Gotcha Idiomas

Definition:
Translation is the communication of the meaning of a source-language text by means of an equivalent target-language text*.

*Here I must stress `language text`, since the English language makes a clear distinction between the word ‘translation’, (which involves text communication) and interpretation (associated with oral communication), and this article refers basically to translations, although some concepts are also true for interpretations.

The term translation has always had, and for many people it still has, a very simple and straightforward meaning.
This, however, has changed in recent years due to a number of factors that we will cover here, and that has forever changed the form and complexity of the translation process.
Translations have always relied on two fundamental pillars: Fidelity and Transparency. Although both are an integral part of translations, oddly enough, they are many times conflicting.
Fidelity is how well a translation accurately conveys the meaning of the source text, without distortion.
Transparency is the extent to which a translation appears to a native speaker of the target language to have originally been written in that language, and conforms to its grammar, syntax and idiom.
The job of an efficient translator is to carefully balance these two concepts in order to obtain the best translation for each case. Depending on the source document, subject, audience, purpose and target language, the balance between these two items can shift.
The balance between Fidelity and Transparency can be best exemplified through the translation of the idiom “to hook up.” According to the definition set out by the Urban Dictionary , the idiom “to hook up” has different meanings, depending on the target audience; therefore, it is important to know with whom you are ‘talking’ and the intended message.

The Urban Dictionary
1.) hook-up (v)
To have any form of intimacy with a member of the preferred s*x that you do not consider your significant partner. Usually, when said by modern youth it means to make out, and when said by people between the ages of 20 and 35, it generally means to have s*x, and if a very old person says it, it probably means to simply spend time with somebody.

That`s where the true value of a translator is felt. Competent translators are more than simply bilingual, they must also be bicultural. A language is not merely a collection of words and rules of grammar and syntax for generating sentences, it is actually a vast interconnected system of connotations and cultural references whose mastery takes an entire lifetime, and varies depending on the language.
Competent translators must show the following attributes:
• A very good knowledge of the language, written and spoken, from which they are translating (the source language);
• An excellent command of the language into which they are translating (the target language);
• Familiarity with the subject matter of the text being translated (one can only properly translate what one understands);
• A profound understanding of the etymological and idiomatic correlates between the two languages, including sociolinguistic register when appropriate; and
• A precise sense of when to metaphrase ("translate literally") and when to paraphrase, so as to assure true rather than unauthentic equivalents between the source- and target-language texts.
These attributes are acquired through extensive experience in actual translations. The complexity of the translator's task cannot be overstated. One author suggests that becoming an accomplished translator—after having already acquired a good basic knowledge of both languages and cultures—may require a minimum of ten years' experience. Viewed in this light, it is a serious misconception to assume that a person who has fair fluency in two languages will, by virtue of that fact alone, be consistently competent to translate between them.
Translation today
Internet, globalization, digitization, cloud, mobility and numerous other disruptive technologies that have surfaced in recent years have given translators new roles, while translations have become a much more complex process.
Digital tools and resources are not only revolutionizing the interaction between businesses and clients, but also in the non-traditional way companies communicate with their stakeholders (Social Media, Websites, Text Messages, Ombudsmans, advocacy groups, etc.)
Audiences today have immediate access to numerous powerful and impactful communication channels to either praise or vilify the services, products or customer experience provided by organizations. Organizations, more than ever in the history of humankind, have the need to quickly, accurately, and responsibly communicate with their target audiences in order to remain relevant to stakeholders (employees, clients, end-users, governments, investors and the public at large) using an understandable, precise and professional language. E-commerce, the Internet, mobile apps have made it possible for companies of all sizes to become “global players”, thereby having the need to communicate in many languages. Today, even small companies from developing economies today have a need to communicate internationally with their customers. And this is where translators will play a vital role in today`s world economy, providing fast, reliable, understandable communication, with fidelity and transparency appropriate to each case.
This shift in the market has brought three new concepts to be added to the realm of competent translations: internationalization, globalization and localization.
Let’s see what they mean and how each one plays into the modern concepts of translations.
Internationalization encompasses the planning and preparation stages for a product that is built by design to support global markets. This process removes all cultural assumptions, and any country- or language-specific content is stored so that it can be easily adapted. In working with global clients that need to communicate internationally, translators play an important role in content generation, working closely with copywriters and marketing teams to produce effective texts.
Globalization can best be thought of as a cycle rather than a single process. To globalize is to plan the design and development methods for a product in advance, keeping in mind a multicultural audience. Again here, translators can offer a unique insight on multicultural aspects of communications.
Localization refers to the actual adaptation of the product for a specific market. The localization phase involves, among other things, linguistic, physical, business and cultural, and technical issues.
Modern and efficient translation firms must know these factors and include them into their operating processes and services, giving their clients the precise deliverable they expect and need.

O dia 28 de Junho de 2018 representou a criação da mais nova empresa, a Gotcha Translations Canada Ltd. , na cidade de London, na província de Ontário.
A GTC vem para aumentar a capacidade da Gotcha atender a crescente demanda por traduções técnicas e comerciais com a qualidade e nos prazos que nossos clientes vieram a se acostumar.
A GTC terá uma equipe dedicada de revisores nativos para dar aos nossos clientes um trabalho com resultados incomparáveis.
Seja bem-vinda!!!

Tanto dinheiro jogado fora, mas o prejuízo para sua empresa pode ser ainda maior do que simplesmente financeiro!

As empresas investem no controle de qualidade de seus produtos durante a fabricação, controlando matérias primas, processos e insumos. Elas cuidam das embalagens, do Marketing do produto, da experiência do usuário no canal de vendas. As empresas investem em todos os aspectos de segurança do produto, suporte técnico, pós-venda, etc.
Tudo isso deveria passar uma imagem de empresa responsável, séria e, sustentável, que oferece produtos e serviços com aquela qualidade anunciada nas comunicações ao mercado.
Será?...
Para divulgar esses produtos e serviços diferenciados, a empresa 'se orgulha' em ter um website bilíngue. O site fala dos produtos da empresa, da estrutura societária. Há textos discorrendo sobre Missão, Visão e Valores, programas internos, estrutura societária, departamentos, filiais, mercados de atuação, dados de produtos, etc. E quase sempre, esses textos foram traduzidos por uma empresa que o departamento de compras encontrou pelo menor preço.
Além disso, tem aquele manual técnico que acompanha o produto de exportação, num texto quase incompreensível.
Não se esqueçam daquele Demonstrativo Financeiro disponível no site para ser baixado, ou mesmo daquele caríssimo Relatório de Sustentabilidade, que deverá ser lido por investidores que querem conhecer melhor a empresa...
Nada depõe contra a imagem de uma empresa mais do que exibir um texto com erros grosseiros, tecnicamente incorretos, denotando que "talvez a preocupação da empresa com a qualidade" não seja "tudo aquilo"!
Pagar R$1 que seja por um texto mal traduzido, é muito caro. Não será apenas esse R$1. A imagem da empresa está associada a todos os aspectos de sua comunicação com o mercado.
Alguém já parou para pensar sobre como soa o texto do seu site aos ouvidos daqueles que conhecem o idioma? Já se perguntaram se aquele é um texto que demonstra profissionalismo?
E acreditem, textos de sites corporativos mal escritos, mal traduzidos, com erros grosseiros, são a regra!
As empresas necessitam se diferenciar das demais, precisando competir em nível global, e justamente na hora de falar com o mercado, elas mostram pouco caso e despreparo.
Todo aquele investimento na imagem da empresa acaba comprometido por um detalhe "pequeno" que pode ser evitado.
A competição global é quase sempre definida "no detalhe". Consulte quem conhece. Não confie a imagem da sua empresa a qualquer um.

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