Boat Show Quality Translated

Français

Deutsch

The top-class finishing of motor yachts at the London Boat Show 2017 impressed me. Manufacturers do not appear to skimp on any detail. The quality is high both inside and out. Every surface sparkles with care and attention. Can we translate this between the boat and translation industries?

Translators are constantly under pressure to produce higher quality faster. A warning from the Royal National Lifeboat Institution (RNLI)* caught my attention:

Reflection and Risks

The RNLI knows about safety. Dropping your anchor gives you time to think about a problem. Panic can create even greater difficulties. 

A translator needs time to think too. Increasing pressure to translate immediately without reflection or using an unedited machine translation can leave a client in stormy seas.

The RNLI advises people to know the risks and respect the water.

Translators advise clients on linguistic risks and respect cultural differences.

Security and Risk Prevention

Safety equipment at the show reflects the high importance of safety to the boat industry. I saw life-rafts and a huge range of life jackets. 

Flares are important in case of emergencies. Good translators ask questions to signal potential difficulties and prevent risks. A translator's safety equipment is in quality checks. It is never advisable to compromise on such 'security' checks.

Reliable Direction & Quality

You need reliable charts to set you in the right direction at sea. Technology is not always reliable. It's the same for translation. 

A boat manufacturer also needs quality marketing materials with quality copy to succeed in a crowded market. The chart of crowded shipping lanes reminds us of the importance of a strong, well-translated or transcreated message.

Professional Captain

The boat industry understands the importance of good communications at sea. A well-trained, experienced and professional Captain keeps you out of harm's way. 

A professional translator is your guide in unfamiliar translation seas. Your boat won't go anywhere without a fair wind or a good engine. Like your captain, your translator needs a good brief from you to take you where you want to go.

A quality yacht deserves investment in quality documentation. 
Quality marketing translations make for a smooth sales passage.

* British charitable institution that saves lives at sea.

Karen Andrews is a freelance French to English translator, transcreator, content writer and editor. She has a strong background in global marketing.

Email Karen for further information via karenanglicityen@gmail.com in French, German or English.

Should you choose a robot or a human?

Who's playing the violin?

Can a robot make music?


It looks like it can...

Robot playing violin

It plays... but would you choose to go and see it in a concert hall? Is it a virtuoso?


Machines can translate.  They can do a great job for a gist translation. They can work in highly customised domains with a lot of investment and input from experienced, specialist hands.

But would you honestly trust your creative marketing translations to a machine translation? There are greater risks.

A brand risk... 
A risk to your personal reputation... 
A risk of a damaging new product launch...
... or a risk to an existing market.

Will a machine offer cultural advice?
Can it help you plan your marketing strategy and tactics?
Can it offer you reassurance by answering your questions or responding to your concerns?
Can it transcreate?
Rewrite sections that don't apply or that your local office is unhappy with for its clients?
What about SEO?
Will a robot be your partner throughout the campaign?

Choose a human professional translator. There is so much to consider.

Call Anglicity on +44 (0)20 8581 9369 or email karen@anglicity.com

Still not convinced? Watch Anglicity's latest video on Vimeo...

Karen Andrews runs
Anglicity Ltd. She is a 

human translator and

transcreator.  She is

also a copywriter,

digital marketer and 

multilingual 

project manager.

For further information see
Anglicity's website

Skating on ice

I arrived between sessions and stood at the side of the Christmas ice rink at Somerset House.  The ice machine renewed the ice for the next session. The man in the cab leaned over to watch carefully as he steered round.

As the machine left the ice, they opened the double doors to the cautious, enthusiastic crowd on the opposite side. All out for fun on a winter's evening.

Some stumbled onto the ice.

Some tottered around without actually falling over.

Some skated well, but wary of straying from the edges.

Two figures stood out. Both skated confidently through the middle of the ice rink and clear of the tottering throng.

The first was obviously proficient. She demonstrated her experience and ease on the ice. Nothing was obviously missing until I watched the second girl more closely.

The other girl skated as if unaware of the ice beneath her boots. She could have been on dry land.

She had a professional's beautiful white boots. Always important to have right tools for the job.

Most of all she had natural grace and style. Poise. Like an Audrey Hepburn on ice.

The importance of the right tools for the job

Translation is a lot like skating on ice. You have to skate a careful line between two cultures.

Machine translation can deal with some types of work. It can give you the gist of a subject. However, like the ice machine, it still needs the eyes of a driver to ensure a thorough job over the ice. A professional to make sure that there are no unsuspecting pitfalls. No broken bones on the ice.

The enthusiastic crowd remind you of some bilinguals operating in the translation field. Or the cousin of the friend of a friend who sometimes offers translation as a "bit of a sideline". It's fun. A hobby.

When you select your translator, you want someone with the right skills, experience and tools for the job. You want a professional.

Your translation must be fit for your business domain and purpose. No good choosing a rugby player for the ice; any more than an ice dancer for a rugby match.

Transcreation is like ice dancing for marketing translations.

You don't want an ice skater who stays too close to the edge. Too literal.

You want a translator who will skate a skillful line through the middle. With grace and poise.

You want your copy to dance and sing. You want your brand to stand out from the throng.


Please call or email Karen to discuss your transcreation or copywriting projects. All contact options are detailed above.