By Maya León-Meis
From Voice Productions International
So, you've been asked to produce a marketing video in Spanish and Japanese! Great gig! But what kind of challenges are you going to face? How do you assure quality in a language you don't speak? Where do you start?
It can be a complex and challenging mission, but not impossible!
This checklist will help you produce videos in foreign languages successfully and painlessly.
Find a reliable foreign language resource. (Please, not your friend who took Spanish in High school!) Find a professional resource team. Better yet, professionals recommended by someone who has already produced a foreign language video. This team must have extensive experience in script translation, and be able to adapt it both linguistically and culturally to your target audience. You can also have your client's distributors (in each country) verify the quality and effectiveness of the translated version.
The team must also have professional voice talent that can get a "feel" for the script; someone who brings a wide range of delivery styles and can interpret the script according to your needs. Be sure to ask for references and samples of their work.
Provide a visual source. The translators will need a video copy to make sure that their translation is perfectly timed and synchronized with the English version.
Timed and synchronized? Aren't those synonyms? Not in this business.
'Timed' means that the script will "fit" in the time and space provided for each segment. 'Synchronized' means that the words have to match the visuals exactly. Accurate timing and synchronization are crucial and will avoid costly headaches during the recording session and post-production.
Be aware that foreign language versions expand. Yes, converting any text from English to another language can expand the word count up to 30%! And in spite of that, the translation must "fit" in the original video and not sound rushed. It must present the same information and create the same impact. (Sounds like fun, right?) Is that possible? Yes! But, only when you use professional script translators. You can also help by providing a revised, shorter version of the original script. This can reduce costs.
Respect the laborious work of the translator. They know their craft. Truly professional script translation is only accomplished through painstaking and meticulous work, which is naturally very time-consuming. Do offer assistance with prompt answers and technical reference materials. Translators will then love you and work harder for you. Please don't squeeze the budget when it comes to paying for translation work. A good script is the backbone for successful recording sessions and professional final products!
Demand a ready-to-record script. The translator must verify the script against the video before the recording session; that way your costly studio time is not used for major editing to make it "fit" the video.
Demand professional voice talent. The talent should be well selected to avoid disappointments during the recording session. Of course the talent must rehearse the script ahead of time. This prevents stumbling through copy and prolonged studios times. Everybody must apply the "P" Principle: "Proper preparation provides perfectly professional productions..."
Hire a bilingual coach for recording sessions. A bilingual coach will assist you during the recording session by following the script closely, giving the right cues and images to talent, and assuring proper inflection in the foreign language. Your message must be interpreted in the right mood and with the right amount of energy for that language and culture. Let's not forget that English stress and intonation patterns differ widely from other languages; don't be surprised at the differences.
Hire bilingual post-production assistance. It's ideal to have the translator, the coach or the talent assisting during the process of laying the audio onto the video. But, if you are concerned about costs, keep detailed notes on the 'good takes' so that you can do it later without them present. However, when you are finished with that process, do hire one of these three native speakers for a final audio-video verification, and to review the screen text (CG's) you've created. Do not skip this step! It could be deadly! Skipping this step would be like sending an expensive brochure to the printer without proofreading it!
With this checklist you will ensure a good final product every time. And better yet, the process will actually be fun because your professional foreign language resource team will make it smooth for you. Your final product will be of the highest quality and become a successful tool for your client's next international marketing endeavor.
Maya León-Meis has over 18 years of voice-over and on-camera experience recording industrials and commercials for radio and TV, in Spanish and in English with a unique "international flair." In 1990, she became the first Latin American anchorwoman in Colorado for Telemundo and later, for Univision. Her company, Voice Productions International specializes in audio/video and multimedia projects in 12 foreign languages. She can be reached at (303) 422-6702, or 1-800-691-6767. Also via e-mail: mayaleonmeis@compuserve.com. She invites you to visit her website: www.voiceprod.com.
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