The following content is translated from Chinese source by machine translation without post-editing.
Participating in trade shows is an excellent opportunity for companies to showcase their new technologies, new products and brand power. The quality of all text and audio and video materials used by companies at the show is directly related to corporate image, especially international exhibitions, companies. In addition to Chinese at least preparing English promotional materials, the exhibition has become one of the most lively language applications: from the product brochures, brochures on the booth reception desk, the written text display of the company and product introduction on the display board, to the exhibition The verbal communication between the audience and the exhibitors plays a vital role in the quality of the language.
Recently, Talkingchina Translation Shenzhen Branch successively participated in two more influential international exhibitions in Shenzhen: the 34th China International Furniture Fair and the 20th Shenzhen International Machinery Exhibition. As a translation service provider who has been committed to providing language solutions to customers for a long time, through the perspective of exhibitors, Talkingchina Translation also feels the thinking of the users of translation services. So how do they think about translation and how do they view the quality of the language presented at the show?
——The first type of exhibitors: the pursuit of rigor and precision, translation for the exhibition rendering service
In 2019, the special project of Shenzhen International Furniture Exhibition Design Center - the guidebook for the "Evolution of Design" exhibition area and the translation of the works to display the video copy were provided by Talkingchina Translation Company. At the beginning, the client's client, who was a good designer, emphasized the need to use good translations and use the precise words to accurately express and present the works of foreign exhibitors and artists. In order to achieve this effect, in the process of translation, the client actively suggested that “designer brand and other proper terms and technical terms should be added and confirmed together.” Talkingchina Translation also proposed to add a final to the final draft of the customer’s own typesetting. Check, avoiding the text that may appear when typesetting.
Because this type of customer attaches great importance to translation and language quality, the translation service provider can very smoothly guide them to provide materials and assistance as a translation user, and work together to produce a high-quality target language case. These efforts will be revealed in the details of the exhibition site, bringing a good experience to visitors and establishing a positive brand image.
Not only for translation, "precise expression" is also a requirement for Chinese copywriting. At this International Machinery Exhibition, we also saw a lot of Chinese or bilingual slogans and slogans. Exhibitors' interpretation of their product advantages and market positioning is clear and impressive. This has nothing to do with the size of their booth, but it reflects the company's style of doing things, especially the market department's emphasis on the language quality of the copy.
- The second type of customer: want to pursue the "internationalization" effect, but ignore the effect of the text
Also at the furniture fair, an exhibitor company with a booth area of nearly 300 squares has a "On Photos" sign on many exhibits. Obviously, a "No" word is occupied by "On". When a staff member volunteered to introduce the exhibits to me, I carefully pointed out the mistake and suggested that they "forbidden to take pictures" can achieve results by only one "illustration". From the perspective of technical writing, “pictures” are also a form of language expression that is more concise.
At the international exhibition, there are also many exhibiting companies from the manual to the display board, which do not use English. This will greatly reduce the communication effect and brand image. For foreign visitors, this area is a blind spot. The cost of participation is generally not low. Compared with this, the cost of translation is not a large number, and it is a pity that it is small.
There are also some companies whose presentations are in English, but when you look closely, you are completely grammatically unintelligible. When we try to communicate with the staff at the booth reception, the other party is embarrassed to say "Now" Not all are pursuing internationalization, we have to be internationalized..."
Internationalization is not to say that having English is international, and the effect of English that is completely incomprehensible may be counterproductive. Compared with the first-class customers, this type of customer is not a budget, it is a consciousness, and it is a degree of emphasis on language quality in corporate communication.
------- The third type of customer: find balance in the effect and translation costs, using "artificial intelligence"
At the show, you will find that customers use the MTPE mode for translation. Aditi, head of marketing for an Indian company that is exhibiting for the first time in China, to a middle-aged male salesperson in a Dongguan company that represents a foreign brand, they all have similar ideas and practices:
"I don't know Chinese, so I used google to translate this greeting. I know that Chinese expression may not be very good, but I think you probably understand what it means"
"I am doing domestic sales, English level four, so this company introduction is the result of a little modification after I translated with baidu. If you see a little grammatical problem, it is right. I don't think English is so perfect. It does not affect the audience's understanding of the meaning."
The quality of "good" and "bad", more can be seen from the application of the text, from the perspective of the user of the translation service, it does not have an absolute standard of one-size-fits-all. In the face of budgetary, time-critical, and low-demand projects, if it was two or three years ago, Talkingchina Translation will actively communicate with “educational customers” and hope that they will re-adjust their budget to provide better pure human translation. Service to achieve precise and smooth text. In the same situation, now, we are more screening customers for the application scenarios and purposes of this translation. In some appropriate cases, Tang can translate directly to customers: then try machine translation + manual proofreading (MTPE mode) Let's go.
For example, in the application scenario of the exhibition, Talkingchina's view is that if it is a very formal company introduction, it is better to use a high-quality language to enhance the communication effect and create a brand image, like the first-class customers; Informal applications such as language, may wish to use point machine translation, not to hurt the "small mistakes" of Da Ya may actually produce some humorous and relaxed, even a communication, because of cross-language cross-culture, but we recommend this In this case, the audience can be clearly informed that this is the result of machine translation, so as to avoid unnecessary misunderstanding.
Talkingchina Translation, as a language service provider that serves customers in eight industries, we provide “customized service”. From the perspective of customers, we use “empathy” to listen and find and discover the completely different needs of different customers. Find a language solution that meets the time, cost, and quality requirements.
Just as the “Evolution of Design” exhibition ended, the client said, “This time I have found a reliable partner. I don’t have to try to find a translator in the world as before.” We would like to say: “Customer Service” The concept of “Supreme” and the principle of “providing effective translation services” are implemented on every serious and reliable customer. It is the belief and action of Talkingchina translators. Exhibition translation is a window to display corporate image. It is one of the daily application scenarios of Talkingchina translation service. We hope to continuously research and summarize the best practices and solutions for serving customers in this scenario, and provide you with better service. .
