Writing for Translation
According to the 2021 U.S. Census, more than 1 in 5 people in the U.S. speak a language other than English at home. There are 350 languages spoken in the U.S. This is a testament to the United States' rich cultural history and a reminder that your audience may not be reading your content in English. And even if you aren’t translating your content, there’s a good chance your audience is using a browser or phone translator.
There are a few tricky things about translation, but the biggest one is connotation vs. denotation:
Denotation: The literal meaning of the word. The dictionary definition.
Connotation: The more abstract idea or feeling a word brings to mind.
For example, the words journey, expedition, adventure, voyage, trek, trip, and excursion all have very similar denotations but very different connotations. You may be advertising an adventure, but it’s being translated as a trek. The meaning is there, but your reader has a different image of what they are signing up for.
What does writing with translation in mind look like?
When you’re writing with translation in mind, your message must be clear, your language consistent, and your word choice accessible. These are all excellent practices for writing for all audiences, so your English speakers will also benefit.
Use the active voice. This is best practice for writing in general, but the active voice will make translation much easier.
Maintain consistent terminology. Product names, services, and technical terms should be consistent so that audiences can follow them even when translated.
Leave room to grow. Some languages are longer than English once translated, so leave a little room.
But there are also specific things to keep in mind about denotation and connotation:
Idioms. Ever watched a foreign film with subtitles, and some sentences just don’t make sense? That’s because idioms are cultural. Quitting “cold turkey” might mean something to English speakers, but without the cultural context, it just calls to mind a cold bird. Take the German phrase “Die katze im sack kaufen.” Translated, it means “To buy a cat in a sack.” It’s similar to the English phrase “let the cat out of the bag,” but it means something totally different–more like “buyer beware.” In short, idioms across languages can get messy.
Slang. Slang is highly cultural, and can even change in one language across regions. The New York Times Dialect Quiz covers this phenomenon for U.S. English speakers (it got my home down to the county!). Do you wear tennis shoes or sneakers? Is your lunch a hoagie, sub, or grinder? Did you get your bike at a tag sale, garage sale, or yard sale? These are all regional words across the U.S. Slang can be so integrated into our lives that it’s hard to avoid in casual writing. Fortunately, professional translators are skilled at selecting suitable regional replacements.
Puns. A clever pun makes great copy, but it relies on words that sound alike or have multiple meanings. “What does a fish do? Nothing” wouldn’t get laughs. But in Spanish (“¿Qué hace un pez? Nada.”), the word “nada” can mean “nothing” or “swim.” The joke relies on a word with double meanings. Find a good translator if you’re intent on using puns for multilingual audiences.
Stressed out? Call a professional!
Translation is its own special skill, and there are many professional translators out there who can make your message sing. Third-party translators ensure clarity and prevent translation mishaps. Some advice for a successful partnership:
Give them context on who your audience is and what you want them to do. This will help translate both your connotation and your denotation.
Invite them to ask questions. Particularly with technical or industry-specific writing, they may need more context or clarity about your intent.
If you have a word or character limit, let them know.
Whether it’s using a plugin extension on your website or hiring a service, every translation opens you up to a bigger audience. LMD’s content team is experienced at cross-cultural messaging. We’ll ensure the right message reaches your audience in the right place, at the right time.
