Let's discuss the importance of translation vs. transcreation!
23/01/2019

Translation vs. Transcreation

Translation involves rendering one language to another. Sounds simple enough. However, without proper attention to context and culture, the intended meaning can be lost in the translated text. Phrases in one language should not be expected to directly translate word for word into another language. Poetry, for example, doesn’t directly translate because it’s filled with feelings and personal interpretation. For brands, slogans, and taglines often include regional slang and colloquial words that require an approach beyond translating methods alone.

That’s where transcreation comes in.

What is transcreation?

Transcreation is the merger of two words: translation and creation. It’s an intricate form of translating that preserves the original intent, context, emotion, and tone. Originally conceived by marketing and advertising professionals, the goal of transcreation is to duplicate the message thoughtfully and seamlessly, without audiences realizing a translation ever occurred. The finished product should give the audience an identical emotional experience as the source message.

The process

Where translation usually begins with a source text, the transcreation process frequently kicks off with a creative brief. The expert producing the transcreation must have the skills and knowledge to not only know the cultural nuances of both languages but must understand the “spirit” of which the original message was created. In the process, the transcreator may also take creative liberties and make significant changes to the translation in order to uphold its original meaning. With special attention given to the end user, all content created should resonate with audiences from a cultural point of view.

In addition to translated copy, transcreators can also advise on the look and feel of the client’s campaign. The expert will assure that all creative, such as imagery, color, and layouts, align and will resonate with the local market. Again, the goal is not just to translate text, but to evoke emotion with proper cultural adaption across all fractions of the campaign. For example, the expert will recommend if models in advertisements need to be replaced to better fit the demographics of the different market.

How to improve the process?

Due to its dynamic strategy and attention to various aspects of a campaign, transcreation has become a focus within the translation industry. To better improve the complex process, it’s important that the source copy is final before moving it into transcreation. Last-minute changes can disrupt the transcreation process and extend projects past the deadline. Also, because creative liberties are often taken in transcreation, it’s extremely beneficial to have an approval process in place with sign-off from a relevant product or brand manager within the target market of the campaign.

A prime example of a brand utilizing transcreation is McDonald’s, which adjusted its North American slogan from “I’m lovin’ it” to “I just like it” in China. The word “love” in the Chinese language is extremely serious and rarely said aloud. “I just like it” is a localized expression more in line with Chinese culture. In addition to slogans, McDonald’s also localized their menus to suit the tastes of the target market. A McDonald’s in the Philippines, for example, may offer the McRice burger, while a McDonald’s in India will offer a McPaneer Royale. When done correctly, transcreation is an effective way for brands to authentically reach new markets in a meaningful way and achieve greater brand engagement and recognition.

The TEP Process in the Translation Industry
16/01/2019

What is the TEP Process in the translation industry?

In the translation industry, solid processes are central to quality. One key process, known as TEP, underlies most of the projects and workflows Language Service Providers (LSPs) handle. TEP is an acronym that stands for Translation, Editing, and Proofreading. When a document is assigned under the TEP process, the Project Management team puts together a 3-step workflow and three different linguists (or groups of linguists, depending on project size and deadline) work consecutively on the documentfirst the translator, then the editor, and lastly the proofreader. 

What is the TEP Process in the Translation Industry

TEP Process: Purposes and Outcomes 

We know that, in writing and translation, errors are an inevitable part of the process. Even the most skilled translator or copywriter can miss a typo or make a minor mistake. The TEP process is a strategic approach to translation used not only to ensure that a text is free of errors and omissions but also to protect the meaning conveyed in the original language by establishing a chain of linguists that add value in each step. 

Premium translation and localization services that follow this process offer higher quality translations because they provide layered oversight. The TEP process is the cornerstone of most translation workflows where the expected outcome is an accurate text in another language. However, it can also be a part of broader localization workflows. For example, the localization of different products (such as video games, software, or mobile applications) sometimes requires more complex processes involving text extraction, layout design, transcreation, dubbing, testing, and more. Embedded in these workflows, the TEP process can enrich the quality of the localized texts to ensure accurate and culturally appropriate products for the intended audiences. 

Breaking Down the TEP Process 

We view the TEP process as a whole, but each step in the workflow has its own purpose. While the process may vary slightly between LSPs or projects, each stage is generally handled as described below. 

Translation: The Kickoff 

The first step in the TEP process is translation, which is conveying meaning from one language to another. Context is extremely important at this stage. Translators consider not only the language and country of origin but also the regional language variant. Additionally, the linguistic team uses the client’s preferred computer-assisted translation tool, leverages the client’s translation memory and termbase, adapts the text to the target audience, and follows a general or specific style guide for all projects. 

Editing: The Quality Assurance Check 

Editing is the next, and arguably most important, step in the process. After the text is translated, editors verify that the translation is accurate and aligns with the rest of the passage. Editors read both the source and target texts so they can spot any mistranslations or omissions. They review and analyze the translation to ensure it is true to the original text, while also making stylistic, grammatical, and syntactic edits. Since translators sometimes unintentionally copy structures and words from the source text, editors pay close attention to style, rewriting sentences in a more natural way and checking to see if there are better words that preserve the meaning and cultural nuances in the original text.  

Editors also strive to incorporate extra-linguistic conventions and country preferences, such as the way dates are written or government agencies are referred to. The editor is ultimately responsible for making sure that the translation is clear and complete. Translation services that do not employ the TEP process will often jump to the proofreading step without this thorough review. 

Proofreading: The Final Eye 

Proofreading is the final stage of the TEP process.  The proofreader’s scope is more limited than the editor’s; their task is to scour the target text for any grammatical, punctuation, or spelling errors. During the translation and editing steps, the text is written and rewritten; when editors fix different issues, they may introduce unintentional mistakes such as typos, double spaces, missing words, repeated articles, and misplaced commas. Proofreaders scan the final text to fix any of these problems. Just like editors, proofreaders will also consider stylistic guidelines, if any, to make sure the target text complies with the requirements. 

Usually, proofreaders or Quality Assurance Managers oversee this last step. In addition to manual proofreading, they can also check the text with quality assurance tools, like Verifika or XBench, to fix any errors the human eye may fail to spot. 

What is the TEP Process in the Translation Industry

Putting Quality First 

The TEP process is an option within a range of different solutions aimed at ensuring quality in localization services. Project Managers (PMs), in consultation with clients, may opt for it through informed decision making that takes into account the stakes of the project, the client’s specific needs, the context of publication, and other factors. There are simpler workflows—such as translation and editing (TE) or translation and proofreading (TP)—that can be helpful in specific scenarios. And for sensitive materials, clients and PMs may even adopt a translation, editing, and editing (TEE) process, which means two editors will review the translation consecutively. 

Furthermore, it’s important to note that the TEP process is not necessarily the only workflow available in terms of quality assurance. Given that delivering high-quality, appropriate, and accurate localized texts is the final goal of any LSP, the Project Management team can decide, in consultation with the client and other project stakeholders, whether additional steps are required. These can include post-layout review, in-context testing, or back translation, among others.  

The Takeaway  

To ensure quality translation services, it’s best to go beyond workflows that just involve translation and editing. Without the knowledge that both an editor and proofreader bring to a project, clients run the risk of delays or even additional costs to correct unnecessary translation mistakes. The three-step system protects clients from poor translations that diminish the results they wish to achieve and ensures easy reading for audiences

A Professional Translator’s Guide to ATA Certification
09/01/2019

A Professional Translator’s Guide to ATA Certification

In our world of professional translating, obtaining an American Translators Association (ATA) Certification is truly a milestone achievement. With an overall pass rate of less than 20 percent depending on language, the exam to become certified can trigger hesitation for even the most confident and experienced linguist. In addition to personal achievement, an ATA Certification can provide immediate professional credibility and distinction. Similar to joining to a professional association, the certification validates your dedication and comprehensive knowledge of that particular language. Listing your certification on your LinkedIn, resume, and even e-mail signature appeals to clients as they can confidently expect higher quality work.

As one of the most respected and recognized credentials in our industry, the ATA Certification Program acknowledges translators who possess the skills to provide quality translations. The three-hour, open-book, proctored exam offers testers three passages of which two of these passages must be translated. Topics vary from finance to politics that include idioms, proper names, and sentence structure designed to be difficult to translate. The test taker must produce a translation that is not only accurate but sounds natural. Every error counts as at least one point and is weighed differently depending on the severity of the mistake. To pass, test takers cannot accumulate more than 17 points in errors.

There are various approaches test takers can take to prepare for the challenging exam. ATA practice tests are available that provide insight into the nature of the exam and an understanding of how errors are marked. These practice exams also allow testers to gauge how well they will perform on the exam as well as skill areas that need improvement. Enrolling into translating classes or attending exam workshops can further improve language proficiencies. Lastly, there are many blogs and resources available from those who’ve passed the test, offering their first-hand experience and applicable tips.

We’re proud to announce that Terra’s very own CEO, Marina Ilari, has obtained the coveted ATA Certification. With over a decade of professional translation experience, Ilari earned a degree in Literary Translation from the Universidad del Museo Social Argentino, and a Certificate of Proficiency in English from the University of Cambridge. She’s an active-certified member of the ATA, attending every conference hosted since 2013 as well as fulfilling her continuing education requirements.

“I’m honored to join the ranks of other ATA-Certified translators, a distinguished accomplishment we worked very hard to achieve,” explained Ilari. “I became a translator because of my love for language. This recognition is an extension of this dedication and commitment to my industry.”