32077Re: [Czechlist] Please recommend a rotten website
- Oct 13, 2006On Oct 13, 2006, at 8:33 PM, Helga Listen wrote:
> Within this whole discussion I am missing two points:You get locals of the target language to do it for you. The CR is
> a) how can one localize, when not being a "local" of the target
> AND how can clients, who may not even realize that there is a need to
> localize, ask for a localized version of their text (and how can
> they make
> sure, that what they get, is localized, when they do not speak the
crawling with them. You don't even have to be that experienced, for
example to see immediately that Czech spas' descriptions of their
treatments sound Frankenstein-ish to the general anglophone populace,
or to give suggestions as to what should replace them. As I
mentioned, an inexperienced girl identified the problem immediately
last night, so any kid bumming around the CR who speaks a little
Czech could put his finger on it.
> b) (probably) not only Czechs first need proof of the fact, that itHowever, they are already paying big money to create repulsive,
> is worth
> the investment (to pay "the horrendous amount" someone skilled and/or
> trained in the use of languages AND a local of the target language,
> maybe even "target area" with specialist knowledge in the specific
> field of
> the clients business).
unintelligible sites that make English-speaking visitors want to stay
away. It's ultimately cheaper to pay a reasonably intelligent
English-speaking resident of the CR local wages as a consultant than
it is to pay Czechs to create a page that drives away the customers
it's supposed to attract.
> Let us face it, none of us would pay for something, we are notThere's plenty of proof of that. Just do a web search on
> that we are receiving an "added value" from. And now tell me, how
> you want
> to proof that a localized and properly written text wins more
> business (or
> is more efficient) than the "ordinary" one.
localization, and you'll find plenty of examples. You can even put
the advertisement into the hands of some English-speaking tourists
and watch them through a one-way mirror (just kidding) or going over
it at their breakfast table. I've seen this actually happen a few
times: Educated English speakers of the target demographic were
guffawing over some badly translated promotional materials, and when
the Czech client who actually commissioned them came, they told him
politely that there are some very embarrassing problems with the
materials. Instead of asking to have them pointed out, the Czech's
usual reaction is to get defensive and say, "A Canadian went over the
whole thing and said it was okay!" which in those cases is obviously
a lie. Whether the Czech client is lying or whether some real
Canadian diplomatically lied to him is hard to determine. But you
would think that if a business owner walks in on native English
speakers practically falling off their chairs laughing at his
promotional materials, he'd see it as a free opportunity to improve
> (see Jamie's example with theThat wasn't really the case. The sign was not made yet, and the
> bank / the client is rather reluctant to trusting recommendations,
> he does not see the "added value").
translation was going to cost the client nothing. He wasn't worried
about added value, but about the fact that the normal English way to
word a sign clashed with his Czech linguistic sensibilities.
> You also should not forget, that many clients do "kind of speak"If this results in materials that drive customers away or make the
> the target
> language and they will simply protest, if they read a different
> wording in
> the translation. Quite often I hear "why did you not say bla bla
> bla in your
> translation, I wanted it exactly the way I wrote it, this does not
> right, you left a sentence here, you broke this sentence into
> three, please,
> stick exactly to the original, this is my business and I know how
> to sell my
> goods/services, you cannot say "agreement" when I called it
> "contract", and
> so on and so on.....
business owner look stupid, this sort of client deserves what he gets.
> Of course, there are a few clients out there who know that, but theYou never have, or you have?
> crowd will learn this only after a very long time, or never (and
> this is not
> only true for the CR - I've never come across this attitude also in
> industrialized countries).
The results of this kind of attitude can be seen on some of the
English-language pages of the Henkel company, although it's gotten
better over the past couple of years. Their biggest problem is that
they translated their slogan word for word from German to English,
and some people laugh at it.
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