I spent the months of March, April, May wrestling with a book that will be my horror until the end of time.
Consumer.ology by Philip Graves.
I think I was fooled by its funky title when I agreed to translate it. (I was also fooled by the purple prose. I think when I read it before I accepted it, I was reading it on autopilot mode, so the book superficially appeared to be interesting.) I regretted it for a whole three months.
The book on the surface was supposed to be about consumer behaviour, which to be honest wasn't a subject that came to me easily when I did it at university. I actually got a decent mark in it but it was hard. But I thought I'd at least have some background on it and would be able to do it, though it might be a little harder than Brand New World.
Oh boy, I was wrong. The basic gist of the book is: market research is popular, but it doesn't work, because people don't know what they want and they say one thing but want something else. Sounded simple enough, except that the book was laced with about 80% pure, academic psychology, which, let's just say, I don't have enough background to even understand in English. But that actually wasn't the problem.
The problem was that this book just read like a very, very long piece of discouragement. The author went on and on and on about how market research is faulty, lists reasons a, b, c about why market research is terrible, based on these x, y, z theories of psychology, but doesn't tell you what the alternative to it is. It was extremely repetitive, like someone took a hammer and was beating the message into my head. There came a point in the book where I literally banged my head down on the keyboard and wanted to scream, "Fine, I get it, market research sucks! Now tell me what to do differently!"
And I've finished the book, but I still don't know what the alternative is.
Actually, no, I do. The author says that instead of asking people (market research) what they want, you should see (observe) what people do and base your market decisions on that. Except that when he finally got to this alternative method, it was like he ran out of steam, having spent 200 pages talking about how faulty the talking method is. So he sort of waffles through a couple of examples of the observation method and say that this is the best method.
Except I have a feeling the author rather misses the point of the whole concept of market research in the first place. He defines market research (very narrowly) as going around talking to people and having people telling you what they want. Then he spends the whole book shooting it down, saying this is horrible. Yet his alternative is just another aspect of market research. I thought the idea was rather obvious. Of course you can't base your decisions on what people say alone, you have to observe what they do.
I don't think any undergrad student who took MARK2012 (Marketing Research) at my university really thought that the company we did our research project for should definitely sell rainbow lollies because a bunch of UNSW students who came to our focus groups say so. Even applied to real life, isn't it rather obvious that yes, people do change their mind, and yes, if people are in a focus group being filmed, they're going to act not themselves, so you shouldn't take everything they say at face value? (That's his entire argument against market research, basically.)
So I guess in the end, I just don't know what the point of the book was. It was rather like proving the obvious, yet in a very long-winded, discouraging, repetitive manner.
It didn't help the translation process that I wasn't convinced by many of the author's arguments in the first place, and his writing style was...weird. It was like reading an academic piece of Conrad (I can't stand Joseph Conrad's writing style.) My editor wasn't too fond of this book either so I'm not sure what state it will be in when it finally hit the printers. I have a feeling it'll be a lot shorter.
PS: I have absolutely no idea why my ISP has decided to block the domain blogspot.com. I have to use a proxy to actually view blogspot. How fun.
Showing posts with label translation. Show all posts
Showing posts with label translation. Show all posts
I'm going to be published!
Well, not really me, per se.
So last year, a friend introduced me to a book editor at a publishing house in Ho Chi Minh City and the editor asked me to translate a book for them from English to Vietnamese. The book? Brand New World by Max Lenderman.
Whilst it is a very very interesting book about marketing in BRIC countries, this post is more to talk about the art of translation in general.
I have just received the final edit of the translated book and it's due to be published at the end of this month. Let me tell you, there's something about seeing your name on a book, even as just the translator, that is just...I can't describe it. I was literally jumping up and down. Thankfully I took the day off and wasn't at work because I wouldn't be able to concentrate on work after receiving that. (My taking two days off work had nothing to do with the book).
Of course I knew that it was going to be published sooner or later (they paid me, after all) and that I translated it, but it wasn't until you see the actual page, with the book's name and your name on the same page, that it really starts to sink it. I can't wait to have the actual book in my hand though.
Anyway, I'm looking at the pdf of this book. It's 328 pages in full, with cover pages and end notes which I did not translate, but for this book I did translate about 280 pages, which now when I'm looking at all of it one place, I'm sort of in disbelief. I'm even more in disbelief reading back at it, because I don't remember writing any of these words but nonetheless, the words are here on the page. The unfamiliarness wasn't due to the edits, most of it was actually my words when I compared to my manuscript. I swear I'm reading it, and the first chapter sounds familiar but that's because I agonised so much over it but then as I go on, I start reading it as if a book someone else had written and translated, that I was reading this for the first time. Which is weird because at the back of my mind I knew I translated it but it doesn't feel like it. I think it's partly because the actual original words and the ideas behind the words weren't mine to begin with, so it doesn't feel I'm reading myself.
The only problem with actually having translated a book is that for a while you go a bit funny and read everything with the intent to translate it. I was reading a translation of Eat, Pray, Love and I kept translating it back into English from Vietnamese. But that's partly because the translation wasn't that great to begin with and it distracted me (I don't mean I am by any means a perfect translator, but this particular translation of Eat, Pray, Love wasn't to my style. Then again maybe that's just the original book itself). Then I watched the movie and was bored and so right now it doesn't look like I'm going to be finishing the book.
Back to translation. Now that I look back at it, my whole "career" in translation is rather scary, mostly because I'm totally making things up as I go and I'm not remotely qualified to do it; I still feel like I have no business translating a book that is going to actually be published. The most obvious reason for that is that my Vietnamese isn't even that good to begin with. I went to Vietnamese school for exactly 3 years of my life and the rest of it was spent in English-speaking schools and university with very limited expose to learning Vietnamese as a language. My grasp of vocabulary is woefully limited and when it comes to marketing lingo? I swear I looked up every single marketing term on the internet for the Vietnamese translation. And yet it was because I had so lost touch with Vietnamese in my education that prompted me to get into translation in the first place.
It started when in my first year of university in Australia, having too much time on my hand and in an environment with too little opportunity to use Vietnamese and I was afraid that after three years here, my Vietnamese would be even worst than it already it. At the time, for reasons now unknown to me, I was member of an online forum about movies and they were starting a group who would translate movie news from English into Vietnamese. I joined. I totally didn't intend to stay there for the whole three years of university. The circumstances in which I left the group and the forum wasn't the most...cordial, shall we say, but looking back, I can't help but be grateful for that time because as useless as it sounded, spending all that time online, I learned so much and met some people who are now really close friends (including said friend who introduced me to said book editor who offered me said book :P). So yes, I went to translating gossip news about Lindsay Lohan's DUI cases to translating a book, but hey, you had to start somewhere, right?
So last year, a friend introduced me to a book editor at a publishing house in Ho Chi Minh City and the editor asked me to translate a book for them from English to Vietnamese. The book? Brand New World by Max Lenderman.
Whilst it is a very very interesting book about marketing in BRIC countries, this post is more to talk about the art of translation in general.
I have just received the final edit of the translated book and it's due to be published at the end of this month. Let me tell you, there's something about seeing your name on a book, even as just the translator, that is just...I can't describe it. I was literally jumping up and down. Thankfully I took the day off and wasn't at work because I wouldn't be able to concentrate on work after receiving that. (My taking two days off work had nothing to do with the book).
Of course I knew that it was going to be published sooner or later (they paid me, after all) and that I translated it, but it wasn't until you see the actual page, with the book's name and your name on the same page, that it really starts to sink it. I can't wait to have the actual book in my hand though.
Frontispiece
Anyway, I'm looking at the pdf of this book. It's 328 pages in full, with cover pages and end notes which I did not translate, but for this book I did translate about 280 pages, which now when I'm looking at all of it one place, I'm sort of in disbelief. I'm even more in disbelief reading back at it, because I don't remember writing any of these words but nonetheless, the words are here on the page. The unfamiliarness wasn't due to the edits, most of it was actually my words when I compared to my manuscript. I swear I'm reading it, and the first chapter sounds familiar but that's because I agonised so much over it but then as I go on, I start reading it as if a book someone else had written and translated, that I was reading this for the first time. Which is weird because at the back of my mind I knew I translated it but it doesn't feel like it. I think it's partly because the actual original words and the ideas behind the words weren't mine to begin with, so it doesn't feel I'm reading myself.
The only problem with actually having translated a book is that for a while you go a bit funny and read everything with the intent to translate it. I was reading a translation of Eat, Pray, Love and I kept translating it back into English from Vietnamese. But that's partly because the translation wasn't that great to begin with and it distracted me (I don't mean I am by any means a perfect translator, but this particular translation of Eat, Pray, Love wasn't to my style. Then again maybe that's just the original book itself). Then I watched the movie and was bored and so right now it doesn't look like I'm going to be finishing the book.
Back to translation. Now that I look back at it, my whole "career" in translation is rather scary, mostly because I'm totally making things up as I go and I'm not remotely qualified to do it; I still feel like I have no business translating a book that is going to actually be published. The most obvious reason for that is that my Vietnamese isn't even that good to begin with. I went to Vietnamese school for exactly 3 years of my life and the rest of it was spent in English-speaking schools and university with very limited expose to learning Vietnamese as a language. My grasp of vocabulary is woefully limited and when it comes to marketing lingo? I swear I looked up every single marketing term on the internet for the Vietnamese translation. And yet it was because I had so lost touch with Vietnamese in my education that prompted me to get into translation in the first place.
It started when in my first year of university in Australia, having too much time on my hand and in an environment with too little opportunity to use Vietnamese and I was afraid that after three years here, my Vietnamese would be even worst than it already it. At the time, for reasons now unknown to me, I was member of an online forum about movies and they were starting a group who would translate movie news from English into Vietnamese. I joined. I totally didn't intend to stay there for the whole three years of university. The circumstances in which I left the group and the forum wasn't the most...cordial, shall we say, but looking back, I can't help but be grateful for that time because as useless as it sounded, spending all that time online, I learned so much and met some people who are now really close friends (including said friend who introduced me to said book editor who offered me said book :P). So yes, I went to translating gossip news about Lindsay Lohan's DUI cases to translating a book, but hey, you had to start somewhere, right?
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