The Guide to Translation and Localization: Obtaining Native Quality Translations

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The Guide to Translation and Localization: Obtaining Native Quality Translations

By Lingo Systems,
Portland, OR, U.S.A.

info [at] lingosys . com
www.lingosys.com

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[ Table of Contents ]

Chapter 5: Obtaining Native Quality Translations

Joseph Starnes

Senior Project Manager/ Account Manager

What Picasso is to painting, what Whitman is to poetry, what Mozart is to music, he is to localization Project Management. Tiger, Lance, Shaq, Mantle. Each required just one name. Now, so does he. Starnes. Joseph Starnes. Wind powered crossing of the Atlantic. Solo ascents in the Andes. Revolutionizing Project Management. And that's just his day job. You don't believe me? It has to be true. Wikipedia says so.

In the global network of localization, there are thousands of vendors, agencies, and linguists all claiming that "quality is job one." No doubt you have heard that tagline before. But what is quality? Has it been reduced to little more than a tired marketing phrase? Perhaps, but there are quantifiable methods for assessing quality so that it becomes empirical and not ethereal. In this chapter we outline the steps and strategies you can, and should, employ to ensure the highest linguistic quality for your localization project.

So just what does quality mean when it comes to localization? Some people translate instructions for the proper way to install a defibrillating device in a patient's chest. Others translate materials that will be used only once during a training class. And a few just want to know what the email from their Turkish distributor says. From a practical standpoint, each of these scenarios requires a different level of quality. To determine the appropriate level for your project, first, identify what your needs are, how your materials will be used, and who your audience is. Then, communicate your requirements to your vendor so that they can deliver the quality that you want and need. Once you have defined it, you will be able to ask for it, and then you will know it when you see it.

The quality of your final localized deliverable is largely dependent upon the quality of the original source text. To put it another way, "garbage in, garbage out." A poorly written source document will appear as a poorly translated target document, regardless of the quality of the translation.

Before your source materials ever go to translation, they should be "localization ready." The easiest way to ensure this is to develop them with localization in mind. If your technical writers need assistance, put them in touch with your localization vendor. Alternatively, if the materials have already been developed, your localization vendor can assist with internationalizing them. Either way, you will have source materials that are ready to be translated the right way. This is the first step toward obtaining quality translations. Other important steps involve:

1) Style guidelines,

2) A glossary in the source language,

3) A terminology list in the target language,

4) Selection of linguists,

5) Use of a three-step translation process, and

6) In-country review.

Style guidelines

Style guidelines, or style sheets, are a list of specific "rales" for the linguist to follow during the translation process. You may already have corporate style guidelines that can be adapted for use during translation. If you do not have them, your localization vendor can help you create them. Just ask. Style guidelines typically address the following issues:

1) Desired tone (formal vs. conversational) of the localized documentation,

2) List of terms that should be translated, and those that should not (Do Not Translate List),

3) Rules for capitalization, spelling of numbers, punctuation, and accent marks,

4) Translation of titles and subtitles,

5) Conversion of measurements,

6) List of dos and don'ts,

7) Use of abbreviations, and

8) Cultural conventions, considerations, and taboos.

Style guidelines, developed in consensus with all stakeholders, help create high quality documents appropriate for the end user, for meeting company and country standards, and for maintaining geographic and cultural suitability.

Glossary

A glossary is a list of words and their respective definitions that explain difficult, technical, product-specific, company-specific, or industry-specific terms. Typically, the glossary is prepared at the start of the project by technical writers or software engineers to help guide the linguist in understanding the meaning and context for each of the specialized terms so that they can, in turn, select the best translation. In most cases, just the terms are translated, not the definitions (unless they appear in the original document). Once client representatives have approved the list of translated glossary terms, it forms the basis of the terminology list.

Terminology list

A terminology list (and its translations) contains the most important terms from the original source materials. These terms may be derived from a variety of sources:

1) The glossary developed by the technical writer of the source document,

2) The already localized user interface terminology of maj or software developers (e.g., Microsoft),

3) Software and documentation that the client may have previously localized,

4) Other localized resource materials such as marketing collateral and product lists,

Rania Ayoub

DTP Specialist

From the ferocity of the Nile crocodile to the mildness of the Oregon beavers, I come from a land faraway. I remember being bored every time we had a school trip to the Pyramids, and not listening to any of the tour guides. When I get asked something like, "So, what's the significance of the Sphinx?" I think to myself, "That old tour guide was saying something about this in '82.1 wish I paid attention." So, if you need to translate to Arabic, I'm happy to help. If you have any questions about ancient Egyptian history, I'll grab the encyclopedia.

5) Company standards (such as part numbers, technical and product support information, warranties, license agreements, copyrights, references to other software programs, product names, brand names, and non-translated terms), and

6) Country standards for expressing functional or cultural dictates such as publishing standards, sorting of lists, abbreviations, time, dates, holidays, currency, and measurements.

There are several ways to create a terminology list. You, or someone in your company, may put it together based on expertise with the material. If you opt to have your vendor compile the list, they can use either a manual process or one of several automated tools to identify the key terms. Another option is to have a linguist develop and translate the list simultaneously. Take caution, however, when doing this for more than one language. If separate linguists are creating lists for several languages simultaneously, chances are you will end up with terminology lists of varying quality and completeness.

Regardless of how the terminology list is developed, it needs to be reviewed and approved by a company representative before being used. The list is only as good as the review and approval process, and all stakeholders need to be in full agreement regarding the terms and translations on the list prior to the project start. If a dispute arises over the translation of a key term later in the project, it could have a severe impact on budget, timeline, and of course, quality.

Once approved, the terminology list becomes the basis of the initial translation memory (see Chapter 6 for a detailed discussion of TM's) and is used by all linguists involved in the translation phase. If any additions, deletions, or modifications to the terminology list are necessary, it is important that once again, all invested parties sign off on them. Remember, since this list contains the key terminology for your project, be certain everyone agrees it is right.

What if you decide not to develop a terminology list? In some cases, that is the right decision for the level of quality required on a project. If you are only translating an email for comprehension, then a terminology list is probably not needed. But if this is your corporate website, instructions for how to install and use your new product, or training steps for new SAP procedures, not developing a terminology list could be a costly and critical mistake.

Unfortunately, preparing a terminology list does not mean that your linguist can simply accept the approved translation each time the key term appears. The translation of certain terms can vary depending on the context (e.g., whether they refer to software or hardware, or whether they are being used in a formal, informal, or imperative form). Further, some terms do not translate well and are better left in English; other terms are better abbreviated. A terminology list is not just another way for your vendor to charge for additional services.

A terminology list forms the backbone of your translation projects, direcdy contributing to your project's consistency and quality - from your first project to the ones months and years down the road. You should consider the pros and cons of having or not having a terminology list and be ready to build into your schedule the necessary time and budget to develop one.

Some of the direct, quantifiable gains in quality that can be achieved by using a terminology list include:

1) The translator, copy editor, and proofreader all use the same, industry specific terminology throughout the project and over all project components,

2) Consistency of abbreviations, product names, non-translated terms, and measurements,

3) Consistency between country and company standards,

4) Local (i.e., in-country) suitability, and

5) Consensus among client, distributor, and localization provider.

Examples in Spanish

Agreement on terminology

"Congratulations" can be translated correctly into Felicitaciones or Enhorabuena.

Local suitability

"Congratulations!" as well as "Welcome to..." are frequently used in user manuals to introduce a new product. Should the Spanish audience be addressed in this rather colloquial American way? Is there a more formal way to address the user, or should this greeting not be used at all?

Abbreviation

UK - Reino Unido (United Kingdom)

In all cases the abbreviation is written first, with the name for which it stands written in parentheses. However, there appears to be no set standard on the placement of the translated text. Client and localization vendor need to agree if the translated text should be placed immediately after the abbreviation or after the name for which it stands.

Examples in Japanese

Depending on the platform, commands and buttons are translated differendy:

Example in Japanese

Depending on the context, an English word can be translated into multiple terms in the target language:

Example in Japanese

On the other hand, sometimes multiple terms in English can be translated into a single term in Japanese:

Example in Japanese

Some words and abbreviations, by convention, stay in English:

Example in Japanese

Examples in German

Variation between software and hardware technology

"Setup" is translated into Einrichten if the term refers to setting up the software, and Anschliefien if the term refers to setting up a peripheral device.

Non-translated term

In projects where the documentation is translated but the user interface stays in English, there should be an agreement about whether the English term is followed by the localized term in parentheses or vice-versa.

Klicken Sie auf Load/Unload Panel (Stück laden/Entfernen), or

Klicken Sie auf Stück laden/Entfernen (Load/Unload Panel)

Style

"Connect your printer to the computer" can be translated formally into:

Schließen Sie den Drucker an den Computer an.

Or in the imperative voice:

Drucker an den Computer anschließen.

Or in the passive voice:

Der Drucker muss an den Computer angeschlossen werden.

Linguist Selection

Professional translations require professional linguists. It is really that simple. On an abstract level, most people intuitively understand that a professional linguist will produce higher quality translations than an employee who happens to speak the language or a part-time college student trying to earn a few bucks on the side. They also understand that, as with all professions, not all linguists have equal skills or subject matter expertise. Nevertheless, the allure of saving a few dollars is hard to ignore. Time and again, a native Japanese or Spanish speaking employee, who may or may not even be familiar with the product, is asked to help with the translations.

In developing the English source, you probably used professional technical writers to ensure that the English content was correct and appropriate for the end user. For precisely the same reasons it also makes sense to hire professional linguists to translate these materials. Engineers should do what they do best: design software, bridges, cars, and staplers. Most engineers are not technical writers. So, if you would not consider asking your software engineer to write your English user guide, why would you want to use a software engineer as a translator? Translators are highly trained professionals who know how to get your message across clearly and correctly so that your end users can easily understand the information.

Localization involves much more than word-for-word "translation." Because different cultures use different grammar and sentence structures, straight word-for-word translations often do not reflect proper linguistic style or accurately capture complex concepts. Sometimes they no longer even convey the original meaning or message. An experienced linguist, however, can accurately translate the most difficult materials and also convey nuances, ideas, and register (tone, style, formality, complexity, etc.).

Localization quality is directly linked to the translator's experience with the topic and knowledge of both the source and target languages. The translators working on your project should provide native-quality work. Native quality means that the material, once translated, reads as though it was originally written in the target language. This usually requires the expertise of someone raised and educated in the target country. Of course, there are non-native translators with exceptional education, training, and experience in a specific language who are able to provide native-quality work, but that takes true talent.

So just what makes good a translator? A professional linguist will possess:

1) Native fluency in the target language,

2) A thorough understanding of the source language,

3) Excellent writing skills, including a grammatical mastery of the target language and knowledge of various written forms and styles,

Annette Chay

Business Development Manager

Annette Chay, a native of Milwaukie, Oregon, born into an Italian family. Now married and raising three boys, she enjoys their hobbies of football, wrestling, golf and track. Yes, outside of Lingo Systems sports is what it is all about in the Chay household!

4) Familiarity with current terminology in the desired field (experienced translators maintain extensive reference libraries),

5) A working knowledge of the localization process,

6) Access to appropriate tools, such as up-to-date computers, multiple software applications, and industry-specific software tools such as Trados, and

7) An acute awareness of cultural differences and language subtleties.

To obtain the highest quality translations, your localization vendor should have well-documented linguistic qualification procedures (and follow them!) for evaluating and hiring individual linguists or translation agencies. The linguists they use for your projects should both be experienced translators and be familiar with your content subject matter. There are various means to assess competency, and no single method is necessarily the "right" way. However, to ensure the highest quality it is imperative that your localization vendor has procedures in place to verify that only qualified professionals with appropriate subject matter expertise are assigned to your project.

At Lingo Systems, we believe that a translator should meet the following clearly defined minimum criteria:

1) A Bachelor's or Master's degree in an appropriate field,

2) Five years of general translation experience,

3) Three years of translation experience with material similar to the source material,

4) Translation certifications such as those provided by the American Translators Association, and

5) A demonstrated commitment to the profession through professional affiliations.

The quality of your final deliverable depends on the professional abilities of many individuals at every phase of your project's development: software Help file engineering, linguistic QA, desktop publishing, etc. Keep in mind that each one of these discrete tasks requires individuals who are localization professionals. Using qualified and experienced translators will infuse your products with a professional style and clarity of content that contributes to the success of your international release.

A Three-Step Translation Process

Even the very best linguists are not perfect. Thus, another important factor in achieving the highest quality is the number of linguistic steps that your vendor performs. Many vendors use only one or two linguistic steps to localize source materials. At a minimum, a basic translation step is always performed. A second copyedit step - hopefully by a second linguist - is often employed as well. To provide the highest quality, however, a three-step process, with a different linguist performing each step, is the best way to ensure an accurate translation. At Lingo Systems, unless instructed otherwise by our client, we perform three separate linguistic steps, each by a different linguist:

1) Translator,

2) Copy editor, and

3) Proofreader.

The translator is the "lead linguist" on your project and is responsible for converting the source material content into the target language. The copy editor then reviews, word for word, the lead translator's work, verifying the accuracy of the translation, including double checking it against the glossary, terminology list, or style guidelines that were developed at project start. Lastly, the proofreader examines the copy-edited version on a "stand-alone" basis for consistency, proper format, and flow of the language.

While most commercial products should use a three-step linguistic process, there are cases where this is "overkill." If you simply need to have your content understood in the target language, one translation step, or translation followed by either copyediting or by proofreading may be sufficient. A two-step approach is particularly useful for internal documents like training materials and memos.

Your vendor should be flexible in assembling a translation team that best satisfies your budget, timeline, and quality requirements. For example, you may have a 40,000 word project that you need in three weeks. The average number of words a professional linguist can translate in one week is 10,000, so clearly your deadline can not be met if only one translator is assigned to the project. Instead, a team is needed that consists of three or four translators working on different sections of the project, two or more copy editors, and one proofreader who, in addition to ensuring consistency of terminology would also make sure that all translated material reads as one voice. In this case, given the large number of words and a short timeline, you can see that the development of a glossary, a terminology list, and a style guide would go a long way toward providing a high quality deliverable!

There are many possible linguistic team configurations that your vendor can use to successfully deliver a high quality product. Sometimes, a team of multiple translators, copy editors, and one proofreader make the most sense. On another project a single translator, multiple copy editors, and multiple proofreaders works best. Your vendor might also use multiple translators and then have them copyedit one another's work before sending the content on to the proofreader. The key to quality when multiple linguists are working on your project is having your vendor develop a solution that ensures that the final product reads as one voice and that terminology is applied consistently. Usually that means that one linguist on the team - whether it is the translator, copy editor, or proofreader - will review the content of the entire project.

The bottom line is that flexibility and a little creativity, along with careful preparation, will serve you well on virtually any project no matter how big the word count and how tight the deadline.

In-country Review

The final procedure that should be employed to maximize quality is an in-country review. Checking the quality of your vendor's work by using your own in-country representatives (employees, distributors, customers, or agents) to review the translation is an excellent way for you to be sure that all materials were consistendy translated... and that your message has been accurately reflected. Whomever you select, the best results will be obtained if the reviewer is familiar with your products. These reviewers can then evaluate the specifications of your product against the cultural and linguistic elements of the relevant country. If possible, in-country reviewers should be involved in the glossary development stage, so that they are aware of all the terminology choices. Bringing an in-country reviewer on board at the project's start avoids cosdy revisions due to mere stylistic differences in the translation later in the game.

The materials you entrust to your localization vendor represent your company to your customers. It is how they meet and interact with you. Quality has to be more than a catchphrase used to sell a service. It has to be at the core of the localization process. The quality of your final deliverable depends on the professional abilities of many individuals at every phase of your project. By utilizing localization professionals who follow the steps and procedures described in this chapter, you will gain an edge on your competition, maximize your investment, and maybe even sleep better at night knowing that your original product looks, feels, and sounds just as it was intended for each of your target markets, which is just as it should be.

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