February 8, 2012

Lost in translation? You don’t know the half of it!

Handwritten scribbles

If you’ve ever played with an online translator like Google Translate, you’ll know that while these tools are pretty good, they’re not perfect.

Before you entrust such a tool with your promotional copy, head over to the Lost in Translation Multibabel tool and enter it there. The tool will take it through up to ten languages and back to English.

Think the results will be intelllgible? Here’s the text for one of our service pages after the Multibabel treatment. Can you tell what it is yet?

To announce the project, invested in the words, the end to control if each part of the contact writes that you are in the way of persuation with its customers and pertinent has.

You’ The RH in the transaction, each part of the writing is important. Each signal if a customer of the pages of a pamphlet pressures, not simply does not adapt it to information, he is _activement that _activement convinced, or at least would have that to be.

A good part of the copy not only declares the circumstances the end equally to work but conceited the lecturer or a certain position of its opinion or ideas of the taken one by the transactions. One leaves memorable of the writing knows the reliability of its small flag, improved ingualmente the squeeze you outside of the amount and the conservation of the manufacture of the improvement.

Our project of the advertising seemed to White Books of direct mail whole, with the national visualizations of the variety of the newspaper behind pamphlets, as with the types of this sequence of the video of the training it catalogues and in the studies finished with bulletins. In all in case that we work with the customer, the end to produce adequadamente in way of convincing form and the writing, who was starting, for the aim.

Engaging stuff, eh?

Selling in a foreign language

French dictionary success

This is a guest post by Mike Garner, director of Really Good Writing, 4Networking’s oldest members and specialists in bilingual French and English online marketing and digital PR.

In the 1980s there was a travel agency in Paris not far from the Gare du Nord whose name escapes me but whose strapline was the rather uninviting, “Please, go away”. I’m still struggling to see what was lost in translation. It was one of the worst hooks I’ve ever seen in my life. What’s more, the proud owner asked me what I thought of it and even though I translated it for him, months later the sign was still there.

I once met a British company trying to sell conservatories in France. They were wondering why they weren’t getting anywhere until someone pointed out that “conservatoire” in French means music school. The Internet abounds with scary translations of signposts or menus that we can all laugh at, but presuming you don’t want your marketing materials to be mocked, here’s a few hints about getting it right.

Think culture, not language

Don’t go thinking that just because you have a dictionary (or Google Translate) you can switch your message into another language and be understood by everyone. The UK and the USA are famously two countries “separated by a common language”. Add a real foreign language and you can imagine the cultural minefield you could be getting into.

For example, you can use themes that are slightly more overtly sexual in France but don’t go talking too much about money to the French. Stereotypes perhaps, but they have their basis in truth. Ideally, hire a local marketing agency to help you with the cultural problems that your product or service may encounter.

When you do translate, do it properly

There are some things you will have to translate, a brochure or manuals for example. Only last week, I had a conversation with someone who was surprised to learn that computers don’t to that kind of thing. Fortunately for human translators, computers have a long way to go before they are good enough to imitate real people. Machine translations are fine if you want to get the gist of what a text means, but real communication still involves real people. Ideally, you should choose one that lives in the country of the target language with extensive knowledge of the source language.

Some things HAVE to be translated

Be aware of consumer law in each country you are working in. All food labels and machine and appliance manuals must have a French translation in France for example. Not only is that a legal requirement, it makes common sense. Imagine if you brought home your new lawn mower (just to pick an example) and all the instructions were in a language you didn’t understand? We’ve all tried struggling with the VCR with the rubbish translations, getting them right is really essential for good customer service.

Remember regional differences

Just because you’ve translated a document into another language doesn’t mean to say you can use it anywhere that language is spoken. Canadian French really is nothing like the French you learnt at school. Quebec is a linguistic enclave in the middle of a sea of English and despite their efforts to preserve their French, their language is heavily influenced by what’s around them. You must think about localisation.

Employ local staff

Selling and marketing in a local language is not a DIY exercise. The experience of locals is essential and you must take on board what they say. You’ll increase your chances of success tenfold.

It would seem logical that, unless you’re selling in a really international market, you can’t sell to foreigners in English. Even though some do try. Just think about your target market a bit and take steps to think like your customers think. It’s all about them, it’s not about you.

Error avoidance! Minimise your mistakes

Proofreading error

Startlingly large numbers of businesses seem to rely heavily on Microsoft Word’s spellchecker alone to catch errors in their professional communications. This can be dangerous practice, as mistakes are frequently missed by machines, particularly where the mistake is more to do with the grammar than spelling.

Poor punctuation, grammar and spelling in your business writing can reflect badly on your business, so here are some pointers for effective proofreading.

Read a hardcopy

It’s notoriously difficult to pick up errors when reading a document on a computer screen, never more so than when your eyes are tired and your patience is waning.

To give you the best chance of noticing errors, print your document off and check through a hard copy, underlining errors as you go with a pen with strongly contrasting ink. Once you have finished, correct the errors on your electronic copy and then repeat the process once more to ensure new mistakes haven’t been created.

Get a second opinion

When reading over your own work, it is very easy to read what you expect to see on the page, rather than what is actually written. This means that your own proofreading may miss simple errors. To prevent this, have another person check through the finished document once you have read it yourself.

Don’t forget, even if there aren’t any errors as such, a fresh pair of eyes can also help you iron out ambiguities and awkward phrases.

Be consistent

Not every proofreading mistake is a mistake if viewed in isolation, which makes some errors particularly hard to spot. For example, there’s nothing wrong with the word “synthesise”, but if it appears again later in your copy as “synthesize”, you have a problem.

This type of error is most likely to happen if you have more than one contributor to the same document, or you are drawing information from several sources before editing. To help reduce confusion, it’s useful to put a company ‘style guide’ in place which sets out the preferred form for all debatable spellings and grammatical constructions. If that sounds like too much work, it’s possible to buy style guides right off the shelf to adopt as your own.

Use ‘track changes’

If you’re working on a long document, or passing it to someone else, a great tool for those using Microsoft Word is the ‘track changes’ function. This allows you to keep a record of what changes have been made and then accept or reject them at the review stage. This can be useful if you feel certain corrections might be up for debate.

Track changes can also be used if you need to make last minute additions to a document that has already been proofed as it will highlight clearly which areas are new and therefore need to be checked again.

Check it again once it’s in position

Sometimes, errors only present themselves when the copy is in place on a leaflet or online. If you use a printing service, ask for proofing copies and check through the final documents you receive back before approving the full print run.

It’s not unheard of for printers to create new errors such as printing pages in the wrong order, so don’t assume that the copy you sent is the copy that appears in print. Similarly, cutting and pasting by web designers isn’t foolproof, so check through all your copy once your design has uploaded it but before you allow anything to go live.

If in doubt, consult a professional

If accuracy is vital for your communications and you don’t have a colleague or friend you trust to weed out any errors, it may be worth having a reputable proofreader go over the finished document. A professional proofreading firm will go through your text with a fine-tooth comb and could provide that vital reassurance you need before letting the printers roll.

Embrassing errers: the ten biggest proofreading gaffes

Proofreading error

When it comes to proofreading copy, whether it’s intended to be published online or in print, there’s no room for error. As soon as that copy is out in the public domain, it stands as a representation of whoever has written it.

The job of a proofreader is to act as a safety net for these errors, catching and modifying mistakes before they can be allowed to slip through – but sometimes, mistakes slip through regardless. Even the most diminutive of proofreading errors can cause huge repercussions, at the very least making the author seem careless and uninformed, and at the worst changing the meaning of what is being said entirely.

Although this can be amusing in some circumstances, ultimately this casts a bright light on just why proofreading is so important to your business.

Read on for ten of my favourite famous proofreading gaffes, where small instances of poor proofreading have gone on to cause widespread chagrin for the red-faced authors.

1. Proofreaders wanted

When posting an advert looking for proofreaders, you would expect the job description to be grammatically flawless. However, a job advert posted recently seeking a ‘Copy Editor for Women’s Magazine Site’ contained no less than 3 spelling errors: twice asking for ‘editting’ experience, and going on to cite the name of the magazine incorrectly as ‘Women’s World’ instead of ‘Woman’s World’.

2. Continuity error

Of course, it isn’t only orthographical gaffes that need to be picked up on by the proofreader – maintaining continuity is just as important. An early edition of Mary Shelley’s Frankenstein contains the phrase ‘the latter days of December’. However, a vigilant proofreader would have altered this to ‘September’, which was the month being referred to in the rest of the passage. Later editions of the novel carried the correct date.

3. Grauniad or Guardian?

The Guardian newspaper has garnered an impressive reputation for frequent typographical errors, so much so that it has earned the nickname ‘The Grauniad’ (first used in Private Eye magazine). Often cited is The Guardian’s first ever issue, which contained the spelling error ‘atction’ for ‘auction’.

4. Mis-stated

In 1988 the University of Wisconsin awarded thousands of diplomas with the glaring error ‘Wisconson’ typed on every one. Six months passed before anyone picked up on this blunder. An official at the time defended this by saying the certificates had been proofread, but only to check their names and degree-subjects – not any of the ‘standard information’.

5. When corrections become errors

A poem by W.B. Yeats, ‘Among School Children’, contained a reference to the ‘solider Aristotle’. An over-zealous printer assumed the poet had made a spelling error and corrected it to ‘soldier Aristotle’ – a correction that stayed in print for years and gave the sentence an entirely different meaning.

6. Adulterated text

In the 1632 edition of the King James Bible the omission of the word ‘not’ gave whole new meaning to the seventh commandment, appearing as ‘Thou shalt commit adultery’. The printer of this error was fined £300 for his mistake.

7. Web figures gone awry

Several products at Comet’s online store were advertised at bargain prices in 2002, when some obviously incorrect figures were left unnoticed and went live on the site. This resulted in some lucky shoppers being able to buy, for example, an Aiwa hi-fi worth £89 for £8.43.

8. The costly comma

The case of a comma cost a Canadian cable television provider over a million dollars in 2006, when it lost a court case in a contract dispute with a telephone company. This was due to the inclusion of the second comma in the line of the contract which stated that the agreement “shall continue in force for a period of five years from the date it is made, and thereafter for successive five year terms, unless and until terminated by one year prior notice in writing by either party.”

Though the cable television company believed that the first five years of the deal were secured, the inclusion of the second comma changed the meaning of the sentence, which allowed the telephone company to terminate the contract at any time with one year’s notice.

9. Checking failure

GCSE students across England were left in the lurch in 2008, when their exam papers contained a significant disparity between question and answer booklets. The exam board responsible for the papers had failed to pick up on this and allowed some hundred thousand exam booklets to be printed before school invigilators noticed the mistake.

10. Not consulting a dictionary

A newspaper headline touting the benefits of reading Webster’s Dictionary in 2000 can hardly have done much for the Jackson Citizen Patriot’s credibility. The published story about an avid reader of the famous dictionary was accompanied by the headline: ‘Want to spell like a champ? Read Wenster’s dictionary.’