Translations Not as Simple as ABC

The article “With Technology, Services Find Much Gained in Translations” [Sept. 10] provides a glimpse into the complex world of foreign-language communications.

Is technology really bringing us cheap, near-instantaneous translation “at the touch of a button”--or is translation inherently arcane and baffling to outsiders?

The truth lies in between. While the $50 translation to Japanese (with a turnaround of four hours, no less!) strains belief, it would have been interesting to hear from the Japanese counterparts who received the translation about what, if anything, they were able to make of the text.

Technology is an indispensable tool for translators--but it is not a magic bullet. Good translation takes time and does not come cheap. Companies looking to expand their overseas business should be aware that choosing the right translators and building a good working relationship with them is not something to be done overnight.

As in every other aspect of the export business, you need to find people with a track record of producing good work--people who can be trusted to take some of your company’s most sensitive information and turn it into carefully polished copy targeting your foreign audiences with maximum effect.

In many cases, even a small business will be best served by working directly with professional translators instead of succumbing to the temptation to let someone else take care of the hassle.

The reason is simple: As the translator gets to know your company, your products and the markets you sell to, the quality of your foreign-language material improves. Communicate better with your overseas customers and you will see your sales go up.

EUGENE SEIDEL

Working Words

Frankfurt, Germany