Or, different ways of saying the same thing
Language register is defined as how a speaker uses language differently in different circumstances. This matters because translators need to do much more than simply translating words and sentences — they need to be good at translating ideas. As translators become more experienced, they develop some essential expertise in their subject matter that makes their translations both more interesting and more accurate. Furthermore, specialised translators need to understand complicated concepts in various subjects such as technology, medicine, engineering, or law. Unless the translator understands the subject matter comprehensively, they cannot convey the concept properly in the target language.
However, there is more to translation than simply conveying information, translators also need to address the readers (or audience) in an appropriate language register. Sometimes this is referred to as Business vs Colloquial. Business English, for example, is more formal and more structured, while colloquial English is more casual and conversational.
Academic study: When Language Matters — Grant Packard, Yang Li, Jonah Berger
Addressing your readers appropriately
The differences in how we address an audience are not about being correct or incorrect — all registers are correct. The language register (also called linguistic register or speech register) describes the way a person speaks in relation to their audience. We all understand instinctively that a speaker modifies their language register to signal levels of formality appropriate to their relationship with the person/people they are talking to, and also to their intended purpose.
There are 4 primary factors that determine our register: audience, topic, purpose, and location.
For example, we use very different registers (or we should!) when communicating with an employer, compared to a partner or friend, and a very different register when talking to a baby! We speak differently when addressing a large audience, compared with a 1-to-1 conversation. Naturally our language changes when discussing a scientific concept, as opposed to what we’re having for dinner.
In marketing especially, it is important to consider the purpose as well as the audience — the register should be very different for a sales document, an ‘instructions for use’ guide, and your company Annual Report. For example, in Academic English, we might come across sentences like, “the experiment was conducted…” but in a report for the class, a student would more likely write, “we did the experiment…”. Business register often involves a higher standard of vocabulary, while in a colloquial register we use everyday phrases.
An incorrect register can exclude some of your audience, while a correct register can actively include. In “The Study of Language,” linguist George Yule describes the function of jargon as helping “to create and maintain connections among those who see themselves as ‘insiders’ in some way and to exclude ‘outsiders.'” Consider slang terms like ‘brat summer’, or memes like FAFO. A marketing campaign directed toward young (18-24 year) Spaniards in Madrid; would be quite different from one aimed at middle-aged, professional Cuban-Americans in Miami!
So, there will be registers for marketing, another for a technical datasheet, and another for an academic paper, and still another for the mathematical language used in an annual report. For the translator to do a good job, they must understand the register, as well as the subject.
Language Register and Grammar
While in English, register usually involves using (or not using) specific terms, or slang. In many languages, such as Spanish, German or Japanese it affects the conjugation of verbs, and pronouns used. For example, if speaking formally, you = usted (Spanish), Sie (German), vous (French); whereas if chatting to a friend, you = tu (Spanish, French), du (German). And the pronoun used, determines the conjugation of the verb that follows.
Languages such as German and Japanese, favour a more formal language register in general. Your messaging should consider that — a tagline or slogan that resonates and connects with a young US audience, may sound quite dismissive and disrespectful if translated directly into German.
Translation brief
It is really useful to start with a translation brief: so our translator knows how you would like to address your audience, the purpose of the document, and the general style and tone that you wish to convey (and so we know which translator to select for the project).
If your company uses industry-specific terminology, or if you have agreed product terms — such as, ‘t-shirt’, not ‘tee-shirt’ — then we will make a Glossary to ensure these terms are translated consistently, according to your preference, each time they are used. If you have an established style guide — maybe your main headings should always be capitalised, or you prefer numbered lists over bullet points — then we need to know. Supplying your Brand Book is by far the quickest way of achieving this.
Related topic: How to get an accurate Translation Quote
Language Review
So you have your document translated — but do you trust it? You perhaps you know some of the target language, enough to get around, maybe even enough to prepare a presentation. Or perhaps you used a readily-available Machine Translation tool (such as Google Translate). But your corporate messaging should reflect the quality of your brand.
You are most likely not a native-speaker of the target language spoken in your new market or region, but your potential clients are. This is why a native-speaking translator and/or editor can help you reach the level of superior quality that your company demands.
As well as translation, QuickSilver Translate offers a language review service — editing and proofreading, performed by qualified and experienced native-speakers.
The review service includes:
- An initial telephone consultation
- Grammar and spelling check
- Language localisation (eg. Latin-American or European Spanish)
- Alignment with your brand identity, voice and tone
- Editing for clarity
- Synonyms and alternatives
In marketing, the language register and style of the message is so important — do you really dare to send out a Google Translated sales pitch?
