Making a difference. The power of coordinators.
This is a loosely translated and shortened English version of a Japanese article from the CJ Column.
https://citrusjapan.co.jp/column/cj-column/l001_201804.html
When native English copywriters write for Japanese companies, they often receive text translated from Japanese that they make more natural and catchy for native English speakers. Bilingual Japanese coordinators play a role in deciding the final output, especially when writing catch phrases.
Sometimes copywriters provide copy that is far from what coordinators expect. In such cases, a word or phrase may have different meanings in English and Japanese, the original Japanese manuscript may contain errors, or cultural differences may affect the overall meaning. Finding a solution can be challenging at times.
If a company wants to proclaim “Thanks for our success”, for example, the writer may alter it because it suggests the company did nothing itself. Or the copywriter may question whether a “Creating the future” headline makes too big a claim.
It’s easy to jump to the conclusion that the writer is purposely making trouble. But the coordinator considers the perspectives of both the writer and client to help make a balanced decision.
Translation companies tend to provide direct translations without worrying about meaning problems. If the English matches the Japanese meaning and sounds OK, their job is done.
But production companies with copywriters and coordinators adjust the message and style to better serve the client. Coordinators also provide clear explanations to help clients understand and confidently support the alterations.
Through the power of professional bilingual coordinators, clients receive high-quality copy that accurately reflects their intentions and goes straight to the heart of native English speakers – to the benefit of client reputations and sales.
