“The Voice of Interpreters and Translators”

When the new ATA tagline (“The Voice of Interpreters and Translators”) was unveiled during the annual meeting of all voting members, I wrote in my notebook “consider me underwhelmed”.

According to the ATA October 2011 newsbrief, the tagline

would help both clients and the public understand what interpreters and translators do [...] In just six words, it sends the message that linguists are all about communication, about giving "voice" to information, ideas, and culture.

If that is the purpose of the tagline, it does not succeed: worded as it is, it says instead that the ATA speaks for translators and interpreters, but it gives to the public no information about what translators and interpreters actually do.