Ongoing Business Translation Archives - Into23

Reasons why culture is important to localization: French

In this series on why cultural localization is important for business, we’ll open with French and why a localized marketing strategy is needed based on where a language is spoken.  

As the world becomes more and more interconnected through technology and travel, it is becoming essential for business platforms to diversify within the global market to stay relevant and competitive. This has increased demand for translation and localization services as it has become increasingly essential for international business on websites, eLearning platforms, and various eCommerce services.

What is cultural localization?

Cultural localization is catering a product or platform for a specific market or region, which factors in the local language and its cultural diversities, beliefs, values, experiences, and social constructs. Why is this important? When culture is considered for localization strategies, people show more interest in the content or product. Further, cultural considerations create relatable products, increasing positive perceptions of the product and its sales.

To show you how important cultural localization is, here’s a look at the French language and how a one-size fits all approach doesn’t work for every region it’s spoken in. 

French – a forthcoming language for globalisation with a rich history

There are approximately 80 million native French speakers worldwide, and it is the official language of 29 countries. French is highly regarded as one of the most important business languages as it is one of the official languages of the United Nations, the European Union, the African Union, and more. It’s also a language renowned for its history and culture; in fact, the word ‘culture’ is derived from French. 

Map of French Speakers in the World

Geographical Distribution of French speakers in the world – Image by Carnetfrancaise

History of the French language

French originated in Gaul, now part of France and Belgium, after the Romans took over. The Germanic invasions also had a large influence on the language, and by the 9th century, French was well established as its own distinct language.

translation and localization for france

French flag – Photo by Cecile Hournau on Unsplash

While French variants in different countries are generally well understood by any French speaker, there are still many nuances depending on where it is spoken. 

French vs Canadian French

In 1534, Jacques Cartier left to find an expedition route to China and found himself in the new world, modern east coast Canada. As French settlers expanded in the area, the French language became the native language of its growing community.

translation and localization for french

Quebecois and French flag – Photo by Nicolas Raymond on Flickr

Canadians continued to speak French after Canada was ceded to the British in 1763. As Canadian French developed in isolation from the rest of Europe, it created its distinct cultural variant. 

  • Canadian French sounds older.

    Due to its isolation from Europe, Canadian French has managed to retain French verbs, expressions, and accents that date back to 17th and 18th century France. 

  • Canadian French has more vowel sounds.

    After France ceded Canada to Britain in 1763, the French-speaking community became more isolated, allowing certain phonetic sounds from the elite French-speaking classes to remain. 

  • Canadian French includes more Anglicisms

    As the French-speaking parts of Canada are near the English-speaking parts of Canada and the United States, they adopt more words from the English language. Further, some words are even adopted from the indigenous population of Canada, such as carcajou (wolverine) and atoca (cranberry).

  • Canadian French is less formal

    Canadian French uses more informal means of address. The informal tu (you) is used more often than the formal vous.

  • Canadian French uses more religious vocabulary, especially when swearing.

    Catholicism is the most practised religion in the French-speaking regions of Canada, whereas France is more secular. 

French is now the lingua franca of around 7.4 million Canadians, making up nearly 22% of the country’s population, as well as being one of the two official languages in the country. In the province of Quebec, 95% of the population uses French as their first or second language. Differences in slang, idioms, and religious beliefs are some of the biggest differences between these French variants. They are essential considerations when creating a localized strategy for your business.

French vs African French – The future of French 

Canada isn’t the only country deeply influenced by the French. After the colonization of Africa and even after the French withdrew from many of the African nations, the language stayed and is often spoken alongside many of the indigenous languages. 44% of French spoken today comes from sub-Saharan Africa, with estimates that by 2050, 85% of the continent will speak the language. 

French is no longer just the language of France, and this evolution of the language is something to pay attention to when forming a good localization strategy. 

Reasons why cultural localization is important

Blunders in cultural localization can ruin any localization strategy. For example, if you were promoting an eCommerce business that sells items for children, the word gosses in France is a playful word for child; however, in Canadian French, the word means testicles! This would be a serious, albeit hilarious, mistake in any marketing strategy. The same goes if you wanted to reach the market in France but used informal tones or Canadian idioms and slang in your approach; it would make your strategy appear tone-deaf and make your product less attractive to the local market in France. While these may appear as subtleties, it’s this type of attention to culture that can make or break a localization strategy.

Related: The Top 10 Translation Blunders in Advertising

Things to consider when creating a cultural localization strategy

  • Use professional multilingual translation services

    Hire marketing, translation and localization specialists to create a localization strategy that ensures quality translation that involves the appropriate cultural research needed to create a successful marketing strategy. 

  • Use the right language for your audience

    Consider idioms, jokes, and sayings specific to the region’s language. 

  • Create culturally relevant and specific product information

    Consider the context of the culture when selecting images for products for an eCommerce platform or eLearning course. 

Cultural localization and creating a good localization strategy may feel overwhelming if you’re looking to enter a new global market, but it doesn’t have to be!

Into23 specialises in translation and localization in all major global languages offering global language solutions for your business. All we need is a website or file to get you started with a free quote. Contact us today for all your global quality translation needs.

Quality translation – the missing link in blockchain applications

Blockchain technology redefines industries by securing assets, controlling risks and overhauling transparency. By providing an effective framework in which anyone can independently verify, authenticate and comprehensively track records, any business can organically expand its products and services through a thriving, interconnected and monetizable network.

Decentralised transaction records change the nature of any financing by encrypting information and permanently linking each activity instance without relying on a centralised database or administrator. This enhances any business activity, from manufacturing supply chains to internal control and Initial Public Offerings, by providing a universal basis for consensus not only on validity- which includes proprietorship, authorisation, and licensing- but also value.

Blockchains expedite approvals and purchases while streamlining security and verification measures, categorically setting apart organisations that can successfully adopt and implement a platform. Peer-to-peer networks provide a foundation for ecosystems to collectively establish the market value and facilitate the efficient exchange of assets. Descriptions of blockchain applications can sound similar to the idea of existing currencies and markets because they effectively comprise a high-speed, always-on, self-regulating economy that businesses can ill afford to ignore.

It requires an immense level of detail to practically implement blockchain functionality because the level of information to process scales with the complexity and volume of the business involved. Beyond technical factors, it is vitally important to consider that any application is only as good as its suitability for use by actual people.

For an international business, this requires information to be clearly and comprehensively understood across regions, languages and cultures. Any blockchain technology platform should therefore be designed with quality translation provided from the outset. International translation companies providing business translation services are well-equipped for any workflow that involves processing large amounts of data with a solid technical understanding, attention to detail and sensitivity to cultural factors in the usage scenario. 

Blockchain applications in the translation industry

The translation industry is no exception regarding the potential for disruption with blockchain. The enterprise translation workflow lends itself to transparency, accountability, valuation and security. Expert translation services already maintain detailed records on tasks and processes. In the future, individual blockchain platforms from multilingual translation services providers could be extendable to an industry-wide encrypted network that enables clients to select preferred providers and track performance with granular detail, raising standards across the boards.

Although blockchain’s disruption of the translation industry will likely develop over the next decade, crypto enterprises and blockchain developers already need translation to get their platforms off the ground in 2022.

Why do blockchain developers need cryptocurrency translation?

Technical expertise

Any cryptocurrency or blockchain platform developer needs to engage a worldwide user base with their interface. As with legal document translation and agribusiness enterprise translation,  a solid understanding of the technical background and context in which businesses utilize the material is key to providing effective services.

Expert localization services with linguistic QA specialists are well-equipped to deliver comprehensive translations of complex text within the timeline required to design, develop, test and release an application.

User interface and user experience

Software localization services specialize in adapting a User Interface and User Experience to a target audience. Into23’s expertise with eCommerce translation ensures that anyone using your blockchain application’s interface can consistently access the records and resources they need to carry out functions. 

Blockchain UIs are currently mired in exceptionally specific technical jargon that is ill-suited to any UI intended for first-time users or people without a background in software development. Current blockchain applications often ironically fail to establish transparency and trust on a meaningful scale because the sheer amount of information overwhelms the average person.

This issue goes beyond language and linguistics and has to be addressed by software developers and at the conceptual level in whitepapers. But expert translation service providers can offer key consultation on establishing connections with users and ensuring consistent engagement as a platform expands. 

Payment service processing

Cryptocurrencies are increasingly gaining traction as a means of payment and remittance. El Salvador became the first country to adopt Bitcoin as a legal tender in September 2021, enabling local businesses to accept cryptocurrency as payment for goods and services. 

China is the first country in the world to issue a sovereign digital currency, which is already in use. China’s Digital Currency Electronic Payment differs from cryptocurrencies because it is not decentralized, and the government tracks all transactions. Nonetheless, it is developed with a blockchain platform, with an official e-wallet app that delivers functionality for ordinary users by linking with bank accounts and standard payment platforms.

Other countries are sure to eventually develop their own central bank-denominated digital currencies upon a comprehensive review of the policy implications required to establish a legislative foundation for a government-regulated blockchain standard.

Whether businesses want to explore alternative payments and financing or adapt ahead of time to standardized digital currency payments, the necessity for applications with a solid user interface suitable for widespread adoption is an essential priority. Extending this between countries and cultures is where multilingual translation services provide the critical link between concept and execution.

Gaming, Media and Web3

The gaming industry is forwardly positioned with blockchain applications because of the established precedent for digital ownership and virtual economies. Blockchain is a natural progression for systems where securing virtual assets and account activity records is a vital driver of value. 

The emergence of digital ownership of assets disrupts media and the arts, and NFTs dominated news cycles in 2021 because they established a basis for a broader digital economy. Metaverse platforms like Roblox, Decentraland and The Sandbox are at the centre of feverish speculation because they represent the potential for a potential successor to the internet. 

Metaverse platforms bear characteristics of both gaming and eCommerce platforms, with the potential for extensive, transaction-driven user engagement. The sheer scale of investment in virtual content platforms makes it likely that markets and Web3 applications, with decentralized ownership and exchange of assets integrated with interactive media platforms, will develop in some form over the upcoming decade, even if the trajectory and timeline turn out differently from current forecasts. 

Into23 has extensive experience with providing advertising transcreation, Continuous Localization solutions with scalable translator networks, and a proven track record with Gaming Translation Services and multilingual voice-over translation geared towards engaging users across cultures in every kind of application, from eCommerce to eLearning.

If you are as enthusiastic as we are about the potential that blockchain applications bring to our industry as well as yours, leave a comment below or drop us a line with any questions you may have. The future belongs to flexible and innovative enterprises, and we look forward to taking the next step with our clients.

Things to Consider for the Localization and Translation of Your Business in Portuguese

To get the best results from your website localization or eLearning translation in Portuguese, here are some of the most important aspects to consider.

Spoken by over 279 million people worldwide, Portuguese is the sixth most widely spoken global language. Portuguese is the official language of nine countries. It is an official language in the Special Administrative Region of Macau, as the region was a Portuguese colony from 1557 to 1999 before being handed back to China. If you’re looking to grow your business internationally, there are a lot of good reasons to consider offering your customers Portuguese language support and a website localized in Portuguese

Obrigado

From Portugal to Brazil, this is how Portuguese speakers say thank you – Photo by Etienne Girardet on Unsplash

Why Translate to Portuguese?

Portuguese is one of the fastest-growing global languages. The language has grown from 65,064,027 speakers in 1921 to 258,003,327 today, a 297% increase over the past century. While the language is associated with the country of Portugal, Portugal itself has only around 5% of the world’s Portuguese speakers. Most Portuguese speakers are in Brazil, with around 211 million speakers. What makes the Brazilian market attractive for businesses is that it is the second-largest economy in the Americas, ranking 8th in terms of global nominal GDP. Brazil is also the 10th largest eCommerce market in the world. 

In terms of creating a localization strategy, it has become a lot easier since written Portuguese became fully standardized in 2015. What does this mean exactly? The Portuguese Language Orthographic Agreement was created to help establish one single common spelling for all Portuguese-speaking countries. While the discussions that led to the agreement started in the 90s, it required prolonged deliberation, edits, and a six-year transition before finalising it in 2015. This standard ensures that the spelling of the majority of Portuguese words is consistent throughout business and education globally. 

History of the Portuguese Language

Flag

Portuguese imperialism, which began in the 15th century, helped to spread the Portuguese language to different areas of the globe. – Photo by Luís Feliciano on Unsplash

Portuguese originated from Latin and developed in the Western Iberian Peninsula. Roman soldiers brought Latin to the area around 216 BCE. The oldest written records of Portuguese date back to the 9th century; at the time, they still contained many Latin phrases. After Portugal became independent in 1139, Portuguese began to become more and more prevalent. It quickly became the common tongue of the people. In 1290, the first Portuguese university opened in Lisbon, and from there, Portuguese was given its name and was made the official language of the country. 

When the Portuguese empire began to colonise in the 15th century, it brought the Portuguese language to different parts of Asia, Africa, and the Americas, becoming the lingua franca in some of these new regions.

European Portuguese vs Brazilian Portuguese

Chat bubble

Brazilian Portuguese has some dialectical differences from its European parent. – Photo by Volodymyr Hryshchenko on Unsplash

While the written language may be standardised, it doesn’t mean there aren’t other differences to consider when considering a marketing translation in Portuguese for your business. While each region can understand the other, there are substantial differences between the European and Brazilian dialects.

Pronunciation Differences

  • European Portuguese generally doesn’t pronounce the letter ‘e’ if it is between two consonants. Brazilians have a more open pronunciation compared to Portugal. 
      • ie. The word telephone in Brazil (telefone) would have every vowel pronounced, whereas, in Portugal, the first ‘e’ would be dropped and sound like “tlefone”
  • Brazilian Portuguese words that have di or ti are pronounced like the English sound of gi and chi.
  • Brazilians pronounce the “L” sound with a “U” sound. Making a word like Brazil sound more like Brásiu. 

These pronunciation differences are especially important if you need an eLearning voiceover for your content and use foreign language voice-over talent on your website or platform. 

Formal vs Informal Speech

There are noticeable differences in how the pronoun “you” is used in each region. Portugal uses tu informally, and você is used formally. In Brazil, however, both tu and você are used informally. 

Translator tip: When using você, conjugate the following verb in the third person. 

Spelling 

As mentioned previously, spelling has been standardized across the Portuguese language, but there are still some subtle differences that remain. Brazil is much more likely to take influence from English, whereas Portugal has remained closer to its Latin roots.

  • Brazilians will use the same English spelling for media, whereas in Portugal, they will spell it mídia.

Grammar 

There are various grammatical differences between these two dialects, but here are the most notable.

  • European Portuguese speakers place their pronouns after the verb. Brazilians do the opposite.
  • Personal pronouns aren’t necessary for either dialect as the verbs are conjugated differently, but European Portuguese speakers are much more likely to omit them than Brazilian speakers. 

Portuguese in Other Countries

Just like there are differences between Brazil and Portugal, your localization strategy will need to consider other Portuguese markets you intend to target.

  • In African countries, Portuguese adopts different contexts both culturally and grammatically. These regions often adopt and mix local languages and regional history.

Things to Consider When Creating a Localization Strategy for Portuguese

Even within the few examples in this article, it should be apparent just how important it is to have a localization strategy. A considered strategy ensures you get a quality translation that is culturally relevant for your brand in its new market. When coming up with a localization strategy in Portuguese, here are a few other additional tips to help get you started. 

  • Keep your target audience in mind at all times. This will help drive your translation choices in your localization strategy.
  • Be aware of text expansion when translating to Portuguese; it tends to be longer, especially if translated from English or Chinese.
  • Avoid idioms on your website or in your eLearning course creation, as they don’t generally translate well.
  • Make use of high-quality translation services for all your business translations to ensure that your global vision and goals are achieved and that your brand and content are understood no matter which countries you take it to. 

Make Into23 your language and localization partner with our team of translation experts. Into23 has all the translation solutions to help your business reach the Portuguese markets or any global market that suits your business’s needs. Contact us today for a free quote and get started on your Portuguese localization expansion today.

Getting started with gaming translation and gaming translation services

Gaming has gone global, meaning that if you want your game to be successful, it’s time to localize. 

Worth more than $300 billion and with an estimated 2.7 billion gamers worldwide, to say the gaming industry is big is a slight understatement. With the increased means of online gaming and the ability to play with others from various regions across the globe, companies have had to step up and improve their customer experience and look towards multilingual translation services and player support.

Gaming localization, however, isn’t as straightforward as a website localization strategy. The interactive and visual aspect of gaming makes the translation process of games much more complicated. While gaming localization and multilingual player support may be more extensive, it is necessary to have a game reach the global market.

Why gaming localization and translation are important and why it’s different

Candy crush

Gamers and the gaming industry vary vastly depending on what part of the world you’re in. – Photo by Beata Dudová from Pexels

Expanding a game globally is essential to ensure the game’s success and longevity but knowing this aspect is just one of many challenges with gaming localization. A game that is poorly localized will feel the wrath of the gamers that have played it and can demolish all the hard work that has gone into the game’s creation.  

The video game market is expansive and widely different depending on what part of the world you’re in. For example, the popularity of different video game platforms, such as PC, console or mobile, varies by region. Currently, the top three video game markets worldwide are China ($40.95 billion), the US ($36.92 billion) and Japan (18.68 billion), but each of these regions tends to favour different platforms. Consoles are popular within English-speaking countries like the US, but they are harder to attain in other markets, whereas in China, mobile games rank at the top of the most played. These differences make cracking into these gaming markets challenging as release strategies and various localization strategies and support are needed.

Once you’ve decided where to expand, you need to consider all of the aspects of the game that need to be catered to for that market so that your gamers get the best experience. Gamer engagement is key to keeping people playing, spending money, and coming back for more, so any blunders in the localization process change the experience for your gamers and potentially result in poor sales and retention. 

Examples of successful and unsuccessful game localizations

Geralt of Rivia figurine

Geralt and his story are recognised worldwide. Can your game have the same impact? – Photo by Kasun Asanka on Unsplash

Translation blunders have brought failure for even the biggest companies, and the gaming market is no exception. With the direction that gaming is going, especially with most games having some online aspect to them, gaming translation and localization and refinement are quickly becoming tied to a game’s success.

Related: Words that altered history – translation blunders in international relations

The Witcher 3: Wild HuntAn example of how gaming localization should be done.

CD Project Red did such a masterful job of localizing the Witcher 3 that this 2015 game still holds sway today and is one of the company’s selling games with many active players. Its effective localization was executed so well that it could pass for a locally-made game. Gaming translation services and proper translation management were used for each specific market that the game was released. The production crews even temporarily moved to where the game was being localized to create a truly authentic local experience. The game’s voice-over local accuracy has been one of its most highly regarded features. 

The success of this game is a testament to the power of an organized and properly executed localization strategy.

Call of Duty: Modern Warfare 2Gaming translation at its weakest.

For a gaming series as large as Call of Duty, Activision should have known better. There was a massively controversial translation error in this game that became so notorious that it’s still held up as a standard of what not to do with gaming localization. 

When Modern Warfare 2 came out in 2009, there was a mission in which one of the characters said, “Remember, no Russian” this was to remind the character not to speak the language. In the Japanese version of the game, however, this quote was translated to “Kill them. They’re Russians”. This translation was so controversial that Sony Russia decided not to release the game in its Playstation store. While this quote was the most notorious, the game was, overall, so poorly translated that gamers often had to ask for additional assistance to get through missions. The game has since been remastered to fix these mistakes, but the errors of the initial release are not likely to be forgotten.  

Taking the time to find the right translation solutions for your game will help to avoid disasters like this one.   

Common aspects involved in gaming translation

Knowing what translation aspects are needed for your game is essential, as gaming is an immersive, interactive, and media-rich experience that requires much more than a mere translation to be understood and appreciated by a new audience. Will your game’s story carry the same meaning or impact in a new culture or region? Does that culturally-specific joke mean the same thing in another country? Will the game’s imagery create the same atmosphere for a different culture? Do you require foreign language voice-over talent or foreign language transcription services? What about customer service access in multiple languages? 

Here is a brief list of the most common aspects of gaming translation to consider,

  • Visuals: All graphics, images, videos, artwork, and advertisements.
  • Text: Subtitles, the user interface menus, captions.
  • Audio: Multilingual voice-over recordings or dubbing for all speech and narratives.

Related: How to find the perfect voice for your multilingual voice over

It’s also easy to miss items such as the game’s social media pages and forums, customer service pages and contacts, marketing materials and advertising (digital and print), product packaging such as instruction manuals and user guides, localized product pricing, and website localization for the game.

Even with this short list, it’s obvious how much work is needed to ensure a quality translation and localization of a game.

Steps to prepare for gaming localization

PC Gamer

From PC to console gaming, a solid global strategy and setup should be considered. – Photo by Sean Do on Unsplash

If you’re ready to localize your game and don’t know where to get started, here are a few ways you can prepare for gaming localization,

  • Decide your gaming market and language: This is a big decision and should be based on the type of game you have and the amount of translation you require. For example, if you have a mobile game, the Chinese market would be a great place to look at localizing. Still, then you need to decide if you’re going to localize in Hong Kong or the Mainland, as each of these regions uses a different form of written Chinese.
  • Choosing a content translation services partner: Like it or not, proper translation management is essential. A translation partner is the key to getting the most authentically localized game possible. Partner with a translation agency that knows your region and goals and let them help you manage the process to get the best results.
  • Documentation preparation: Consider all aspects of the game. There may be legal agreements needing legal translation, so it’s important to gather all essential documents for the translation process. Prepare a translation kit that includes LSP agreements, workflows, test plans, style guides, glossary key terms etc.
  • Budget for misunderstandings and extra quality assurance: Have an established budget and guide that includes extra for gaming localization services, any potential misunderstandings, and extra quality assurance testing. International translation companies can help you develop a realistic budget for your localization goals.
  • Get gamer feedback: If your game is already on the market, reach out to your players and see what features they would like to have or what they feel is missing so that you can consider that when localizing. 

At Into23, we offer gaming translation services and expertise for any language and region. Make us a part of your game’s global success with our high-quality translations and expert translation management to help make your game the next big thing. Ready player one? Contact us today to get started.

Why your company needs a legal translation partner

If you have a global company or are a company with global aspirations, legal translation services are needed to protect your business. Certified multilingual translation services ensure that your documents are correct and reflect your company regardless of region or language.

Did you know that over 50,000 companies today operate in more than one country? If you’re thinking about expanding into international markets, regardless of what type of business you’re running, it’s important to have an expert legal translator. Having a legal translation partner or outsourcing services is important for keeping your business running smoothly. Legal translation is a highly specialised field that ensures your business’s documents are in order no matter what localized market you’re working within.

What is included in legal translation?

require legal translations

Image from Pixabay – Contracts and binding agreements often require legal translations.

What exactly is included in legal document translation? If you’ve just started looking into these types of services, here are a few types of documents that often require translation services,

  • Contracts and commercial proposals
  • Purchase agreements
  • Service agreements
  • Technical documents and manuals
  • Financing agreements
  • Company by-laws
  • Patents, trademarks, and copyrights
  • End-user license agreements (EULA)
  • Application letters
  • Deposition records

Why legal translation is important?

legal translation is important

Photo by Fauxels from Pexels – Effective team communication is one reason legal translation is important.

Having your documents in order is hard enough in one language, let alone others. When companies look to go global or if they’ve acquired an international merger, their business documentation should be translated into the native language of the area where they’re working. This ensures that communication is seamless and that the policies, procedures, and brand are consistent across the board. Further, businesses’ legal documents need to be translated appropriately when localizing to avoid lawsuits, hold-ups, and serious misunderstandings that could jeopardize the businesses’ legitimacy.

Machine translations don’t offer quality or consistency

Not even today’s current machine translations are a match for the translations performed by translation experts. Only a real person can understand cultural nuances, regional differences, and specific legalities that a machine may misunderstand. Official document translation performed by high-quality translation services ensures that translation mishaps won’t happen. With that said, machine translation can be suitable for certain types of legal projects, such as large-scale discovery projects. Output from the machine translation process can then be enhanced by introducing a human editing stage to correct obvious machine translation post-editing errors.

Related: Why Google Translate isn’t effective enough for business

Accuracy And Efficiency 

Legal translations need to be completely accurate, and this attention to detail can only be provided by a legal translation expert, making it imperative that you have a translation partner for your global business. Not only is having a partner more efficient it also takes the guesswork out of your sensitive documents while providing the right tone and avoiding potential liabilities.

Why do you need legal translation services?

International translation companies can help expedite a business’s international goals while getting through the legal hoops of a new global region by ensuring that all your legal documents are in order no matter where you’ve expanded.

Timely delivery

Like anything in business, a quick turnaround is important, especially if you’re moving into a new market. When you have an experienced legal translation partner at your fingertips, they will know the language and region you’re working in and will have a translation memory database to work with that will allow for a quick turnaround on documents that will be professional, accurate, and relative to the business area you’ve expanded into.

Complex legal terminology

Legal jargon can be overwhelming and complex, even in one’s native language. Legal translators know how to maintain the essential legal specifics of a document from one language to another so that it is comprehendible and maintains all the critical legal meanings, thus avoiding any liabilities or potential misunderstandings when making business deals and arrangements in your new region.

Cost-effective

Professional legal translation services will already have the knowledge needed to get the job done effectively and efficiently, cutting down costs and guesswork. This means you can get back to what your business does best within its new area.

Project management

A good legal partner can effectively manage a translation project as they can allocate the right number of translators for the job and will be able to manage the project from start to finish.

Ethical

Google translate or other machine translation post-editing can never ensure that the documents they translate are confidential. Items such as non-disclosures and contracts are important documents that must be handled securely and efficiently. A legal translation service can ensure that your documents are kept private and that they are accurately translated into the languages that you require.

Into23 is perfectly positioned to be your legal translation partner. Into23 specialises in document translation services, localization translation services, website translation services, and more for your global business. Contact us today for a free quote, and become our partner today.

From PUBG to Apple: How Localisation helped these Brands Dominate Global Markets!

Brands Beyond Borders

Some companies have grown exponentially by accommodating consumers with diverse dialects, languages, and cultures. Many brands have made localisation a force to help them conquer this kind of growth, allowing them to tap into the new markets. However, the trend of transforming content to a specific region or culture is not new. Many American software giants like Microsoft deployed their solutions worldwide back in the 80s. Today, with the help of digital communication, some famous brands are rendering content to countries outside their geographical location. It has allowed them to stay locally and globally relevant.

PUBG

Companies like Coca-Cola and Visa have made their brand almost invincible by recognising the power of “local relevance.” These brands dare to translate their content to regional contexts and are confident in curating content specific to a region’s preferences and tastes. Gaming brands like Nintendo and PUBG have gone global while managing to keep their local relevance alive.

How does maintaining “Local Relevance” help these brands grow? 

Localisation recognises the role of values, cultures, and dialects during brand messaging. It allows businesses to adapt to local language, style, and design. These elements take shape due to geographical barriers; however, localisation helps brands go beyond texts and phrases. Localisation does not mean mere “translation.” It is more than that. Although translators play a massive role in localisation projects, localisation has numerous key factors that come into play.

Competition in the international market is fierce; therefore, no two brands can afford to offer similar brand experiences. Such continuous differentiation has forced brands to pay great focus on a customer’s personal experiences. In addition, a brand with the ambition of going global cannot target diverse consumers using the same marketing campaign! Hence, we see companies optimising their ads for specific target markets. Consumers also want brands to communicate in their native dialects. It gives them a more personal feel. 

marketing campaign

According to a report by Common Sense Advisory, 72% of shoppers prefer purchasing from sites that use their native language. Almost 55% of them exclusively choose these sites over others. Let’s evaluate some brands communicating with global customers and understand how they connect with their audiences at a deeper level to drive engagement. 

Apple

There is no doubt about how much of a marketing genius Steve Jobs was. He helped Apple establish itself as a desirable, unique, and fashionable electronics brand. Their simplistic yet stylish products differentiated them from the herd in the USA. Apple is one of the biggest companies globally that launches culturally-relevant marketing campaigns all over the globe. Their previous localised campaigns are noteworthy! For instance, let’s look at their campaign in Japan. The Japanese culture disapproves of criticising others; therefore, Apple’s Mac vs. PC marketing campaign couldn’t work in Japan. Apple couldn’t take a direct shot at Microsoft! Rather than translating their American ad, they collaborated with local comedians to show Mac is for fun-loving individuals. Their marketing team didn’t just translate their content but also aligned it to match the cultural expectations of the native audiences.

Apple

Coca-Cola

This brand sells more than 2 billion bottles every day! Coca-Cola was one of the few global brands that focussed on capturing international audiences. Their campaigns, such as “Share a Coke,” used common English names like Jack, Tom, Mike, Alisa, etc., on the label. It helped them build familiarity and gave customers a reason to share their drinks. In countries like Russia, Coca-Cola localised the names using native names to synergise with the locals. However, in China, people don’t use initial names to address others. They prefer to address individuals by their last name. Therefore, Coca-Cola used taglines like “Share a Coke with your close friend or classmate.” The campaign brought impressive results for the brand, allowing them to bypass cultural constraints in China.

Nintendo

If we talk about app localisation, we must address the brilliant work done by Nintendo. Nintendo invests aggressively in in-app localisation, allowing them to customise their content for a specific demographic. They tailor the gaming experience by inducing local elements that appeal to the local audiences. Their strategies have helped them double their growth! They have also localised business steps like segment testing, product development, and content translation. Today Nintendo works with numerous localisation experts to develop marketing content. They also customise their official releases as per different markets. All this makes the brand deliver native gaming experiences while consistently maintaining the same level of satisfaction.

Gamming Language Translation

PUBG

PUBG, developed by Brendan Greene, is a popular action game with more than 400 million users worldwide! The game is widely popular in countries like China, the USA, the UK, Germany, India, etc. Acquiring such a huge base was impossible without translating or localising the content. You see, gaming is all about “emotional experiences.” That is why the game features twelve languages, including English, allowing them to engage local audiences and develop stronger connections. PUBG enables users to experience the same thrill regardless of their language.

Poor Translation & Localisation can Result in Branding Disasters!

As discussed, localisation is more than translation! It allows you to capture, grow, and retain new markets in the global economy. By now, you must have understood how localisation provides a competitive advantage to brands. 

But branding your business in an unfamiliar market is a challenge in itself. It would be best if you had insights and data that could highlight the preferences of your target audiences. Your business should partner with a professional translation and localisation company that can provide the right intellect and strategy to localise your content. Or else, poor translation and localisation can have severe business implications. Let’s evaluate them.

It can hinder communication.

If your brand wants to establish itself in multicultural settings, you must launch global marketing campaigns in many languages. To achieve that, you need to curate and deploy your final content within a fast turnaround. Failing to do so will hinder global communication and growth.

Low-quality translations

Imagine you have set up a website to expedite your products and services. What if your newly launched website is unable to deliver the right translation? What if the terms, measurements, and product descriptions are inconsistent? If your website translates your content into inappropriate language, it will severely harm your brand’s reputation and may lead to financial loss. 

Extensive pressure on customer support

Low-quality translation and localisation can pressure your customer executives. What if customers come to your website and raise support requests because they cannot understand the content? Therefore, your brand must ensure that support materials are localised for native markets.

Slow translation process

A slow translation process can hinder your international success. Imagine during an international launch; you cannot push out your content. Local players can benefit from that situation by launching the same services or content before you. Therefore, you may lose business to local players if the translation takes too long.

Language Translation Services

No centralised control 

No centralised control over the content will lead to inconsistent translations. Your brand messaging may become unreliable if your business partners or stakeholders use different translation suppliers.

No translation management portal

Falling for ineffective translation solutions can add severely to your business cost. Without a translation management portal, you won’t be able to keep track of your actual spending on translation and localisation. Exporting requirements, importing, billing, etc., requires you to keep a central solution for costing visibility and control.

Simply Localising Your Content is Not Enough to reach New Customers!

Today, 60 percent of the websites are in the English Language. According to a report by Statista, 26 percent of online users search using English keywords. It means that a massive online audience is underserved! Hence, localising your content is not enough to drive new clients. That is why brands need multilingual SEO and eCommerce Localisation

Let’s break these two factors into separate segments.

E-commerce Localisation

E-Commerce localisation can help you achieve excellence in the international marketplace. It allows you to transform your online business’ content (an app or website) in a way that it resonates with the native audiences you are targeting. It can help your eCommerce website or app adhere to local regulations, preferences, format, or currencies. 

E-Commerce Translation Services

Multilingual SEO

Since there are numerous users on the internet from different linguistic backgrounds, your brand needs to adopt multilingual SEO optimization. It can support your business in addressing and engaging the rest of the world! For instance, if your eCommerce business is based in the USA, you might consider attracting non-American clients or visitors from non-English speaking countries. Your brand must optimise its SEO strategy to attract and engage them. You can get visibility across different languages and locations. You’ll get to attract more traffic and more growth compared to your competitors. It will also help you evaluate the demands of your international clients.

Want to go Global? Consider these Checkpoints Before You Take Action!

Financial & operational stability of your business

International expansion of your business demands huge investment and a lot of resources. Your brand needs to have financial & operational stability before you sign up for this change.

Presence of potential international customers

If you have figured out an existing customer base for your product in an international market, it’s good to expand. Ensure you invest in the right metrics and surveys to evaluate the market potential and size. 

Knowledge of Markets suitable for your brand

As a gradually progressing brand, never focus on entering all spaces simultaneously. First, you must determine which market you want to tap. You can choose a market closer to your location so that your new customers share the same dialect, behaviour, or culture. It would keep your brand’s initial cost of translation and localisation low. Similar market space shares the same business climate, size, innovations, etc.

Are you “Ready” to tap into the new Markets?

Before opening up to the concept of “going global,” your business must prepare for the new markets. Brand messaging, marketing assets, logos, content, images, taglines, etc., must be localised to make your brand sound native. For this checkpoint, eCommerce localisation and multilingual SEO can be very effective tools.

How can Into23’s Localisation & Translation services help?

Into23 has a deep supply chain of professional freelance translators in key markets who use the latest technology during the translation project. We have years of experience as a language translation agency in Hong Kong. Check out our Portal for central billing, reporting, and ordering solutions.

We also provide automated translation management, which allows us to distribute content at lightning speed. Apart from automated content management, our team also offers Automated Translation Quality Assurance to meet the highest compliance standards. We help you adapt your brand’s message to your target audience’s cultural norms. Businesses like yours can develop custom translation workflow and achieve impactful marketing translation. 

Clients can leverage our neural machine translation engines for localising support documentation and FAQS. For your legal documents, you can utilise our native language translators. However, the post-editing process involves the manual presence of editors who correct the output. Allow us to take away your pain of managing translations! We respond to all incoming inquiries within 1 hour during our operational hours. Contact us now

How Voice Actors Helped “Netflix” Expand Their Business to 190 Countries?

Scene 1

The era Booming of Localisation

Today the most popular American subscription streaming service, Netflix, caters to more than 190 countries! But how did it manage to accomplish that? With popular dubbed shows like Bridgerton and Stranger Things, the voice talent industry is helping Netflix expand its services to more countries. The Spanish hit “Money Heist” has also been dubbed in numerous local languages. Many countries love consuming this Spanish original in regional accents as they prefer dubbed shows over subtitles. 

Netflix

The pandemic brought covid protocols and several travel restrictions to our lives; however, it couldn’t restrict the audiences from virtually traveling to witness new cultures via Web/TV shows. You may have noticed the massive popularity of action-packed anime. It is a testimony to how easily audiences can welcome content from different countries. According to a recent report, more than 50% of global viewers on Netflix watch anime, and these numbers seem to be on the rise. Japanese Dubbed series like Naruto and Fullmetal Alchemist has also received immense love worldwide.  

Netflix watch anime

These dubbed shows have put Netflix’s content in the front and center. Do you want to know more about dubbing? The dubbing process involves recording an alternative audio version of the content with a different voice. Although dubbing is quite similar to translation, the process is intricate and demands precision. It isn’t about repeating the same words in the local tongue; combining the right context and local flavor is the game! When content from different locations is localised, it allows audiences to enjoy the same thrill and adventure. 

Well, thanks to thousands of translation and localisation professionals who help us curate more localised content! Today many big streaming services have great opportunities for skilled localisation talent as they understand how translation and localisation professionals can help them deliver content to global audiences.

Scene 2

Make Your Business Talk like a “Local.”

If your business wants to go global, you must engage with your target audience as a “local.” Your brand voice should resonate naturally with its target customers and must communicate in their local language. According to a report, 70% of users feel more loyal to brands that provide support in their native language. Therefore it’s pretty evident how critical localised communication has become.

To achieve this, your brand needs a localisation strategy. Localisation is about translation, but it is also more than just translation! Talking to a customer in their native language requires you to maintain the right context, cultural relevance, terminology, and tone.

Voiceover
If implemented correctly, you can position your business to attract specific market segments. Due to these reasons, today, many businesses aim for multilingual and localised communication via video and audio content. Quite similar to what Netflix did, in the same manner, they want to engage with their prospects, customers, employees, and partners. 

They want to translate their digital content, but they also consider localising their audio and video content using voiceovers for the different languages. 

For instance, there is a surge in demand for voice-over work in eLearning content. Traditionally, eLearning courses were long-form, most from 30 minutes to an hour. However, today, more and more eLearning courses are available in short, bite-sized chunks to allow learners to consume them at their own pace.  The rise in demand for voice-over in the eLearning industry is evident in the growth of demand for eLearning voice-over. 

The demand for voice-over services is also rising in the corporate sector. Many companies have adopted new working models like the hybrid working model (home working/office working). Offering online eLearning training content to their employees is great for increasing employee engagement. We expect eLearning training to continue to grow, leading to increased demand for localised voice-over services.

voice-over services

The Interval

The role of Voice-Over Artists in the Whole Scenario

A professional voice-over artist can help businesses add a dialect and overtone to their content to which the local audience can connect. An expert voice-over artist can help companies understand the different approaches used in the local language and then incorporate them into their content. Standard dialects and visuals can allure more potential buyers and build a stronger connection with the audience, increasing revenue. Let’s briefly specify the benefits of working with voice-over translation.

  • More Box Office Collection: More local clients & sales

According to Harvard Business Review, 72.4% of customers say they are more likely to buy from a brand if the information regarding a product is in their native language. It shows that you can even boost your sales by using the power of voice-over translation; you can attract more local or native clients and boost your sales. A local customer will be more interested in interacting with any kind of information if it is presented in their local language. Therefore, if you plan to target a foreign market with a different language, you must use voice-over experts to make this expansion successful. 

Box Office Collection

  • Wider Fanbase: Reach a broader customer base

If your target audience is not limited to a single language, try reaching out to them in a different language. Consider multilingual voice-over translation services to reap the maximum benefits. With this type of translation, you can reach a broader audience base. Promoting the video in the native language will no longer be confined to language barriers.

Behind The Scenes

Into23 voice-over Translation Process

A standard voice-over translation process is not as simple as it sounds. Precise and accurate voice-over translation requires both detailing and the skill of a professional. During translation, accuracy is of utmost importance because even a single mistake can change the entire meaning of the video. The translation process begins with transcribing the original audio content of the video. There is no way one can translate the content without going through the script. 

Into23’s voice-over services involve script transcription, where needed, translation of the script; we also record the translation in different versions. Professional translators conduct the translation process, and professional voice actors do the voice. 

Into23 works with voice actors that primarily use their home studio. How does that benefit our clients? It allows our team to offer services at economical prices, offering a price that is more competitive than high-end professional recording studios. We must clarify that we do not target voice-overs for the movie or TV industry as these do require these high-end recording studios. 

The Climax

The typical process of Voice-Over Translation

Firstly, we consider the type of voice our client is looking for, e.g., age group, accent, male or female? Our team offers 4 to 6 voice samples matching the profile; the client then chooses their preferred voice. Once the voice-over artist is shortlisted, we provide them with a brief. Our brief includes the following things: 

  1. Voice style: in general, eLearning will be conversational. But because the courses are long, the conversational tone needs to be engaging.
  2. Pronunciation: Guide for any brand names or unusual words/terms.
  3. Audio recording specification: We specify whether we want 16-bit audio, 24-bit, or 32-bit audio files. The usual is 16-bit.
  4. Audio sample rate: The usual sample rate is 44.1 kHz for eLearning but 48 kHz for dubbing/video.
  5. Channel: Mono or Stereo channel. The usual for eLearning is Mono.
  6. File format: MP4, Wav, or MP3?

The Different phases of Voice-over translation

Voice-over translation

Phase 1: The artist records the script. 

Phase 2: During the post-processing of the recorded script, the professionals remove pauses, breaks, verbal ticks, or noises. 

Phase 3: They also validate the script recording to ensure accuracy. Re-recording is requested if any parts need correction. For eLearning courses, we split the audio files following the flow of the course.

Phase 4: We also take client feedback and implement the necessary modification due to script changes, pronunciation change requests, etc. Into23 allows 2 to 3 rounds of corrections.

Into23’s pricing model:

Our pricing model depends on the length of the script or the final audio length (in minutes). Voice-over actors charge per final audio minute. However, we estimate the final length after recording; we prefer to quote based on script length in words.

  •   Up to 10 mins of audio is less than 1500 words.
  •   30 mins of audio is a script between 3000 and 4500 words
  •   1 hour of audio is a script between 7500 and 9000 words.

The Cast

Different Categories of Voice-Over Translation

Voice replacement

One of the most common voice-over translation services within video content is voice replacement. Engineers mute the original audio, and the voice-over artist replaces the verbal content with his voice in the native language. One of the biggest challenges of this type of voice-over translation is matching the speed and delivery of the original voice. For example, there must be an emphasis on specific points in the original voice, some pauses, or breaks. It becomes difficult for the new speaker to match it accurately in such cases. 

The UN-style

Another voice-over translation service within video content is the UN-style. There are videos where both the original voice and the audience’s native language need to be heard. The UN-style translation never replaces the original speaker as the native language is just spoken over. 

The audience can easily hear the original voice for the first couple of seconds, followed by the native language voice. The sound of the native language usually surpasses the original speaker. It is helpful if you wish your audience to relate to the original voice. 

Off-screen voice over

This type of translation is ubiquitous in the eLearning realm. All the voices used over the translation are usually heard off-screen in this sector. The user can simply keep following the on-screen animations and texts.

Many international translation companies provide off-screen voice over. It is also the most straightforward type of translation since it requires only a single actor as the new language just needs to be synced. 

Dubbing

Dubbing might be the most recognisable type of translation. If you want the video to look like it has been initially shot in the native language, then dubbing is the right option. By the look of things, dubbing makes the video look more relatable in terms of the native language. 

For this, you have to choose from international translation companies as dubbing might be one of the most effective types of voice-over translations, but at the same time, it is challenging to implement. 

The End

Future Plans?

The future of voice-over translation will be a combination of AI and human voice recording. AI-generated voice recordings will allow a voice-over actor to produce a recording quickly, then edit it to correct any mispronunciations or other errors in the generated audio file. Into23 is also planning to offer synthetic voice recording services by 2023. We shall collaborate with some of our voice actors to provide this as a service. It will result in faster turnarounds, guaranteed high-quality output, and lower costs. For more details regarding our voice-over translation services, contact our experts now!

How to ensure your translation partner is data-secure

With legislation being implemented around the world to protect people’s privacy online and secure information, such as GDPR (General Data Protection Regulation 2016/679) in the European Union, which went into effect in 2018, and China’s Data Security Law (DSL) as well as its Personal Information Protection Law, which were implemented in 2021, the handling of data is governed by a complex patchwork of rules. 

Transporting data across borders is growing ever-more challenging. And with translation and interpreting often covering the transfer of information online, clients and vendors alike need to ensure they are compliant. The consequences of non-compliance can be onerous. For example, under the EU’s GDPR regime, penalties include a fine of up to 10 million euros, or 2% of a business’ entire global turnover for one fiscal year. 

In the EU, data security non-compliance can result in a fine of up to 10 million euros

Having a translation partner that’s data-secure makes good business sense and is the foundation of data compliance. 

When using a translation agency, it’s important to check that it’s data-secure. This means that the data is encrypted in transit and stored in a risk-appropriate manner. If you’re sending documents for translation, you want peace of mind that the best translation services company is handling the information securely. 

Read on for some top tips to keep your information safe and stay on the right side of the law.  

What is data security?

It covers the process of preventing digital information from being accessed by unauthorised persons, including by thieves, and encompasses security measures like ensuring hardware is physically secure, restricting administrative controls, and managing access.

The threat

Data security measures go a long way to preventing data breaches. They are necessary because such hacks are a growing problem around the world. The Identity Theft Research Center reported a 17% increase in data breaches in 2021, year on year. 

These attacks are partly attributable to intellectual property (IP) theft. IP covers inventions, creative expressions and ideas, and includes copyrighted work, music, software, movies and designs, to name just a few. Imagine engaging an agency to complete technical translation services on a new scientific discovery which has yet to be announced, and the information is hacked ahead of the launch and released to the media. 

Due diligence is the leading way to make sure your choice of translation services is a sound one. Whether you’re looking for a legal translation company, technical translation services, general business translation solutions, the process of assessing a potential partner is the same.

There’s an army of hackers out there driving a rise in data breaches, with a 17% increase in 2021

Conduct due diligence 

If you want to source expert translation services that are a good fit and are data-secure, you’ll need to conduct some thorough research. The aim is to gather information to make an informed decision. As well as looking at the vendor’s pricing and experience, data security is one criteria to add to the decision-making process. If a company falls down on data security, that’s a potential indicator it doesn’t pass muster in other regards too, like customer service, or accuracy.

What to look for?

Reputable language translation technology will have in place appropriate processes and protections to keep the information they handle secure from prying eyes and to stay compliant with data privacy policies. But how do you tell whether a translation agency in Hong Kong or a marketing translation agency in Singapore is data-secure? Here are the top things to look for. 

Check the platforms used

A Nimdzi report in 2021 identified more than 750 tech solutions in the translation industry, including translation management systems, legal document translation services, transcription services, audio transcription services tools and deep voice narration, among others. Using software localization services and multimedia localization services reduces the risk of a data breach. 


Ask what protocols are in place to comply with the law

If you’re transmitting and receiving data across borders and are concerned about staying compliant, it’s a good idea to flag any concerns or ask what measures are in place. This may involve just an assurance that the translation partner complies with the relevant regulations. 

Inquire about a track record of compliance

If presented with a choice between a company that had been fined for non-compliance several times and a company that had never been handed such penalties, the best course of action would be to go with the latter. Information that is indicative of a company taking compliance seriously is whether it conducts regular security and data audits. 

Ask about freelancers

Most translation agencies make use of contract freelancers. Therefore, it’s prudent to inquire whether your prospective partner ensures it has non-disclosure agreements in place and uses secure work platforms when working with freelancers.

Signing a non-disclosure agreement safeguards information

Sign a non-disclosure agreement

This is a good first step for safeguarding information. An NDA, in its essence, is a legally enforceable agreement that binds the signatories to a set of clauses restricting the sharing of confidential information. If you’re a company translating a series of patent applications, or you’re translating the documents for an initial public offering, for instance, an NDA would help ensure that sensitive information is not released or divulged. NDAs can be tailored to fit specific circumstances, with the parameters including definitions as to what constitutes confidential information and the obligations that each party is subject to, as well as the timeframe the agreement covers. 

Keeping data-secure and complying with relevant regulations are increasingly important, and by following the tips above, you’ll be able to make an informed choice, and pick a reputable translation partner

Get in touch today for a no-obligation chat with our translation experts, who are on hand to answer questions about your translation needs.

What are the main translation methods and techniques?

The process of translation may seem like a mere exchange of words and phrases from one language to another but as any quality freelance translator will tell you, there is a lot more to it than that. A good translator will use a variety of translation techniques and methods depending on the language it’s being translated into and the target market it’s aiming to reach.

Translation’s beginnings

The Gilgamesh on a partially broken tablet

A section of ‘The Gilgamesh’ on a partially broken tablet – Wikimedia

In history, the translation of writing goes back as far as the Mesopotamian era and is believed to have started with the epic Sumerian poem, The Gilgamesh, which was translated into a variety of Asian languages around the second millennium BC. The need for translation began to increase with the development of religious texts and theories. The word translation is derived from a Latin term that means “to bring or carry across”. The word metaphrasis in Ancient Greek, which means “to speak across” created the word metaphrase which was the first term for a “word-to-word” translation. As translation and translation studies became more common, defined techniques and methods took form. 

Translation methods and techniques

Vinay and Darbelnet Translation Technique

Vinay and Darbelnet – Time Toast

J.P. Vinay and J.Darbelnet were pioneers of translation studies as they created and published formalised translation procedures in 1958 with their book titled, Comparative Stylistics of French and English: A Methodology for Translation. It was one of the first times translation methods had been categorised and since it has become the basis of technique for modern multilingual translation services

Vinay and Darbelnet’s methods and techniques

While a translation method can be applied to an entire translated text, translation techniques and types of translation vary based on what elements will be translated. Vinay and Darbelnet detailed seven different techniques within two methods of translation.

Direct or literal translation method

This method is used when similar concepts and structures of the source language can be used in the translated language. Languages need to be similar in a variety of ways for these techniques to work as these types of translation techniques are not able to capture a lot of nuances found in language.

Borrowing technique  is a technique that involves borrowing a word from one language and using it in another. So the translator will make the conscious choice to retain a word while translating the rest of the sentence. You’ll often see this with English as the English language tends to borrow many words from other languages. While not explicitly a translation technique it is common with globally familiar words. 

Borrowing examples: sombrero, café, kimono, hamburger, kimchi

Calque technique  Many words don’t translate well into other languages, the calque technique is used by translators in this instance. A translator will coin and come up with a new word or term in the translated language. 

Calque examples: gratte-ciel in French is a calque of ‘skyscraper’.  An ‘Adam’s apple’ is calque of the French phase pomme d’Adam. Beer garden is a calque of the German biergarten

Literal translation technique – This technique is the most straightforward in that each word is translated directly. This is generally ineffective for languages that are not closely related and is generally only used with select legal or corporate translation.

Indirect or Oblique translation method

This method is most often used when languages and cultures are substantially different, such as English to Chinese translation. This method will usually change the structural or conceptual elements of the text to preserve its meaning.

Transposition – This technique involves a shift from one grammatical structure to another, usually with languages that have different grammar structures. 

Transposition example: Rendering a French noun with an English verb, Je l’ai vu avant la rentrée can be directly translated to English as  “I saw her before school started”, this changes the noun la rentrée into a verb.

Modulation – The modulation technique is extremely common in marketing when localizing into a new market. Modulation changes and adjusts the original text completely but it preserves the same meaning and patterns so that it is recognisable in target translated language. 

Modulation examples: Lebensgefahr in German means danger to life, whereas in English we would say “danger of death”. A literal translation of this phrase from English to German would sound odd and confusing to a German person. Another example is how French speakers refer to the top floor of a building as dernier étage which translates as “last stage” in English. A literal translation of this phrase from French to English would baffle many prospective English apartment buyers and renters.

Equivalence/reformulation  – Similar to modulation and also an essential technique for any localization strategy, this technique preserves the meaning of an expression or proverb by using something equivalent in the translated language. 

Equivalence/reformulation examples: The English phrase “It’s pouring,” which refers to a downpour of rain doesn’t translate into German but the meaning can be altered to give the same effect, es regnet in Strömen (It rains in streams).

Adaptive – This technique is a sort of cultural substitution or equivalent in that one cultural element is replaced with one that will be better suited and understood in the language and region it’s being translated to. 

Adaptive examples: Baseball or NFL football in the US 🡪Football in England

Choosing the best translation technique 

Out of these basic and common techniques, how do you know what translation tools, translation techniques or methods are the best for your business or localization strategy? Every business, strategy and approach is different so the best way to get a return on your investment is to use certified translation services. Quality translators will assess your documents, software, website, eLearning platform or eCommerce software to ensure that your business successfully reaches your target market and audience. 

Into23 offers high quality translation services in any language your business needs. Contact us today for a free quote so we can help your business enter new global markets and enterprises.

Want Better Returns? Use quality translations

Accuracy and quality translation guide

Just like cars that roll off the production line are released to customers only after they’ve been thoroughly inspected and have passed quality-control checks, translations are subjected to a range of checks and other processes to ensure the quality translation is of the required standard. 

Just like cars that roll off the production line, translations are subjected to a range of checks

Not all translations are created equal, though. Take online translation tools, for instance. The likes of Google Translate do a great job of quickly processing large volumes of text, but they are far from accurate. Tests, like those carried out by Douglas Hofstadter, a professor of cognitive science and comparative literature at Indiana University at Bloomington, show that online translators can’t understand context, which is crucial for accurate translations.

If accuracy is important for your translations, how do you ensure you get the best results from your translation partner? Read on to find out the ins and outs of translation accuracy and what to look for in high quality translation services.

Quality control

Translation quality control (QC) is the foundation of ensuring that the output meets expectations. It involves the output being checked to analyse whether it meets specifications. The key objective of applying QC checks is to identify defects so they can be rectified before the finished product is sent to the client. 

While QC is important to maintain high standards and ensure that work is consistently of the required quality—the QC process identifies where a translation falls short—it doesn’t improve the translation process before a work is complete. This is where quality assurance comes in. 

Quality assurance

This is the next level up of making sure the whole translation process produces the best possible output. Translation quality assurance involves planning the translation process, documenting the steps of the process and creating a set of guidelines and rules. The QA procedure results in a quality plan, the intention of which is to prevent mistakes occurring in the first place. Because a QA plan clearly lays out the steps for ensuring quality, it can increase the quality of work and save money and time. 

The QA process has three parts:

Planning

This stage sees expert translators and editors agree on the scope of the project, the tech tools needed, glossaries to use, and style guides. 

Execution

This is when the transaction takes place. The translator will follow the guidelines set in the planning stage. They will check their work, often using technology, ready for the next phase. 

Quality control

During this stage, the translation is reviewed, by an editor and/or a proofreader, who check for grammar and spelling, mistakes in terms of the terminology used, and syntax and punctuation errors.

International standards exist for quality translation services, specifying requirements for processes, qualifications and resources.

International standards

ISO 17100 are the international standards for high quality translation services. They specify requirements for translation processes, translator qualifications and tech resources to ensure the work is high quality. These guidelines include four key clauses that demonstrate why ISO 17100 compliant technical translation services can be trusted to produce high-quality translations. The guidelines:

  • Ensure the people selected to perform translations are appropriately qualified.
  • Ensure suitable processes are in place to handle and analyse client enquiries, determine project feasibility, prepare quotations, and entering into agreements with clients.
  • Ensure compliance with the client agreement from the moment it is confirmed to the end of the project.
  • Ensure processes are in place to handle client feedback, assess client satisfaction and take corrective action, if needed.

Quality Translation process

Weaving quality checks across the whole translation process maximises quality and reduces the chance of mistakes occurring in the first place. Here’s what that process looks like:

  1. Translating
  2. Editing 
  3. Formatting 
  4. Localising
  5. Proof-reading 
  6. Desktop publishing 
  7. Final checks
  8. Sign-off

If all translation agencies online follow this process and conduct quality checks throughout the whole process, mistakes are more easily spotted and corrected. Following is a list of common errors:

  • Spelling errors
  • Grammar mistakes
  • Terminology issues 
  • Formatting errors
  • Contextualisation mishaps

Tips for getting the most accurate translations

For the best possible results, pick a translation partner that pays attention to the details

Find expert business translation services

You should find an expert translation and localization provider who works in a related field. This applies both to the subject area and the geographic location. For example, if you’re localizing a marketing campaign, the translator should have experience working with similar products and in the market you’re targeting. 

Check if the translator is a native speaker

Accepted industry practice is for the translator to be a native speaker in the language they are translating into. If you translate from Chinese to Japanese, a native Japanese speaker would be best-placed to produce the most accurate translation. 

Avoid online translation tools

If accuracy is a key criteria of success, then don’t go with an online translation tool. These are good options for processing large volumes of text quickly when accuracy isn’t important. For accurate high quality translation services, stick with a human or at least have a human check it through after (machine translation post editing – MTPE).

Seek verified translations

Content that’s translated by an expert translator will be checked by an editor and/or proofreader. This verification process minimises mistakes and ensures the translated content is fit for purpose. 

Technology solutions

Though online translator tools don’t pass muster when it comes to ensuring accuracy, there is a range of tech tools that professional human translators use to check their work. As well as manually checking their work, translators use platforms like automatic quality checkers that recognise patterns and computer-assisted translation (CAT) tools. Using these can increase efficiency as well as accuracy, resulting in a superior result. 

The goal of translation is fairly simple: conveying information given in one language into another language. But doing it expertly and accurately is a highly complex task. 

Whether you’re looking for multimedia localisation services, dubbing and subtitling services, academic translation services or a legal document translation agency, the information above will help guide your translation efforts so you get the best results each and every time and avoid paying for a wrong translation

Get in touch with Into23’s team of highly skilled experts today to learn more about accurate and quality translation solutions.