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Date Created: 12/20/15
PROFESSIONAL TRANSLATION SPEAKS FOR ITSELF Electronic Translation Just Does Not Compute In the fast-paced and interconnected world of e-commerce and digital window-shopping, precision is key. It’s easy to believe that such exact measures apply to pricing strategies alone, but the real value in rigorous standards runs much deeper. When a potential customer is bolting through cyberspace at a rate of knots, it’s the little things that count – and that means that if you’re communicating with your audience in a foreign language, everything needs to read fluidly and potently. If you’ve ever used free, automated translation services to reach a new market, you’re at huge risk of damaging your business’ reputation both immediately and in the long-term. Language isn’t an algorithm that you can program, and your customers can tell the difference between a machine’s best guess and a real person - with an understanding of culture and linguistics - finding the tone of your message and carrying it across language barriers. And if they feel like something’s wrong, they won’t stick around for long. Using professional translators proves to your customers that you care about their experience, and it eliminates the possibility that you’ll offend them. It’s not just small companies that are susceptible to huge translation mistakes; some of the biggest global brands have alienated certain sections of their audience with a linguistic faux pas. Braniff Airlines translated “Fly in leather” (a reference to their new first-class seats) into Spanish as “Vuela en cuero” – awfully close in a Central American dialect to “Vuela en cueros”: “Fly naked.” It’s proof that you can never be careful enough when it comes to communicating with your clientele. The success of any international brand is dependent on the trust it holds in its various locales, and inaccurate and awkward translations can set you back a long way, for a long time. There’s absolutely no substitute for a fluent professional translator who understands the language – so don’t settle for less. All market leaders in the translation space agree that there is no substitute for professional translation as by doing so the smaller issues like missing out language specific problems are eradicated. If we were to translate English to French we would need to be absolutely sure that the words in German have a similar meaning in that language rather than a specific, exact meaning. The exact meaning is often not
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