The Hindu Business Line : In business, translation matters

Chennai March 9 A detour sign in Kyushu, Japan reads: `Stop! Drive sideways'. Another sign in a Bangkok temple says, `It is forbidden to enter a woman even a foreigner if dressed as a man'. Yet another one, in a Tokyo hotel suggests to guests to "take advantage of the Chambermaid."

There are many other such juicy quotes, unfortunately unprintable, but need more be said of perils of amateur translation?

These signposts may make for a hearty laugh, but it is no laughing matter if errors creep into translation of business or legal documents. The heavy stuff calls for professional translation. Mistranslation of business documents, catchwords, could lead to disastrous results. Here are some examples:

When General Motors introduced the Chevy Nova in South America, it was apparently unaware that "no va" means "it won't go."

In Mexico, Parker Pens advertised their new pens with the strapline, "It won't leak in your pocket and embarrass you", but their translated advertisement read "It won't leak in your pocket and make you pregnant".

Pepsi's slogan "Come alive with the Pepsi Generation" was translated into Taiwanese as "Pepsi will bring your ancestors back from the dead!"

Reebok developed a ladies running shoe called "Incubus" which is a name for a mythological creature, which eats women in their sleep.

A lot of translations get done by people who know more than one language, which leads sometimes to bellyaches such as "Please do not feed the animals. If you have any food, give it to the guard."

But professional translation is catching on. Companies such as SDL and Linebridge are providing translation services.

Applied Language Solutions is a company, which caters to the demand for translation of millions of documents — by trained professionals. Sarah Balmforth, Head of Corporate Projects of the company, estimates that the global market for translations at about $8 billion (Rs 36,000 crore).

Applied Language is relatively new — started about four years ago. Last year, its turnover was £3.7 million (Rs 25 crore). The company has a panel of 6,000 translators. "There are 30,000 more in the waiting list, waiting to be approved," Balmforth told newspersons here. Only one-fifth of the number may make it to the approved list.

Sensing business opportunities in India, the company has announced plans to set up office in Chennai.

The India office will have a team of translators, sales personnel and software professionals who will "help improve our systems".

Applied Language, Balmsforth said, registered some 90,000 unique hits on its Web site each day, of which about 250 turned into business opportunities. About 10 a day came from India.

The company charges between £110 and £180 (Rs 7,700 and Rs 12,500) per 1,000 words.

It's a lot of money, agrees Balmsforth, but defends the pricing saying that the company has to pay its professional translators well, so that the translation is error-proof.