As the saying goes, there’s more than one way to skin a cat – and this applies to translation too. More often than not, texts can be translated in a multitude of ways. If you tasked ten linguists with translating a marketing slogan into the same language, the chances are that you’ll end up with ten different versions.
Whilst styles and preferences do differ, this is not to say that one translation is the best and the rest are categorically inferior. Although the source text naturally guides the translator’s choice of words, their strategy is also heavily impacted by the intended purpose, the Skopos. This Greek term gained traction in the world of translation studies in the 1970s after German scholar Hans J. Vermeer advanced his functionalist Skopostheorie, which was later expanded by fellow academics such as Christiane Nord. Breaking ties with earlier theories which dictated that loyalty to the source text (i.e. equivalence) was the be-all and end-all, Skopostheorie quite rightly attaches importance to the function of the translation.
Communication does not happen in a vacuum
How we communicate depends highly on the context and our communicative goals. Let’s say you are hoping to sell a product. You would likely underline your sales argument with terms such as ‘user-friendly’, ‘cost-effective’ or ‘top-quality’ to invoke positive emotions. If you’re specifically operating on the UK market, where humorous, disruptive marketing currently reigns supreme, you might even get chummy with the other person, employing an informal tone to build that all-important bond and reel them in. In contrast, if you’re giving a presentation on astrophysics, the goal is to convey specialised information – using flowery, friendly language is less important and perhaps even counterproductive here.
In the grand scheme of things, translation is no different. The ultimate question is: What are you seeking to achieve with your translation? You might need a rough gist of an email to reply to a colleague – in which case you’re essentially looking for a quick summary, no bells and whistles needed. Or you might need to know the exact wording of a contract for use in cross-border litigation. This scenario, in contrast, calls for pinpoint accuracy, with no scope for omissions, assumptions or creativity, and you may need the translator to act in a consultatory role, adding in explanatory notes on foreign legal concepts.
Translation is a two-way street
With this in mind, it’s important to engage with your language service provider and offer them insights into who the translation is for and how it will be used. It depends on the nature of your text, but try to mull over questions such as the following:
- Are you trying to reach a certain readership – e.g. older or younger consumers, laypeople or experts, frontline staff or the C-suite?
- What market(s) are you targeting?
The relevance of such questions boils down to the fact that different groups of people communicate differently. Translators should factor this into their work to ensure the text truly resonates with the intended readership. And although many countries share an official language – just think of how many Spanish-speaking nations there are – they all have different laws, customs and cultural norms.
When translating into the lingua franca of English, it is relevant to mention if you are using the translations beyond officially anglophone countries. Firstly, this is because the translator may need to avoid idiomatic turns of phrase to ensure comprehension among non-native speakers. Secondly, although English is commonly used for business in e.g. the United Arab Emirates (UAE), how you address a US reader will differ greatly from how you would address a UAE reader.
- Are you seeking to trigger a certain emotional response?
- How do you want to be perceived – playful or serious, new kid on the block or tradition-steeped market player?
- Have you written this text in response to a particular event? For example, are you trying to regain trust in a product after negative media attention?
- For marketing content, what competitor brands do not align with your intended style? Here, translators can look at how these competitors communicate in their language and opt for a different tone of voice.
Whether you are trying to come across as fun and playful or as a serious expert in your field has a big impact on the wording and tone of voice. There’s a large difference in style between trying to make readers chuckle and trying to educate readers on a complex subject matter. Once again, knowing such details helps guide the translator in their choice of words.
- Are there internal or external limitations to consider?
One example of internal limitations could be required compliance with an in-house style guide – in which case you should provide this to your translation provider for reference. External limitations could refer to character limitations, e.g. for meta tags or social media posts. Once again, passing on such information means that the translator knows what phrasing would work best. In a nutshell, the greater insight your translation provider has, the better equipped they are to deliver the desired results.
How First Edition can help
In the localisation business since 1981, First Edition Translations has amassed a wealth of knowledge in handling multilingual communication. Our linguists and DTP specialists work hand in hand with our friendly project management team to deliver exactly what our clients need. We’ve had the pleasure of collaborating with names such as Bolinda, Cambridge University Press, CNX Therapeutics, DK, Karo Pharma, Royal Society of Chemistry, the NHS, and The Metropolitan Museum of Art – the list goes on. Whatever the size of your project and whatever languages you need, we are happy to discuss your localisation needs under enquiries@firstedit.co.uk