The Machine Translation Debate

Although computer scientists have toiled for decades to produce machine translation comparable to that rendered by humans, they have yet to succeed. In critical moments when human translation or interpretation is simply not an option due to logistical constraints (e.g. rescue efforts during the recent earthquake in Haiti), machine translation can be a literal lifesaver; however, in cases where style, originality, or real-world context count for something, call upon a human translator to deliver the best results.

Previously, computer scientists attempted to “teach” the computer the linguistic rules of two languages in the hopes that the computer would piece together something intelligible in the target language. These days, the newest machine translation technology available through Google Translate takes a different approach. Using powerful search techniques and Google’s vast library of books, Google Translate turns in a reasonable performance based on matches found among thousands of documents produced for organizations such as the United Nations and the European Union by human translators.

While machine translation does serve a purpose now and again, the current technology’s formulaic approach depends upon the works that skilled human translators have already created. In the case of truly original works with zero precedent to be found online, computers fail to render the nuanced translations created by humans every time.

Read more about the machine translation debate in this article by The New York Times.

Read our articles:
Google Translate and the Struggle for Accurate Machine Translations
Google Strikes Deal to Translate European Patents
Machine Translation vs. Human Translation: Pay Less, Get Less
When Never to Use Google Translate

Accent Reduction Techniques

Though many learn to express themselves quite masterfully in a foreign language, most speakers of a language other than their mother tongue can still be easily identified by their accent. Most of the time, an accent poses no problems in terms of intelligibility; indeed, many people find foreign accents charming. However, if your accent interferes with native speakers’ ability to understand you, or you’re simply looking to blend more with the locals, here are some tips for reducing your accent. Remember: it’s very difficult to completely eliminate an accent. Instead, your goal should be to neutralize your accent.

» Don’t speak too quickly. Native speakers will have a difficult time understanding you until you learn the correct intonation and rhythm of the language. Speak slowly so that you can enunciate each word.

» Observe and imitate the facial movements of native speakers. When watching television or conversing with native speakers, take note of the facial movements of the person speaking in order to more accurately reproduce the sounds of the language.

» Record your own voice and listen for errors in pronunciation. Become more aware of the mistakes you’re making by listening to a recording of your voice.

» Read aloud every day for 15 to 20 minutes. This exercise will help strengthen the facial muscles you use when speaking a language other than your native tongue.

» Become accustomed to the prosody or “music” of the language. Each language has its own rhythm, intonation/tone, and pausing. Familiarize yourself with these patterns in order to speak more naturally.

» Listen to audiobooks and follow along using a printed version of the text. You can also make a recording of yourself as you read portions of the book aloud, and then compare your speech to that of the audiobook’s narrator.

» Keep your dictionary handy. Familiarize yourself with your dictionary’s phonetic symbols, and look up the correct pronunciation of words that pose difficulty.

» Create a list of words that are difficult for you to say, and ask a native speaker to pronounce them for you. Make a recording of these words, listen, and practice saying them.

» Consider working with a speech-language pathologist or a dialect coach for professional evaluation and feedback.

Studies Reveal Inadequacies in Marketing to the Latino Demographic

Although the Latino market in the United States continues to grow exponentially, many marketers have yet to effectively learn how to tap into this key demographic. With Hispanic spending power approaching the $1 trillion mark, it’s hard to believe that retailers aren’t working more aggressively to capture the attention of this influential segment; however, the truth is that many businesses have yet to wake up to the importance of marketing to the Latino community.

A recent survey of marketers conducted by Orcí – a leading Hispanic advertising and marketing firm – revealed that only 50% of marketers direct their advertising specifically at the Latino segment. While “the majority of respondents believe Hispanics will have a significant impact on a variety of aspects of American culture” [1] including food, fashion and beauty, and technology, the vast majority of marketers don’t plan to specifically target the Latino demographic in the upcoming year.

According to the Orcí survey, nearly 40% of marketers question the return on investment that a Latino marketing campaign would bring, while approximately 30% feel that their company’s current marketing strategy is effective for the Latino segment.

In addition to the lack of attention paid to Hispanics in the traditional realms of advertising such as TV, radio and print, marketers have also neglected to reach out to this segment through trends such as social media (e.g. Twitter, Facebook, and MySpace).

In a separate study conducted by AOL, findings revealed that most companies that have attempted to reach out to their Hispanic customers online are going about it in the wrong way. Spanish sites are often poorly translated, resulting in a mere shadow of the English version of the company’s online presence. Even when retailers do get it right and hire a translator to create a top-notch, professional translation, the message frequently fails to connect with readers because it hasn’t been specifically tailored to Hispanics.

“Hispanics are tech savvy, young trend setters with incredible spending power,” Orcí said. “Companies that recognize the potential of the market by effectively engaging them will see a return on their investment.” [2]

[1] Orcí 2010 Hispanic Marketing Trends Survey
[2] BizReport, Hispanic-specific marketing found lacking

Borges as Translator

As one of Argentina’s most famed writers, Jorge Luis Borges produced numerous original works of fiction, poetry, and essays; however, a lesser-known fact is that Borges also made significant contributions to literature through his work as a translator.

Borges’ paternal grandmother was English, and he grew up in Buenos Aires speaking both Spanish and English at home. “Borges would later comment that the household was so bilingual that he was not even aware that English and Spanish were separate languages until later in his childhood.” [1] Borges also spent a portion of his formative years in Geneva, Switzerland, where he studied both French and German.

Borges demonstrated a talent for translation at a very young age. At just nine years old, his very first translation into Spanish – Oscar Wilde’s short story “The Happy Prince” – was published in a local newspaper. As a young adult, he began to write and translate poetry while living with his family in Spain, focusing on translation from English, French, and German into Spanish. Borges went on to translate and subtly transform the works of literary greats such as Edgar Allan Poe, Franz Kafka, Hermann Hesse, Rudyard Kipling, Herman Melville, Walt Whitman, and G. K. Chesterton, and he was the first to translate the writings of Virginia Woolf and William Faulkner into the Spanish language.

Borges developed his own theories of translation through three key essays: “Las dos maneras de traducir” (1926), “Las versiones homéricas”(1932), and “Los traductores de Las mil y una noches” (1935). In these essays, Borges “challenges the idea that original texts are superior to translations and rejects the concept of a ‘definitive text.’” [2] Borges also puts forth the view that alternate and possibly contradictory translations of the same work can be equally compelling.

Borges’ reflection on translation nourished his creativity, and translation formed an integral part of the author’s literary process. “The intertwined functions of writing and translation for Borges ‘became nearly interchangeable practices of creation.’” [3] In fact, “not only did he argue that a text could be enhanced by a translation, he went further. For Borges…a translation could be more faithful to a work of literature than an original text.” [4]

Sources:
[1] Swarthmore University, The Garden of Jorge Luis Borges
[2] Periódicos Universidade Federal de Santa Catarina
[3] Perilous Peripheries: The Place of Translation in Jorge Luis Borges
[4] The Chronicle of Higher Education, Invisible Work: Borges and Translation