Someone may speak two languages well enough to communicate with
native speakers, but the skills demanded of translators go beyond that.
Translators must bridge linguistic and cultural gaps, which means translating
concepts, instead of a literal word-for-word version. Here is a well-known
example: Pepsi wanted to increase sales in China. The slogan "Come Alive With
The Pepsi Generation" was introduced to Chinese consumers as "Pepsi
Will Bring Your Ancestors
Back From the Dead."
Other cases aren't only scary, but actually fatal. A medicine
bottle reads "Adults: 1 tablet 3 times a day until passing away" when
the intention was “until symptoms pass..."
Most of the Western vocabulary comes from Latin and Greek and
many words may look similar in several languages but have different meanings.
These so-called “false friends” can be misleading. Here's an
English-Spanish example: “Embarrassed” and “embarazada” may look alike,
but while the former represents an emotional state, the latter represents the
physical state of a woman carrying her offspring in the womb (= pregnant).
Professional linguists are constantly studying because languages
evolve and slangs have updated certain meanings. Everybody says
"awesome" for "impressive, amazing, and extraordinary."
However, it originally meant "that which has the power to inspire dread.”
Words can also take a new meaning due to advances in technology.
“Site” (physical location / internet address) and “mouse” (animal / small
device to control a cursor on a screen) are just two of them.
Computers can read it, but they just don't get it. Regardless of
technological advances, they can't replace translators. Obviously, computers
can compile large databases and provide a translation in a split second, which
is a lot faster than the human brain.
But they just can't read between the lines. A software will
retrieve the word “señorita” to
replace the word “miss”, but will ignore semantics (the verb “to miss” = “extrañar”
or “fallar”.)
Context is everything. “Love” may be “a many splendorous thing,”
but it is a “score of zero” in a tennis match.
Knowledge comes with experience and being familiar with the
given field is crucial. Translators with a strong background in one or more
areas, as either professionals or enthusiasts, can provide a better version.
Translators are not only committed to providing their clients
with the best services they can provide. They must also have the target
audience in mind, for readers will be the end users of their product.
Language registers must be respected because a highly
specialized article intended to be published at a trade magazine, whose readers
can be doctors or engineers, should not use the same wording as a
consumer-oriented brochure with information about a product or service that
will be read by laypersons.
Article courtesy of Rafa Lombardino,
director of Word Awareness, Inc.
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