When a client wants to turn a document into other languages, translation will take place. Usually, when a client comes to MMM for a translation work, MMM will firstly discuss the requirements from the client. For example, in which language/languages they want to translate into; is the document full of technical terms; if they need back translation or independent checking; if they want MMM to do the layout.
After the briefing from the client, our project manager will brief the translators about the job. When the translation is completed, the project manager will check the document against the source document to see if there's any paragraphs or anything that needs to be remained in English is missing. If everything is fine, and the client's budget allows, the translation will be sent to a second translator for independent checking
After the checking is done, the document will be passed on to our design department for design and layout. Most clients usually have a design for their English version and it is our job to comment about the cultural appropriateness of the original design and put the translated material into the provided template. However, some clients would like to have a new design for the translated material, in that case, MMM will start the design stage when the document is under the translation process. Once the design is done, it will be passed onto the client for approval.
Once the layout is finished, the whole document will be sent to the translators to proof read. If everything looks fine, the layout will be sent to the client for approval.
To illustrate this process, we will use one of our clients'case to illustrate how each step was done.
A Case Study: Chief Minister's Department, ACT Government
Translation and independent checking of the Canberra Nara Sister City Brochure and exhibition texts for the ACT Government's first international exhibition.
The overall project comprised three parts - checking and rewriting the Canberra Nara Sister City brochure, translating background information which appeared as wall texts in the exhibition and translating labels for each of the 50 works of art. The exhibition labels include basic facts about each work of art, such as the artist, the title, the date the print was made and the technique used, such as etching, screenprint, lithograph etc.
The process:
From the outset MMM assigned a project manager to look after the whole project. This person was in regular contact with the client throughout the entire translation process. The project manager talked to the client about the overall aims and target audience, finding out who the main stakeholders were and the nature of the material to be translated. One of the key challenges was that Japanese scripts are not part of standard word processing packages, so the final texts were transmitted as PDF files to the designers and then to the publishers.
Communicating about the relationship in the brochure:
The Canberra Nara Sister city brochure was originally printed in 2002 and was intended as a key marketing tool to communicate to people in both Japanese and English about Canberra's Sister City relationship with Nara.
In 2006, the Chief Minister's Department recognised that the Sister City brochure was in need of updating. The original Sister City brochure had been translated into Japanese with the assistance of the Canberra Nara Sister City Committee. In 2006, MMM were commissioned to check and translate into Japanese sections of the brochure that had been updated.
The project manager briefed MMM's Japanese consultant translator about the specific requirements for the translation. Particular consideration was given to the tone and consequent level of formality of the brochure. Japanese language and culture embodies elegant and complex protocol whereby respectful terminology and grammar are used both in conversation and in written texts.
After the translation was completed and before the brochure was reprinted, various stakeholders including staff at the Nara Municipal Government and the Sister City Committee were invited to comment on the revised brochure. As everybody was keen to get the best possible Japanese translation, this consultative process ensured not only that the facts were correct, but that the choice of words and the tone of the brochure text were consistent throughout.
The brochure was reprinted in time for 750 copies to be distributed at the art exhibition that was held in Nara in September 2006. The brochure text also provided the basis of some colourful promotional panels about the Sister City relationship which were incorporated into the exhibition along with a Canberra tourism promotion.
Communicating about diversity in the exhibition:
The Nara Municipal Government collaborated with the ACT Government to present the art exhibition at a central location in Nara. They anticipated that visitors to the exhibition would be of all ages and walks of life.
The exhibition curator wrote a few short essays about the significance of Canberra's Studio One workshop where the prints in the exhibition originated. The curator also prepared an exhibition label for each of the 50 prints. Text on the various printmaking techniques and a statement about the exhibition from the ACT Chief Minister and the Mayor of Nara were going on display as well.
When all the English texts were written and approved, the client realised that there were specific terms of reference that made sense in English but were virtually impossible to translate into Japanese. Specific technical words in the exhibition labels and phrases and concepts expressed by the artist in the titles presented various challenges.
To avoid words being "Lost in translation", a preliminary step was taken whereby the exhibition curator, a native Japanese speaker and the exhibition coordinator analysed the labels and discussed about how best to communicate the meaning of each. The team agreed that rather than simply translating the label, an extended label for some of the works of art would assist visual interpretation. The increased volume of words for translation was offset by the benefits of making a diverse range of cultural perspectives that were manifest in the exhibition more accessible to Japanese visitors.
MMM's Japanese consultant translator had a specific interest in the visual arts, and rose to the challenge of the job. There were various issues that had to be clarified In the process of translating some of the texts including standardising terms of reference and fine tuning meanings. MMM's project manager and the consultant translator worked swiftly to meet the client's tight production deadline.
Over 2000 people visited the ACT Government's first international exhibition held over 12 days in Nara last September. We heard that exhibition visitors were enthralled with the prints and enjoyed the opportunity to read about the arts in Canberra, and Australian art and culture in their own language.
There is a whole world out there!
It seems like internet has become a necessity in our daily lives and according to the Computer Industry Almanac, the worldwide Internet population has reached 945 million, and is projected to reach 1.46 billion in 2007.
Moreover, more internet users are from all over the world while only a few years ago, the majority of the world's Internet users lived in the U.S. For marketers who want to target global market, the Web has truly became a global medium.
If you are interested in targeting a specific region or country, offering your content in the local language of your target audience seems to be a good choice. So when is the right time for you to start ? A good benchmark is when you have a significant number of unique visitors to your domestic home page from a given locality. Stephen Eustace, assistant vice president of e-marketing products with Equifax Marketing Services, recommends analyzing your Web data to determine which international domain names appear, and how often.
Once you investigate your marketing opportunities and make a commitment to a particular market, you need to prepare for supporting infrastructure.
Many companies with international Web sites design what often is referred to as a "global gateway." According to Eustace, it is best to keep the design as simple as possible, and quickly direct visitors to the portion of your site published in their local languages.
Another important thing when developing your multilingual website, you must offer your potential customers the ability to purchase and make payment in their local currency. In addtion to that, all the products should be priced in the local currency of each market as well.
To create the most seamless transaction possible, engage the services of an international payment processor.
You also need to pay attention to your address and shipping templates. Since address formats are varied and complex, use a flexible storage format to ensure no information is omitted.
After all this comes the moment of truth, how are you going to address shipping options and returns handling? Some marketers choose to ship product directly from their home countries, while others set up international distribution centers or outsource this function to regional vendors.
Of course, once you create a global platform that can support different character sets, date data, address formats, etc., you can add country or language-specific pages as needed. However, some experts might advise you to start your multi-lingual webpage bit by bit
"You can't spread yourself too thin and be everything to everyone" Eustace cautions. "Make it simple and functional."
If you're going to be selling on the Web, you have to think about what it means to be selling in other markets. The reality is that as soon as you go on the Web, you are irrevocably global.
