“Wash hands before meeting with customers” is the sign next to the sink in the 1-800-Translate men’s room, just like in the scrub rooms of some of our big hospital clients. Translation, like medicine, requires thorough preparation and meticulous attention to detail. When I make my rounds I wish I could wear a white lab coat with a stethoscope around my neck, so my clients would understand that I’ve come with the cure. Because when Translation Guy limps into the ward on his cane, it can only mean one thing: a customer in pain.
So tonight, a case from the files of “Dr. Translation Guy, Word Whisperer,” with the catchy title, “Linear Translation Syndrome Diagnosis and Treatment.” WARNING! This is not some rare disease that people only catch on TV. This happens every day. It may even be happening to you right now! (Remember what I said about Translation Guy and customer pain? I leave no stone unturned.)
Current Japanese translations “reek of butter.” Infected by source syntax and structure, presenting awkward style and exhibiting general evidence of translation,. Patient reports that the be rewritten by staff every time they comes back from the current language service provider. Despite best efforts, the current translation service has not been able to come up with Japanese that doesn’t stink of source language contamination. Numerous previous attempts to get to a less “translate-y” output from various vendors have not been successful. There is a translation memory, but no style guide or glossary. Translators are not responsive to reviewer changes.
Diagnosis: Linear Translation Syndrome, Stage IV, Chronic
Recommend Course of Treatment:
1. Create a translation memory and glossary and style guide. Even a few lines can save a lot of trouble later. Client participation may sometimes be required.
2. Always use the same translators so they can translate based on their prior experience and deeper understand as they become familiar with client requirements. No pools.
3. Test translators. This is particularly important in Japanese, since poor style among Japanese translators is common. Editors and project managers with editorial literacy are required too, and are not so easy to find in the US. Many US multi-language service providers do not have the Japanese language expertise to detect bad style.
4. Create a robust feedback loop so that any errors are not repeated, and rules and expectations of good style in the context of a professional translation process are shared among all: translators, PMs on client and vendor side, and client-side reviewers.
If these elements are executed competently, good, well styled translation is the usual result. But if we still aren’t getting the results we are looking for, additional steps are available.=
5. Do an adaptation, which is where we make changes that may affect meaning to make sure the overall communication objectives of the translation are achieved. This can be done by a properly qualified and briefed translator, or by a copywriter doing a rewrite of the original translation. One client, for example, we use a Japanese-speaking American copywriter to put the final polish on much of their already translated English work, turning translation into copy. Some clients have found that was the only solution that really met the high quality goals they had for their message).
6. Work more closely with client reviewers, by providing a professional framework for their amateur editorial efforts. Client reviewers are encouraged to communicate directly with our translators, by email or phone conference, so that their issues can be addressed directly, native-speaker to native-speaker. We also are big on providing worksheets and support to reviewers to help them do a better job with less frustration.
“Has the patient been saved, Dr. Translation Guy?” the young doe-eyed intern asks.
The Word Whisperer crushes some vicodin into his Chablis, slugs it down, slams his glass on the examination table. “That’s the wrong question. We are not talking about a patient, but a prospect. A crucial distinction, since prospects are often not compliant.” Whisperer looks at the blinking monitor next to the iv. “Damn, the pipeline is only at 50%. We could lose him!” He slams his cane against the gurney, knocking loose a catheter full of translation memory, spraying the examination room with misaligned translation units. And fade to credits. To be continued….