Translation is an art.. is it?

"Translation is an art". Have you heard that before?

Figure the delicate work of craftsmanship, honed and polished to perfection by skilled artisans. Sounds romantic, doesn't it?

There are many instances where translation indeed is a form of art. Think of transcreation, the process of adapting creative content for different languages and cultures. This goes beyond mere translation – it requires a deep understanding of both the source and target cultures, as well as creativity and linguistic mastery. Translating books, crafting compelling taglines for new markets, and developing international campaigns… I could go on. These tasks demand time, patience, and a high level of skill, much like creating a piece of art.

In such cases, translators must craft the perfect message that resonates with the target audience. It's about finding that unique expression or phrase that captures the essence of the original while making it feel native to the new audience. This level of creativity and attention to detail is similar to the work of an artist. In these cases, it's all about that special touch that only a skilled linguist can provide. It's like painting with words, and it takes time, mastery, and a whole lot of patience.

But...

...let's be honest – these are not the most common use cases. They are the exception, not the rule.

Most translated content gets consumed in a blink – a website blurb, a product description, a social media post. In these cases, translation isn't about creating a masterpiece; it's about building a bridge, an access point. It's about ensuring that a potential customer in Rome understands your product as clearly as someone in Toronto.

Going back to art… How many of us can afford a piece of art? How many actually want one?

Sure, there are art lovers out there with deep pockets. Think about it: who invests in art? Usually, they’ll be looking for longer-term returns. In the meanwhile, they'll be admiring their expensive piece of art in the most visible spot of their big home for them, and others, to admire it. No rush to get their money back.

Translation buyers, on the other hand, are often looking for a quicker turnaround – new markets, increased sales, and a fast ROI. And guess what? This is exactly what technology promises. It's no surprise then, that machine translation and genAI are attracting so much attention.

Most of the time, to me, saying "translation is an art” is like trying to sell a Picasso to someone who just wants a nice Taylor Swift or Harry Styles poster for their bedroom. It only suggests translation is a luxury, something only a selected few can afford.

It's misleading and, to me, it even undersells the real value of what we do in our industry.

Now, don't get me wrong. I'm not saying we should completely get rid the artistic side of translation. Those cases where creativity and uniqueness are crucial, and we need to protect them.

But we also need to be clear and honest about the other, bigger and more accessible side of the industry – the more practical, fast-paced, good-enough-quality side.

Because guess what? That's where a lot of the money, and jobs, are. And that's also where we need skilled linguists who can work efficiently and effectively.

My concern every time I hear “translation is an art”?

If we keep telling our students that translation is purely an art, we're setting them up for a sad awakening. We risk creating a generation of linguists that will face disillusionment, fear, and uncertainty when they enter the real world of translation. If they ever do.

We need translators who can switch gears – one day crafting a beautiful literary translation, the next churning out quick, effective business content. We need professionals who understand both the artistic and commercial sides of the industry. Or, better, we need two different sets of linguists, with very different skills.

So, next time someone tells me "translation is an art", this is what I am going to say: " Translation can be art. And it can be a poster!".

Quoting Harry Styles: “You know, it’s not the same as it was, as it was…”

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