Translation

Getting it Right

A guide to
buying translation
 If you’re not a linguist Q: Translation, interpreting
yourself, buying translations — what’s the difference?
can be frustrating. A: Translators write;
interpreters speak.
The suggestions in this guide If you’re working with written documents — a user
are aimed at reducing stress manual for your German customers, billboards for a sales
campaign in Argentina, reports filed in Chinese by your
and helping you get the most new subsidiary in Shanghai that you must read and
understand — you need a translator.
out of your translation budget. If you want to interact with people in a foreign
language on the spot — a lab tour with Mexican
visitors, a board meeting in Japan, a parents’ evening
with a family recently arrived from Romania — you
need an interpreter.

2 3
 Does it really need A picture is worth
to be translated? a thousand words
Rather than blindly translate documents in full — Take the burden off the words
hundreds of pages — decide with whoever the text is Judicious use of maps, pictograms and diagrams can
designed for (or your sales team) what information is be far more effective with international readers than
actually required. You can generally axe padding, rambling explanations and hyper-technical descriptions.
including lists of all the in-house departments that have Your translator’s job will be easier; there will be less risk
worked to make the product a success. Your foreign of missing the precise technical term. And your
clients/partners won’t care. Such passages can even translation bill will probably be lower.
make your company appear self-centred and arrogant.

• Swedish furniture and housewares giant Ikea has 316 stores

• A company in France trimmed a 500-page manual by half in 38 countries where 25 different languages are spoken. It uses
with the help of an expert translator, who flagged sections that largely word-free diagrams to guide customers through kit
didn’t apply to foreign clients before starting the job. assembly. 80% of instructions are pictures only; the remaining
• A firm of patent lawyers in California regularly turns to 20% require text to communicate safety information.
a specialist translator for a quick oral summary of Japanese • Each year, London’s Heathrow Airport moves over 65
patents. Together, they then select documents that need a million travellers from all parts of the world through its five
full translation. terminals using internationally-recognised pictograms.

Translate only relevant sections of Only use text when you have to or when
existing documents, or produce shorter it is the most effective means of getting
texts and have these translated. your message across.
4 5
 Think international How much will it cost?
from the start Translation prices range from 1 to 10 (or even 100), and
while high prices don’t necessarily guarantee high
Avoid culture-bound clichés. References to your national quality, we submit that below a certain level, you are
sport may well fall flat. Ditto literary/cultural metaphors. unlikely to receive a text that does credit to your
And tread carefully with references to the human body, business and its products. If translators are netting little
viewed differently by different cultures. more than a babysitter, they are unlikely to be tracking
For written documents, don’t box yourself in by linking your market with the attention it deserves.
your pitch to visuals that may not carry the same meaning Be realistic. How many pages can a translator produce
outside your native country, forcing translators to resort to in an hour? How much time do you expect him or her to
awkward wordplay and cumbersome workarounds. spend crafting the text that will promote your product or
service? (How much time did your team spend
producing the original?)
A British PM told Japanese industrialists that he planned “to go When choosing a translation provider, calculate how
the full monty” in fixing the UK economy. Blank faces: cultural much you’ve spent developing the product or services
gap. (In 1942, Field Marshal Montgomery had flummoxed non- you want to promote outside your country. If you can’t
British BBC listeners with a cricket metaphor: “We’ll hit them afford a professional translation, perhaps you aren’t ready
for six!”, he told troops on the eve of the battle of El Alamein.) for the international market yet.

The added value that a translation

company offers (translator selection,
project management, quality control,
By all means keep some local flavour, but file conversions, standardised presentation of
check with your foreign-text team to multilingual projects, etc.) also has a price tag,
make sure that adaptation is possible. but can save you hours of work.
6 7
 How important is style? Specialists will often refer to
Tehao Rechargeable shaver RCCW-320: Smuggle the razor
accurate yet unpolished work as
blade (reference value around 400 g) on your muscle “for-information” translation. It
vertically. Then drag your skin and shave back slowly.
can generally be produced more
Often, texts like these are produced by translation
quickly and cheaply than “for-
software or by non-native speakers struggling away with publication” work.
a grammar book in one hand and a dictionary in the
other. They are good for a laugh.
Other translations are technically accurate, yet the
sentences don’t flow as smoothly as they might; word
order or choice of vocabulary may be unduly influenced
by the original language. They’re not particularly
But if you’re trying to sell
effective for selling but may be good enough for readers or persuade, or if image is
who know the subject and can — or have time to —
read between the lines. important to you, that
Many suppliers routinely provide probably won’t be enough.
“for-information” translation as
standard work, as opposed to a
“rewrite”, “adaptation” or “transcreation”.
To avoid misunderstanding, clarify this up front.
And get it in writing.
8 9
 Resist the temptation Finalize your text before
to do it yourself starting the translation
Speaking is not writing. Oral fluency does not guarantee Tempting as it may be to get your translation project
smooth, stylish writing. Even if you regularly negotiate rolling as quickly as possible, having translators work
successfully in French, German or Spanish, and spend from a draft-in-progress will almost always be more
lots of time in the countries where those languages are time-consuming — hence more expensive (and
spoken, 99 times out of 100, your written command of a probably more frustrating) — than waiting for the
foreign language will be immediately recognisable as final text to be ready. Even worse, the more versions
“foreign”. you have, the more likely it is that errors will creep
This may or may not be important. It may not be into the final version.
important if (1) your main selling point is price (price-
driven clients will put up with a lot if they manage to
understand the basics) or (2) you want to emphasize a
certain foreignness (think Audi’s “Vorsprung durch
Technik” slogan or the Perrier sales campaign for “H2Eau”).

Sometimes you have no choice.

If you want to project an international Sometimes deadlines are so tight that
image, you will probably be better work on the translation must begin
served by a less ethnic approach. In before you’ve finalised the original text. If so, be
many cultures, awkward or sloppy use of the sure to clearly time- and date-stamp each version
local language — especially by a native English and always mark changes from one version to the
speaker — is not amusing. It is insulting. next for your translators.
10 11
 What about The limitations of computer-
translation software? generated translations are nothing
If you’re pressed for time and want to get the gist of new: early on, The Wall Street
something for your own use (in-bound), translation
software may be helpful. It is certainly fast. And you can’t Journal tested two free online
get much cheaper than free.
But as a general rule of thumb, don’t use raw
services and concluded: “These
computer output for anything out-bound without the services are passable for travellers
express agreement of your clients. It’s simply not
suitable: you run the risk of looking inarticulate. Even or for those wanting to translate a
stupid. Careful editing of machine output by skilled
human translators is one option, although not all letter from a distant cousin. I
translators will accept such assignments. Many insist
texts generated by computer programs are so skewed
definitely wouldn’t use them for
that it’s faster to start from scratch. business or anything that remotely
requires accuracy.”
Some translation providers and others Since then, algorithms have
have developed proprietary software
for specific language pairs and subjects;
improved the quality of automatic
their gisting will be much better than any of the translation, but it’s still a very risky
off-the-shelf packages. But it will not be free and
it will still need human revision. option for out-bound texts.
12 13
 Tell the translator Teachers, academics and
what it’s for students: at your own risk
A speech is not a web site. A sales brochure is not a For many companies faced with foreign-language texts,
catalogue entry. A graph heading is not a directional the first stop is the language department of a local
sign. An article in the Daily Mail is not a prospectus school or university. While this may — sometimes —
for an Initial Public Offering. work for in-bound translation (i.e., when you want to find
Style, pronounceability, word choice, phrasing and out what the other guys are up to), it is extremely risky
sentence length will all vary, depending on where your for out-bound material, especially promotional texts.
text will appear and what you want it to achieve. An Teaching a foreign language is a demanding activity
experienced translator will probably ask you for this that requires a special set of skills. These are rarely the
information, so make sure you know yourself. same as those needed to produce a smooth, stylish
You’ll get best results from developing an ongoing translation. The risks are even greater if you opt for
relationship with a translator or team of translators. The student translators, which may seem like a nice,
longer you work with them and the better they inexpensive option.
understand your business philosophy, strategy and
products, the more effective their texts will be.

Would you approve of medical students

performing minor operations to pay
their way through medical school?
Be sure to tell your translators what your (Would you describe your brochure/ letter/annual
text is for, so that they can prepare a report/speech as “minor”?) Would you have your
foreign-language version with maximum company’s financial statements prepared by
impact for that particular audience and medium. business students to save money?
14 15
 Professional translators work What language do
into their native language your readers speak?
If you want your catalogue translated into German and Spanish for clients in Madrid or in Mexico City? British or
Russian, the work will be done by a native German American English? Contact your foreign partners to find
speaker and a native Russian speaker. By the same token, out precisely what is needed.
native English-speakers translate from foreign languages Your reader profile is also important. Do you want
into English. German for doctors and other medical personnel, or
As a translation buyer, you may not be aware of this, for consumers? Are you selling savings products for
but a translator who flouts this basic rule is likely to be the general public or investment funds for financiers
ignorant of other important quality issues as well. in Luxembourg? Remember, too, that some countries
OK, there are exceptions. But not many. If your require documents to be available in two or more
supplier claims to be one, ask for an example. If it’s languages; non-compliance can result in fines or
factually accurate and reads well, and if she guarantees worse. And be sure to include country codes for
equal quality for your text — why not? Sometimes a telephone and fax numbers.
linguist with special subject-matter expertise may agree
to work into a foreign language. Such translations must
be carefully edited — not just glanced through — by
alanguage-sensitive native speaker before use.
Speak your readers’ language. Put
Do translators living abroad lose yourself in their shoes, and zero in
touch with their native tongue? on how your products and services
At the bottom end of the market, can serve their needs. Be concrete. Be specific.
perhaps. But expert linguists keep their (The same applies to your promotional materials
language skills up wherever they live. in your source language, of course.)
16 17
 An inquisitive translator The more technical your
is good news subject, the more important
No one reads your texts more carefully than your
translator. Along the way, he or she is likely to identify
it is that your translators
fuzzy bits — sections where clarification is needed.
This is good news for you, since it will allow you to
know it inside out
improve your original. Supply basic information to five native speakers of any
language, ask them to write up a 100-word product
description, and you’ll get five different texts, some
• A European video-games specialist notes that management clearer and more readable than others. People familiar
did not really understand their own stock-options policy until an with the subject are likely to produce a better text. The
English translation was commissioned: the translator asked many same applies to translators.
questions and delivered a version far clearer than the original. Whenever possible, know your translators — not just
• “We try to wait for our texts to come back from the the project managers, but the translators themselves, the
translators before going to press with the original French,” says people who actually produce your texts. And make sure
the chief economist of a major bank in Paris. “The reason is they know you.
simple: our translators track our subjects closely. Their critical
eye helps us identify weak spots in the original.”

Talk to your translators. They should be

Good translators strip down your at home with the subjects they translate;
sentences entirely before creating new if not, it’s time to change suppliers.
ones in the target language. And they Translators should not be learning the subject at your
ask questions along the way. expense unless you have expressly agreed to this.
18 19
 The home stretch: have Typography varies from
typeset copy proofread language to language
by your translator Many printers and office staff are unaware of this —
or don’t take it seriously — and may “adjust” foreign-
Always. Even if you have a sound procedure in place, language texts to bring them into line with their
with reliable translation providers who know your own standards.
company inside out, last-minute additions (headings, French has a space between a word and the colon
captions, word changes) by well-meaning non-linguists that follows, and uses « » for quotation marks. In German,
can sabotage an otherwise effective document. all nouns take capital letters. In Spanish and French,
It’s easy to stumble. A well-meaning German neither months nor days of the week take an initial
businessman axed the “s” from “Headquarters,” explaining capital. Oh, and never type just an “n” when Spanish
“we have only one.” And French typesetters regularly add requires an “ñ”...
an “s” to “Information.”

Be sure to have a language-sensitive A bilingual banner in the US celebrated 100 anos of municipal
native speaker on hand to vet final history. Año is year; ano is anus. (Would you leave out the
fiddling – ideally, this person will be squiggle from the letter “q”? What a ouestion!)
your professional translator. If not, he or she
must be genuinely language sensitive. Beware
self-described experts with vague legacy skills, Even if each typesetting glitch is minor,
no matter how impressive they may seem to the cumulative effect is off-putting for
monolingual staff. For the same reason, don’t foreign-language readers. Respect the
finalise changes to foreign texts by telephone. typographical conventions of the language you
They are often misheard. are working into.
20 21
 Translators and bilinguals: “Technical terms pose
take a closer look few translation problems.”
Professional translators are writers and produce texts that A widely-held myth.
read well in the target language. They are usually fluent
in their source language(s) as well. But they are above all True, scientific nomenclature in fields like botany and
effective bridges between the languages they work in; zoology is both rigorous and international — when
they can render the message of the original text, with properly used. And an illustrated parts list in, say, a tank
appropriate style and terminology, in their native language. maintenance manual, will normally be fairly
Bilingualism is something else. Bilinguals speak straightforward to translate. .
two languages fluently, but are not necessarily good Yet even specialists writing on technology in their
at moving information between the two, especially own language can trip up.
in writing. And many people described as bilinguals Technical translators, like others, must ensure that
overestimate their communication skills altogether. their output reads at least as well as the original, and
sometimes better — hardly surprising, since it benefits
from the concentration and skills of a second specialist.
Lina’s, a pricey French sandwich chain, advertised for Incorrect use of technical terms often means translators
franchisees abroad with a text concocted by a self-proclaimed are out of their depth. One solution is to ask subject-
bilingual employee. Slogan: “Tomorrow, we will expect matter specialists for input and review.
on your dynamism.” Response: zero.
Always arrange a final check by a
professional translator for grammar,
Bilingualism on its own is not syntax, punctuation and style before
a guarantee of written fluency going to press, especially if your subject-matter
or skill in translation. experts are not native speakers.
22 23
 Choosing a Plan ahead: if your company has
translation provider its eye on markets abroad, start
Glossy brochures and earnest and/or hard-hitting sales looking for translation talent
pitches are one thing, genuine skills another.
Ask potential translation suppliers for samples of their now. And once you begin
work — not just client names, but texts they’ve
produced and sold. If a supplier is bidding to translate
producing texts for translation,
your web site, ask to see web sites they’ve already give your translators as much lead
translated. Ditto brochures and speeches. Run samples
past a trusted, language-sensitive native speaker time as possible.
(perhaps a foreign subsidiary or partner) for an opinion.
If translation providers have been in business for Take control of the controllable:
several years and can’t show you any work they’re
pleased with, you’re in trouble (so are they).
consider producing an in-house
Tell suppliers that their name(s) will appear alongside glossary. (This is also an excellent
photo and design credits on the document they produce.
way of making your original
Printing translator credits in your
document costs nothing and encourages documents more consistent.)
suppliers to deliver top-quality work.
Note: translators may insist on signing off proofs
Work with translators and in-
to protect their reputations from last-minute house staff to develop a bilingual
fiddling at your end. This is in everyone’s best
interest. Accept immediately. or even multilingual version.
24 25
 What do you Get involved
really need? If you don’t invest time in briefing your suppliers,
you’re unlikely to get what you want or need.
For-publication, for-information, raw computer It may take only 10 minutes longer than telling your
output, gisting—what kind of translation (and assistant to “get this translated”, but if the right person
budget) do you need? spends those 10 minutes chatting to the translator (or
One approach is to calculate how many people will even the project manager), you will probably save
be reading your texts (nation-wide press campaign or in- money and stress further down the line.
house memo for a team of 12?). How would a seriously To find a professional translator or interpreter, visit
flawed translation affect your corporate image and/or the ITI website: www.iti.org.uk
legal liability?
Now take another look at your budget.
Translation is an industry of niche markets. Even the
for-publication category covers a broad spectrum of
services and suppliers, commanding an equally wide
range of prices. The team that did a perfect job on your Institute of Translation and Interpreting
software manuals is not necessarily the right one to Suite 165, Milton Keynes Business Centre,
translate your company’s annual report. Foxhunter Drive, Linford Wood,
Milton Keynes, MK14 6GD
+44 01908 325250
For ads in glossy magazines and www.iti.org.uk
expensive directional signs, it makes
sense to buy premium text. For in-house Text: Chris Durban ©2014
memos, or documents with limited circulation, a less Published by ITI 2014
polished (and less expensive) option may be fine. Layout: Mark Richardson
26 27
 There are hundreds of ways a
translation project can go off track:
ridiculous deadlines, ambiguities in source
text amplified by the translator not asking
questions, misapplied machine translation
(MT), no proofreading of typeset text by a
native speaker, blissful ignorance of an over-
confident translator operating in a vacuum,
poor coordination of large projects, poor cheap
freelance translator, poor expensive freelance
translator, poor cheap translation company,
poor expensive translation company, no client
input — and on and on.

By applying even half the tips in this guide,

you will improve your chances of getting a
translation that works.