Editor’s note: Mandy Toth is a translation consultant at Translation Excellence, Aurora, Colo.
With the world turning into a global village, more organizations than ever before are trying to expand their reach beyond the domestic scope. With the advancement in technology, the number of enterprises going global has potentially increased as operation across multiple markets brings obvious benefits. But new markets can prove to be dangerous if one does not have a good understanding of new and prospective international audiences.
There are many translation services active all over the world. To make a mark in the global economy, organizations must have a plan to be understood by the audience by presenting relatable content. Even the smallest error can harm the reputation of an organization. Marketing researchers must be sure to have solid standards for collecting, recording and analyzing correct data to adapt material into different languages and make it understandable to the audience. Below are seven translation factors the MR industry should consider.
1. Improper translation of questionnaire
If a questionnaire is not used correctly, there can be a lot of confusion. If the translation is not appropriate, then the customer may misinterpret it. The entire effort may be in vain if there is a cultural clash. For example: if a questionnaire in English is presented to someone who isn’t aware of the language, the original meaning may be lost resulting in an output that may be distorted or completely useless.
This step of translation must be done at the beginning to get precise findings. This will not only save researchers from any future loss of financial resources but will also prevent wasted time. Data collected will be more accurate and it will also be more convenient for the targeted audience. Once the proper results are obtained, a good analysis of the public could be done, which in turn will help not only to formulate effective business strategies but will also help you to lead and strengthen your organization in new regions.
2. Formatting
Formatting issues may not sound so important but if it is not tackled properly it may result in a complete transformation of the meaning. With the slightest error in formatting, the significance of the word changes. This becomes a concern when a word is underlined as a way to highlight it.
For example, “非” means “not” and is frequently used in surveys. But “not” cannot be translated as “非” with the underlining, because now it looks like “韭” (leeks). The best way to avoid such errors is to use either bold or italics to highlight the word.
3. Non-expert translations
Taking a professional approach has become very important because even the slightest change of word may completely alter its meaning. Not having a professional expert translate your marketing material may prove to be much more fatal than expected. Proofreading is also essential. Use of Internet programs to automatically convert the material tends to give the word for word or closest word match. This may result in an incoherent and inappropriate output.
For example, a marketing translation failure came from KFC where the fast food brand launched restaurants in China but did not invest in expert translation services. This made their globally-recognized slogan “finger licking good” translate into “eat your fingers off.” Such small blunders may harm the reputation of the company and influence its customer base.
4. Culturally inappropriate content
The biggest error is to be culturally unaware about the targeted audience. Before beginning the translation process one must be thoroughly aware of the geographical statistics, religious beliefs, political restrictions, etc. Translated content must be appropriate according to a targeted audience. If the marketing campaign is not sensitive to the cultural matters, it is sure to be a big failure.
For example, an American motor company once tried to launch its new model, the matador, in Spain. But they were quick to learn that in Spanish, matador means “killer,” inappropriate for a place infamous for its dangerous roads.
5. Ignored or irrelevant legal and regulatory content
Before starting with the translations, one must be aware of the laws of the land. Translators must have adequate knowledge about the required country to ensure that the material does not breach any laws and regulations of the country. If any material contradicts the laws it should either be removed or revised accordingly.
6. Improper use of imagery and colors
It is not only important to have a perfect translation of the text but also of any images. If the material does not have an appropriate picture, the audience is less likely to be attracted to it. The right image efficiently delivers the brand message. Therefore, the choice of the image along with the style and color plays a key role in defining the brand identity.
Just like an image, colors can also have different meanings in different contexts. It may have a positive meaning in one culture but a negative (or no) meaning in another culture. The most famous example is the color white, which is the color of purity and peace in Western cultures, while mainly associated with mourning and misfortune in the East.
7. Unnecessary use of metaphors, puns and idioms
Idioms and metaphors are often used while writing headlines and taglines to make them more attractive and to have a long-lasting effect in the mind of readers. But these cannot be used without having a detailed understanding of the local culture. An idiom used in one region or country, if translated, may not have the same effect and meaning. While the language can be translated with more accuracy, the sayings and ideas may not travel so easily. So, the translation must keep in mind the cultural considerations so that the output is in line with the brand character.
Conveying your message
The purpose of translation is to effectively convey your message to the required audience. The translated matter may have some rough edges but if it conveys exactly what you are trying to say, your job is done. Avoiding mistakes in business is like saving money. Keep in mind the different backgrounds and cultures to avoid any expensive mistake in the future.