Transcreation Versus Translation–What Do You Need?

Many of our clients come to us to get their marketing material translated into other languages. They find it hard to explain, how they would like us to culturally adapt their material along with the graphic designs and imagery it has. All they have to say is, we need our material trans-created by you. The term transcreation is being commonly used now for the last couple of years. This term is now widely in use within the marketing industry.

 How Is Trans-Creation Different From Translation?

We talked to a number of certified German translators from The Marketing Analysts Translation Service Company  to find the key differences between translation and transcreation of a text.

According to these linguists, when a text is translated from one language to another, no modifications are made in its content. The content remains identical in the target language and no changes occur whatsoever, in the translated version. The certified translator is bound to produce a mirror copy of the source text. Whereas transcreation is the direct opposite of translation. Transcreation is all about adaptation of the source text, keeping in view the cultural aspects of the target market.

When Transcreation Becomes A Necessity?

Transcreation becomes necessary for a text which has an abundance of cultural elements. By cultural elements we mean idioms, puns, cultural connotations and references, imagery, background colors, purpose-oriented formatting etc. The term suggests its meaning. Transcreation means creating a text again or reinventing it, so to say. It’s an overall adaptation of all the cultural elements we have mentioned above to fit the requirements of the target market.

What Type Of Texts Require Transcreation?

In the opinion of a French translator working for the San Jose translation services of The Marketing Analysts, trans-creation is mostly requested by advertisement agencies or by the marketing industry.

Often any type of promotional material like brochures, ads or websites need to be trans-created because they have many cultural elements which need adaptation in the target market. That’s when the message needs to be adapted to be understood well by the target audience. For example, a German audience would fail to relate to any cultural references about Sri lanka in the advertisement of a tea brand. Therefore, it will require a complete cultural overhauling for the German audience.

Transcreation is also done for websites where the whole content is recreated and readjusted to fit in with a company’s new target locales.

Transcreation Being Used By The Entertainment Industry

Transcreation is often used by the entertainment industry for the adaptation of plays, feature films and cartoon movies. The setting, plot and even characters are recreated for the benefit of the target audience.

How To Hire The Right Transcreationist For The Job?

Transcreation is an extremely technical job which only a professional can perform well. Transcreators work for translation service companies. Finding an experienced transcreator is very difficult. But reputed translation companies like The Marketing Analysts Translation Service Company can provide experts having in-depth knowledge of transcreation for the marketing industry. You can contact us through our website www.themarketinganalysts.com.

How To Translate Poetry?

Translating any document or transcript requires some skill and expertise but you can easily find any translation services which will do this job for you in your desired budget. But for literary translations, you will have to make a very intelligent choice regarding your translation vendor.

Have you got a collection of poems you want to be translated into any foreign language? Are you tired of looking for a Spanish or French translator who can understand the metaphorical meaning of your poetic verses? Have you been disappointed so far in your search? Well, come to The Marketing Analysts Translation Service Company as we have solutions for all your problems concerning translation of literary material!

Translation of poetry—an art

There are a number of things which need to be taken care of, while translating a piece of poetry. As everyone knows, poetry is entirely different from any other type of document and even from a literary piece in prose. Every poem has a literal meaning and a symbolic significance to it. To keep both intact in the translated version requires extreme skill and experience. The Marketing Analysts Translation Services Company has a number of translators of different languages, who have been carrying out poetic translations for the past many years. These translators have mastered the literature of the target language, having professional degrees in it.

Theme and subject matter

Every poem has a theme which should not undergo any change in the translated version. Our translators will make sure that there is no discrepancy in the theme and subject matter of the original and translated version.

Rhyme and rhythm

Every poem has a rhyme scheme and follows a rhythmic pattern, also known as stress and intonation. According to a Russian translator working for the Chicago Russian Translation services of The Marketing Analysts Translation Service Company, a skilled linguist will translate the poem in such a way that the translated version also has a rhyme scheme. Intonation, which is the rise and fall of speech, is another important characteristic of a poem. During translation, it is important for the linguist to know what is the original tone of the poem to follow the same when translating.

Avoiding colloquial, mundane expression

Our linguists know that poetry cannot be translated into a colloquial, mundane expression. Whether written in rhyme or free verse, a poem has to be translated using poetic expression. The vocabulary used should also be selected carefully. An experienced linguist chooses the best option that fits into the verse, out of the many synonyms any particular word has.

Literal and metaphorical meaning

An inexperienced translator who has never translated a poem before will only translate it in its literal meaning. Only erudite people know that the actual meaning of a poem is its metaphorical or symbolic meaning which the translated version must convey. The translation also must convey any message that the poet has for the readers.

If you have a collection of poems which you want to be translated into any language, contact The Marketing Analysts Translation Service Company. (www.themarketinganalysts.com)

Realism and its International Application…Visualizing The Doctrine In Today’s World

Realism was a philosophy which was not related to political or international affairs in the past until recently. The doctrine implies that every individual is ‘primarily selfish and power seeking.’ If applied to nations rather than individuals, it would establish that all nations aim to seek power and pursue their own national interests with little consideration for the interest of other nations of the world. Moreover, the desire to establish supremacy over other countries of the world has been as old as the formation of societies. But viewing it all in the current perspective, one wonders if today’s world can afford to follow the doctrine of realism.

We definitely need a world where people can live together in harmony and peace. Differences in culture must not be taken any further than that, as racism can breed contempt and hatred for which we have enough in today’s world. Instead of taking the resources of other countries, mutual collaboration between countries on an international level can be beneficial in a productive way. Bilateral ties and trade partnerships can strengthen economies. One Translation company, The Marketing Analysts Translation Services is playing a major role in bridging cultural gaps while providing effective interpretation services for international conventions and seminars.

Realism, if not taken to an extreme, can definitely become a productive force. But when nations  establish themselves as stronger entities without any consideration for the rights of the weaker nations, that is when there is a serious threat to peace and stability in the world. Countries must realize that a third world war would be a serious threat to humanity. Therefore we as humans, both individually and collectively, should learn to respect our cultural differences. The role played by translation services is commendable in bringing people from different cultures together on various forums.

A Spanish translator working for the The Marketing Analysts Translation Service Company told that he had served the company on various international forums. He viewed his job as a service to humanity because the prime purpose of an interpreter, according to him, is to make people understand each other. Misunderstandings arise when the concerned parties are unable to communicate with each other. Difference in linguistic backgrounds is the primary reason of a communication barrier.

Social media is also playing a positive role in bringing people of different ethnic backgrounds closer to each other. What the world needs today is harmony and progression that is for everyone and not for a chosen few.

How Business Language Differs From Country To Country–A Pitfall For Translators

While doing business translations, certified legal translations or any other, it often becomes a challenge for language translators to use the right terminology in the right context. Many countries have English as their official language but all these English speaking countries have their own dialects. Therefore, the legal or business terms being used in Ireland may be used in a  slightly different context in Australia, United States or New Zealand.  You can imagine how tricky it can be for a translator to translate a document with the most appropriate terminology for its target audience.

As things go,  a French to English translation will be interpreted differently by the Scottish, Welsh, American and Australian audience etc. If a text is being translated for a wide range of audiences speaking different dialects, the translator has to put a lot of effort into translating a document in  its original intended spirit. It must also be easily understandable to all. The use of big words isn’t encouraged in the profession of translation except in the translation of literary texts where it might be a requirement. For legal, financial or any other type of documents, the language should be ‘matter-of-fact’ but formal.

Localization of any content is specifically done by keeping a particular audience in mind. This minimizes many difficulties which arise while translating a text for a general audience who speak the same language but in different dialects. It is hard to come about an exact translation of any given text for a universal audience. What one can do is to pick out the best translation out of a few choices avoiding the many pitfalls that are awaiting a language translator.

It becomes a lot more convenient for the translator when he knows who his target audience is. Knowing one’s target audience can be very helpful in determining the choice of words and the right expression. For instance, the idea of an enterprise or a corporation can be different in States than that in France or Italy. Therefore, at every step in the translation process, the translator has to be on his guard.

In order to make a translation successful the translator has to be very cautious. If the translated text confuses the readers and they are unable to make out what the translated version is actually trying to convey, then it loses its purpose. If you have been frustrated with your translation service company and think that your translation vendor failed to do the job efficiently, then come to The Marketing Analysts Translation Services company. We take pride in providing our clients with flawless translations which truly voice the original document.

Book Review – “Found In Translation”

As a Polish translator, one of the best books that I came across on the topic of translation is “Found in Translation”, authored by professional translators Nataly Kelly and Jost Zetzsche. They give a remarkable tour of the world of translation services through this writing. The book is full of gripping stories about different types of translations. It talks about the importance that good translation holds and what happens when translations go wrong. It is a great piece to add to your list of readings on the next vacation!

The authors Kelly and Zetzsche have more than 40 years of experience in the realm of translation. Their book’s contents consist of a brief introduction, followed by seven chapters, acknowledgements and some end notes. The book covers almost every aspect from translations of religious texts to translations of hurricane warnings, poetry and peace pacts. It gives language lovers a complete view of how translation helps spread culture and nourish the world’s economy. The book further discusses interesting examples of translation with reference to Facebook, NASA, United Nations, Google, Olympics and many more.

The book asserts that simply speaking two languages does not mean that you are also competent enough to translate. Translation is a specially designed skill that takes years to develop and polish. The best thing about this book is that it gives hilarious real-life examples of how translations can often go wrong. One of my favorite examples was that of US President Jimmy Carter. When the President visited Poland in 1977, the US State Department hired a Russian translator who knew the Polish language but was not well-versed in it professionally. Due to his incompetence, Carter ended up saying things like “when I abandoned the United States” (instead of “when I left the US”) and “your lusts of the future” (instead of “your desire for the future”). These blunders were widely publicized in the media. I enjoyed reading several other stories recorded in the book which I would not mention here for fear of spoiling readers’ interest.

If I were asked to point out any flaws in this book, it would have to be a shortage of information on how the markets of specific languages are structured and the working environments under which many translators are forced to work. Do round-the-clock translators ever get a lunch or restroom break? How are they paid for their shifts? The book did not highlight any of these areas.

Nonetheless, for the lovers of the language, “Found in Translation” is a must read. I guarantee that reading this book will revitalize your love for language as it did mine. By the end of this book, I was certain of one thing: I’m thoroughly convinced that translators and interpreters are smarter and considerably wiser than I thought them to be!

A Peek into the History of Translation Services

Chaucer-First-Translations

Geoffrey Chaucer

The unimaginable speedy trend of technology diffused the borders between different states and gradually improved the level of interactional communication between people. This caused people to become more indulged and interested regarding others’ cultures. One of the most popular ways of being familiarized to the other cultures was through their literature.

The concept of translators in literature dates back to the times between first and third centuries when the dispersed Jews in Alexandria who had forgotten their ancestral language, needed to translate their original holy scriptures into Greek. Likewise, in Asia due to the spread of Buddhism, large-scale translation efforts were consistently being made.

The first initial translations in English were made by Geoffery Chaucer in the 14th century. He made Italian translations,French translations and Latin translations. Meanwhile, in the Renaissance period of Italy, the works of Plato, Erasmus, Aristotle and Jesus were also translated. This caused uproar in the readers who demanded accuracy of the translations. They asserted that the strength of the religious and philosophical beliefs expressed in these works depended on the exact words of their authors.

Throughout the 17th and 18th centuries, the idea of translation was more like that of adaptation. The main aim of the translators and translation services was that of ease of reading. What they considered to be monotonous and boring or found something in the text that they did not understand, they simply omitted it. The advent of 19th century brought new standards for accuracy and style in the translation procedures, such that, as J. M. Cohen puts it, the rule for translation became ‘the text, the entire text, and nothing else but the text’.

Today, the modern translation requires text to be understood by readers while simultaneously maintaining the sanctity and expression of the original text. This is especially done for classic literatures like that of Bible, or works of William Shakespeare.

The translation of religious texts has played a significant role in history. The first translations in this context were made in the Old Testament which was translated into Greek by the Jews of that time as mentioned before. Considered one of the greatest translations of religious text in history is that of Saint Jerome, who rendered Bible text into Latin translation. Gradually this period saw the translation of Bible into other local European languages as well.

The services of these translators spread the valuable messages of the ancient civilizations to the entire world with the passage of time. Sharing their knowledge through means of translation had a meaningful impact on how different concepts in our world are understood and perceived today. These translation efforts maintained that intellect and creativity should know no boundaries and are meant to be enjoyed, appreciated and analyzed by readers present all over the world.

References

www.wikipedia.org

www.onlinetercumanlik.com

Brazil’s Economy Invites Foreign Investors

According to surveys conducted a few months ago, Brazil’s economy has grown at a faster pace in the last three years. But the country’s investment sector experiences sluggishness time and again. This South-American country is introducing reforms to attract European and American investors, according to Alexandre Petry, the head of the investment unit at Apex-Brazil. With the flow of foreign investment the rising demand of translators and translation service companies is noticeable.

brazil-waterfallsTraditionally, the European countries and mainly EU have invested in Brazil. But in the recent years, the Chinese and North American companies have started taking interest in bringing investment to the country. The South American region has been the main focus of the Chinese companies for getting raw materials to use in their industries. And the region has reaped great economic benefits as a result. The trade between China and Latin American countries totaled to about only a $10 billion dollars in 2010-11, whereas now it has risen to $241 billion. This clearly shows the interest of the second leading nation of the world in the region. This creates a need for Spanish and Chinese translators in the region. China has become the main lender to Latin America. According to an estimate, only in the year 2010, Chinese government sanctioned $37 billion dollars for the region. A big percentage of the loan went to Venezuela, Brazil, Ecuador and Argentina. But these loans will be repaid in the form of long-term commodity sales to China, which is a big compromise on the region’s natural resources. This exploitation of the natural resources of the region will definitely bring environmental brazil-beachdegradation, but as things are, it cannot be helped.

Some European companies have heavily been investing in the automobile industry, banking sector,  telecommunication services and the petroleum industry of the region. And these companies are in there for a long haul. The country needs continuous investments in the above mentioned sectors. The recent investments in Brazil have undoubtedly helped the country to battle against the worst economic and financial crisis the Western world has experienced lately. Economic development   in the Latin American region, specially of Brazil has resulted in opportunities for translation agencies which are reaping the benefits of this newly rising investment tide.

Although a recent sluggishness has been noticed by the financial experts of Brazil, they are of the view that there are some sectors and niches which are experiencing an economic boom as well. For example, the Brazilian government has come up with a concessions program in the infrastructure and logistics sector which is going to include the railways, roads, ports and airports. Naturally, its going to cost a lot to the government and a lot of investment would be needed consequentially. All is not amiss for investment in the country and we can surely see a light at the end of the tunnel. New opportunities are opening up and once the country overcomes its temporary economic stagnation, Brazil would again become a goldmine for foreign investors. Apart from the foreign investors, it is a great opportunity for the translation service companies to reap the benefits of a rising demand for Portuguese translation services. Setting up small regional offices can increase access to translators and the foreign companies will feel no reluctance when dealing with a translation service company that has a regional office in the country as well.

What a Bullish Construction Sector in Asia Means for Translation Workers

shanghai-world-financial-centerOn the basis of a discussion by the Confederation of Asia-Pacific Chambers of Commerce and Industry (CACCI), the region is regarded as a potential destination for investors in the construction industry, with the Asia-Pacific region becoming a major base for global economic recovery. Saudi Arabia is the largest construction market in the Middle East, while Qatar is the fastest growing construction market because preparations are under way in Qatar for the FIFA World Cup in 2022. Experts think the construction sector in the Middle East is likely to be enhanced by various infrastructure investments which, in turn, is likely to open up lucrative opportunities for translators.

For Tagalog, Japanese, Korean, Vietnamese and Chinese translation workers, a bullish construction sector in Asia, particularly in the energy sector, means growth. Among member-countries, strategic collaborations should be encouraged to stay in touch with the rapidly growing construction market worldwide. Major expansions in global construction are expected in the Asia Pacific, where various investment opportunities exist, especially in the Philippines, a major center of business and leisure in Southeast Asia.

With such a market comes a demand for various kinds of translation services. Financial and economic translations cover a wide range, from stock exchange analysis to business communication, to compulsory research, to economic surveys, to checking for compatibility. Translators in these markets are in high demand for supporting critical interactions.  However, they must know and understand economic and stock exchange mechanisms. This dual aspect of linguistic and technical competence is primarily achieved by acquiring knowledge and awareness of these markets. Accountants and analysts have gone into translations even when some documents are technically highly advanced.

Construction-in-ChinaTranslation is a specialization tool par excellence which makes systematic documentary research possible through the progressive compilation of glossaries. A bullish construction market requires specialization of the technical aspects of the market, semantic issues and terminology involved in the dealings between the provider and the client. Translation is an important step when it comes to financial communication. Other than the legal obligations, the objectives of financial communication are numerous. Translators are required to analyze the financial documents and contracts, improve assessing of the title, convince and retain institutional and individual investors, and increase the presence and reputation of the company.

The translator in such markets must present financial information through analysis, reports and press releases. The financial translations should support the aims of the principal stakeholders and convey the purpose and meaning of the interaction in a language everyone involved can understand. The unique workflow, including quality control and accountability, followed by translators ensures consistent efficiencies and successes.

Propper Sentence Structure and Vocabulary In Translating–Why Bother?

Every language has its own organizational patterns that may or may not be altered.  Sometimes to express specific meanings or to signify special meanings, the expected sequence is interrupted.  As explained by Jane Bailey, a Seattle translation services worker, in English the normal pattern is subject, verb, completer(s).  When we vary this sequence, we draw attention to the out-of-place component.  In addition, the most important idea always appears in the main clause, never in a subordinate clause.  These commonplaces of structure signal the writer’s meanings to the reader, as well as instructions for reading and interpreting the text.

And every language has multiple words with the same meanings, but these meanings usually are not the same.  They may express shades of an idea or only one aspect of it, be appropriate only in a specific context, apply only to one thing or idea, suggest a specific connotation, or by their  history and etymology create own tone and associations.  Very few words are truly equal in meaning.

In advertising, inventive playing with varying meanings and associations attracts attention and sells products.  In contrast, in report writing, the word with the precise meaning in the context of the rest of the writing and the work environment is necessary to assure that all readers understand the writer’s message and intent and that all readers interpret the message in the same way.

The Marketing Analysts is a leading provider of immigration and diploma and transcript translation services in the United States.  With our own notary services, we can prepare your documents for all of your overseas travel and immigration needs.

Correctly Using and Translating Emotion

Throughout all cultures, the one single aspect of persuasion that causes people to become most suspicious is persuasion.  Most of us have learned from past experience that those making use of overly emotional appeals are often trying to pull the wool over our eyes.  As a result, most people have come to discard emotional appeals and instead seek out quantitative facts, non-biased opinions and other more rational data to make a decision.  One English to Spanish translator in Houston provided the following example about a salesperson trying to sell your business a $250,000 computer system and his entire presentation is based on emotional appeals.  In this case, your company expects hard facts to rationalize a purchase decision.  The salesperson will undoubtedly fail in his attempts.  Many of the decision makers in your company would probably think that the sales person was making a weak attempt to make us act against our better judgment.

The way emotion should be used is by focusing on the benefits that a given solution will offer individual decision makers or departments.  Here’s an example of an emotional appeal that would have been better:  You will leave work each day feeling more relaxed knowing that the new computer system has technology that prevents the data corruption issues and miscalculations that you have cost your firm millions of dollars in lost productivity and cancelled orders.

Here is a powerful example offered by a certified diploma translation worker with The Marketing Analysts that demonstrates how persuasion can be used in advertising to promote woman’s fashion.   Notice the use emotion-laden words in this a for a man’s leather vest: Team this vest with a turtleneck sweater or a Michael Kors Medium Jet Set Pebbled Shoulder Tote, and you have the definitive response with sheik defiance to a fall chill.

The word sheik entertains the the reader’s sense of arrogance, definitive builds upon her authority, and fall chill reminds us of a feeling we wish to avoid while looking beautiful.

It’s good for legal translation services workers to keep in mind, emotional appeals can be used in a wide variety of applications.  In fact, many political and research reports concerning groundwater pollution during the fracking process describes the increased rate of cancer and other illnesses and provide various measurements.  In an environmental report, the researchers are likely to include a table or chart that indicates growth in contaminants before and during the fracking procedure along with measures of the increase in reported illnesses and cancer rates.  This sort of data will be persuasive when environmental engineers and scientists read the report. If you are assembling and very rigid scientific or analytical topic, you might need to steer away from the use of emotional appeals.  However, for many reports, it is acceptable to use emotional appeals as long as they are used with subtlety and discretion.