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AAA Translation News Blog

Global Business Advice, Industry News and newsletters with sometimes special offers


 

The Art of Translation

Friday, April 13, 2018

"The difference between the right word and the almost right word is really a large matter — it’s the difference between lightning and a lightning bug”

Mark Twain

Don’t assume that all native speakers are able to translate and just being bilingual doesn’t cut it either.

Translating takes years of experience and detailed subject matter knowledge. Translators work into their native language. They need excellent writing skills in their target language, and excellent comprehension of the source language. They must possess in depth subject matter knowledge.

Back in the day, I was a technical translator for manufacturing companies and I used to walk onto the manufacturing floor to learn the ins and outs of the respective machinery and its functionality before I even started the translation process.

So how do we do it and what do translators have to watch out for?

Tone and style of a language is the most important part of the translation process. This requires a lot of experience and know-how. Tone of voice is also of high importance. Are you thinking of translating a fun video, an operating manual or a legal document?

Synonyms can be disastrous. Certain words mean different things in other languages, they should not be used interchangeably, you may offend someone!

Cultural aspects must be taken into consideration. In order to comprehend such, translators must know all the subtle differences and live in the country the text is being translated into. Idioms and phrases hardly ever translate into other languages.

An experienced German translator knows that “There is no fool like an old fool” translates to “Alter schützt vor Torheit nicht”.

Languages are different and word-for-word translations do not work. Each language has its own style of grammar, its own style of writing, some languages don’t follow the subject verb order in sentences. Different languages, different grammatical structures.

Proofreading is a must to eliminate mistakes like missing punctuation, incorrect spelling and context errors. Our proofreaders will make sure that this won’t happen and saving you money in having to fix costly mistakes afterwards.

Therefore, we prefer to work only with translators that have a degree in translation, at minimum of five years of experience, industry specific knowledge, and they must sign an NDA with us, so you can be rest assured your sensitive material is in good hands with us.

Need help or have questions? We are happy to share our years of global business experience and our advice is always complimentary.

Call us at +1 636 530 1010 with any questions you may have and we will provide you with 10% off your next translation project.

Have a great spring. Susanne Evens, Founder & CEO AAA Translation

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AAA Translation and Vidzu Media Announce Partnership

Tuesday, March 13, 2018

New Partnership Offers Video Translation Services

ST. LOUIS – Vidzu Media® and AAA Translation announce a strategic partnership between the two St. Louis-based companies. With this new partnership, AAA Translation and Vidzu Media will be able to offer video subtitles, voice-over translations and new audio, dubbing and transcripts to expand their clients’ reach around the world for small to enterprise-sized clients.

This strategic partnership between Vidzu Media and AAA Translation sets these two companies apart in today’s competitive global economy. The combined focus of the two companies and their unique, international video and motion content services will also provide businesses worldwide with a new realm of state-of-the-art communication tactics and tools.

Read more

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Olympic Translation Challenges

Wednesday, February 28, 2018

Ever thought about the language challenges at the Olympics?

I have to admit, I'm an Olympic fanatic and every two years it's a thrill to watch these talented athletes compete.

We have had the privilege to translate for the IOC before and since 2003, we have translated over 50 sports books from German into English for Meyer & Meyer Sport in Germany.

Read more at http://conta.cc/2EXBL1S

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If I Knew Then...

Sunday, February 11, 2018

Crain's St Louis asked about mistakes that have shaped my business philosophy.

Read more at http://stlouis.crains.com/if-i-knew-then/susanne-evens/aaa-translation

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IMMIGRANT ENTREPRENEUR AWARD HONORS LOCAL PROFESSIONAL

Wednesday, November 22, 2017

Chesterfield Magazine

Chesterfield resident Susanne Evens, founder and CEO of AAA Translation was selected as a 2017 Immigrant Entrepreneur award recipient at the St. Louis Mosaic Project’s annual award ceremony that celebrates St. Louis community leaders. She established her Chesterfield-based foreign language translation and global consulting firm in 1994, which now offers services in 150-plus languages.

read more @

http://www.chesterfieldlifestyle.com/2017/10/25/november-2017-around-town/

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Business Award

Friday, September 15, 2017

 

Susanne Evens, founder and CEO of AAA Translation, received an Immigrant Entrepreneur Award from the St. Louis Mosaic Project.

http://www.stltoday.com/business/local/business-bulletin-board/article_4323f732-9828-5d5e-931a-e3176ccecfd4.html

 

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AAA Translation Becomes Thirteenth Mosaic Ambassador Company

Wednesday, August 30, 2017

FOR IMMEDIATE RELEASE

August 30, 2017

Contact: Vin Ko Susanne Evens

Senior Program Manager Chief Executive Officer

St. Louis Mosaic Project AAA Translation Co.

vko@worldtradecenter-stl.com sevens@aaatranslation.com

AAA Translation Becomes Thirteenth Mosaic Ambassador Company

AAA Translation has been a long-time supporter of St. Louis Mosaic Project, but is most recently contributing by joining ranks of the Ambassador Companies. AAA Translation is based in St. Louis and operates globally under its founder and Chief Executive Officer, Susanne Evens.

Since 1994, the company has offered translations services. Today, the company has evolved to provide multi faceted global solutions and services including:

  • Translation (for websites, print, video, technology and more)
  • Localization
  • Technology integration solutions
  • Foreign language video production, including creation, subtitling, voiceovers and marketing
  • Interpretation for conferences, trade shows, meetings, healthcare settings, tours and more
  • On-demand telephone interpreting
  • Global consulting
  • Language and cross-cultural training for individuals or groups

AAA Translation employs full-time and part-times individuals in St. Louis as well as contracted translators located all over the world. Translation services are provided in 150 languages at any time of the day. Clients utilizing one or more of AAA Translation’s services range from a variety of industry and size, examples being: Energizer, Enterprise Rent-A-Car, Boeing, and Arch Grants. The company offers free consultations that can be requested here.

Susanne Evens founded AAA Translation directly following the move from her hometown, Aalen, Germany. Her entrepreneurial success and immigrant experience have inspired her to live a life of giving through cultural exchange. She has been a St. Louis Mosaic Ambassador since the organization’s inception as well as having served on the boards of the World Trade Center- St. Louis, the German American Heritage Society, and The Missouri Humanities Council and Trailnet. Evens’ work has been featured in National Public Radio (NPR), BusinessWeek.com, Bloomberg Business News and many St. Louis Publications.

Going further, Evens has been the president for over 10 years of the St. Louis – Stuttgart Sister Cities program, the oldest sister cities partnership in St. Louis, established in 1960. Throughout her presidency she has organized major events and fundraisers, maintains the exchange programs between three local high schools and three high schools in Stuttgart, and three local universities and the University of Stuttgart, Germany, and has facilitated official trade delegations between the Sister Cities.

AAA Translation will continue fostering diversity and inclusion at the workplace by spreading information about St. Louis Mosaic Project by distributing literature on the programs as appropriate, participating in Mosaic volunteer opportunities, and encouraging those involved with the company to become Mosaic Ambassadors.

About the St. Louis Mosaic Project

The St. Louis Mosaic Project was launched in 2012 in response to an economic impact report that showed St. Louis was lagging in immigrant growth and highlighted the potential economic benefits of increasing its foreign-born population. The Mosaic Project is a regional initiative that is professionally managed by St. Louis Economic Development Partnership, World Trade Center and a 27-member committee. Its goal is to transform St. Louis into the fastest growing major metropolitan area for immigration by 2020 and promote regional prosperity through immigration and innovation. Learn more at www.stlmosaicproject.org.

About AAA Translation Since 1994, AAA Translation has offered comprehensive yet simple solutions for multi-faceted global businesses anywhere in the world. The company’s objectives are to provide world-wide consultation services for the global marketplace, coupled with high quality, broad-based translation and interpretation services in 150+ languages. AAA Translation uses top-of-the-line language translation technology and interpreters, backed by state-of-the-art equipment in order to provide each and every client the personal, professional service they expect and deserve. At AAA Translation, “We’ll Take You Global.” Learn more at www.aaatranslation.com.

 

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10 languages for the Whitney Museum of American Art, New York

Tuesday, May 02, 2017

..... and the winner of the Starbucks gift card is: 

Congratulations to Todd Schinsky with DAP Products, Inc.

Last month's trivia question was:  What is Tsundoku?

The answer is:    THE ACQUIRING OF READING MATERIALS FOLLOWED BY LETTING THEM PILE UP AND SUBSEQUENTLY NEVER READING THEM

Just another day in the Life of AAA Translation:

"When The Whitney Shop decided to make a series of design-centered postcards featuring 10 different world languages, we needed a partner who would not only make sure the translations were accurate, but the nuance of the meaning was captured. This project was as much about the look and feel as it was about the words, so we needed guidance regarding not just language, but appropriate places to create line breaks and Carol and Susanne held our hands every step of the way."

Whitney Museum of American Art, New York

http://shop.whitney.org/gifts/world-language-postcard.html

Translation is not a word-for-word change from one language into another. 

Translating ads and marketing messages are complex activities usually requiring more than just translation, it requires quite some research and knowledge. Besides the fundamental ability to understand and translate text into another language, the main skill needed-yet always overlooked-is the ability to craft, write and produce short, engaging headlines, body copy, and taglines that effectively reach their audience. 

These are commonly known as "transcreations", recreating marketing messages in other languages for consumers in different regions and cultures so they look and feel tailor made for that specific country. 

Contact us for a free consultation on how we can help you with your global marketing messages.

 

Facebook Engineer on why Translation is still hard 

You know neural machine translation (NMT) is reaching the peak of inflated expectations on Gartner's Hype Cycle when engineers of giant tech companies proclaim on stage that the end game for the technology they are working on offers nothing short of making the world a better place.

On April 19-20, 2017, Necip Fazil Ayan, Engineering Manager at Facebook, gave a 20-minute update at the F8 Developer Conference about the current state of the art of machine translation at the social networking giant.

https://slator.com/technology/facebook-engineer-on-why-translation-is-still-hard/ 

Language is Big Business 

The language industry is big business, with the worldwide language services market growing at an annual rate of 5.52%. 

The Centre for Next Generation Localisation reports that localization is the 4th fastest-growing industry in the United States. And, Inc. Magazine lists the language industry as one of the top industries for starting a business.

The industry is diverse and technology-driven, with an increasing impact on both global and regional economies. 

Here are three key facts to consider: 
The size of the overall global language industry in 2016 is estimated at $40 Billion (USD), with estimates of up to $45 Billion by 2020.

The projected growth rate is 6.5-7.5% annually through 2018. 

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St. Louis Regional Chamber and Explore St. Louis foreign language video production

Friday, April 21, 2017

Do you know what Tsundoku means?

Email the correct answer to carol@aaatranslation.com and you could win a Starbucks gift card.

Each day, we handle many different language related projects and today we want to showcase a cool foreign language video project:

The St. Louis Regional Chamber and Explore St. Louis engaged us to create foreign language voice-overs of this video showcasing St. Louis:


How did we do it?
First, we took the English script and localized it into all the target languages. This was performed by expert in-country translators, making sure the words and phrases are common within that culture.

Because you really don't want this to happen when using Google Translate:
Not only did we translate/localize the script, we also calculated the exact time it will take to fit the new language into the allotted (English) time provided.

Language expansion/contraction - a natural occurrence
Each language has different structures. For example, Japanese could expand by up to 60% and German or Spanish can be longer than English, too. A literal translation of an English voice-over script can be too long to fit in the allotted time, and the script could sound like a horse racing commentary. We wanted to avoid that at any cost.

This is where our consultative approach helps - we can advise you on how to streamline the script. We have in-house editors who can help suggest changes to the script without changing the message, or we can also rewrite the video for each appropriate market.

Do you like my voice?
It's really important to choose a voice that is not only really nice sounding, but also fits the message. So think carefully about the type of voice you need. What language and what kind of accent? Do you want your artist to sound cheerful or formal? Always look for a voice that suits the genre of your video. For example, if you choose to make a video for an advertisement, the voice should sound lively and energetic, not boring or annoying.

For this project, we chose a lively and energetic voice.
By choosing the right voice, you'll engage your target market again and again.

The importance of the right Accent
The artist must speak both languages well, as a poor accent could ruin your credibility in a new market. The problem with the wrong accent is that the listener may be distracted by the speaker's accent, and not listen to the actual message.

We have lots of voice samples to choose from to make sure your video has the right kind of voice.

FYI - Susanne Evens, CEO of AAA Translation, has been a German voice-over artist for over 20 years.

It's all in the Details
At the final stage, you've selected an awesome sounding artist and ready to spread your message to the world.

Clear instructions before the recording session are essential. Any information on pronunciation, brand guidelines, tone and objectives are important. Re-running through these keeps things focused and on brand.

While most clients will not attend the studio sessions, really clear instructions to the studio engineer will ensure no need for re-recording.

Want to learn more or have a need for a foreign language video?
Call us for a free consultation: 636 530 1010

Keep in mind that forecasters are predicting digital marketing to rise to 69% by 2017, and continue up to 79% by 2018.

More fun videos

25 Hilarious Movie Subtitling Errors:

http://whatculture.com/film/25-hilarious-movie-subtitle-errors

We very much appreciate these new client testimonials:

"We love working with AAA Translation! They manage lightning fast turn-around on work while also being extremely careful and exact in providing accessible and accurate translations." STAPLES


"Thanks so much for the Japanese translations. We are very pleased." JURISTAT

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Podcast with Susanne Evens

Friday, December 02, 2016

Listen to Susanne Evens and MichMash podcast

Susanne Evens is the CEO of AAA Translation and a top 100 person to know in STL. We talk pretzels, alien languages, David Bowie and learn how to say "Tough Tootsies" in German.

 

https://soundcloud.com/mich-hancock-1/michmash-susanne-evens


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