Translation is often seen as a highly technical process, focusing primarily on factual accuracy in order to convey a precise meaning.
However, great translation strives to reveal deeper meanings, beyond the literal interpretation, in order to ignite emotion and inspire a reaction from the target audience.
This merging of technical knowledge and creativity transforms translation into a master craft.
Our latest post explores translation as a creative process, and considers the importance of human translation within this process.
What is translation and why is it a creative process?
Translation, the process of adapting a text from one language to another, has been used by humans since the first forms of writing.
However, in the last few decades, it has become much more mainstream – thanks mostly to the digital revolution and our ability to connect with people all around the globe in an instant.
But, this ability to connect with people relies upon a decent level of communication – we need to be able to “speak” to each other – and to do this effectively, we must speak to each other in our native language.
The point at which translation becomes a creative process is when people, emotions, meaning and impact, converge.
For instance, a translated marketing campaign might convey some of the original message and purpose, but is not likely to be culturally appropriate which means it won’t resonate so meaningfully with the new audience in the same way as the original.
This is where the creative element comes into play…
Language Service Providers (LSPs) who use native-speaking, human translators with in-depth knowledge of the language and the culture, are able to localise the translation so that it is a better fit for the intended audience.
They adapt the text so that it isn’t merely a direct translation, instead, it forms a new creation which matches the tone and voice expected by the target audience, and which conveys the message of the original text even though the words are changed for different audiences.
The original message must be understood by varied audiences with differing cultures and perspectives so this creative translation and localisation ensures it is accurate and evocative.
The demand for creative human translation and localisation
Our digital world offers access to unique markets around the world yet to make the most of these markets we must connect with customers in their native language, with content that is familiar, culturally appropriate, and meaningful.
This has formed a demand for creative human translation and localisation.
Localisation is so effective as it adapts content to suit different cultures, adapting aspects such as, slogans, taglines, descriptions, brand elements, images, and other features which are not directly translatable.
Human translators use their knowledge and experience of the language and culture to convey the original message in a way that respects and utilises cultural and linguistic nuances.
They understand the target audiences’ demand for a personalised and engaging experience when interacting with a brand’s website, social media posts or customer service, so can tailor content in unique ways which are unachievable with machine translation or AI.
The importance of human translators
Human translators possess the following four traits which make them unique in their abilities:
1. Highly specialised skill sets
From their language skill to their industry experience, or from their marketing knowledge to their design experience, human translators possess highly specialised skills sets which help them create culturally fitting, linguistically accurate, and successful translations and localisations.
2. Target market understanding
Human translators literally live and breathe within their target market so they have an innate and vital connection to the language and culture linked to it.
Native speaking translators understand the broader context within which the translation or localisation will fit so are able to adapt texts with this in mind.
3. Research skills
When it is necessary, human translators and professional Language Service Providers are also able to use their exceptional research skills to assist clients and ensure they get the best results from their localisation.
Local customs, laws, regulations and so on, must be understood and followed for a campaign to be truly successful in a particular market.
Additionally, elements such as SEO and digital marketing are often shifting to keep pace with technologies so LSPs ensure research and knowledge is up-to-date.
4. Collaboration
LSPs often use relationship managers and project managers who collaborate with both the client and the translator to ensure that the client’s expectations are met or exceeded.
This collaboration helps to define objectives, ensure consistency, improve accuracy and relevancy, and ensures quality standards are achieved for every translation or localisation.
Effective translations and localisations require high levels of skill and creativity which only human translators possess.
These translators and LSPs ensure that the creative practices enhance the overall effectiveness and quality of every project, bridging the gap between one language and culture, and another.
To find out how Creative Word can help you bridge the gap in your next translation or localisation project, contact us now.
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