Context plays a crucial role in every translation project, affecting various aspects of the translation process including everything from linguistic choice to tone of voice.
Professional Language Services Providers (LSPs) understand this and use native speaking translators, industry experts, and cultural specialists to ensure every translation project is adapted accurately for its intended use and audience.
A contextually inaccurate translation will often lead to misunderstandings, causing a potential loss of custom and revenue.
Similarly, translations which are performed with limited contextual information can be a little like using a map with no compass – it’s easy to get lost!
Context influences translation in multiple ways and it is essential to understand these when using translation services, here are a few for you to consider…
Meaning and nuance context
Words can have multiple meanings depending on the context, and this is also true within cultures, dialects or languages which use similar words (in terms of spelling and sound) but which have vastly different meanings, these are known as “false cognates”.
For example, the English word “bank” could refer to a financial institution or the side of a river, and in Spanish the word for pregnant “embarazada” is very similar to the English “embarrassed”.
Similarly, idioms and expressions don’t often translate well from one language to another so having a contextual understanding of the author’s intention will help ensure the text is correctly translated and the original message remains intact.
• Top tip – remember to give as much contextual information as possible to your LSP. Be clear on definitions and meanings especially if they are potentially ambiguous, and include a glossary of terms which can be used by everyone working on the translation project.
Culturally relevant context
Some phrases, words, and references are unique to the culture within which they originate, meaning, there is often no direct translation.
However, these phrases must be translated and localized for the target audience and culture so that they can be fully understood.
This requires in depth knowledge of the language and culture, for both the source, and target language, and an understanding of the context to ensure the translation is appropriate and relevant.
Professional LSPs use native-speaking translators with vast cultural experience to ensure that each translation is culturally suitable.
• Top tip – where possible, when creating original content that is likely to be translated, consider limiting cultural references that are unique to that language. Avoid phrases, sayings, and colloquial terms which may not translate well into other languages and cultures. If content already exists, it can be worth editing it to remove cultural references before forwarding to your LSP for translation. Alternatively, speak to your LSP about how they’ll ensure the translation will be culturally relevant.
Target audience context
The majority of organizations spend lots of time and money getting to know their home market and audience; finding out all about their particular demographics and how best to fulfil their requirements with the products or services they offer.
However, when moving into an overseas market and targeting a new audience, this background research will need to be completed again in order to understand the context of your new audience.
Consider aspects such as, the purpose of the text (marketing, informative, humorous, and so on) as this affects how the text will be translated and how it should be perceived by the audience, and consider all characteristics of your new audience including, their background, cultural preferences, education level, age, and so on, in order to form a clear picture of your target audience.
• Top tip – professional LSPs should have access to linguists and translators who are cultural and industry experts for the target language you require, and who are well-acquainted with your target audience. Give them as much information as you can about your market research and target audience as this helps to ensure a more relevant and appropriate translation.
Technical and industry-specific context
Many industries and organizations use specialist terminology which must be accurately translated to ensure consistency, clarity and accuracy across languages, and throughout each organization.
For instance, technical engineering documents might use different units for weights and measurements in certain countries or regions and if these are incorrectly translated, mistakes can be made when reading plans, drawings or designs.
This is also relevant when on-boarding or training employees, and when considering aspects within an organization such as HR or health and safety to ensure parity and uniformity across a global organization.
• Top tip – ensure your LSP has all the relevant industry and technical information they require to complete your translation accurately. Consider creating technical glossaries which can be used by everyone working on your project to ensure consistency, and where possible, use an LSP who offers linguists and translators who have additional knowledge of your required industry. This is especially relevant if the translation is for legal, medical, financial or highly-technical sectors.
Legal and ethical context
Legal translations often need to be “certified” to ensure accuracy and so that the translation is acceptable for use within legal, official or governmental departments around the world.
Within legal translations, transcriptions, or for certified translations, context is crucial.
For all of these translations, a specialist language services provider, who uses legally trained translators and linguists, is essential for ensuring the accuracy and legality across the languages, and legal systems, within which the translation project resides.
Similarly, sensitive translations or those which are based on ethical or moral topics, must also be translated with the respect and care they deserve.
Ensuring that your LSP has as much information about the translation project, including any ethical or legal implications or relevancy, is vital for achieving the best translation possible.
• Top tip – only use LSPs who offer translators with additional legal knowledge for legal or certified translations, and ensure they hold quality accreditation. If there are moral or ethical issues surrounding your translation, make these clear to your LSP at the start of the project and give guidelines or technical details, where possible, to ensure consistency across the translation.
Understanding and considering the context of your translation ensures that the final product is not only accurate, but also resonates appropriately with the target audience, maintaining the original text’s intent, tone, and meaning.
It also means the translation is fit for purpose and fulfils all the relevant obligations within a legal or official setting.
Using a professional LSP for your translation project and ensuring they have as much information about the context as possible, will give the best results and value for money.
