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Translating – if it's not done right – can be a risky business.
As well as words that have multiple meanings, there are also cultural connotations with certain phrases that can have an adverse effect on the message you're trying to communicate. Similarly, there's the risk that your intended meaning will be lost if you attempt to directly translate from one language to another, as the task is rarely a simple case of swapping words from the mother tongue into its target equivalent, or vice-versa. Read More
Due to sometimes significant cultural differences between users of different languages, most kinds of advertising or marketing related translation can be relatively difficult. Successful advertising translations, not only conveys the information of the original, but also takes into account whether the translation will have the same, or similar, intended effect on the audience.
In other words, advertising translation requires a process which includes the re-creation or ‘transcreation’ of the advertisement in the target language. This requires a thorough understanding of the meaning and the itnent of the source material.
Transcreation
Translating marketing and advertising material will require the skills of a linguist who can ‘think outside the box’. By not sticking too rigidly to the original material the translator should be able to produce a translation which has the same intended effect and message, though in a slightly different ‘package’.
Slogans, introductory text, word play, puns and idiom are nearly impossible to translate accurately and comprehensively. Thus it may be necessary for the translator to select something which has more of a local cultural flavor.
At Rosetta Translation Shanghai we use translators who have excellent creative skills, as well as writing, analytical and cultural abilities. Having a strong background in the target culture will enable them to make the most effective word choices.
Before starting the translation, there will be a careful analysis of the text, in order to gain a targeted understanding of the material, information contained therein, and the message that needs to be conveyed to customers.
Localized message
Based on our many years of experience in translation and comparative studies, we are able to ensure that when marketing or advertising text is translated from one language into another language and introduced into the target culture language and cultural characteristics are present, and the original message is maintained.
At Rosetta Translation we place particular emphasis on a “localized” approach. Our translation projects are only given to our experienced, native speaking translators.
With our strong team of linguists with varying fields of expertise we can fit your material to the right person for the job.
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