Resetting your translation can be embarrassing

Just ask Hillary Clinton how embarrassing it can be. She recently presented a gift to the Russian Foreign Minister Sergey Lavrov and got the translation of the word “reset” all wrong. 

The translation Clinton’s team chose was “peregruzka” which actually means overloaded or overcharged rather than reset.  Oops.  When trying to impress or create a better relationship, it is better to get the translation just right otherwise the well intended gift could be an insult.

The same principle can be applied to translating your business documents.  Don’t take a chance with a translation in Bablefish or on freetranslations.com.  It could be a gaffe that you could cost you dearly. And there may not be a reset button you could push. 

4 Common Translation Myths

Often when our clients come to us for translation, they have never had to translate their documentation.  However, translation is in fact a serious business that should be approached thoughtfully in order to avoid poor results. There are four translation myths that many people don’t bear in mind regarding the translation industry.

1.  If you know a foreign language, you can be a translator

This is perhaps the most common translation misconception and the most damaging one. Being able to read, speak and write a foreign language does not give anyone licence to undertake translation work. Firstly, a translator must have an in-depth understanding and knowledge of at least two languages: a foreign language and a mother tongue. Secondly, translating is a skill. You must be able to write well and have an excellent command of the nuances in language use. Thirdly, language is not free of cultural influences. If the culture behind the language which is being translated is not appreciated, an accurate translation is extremely difficult.

2.  Translating is simple and easy to do

Translation is far from easy. Translation is an intricate, complex and arduous work. Having to simultaneously concentrate on two different texts, often times very technical documentation is mentally taxing. This is because a translator is continuously moving between two languages and contexts. A translator must first read and register source information then manage to understand the text and all the nuances completely and then present it accurately in the target language. This means having an excellent vocabulary and appreciating the subtleties in language such as phrases, metaphors, tone and intention all in under tight time constraints.

3.  Computers can now do translations

We have yet to see a translation program that is able to take the place of a human translators. This is because computers do not understand what language is, how it is used, the subtleties within it and the ever changing use of it. Language is very organic and placing code to understand it’s context has yet to be executed more precisely than human translations.  Computers may be able to translate simple one-dimensional sentences but they will never be able to tackle the complexities within literature or technical texts.

4.  Having a professional translation is not imperative

It may be true that professional translators are not always necessary, however if the translation is to be accurate and professionally prepared and presented then an experienced translator is essential. Bad translations lead to many problems including people misunderstanding texts which ultimately reflect poorly on a company or organization. If you want your car fixed you take it to a mechanic, not a car salesman. He may know a bit about cars but not enough to address your car problems with the experience of a professional.

Your documentation has been established to help your products and services serve your customers more effectively.  Our clients spend a lot of time and resources developing their documentation.  Don’t cut corners on this step because your international reputation and customer relationships may be negatively affected.

Kentucky Fried Chicken, Lost in Translation - Translation Mistake

When translated into Chinese, the Kentucky Fried Chicken slogan “finger-lickin’ good” came out as “eat your fingers off”

Be careful that it is not just your words being translated but also their meaning.  Don’t get lost in translation.

Salem Cigarettes, Lost in Translation - Translation Mistake

The American slogan for Salem cigarettes, “Salem - Feeling Free,” got translated in the Japanese market into “When smoking Salem, you feel so refreshed that your mind seems to be free and empty”.

Not really something you want associated with your brand - right?

When you are taking your products and services global be sure to have a professional translation agency translate the words and localize the meaning of your slogans.

Scweppes Tonic Water, Lost in Translation - Translation Mistakes

In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water.

Be sure to have your translation company translate the words and their meaning before you take your product or service into the global market.

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