than copying and pasting into another dialect, and hiring a translator like AccuEast enables your message to be made truly local.
Don’t get egg on your face – talk to us about how we can make your message global!
The Guardian, https://www.theguardian.com/world/2018/feb/08/norway-olympics-team-orders-15000-eggs-by-mistake-south-korea
The Olympic Channel – Twitter, https://twitter.com/olympicchannel?lang=en
Huffington Post, http://www.huffingtonpost.co.uk/entry/2018-winter-olympics-closing-ceremony-live-updates_us_5a9167f9e4b03b55731c8f02
Image courtesy of Canva.com
Voiceover, or dubbing, is a linguistic art that enables your audience to understand your media without the difficulty of reading subtitles – particularly important with the rise of “dual screening”, where audiences engage with more than one media at a time!
Voiceovers give emotional depth in a chosen market and enable you to connect with an audience more readily. Intonation and rhythm are important to dubbing, and it’s a complex art that not only involves translating material appropriately but ensuring that it matches seamlessly with the original media. For film, this means that language must be recreated with the original source material; for advertisements, this means that the message must be put in a local market context and then dubbed. If even one aspect is wrong – tone choice, rhythm, syntax or translation – it can spell disaster.
Voice actors and voice actor choice is also integral to voiceover. Voice actors must be carefully selected, and able to convey the correct emotional mood. They must be able to engage with the audience as if it were a home market, finding the best pitch and cadence for the material.
Putting all these things together is how AccuEast translate for you. We ensure that the work is high quality and resonates your original message, but for a new market. With Customer Services available 24/7, we’re also here if you have any questions throughout the voiceover process.
For more information about our voiceover or other services offered, please Contact AccuEast
Computer World (https://www.computerworld.com/article/3123729/retail-it/a-new-channel-challenge-for-retailers-dual-screening.html)
World Good Voices (http://www.worldgoodvoices.com/index.php/Mall/Index/channel/id/4.html)
Often complex and nuanced due to language syntax and colloquialisms, subtitling is an AccuEast specialism that enables our clients to convey their messages directly.
Subtitling is a precise task, as text must appear and disappear exactly when words are said but also remain long enough to be read. Text should have a minimum display time, such as 1½ or 2 seconds, but when dialogue becomes rapid this can be complicated.
It’s important to ensure that your target market can read your message and follow what’s happening in your video – if it’s a CEO discussing their company message this can be easier, but if there are lots of visual aids or action going on in a video this can be more difficult. That’s why AccuEast ensure that there is balance to the timing of your subtitling so that your intended audience can feel the full effects of your work – even if it’s in another language.
Maintaining subtle nuances is important as well – as our language is what often defines us, we try to keep your phrases and filler words like “but”, “ah”, etc, as well as background noise so that your audience can truly feel like they are hearing your words. This also means including colloquialisms and repositioning messages for our new audience – making it so that your chosen market truly knows that you have taken the effort to localise your message. Our 24/7 Customer Services also work directly with you so that you’re truly comfortable with the message that is being conveyed to your audience.
As subtitling is so exact, at AccuEast we use the latest technological tools to break it down into the following steps, enabling a fast turnaround:
1. Spotting – here we examine your footage, identify any timing that needs to be addressed at any later phases, and examine camera shots and footage to see how they will impact the subtitling process.
2. Translation – this is where our translation service take place, including examining your vernacular, personal language and any background noises. This has to be done in a very technical manner to convey meaning to the audience in an efficient timescale – which is why we sync up our translating work with our spotting work.
3. Simulation – at this stage we ensure that everything matches up and that everything reads naturally.
4. Correction – the end of our process – double checking for errors, as we value high quality content and readjusting the text if necessary. After this stage you can promote your content globally with ease.
An example of our previous subtitling work is below.
For more information about our subtitling or other services offered, please Contact AccuEast
There are more than 250,000 translation companies around the world. Some of them feature extensive translator resources. Some boast to specialise in certain industries. Some are committed to one or several language combination(s). To assess whether a translation company is able to deliver up-to-standard projects, the following factors should be taken into consideration: legitimacy, clients, testimonials, translator registration criteria, translation technology knowledge, quality assurance, customer service, dispute settlement, and more.
At AccuEast, our streamlined work process includes Solution Design – Translating – Proofrading & Reviewing – Project Manager Final Check – Delivery – Client Feedback. Your project manager will be ready to hear what you want to say at any time and will send frequent updates of project progress.
More about how to work with us, please go to “How we work” on the top of the screen.
Reach out to us today to discuss your needs and request a free, no obligation quotation.