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The American Translators Association recently held its 53rd Annual Conference in San Diego, California. Sententia Vera has been a member of the ATA for quite some time, however this was the first time I attended. It was a motivational and educational experience, one that will earn vast cultural benefits for SV and our clients. I attended various sessions, met new colleagues, made great friends, absorbed the calming weather by the water, and even participated in a translation poetry slam! The sessions I chose to join included Boosting Efficiency of a Translation Business, Fair & Competitive Rates, Quality Assurance in Translation, Transcreation, Anglicisms, and Tijuana-isms.

All sessions were full of valuable information and creative ideas. In particular, Transcreation: Recreating a Text for the Target Audience by Percy Balemans. In brief, transcreation is translation taking into account any differences in language and culture of the target audience. The message of the original text is of top priority and is frequently applied within the marketing and advertising industries, and, I would add, in literary translation. These transcreation projects necessitate a complete briefing for the translator, this should include detailed descriptions and goals of the campaign.

In addition to creativity and a skill for language and word play, the translator should have the ability to use the correct tone of voice, that is, to know the formalities in addressing the target audience. Similarly, having an excellent command of the source and target language, a thorough knowledge of cultural backgrounds, and familiarity of the product or service of the source text, are a must. Inherent qualities of a translator that would be helpful for this particular translation work include flexibility, adventurous, and innovative. Ultimately, she is a translator that, not only practices her language pairs but, also tunes into cultural changes and is current with the products and services in her particular area of expertise.

On a humorous side, at least for one that has lived on the US/Mexico border and uses the language and culture of the border, My Tijuana Family by Rogelio Camacho, was a treat! 150 nonacademic Mexican Spanish words and expressions were identified and translated. All of which I have heard and some of which I use in day-to-day informal conversations, that is, with my best buds, or should I say carnalas. On occasion, this language spills out in the classroom and I spend the rest of the lesson explaining the term(s). All in good learning. Here are just a few, try to translate them, and let me know what you come up with.

  • Ahorita
  • Babosear
  • Hacerse Bolas
  • Chafa
  • Mi Chante
  • Chido
  • Chueco
  • No, pos sí
  • Pistear
  • Rifarla
  • Santa Muerte
  • Se me hizo fácil
  • Transar

Overall there were more than 175 sessions presented by expert and creative professionals that demonstrated a sincere passion for world languages and a dedication for the recognition of the translation and interpretation professions. Sententia Vera had submitted a session proposal that was chosen as a reserve topic, however did not make the final program. Not discouraged though, SV will continue to foster communication between languages and cultures and submit experiences and ideas for future contribution. In the meantime, SV continues to share the multicultural experience in this monthly eNewsletter.

Next year, Sententia Vera is headed to San Antonio, Texas for the 54th Annual ATA Conference. WooJua! River Walk, here we come!