We’re in an era where the Googles and Facebooks of the world have become exceedingly good at translating posts, articles and entire websites into multiple languages in the time it takes to click the option to do so. But while those translations can help you basically get by, there’s a few things computer translation can’t handle. One of the best examples of its limitations is the idiom.
Idioms are popular expressions that don’t quite make literal sense, but have a language and/or culture specific meaning and purpose. Some English examples include: “break a leg”, “under the weather” and “calling it a day”. Literal translations of those would make no sense.
There are also, of course, expressions that do make sense with a little bit of intuiting: “hitting two birds with one stone” and “biting off more than you can chew” are two examples of idioms that can be translated literally word for word while retaining their intended meaning.
In each of those cases, translating idioms requires a little bit of know-how and creativity. This is where the human mind and its knowledge of the intricacies of context and connection of region, country, subject and tone comes exceedingly handy:
In all cases, a translator needs to know if there’s an equivalent to an idiom in the language he/she is translating to. If one exists but the translator is unaware and chooses to use his/her own words, this isn’t an ideal translation. For example, “hitting two birds with one stone” coincidentally exists in several languages, but may use different subjects than birds and stones. A literal translation of the still easy to intuit idiom will sound odd and inauthentic to a native speaker. This is one example of what makes the difference between a robotic translation and a proper culturally aware one.
And in cases where no idiom equivalent exists, a translator needs to get those creative juices flowing. What matters in an idiom is the meaning it is trying to convey. Idioms like “under the weather” are simple to deal with. Simply replacing it with a translation of “feeling sick/unwell” does the trick. Idioms like “playing devil’s advocate”, short as they are, have an added layer of nuance to them. Finding a way to quickly and efficiently convey that idiom in a non-confusing manner isn’t easy, and there are many possible routes to take with it, with varying degrees of success and quality. Translating “playing devil’s advocate” to a person is “taking an opposing side to assess the quality of an argument or position” is clunky and overlong, but saying someone is “debating from the opposing view” is cleaner and quicker. This methodology is key to a proper translation of idioms and any text as a whole, and one that especially remains integral in many of its fields, from technical to prose to hard news.
Do Blogs for Businesses Still Work?
When the blogosphere first exploded, everyone from your grandmother to the bratty kids living next door dabbled in getting their own WordPress or Blogspot account. The appeal of a blog is obvious: your thoughts and ideas out there, accessible to the entirety of the internet. Sounds ideal, but the reality is quite different.
Often, blogs become forgotten wastelands of content, rarely visited and consequently, frequently neglected by its creators. The vast majority of blogs transform into lonely echo chambers, which might be fine if you’re an aspiring writer just putting up that poetry you never thought you could publish. But if you’re a business owner sending out a message that isn’t being read, this represents a wasteful investment of time and resources that could be used elsewhere.
That is, if you’re not doing it right. Here are a few tips to help your business’s blog:
1. Know your target audience
Every business has a product or service it’s providing, and if it’s doing its job right, it also knows the client base and target market it wants to reach. The inspiration for your content will always come from within, but the best approach to formulating and moulding your ideas is to also try and think of what your client is looking for and what your target market might find useful or informative.
2. Diversify, diversify, diversify
In this day and age with so much grabbing our attention with social media, you can’t put all your eggs in one basket. Having a well-written, eye-catching blog is fine, but it can’t be the only thing you’re doing. If your business’s image and product translates well into pictures, a regularly updated Instagram account is a must. Even Snapchat is worth considering. Facebook and Twitter presences are becoming more and more essential. The best approach is to have each of your content streams linking and funnelling into each other, giving your audience a variety of channels that keeps them focused on your business.
3. Use your connections
Closely tied to the above tip, you have to use the tools of social media and your own network of friends and professionals to spread the word (literally). What’s the point of spending hours of work every week on creating this content if you’re not telling people (and specifically, clients) about it, sharing it across several platforms and actively promoting it?
4. Consistency is key
It’s one thing to write a blog post, it’s another to regularly make sure to do so. Finding the time can be difficult, especially if you don’t have a steady, predictable flow of business you can schedule around. But if you’ve made the decision that a blog will help generate more interest in your business, you might as well take the time to do it right, and do it often. Whatever your schedule ends up being, daily, weekly, bi-weekly or monthly, make sure you stick to it. Your audience will come to expect new content on that basis, and things like this tend to snowball and grow over time.