15 November 2022
Linguistic services. What is an LSP?
For many people, the term ‘linguistic services provider’ or ‘language service provider’ isn’t one they encounter too often. At least, not until they start looking at localizing their products, services or content for new international markets.
Language service providers, or LSPs, as they are more commonly known are companies that specialize in helping clients with their projects involving, among other things, localization and translation. This is an important step for clients looking to expand their business into international markets, as potential customers and employees look to interact with companies in their native languages.
But what exactly is the meaning of linguistic services? Let’s take a look at some of the premium linguistic services that linguistics companies provide.
Perhaps the most well-known linguistic service, translation is the conversion of text from a source language into a new target language. Translation is typically the most direct form of localization, wherein words and phrases are converted into their closest counterpart in the target language. Since translation is generally more literal, it is typically best suited to drier, more standardized forms of content.
Modern translation processes are often supported by the use of computer-aided translation tools, including machine translation. This is a process that has seen significant growth recently, and is continuing to show exciting improvements. For languages that have large amounts of content being translated, machine translation tends to be more accurate, but for long-tail languages, it can require more stringent post-editing processes from human linguists.
Generally speaking, any content that is machine translated should be reviewed by a native human linguist, but in rare cases, raw machine translations can also be published. This can be the path to take when vast amounts of more formulaic content need to be translated in a short time – like when an automotive client asked Enterprise Localization specialist Alpha CRC to translate eight million words in just four days.
Where translation is a direct reconstruction of a source text in a target language, transcreation looks to mine the emotional value of content and then recreate it for new audiences. This can mean changing idioms for new markets, or even chopping and changing slogans so that the localized versions are just as shocking, inspiring, or funny in the new language as they were in the original.
Transcreation is generally viewed as a more difficult form of localization, and as such, is best performed by experienced linguists who understand both the sector and the local markets innately. Since it is a more creative form of localization, transcreation is well-suited for customer-facing content that is used to create the brand identity.
This is a process that ensures the complete and accurate translation of the source content for new target markets. Linguistic quality assurance (LQA) experts carefully comb through localized content, searching for bugs, or any errors in syntax or grammar, among many other things, to confirm that content is localized to the highest possible standards.
LQA processes at premium linguistic service companies will be tightly controlled, with strict checklists designed to match each client’s requirements. LQA experts will use specified reporting methods to alert clients of any issues, as well as recommended solutions.
Sometimes, it’s not enough to adapt content for new markets. In these cases, multilingual copywriting is the best approach to take, as it focuses on creating wholly new experiences designed to appeal to specific locales while still adhering to brand tone of voice and message.
Multilingual copywriting services can help companies create a native footprint in new international markets, fostering consumer trust and promoting brand advocacy. Alpha Creative, one of the divisions at Alpha CRC, specializes in identifying the resonant points of client brands and how best to present those to potential customers and employees in diverse locales.
