The Localization Process

Localization (also known as L10n, where the number 10 represents the number of letters between the l and n.) is the linguistic and cultural adaptation of a product, software, application or document so that it meets the requirements of the specific target market or locale. The locale is the language and geographic region that also includes common language and cultural information. The audience should feel a connection to the product and feel as though it were made for them.

The professional practice of localization is very important in different industries, such as technology, medical and pharmaceutical. This practice is booming among those companies that want to expand their products around the world and understand that they need to consider localization efforts as part of their business plans.

We, as linguists working in localization have an aptitude for language and global cultures in our specialization. Before creating a message, or defining the channel, one of the most important elements is to know and understand the receiver (i.e the ones who are going to get the message) because the more the sender knows the receiver, the more the receiver will understand what the sender wants to say.

The localization process involves many steps apart from the translation process itself. An organized and clear translation flow is vital for a successful content translation and localization. The localization process also involves redesigning content to suit the market audience’s tastes, adding relevant content or removing irrelevant content according to the new locale, converting phone numbers, currencies, hours, dates to local formats, changing the layout for proper text display, following legal requirements and regulations in the target market, and modifying graphics and images to target markets. Culturalization is also a key component of the localization process that transcends language and focuses on the cultural, geopolitical, and historical adaptation of the content into different languages for specific locales. With culturalization, companies can ensure that their content is globally appropriate, locally relevant, and adapted to local cultural sensitivities and free of local offensive statements. To conclude, while localization has the power to meet users’ language needs, culturalization goes one step further to ensure that users from different cultures can interact with a product in a more meaningful way.

When you define your localization strategy, it is crucial to look into the newest language technologies to find ways to optimize the translation or localization process so that it can be faster, cheaper and better.

It is also very important to involve terminologists in the localization process to ensure accuracy, consistency, and appropriateness of term usage. Terminologists may facilitate the writing, editing, and translation process by researching and locating information that may assist linguists and other language services professionals to produce high-quality translations..

Once the localized translation is finished, editors and proofreaders must check translations for mistakes and consistency of terminology, and generally refine the translation ensuring that the text no longer reads as a translation, but as if it was originally written in the target language.

Finally, it is very important to hire Localization QA for the last step of a localization process. They will perform their work with an exceptional attention to detail, a systematic approach and strong technical expertise. Sensitivity to nuance and contextual meaning is also very important. Linguistic quality assurance (LQA) is the term used to identify the quality evaluation process used to assess the localization/translation quality of a project against predefined standards. It usually comes with a quality score assigned to a translation using a set of criteria and a set of error categories. After giving a score to all the different evaluations, one can easily find out whether a certain translation meets the quality standards that have been previously defined.

Today, we believe it is imperative to have your product duly localized. Do you agree?

An Epic Trip Right at the Time of the Coronavirus Outbreak

We really love traveling! Who doesn´t? However, when we departed from our homes to attend three great international conferences in the US –TAUS in San José, GALA in San Diego, and SIA In Miami– we never thought that this unprecedented situation was going to happen. Literally, the world was suddenly turned upside down…

For many months we had carefully planned our trip to learn, to connect and to enhance our skills to continue offering our best quality to our clients.

Our first destination was San Jose, California. Even though we were excited to be right in the heart of Silicon Valley, the atmosphere was weird and different. Everybody was kind of afraid and uncertain, not sure what precautions to take and what was going to happen.

After some days visiting clients, and watching demos of awesome technological tools, the WHO declared spread of the novel coronavirus COVID-19 pandemic. As a consequence, many of the companies we were supposed to visit decided to close. There was a strong rumor that both Argentina and the US were was going to close the borders with the outside world.

We immediately look into all the possibilities to return home. So, without hesitating, and with many companies still left to visit, we cancelled our trip to San Diego, which was our second destination to attend GALA 2020, and managed to get our tickets to Miami, from where our plane to Argentina was departing. A real pity for us since we had come all the way from the end of the word and none of the conferences did take place.

An unusual picture of Miami International Airport, which was almost empty.

Fortunately, after a compulsory 14-day quarantine, we were healthy and ready to come back home. During those hard days, we were blessed to count on the unconditional love and support of our family, our beloved friends, and our colleagues from around the world.

We are living difficult times and we will certainly have something to learn from this. In the meantime, we must keep our faith and stay together. We have to keep going and doing our best to move forward, despite the current obstacles.

How are YOU coping with the difficult global situation that we are currently facing?

Please share your comments with us!

The Mindset of High-Achieving Translators

We will be presenting at the upcoming Conference in Miami @qassuranceconsulting

See you there!

The Mindset of High-Achieving Translators

What do all high-achieving translators have in common? It’s not only education, resources, or experience— it’s that they also have the mindset of a high achiever. 

Every decision we make has an effect. We can make conscious choices to adopt and practice the discipline of high achievers. We can cultivate the essential attitudes and behaviors that will take us where we want to go— and beyond!

In this session, attendees will learn practical examples taken from real-life and unique attitudes that can lead them to have a high level of productivity and a mindset that will set them apart from others.

The speakers will help participants discover their own strengths and develop a marketing strategy through some actionable items.

The aim is to share tips and tricks to climb up the ladder and become non-generic, unique, and remarkable professionals with the freedom to choose their work and have fun.

Gabriela and Dolores will share their own expertise with the audience. See you soon!

ISO 12616 – Translation-oriented terminography

The quality of a translation can be measured partly in terms of linguistic elements, such as style and grammar, and partly in terms of the accurate use of the terminology involved.

Translators have always had a need to record terminological information for later use. Translators dealing with specialized texts face an increasing need to record and retrieve terminological information, as it saves time and allows them to work more efficiently. Whether we work alone or in a team, translation-oriented terminology work is the key to keeping track of our expertise, making it possible for us to reuse our knowledge and to share it with others.

The decision to implement a system for recording and retrieving terminological information requires a good deal of forethought. First, translators or LSPs must know how to store terminological information and what kind of terminological information they wish to store. Once this decision has been made, they have to find and utilize an appropriate computer tool.

ISO 12616 was published in 2002 and it was last reviewed and confirmed in 2015.

The International Standard provides the necessary elements for quality control of terminological information in translations. Experience has shown that terminography (i.e. part of terminology work concerned with the recording and presentation of terminological data) facilitates translation by enabling translators

 to record and systematize terminology, 

 to use terminology consistently over time, and 

 to deal more efficiently with multiple languages. 

By recording terminological information systematically, translators can enhance their performance, improve text quality and increase productivity. The terminological information contained in a text shall be identified according to pre-established criteria. This information shall then be investigated and documented using reliable, authoritative sources wherever possible. In cases where such sources are not available, the translator should cooperate with subject specialists to find ways of translating terminological information adequately.

In recent years corpus linguistics has seen tremendous success in translation-related fields. The TAUS Data Association has successfully encouraged competitors to share translation memory data with each other in an attempt to improve translation memory results.

A termbase is a computer database consisting primarily of information about domain-specific concepts and the terms that designate them. Specialised translation deals with domains of knowledge, and every domain is organised through concepts that are linked to objects or ideas relevant to that domain. Termbases may be monolingual, bilingual, or multilingual

Glossaries and termbases share certain similarities but a glossary may or may not be equivalent to a termbase. A glossary may be equivalent to a termbase or it may have more in common with general-language lexicographical resources, such as bilingual dictionaries. 

The structure of the terminological entry shall ensure that:

  • All terminological information, including changes in meaning, context-dependent use, etc, can be recorded adequately, and
  • All information can be easily processed and retrieved.2

#terminography; #terminology; #standards; #standard12616; #qualitycontrol #ISO 12616 #termbase #corpus #glossary

Happy International Translation Day!

One of the reasons why we honor translators is their capacity for creative thinking, their intuition and their ability to decide which type of translation will fit the subject matter and the intended audience. Human translators translate information in the right context to ensure that the message is correctly delivered while conforming to the linguistic and cultural preferences of the target user.

September 30 has been marked as International Translation Day since 1991. It was chosen because it’s the feast day of the great Bible translator St Jerome, the patron saint of translators.

At QA Consulting we love to celebrate! And this is actually the most important day in the year since we love to express our recognition to all colleague translators and interpreters who deserve a special day.

The aim of the International Translation Day is to honor translators for their valuable work in fostering understanding, development and peace and in connecting nations.

The United Nations General Assembly created Resolution 71/288, to establish September 30 as International Translation Day.

This year has been declared as the International Year of Indigenous Languages by the United Nations and the theme for the celebration of the International Translators Day is, “Translation: Promoting Cultural Heritage in Changing Times.”

“Good Girls go to Heaven, Translators go EVERYWHERE!”

Let´s Celebrate this Wonderful Day!

Creativity and Innovation

“A person in the middle of the creative process cannot feel even that he is hungry or tired, his body disappears, his identity disappears from his consciousness…”, stated Mihaly Csikszentmihalyi, the author of the book “Creativity: The Psychology of Discovery and Invention.”

Creative people are always asking questions, coming up with creative solutions to one problem, and exhibiting playfulness. They have strong emotional sensitivity, are usually seen as nonconforming and are not afraid to be seen as different.

If you have ideas but do not act on them, you are imaginative but not creative.

“The left brain is logical, linear, by-the-numbers; the right side is creative, artistic, empathetic.” Daniel Pink.

Read more: https://www.oprah.com/spirit/oprah-talks-to-daniel-pink/all#ixzz60XhgPYjp

As creative translators, we are always searching new ways of being more innnovative for our transcreation and copywriting jobs. After many years on the road, we have started to feel that practice helps to keep our mind alert. We have to keep looking into different ways of triggering our creativity.

General Characteristics of Creative Individuals: 
  1. Genuinely values intellectual and cognitive matters.
  2. Values own independence and autonomy.
  3. Is verbally fluent; can express ideas well.
  4. Enjoys aesthetic impressions; is aesthetically reactive.
  5. Is productive; gets things done.
  6. Is concerned with philosophical problems, for example, religion, values, the meaning of life.
  7. Has high aspiration level for self.
  8. Has wide range of interests.
  9. Thinks and associates ideas in unusual ways; has unconventional thought processes; can make unusual connections to unrelated ideas or things.
  10. Is an interesting, arresting person.
  11. Appears straightforward, forthright and candid in dealings with others.
  12. Behaves in an ethically consistent manner; has consistent personal standards.

Source: https://thesecondprinciple.com

Traducciones Públicas

“Las cualidades propias de cada lengua son intraducibles: todo está en relación con los datos específicos de una nación”. Goethe

En los Estados Unidos, en la actualidad, existen más de 1,3 millones de abogados registrados en 2017, según la Bar Association (Asociación de Abogados de los Estados Unidos).

En diferentes países en Sudamérica, el número varía. Si comparamos a la Argentina con los Estados Unidos, en Argentina existen muchos profesionales en relación con la pequeña población del país.

Cuando se traducen documentos legales, es necesario entender el sentido y contar con el conocimiento de los textos. Como Traductores Públicos, matriculadas en el Colegio de Traductores Públicos de la Ciudad de Buenos Aires (CTPCBA) cumplimos la ley al firmar y certificar documentos personales y corporativos. En 1964, se aprobó el 1º de Abril como el “Día del Traductor Público”, por ser reglamentada por primera vez la entrega diplomas en el Colegio de Traductores Públicos de la Ciudad de Buenos Aires. 

El Traductor Público es el profesional universitario con un dominio sólido de la traducción cuya incumbencia, de conformidad con la Ley 20.305, es la traducción de todo documento que se presente en idioma extranjero ante reparticiones, entidades u organismos públicos.

El Traductor Público es el único profesional habilitado para actuar como intérprete y traductor en una sede judicial.

Además, sus servicios son solicitados por el área privada para la traducción de todo material escrito que requiera responsabilidad profesional y un alto grado de capacitación y de especialización.

La Traducción Pública o Traducción Certificada

La traducción de un documento de un idioma extranjero al nacional, del idioma nacional al extranjero o de un idioma extranjero a otro, tiene carácter público cuando lleva la firma y el sello de un traductor matriculado en los idiomas en los que interviene, en estricto cumplimiento con las formalidades establecidas por el CTPCBA que legaliza la firma y el sello del profesional insertos en la traducción.

Así, el traductor público, con su firma, da fe de lo traducido y se responsabiliza ética y legalmente por su trabajo.

La función social del Traductor Público

En el siglo XXI vertiginoso y globalizado, el traductor continúa ejerciendo su rol histórico de puente entre culturas y, como nexo insustituible de comunicación, ofrece precisión en el manejo del lenguaje, en los más diversos temas.

El traductor público es, por su formación académico-técnica y por su compromiso ético, un profesional capacitado para garantizar la confiabilidad de una traducción.

El ejercicio de la profesión de traductor público exige, cada vez más, mayor especialización y conocimiento, tanto en las lenguas como en las nuevas tecnologías, y un profundo conocimiento y aprendizaje actualizado de ellas. Por lo tanto, este profesional se encuentra permanentemente comprometido con la formación continua en su idioma materno y en los idiomas en los que está matriculado.

En la República Argentina, el traductor público es el único profesional habilitado para dar validez legal a una traducción mediante su firma y sello. Este carácter fedatario le otorga una marca distintiva que hace imprescindible su intervención cuando se busca garantizar seguridad jurídica en las diferentes transacciones. Sus áreas de competencia incluyen la traducción al español de todo documento en idioma extranjero que deba presentarse ante reparticiones, entidades u organismos públicos en la República Argentina y la traducción del español a un idioma extranjero, de la cual da fe con su firma y sello.

Por lo tanto, la necesidad de que intervenga un traductor público se corporiza en el ámbito público o privado cuando se solicitan servicios de traducción que exigen responsabilidad profesional y un alto grado de especialización.

El traductor público, en calidad de perito auxiliar de la justicia, actúa como intérprete en sede judicial cuando se deben traducir oralmente los contenidos de una lengua fuente a una lengua meta. Muchos colegas se forman en la disciplina de interpretación y también se desempeñan como intérpretes de conferencia, en modalidad consecutiva o simultánea.

Nosotras valoramos el gran abanico de oportunidades que nos brinda nuestra hermosa profesión. Consideramos clave poder disfrutar y aprender cada día un poco más y así seguir ofreciendo el mejor servicio posible a nuestros clientes.

Videoclip del CTPCBA sobre la importancia del Traductor

Marketing Day 2019

¡Un evento que nos inspiró para brindar más creatividad en cada uno de nuestros proyectos!

El Congreso, que este año se tituló Libertad, Límites y Fronteras, tuvo lugar el  27, 28 y 29 de mayo de 2019 y convocó a más de 60 disertantes, tanto nacionales como internacionales, con el auspicio y la participación de las mejores marcas de Argentina, para tratar temas de vanguardia entre todos los directivos y ejecutivos que conforman la mayor comunidad de Marketing de nuestro país.

En este Congreso del Día del Marketing AAM 2019 al que asistimos el mes pasado nos encantó la propuesta: una reflexión sobre la Libertad, los Límites y las Fronteras. Los disertantes dieron sus puntos de vista acerca de las distintas connotaciones de la palabra Libertad para lograr una mayor compresión del valor de sus distintos significados en cada uno de los mercados en que se desempeñan.

Según la AAM, podemos ir más allá de los Límites actuales del Marketing y apoyarnos en otros saberes para ampliar las Fronteras de nuestro conocimiento. Esto lo podemos alcanzar mediante la interacción con todas las ciencias y en ejercicio de nuestra Libertad. De esta manera, fortalecemos nuestras compañías y logramos un Marketing más sustentable e integral.

¿Qué libertad valoramos más?

 ¿La libertad de expresión, de movimiento, de pensamiento, de actuación, de prensa, de gustos, de enseñar, de aprender, de comprar, de elegir, de sentir o de compartir? ¿Tener más posesiones nos da más seguridad y más confort? ¿Viajar a todos lados y por cualquier lugar me hace más libre que vivir donde vivo siempre? ¿Pensamos que más en sinónimo de libertad? Este espacio generado por la Asociación Argentina de Marketing dio rienda suelta para que cada participante pudiera reflexionar sobre este gran valor que es la Libertad.

¡Libertad, divino tesoro!

Si bien la libertad es un concepto abstracto de difícil definición, creemos que está vinculada a la facultad que poseemos para llevar a cabo una acción de acuerdo a nuestra propia voluntad

¿Con cuál de estas definiciones se identifican más?

La palabra proviene del latín: libertas, -ātis.

Según la RAE (Real Academia Española), Libertad significa:

  • Facultad natural que tiene el hombre de obrar de una manera o de otra, y de no obrar, por lo que es responsable de sus actos.
  • Contravención desenfrenada de las leyes y buenas costumbres.
  • Licencia u osada familiaridad.
  • Exención de etiquetas.
  • Desembarazo, franqueza.

En nuestra opinión, la Libertad nos brinda el poder de crear sin límites ni fronteras y desarrollar la mejor versión para cada proyecto lingüístico que emprendemos.

Estas son solo algunas de las excelentes citas ofrecidas por los disertantes:

“Queremos ser parte de la historia de nuestros clientes. Nuestro trabajo es el eco de nuestras creencias.”

“Es necesario que entendamos nuestra propósito. En el mundo digital, hoy se puede medir todo.”

“De un buen grupo, se forma un gran equipo. Manejamos almas. Las empresas deben basarse en valores.”

La creación significa romper esquemas para encontrar caminos más directos con nuestro público.

Día del Marketing

El 27 de mayo de 1965, se fundó la Asociación Argentina de Marketing (AAM) por la iniciativa de un grupo de pioneros locales del sector. Treinta años después, a propósito de la fecha del nacimiento de la entidad, el gobierno decretó el Día del Marketing en Argentina.

Si bien marketing es un término de origen inglés, ya es una palabra que se naturalizó dentro del idioma castellano. De hecho, está incluida en el diccionario de la Real Academia Española (RAE), cuya definición es “mercadotecnia”.

En líneas generales, el marketing es un conjunto de técnicas y estudios que tienen como objeto mejorar la comercialización de un producto. En consecuencia, resulta determinante al pensar una estrategia de venta, aunque no siempre se utiliza de la forma correcta.

Según la American Marketing Asociation (A.M.A.), el marketing es una forma de organizar un conjunto de acciones y procesos a la hora de crear un producto “para crear, comunicar y entregar valor a los clientes, y para manejar las relaciones» y su finalidad es beneficiar a la organización satisfaciendo a los clientes”.

A continuación, en el Día del Marketing en Argentina, algunos de los errores más comunes según los especialistas:

– No investigar el mercado correctamente antes de lanzar un producto. Es un error muy común no haber invertido el tiempo y los recursos necesarios para comprender la dinámica del mercado en el que se va a lanzar un nuevo producto.

– Falta de planificación. Es preciso que la estrategia a desarrollarse haya sido analizada, pensada y, por ende, que sea clara. De manera tal que los contenidos de la campaña sean coherentes con los objetivos del negocio.

– Buscar nuevos clientes antes de fidelizar los ya obtenidos. Otro de los errores más repetidos es disponer todas las energías en la captura de nuevos clientes, olvidándose de mejorar la estrategia y los contenidos con los que estaban anteriormente.

– Falta de paciencia. La perseverancia es fundamental para lograr el éxito con el producto lanzado. Dentro de la persistencia se incluye experimentar una y otra vez para comprobar si la estrategia dispuesta funciona.

– No conocer a la audiencia. Es imprescindible conocer bien a quien se dirige la estrategia para instalar un producto. No alcanza con la analítica cibernética para conocer a los potenciales clientes, es necesario saber que quiénes son, qué hacen, qué les gusta, qué les importa, qué es lo que buscan o quieren y cuales son sus principales problemas.

– No utilizar correctamente las redes sociales. Muchos piensan que es suficiente con compartir cada tanto sus productos en las redes sociales. Un error muy común que se conecta con otros de los señalados más arriba: la falta de estrategia y perseverancia. En ese sentido, aparece la importancia del rol del Social Media Manager y el Community Manager, quienes tendrán más claro el plan a desarrollar de acuerdo al tipo de negocio, las audiencias a las que se dirigen y sus intereses.

Fuentes: La Nación, AAM, AMA

Transcreation: the Art of Translating Creatively

To be a good translator, knowing the two languages you are working on is not enough. One important translation feature is the attempt to be as consistent as possible with the rendering of original words.

There are basically three translation methods:

  1. Literal Method: The intention is to provide the closest possible correspondence between the original language words and their equivalent in the target language.
  2. Paraphrase Method: The translator freely rewords the original language to convey in the target language what he understands to be the basic meaning of a text.
  3. Dynamic Equivalence Method: The objective is to produce the closest equivalent meaning of the original text, not necessarily a word-by-word or literal rendering.

The last method is the closest approach to the process of Transcreation. Both Translation and Transcreation are linguistic processes. It can be challenging to translate correctly and capture the same meaning of some creative content in another language.

Content Marketing

A company´s marketing content is a precious asset and a literal translation may lead to all sorts of problems. Some alternatives to a literal translation are marketing translation, transcreation, brand localization, multimedia localization, and copywriting. Transcreation is the most popular alternative in this area. It is a mix between literal translation and creative copywriting. Specialized translators can come up with the appropriate and equivalent message, including play on words and other creative concepts while maintaining the sense of the original message.

In transcreation, professional translators try to re-create a client’s original message for a new market. An investment in well-crafted content in the source language should never be put at a risk when translating it for a different market. The possible risks are that the translated content can be meaningless, unfamiliar, inapropriate, or confusing in the target language.

Some providers of transcreation give advice to customers on their creative asset so that it can resonate better in the local market. Like most marketing content, a transcreation is intended to trigger an action from the audience. Ideally, before embarking on the actual transcreation process, the concept should be tested and all possible issues pointed out. It might be that the visuals are not quite right for the target market, or it could be that the whole concept is not a good idea for some countries.

Unfortunately, many low-quality transcreation examples are slogans. It might seem easy to localize a slogan because after all, it is only a few words. However, a good slogan needs to be quickly understood by the target reader and should be memorable. Many slogans use humor to grab the audience’s attention but these tools won’t necessarily work in another language or culture.

Transcreation services can help develop a brand’s identity in new markets. The aim of our team of professional translators specialized in marketing is to help companies spread their marketing content effectively and clearly in different global markets. Let us become the artists of your global content marketing.

Source: Studies in Translation. Edited by Mohit K. Ray; Translation or Transcreation. Discourses, Text and Visuals. Edited by Cinzia Spinzi, Alessandra Rizzo and Marianna Lya Zummo.