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Translating marketing material: how to avoid mistakes 

Well-translated marketing material can make all the difference for a company entering a new market. Like every field of translation, it requires a certain set of skills and priorities.

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Chief among these is knowledge of the culture in which the target language is steeped. Too often, companies have had their slogans translated literally, expecting that everyone thinks and feels like an American. This can lead to huge reputational and fiscal damage, as when Nike ran an ad with various people saying "Just do it" in their native languages, not realizing that one participant was actually saying, "I don't want these shoes; they're too small." That's why it's always worth hiring an editor 

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It's also advisable to have a detailed brief or style guide ready for the translators. This ensures that the company is presented consistently and as desired in every situation. This can include guidelines on spelling (e.g., American or British), translating certain terminology, and avoiding various things.

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Marketing content should be lively, warm, and inviting. It can include creative wordplay and phrasing that could be translated loosely to retain its spirit. That's because different languages often don't have directly analogous turns of phrases. When dealing with slogans and product names, close interaction between the translator and client is necessary.


Software


Today, we will talk about software - a major source of work for translators.


🔹First, there is user-interface localization for apps and devices, which is a vast market with plenty of its own particularities, but software companies require all sorts of translations, including marketing and documentation. The language used in the field is quite plain-spoken and unambiguous. As an engineering field, the thought processes involved are quite linear and rational.


🔹However, like any other highly technical field, software development has a rich lexicon of jargon. One particular challenge for the translator is the high number of acronyms used, which could be impossible to find even in a specialized dictionary.

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🔹Besides, software is an incredibly broad field, ranging from network applications to mobile poker apps to industrial automation. Each sub-area has its own terms and acronyms. A software engineer may be an expert in networks and know nothing about automation, unlike translators, who often end up having to learn how to communicate across a range of fields.

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🔹The software also comes with a high number of proprietary terms like brand and product names. The translator often has to stick to a style guide provided by the client to ensure correct branding.


Computational linguistics 

Today we devote our topic to computational linguistics - a discipline that brings many fields of science together to create computer models of human language.

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Its goal is to get computers to be able to process language, understand our speech and reply to us. Siri is probably the most famous result of these efforts!

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This field of artificial intelligence is divided into theoretical and applied computational linguistics. As the theory has been ironed out, the focus has shifted toward the applied side.

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One big focus of the field is machine translation. Anyone who has used Google Translate or an analogous service knows that, as far along as this technology has come, it remains far from perfect. This is a testament to how complex and difficult a problem is.

A more academic application of computational linguistics is the modeling of the languages evolution. This is hardly a less complicated task but provides valuable insights into why we speak the way we do.

Another application is content filtering in social media like Twitter. If the algorithm judges a comment to be hurtful, it may get shadow-banned, unseen by others, or explicitly removed.

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Computational linguistics is naturally a complex topic that we will explore further in subsequent posts, so stay tuned!

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How far do you think this research will go in the future?

Blockchain in Translation Industry

“As revolutionary as it sounds, Blockchain truly is a mechanism to bring everyone to the highest degree of accountability. No more missed transactions, human or machine errors, or even an exchange that was not done with the consent of the parties involved.’’– Ian Khan, Author | Technology Futurist

Blockchain, Bitcoin and cryptocurrency are currently the focus point in almost every industry.

What is a blockchain?

A blockchain is a growing list of records, called blocks, which are linked using cryptography. Each block contains a cryptographic hash of the previous block, a timestamp and transaction data, represented as a Merkle tree root hash.

By design, a blockchain is resistant to modification of the data. It can record transactions between two parties efficiently and in a verifiable and permanent way. For use as a distributed ledger, a blockchain is typically managed by a peer-to-peer network collectively adhering to a protocol for inter-node communication and validating new blocks. Once recorded, the data in any given block cannot be altered retroactively without alteration of all subsequent blocks, which requires consensus of the network majority.

Blockchain alternatives were presented as the most revolutionary new technology, but is it really possible to get truly revolutionary if LSP’s primary focal point is "localization".  

For the language service industry, a blockchain system would mean faster payments to resources and clients. By removing the middle-man of banks and their processes, transactions could take minutes, rather than days, through the blockchain system.

How can blockchain help in the translation industry?

Blockchain can help to establish a more efficient system in several aspects. It is essentially an encrypted, distributed database in a safe environment with no central management.

The idea is that each translator, proofreader, editor, agency or anyone else with an implication in the project’s process adds metadata about themselves to the blockchain. The data will include basic information such as the name of the translator, editor or agency, what was done, date and time, etc.

Using blockchain technology, the data will be encrypted using the public key provided by the customer thus allowing only the customer to access it. For performance reasons, it will not include the translated nor the source file.

To save the data to the blockchain “database”, the user involved (e.g. translator) will create a hash of the source material and the basic project metadata, such as the language pair, type of material, identifier of customer. This hash will be used as an index for that specific project. The hash is the unique identifier for the project, so there is no need to save the entire source and translated text.

The next contributor to work on the project, e.g. the proofreader, will add their record to the blockchain using the hash of the project and the public key of the customer, thus decrypting the file and continuing the work on the task.

The decrypted records will show who worked on the project and when and what they did. When the project reaches the customer, they will be able to find relevant records using the hash of the project and decrypt them using the private key. The decrypted records will show who worked on the project and when and what they did, e.g. initial translation, proofreading, editing and so on. Using these records, customers will be able to decide which translators they would like to work with in the future, identify the source of quality issues.

The safe nature of the system is a great advantage since it even allows competing vendors to use the same platform without worrying about revealing customer and translator names, or exposing the translated text itself. The process of mining, i.e. hosting the database, building its blocks and verifying them is done by participating LSPs.

The language services industry can gain a lot from cryptocurrencies and blockchain, whether it’s faster payments to translators or translating blockchain systems. Blockchain promises to provide tools that would allow us to take responsibility for the use of our own data and to simplify business processes that are needlessly complex. With the global potential of blockchain, new opportunities are opening up.

At Rinisan Linguistic Solutions we build our system to promote communication so that the resulting translations are clearly better. Blockchain is a helper in this regard.


The Future of Translation



In our modern, interconnected world, where borders blur and information flows ceaselessly across languages, the role of translation has never been more critical. Whether it’s breaking down language barriers in business, fostering cross-cultural understanding, or enabling global communication, the translation industry stands at the forefront of this linguistic evolution. As we step into the future, a host of emerging trends and innovations are reshaping the landscape of translation. In this article, we will delve into the fascinating future of translation, exploring the transformative potential of AI advancements, the power of remote collaboration tools, and the exciting possibilities that lie ahead.


The Evolution And Future Of Translation: From Human To AI

Translation is as old as civilization itself, with human translators playing a pivotal role in bridging linguistic gaps for centuries. However, the dawn of the digital age ushered in a new era for the industry. The integration of Artificial Intelligence (AI) and Machine Learning (ML) technologies has brought about significant advancements, transforming how we approach translation.

An AI-Driven Translation Industry?


One of the most compelling trends in translation is the rapid development of AI-driven translation tools. Machine Translation (MT) models like OpenAI’s GPT have reached astonishing accuracy levels, enabling text translation with near-human fluency. These AI systems learn from vast amounts of multilingual data, making them capable of handling diverse languages and dialects. This development has profound implications for businesses and individuals alike.


However, the rise of AI in translation has sparked a debate about the future of human translators. While AI excels at many aspects of translation, such as speed and volume, it still struggles with nuances, cultural references, and context. Human translators bring cultural sensitivity and creativity to their work, areas where AI falls short. As a result, the future may see a harmonious collaboration between AI and human translators, with each playing to their unique strengths.


The Power of Neural Machine Translation (NMT)


Neural Machine Translation (NMT) stands out as a game-changer within the AI-driven translation landscape. NMT models, like Google’s Transformer, have significantly improved translation quality. They excel in capturing context and producing more fluent and natural-sounding translations. This development is fascinating for industries that rely heavily on translation, such as e-commerce and global marketing.


NMT is driving real-time translation, making global communication more accessible. With the rise of NMT-equipped chatbots and voice assistants, language is no longer a barrier to customer service or online interactions. Imagine attending a global business meeting where participants from different corners of the world converge seamlessly, thanks to NMT-powered translation tools. This vision is no longer a distant future but a burgeoning reality.


Remote Collaboration Tools: A Catalyst For Translation

The COVID-19 pandemic accelerated the adoption of remote work and collaboration tools across industries. Translation is no exception, and the integration of these tools is revolutionizing how translation projects are managed.


Cloud-Based Translation Management Systems (TMS)


Cloud-based Translation Management Systems (TMS) have emerged as a vital asset for translation agencies and teams. These platforms facilitate seamless collaboration among translators, proofreaders, and project managers, regardless of their physical location. They offer a centralized hub for storing translation memories, glossaries, and style guides, ensuring consistency and efficiency across projects.


Real-Time Collaboration to Enhance Translation Accuracy


Real-time collaboration tools, such as Google Workspace and Microsoft Teams, transform how translation teams work together. They enable instant communication, file sharing, and collaborative editing, ensuring that translation projects progress smoothly and meet deadlines. This newfound flexibility has expanded the available talent pool, as organizations can tap into a global network of translators and linguists.


Blockchain for Translation


Blockchain technology is making inroads into the translation industry, addressing trust and transparency issues. Smart contracts and blockchain-based platforms are helping translators and clients establish clear terms and agreements, ensuring fair compensation and protecting intellectual property rights. This innovation is fostering a more equitable and secure environment for translation professionals.

The Multimodal Future Of Translation

As we peer into the future, the translation landscape appears increasingly multimodal. Translation is not limited to text anymore; it extends to audio, video, and even virtual reality experiences. The evolution of these mediums presents exciting challenges and opportunities for the translation industry.


Audio and Video Translation


With the proliferation of podcasts, webinars, and video content, audio and video translation services are in high demand. AI-driven transcription and translation tools are becoming indispensable for content creators, allowing them to reach global audiences easily. The future holds the promise of real-time dubbing and subtitling, making video content more accessible and engaging for diverse viewers.


Virtual Reality (VR) and Augmented Reality (AR)


The rise of VR and AR technologies introduces a new dimension to translation. These immersive experiences require linguistic translation, cultural adaptation, and spatial context. Imagine exploring a virtual museum or attending a global conference in VR, where AI-powered translation seamlessly integrates with the experience, providing a holistic understanding of the content.


Embracing The Future Of Translation

The future of translation is an exciting and dynamic landscape driven by AI advancements, remote collaboration tools, and the expanding horizons of multimedia translation. As we progress, the integration of AI and human expertise, the optimization of remote workflows, and the evolution of translation modalities will continue to shape this industry.

The role of the human translator remains indispensable for preserving cultural nuances, context, and creativity. AI is a powerful tool that enhances efficiency and accessibility, but it thrives when complemented by human insight and understanding.


The translation industry is a bridge between cultures, enabling communication, fostering understanding, and expanding horizons. As we navigate the ever-evolving landscape of translation, we can look forward to a future where language is no longer a barrier but a gateway to a more interconnected world. The future of translation is here, and it is a future full of promise and innovation.


The Importance of Human Translation and Localization in the Modern World 

In an increasingly interconnected global marketplace, the demand for accurate and culturally relevant communication has never been higher. While machine translation tools like Google Translate and AI-powered services have made significant strides in recent years, the role of human translation and localization remains indispensable. This article explores why human expertise is crucial for translation and localization, particularly in ensuring quality, cultural sensitivity, and effectiveness in communication.

The Limitations of Machine Translation

Machine translation tools have undoubtedly revolutionized the way we communicate across languages. They offer quick, cost-effective solutions for basic translation needs, allowing users to get the gist of foreign texts instantly. However, these tools come with significant limitations:

The Role of Human Translators

Human translators bring a depth of understanding and a level of expertise that machines cannot match. Here’s why human translation is still essential:

Localization: Beyond Translation

Localization goes a step further than translation by adapting content to fit the cultural and linguistic norms of a specific target market. This process involves:

Case Studies: The Impact of Human Translation and Localization

Marketing Campaigns

Consider global brands like Coca-Cola and Nike, which rely heavily on localized marketing campaigns. A well-localized campaign can lead to increased brand loyalty and higher sales. For example, Coca-Cola’s “Share a Coke” campaign replaced its logo with popular local names in each market, which significantly boosted consumer engagement.

Legal and Technical Documents

In legal and technical fields, precision is paramount. Human translators ensure that legal documents, patents, and technical manuals are accurately translated, preserving their intended meaning and legal integrity. A single error in these documents can lead to costly misunderstandings or legal repercussions.

Digital Content

For digital content, localization can mean the difference between success and failure. Websites, apps, and video games tailored to local languages and cultures see higher user retention and satisfaction rates. For instance, video games localized with culturally relevant humor and references are more likely to succeed in diverse markets.

Conclusion

In conclusion, while machine translation technology continues to advance, the importance of human translation and localization cannot be overstated. Human expertise ensures accuracy, cultural relevance, and quality, which are essential for effective communication in a globalized world. As businesses and individuals continue to operate on an international scale, the demand for skilled human translators and localization experts will only grow. Embracing both technological advancements and human insight is the key to successful global communication.


The Advantages of Translators in the Age of Artificial Intelligence


In today's rapidly evolving digital landscape, artificial intelligence (AI) is transforming numerous industries, including the field of translation. While AI-powered translation tools like Google Translate and DeepL have made significant strides in accuracy and accessibility, professional human translators continue to play a crucial role. Here are some key advantages of human translators in the age of artificial intelligence:

1. Cultural Nuance and Context

Human translators bring a deep understanding of cultural nuances and context that AI often misses. Language is not just about words; it's about conveying meaning, emotion, and cultural significance. A human translator can interpret idiomatic expressions, humor, and cultural references accurately, ensuring that the translated content resonates with the target audience.

2. Quality and Accuracy

AI translation tools have improved, but they still struggle with complex sentences, industry-specific jargon, and nuanced language. Human translators can provide a level of quality and accuracy that AI cannot yet match, particularly for specialized texts such as legal documents, medical reports, and literary works.

3. Creative Adaptation

Translating marketing materials, literature, or artistic works often requires creativity and a deep understanding of the target culture. Human translators excel in adapting content creatively while maintaining the original message's intent and tone, something AI struggles with.

4. Ethical and Sensitive Content

Handling sensitive or confidential information requires a level of ethical consideration that AI lacks. Human translators are bound by professional ethics, ensuring confidentiality and appropriate handling of sensitive content. This is crucial in fields like law, medicine, and business.

5. Human Touch and Personalization

Human translators can provide a personalized touch, tailoring translations to the specific needs of the client. They can ask questions, seek clarification, and make adjustments based on feedback, ensuring that the final product is perfectly suited to the client's requirements.

6. Collaborative Potential

The best results often come from a collaboration between AI and human translators. AI can handle repetitive and straightforward tasks, while human translators focus on refining and perfecting the translation. This synergy enhances efficiency and quality, making the translation process more effective.

7. Continuous Learning and Adaptation

While AI models are trained on vast datasets, human translators continuously learn and adapt to new trends, language changes, and cultural shifts. This ongoing learning process ensures that human translators remain at the forefront of language evolution.

In conclusion, while AI has undoubtedly revolutionized the translation industry by making it more accessible and efficient, the expertise, cultural insight, and creativity of human translators remain indispensable. In the age of artificial intelligence, human translators continue to add unparalleled value, ensuring that translations are not only accurate but also culturally and contextually appropriate. As we move forward, the collaboration between AI and human translators promises to deliver even greater advancements in the field of translation.


The Rise of Large Language Models (LLMs) in Translation and Localization: 

A 2025 Perspective 

In the first quarter of 2025, the translation and localization industry is experiencing a paradigm shift, largely influenced by advancements in Large Language Models (LLMs). These AI-driven systems are redefining how content is translated and localized, offering both opportunities and challenges for businesses aiming to engage global audiences.​

Understanding Large Language Models (LLMs)

LLMs, such as OpenAI's GPT-4, are sophisticated AI systems trained on vast datasets to understand and generate human-like text. Unlike traditional Neural Machine Translation (NMT) models that translate text segment by segment, LLMs process entire documents, capturing context, tone, and cultural nuances. This capability allows for more coherent and contextually appropriate translations, especially in complex scenarios like literary works or marketing content.​

The Impact of LLMs on Translation and Localization

Challenges and Considerations

Despite their advancements, LLMs are not without challenges. Issues such as over-localization, where translations adapt content excessively to fit local cultures, and inference efficiency, which pertains to the computational resources required by LLMs, are ongoing concerns. Additionally, the potential for AI to overlook subtle cultural nuances necessitates human oversight in the translation process. ​

Looking Ahead

The trajectory of LLMs in translation and localization points towards a future where AI and human expertise coalesce to deliver high-quality, culturally relevant content. Businesses adopting LLMs can expect improved efficiency and reach in global markets. However, maintaining a balance between technological innovation and human touch will be crucial in navigating the complexities of language and culture.


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