CULTURAL ADAPTATION

Some language agencies call this process “transcreation.” Since that word itself needs translating, we simply don’t use it. Instead, we call the process what it is: acculturation or cultural adaptation.

Few translations should be literal. Each language expresses even simple sentences in a unique way, perhaps by changing the word order or adding a preposition that is not In the original language. In the simplest cases, acculturation swaps one term for another:

Simple examples:

Soccer in the US is Football in the UK and in most other languages.
US football is called American football in the UK.
Homogenized milk in the US is “homo milk” in Canada. (Yes, really!)

Correct translations should always be concept for concept, not word for word as AI solutions commonly do (often incorrectly).

Acculturation can take various forms

1. Modify the entire text

Original American ad text:

“We are by far the best in our business and no other firm comes close to providing our level of service, ease of ordering, and customer satisfaction.”

If translated, this would sound too arrogant in many cultures.

Modified to:

“To facilitate ordering and provide satisfaction to our customers, we strive to shine in our industry and to match the best in our business.”

2. Re-editing

Original English (stiffly) translated from German:

“The intervention of governments against undisclosed income and problematic tax models which are by now directed even across national borders are increasingly forcing the parties concerned to get their business affairs in order.”

Our acculturated re-write for the US market:

“These government interventions against undisclosed income and questionable tax structures are increasingly forcing concerned companies to get their business affairs in order – even across national borders.”

3. Evaluations of company names, product names or slogans.

Large IT company’s English tagline: “No limits to your success”
…. which seems too boastful in Europe.
Revised to: “Gateway to new horizons.”

Most technical text does NOT need to be culturally adapted. But conversational, consumer or retail text, books and advertising usually do. Please contact us for a free quote to adapt your files accordingly.

Machine Translation Mis-translations

ORIGINAL ENGLISH

The Global Sales Incentive Program is completely discretionary and “Company” retains its right to administer the Plans in its sole discretion, including the right to alter, amend, modify, or discontinue at any time without obligation to make an award, unless otherwise specifically required by local law, for any reason, including but not limited to the following:

Machine translation into German:

Das Global Sales Incentive Program ist vollständig diskretionär und das Unternehmen behält sich das Recht vor, die Pläne nach eigenem Ermessen zu verwalten, einschließlich des Rechts, jederzeit ohne Verpflichtung zur Vergabe einer Prämie zu ändern, zu ergänzen, zu modifizieren oder einzustellen, sofern nicht ausdrücklich etwas anderes von lokal gefordert wird Gesetz, aus irgendeinem Grund, einschließlich, aber nicht beschränkt auf die folgenden:

Back translation of MT German into English:

The Global Sales Incentive Program is entirely discretionary and the Company reserves the right to administer the plans at its sole discretion, including the right to change, add, modify or discontinue at any time without obligation to award any award, except as expressly provided otherwise required by local law, for any reason, including but not limited to the following:

Far better Human editing into German:

Das Globale Anreizvergütungsprogramm ist vollständig dem eigenen Ermessen des Unternehmens anheimgestellt und “Company” behält sich das Recht vor, die Pläne nach eigenem Ermessen zu verwalten, einschließlich des Rechts, jederzeit ohne Verpflichtung zur Vergabe einer Prämie zu ändern, zu ergänzen, zu modifizieren oder einzustellen, sofern nicht ausdrücklich durch lokale Gesetzgebung vorgeschrieben, aus beliebigen Gründen, einschließlich, aber nicht beschränkt auf des Folgenden:

Machine translation into French:

Le programme mondial d’incitation à la vente est entièrement discrétionnaire et “Company” conserve son droit d’administrer les plans à sa seule discrétion, y compris le droit de modifier, d’amender, de modifier ou d’interrompre à tout moment sans obligation d’attribuer une récompense, sauf exigence contraire spécifique par les autorités locales. loi, pour quelque raison que ce soit, y compris, mais sans s’y limiter, ce qui suit:

Back translation of MT French into English:

The Global Sales Incentive Program is entirely discretionary and “Company” retains its right to administer the Plans in its sole discretion, including the right to modify, amend, modify or discontinue at any time without obligation to award a reward, unless specifically required otherwise by local authorities. law, for any reason, including but not limited to the following:

Far better Human editing into French:

Le plan mondial des primes exceptionnelles est entièrement discrétionnaire et Société conserve son droit d’administrer les plans à sa seule discrétion, y compris le droit d’altérer, d’amender, de modifier ou d’interrompre à tout moment sans obligation afin de faire une attribution, à moins que cela ne soit spécifiquement requis par la loi locale, pour toute raison, y compris, mais sans se limiter aux raisons suivantes: