18 Translation Myths and Why You Should Be Wary of Them
Translation; it might seem like a word that needs no explanation, but it’s actually a complex and frequently misunderstood art.
Translation myths abound — both inside and outside the language services industry — and whilst some may be harmless inaccuracies, others could waste your time, money, and energy if left unquestioned.
We’re here to guide you around some of the more pernicious translation myths that can trap the uninitiated, and teach you what to consider when looking for a professional translator.
Myth #1: Anyone who knows more than one language can be a translator
This is one of the most common translation myths out there, and we can see why. Being bilingual, or even trilingual, is a wonderful talent, but fluency and writing skill are two different things.
At the highest professional level, translation involves a nuanced understanding of how written tone is communicated across different dialects, as well as specialised local knowledge, deep appreciation of the target culture, and hard-earnt professional development.
Many top-tier translators will have trained as linguists, studying how languages function at their most fundamental levels. The best in the business will have also spent years, sometimes decades, making sure their clients’ messages are transformed clearly and consistently. They’ll have navigated common language traps time and again, learning what works and what doesn’t from both experience and theory.
Myth #2: Good translators will always translate a sentence the same way
There’s more than one way to skin a… sentence. Every translator is likely to translate your material a slightly different way, even with the same amount of talent and experience.
Translation is a complex process that involves navigating the subtleties and implications of your original text, as well as your target language. Add to this your intended brand image, or the particular tone that you want preserved, and the possibilities for a single sentence seem endless.
There are even words out there that have no literal translation in other languages, requiring a detailed knowledge of both dialects for the meaning to be properly retained.
Good translators are alive to the various possibilities of each and every phrase. In cases where a slight alteration could make a big difference, the most switched-on professionals may even discuss with you which particular path you wish to go down.
Myth #3: Translating back and forth between languages is a good way to highlight errors
Of course a good translation can be rocked back and forth between its original source and the target language. It all means more-or-less the same thing, right? This surely doesn’t belong in a ‘translation myths’ list!
Not so fast — the phrase ‘lost in translation’ exists for a reason.
A ‘back translation’ — or sometimes ‘reverse translation’ — is a text that has gone from its original language to its target language, and then back to its original language again. Doing this once to understand a translated text shouldn’t be an issue, but re-using the back-translated copy as the ‘source’ again could introduce errors. The back translation will give you a general idea of what the translated content says, but it will likely have a few differences from the source text.
It’s a similar concept to Chinese whispers: the more people hear and pass on a message, the more it gets diluted by slight changes in words or phrases. The more times you try to shuffle a text between languages to see if a translation holds up, the more chances you have of losing your original meaning. Far from exposing any ‘errors’ in the original translation, you may simply end up compounding the problem.
Things can become particularly confusing if you decide to use entirely separate translation teams to back-translate. Different translators — or different translation programs — are likely to produce different results. These small variations can build up over many revamped, retranslated versions, giving you text that’s so far removed from its original source that it’s virtually unrecognisable.
Myth #4: Getting translation companies to check each other’s work is a good way to spot mistakes
Why not have one business ‘policing’ what another produces? They’re both professionals, after all, so won’t they help each other keep to a high standard?
Though it’s certainly a good idea to have more than one pair of eyes overseeing a project, pitting services against one another can do more harm than good.
One may flag ‘mistakes’ that are actually just differences of interpretation, creative choice, or professional opinion with the other. What’s more, you could get a whole swathe of these ‘false errors’ if a company deems it in their best interest to shoot holes in a competitor’s work.
Translation should be a collaboration between passionate experts and clients, not an unhealthy competition between rival firms.
Myth #5: All translation companies provide the same essential service
Although this is one of the more harmless translation myths, it can certainly prove frustrating. Translation companies can offer a whole range of services, and the methods they use are likely to vary as well, so jumping in on this assumption could end up wasting time.
For example, translation companies can rely to varying degrees on machine translation. Some use computer-aided translation tools as helpful, proportionate aids, whilst others lean too heavily on software and produce cheap but substandard copy.
Some choose to focus on specific industries or languages, and others may offer translation and interpreting services across a range of locations and dialects.
Some may try to impress by offering it all, spreading themselves too thin in the process. Others will genuinely have the depth of expertise, professional connections, and senior experience to master a range of detailed, complex projects.
We don’t like to blow our own trumpet too loudly here at ZippyLingo, but we’re pretty proud of the menu we have to offer. In addition to complex translation work driven by teams of talented linguists and local experts, we’re also confident leading on a range of related projects. We can cater to marketing copy, brand messaging, and web content, helping you find comprehensive solutions to a range of interlinked challenges.
Myth #6: A good marketing team can be relied upon for good translations
Marketing agencies may present themselves as having specialised knowledge of local trends, regional tastes, and ‘what sells where’ — but do they have the translation talent to ensure a message lands thoughtfully and accurately in another language?
Even the best marketing strategy is only as good as the copy it appears in. If you’re investing in high-end marketing, make sure it’s backed up by high-end translation to match.
Oh, but these processes shouldn’t be strangers; if your language service provider is present when marketing strategy is discussed, it can help ensure the localisation process is rooted in your brand vision.
Myth #7: Translation is just replacing words using a dictionary
You’d be surprised how many enterprises think translation is just a glorified version of word replacement. This is one of several translation myths that can be damaging to the industry and the people who work in it, contributing to the undervaluing of their skill and expertise.
In reality, understanding how text should read in a new language involves far more than just a knowledge of synonyms. If that was the case, machines would be able to do the same job as humans when it comes to top quality translation — and that simply isn’t the case.
There are all sorts of complexities that prove this: some words don’t have one-to-one equivalents in other languages, some phrases or idioms don’t translate well and need to be replaced, and sometimes it just sounds better to change the wording a little. This is where a human translator comes in with some creativity and critical thinking to make sure the translation is perfect.
Myth #8: Machines will soon be translating between languages as well as any human
There’s no getting away from the fact that machine learning is reaching dizzying heights. AI’s ability to mimic human behaviour is constantly moving through new, uncharted territory. So, if a computer can map weather patterns, run international logistics chains, and beat the occasional chess grandmaster, surely it can translate a paragraph as well as your average professional?
Not quite! Whilst translation software plays a useful role for language service providers, machines still haven’t reached a stage where they can reliably produce customer-facing copy to a high standard. Google Translate might be great for helping you understand a colleague’s email from overseas, but you shouldn’t trust it to preserve the nuances of a well thought out promotional campaign for niche international markets.
Human translators understand subtlety, implied meaning, cultural references, and human interaction in a way that computers simply can’t. They draw on a wealth of lived experience, as well as on human relationships with clients, to ensure that translated content is carefully crafted with target audience and brand image in mind.
Myth #9: Computer translations might not be perfect, but they’re good enough
OK, a computer might not translate quite as well as an experienced human linguist, but surely the cost-cutting is worth it?
Well, it all depends on what you’re trying to achieve. From technical manuals and employee handbooks to political campaigns and social media, inaccurate tone or word choice can mean the difference between content that hits the mark, and content that might as well not exist at all.
The more you use special terminology, or want to stick closely to your original voice, the more room there is for a computer to mismanage the translation. The results can be anything from poorly written prose to incorrect instructions, and whilst the first could simply put off your customers, the second could be disastrous.
Language is how we understand the world, and each other. In situations where that understanding is vital for your business, why risk leaving something so crucial to a machine whose ‘understanding’ is rooted purely in data patterns, not language as experienced by real people?
Myth #10: A human translator shouldn’t rely on computers at all
It’s tempting to hear that automated translators can’t replace humans and assume that means they have no place in the industry at all. However, that’s just another one of our translation myths, so don’t get caught out!
There are plenty of ways translation professionals use computers to aid them in their work. Computer-aided translation software can streamline the localisation process by identifying language patterns that have worked well previously, promoting consistency and accuracy across projects, as well as spotting simple errors more quickly than any human eye can.
And translation software is evolving all the time. Experienced translators understand that technology is something to be worked with, not fought against. Technology can be used to give human professionals more room to work on what matters, the stuff that only humans can do — honing personal, thoughtful messages for other humans to read.
Myth #11: Translation and interpretation are identical
This is one of those translation myths that seems universal amongst the average person. Thankfully, it’s just a simple conflating of words, and it’s easy to rectify.
A translator is someone who transforms written content — usually pre-prepared text — into a different language. An interpreter, on the other hand, translates from one language to another whilst it’s being spoken, and will sometimes speak out loud to help people understand one another.
Some language professionals offer both services, but they do require different skill sets. Interpreters have to be quick on their feet, and responsive to sudden shifts in topic and vocabulary. In addition to these qualities, good translators also require an in-depth knowledge of the implications and connotations of the languages they work with, as well as a deeper understanding of the industry they’re producing work for.
A translator’s job is not to provide on-the-spot interpretation that preserves basic meaning, but to craft nuanced, thoughtful content that stays close to the source, whilst also ensuring it works well for a new audience.
Myth #12: The more translators involved, the better
Too many cooks spoil the translation-flavoured broth.
Having a team of linguists working on your brief is always a benefit, as ideas and suggestions can be bounced around and discussed. However, bringing in various teams for various jobs, re-assigning work regularly, or switching up your language service provider week after week can lead to frustration and confusion.
At best, it can mean you have to rebuild the same important working relationships again and again — the bonds that are necessary for fluent, thorough, detailed translation work. At worst, you risk all of your content being poorly and inconsistently translated, turning off potential customers and tarnishing your brand.
The longer a single translation team works with you on your projects, the more familiar they will become with your brand, identity, vision, and voice.
Myth #13: Top translators can produce high-quality translations regardless of the source material
The more detailed the brief you provide your translators, the better the work they can produce.
Good source material doesn’t necessarily mean well-written content only — it also means the guidance and reference material accompanying it is up to scratch. To realise your vision properly, translators need to understand your brand and intentions, and how you hope to achieve them.
Of course, sloppily written source copy isn’t going to help your translators either, but a good translator will at least be able to clean up grammatical errors as they go!
Myth #14: Good translators are interchangeable
Just as no sentence will be translated identically by two different people, different translators — even talented ones — may not be equally suitable for your particular project.
Certain translators may specialise in specific areas of industry, or have particular content-related knowledge that makes them a perfect fit for your project. The trick here is to hire a translation company that understands this, and has the experience necessary to put their translators on the projects they’re best suited to.
Talent is talent, but even talented translators have their strengths and weaknesses. Coordinating for both is what gives them room to shine.
Myth #15: Bilingual employees can be relied upon for your translation needs
It can be tempting for companies to offload language work on bilingual employees in an attempt to cut costs. The simplest way to explain why this is wrong is to ask a question: would you give any assorted employee in your company the responsibility of writing your marketing copy?
You need expertise, nuanced understanding of linguistics, and knowledge of the target audience and marketing strategy to really fulfil a translation brief. Just as speaking English doesn’t automatically qualify you to write stellar copy, the same goes for translating that copy into another language just because you speak it.
Not only that, but many bilingual people — especially those who learnt their second language from parents who speak it as their first — can only speak the language, not read and write it. This is particularly true when a different script is used for the speaker’s first and second languages, like English and Hindi.
You’ll also be burdening them with tasks they’re neither qualified nor originally hired for, and that takes them away from the stuff they truly excel at!
Myth #16: Good translators will grasp your company’s message instantly
Unfortunately, this is one of the more common translation myths, and standing by this philosophy can leave clients and translators both feeling frustrated. Good translators will pick up on the nuances and finer details of your messaging or marketing strategy swiftly, but ‘swiftly’ doesn’t mean ‘instantly’.
Even top translators require a bit of time and collaboration in order to understand where you’re coming from, plan how best to approach your goals, and fine-tune your message.
Professional translators will be willing to invest the energy needed to ensure you’re both reading off the same hymn sheet as quickly as possible. If both client and translator are patient and happy to work back and forth, your translations will be much more successful.
Myth #17: Only the biggest translation companies can guarantee top-quality translations
Experience, industry knowledge, and linguistic skill are key when it comes to providing masterful translations. Established, larger companies are likely to hold some of these required qualities in their ranks, but smaller firms can also be rich with talent, tried-and-tested expertise, and a passion for language.
You may find smaller firms provide a more personalised translation service, and that may better suit a particular project or company. You might need specialised industry knowledge, or linguistic experts well-versed in a specific dialect, region, or audience. If that’s the case, why not consult a focused, flexible language service provider, and see if they have the talent and connections to transform your message properly?
Language is all about personal connections, long-term relationships, and working together to create messages that speak to people across borders. You don’t need to be a huge firm to understand that language is a human thing.
Myth #18: Higher price means higher quality
Fortunately, this isn’t necessarily the case! The last of our translation myths could well be the most important — at least for your bottom line.
You may find some firms demand greater fees due to hidden commissions, larger overheads, or because they’re banking on a recognisable name, without any of that equating to higher quality work. In this sense, don’t assume that price per word is a straightforward measure of the service you’ll receive.
Smaller companies may have lower prices because they have smaller offices or less admin staff. Some bigger companies just outsource the work to other companies, and put extra margin on the price to make their profit. There’s also a difference between freelancers and employees — freelancers only get paid for the work they do, instead of being on a consistent payroll, which can make things a lot cheaper.
That being said, if a quoted price seems ludicrously low, the translators in question may be doing little more than running your content through a translation tool and tweaking things at the end. Or, even worse, it could be an underpaid and underappreciated linguist who isn’t making what they deserve.
The most important thing to remember is that every price you see will have a different breakdown, whether it’s high or low, and whether the company is big or small. Translation is a talent earnt through years of experience and practice, and any translator deserves to be paid fairly for the work they do.
Here at ZippyLingo, we offer a competitive, transparent rate for work we take pride in and are passionate about. What’s more, we don’t believe in camouflaged fees or a complex ‘quote process’ that keeps prices hidden for as long as possible.
Chat with us today to find out more — given our wealth of experience, you might be pleasantly surprised at what we have to offer.
