translations for a flat planet

in today’s world of communication, there are no frontiers. the earth is flat. if you are selling a product or service across the globe, potential customers must be able to read about it in their native language. whether it’s a website, a brochure or a press release, a quality translation will help you to capture hearts and minds. while the translated word may be black and white, the devil is in the detail. which is why it pays to get it right.

translation is not just about rendering words in another language. the final text must be “localized” to suit the particular audience and its cultural conventions. words, phrases and constructions in one language may have no direct equivalent in the other. fluency in both languages, knowledge of the associated cultures and creativity must all be applied to deliver the intended message to the target readership.

from technical manuals and magazine articles to a carefully worded advertisement tagline, each demands a different approach from the translator. however, the underlying principle remains the same: the information in the source language must be effectively conveyed in the target language.