December 7, 2016
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ATA57: Sarah E. Sagué’s Talk on “Localizing for Millennials”

Photo Credit: HubSpot

Photo Credit: HubSpot

Beatriz Figueiredo

Based on the two huge buzzwords in the title, I knew this session was going to be packed. Add to this the fact that Sarah E. Sagué works as a Senior Localization Specialist at eBay, and you know you have to be there early to get a good seat. The best of all was that she did not disappoint and delivered a dynamic and engaging session.

Sarah started by discussing the concept of millennials: They are digital natives or early adopters of technology who are typically born anywhere from 1980 to 1995 (hey, I’m in!). She also explained that the on-demand lifestyle comes naturally to digital natives, who are used to doing anything they want on their phones today (dating, groceries, booking accommodations, banking… The list is endless!)

So, as localizers, how do we catch their attention to provide a great mobile experience? Sarah did a great job summarizing what this mobile experience actually involves: There is less text and more icons, and it is very much user-focused. If you want to get to the user’s brain fast, more visual input is the way to go.

A user-focused experience in today’s world also creates a number of challenges for localizers. First of all, most apps are developed in the United States with a US-centric mindset, so localization professionals need to advocate for global users. We also need to remember that text will almost always expand when translated into a foreign language, so translators should always strive to keep it short and move the most important content to the beginning whenever possible.

One of the most interesting things she discussed was the conversational tone that is being increasingly adopted by mobile app developers as user interface (UI) content merges with marketing content. This can be quite a challenge depending on the target language and culture, and a practical example can be seen when an app lets you know that “you’re all caught up”, meaning you have no new notifications. Finally, there’s also the issue of app-specific lingo and whether it should be translated or not (for example, Snapchat uses snaps, snapping, stories, stickers, etc.).

When Sarah was wrapping up her session, I was happy to see that a seemingly timeless principle still applied: You still have to really know your audience in order to produce relevant and high-quality work. In fact, this is the key word when localizing for millennials: relevance. So I made a note to myself to download Yik Yak when I got home, just to be on the ball.


bia figueiredoBEATRIZ FIGUEIREDO started working as a professional translator by combining her knowledge of English and educational background in the health sector. She studied in England, obtained a Certificate of Proficiency in English from the University of Cambridge, and completed her translation studies at the City University London. Since then, she has not only furthered her knowledge as a translator in her specialized field, but also completed technical projects and book translations while working with governmental offices, law firms, publishers, and several multinational companies. She also has strong experiences in subtitling, especially institutional videos, musicals, movies, and TV series.

November 30, 2016
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ATA57: Tudo o que você nunca ouviu na casa da sua mãe a intérprete Cris Silva ensina pra você

Photo Credit: Roberta Barroca

Photo Credit: Roberta Barroca

Roberta Barroca

“Quem não se sentir à vontade com o uso de palavrões, fique à vontade para se retirar da sala.” – avisou a palestrante umas três ou quatro vezes ao início de sua apresentação.

Em uma sala lotada de brasileiros e estrangeiros, apenas uma pessoa se retirou ao sentir que o conteúdo da apresentação seria um tanto “pesado” (para usar de um belíssimo eufemismo). Assim como a palestrante o fez, aproveito para alertá-lo agora sobre o conteúdo desta matéria: palavrões, xingamentos e gírias estão por vir, caso contrário eu não faria jus à sessão “(Quase) Tudo o que você nunca ouviu na casa da mamãe” apresentada pela hilária colega de profissão Cris Silva na ATA 57th Annual Conference em São Francisco. Continue Reading →

November 2, 2016
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SPECIAL PRESENCE AT #ATA57 ― Guest Speaker and more

Photo © John Lawrence, 2015 @ DanielHahn.co.uk

Photo © John Lawrence, 2015 @ DanielHahn.co.uk

This is it! We are a few hours away from our biggest event and we’d like to highlight our Guest Speaker 2016.

A Guest Speaker is someone who is not a PLD member but who can contribute greatly to our experience at the Conference. This year we are very proud to have Daniel Hahn, an award-winning translator who has translated authors such as José Saramago into English and who was shortlisted for this year’s Man Booker International Prize. You can read about him here.

He will share his extensive experience promoting Portuguese-language literature abroad on the last day of the conference. He brings us two different views of the literary field, one that will delight literature geeks and another that will be useful for every translator who has to go beyond their core activities in order to be a professional in the world.

These sessions are a must see:

P-6 Being a Translator: The Rise of a Powerful New Professional
(Saturday, 8:30am-9:30am)

The role of the English-speaking literary translator today has expanded well beyond merely (merely!) translating literature, to become much more active as a player right across the book world. Translating is one thing, but “being a translator” today means being a scout, an activist, a performer, an ambassador, a publisher, a blogger, a marketer, a mentor, a lobbyist, a schoolteacher, a critic, and even a conference speaker. The demands are considerable, but so are the rewards. The increased professionalization, versatility, and dynamism of the literary translator has been crucial in increasing interest in international literature at every level, as well as fostering an improved appreciation of the translator’s own role.

P-7 Literary Translation in Action: A Close Reading
(Saturday, 10:00am-11:00am)

Translators of literary texts are translators of culture, of voice, of attitudes and idiom, texture, rhythm, of register and commas. Every text in translation is a composite of a million tiny micro-detailed decisions, deliberate or otherwise. For this session, some unapologetically geeky close reading (yes, commas!) will shed light on the myriad levels on which literary translation operates, remaking an Angolan/Portuguese/Brazilian text as an English one that is absolutely identical to the original except for all the words. Although the speaker will use a sample source text in Portuguese, attendees of all languages can benefit from this session.

Photo Credit: UC Berkeley

Photo Credit: UC Berkeley

And to top off 2016 as a great year for Portuguese-language literature in the world, Katrina Dodson will be at the ATA Conference receiving the Lewis Galantière Prize. You might have noticed how many times we have posted news about this very talented lady on our social media channels recently. She won the 2016 Pen Translation Prize, one of the greatest achievements for a translator. She will receive her ATA accolade for her translation of Clarice Lispector’s Complete Stories – no small feat. Let’s show her our appreciation! Stay tuned, place and time TBD.