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If you’ve ever played “Whisper Down the Lane” you know that a message as simple as, “Sue saw seven shiny shells by the seashore” can end up, “She sells shoes at the store” or something equally inaccurate. While this game will make children giggle, having your message get lost when it “goes down the lane” is the last thing you want to happen when translating your company’s products, services and key messages from one language to another. You need your message to be exactly the same in Spanish, French, German – whatever language you choose – as it is in English. This is called true localization.
The science of localization is creating technically accurate translation, but the art of localization is creating a relevant translation of the message not just the words. So which of the following do you think is most qualified to truly understand what is relevant to an individual born and raised in France:
A. A machine?
B. A person born, raised and living in France (a native speaker)?
A: The machine
The machine could probably translate your message more quickly and at a lower cost than a person, but it cannot capture the cultural nuances essential to accurate and relevant translation. Let’s take a look at an example of automated translation that misses the mark:
- A U.S. agency wants to translate a form into French.
- The title of the form is “Meal Benefit Eligibility Form.”
The French automated translation = Formulaire d’éligibilité aux coupons de repas.
Here’s a few of the things wrong with the translation:
- The literal French translation for “form” is “formulaire,” but the document is really an application, which is “Demande” in French.
- The translation assumes that the benefits are paid in the form of coupons; they are not.
- “Eligibilité” is an Anglicism – a word borrowed from English and forced into another language. It carries no real meaning in French.
The correct translation = Demande d’aide alimentaire.
B: The native speaker
Only a native speaker would immediately recognize phrases, words and other contextual references that wouldn’t make sense to a French audience. Only a native speaker has the life-long experience, education and knowledge to ensure your message will be accurately translated and communicated in a way that matches the culture and way of life of the people who live in the locale you are trying to enter.
While native speakers are localization experts, they are not the experts when it comes to your business. Many professional localization companies rely on native speakers to provide translation and interpretation services but not all offer project management services. A project manager can help ensure the native speaker understands your message and the key points you want to communicate. Armed with this knowledge, the translator can recreate your message in the appropriate language, matching your intention perfectly.
