Translating marketing collateral
In an increasingly globalised and borderless world, communicating your global message to local markets is more important than ever. Website localisation and translating marketing collateral is one of the biggest challenges facing any company which wishes to expand its sales outside its domestic market.
The quality of your translated content — whether in your webpage, corporate materials or legal contracts — speaks volumes for your own commitment to quality and respect for local cultures. It is fundamental that your web presence responds to linguistic differences. The assumption that ‘everyone speaks English’ will in all probability end up losing you business.
Unlike more technical translations accuracy is secondary to the flow and feeling of a marketing translation. We strive to reproduce the sense of your text, adapted to the market it is intended for.
An all-too-common translation pitfall is to slip into what we call ‘translationese’. With some kinds of documentation, generally of a more technical nature, accuracy to the original is essential; when it comes to marketing collateral, however, it is fundamentally important to produce a text which reads as if it were written by a native speaker. ‘Translationese’ is when you sacrifice this clarity in order to reproduce the meaning of the original, and end up with something which is probably grammatically correct, but phrased in a way that a native speaker would never use.
One small example illustrates this principle. In conversation, a native of the USA would always say that something cost ‘one-fifty’, but never that it cost ‘one-dollar-fifty-cents’. Now, the second option is perfectly correct, it is just totally unidiomatic. This is the sort of ‘mistake’ which an inadequate or inexperienced (or non-native) translator won’t notice, but any native speaker will recognise as a translation – classic translationese!
For this and other reasons, at Quicksilver we invariably use translators who are native speakers of the target language. In addition, during the final stage of our review process, translations are evaluated on their own merits; that is, without comparing them to the source text. Having been edited thoroughly for accuracy, we check that all translations are phrased in a way that a native speaker would use.
Our team of qualified, experienced and specialised translators, combined with our stringent review process, guarantee the highest possible quality of translation, in terms of both accuracy and appropriateness to a given market.