Translation

By Uzair Adam Imam

Translators, language experts, and advertising practitioners in Northern Nigeria are irritated by shoddy Hausa on billboards, TV and radio stations, with some calling for an end to the practice.

The role of translation is to communicate ideas and messages across the audience. However, as those concerned individuals opined, shoddy translation is doing the opposite.

Beyond the expert communities, poor translation, especially from English to Hausa, is generating outrages in many quarters, especially as native speakers of the Hausa language demand better translation of their language.

A report by The Daily Reality disclosed how the Three Crowns Milk, Taira, and Stanbic IBT, among others, came under attack over poorly translated advertisements from English to Hausa placed on their billboards.

Experts have associated the flagrant flaws of advertising agencies and personnel with unprofessionalism. They said that the practice has grown into a disease which has since been ravaging the translation business in Nigeria.

Authority to blame

There are outrages by the relevant authorities that feel very disappointed by the terrible things in the name translation that continue to unfold these days.

A lecturer at the Department of Nigerian Languages, Bayero University, Kano, Dr. Muhammad Sulaiman, described the situation as unfortunate.

He said the way some people bastardise the translation business, especially English-Hausa translation, despite making a fortune in the business is pathetic.

Dr. Muhammad said, “Some of these people mostly do not bother about such violations but rather the money they are tapping out from the business.

“Even though translation is a profitable business, its knowledge should be considered above the profit. If you don’t have the knowledge, learn it or allow people with the skill to do the business.”

Also, a Kano-based translator, Bello Sagir Imam, decried the menace of quack and unprofessional translation ravaging the translation business today in Nigeria as unfortunate.

Imam, the CEO of English Domain, a translation company, blamed the relevant stakeholders for merely lamenting the menace without taking bold action to address it.

He added that the lack of English-Hausa translation companies in the country exacerbates the menace.

He argued that the loopholes gave space to the quack companies and will continue to bring more and worse translators until the proper measures are taken.

Imam stated, “Failure of the Northern Nigerian relevant stakeholders is an easy and thriving business environment for the quack but well packaged and connected companies mainly based in Lagos and few others in Abuja, but amazingly not in Kano.

“For instance, in the North, with the entire daily complaining razzmatazz, there is no single English-Hausa-English translation company or one where such service is among their services.

“These loopholes birthed the quack companies and will continue to birth more and worse translators until the right measures are executed.”

We need support

Imam further lamented how the lack of support from relevant stakeholders discourages aspiring English-Hausa translators.

He said, “Most stakeholders do not help the aspiring English-Hausa translators despite being Hausa native speakers and linguists, Hausa or English graduates, simply because they don’t have a prior relationship with the helpers.

“For instance, if you are not their student, those in academia will not help you. The journalists will not help you if they don’t know you.

“I feel challenged as a relevant stakeholder to walk the talk, to mitigate the problems and inspire others to wake up from their deep sleep.”

What is the root cause of quack translation?

A communication scholar from the Mass Communication Department, Professor Mainasara Yakubu Kurfi, traced the root of quack translation, shedding light on the impact of a shoddy translation on advertising.

Professor Kurfi said, “If you look at what is happening in advertising industries, you can simply conclude that there is no professionalism – lack of professionalism in the sense that most of the advertising agencies and agents did not undergo practical formal education that will avail them the opportunity to understand what advertising is and what advertising is not, as well as understanding the techniques of advertising in appealing to the public without going into their religion, culture and even norms and practices.

“That is why you see several problems, particularly with billboards and adverts. I remember I did my master’s dissertation on billboards.

“Most of these translators, either from English to Hausa or Hausa to English, are not native speakers. They are generally from Lagos, probably Yoruba by tribe, and they do not really understand the nature of the language of reception – from English to Hausa or from Hausa to English.

“Some of the techniques that you consider in terms of translation they understand, they don’t have knowledge of that.

“Also, you find out that most of these translators are based in Lagos. They are not from Northern Nigeria. Therefore, they don’t understand the language itself.

“And we do not have many advertising agencies here in Kano that will now take cognisance of those traditions and norms. Therefore, it is not surprising to see this kind of problem.

Native speakers must key in the advertisement

Professor Kurfi said that to tame the menace of native speakers, in this sense, typical Hausa/Fulani must key into the advertisement business.

He said, “The only way forward is to allow our people to enter the advertising industry. I don’t know why our people, particularly typical Hausa Fulani, are running away from advertising. Let our people be into advertising.

“Let them understand the techniques and practice of advertising, the procedures, the rules and regulations governing advertising, in the print media, in the broadcast media, even on the online media platforms, as well as billboards and adverts.

“When they understand that, you discover these problems will undoubtedly be minimal. They will be contracted to translate from English to Hausa or From Hausa to English.

“Another way out is to let our people, particularly the graduates of mass communication, establish independent advertising agencies responsible for all this kind of advert placement in the media organisations. 

“But when our people are running away, the advertising agencies or the producers or manufacturers have no option but to contract the service of the people from the southern part of Nigeria – and this is why you see all these kinds of problems happening.”

It’s posing a serious challenge to us – APCON 

The President of the Advertising Practitioners of Northern Nigeria, Sammani Ishaq, lamented the rising number of cases of poor translation.

He said that Advertising Practitioners have been working to end the problem over the years.

Sammani Ishaq said shoddy Hausa translations usually affect the persuasive aspect known for advertising and that consumers patronise the product out of desperation, not because they are being persuaded.

He said, “This is a serious issue we have been trying to address over the years. In doing so, we held many meetings and organised different programs. We even formed a forum we named Advertising Practitioners of Northern Nigeria.

“The issue is beyond imagination because most advertisers are from the southern part of the country and are either Igbo or Yoruba. It was not for ten years that northerners started advertising businesses. And, up till now, the advertising agencies are not numbered to ten.

“And what they mostly do is to hire their friends from southern Kaduna, who do not fully understand the language, let alone translate it correctly, or people who have served or had been in the north for a while.

“For this reason, the translators are not even Hausa and don’t fully understand the language. So, they usually hire people from southern Kaduna or those who have served in the north for translation.

“And, sometimes, even in the north, people mostly hire Kannywood or Nollywood actors and actresses for advertising. These people are unprofessional and lack the basis of advertisement. Hence, people purchase products not because they are persuaded to but only because the product has become necessary for them to buy.

We will deal with unregistered advertising agencies

Sammani also threatened that any unregistered advertising agency caught would be dragged before the court to face the music.

He stated, “And for this reason, APCON provided a law signed by the former president of Nigeria, Muhammadu Buhari, before he left office on May 16, 2023. The law stated that any unregistered advertising practitioner caught practising advertising must be dealt with.”

By Bilyamin Abdulmumin

Days ago, a picture of a beer advert on a bus with the caption: “ba barasa a cikin wannan giyar” dramatically attracted public attention. First, it appears the translation was outright flawed. The English direct translation may read thus: the alcohol doesn’t intoxicate.

Every native or one conversant with Hausa would find it difficult to wrap his head around this Hausa translation. So, some think it was out of the sheer cheap labour that the South African wine industry relied on the online translator to land them into the translation comatose. It might also be the usual case of giving the advert to the wrong agent or hiring a non-native to advertise the product.

Forget it; even if you are a professor in a particular language but happen to be not native or brought up in that typical language culture you will end up harming the advert than promoting it. One such advert that went wrong recently was that of one famous company, which read: “ko wanne zubawa, muhimmanci da ya wuce gwaji”. The equivalent English version read, “Every drop treasure beyond measure” What a rape to language!

As promoters of products, one can never dare associate the advert with alcohol in Hausa or any Islamic land; else, the result will be a mass exodus from the product. The brewing companies are still recuperating from the wound their Maltina product suffered because the same company is producing it as beer.

One factor that even fans the fire of controversy is that alcohol, beer/wine, and intoxicants are used interchangeably as the same thing: giya/barasa. So it becomes meaningless to try to separate one from another: that is to say, the beer contains no alcohol, alcohol is not intoxicated, or the alcohol is non-drunken. In the Hausa language, as long as it is alcohol there is nowhere to turn around.

Notwithstanding, are alcohol, ethanol, beer/wine, and intoxicants the same or different?

Alcohol is a general term referring to any organic compounds with OH functional groups. Therefore, any organic chemical with -OH in its makeup is alcohol. Examples of alcohol (alkane series) are methanol, ethanol, propanol, butanol, and the list goes on…. Alcohol has been a subject of controversy, no thanks to one of its family members: ethanol.

This controversial member: ethanol, is composed of two carbon, six hydrogens, and one oxygen; because of the presence of OH (hydrogen bonding) in its makeup, ethanol enjoys a wide range of applications. It is next to water as a global solvent. In addition, where water fails in industrial application, ethanol as an organic chemical (with carbon in its makeup) swoops in.

The industries where ethanol easily finds its way include Pharmaceuticals, several medicines you can’t do without today owe themselves to ethanol; Paint Industry, where your favourite paint can’t exist without ethanol; Fragrances, ethanol, not water is the solvent for making many perfumes; the Medicinal Properties, ethanol is a death sentence to microorganisms so when next used sanitiser, know that ethanol is that potent content; Bakery Industries, yeast is used in the bakery to give the bread desired quality as a result of ethanol and carbon dioxide as a by-product; Electrical Repair, ethanol is used as spirit, take your gadget for repairs they use ethanol for cleaning; Oil and Gas, perhaps the most economical part of ethanol use is when employing as fuel, depending on the purity, ethanol can be used as complement or substitution to transportation fuel (PMS); Brewing Industry, now the most controversial part of ethanol is when used as a drink, such as beer or wine. In beer, starch, e.g. corn or maize starch, is acted upon by appropriate enzymes and yeast industrially to produce beer. In a similar passion, fruit instead of starch is used in winemaking. Ethanol in brewing is the most dominant public knowledge, so it has become synonymous with alcohol (even among native English speakers).

The beer and wine produced conventionally contain up to 15 per cent of ethanol. This percentage is quite enough to intoxicate the drinker. Islam has outrightly forbidden taking intoxicants, such as beer and wine. The consequence for the global brewing industries is that they can only bite their fingers to watch a market of a staggering 1.5 billion people impossible to penetrate. So this became the mystery brewing industry struggled to crack. They finally get a catch.

Because the prohibition in Islam said intoxicants, so by this view, the brewing industries can design beer and wines that contain quantities of ethanol that is not enough to intoxicate a drinker, making beer and wine halal. Some Islamic countries like Malaysia have already nodded to this explanation by setting 1 % ethanol as a limit. Perhaps this was the intention of the South African wine advert on the bus.

On the other hand, the ethanol prevalence is more than what we could imagine; we are as indispensable as ethanol is concerned. Because the enzymes, yeast, and starch/sugar necessary to make ethanol are ubiquitous and, by extension, the ethanol itself. The cups, plates, our hands, and system you are using currently to read this article are a community of microorganisms; among them are the saccharifying enzymes and yeast. So with food readily available in the form of rice (rice), kunu, zobo, pieces of bread, fruits, etc., the right contact is just required to get the ethanol. Fura is the breeding ground for ethanol. The longer the “fura da nono” takes (without refrigeration), the higher the quantity of ethanol will be in it. But this passive ethanol prevalence is non-intentional.

Bilyamin Abdulmumin is a Public Affairs commentator and a Doctoral candidate at the Department of Chemical Engineering, ABU Zaria.

By Muhammadu Sabiu 
 
FrieslandCampina, a multinational dairy producer of the famous Three Crowns Milk and many others, has come under fire over the wrong translation of a billboard advertisement from English to Hausa.
 
Many Hausa-speaking social media users, particularly on Facebook, have taken it to their handles to criticise the company for the unprofessional translation of the advertisement.
 
Several of them attributed the error to Campina’s unwillingness to hire professional Hausa translators, adding that it might have been a work of a machine translation.

Attaching pictures to his post about the advertisement, a Facebooker named Aliyu M. Ahmad wrote: “Have you seen the work of ‘Google Translate’?
 
“This is done as if we don’t have Hausa brand designers.
 
“Please, somebody should translate it into standard Hausa.”
 
Another one, Ashir, posted, “Three Crown[s], you’ve raped the Hausa language.”
 
The Daily Reality has gone through social media pages belonging to the company but has not seen any responses to the criticism yet. They were not reachable for a reaction either.

In the past, many Hausa social media users complained about similarly terrible translations seen on billboards adverting one or another product in northern Nigeria.

Others called on the Advertising Practitioners Council of Nigeria (APCON) to intervene. However, The Daily Reality has not seen such an intervention from the council as during this report.
 
 

By Prof. Yakuri Azare

I followed the entire debacle that lasted slightly over five hours with the attendant result from the moderator, Professor Salisu Shehu. It was thorough and the laid down procedural regulations were apt and full. I don’t intend to review what happened there; I intend to explain a phenomenon I viewed to have made Abduljabbar slipped. The entire dispute revolves around the concept of translation, which is seen as a primary machine that allows us to decipher messages encoded in another language. The whole concept of understanding religious principles is encapsulated in its translation into the language we fully understand. For any text to be wholly deciphered, there has to be suitable communicative translation and faithful in some instances—failure of translation results in catastrophe. As we often tell our students, a slight mistake in translation could trigger unrest. The case of Abduljabbar is one pointer.

Sacred texts should be translated with the uttermost caution to avoid pitfalls and possible uproar. Therefore, aspects of semantic addition and omission are not so much at the liberty of the translator. Of course, the translation author can be – and is – allowed to make additions or omissions, where necessary, to press meaning to the audience; however, in the case of sacred texts (mostly religious documents), such liberties are highly restricted. 

Overall, the whole saga was about Abduljabbar making unsubstantiated claims about certain prophetic traditions, which he claimed were mistakes by some of the finest scholars that history can never forget. He attributed certain heavy libellous statements to these scholars. Abduljabbar often reads the Arabic rendition with subsequent translation and exegesis of the tradition. This is a usual trend by all Ulamas intending to communicate across people of diverse linguistic backgrounds. What is worthy of noting here is how the original message is rendered and transmitted into the receptor language, in this case, Hausa.

Almost throughout the debate, there was a conspicuous absence of direct utterances of Abduljabbar in the original Hadith. This narrows down the accusing finger to Abduljabbar. No amount of denial or persistent argument would absolve him from the shackles of law and accusations. The exegesis cum translations here are, therefore, the root cause. Cultural nuances are essential to issues worthy of consideration when translating, as diverse cultures have varying ways of apportioning meaning to certain utterances. Abduljabbar was, quite evidently, never considerate of such slippery edges. Instead, he translated, explained and attributed conclusions to statements entirely out of context in the bid to attain heroism, demonstrate a more profound or better understanding of the scriptures.

Adding so much into translation in most instances has the tendency of making meaning obscure and or vague. Sacred texts are not only carefully knitted but are sometimes seen as dogmatic. In other words, religious texts express what they appear to have said. Making unnecessary additions may result in meaning change. Abduljabbar was attacked based on his utterances throughout, and in all the challenges posed to him, the central question is, where did you see this or that. Wrong translation understandably played a key role. In one such case, the moderator drew his attention to the contextual meaning and differences between “Haajaa and Shahawaa“. He explained that the former could not be given the contextual meaning of the latter. Each has its way of being expressed to denote what is intended.

Thus, between Hausa and Arabic, some cultural differences arise in how they attach meanings to ideas, subjects and so on; nonetheless, Abduljabbar was not so keen on that. Instead, he occupies the Arabic messages with haphazard translations that devour our cultural and religious context and, often, sensibilities. Both in our religion and culture, the place of the Prophet (SAW) is sacred, secure and untouchable. Therefore, making and creating controversial statements to his person is not only wrong but blasphemous. All the traditions cited by Abduljabbar and the other clerics, there was no one place, and I mean one place, that equates the heavy words of Abduljabbar in his Hausa explanation.

The central point here is, wrong and mismanaged translation played a significant role in this saga. It suffices to say, “Translation is a serious business and is not haphazardly done.” Understand, and master its art before engaging in it. Be vast in the cultural nuances of both languages, and understand that pragmatics is key to assigning meaning to words in certain situations. Also, know that sacred texts do not go with our whimsical preferences. Additions or omissions are made with caution to avoid slippery edges.

May Allah guide us always. May peace and blessings be on our most revered Prophet.

Prof. Yakubu Magaji Azare wrote from Bayero University, Kano. He can be reached via ymazare@yahoo.com.