It’s easy to think, why pay a language firm to translate my text or advertise when I can get a free, automatic translation? For starters, automatic translation is totally unreliable, and cannot convert a text correctly into any language. With any form of automatic translation even a single sentence can be converted into a linguistic mess. Even if you manage to interpret most of the text, no automated system can provide marketing localisation service. Espresso Translations – London offers excellent info on this.
Localisation is one of the key aspects of effective product delivery. Not only does a competent translation service like Tomedes interpret the vocabulary of an advertising or webpage, but translators find the content to make sure it’s appropriate for the intended language and culture. Moral codes, traditional traditions, dialects-among many other cultural factors-affect a translation’s accuracy just as much as the terms that are actually translated. Anyone planning a marketing and advertising strategy translation for a foreign market should always hire a skilled translation service. The firm’s credibility relies on that.
Mistranslations are guaranteed to take effect where there is little or no attempt (i.e. automatic translation) to correctly interpret some text or communication to a foreign audience. Whether it’s digital translation, internet translation, or even a basic advertising ad translation, if it’s mistranslated or unacceptable, that clearly portrays a very negative picture of not just the marketing department but the whole company.
Still not sure you need skilled translation of the language for something like a quick translation of Spanish advertising? Many advocating for the “Have Milk?” were not either. As they neglected professional translation services, their basic two-word message turned into “Are you lactating?.” General Motors brought their slogan to South America, and converted it into “No va,” or “It’s not moving”-probably not the message they expected. Another big business, the brewing company Coors, have converted their motto “Make it loose” into Spanish; except for the Spanish translation, it was “Suffer from Diarrhea.” I suspect very much that’s what they intended by turning it loose.
These examples show clearly why localized translation is so essential. Anyone who knows a little Spanish will interpret a few phrases or just one line. The trouble is, the terms themselves can literally mean one thing, but used for another context within the community. We use a number of phrases and expressions to imply anything different than the actual meaning, and the same is true about every other language.
If localisation is required for Spanish translation, then something like Chinese translation of ads or Hindi translation would need it even more. Pepsi made more than one marketing disaster. They broadcast a Pepsi ad in India in the 90’s showing a young boy serving Pepsi to football team mates. The ad culminated in a complaint by a civil court in India, on the grounds that it glorified child labor. This could have been avoided by using a qualified localisation company.
Clearly not gaining from this mistake, they then tried to translate Chinese from another advertisement, “Come Alive with the Pepsi Generation.” Their version stated, “Pepsi is taking the parents back from the grave.” Pepsi, though, was not the only one. KFC also experienced major difficulties as they attempted to interpret the Chinese phrase, “Finger lickin’ nice,” which literally converted into “Bite your fingers off.”