Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Human vs. Machine: Clash of the Translation Titans

by Ora Solomon  |  
July 28, 2011

In this article, you'll learn...

  • Three distinct translation techniques
  • How to decide which technique will work best for your project
  • The strengths and weaknesses of various translation techniques

In classic sci-fi movies, contests between machines and humans almost always end with the machine's demise due to the stress of competing with superior human reasoning power. These days, machines beat humans on game shows, computers win at chess, and the quality of machine translation (MT) improves every year.

Both human and machine translation have a place in our work, and each can be used when taking marketing content global.

Let's take a look at three types of translation techniques, their definitions, and what content they are most appropriate for:

  1. Human translation
  2. Pure machine translation
  3. Machine translation with human editing

1. Human Translation


A professional linguist (most often, an in-country native speaker) reviews your project and, using guidelines agreed on beforehand, translates it to the language you require. The goal is to speak to your audience in the most natural, effective way. You can expect human translations to be free of idiomatic errors and to flow naturally and fluently.

Advertising and marketing projects can be "transcreated," which means using your headlines, copy, scripts, and product names as the starting point. Your material is then creatively translated into culturally sensitive language that will appeal and make sense to your global audience.

Best candidates: Projects that need to convince, persuade, build trust, inspire, educate, entertain, or sell your product. For example:

  • Print and broadcast advertising
  • Marketing and branding materials
  • Store signage
  • Social media
  • Product and brand names
  • Website content
  • Multimedia (e.g., Flash, voiceovers, etc.)

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Ora Solomon is vice-president of operations and sales at Acclaro, an independent translation and localization firm. Reach her via or follow her on Twitter. For more, read the Acclaro blog.

Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Kurt Anderson Thu Jul 28, 2011 via web

    Very informative. What type of translation software do you recommend for B2B using technical process products, electronic assembly manufacturing. How would you rate Google Translation?

  • by Val Swisher Thu Jul 28, 2011 via mobile

    Ora - Excellent post. Concise and to the point. I would like to add a few things:

    - In cases of translation of any type, it is very important that you work with your source content to make it "global ready." Global ready means that it was written or edited so that it can be more easily and effectively translated. There are very specific things that you can do to your content to make the translation of your content better quality, faster, and often times less expensive. And, as an added bonus, when you work with your content to make it global ready, it is easier to read in English, too.

    A few examples:

    - Keep your sentences as short as possible.
    - Eliminate idiomatic phraseology that does not translate.
    - Use writing best practices: no split infinitives, missing very parts, and so on
    - As much as possible, say the same thing, the same way, every time you say it. (This can be very difficult when you are writing marketing content. Technical content is easier to work with in this manner.)
    - Use the terms "these, that, this, those" with a noun.

    And more. Bottom line - the better your source content, the better your translation of any type.

  • by Val Swisher Thu Jul 28, 2011 via mobile

    Whoops typo - that was missing verb parts, not missing very parts!

  • by Stephanie Engelsen Fri Jul 29, 2011 via web

    "What type of translation software do you recommend for B2B using technical process products, electronic assembly manufacturing. How would you rate Google Translation?"

    This is Ora's response:
    It’s critical to undergo a thorough analysis of your needs and requirements before making the choice to move forward with Machine Translation (MT). Understanding the purpose of the text (informative, persuasive, legally required, etc.) and then the audience (industrial workers, managers, lawyers) will help you arrive at the best choice. If these are manufacturing products with a potential of injury or death, the importance of human translation (or MT with a full human review and post-edit) is essential. MT cannot be applied in a vacuum whether it is Google Translate or any off-the-shelf MT products (Systran, ProMT, etc).

    As for Google Translate: this is a statistics-based machine translation tool. It does not allow any sort of terminology or stylistic customization. Plus, accuracy and appropriateness of the resulting translations are not guaranteed. Lastly, depending on the volume of the material to be translated, it may not be an effective option.

  • by Kim Mon Aug 1, 2011 via web

    Is the photo used here a stock photo? I'm kind of asking based on Corey's funny slideshow on using stock photos but also because the image seemed like it could have been photographed by a professional photographer.

  • by Bibi Mon Aug 1, 2011 via web

    Hi, Kim.

    Thanks for your question! This photo is from iStockphoto. Here is a link to see the photo details on their website:

  • by Michael Schmidt Tue Aug 2, 2011 via web

    If you are serious about serving international markets in their native languages anything other than a qualified HUMAN translator will (sooner rather than later) get you in trouble. You'd want to hire someone who has actually lived in the country in question and experienced local culture and traditions.

    I find that those who recommend or use electronic translation rarely speak more than a single language and often don't understand the importance of insight into local culture, traditions, slang etc. the kind you only get from living among locals for at least 2-3 years.


    The Danish word "Skat" can mean: Tax, Treasure or "Honey" (as in "Sweetheart"). Take the Danish sentence: "Tag dig af din skat og forkæl hende" - (which means "Take care of your sweetheart and spoil her") - If you use Google to translate it to English you get: "Take care of your taxes and spoil her" .....really???

    or the problem with local slang:
    The Danish sentence: "Det var en god sild" (correctly) becomes "It was a good herring" in the Google translation - great if you're referring to seafood. The problem is that "God sild" (Good herring) also is Danish slang for "A hot chick" - I'm sure you see the obvious risk of offending someone if you get it wrong.

    So let's try a common English expression like "Slam dunk" - If you use Google to translate "The sale was a slam dunk" into Danish, you get: "Salget var en slam dunk" which actually means: "The sale was a sludge canister" ... I don't have to explain the problem here!

    If you want to communicate with international clients in THEIR native language, hire translators (or local ad agencies) who knows local customs, slang and tradition - In the long run it will be much cheaper than the PR budget you'll need to save your butt after making a fool of your company, your brand (or yourself).

  • by Sergio Delher Wed Feb 8, 2012 via web

    very good, i really like this article. I work translating, however too many people think that anybody would translate as long as know the other translated language.
    Any one in need of translating services, please contact me. I live in Mexico but I was educated in USA so definitely know how interpret both languages

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!