In advertising and journalism, it is not only the message itself that is important, but also the way in which it is put across. Subtle nuances are critical and should therefore be reproduced in the target language. However, this is often not as easy as it sounds.
Good advertising and journalism often use a range of stylistic devices which strongly depend on the culture of the respective country. A 1-to-1 translation will usually fail in this respect.
Many plays on words cannot be directly translated into the foreign language. References to social and cultural experiences (sporting events, folk heroes, fairytale figures, TV series etc.) will only be understood in the countries where they are familiar. German humour, for example, is totally different from English humour.
The translator must therefore be able to reproduce the nuances of the source text in the target language in such a way that the translation remains true to the original.
He must also feel at home with the culture of the target country – this means he or she must be a native speaker. The translator also needs to be familiar with stylistic devices used by journalists and advertising copywriters besides having a marked sense of style of his own. This ensures you will receive persuasive translations of presentations, press releases, brochures, catalogues, market research results and many others.
These standards have attracted renowned media companies and advertising agencies to our client base.
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