Habla Blog

By Deborah Brody

A while back a nonprofit organization for which I consult asked me to review a 24-page booklet they had translated to Spanish using translation software. Let’s just say it was a money-maker for me since I had to spend many hours fixing the translation. 

Why was the translation so bad?  Because computers don’t “understand” what they are translating. For instance, there was a line that started, “when the phone rings.” The computer translated this to “cuando el teléfono anillos.” In Spanish, anillos are rings such as you would wear on your fingers. Instead, the translation should have said “cuando el teléfono suena.”  Of course rings are anillos, but not in this case! 

Ø      Unless you are translating only one word, stay away from computer-generated translations. They are rarely correct.

As a marketing writer and translator, it is my job to make sure marketing pieces such as brochures, are not only translated to Spanish, but also reflect the message and tone of the original piece. Taglines that are pithy in English may be lengthy in Spanish or not carry the same message. I also have to check that the message is adequate to the audience. Some Latinos in the United States have been here for many years and are acclimated to American culture whereas some have recently immigrated. Lastly, I have to concentrate on translating the meaning rather than the words.

Ø      Remember that translation is not just a word-for-word exchange. You must take context and tone into consideration.

Other issues that come up in translation are usage and cultural resonance. Although Spanish is spoken in all Latin American countries, with the exception of Haiti and Brazil, there are many regional variations. For instance, in Mexico, they use the word coche for car. In Guatemala, a coche is a pig. Clearly, in this case you would need to use a more universally accepted word like automóvil. Since there are thousands of word cases like this, you have to be aware of who the target audience is. I would argue that if you are writing a piece for a Mexican audience, it would be OK to use Mexican Spanish. However, if you are sending out a letter to a general audience, you would have to make sure you are being more neutral.

Another tricky area in Spanish is that there are two forms of you—the more informal tu and a more formal usted. Central Americans tend to use usted while Venezuelans and other South Americans are more informal. 

Ø      Keep in mind that Spanish is not monolithic….there are many regional differences.

Finally, there is specialized translation. Not everyone knows the specific terminology for certain fields like medicine, law and finance.

Ø      If you have an industry-specific translation, look for a translator that specializes in the field.

Translation is an art. It is important to make sure that you are using the right words, in every aspect.

©Deborah Brody 2008

 Deborah Brody is a marketing communications consultant, writer and translator. A native Spanish speaker, she has been translating marketing pieces English-Spanish for several years.  Please visit www.deborahbrody.com for more information.