![]() When do I need a professional translator? Pepsico fell foul to this when literally translating their campaign slogan “Come alive with the Pepsi generation” for the Chinese market, as it turned out meaning that the popular soft drink would in fact resurrect their dead family! Needless to say this marketing campaign didn’t last very long in China, causing them needless embarrassment and probably thousands of dollars. For example, idiomatic expressions and colloquial language may not be accurately translated by machines, as these are often specific to certain cultures and regions. This can lead to translations that are not appropriate for the target audience, and can even offend people. This is especially true for single words or short phrases where the algorithm can struggle to get the right 'gist' of the source language and mistranslate due to the lack of context.Īnother problem with machine translation is that it often lacks the ability to understand and convey cultural context. These models can make errors and miss important context, which can lead to mistranslations. This is because the algorithm is based on statistical models that are trained on a large corpus of text data. One of the main cons of using machine translation, such as Google Translate, is that it is not always accurate. On the other hand, machine translation is much faster and more cost-effective, but it may not always be as accurate and can miss the all-important cultural context (localisation) which will gain you trust when launching your eCommerce store in a new territory. However, it can be costly and time-consuming, especially for large projects. Human translation, for example, offers the ability to understand cultural context and nuances, and convey emotions and tone. Human and machine translation both have their own set of pros and cons. Human vs machine translation – which is best? If you need something important translating, you should always hire the services of a professional translator, who is highly proficient, ideally a native speaker in the target language, and who has the in-depth cultural knowledge of the language and country you are trying to sell your product or service to. It’s the same principle that applies if you are considering translating your website. Handwriting - Google is also able to translate handwritten text, though the success here will depend on how neat the writing is.Unless you were qualified you wouldn’t attempt to install a new gas central heating system in your home, or service your own car would you? You leave those important jobs to the qualified professionals who have the skill and experience to do the job accurately.So you can take a photo and then get the app to translate the text for you. Photo translation - via the app you can also translate the text in images and screenshots.If you have a Google Assistant-capable pair of earphones (like Google Buds) you can use this to understand foreign speech. Real-time interpreting - Google Translate also works via Google Assistant to offer you a live interpretation of speech.This means that you can use it to do things like quickly translate a menu at a restaurant or the street signs in a foreign country that you're visiting. Real-time camera translation - Google Translate is able to do live translations of whatever the camera is pointing at using Google Lens.It can also be used to translate entire web pages if the site you're reading doesn't offer an option in your native language already. ![]() If you have a sentence, paragraph or even a lot more text you can just copy and paste it into Google Translate and use the system to translate that text into your own language. Basic text translation - obviously you can use Google Translate on blocks of text.
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