The Role of Audio Visual Translations for Localising TV Shows and Movies

What is audiovisual translation?

Streaming movies and shows from throughout the world are now more popular than ever before. The people who most often do the streaming don’t just seek out movies and TV shows from their own country and in their own language. There is an increase in demand for the streaming of audiovisual products from all around the world. However, the audience is seeking movies and TV shows that have been translated and localized to suit their own language and culture. It doesn’t necessarily have to be dubbed, but an accurate audiovisual translation (AVT) using subtitles will suit some audiences, especially if the content of the movie is compelling and interesting to view. AVT involves the process of transferring verbal communication of both video and audio footage into different languages.

Dubbing versus subtitling

There are many different types of audiovisual translation, but the commonest is dubbing and subtitling. Another word for dubbing is revoicing, which involves the audiovisual translation of all the spoken fragments found in a movie or a TV show into another language. The original audio is substituted by a supplementary recording which is mixed in with the original soundtrack. Generally, all of the background effects and noise remain intact.
One of the key challenges of dubbing is trying to get the translated revoicing to match the actors’ gestures and lip movements. This limits the translator’s freedom and requires more imagination and flexibility to try to get the actors’ mouth movements to match the new spoken language so that the audience feels the actors speaking are both natural and synchronized. Most movie watchers feel uncomfortable when the lip movements of the actors don’t fit in naturally with the words spoken.

Subtitling is often preferred

Instead of using dubbing as the audiovisual translation method, many companies decide to use subtitles for audiovisual localisations of movies and TV shows. Subtitling in countries such as Belgium, Portugal, and the Netherlands is preferred to dubbing. For the company responsible for translating the movie or TV show it is a lot cheaper to use subtitles than dubbing. Subtitling does require skills and the product marketer cannot afford to get the audiovisual translation of the subtitling wrong, as it would lead to reduced sales and viewing. This kind of audiovisual localization requires the translating of the audio component and putting written text into the targeted language. The subtitles often appear at the bottom of the screen while the original audio remains intact. Subtitling into another language is not an easy task as it involves the audiovisual translation of both expressions and colloquial and idiomatic language. There may be character restrictions to think about as some languages require more space than others.

Challenges for AVT

These are the following:

-fast turnaround;

-accurately translating colloquial language and dialogue;

-translating concepts and terms that are culturally accepted in the new language.

Audiences expect to be able to view Hollywood movies and ongoing episodes in TV shows in real-time. This means the translators have to provide a fast turnaround to meet these requirements. Audiovisual translation specializes in manipulating humor, puns, and colloquial language. This is because much of the spoken material in a movie or TV show involves informal dialogue. Jokes and nicknames are often a key part of movies, which gives translators quite a challenge to translate accurately.
Movies and TV series often involve specific environments so the audiovisual translator has to try to understand these environments in two languages. In the end, translators create an environment that mimics one of the viewers. This requires some localization of the language so that it fits well into the context.

Summary

Audiovisual translators are required to work with image subtitling, image processing, and audio software systems so they can perfect subtitling and dubbing.

Translation and Localization Services Are in Place to Avoid Business Failures

Adapting a business message for another country in a different language isn’t as straightforward as one might expect. Many errors have been made because companies try to avoid spending too much on translation so they just get their business message across using the simple word for word translation. There is far more to a successful translation than just words, as there are the cultural aspects of a language group to consider as well. It’s extremely important to localize your marketing materials by using professional localization and translation services from reputed language service companies!

Where has international marketing failed?

  1. One of the top examples of a failed international marketing strategy was in 1994 when Orange, the telecommunications company, launched a marketing campaign with the following advert. The “future is bright, the future is Orange.” Unfortunately for the company this advert was destined for Ireland’s market and didn’t go down well at all. This is because the color orange represents the Protestants in the country, thus implying the future in Ireland was for just Protestant and not the Catholic.
  2. The number two failure is the LifeFitness Logo. This business manufactures exercising equipment and its logo is LF which is too close to 4F. This later symbol is to do with the U.S. military categorization of its personnel and 4F means that an individual isn’t considered to be physically fit enough to be drafted into the army. Quite inappropriate for the marketing of a fitness machine.
  3. Third, comes the marketing of Pepsi in Gujarati in India. One of the adverts depicted a youngster serving out Pepsi to an Indian cricket team who was celebrating a win. This was considered to be in poor taste as it glorified child labor so Hyderabad, the city where it was posted on a TV channel, sued Pepsi.
  4. This is the marketing failure for Smith Crayola International, Crayola Crayons. In 1962 this company was pressurized to alter the name of its flesh-colored products to peach colored to make them suit different colored skins.
  5. A Gerber marketing campaign fell by the wayside too in France because the word Gerber almost means vomiting which of course would be totally unsuitable for a healthy baby food product. French speakers in Quebec found it unacceptable as well.
  6. IKEA is a global name and represents a Swedish furniture making company. One product a workbench with wheels was marketed by IKEA under the most unsuitable name Fartfull. The word is fine to use in Swedish as the meaning of Fährt is a vehicle that moves using wheels but rather off-putting if used when marketing to English speaking markets.
  7. The internet dating site JokeSeventh is an Israeli business that refers to it being an “Intimidate Dating Service” in English. This sounds entirely unattractive to an English speaker but not so for a Hebrew speaker because in this language intimi means intimate which is fine to use in a website targeting Israelis.
  8. Irish Mist Liqueur International took its marketing campaign to Germany, not realizing the word mist when translated means “dung,” so the phrase “Irish Dung” was not really that appealing amongst the German market.
  9. Traficante Mineral Water is a water processing company from Italy and “Traficante” is one of its brands of mineral water. When targeting the Spanish market the product name sounds quite similar narcotraficante which is a word used for a drug dealer. So the mineral water was not so popular after all.
  10. Sharwoods sauces have a range of sources called “Bundh.” When these were marketed in India, Punjabi speakers were not happy at all as the word “bundh” resembles a similar word in Punjabi which means one’s backside. Sharwoods were hesitant about changing the name as it was up to the Punjabi market to taste the product before expressing an opinion about it.

These 10 failures which would have cost the businesses both reputation and money are in part due to the companies failing to emphasize the importance of localization when getting marketing material translated and ready to be deployed to the markets of non-English speakers.
Localization prepares a translation so it fits the cultural characteristics of the targeted market. Anything from colors to words directly influenced the way different cultures view the world. Only if a market strategy is just right will it have a powerful influence on the buying intentions of the global market.
Sometimes, businesses think they are marketing a product that has a well-known name. This could be true, but this doesn’t prevent potential customers from shifting away from a product if the advertising material doesn’t suit their cultural preferences. So it is wise to get your business website translated and localized by a professional translation service so you get off on the right footing.

 

 

Deepfake Videos Explained

Deepfake software offers people the chance to manipulate videos using skills that make the results look real. Basically, deepfake technology may be used so that people appear to undertake things that they in fact actually have not done.

Examples of deepfake videos

If you would like to view a deepfake video you only need to Google ‘Barrack Obama deepfake’ and you will see this previous United States president ‘saying’ things that are quite shocking and not what you would ever expect to hear. The video originates from Jordan Peele’s production company, which is an American comedian and actor. Typically, the deepfake video industry has focused more on discrediting celebrities in relation to pornographic acts.
They source a pornographic production and edit celebrities’ faces and superimpose them over the faces of the actors. So far apart from embarrassing the celebrity not much real harm has been done. However, the potential is there to fuel tension in all sorts of situations notably at election time when smearing political rivals is sought after the task. It has been revealed that 75 percent of the population wouldn’t believe a deepfake video was really fake, which could set dangerous precedents if used more in the future,

Video translators may be able to detect a deepfake video

A deepfake video may not just remain in one language so translators could be called upon to provide any of the following translation services for this type of video:

  • editing,
  • captioning,
  • closed captioning,
  • subtitling,
  • voice-overs.

Freelance translators and translation agencies which offer video translations to clients throughout the world and whose efforts are more focused on the technical aspects, are in the strongest positions to spot a deepfake video. There is one well-known sign that could indicate a deepfake video and that is the presence of blinking. Deepfake technology utilizes images to form the ‘skin’ that appears on the original video.
Politicians and well-known personalities are typically photographed when their eyes are open, but deepfake software struggles with blinking. Resulting from this is that the deepfake subjects usually blink less than real people and the blinking could appear slightly off. Another detection method is slowing down the video which if it shows blurring in the face and the doubling up of the eyebrows and chin is also a clear indication of the use of a deepfake video. Slowing down a video is commonly done by translators so they catch all the words required for translation.

Should you translate a deepfake video?

As a freelance translator, you don’t have to accept work if you think it could have adverse results for others. However, if you take on the translation and, as you are doing it, find that the content is likely to have a criminal or harmful elements in it, you can go ahead and just convert the audio to a text form and report your findings to the relevant authority. If it requires a translation to be understood in your country, you could do that as well.
Deepfake software is advancing at an alarming rate so it is one of the responsibilities of the video translation industry to keep an eye open for these sorts of videos so that they can’t harm people or influence their opinions in the wrong way. One other thing freelance translators can do and that is spread the word about the presence of deepfake videos and the harm they can inflict on others.

How to Get Cheap and Fast Spanish Translations

Today, with the use of the internet, it is far easier to get a fast Spanish translation at low rates than at any time in history. Speed is everything in the world today and that applies to Spanish translations as much as anything else.

Who needs a fast, cheap Spanish translation?

There are many reasons why you may need a cheap Spanish translation quickly. Some of which are:
you are applying for a job in an English speaking country and you need to translate your references quickly from Spanish to English;
you are going to work in a Spanish speaking country and you need a Spanish translation for your birth certificate, police clearance document, job offer and qualifications and any other documents asked for by the immigration authorities.
businesses may also require urgent Spanish translations when launching a campaign in a Spanish speaking country for a new product.

It is easy to find a cheap Spanish translation

Throughout the world there are more than 437 million speakers of Spanish. This means there is a vast pool of Spanish translators available to translate documents quickly and at cheap rates. Depending on how fast you want your translations completed you should get a quote from a number of translators first. Sometimes translators ask for more if you want a 24 hour turnaround but because there are many Spanish translators who offer cheap Spanish translations it will not take long to find one who fits your budget and can provide a fast turnaround too.
The first thing to do is look for a translation agency that has an excellent reputation and a sound client base. These sorts of agencies will be upfront and honest and will provide you with their cheap Spanish translation rates in advance so you know what to expect when you get the bill. It is only these sorts of translation agencies that can be trusted to choose the right translator for your industry or organisation who is skilled in providing fast but accurate translations.

Translation techniques for cheap Spanish translations

Most professional translators who provide cheap Spanish translations do not take short cuts because of the cost. They use a variety of translation techniques depending on the type of translation. Basically though there are two main techniques used and the one the translator chooses will depend on what other language the Spanish is to be paired with. Some Spanish language pairs are more suited to direct translations while other pairs are better suited to indirect translation techniques.
Most professional Spanish translators specialise in a specific language pair. There are of course a few who consider themselves to be multilingual and may be competent enough to do Spanish translations into more than one language. If you are looking for Spanish translation at low rates and you need to translate your Spanish documents into two languages you may be lucky to find a Spanish translator who is able to do this. There is a good chance that a successful Spanish translator will have a good understanding of the cultures of the languages he or she translates too as this is so important when an accurate translation is required.

Two main translation techniques

Your translator may use a literal translation or direct translation when Spanish is being translated into a second language which has the same grammar and syntax. This is the method used by free online translation tools but it has been found that it is not always accurate. This would not work well enough for Spanish to English translations. Indirect translations methods tend to be favoured by Spanish translators who offer Spanish translations at low rates. It looks into more depth in order to find just the right words for a Spanish translation so that no one could tell it was a translation.

When direct translations are performed by online tools like Google Translate you can expect to see wrong word usages which make the translation clumsy to read. Most importantly anyone reading a direct translation will know it is a translation because these translations are rarely perfect. This would certainly not be appropriate for any types of legal documents where accuracy is so important. Overall, because human translators are still the best translators, indirect translations are more commonly used, even if you want Spanish translations at low rates.

The History and Future of Translations

Translations throughout the centuries have made vital communication aids and have permeated all parts of societies. One of the commonest early translations was of the Bible so that Christians could spread the beliefs and ideas throughout the world. As translators themselves were not commonplace in earlier times, those that were able to translate books like the Bible are still remembered today for their work. This is because of the huge impact sharing information and ideas through language had in those days, which have continued up to this day. They have had a significant influence on the way people think about politics, religion, education and many other fields.

As the world slipped into the 21st century, translators were seen but not heard and concentrated on translating a huge variety of information that needed to be shared. That included works of literature, speeches, key business and organisation documents, contract documents, clinical trial documents, important inventions and discoveries, court cases, presentations. Today the world wouldn’t be able to do without translators. They are the key to global communications in all areas of life and allow businesses to effectively market their products overseas. The history of translations in short can’t be explained, let’s know about the various stages through which translations have

The 8 Stages Through Which Translations Have Gone Through the Time

Stage 1:- The Bible

The very first translation of the Bible from Hebrew to Greek took place in 3BC. It involved 70 translators and this first translation was named the Septuagint. It took 72 days for the full translation to be completed. This translation was used as a base for translations into Armenian, Georgian, Latin and Coptic. One of the suggestions mooted by early translators was not to conduct word to word translations, but the translation should be adapted to suit the theme of the text so that it sounded natural.

Stage 2:- The 4th Century

4 BC brought a Buddhist monk, translator and scholar to fame called Kumārajīva. He concentrated on translating numerous Buddhist texts from Sanskrit to Chinese. A key Buddhist text called ‘Diamond Sutra’ became one of his most important translations.

Stage 3:- The Medieval Age

9BC saw the translation from Latin to English of Boethius’s “The Consolation of Philosophy and Bede’s Ecclesiastical History.” These translations helped in the advancement of English prose during King Alfred the Great time. 12BC and 13BC saw the establishment of the foundations of the modern Spanish language, aided by translators from the Escuela de Traductores de Toledo, or the Toledo School of Translators. A few came from various areas of Europe to translate important scientific, medical, philosophical and religious works into both Castilian and Latin from Greek, Hebrew and Arabic. In the same century the 13th Roger Bacon, a linguist in the English language remarked that a translator should be completely knowledgeable in both the source and targeted languages in order to produce a really accurate translation. They should also be an expert in the subject they are translating.
In the 14th century, John Wycliffe unveiled the 1st first Bible translation from Latin to English while Geoffrey Chaucer translated the Boethius’ works from Latin to English and also, ‘Roman de la Rose’ into English. Wycliffe did a lot of translations of Italian authors’ works into English.

Stage 4:- Later Medieval to the Early Renaissance

Gemistus Pletho hailing from Constantinople went to Florence to reintroduce Plato’s philosophy. He opened The Platonic Academy headed by Italian scholar and translator Marsilio Ficino. This academy translated all of Plato’s works and those of Plotinus’ ‘Enneads’ into Latin. In the 15th century the works of Thomas Mallory of ‘Le Morte d’Arthur,’ which included King Arthur’s tales and the Knights of the Round Table, Lancelot, Merlin and Guinevere were translated.

Stage 5:- The West Rises

The 16th century saw the middle class grow while printing became more prevalent. There was an increase in demand for more translations of literary works. Also, Englishman William Tyndale led the New Testament’s first translation in 1525. It was for the first time translated directly from Hebrew and Greek into English. After the New Testament translation was completed, Tyndale translated 50 per cent of the Old Testament but because he had an English version of it in the absence of a license he was handed out the death penalty so one of his assistants completed the translation of the Old Testament. Later mass productions of these translations took place.

Stage 6:- The Industrial Revolution

By this time, the accuracy and style of the translated text were both important features of a translation. At this time also footnotes explained that the text was not original but was a translation. In 1898 Chinese scholar and translator Yan Fu unveiled a translation theory based on the extensive experience he had had of English to Chinese translations of documents related to the social sciences. The theories were all about faithfulness, which meant getting close to the source material, expressiveness and elegance. Yan Fu decided that expressiveness was the most important as it permitted the delivery of the meaning of the content to its targeted audience.

Stage 7:- Today

Translation Studies has become an academic course which studies philosophy, terminology, semiotics, linguistics, philology, computer science, history and comparative literature.

Stage 8:- The Future

The future for translators looks optimistic, as the expected value in 2020 will be US$56.18 billion. The move towards machine translation is not expected to dent too much the demand for human translators unless the machine translators can learn to read between the lines. Further development in higher order machine translations is not likely to put much of a dent in the human translator market at least this is not predicted to happen in the short term.

What’s the Difference Between Phone and Written Translations?

In the world today one of the key changes has been the growth in demand for translators. That is because people speaking different languages want to be able to communicate clearly with one another. There are various ways of doing this and one is translating the written word and the other is through oral means, which can take place face to face or through the phone.

What is Written Translation?

Written translation is the conversion of the written language into another language. It isn’t necessarily word for word but needs to be linguistically and culturally appropriate for the targeted audience. If done well, the translation can be easily understood.

What is Phone Translation?

There is not actually anything in existence called phone translation,   This is when a phone interpreter interprets the spoken word that is conveyed down the phone. Other forms of interpreting can take place by remote video or through person to person interaction.

The Key Skills Required For Both Phone Interpreting and Language Translation

One of the key skills of these two jobs is being able to interpret or translate accurately between two languages. Many translators and interpreters choose to specialise in a specific field, like the legal, medical or business fields. This enables them to learn industry-specific terminology and procedures associated with the specialism.

Sometimes, they participate in classes, so they can keep updated with the language required in a particular setting. Interpreters require excellent listening skills so that they can recall what is being said, store it and convert it into the required language.

A Phone Interpreter Should have the Following Skills such as:

  • being able to take good notes;
  • excellent customer service and communication skills;
  • excellent understanding of both grammar and syntax in both the two languages.

Translators need to:

  • be able to research concepts and words;
  • have excellent grammar and composition skills in two languages.

Sometimes, people who consider themselves to be bilingual believe they can translate and interpret proficiently as well. Translators and interpreters require more additional skills in order to be effective than just being bilingual. Also, professional translators and interpreters may have sat proficiency tests to prove their ability to be professional translators and interpreters.

Who Requires Translators and Phone Interpreters?

Translators are Required for a Variety of Different Purposes such as:
  • translating business’s websites to target overseas customers;
  • translation of documents in medical facilities for patients who don’t understand the usual native language;
  • translation of legal documents for court proceedings involving people who do not speak the court’s language;
  • translating product user manuals and warranty documents for overseas buyers;
  • translating key documents at international conferences;
  • translating key business documents for trading overseas;
  • translating legal documents like birth certificates for migration to other countries.

Who Requires a Phone Interpreter?

A phone interpreter interprets when there is no face to face interpreter available due to the situation where the interpreter is required. This could be late at night or in a remote location.

How to Choose a Phone Interpreter or Translator

The key to making the right choice is asking translation and interpreter providers how their translators and interpreters are trained and how they choose them in the first place. Other questions you should ask is how they ensure that high standards are met by the translators and interpreters they employ. Do they go through a quality control process before translations are released to clients? Once you are happy with your choice of translation and interpreting agency you should start sending in your requirements as soon as you can.

What are Translation Plugins and How Are They Helpful?

When you are developing a website for all to see you look at a number of important features, such as content, SEO, optimisation, responsiveness and marketing. There is more to presenting a website than that as you have to think about who you expect to browse your website. If you are intending upon including overseas visitors then they probably won’t speak your language. This is where translation plugins can be helpful and they don’t cost much either.

WordPress, in particular, has available a good selection of great plugins that can assist you to put together multilingual content. All you have to think about is how much will using these plugins benefit you. If you live in Australia, England or the United States you may think that everyone speaks English. However, of the online audience, just 26% are English speakers. Even in the U.S., 10% of the population speaks Spanish. There are so many success stories heard from businesses about how much they have gained in revenue when they translate their websites into multiple languages. It makes using translation plugins so much more worthwhile.

Lingotek Translation Plugins

One useful plugin is Lingotek Translation, which uses a cloud-based translation web which makes it possible to get translations using machine tools, through crowdsourcing, or through the hiring of professional translators a pool of more than 5,000 certified translators. Once you have registered with Lingotek you can choose your translation method and follow the translation until it reaches the publishing stage. The machine translation component doesn’t cost anything for the first 100,000 characters and this is done by the Microsoft Translator called API.

GTS Plugins

This plugin’s aim is to elevate traffic to your website site partly using machine translations and polishing by using crowdsourcing which avoids making grammatical mistakes that could be embarrassing. It also has functions for optimising search engines. Most of the translations are done by machine but are edited by human translators. GTS supports more than thirty key languages.

Google Language Translator Plugins

This isn’t the official Google translator plugin, but it is a tool constructed above Google Translate that enables you to provide multilingual content in the easiest way possible. To get started it’s necessary to download the translation plugin then activate it. You are provided with several choices and in the end, you will have a rough version of your content in the languages you have chosen. There are 80 languages available and visitors can manually switch either between a selected group of languages, or the complete range of Google Translate’s choices.

Summary

Overall, translation plugins are a useful tool to tap into so that you can get your website content more user-friendly  for the multilingual world. If you are involved in marketing a product that needs a detailed accurate translation like a medical device you need to look carefully when choosing a plugin. You don’t want to be sued if you provide inaccurate user instructions and someone is injured.

At Least Three Skills are Needed For a Successful Translator

Translation skills

The first and foremost professional translation services skill is the effective use of both your language and your target language. This means you should have a thorough understanding of the terminology used in both languages and a high level of ability when transferring ideas between the two languages. These are the most fundamental skills but they go hand in hand with other strategic skills too.

A good translator does not simply transfer word by word between the two languages and that’s the translation task achieved but writing skills play an important role too.

A NAATI translation is done by a translator who has mastered the target language and possesses an unbeatable writing style. This sort of achievement is the making of an excellent translator.

Skills in subject matter

Honing in on subject matter that you believe you can master in two languages will put you above the rest. Subject matter knowledge means you understand the subject so that in your translation you are better equipped to convey the true meaning of the text and use appropriate terms to do so. This comes out as a far more convincing and forceful translation than simply rummaging around for appropriate words that you are unsure really fit the subject matter of the translation.

It might be amazing to imagine but there are some translators with virtually no understanding of subjects like law, business, medicine and engineering who take on detailed materials to translate and which even appear in print. To be thoroughly equipped to conduct a NAATI translation you must possess a high degree of expertise in one specialist area at least which should have been derived from first-hand experience in that field.

Many translation courses seem to omit this in translation degrees thus depriving the new translator of the expert voice that is so often is desired by professional translation services. So often it is found that specialist texts aren’t professionally translated to an expert standard which undermines the expertise of the translation industry.

In summary, in order to produce suitable translated texts to publication standard the translator has to have highly developed skills in the three core areas of writing, translation and subject matter knowledge.

How can we Communicate With Non English Speaking Patients?

Many countries these days are multicultural and multilingual but there may still be an expectation that new immigrants or visitors have to speak and understand the main language of that country. Some countries are guiltier of this than others. All the main English language nations, like the U.S. Britain, Canada (of course, Canada is supposed to be bilingual), Australia and New Zealand have a greater expectation that their immigrant population understands English.

This is far from being the situation. Many new immigrants, especially those who are refugees or family members who have come to live with younger immigrants, cannot speak English well or even at all. So how does the concerned professional, for instance in a hospital, cope with a situation when there is no interpreter or translator available?

One way around the problem of communication is for the hospital or other government agency which is providing services for non English speaking new immigrants to use a document translation services provide to prepare posters and leaflets in the main immigrant languages on what is available and what they have to do if they want to use the service.

All English language countries these days have a good number of professional translation services who can provide these sorts of services. In Australia, for instance, there are good translation services in Sydney and similar translation services in Melbourne, as well as all the other main centres in that country that are able and willing to offer translation services to meet the needs of patients who visit a doctor or a hospital.

There comes the point when a nurse or doctor just has to do their best when communicating with someone who doesn’t speak English and there is no-one around to help interpret. Sometimes an older person who has a health issue might bring along a younger relative to do the translation and this may seem a little strange for the health professional who is not used to dealing with anyone except the patient.

Talking slowly and clearly and using language that avoids technical terms and idiomatic expressions helps. It’s not that the patient is unintelligent, it’s just that English is a difficult language to learn and it’s often hard for the native English speaker to appreciate that the non English speaker is struggling to understand.

One must also be aware of cultural idiosyncrasies. Many non English speakers may seem to show their understanding by nodding their heads or smiling and saying “Yes” but really haven’t a clue what you are trying to say!

There are no easy solutions, but persistence and patience always helps. Try some open ended questions to test whether your patients really understand what you are saying or try writing a question in simple English on a piece of paper. It may be that the patient can understand written English more easily than the spoken version, especially if you speak with a regional accent.

Translation Site’s Unique Recipe Taste Test Reveals How Google Translate Can Get Translation Badly Wrong

A research company, JWT Amsterdam, went out to compare two translations of a recipe from ElaN translations and Google to see if there was any significant difference in understanding between the two different ways of the translating of a recipe. The first test used a human translator and the second test used an automated translation tool.

ElaN languages document translation services gave the research project the name of “Taste the Translation.” The video of the project shows a chef preparing the same Japanese recipe which was translated by human translators from ElaN’s team and another version of the recipe translated by the automated translation programme called Google Translate.

Google’s version of the recipe was definitely found to be more of a challenge for the chef to follow than the recipe translated by human translators. This project was first initiated last year but didn’t get a lot of attention outside of the Netherlands until it was taken on the festival circuit, where it won a bronze award at the Clio Awards. It also took the gold award in the category called consumer direct at the Epica Awards international event which was judged by advertising journalists in Berlin.

For ElaN and other businesses that offer translation like many translation services in Australia the aim isn’t to persuade people to use its online translator which is free but to educate visitors not to use any tool purported to be free for important translations that are more than a small number of words. It is far better to use a NAATI translation when needing document translation services for the Australian environment which guarantees reliability and accuracy when important information needs to be translated.

The true value of “Taste the Translation” is that it revealed just how important it is to use professional translation for documents where careful selection of words matters. By highlighting the flaws of Google translate it is a wake-up call for businesses who think they can get product information and advertising material translated into other languages by using cheap or free online services like Google Translate.