In the last blog post, a certified translator in Austin explained why the translation objectives of a client should be measurable. By making measurable objectives, the client’s objectives will be stated in a way that allows him to know if his goals have been accomplished.
For example, the objective of a direct mail campaign used in a multilingual and multicultural marketing promotion could be that at least 15 percent of the recipients call a toll free number listed on the flier to request additional information. Of course, some direct mail campaigns have comprehension and recall as opposed to action as their objective. However, even when comprehension and recall is the objective, a company can still establish measurements related to recall and comprehension after being exposed to the flier.
Think of yourself as an instructor of English to Chinese translation studies who wants to measure his students’ comprehension and understanding. The instructor could easily create an exam. As a translator working for your client, you can do this too. If you presented your client with a particular translation of a document, what questions would you ask the intended recipient about it? What questions would you ask the listener? Of course, the translator must present the information in such a way that the audience as could answer the questions.
By documenting the analysis of the intended audience for your translation and then the objective will help you develop an effective translation that achieves shared understandings between you, your client and his target audience.