Category: Learning Zone

DQF: What is it? and How it works?

DQF: What is it? and How it works?

What does DQF stand for?

DQF stands for the Dynamic Quality Framework. Quality is considered Dynamic as translation quality requirements change depending on the content type, the purpose of the content and its audience.

Why is DQF the industry benchmark?

DQF has been co-created since January 2011 by over fifty companies and organizations. Contributors include translation buyers, translation service providers, and translation technology suppliers. Practitioners continue to define requirements and best practices as they evolve through regular meetings and events.

How does DQF work?

DQF provides a commonly agreed approach to select the most appropriate translation quality evaluation model(s) and metrics depending on specific quality requirements. The underlying process, technology and resources affect the choice of quality evaluation model. DQF Content Profiling, Guidelines and Knowledge base are used when creating or refining a quality assurance program. DQF provides shared language, guidance on process and standardized metrics to help users execute quality programs more consistently and effectively. Improving efficiency within organizations and through supply chains. The result is increased customer satisfaction and a more credible quality assurance function in the translation industry.

The Content Profiling feature is used to help select the most appropriate quality evaluation model for specific requirements. This leads to the Knowledge base where you find best practices, metrics, step-by-step guides, reference templates, and use cases. The Guidelines are publicly available summaries for parts of the Knowledge base as well as related topics.

What is included in DQF?

1. Content Profiling and Knowledge base

The DQF Content Profiling Wizard is used to help select the most appropriate quality evaluation model for specific requirements. In the Knowledge Base you find supporting best practices, metrics, step-by-step guides, reference templates, use cases and more.

2. Tools

A set of tools that allows users to do different types of evaluations: adequacy, fluency, error review, productivity measurement, MT ranking and comparison. The DQF tools can be used in the cloud, offline or indirectly through the DQF API.

3. Quality Dashboard

The Quality Dashboard is available as an industry-shared platform. In the dashboard, evaluation and productivity data is visualized in a flexible reporting environment. Users can create customized reports or filter data to be reflected in the charts. Both internal and external benchmarking is supported, offering the possibility to monitor one’s own development and to compare results to industry highs, lows and averages.

4. API

The DQF API allows users to assess productivity, efficiency and quality on the fly while in the translation production mode. Developers and integrators are invited to use the API and connect with DQF from within their TMS or CAT tool environments.

References: Taus

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Localizing Slogans: When Language Translation Gets Tricky

Localizing Slogans: When Language Translation Gets Tricky

A slogan. It seems pretty straightforward. Translating a few words, or even a sentence, shouldn’t be all that complicated, right?
And yet we’ve seen countless examples of when localizing slogans has gone awry—from big global brands—illustrating just how tricky translating slogans can be.
Anybody recall Pepsi’s “Come alive with the Pepsi generation” tagline being translated into “Pepsi brings your ancestors back from the grave” in Chinese?
While humorous, this language translation misfortune can be costly—and not just in a monetary sense. We’re talking time-to-market and brand reputation costs, too.

Why slogans pose language translation difficulties

The very nature of slogans makes them challenging to translate. Many times slogans are very creative, playing on cultural idioms and puns.
There often isn’t a direct translation that can take on the exact meaning of your slogan. And, in fact, linguists may experience translation difficulties in attempting to complete the translation word for word.
Local nuances come into play as well. Some words may have entirely different meanings than your source language and can be misinterpreted. Just think of product names that are often used in slogans. The Chevy Nova name was criticized in Latin America because “Nova” directly translates into “doesn’t go.”
Also, different cultures have unique emotional reactions to given words. Take McDonald’s and its famous slogan “I’m lovin’ it.” The fast food mogul localized this slogan to “Me encanta” or “I really like it,” so the mantra was more culturally appropriate for Spanish-speaking countries, where love is a strong word and only used in certain situations.
Because of the language translation difficulties involved, you may need a more specialized form of translation to ensure that your slogan makes a positive impact in your international markets.

How to approach localizing slogans

First and foremost, communication is vital throughout the entire localization process. When approaching slogans, we’ll collaborate with your marketing experts—whether internal or outside creative agencies—as well as your in-country linguists with marketing expertise.

Having in-country linguists’ work on your slogan is absolutely critical. These language translation experts are fully immersed in the target culture. They are cognizant of cultural nuances, slang and idioms, which ensures that your slogan will make sense—and go over well—in your target locales.

We’ll review the concepts in the tagline or slogan as a team and identify any challenging words or phrases and assess how to approach it. Oftentimes, a direct translation won’t work. We may need to localize it in a way that’s more appropriate, such as the McDonald’s “Me encanta” example above.

If it poses much difficulty, then we may need to turn to transcreation services.

Transcreation process and your slogan

The transcreation process is a specialized version of language translation that’s a highly involved and creative process.

Copywriter linguists will identify your brand qualities and portray those in a way that perfectly resonates with your target audience. Think of it as a mix of “translation” and “creation.” It’s not a word-for-word translation, but rather re-creating an idea or message so it fosters an emotional connection in a different culture.

Looking at a quick example, Nike’s celebrated slogan “Just do it” had no meaningful translation in Chinese. So instead, the message was transcreated to mean “Use sports” or “Have sport,” which had a more prominent impact in that culture.

Localizing slogans, or more specifically, your slogan, correctly can mean a stronger global brand reputation—driving revenue and increased market share worldwide. Taking a hasty, nonchalant approach can mean just the opposite. And you may find yourself having to spend time and resources rectifying what comes with a language translation error.

 Reference: https://bit.ly/2GSx36x
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Edit Distance in Translation Industry

Edit Distance in Translation Industry

In computational linguistics, edit distance or Levenshtein distance, is a way of quantifying how dissimilar two strings (e.g., words) are to one another by counting the minimum number of operations required to transform one string into the other.  The edit distance between (a, b) is the minimum-weight series of edit operations that transforms a into b. One of the simplest sets of edit operations is that defined by Levenshtein in 1966 which are:

1- Insertion.

2- Deletion

3- Substitution.

In Levenshtein’s original definition, each of these operations has unit cost (except that substitution of a character by itself has zero cost), so the Levenshtein distance is equal to the minimum number of operations required to transform a to b.

For example, the Levenshtein distance between “kitten” and “sitting” is 3. A minimal edit script that transforms the former into the latter is:

  • kitten – sitten (substitution of “s” for “k”).
  • sitten –  sittin (substitution of “i” for “e”).
  • sittin –  sitting (insertion of “g” at the end).

What are the application of edit distance in translation industry?

1- Spell Checkers

Edit distance is applied where automatic spelling correction can determine candidate corrections for a misspelled word by selecting words from a dictionary that have a low distance to the word in question.

2- Machine Translation Evaluation and Post Editing

Edit distance can be used to compare a postedited file to the machine translated output that was the starting point for the postediting. When you calculate the edit distance, you are calculating the “effort” that the posteditor made to improve the quality of the machine translation to a certain level. Starting from the source content and same MT output, if you perform a light postediting and a full postediting, the edit distance for each task will be different, and the human quality level is expected to have a higher edit distance, because more changes are needed. This means that you are measuring light and full postediting using the edit distance.

Therefore, the edit distance is a kind of “word count” measure of the effort, similar in a way to the word count used to quantify the work of translators throughout the localization industry. It also helps in evaluating the quality of MT engine by comparing the raw MT to the post edited version by a human translator.

3- Fuzzy Match

In translation memories, edit distance is the technique of finding strings that match a pattern approximately (rather than exactly). Translation memories provide suggestions to translators, and fuzzy matches are used to measure the effort made to improve those suggestions.

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LookAhead Feature – Towards Faster Translation Results

LookAhead Feature – Towards Faster Translation Results

 

 

To facilitate your work on SDL Trados Studio 2017 SR1, SDL powered it with LookAhead feature. LookAhead is an in-memory lookup and retrieval mechanism which ensures that your translation search results are displayed fast when you activate a segment for translation. LookAhead technology radically improves the retrieval speed of TM search results, especially for long or complex source text. Once your source text is loaded in SDL Trados Studio , the application starts matching source text strings against the available translation resources (TMs, termbases or machine translation) in the background for the next two segments after the current one. As a result, you are instantly provided with translation hits for each segment that has matching translation results.

How to enable LookAhead?

  1. Go to File, and select Options.
  2. In the Options dialog, in the navigation tree, expand Editor.
  3. Select Automation.
  4. Under Translation Memory, select the Enable LookAhead checkbox.

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Adaptive MT – Trados 2017 New Feature

Adaptive MT – Trados 2017 New Feature


SDL Trados Studio 2017 includes new generation of machine translation.

How does it work?

It allows users to adapt SDL Language Cloud machine translation with their own preferred style. There is a free plan and it offers these features:

  • 400,000 machine translated characters per month.
  • only access to the baseline engines, so this means no industry or vertically trained engines.
  • 5 termbases, or dictionaries, which can be used to “force” the engine to use the translation you want for certain words/phrases.
  • 1 Adaptive engine.
  • Translator… this is basically a similar feature to FreeTranslation.com except it’s personalized with your Engine(s) and your termbases.

How does it help?

  • Faster translation with smarter MT suggestions.
  • Easy to use and get started.
  • Completely secure – no data is collected or shared.
  • Unique MT output, personal to you.
  • Access directly within Studio 2017.
  • No translation memory needed to train the MT.
  • Automatic, real time learning – no pre-training required.

What are the available language pairs?

Uptill now, Adaptive MT is available in these language pairs:

English <-> French
English <-> German
English <-> Italian
English <-> Spanish
English <-> Dutch
English <-> Portuguese
English <-> Japanese
English <-> Chinese

For reference: https://www.sdltrados.com/products/trados-studio/adaptivemt/

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