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Factors Affecting Language Translation
For a marketer aiming for global outreach and deeper penetration of new global customer segments, the English language appears in two distinctive dimensions.
First, the translation of any material into English serves as a common ground before it can be extended to other languages or media. Second, English is a relatively broad and commonly used way of communication in today’s world. The importance of language takes on new proportions if we take into account its role also in official and professional settings.
So for a marketer tasked with the English translation decision, the next big issue is what to look for when onboarding someone who can translate from English to Spanish or, for that matter, do a German to English translation.
For example, German is a language that is made up of many complex terms, origins and contextual foundations. Someone simply trying to match word for word would not be able to do justice to the magnitude and nuances of either language. The challenge becomes even more daunting when the target language is one in which the user expects to understand everything easily and quickly.
Likewise, for someone truly proficient at translating French into English, the task can be equally demanding. A good translator must be familiar with the culture, history and beliefs of the people who speak the two languages.
Any language has its grammar to be approached from an engineering perspective. Basic syntax and vocabulary must be handled with skill. In addition, there is a cultural subtext to pay attention to and the difficult decisions of whether to leave interpretations to the reader’s mind or to explain everything.
Metaphors, phrases, proverbs, humor, etc. are some other tricky points that can cause amateur translators to fail too easily, and often too late for anyone to take corrective action.
However, professional translation services realize the gravity of the task and also emphasize other adjacent areas while converting languages from one form to another.
Semantics, for example, is something that can work quite poorly when not handled well or completely ignored. Similarly, the visual appearance of the text, the phonetic emphasis of various parts, misinterpretations due to poor grammar or cross-cultural alignment can be very costly for some marketers.
Not all translations are normal documents. Some are technical documents such as engineering documents, legal agreements, contracts, financial policies, etc. Translators face different challenges while translating technical documents including: lexical-semantic issues, grammar, syntax, rhetoric, pragmatic and cultural issues. Many of the designs and engineering documents are made by German engineers and have to be translated into English for use by the engineers and even the plant staff.
When it comes to translation fees, many agencies usually charge a single flat fee for European languages. However, technical documents have a higher amount.
This is the job of professional and certified translation service providers. They always have great competence and a firm grasp of the invisible factors when it comes to a language, not just for a language, but for both the source language and the source language. This level of depth, experience and practice is what makes language translation a powerful ingredient in any communication strategy rather than being relegated as a tick in the box. It can be French, it can be German, it can be English, but the message must be clear and fast in a good translation.
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