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Factors Affecting Language Translation
For a marketer aiming for global reach and deeper penetration of new global customer segments, the English language appears in two distinct dimensions.
First, the translation of any document into English serves as a middle ground before it can be extended to other languages or mediums. Secondly, English happens to be a relatively extensive and commonly used mode of communication in today’s world. The importance of language takes on new proportions if we also consider its role in official and professional scenarios.
So for a marketer tasked with making the English translation decision, the next big thing is what to look for when onboarding someone who can translate from English to Spanish or moreover undertake a translation from German into English.
For example, German is a language made up of many complex terms, origins and contextual underpinnings. Someone simply trying to match word for word wouldn’t be able to do justice to the breadth and nuance of either language. The challenge becomes all the greater when the target language is one where the user expects to understand everything easily and quickly.
Likewise, for someone who really masters French to English translation, the task can become just as demanding. A good translator must know the culture, history and beliefs of people who speak both languages.
Every language has its own grammar to be tackled from a technical point of view. Basic syntax and vocabulary must be handled with dexterity. To top it off, there’s a cultural subtext to pay attention to and the tough decisions of whether to leave the interpretations in the reader’s mind or spell it all out.
Metaphors, phrases, proverbs, humor, etc. are other fine 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 fields while converting languages from one form to another.
Semantics, for example, is something that can go wrong when not handled well or completely ignored. Similarly, the visual appearance of 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 when translating technical documents, including: lexico-semantic issues, grammar, syntax, rhetoric, pragmatic and cultural issues. Many engineering designs and documents are made by German engineers and need to be translated into English for use by engineers and even shop personnel.
When it comes to translation rates, many agencies usually charge a single all-inclusive rate for European languages. However, technical documents are charged more.
This is the job of professional and certified translation service providers. They always have a good command and a solid command of the invisible factors when it comes to a language, not just for a language, but for the target language and the source language. This level of depth, expertise and practice is what makes translation a powerful ingredient of any communications strategy instead of being relegated to a tick in the box. It can be French, it can be German, it can be English – but the message has to come across clearly and quickly in a good translation.
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