Translating written text into the English or Russian language is a special kind of genre. The process of human translation is much more subtle than the algorithm used by any machine translation software. Programs like Google Translate provide direct translation of words by pulling suitable “cliché” phrases out from a database. An experienced human translator interprets the meaning of the words, considering the background context and metaphors. Moreover, a human translator can creatively rewrite some parts of the translated text to adapt it to the local culture. Unfortunately, machine translation software is not able to “feel” the context or the metaphorical meaning behind the message. And so it cannot creatively modify or rewrite the text.
Most of us feel that translation is an easy thing. Simply open a document and translate using a dictionary. In reality, language translation is more subtle than that, looking more like a “mini” research. Before you start with translation, you need to become familiar with the subject of translation to interpret correctly and accurately. For example, my process of translating a text for software companies starts with downloading and testing the program itself; studying the content of the website, and all similar programs from competitors. This helps me to master the terminology used in describing the software. Then I begin with translation into the English or Russian language, using the information I found during my “mini” research as a foundation for correct translation.
Over six years of working as a translator, I’ve often been required to use my translation skills, as well as be creative in rewriting the text for the local culture. For example, I had to do so when I received the order from the Norwegian tech PR-agency, Say.
Say was working on the global advertising campaign for ABB, the manufacturer of electrotechnical solutions, including podded electric propulsion units known as Azipod. As part of that project, they wanted to localize an advertisement for the Russian market. I was asked to translate it into Russian and adapt the advertising message.
The original text was the following:
Driving shipping and energy into new frontiers?
Certainly.
Technology from ABB has opened up new trade routes and possibilities in the far north. Azipod propulsion from ABB drives commercial ships through oceans that used to require ice breaking, and makes new business possible in Arctic areas. Close partnerships between ABB and bold shipping and energy companies will continue to create economic opportunities. In the toughest elements, reliable and powerful electric propulsion technology from ABB has proven itself over and over again. www.ABB.com
The challenge of the assignment was the tagline that I had to modify using a typical Russian expression, or proverb. And that is what they asked of me, “…Furthermore, and this is important, somewhere in the ad (preferably in the tagline) we want to include some phrase or expression or subtle piece of humor that is exclusively Russian. That is, some manner of thinking or speaking that no foreigner or foreign company would ever possess…” So I began translation.
When I first read the text, I felt that the key word in the tagline was “frontiers”. English dictionaries define “a frontier” as a border, a settling zone, a meeting point of wilderness and civilization. Frontier is an important concept in American culture, connected with the expansion to the Wild West. The idea of the frontier, expansion to the west is considered to have influenced the mentality of the Americans. Immediately I realized that I had to choose a Russian concept similar to the frontier that would be connected with the exploration of a new land. However, I needed more information to make the translation more accurate and find the Russian proverb for the tagline.
First I decided to get more familiar with the main subject of the advertisement, to be exact – with the Azipod propulsion units. So I visited the manufacturer’s website (www.abb.com/marine) and found out that the propulsion system used in the Azipod units is a rotating gondola with a steerable propeller fixed under the stern.
All ships that are equipped with these propulsion systems can rotate a full 360 degrees almost staying in one spot. This allows ships to achieve the maximum rotating momentum and full propeller thrust in any direction. Moreover, equipping ships with such propulsion systems allows using the “double action” principle: ships with Azipods are able to break 59in thick Arctic ice with a speed of up to 3 knots going with the stern forward. (One knot is 1.515 ml/hr)
I also learned that the Finns recently built these propulsion systems in their ice-breaking types of ships that were created for the fleet of MMC Norilsk Nickel. Ships equipped with these propulsion systems can break the arctic ice on their own without the need for expensive ice-breakers. This opens up many new opportunities for future exploitation of hydrocarbon resources in Arctic fields. That’s when it occurred to me, “The exploration of the Arctic shelf is similar to the American frontier and Wild West!”
One of my Google queries returned a YouTube video that finally helped me to get to the heart of the topic. I watched as an ice going cargo vessel from Norilsk Nickel came crawling over the thick thunderous ice, cutting, crushing and destroying it with its large body easily.
That’s when I came across an idea to use Pushkin’s words about Peter the Great who “cut a window to Europe” when he started building St. Petersburg. This phrase is often used when the Russians talk about new discoveries, innovations, new trade and communication routes. The use of the Azipod propulsions is a revolutionary innovation that gives the opportunity to establish new communication routes for shuttle tankers to deliver oil from Arctic oilfields to refineries in Russia and Europe. Moreover, the semantic meaning of the phrase “cut through” in Russian is connected with breaking the ice. Therefore I chose this phrase as a Russian analogue of the frontier:
The result of the translation into Russian became this:
Прорубить окно в Арктику для судоходства и нефтегазовых проектов?
Конечно.
Технология ABB открыла новые торговые маршруты и возможности на Крайнем Севере. Электрический движитель Azipod® производства компании ABB позволяет коммерческим судам преодолевать арктические льды без ледокольного сопровождения и открывает новые возможности для реализации нефтегазовых проектов на арктическом шельфе. Тесное сотрудничество ABB с передовыми транспортными и энергетическими компаниями продолжит создавать экономические возможности. В самых суровых условиях плавания электрический пропульсивный комплекс компании ABB подтверждает свою надежность и мощь снова и снова. www.abb.com
English version of the Russian text above:
Cutting a window to the Arctic for navigation, oil and gas projects?
Certainly.
Technology from ABB has opened up new trade routes and possibilities in the far north. Azipod propulsion from ABB drives commercial ships through the Arctic ice that used to require ice breaking, and makes new business possible on the Arctic shelf. Close partnerships between ABB and bold shipping and energy companies will continue to create economic opportunities. In the toughest elements, reliable and powerful electric propulsion technology from ABB has proven itself over and over again. www.ABB.com
Now compared to the original text, the tagline came out more attached to the Russian culture and agenda. All thanks to the typical Russian metaphor “cut a window” and mentioning about navigation, oil, and gas projects in the Arctic areas. Thus different from the original English version where it sounds more global, in the Russian translation it becomes a more localized version.
As you can compare the original text to my translation to Russian certain fragments of the text are not a direct translation, they are written with a more creative meaning while the original idea is still intact and no translation program can do that. Unlike translation programs, a human translator can translate meaning and creatively find a solution to connect to the local culture.
Google Translate version:
Вождение судоходства и энергии в новых границах?
Конечно.
Технологии от АББ открыли новые торговые пути и возможности в условиях Крайнего Севера. Азипод ® двигателей от АББ дисков коммерческих судов в океанах, которые используются для требующих вскрытия, и делает новые деловые возможности в арктических районах. Тесные партнерские отношения между АББ и смелые судоходства и энергетических компаний будут продолжать создавать экономические возможности. В самых сложных элементов, надежные и мощные электрические двигатели с технологией ABB зарекомендовала себя снова и снова. www.abb.com
English version of the Russian text above:
Riding shippig and energy in new frontiers?
Certainly.
Technology from ABB has opened up new trade routes and possibilities in the far north. Azipod of propulsion from ABB disks of commercial ships in the oceans that used to require ice breaking, and does new business opportunities on the Arctic shelf. Close partnerships between ABB and brave shipping and energy companies will continue to create economic opportunities. In the toughest elements, reliable and powerful electric propulsion technologies from ABB has proven itself over and over again. www.ABB.com
Which would you rather have?
As the saying goes, “Feel the Difference!”
