The world is growing increasingly more interconnected. Those new connections take on a variety of forms – owing, least not, to cheaper and faster ways of travelling, global trade and, of course, the internet. These physical and electronic connections bring greater opportunities, but also many challenges. These opportunities include being able to collaborate with people on the other side of the globe, maintain flexible living and working conditions, share ideas and innovations, touch and inspire a worldwide audience and develop trade relations unbound by borders.
Communication, however, is more than simply being physically or electronically connected. Fully fledged communication needs linguistic connection – semantic connection, cultural connection, emotional connection and personal connection.
Making the most of new-found opportunities in an interconnected world means leveraging language capital – producing language that can be fully understood by your audience, partners and customers.
Language is linked to identity, history and culture. Speaking to a person in his or her language is more than using a codified system of words, but understanding the cultural and historical context behind those words. Being able to speak a language means being able to understand what the words of that language mean to the native speakers of that language.
As a native English speaker and experienced translator, I command a level of cultural and linguistic knowledge which allows me to meticulously navigate the linguistic landscape of British English and avoid various pitfalls and traps. This knowledge takes on a form of intuition for the ‘native speaker’. Knowing what areas of a language to use and avoid is important if you want to draw an audience and not alienate it.
Localising language content is also important for building a rapport or personal connection with your audience. Avoiding offence is one thing, but it’s yet an altogether different matter trying to ‘connect’ with your audience on a cultural and personal level. For example, people are more likely to buy from companies they think are local than faceless multi-national companies. Here it’s crucial to use language that will have maximum resonance with the audience.
It’s for these reasons that professionals may sometimes have to consider ‘transcreation’ rather than translation in areas of marketing and advertising. The ‘translated’ text will have significant differences to the original. This more ‘creative translation’ seeks to convey the message from one language in another language while preserving the same degree of salience. Of course, the degree of localisation will depend on your requirements and purposes.
As a native English translator, I can help facilitate effective communication between you and your English-speaking target audience. Email me today to request a quote.
Revision & proofreading
All my translations include a revision stage for quality assurance purposes and to ensure that you receive a polished text.
However, you may have a text of your own in English that requires finishing touches and an extra polish to be published in a journal, or a magazine or reports. Allow me to lend you a hand.
The revision process will involve ensuring your written English has perfect structure, grammar, vocabulary and consistency throughout. It may be possible to spot foreign-language interference, such as literal translations from your language or stilted word order that may sound unnatural in English. I’ll polish up the prose and make it flow for you.
I can also offer revision services for translators who wish to polish up their texts before forwarding them to important clients or who require a second set of eyes to verify accuracy of their translated material.
In some cases it’s just a matter of revising to remove typos and other minor errors (i.e. proofreading a text). However, unless you’re a native speaker of English, then it’s probably a revision that you need, as all editing naturally includes proofreading.
Fields of specialisation
Marketing, at its best, combines technical accuracy and creative style for maximum effect.
Quality marketing copy will be that which both reflects your needs and is appropriate in form for the target audience. It will be important for you to communicate the purpose of your original copy and any ad hoc requirements. The translator will ‘recreate’ the copy in a way which most resonates with the audience in the target language. Here, the translator’s familiarity with the target culture, in-depth knowledge of the target language and research skills play a key role.
Transcreation is often the best approach as it reproduces the effect and purpose of the original copy. Where more ‘literal’ translation may prove ineffective or unsuitable, transcreation yields appealing or persuasive content in a way that is in line with brand character and local sensibilities (i.e. thoughtfully rendering humour, metaphors, puns, idioms, imagery, colours and loaded words). Transcreation will thus be used in all marketing translation to varying degrees.
In the case of online content, search engine optimisation strategies may also be employed. These will aim to draw high volumes of internet traffic to your sites and platforms. This will mean optimising webpages for enhanced visibility (including such elements as URLs, title tags, meta descriptions and alt tags) and carefully selecting the most appropriate words and phrases to convey your message.
Translation is essentially a balance of art and science, influenced by both theory and practice. Technical translation likewise applies the linguistic features as well as the aesthetic features of translation. At its core, it is technical communication – a means to convey scientific, engineering, or other technical information.
I ensure that technical communication goes beyond technical accuracy in producing content which is also interesting, appealing, engaging and readable.
The translation will generally be tailored to specific audiences, such as consumers or users. Deliverables will typically come in such forms as: user manuals, training guides, specifications, online help sections or even content for industrial videos.
Energy sources are becoming increasingly more diverse as the rate of technological change continues to grow. The world’s gamut of energy sources is already making more room for renewables. The future of energy will be characterised by a more diverse portfolio of energy sources, inevitably curbing the use of traditional fossil fuels or reducing their market share in the not-so-distant future. For instance, onshore wind energy in the UK has already become cheaper than electricity from any other source.
In the oil and gas sector, developments in horizontal drilling and hydraulic fracking in the last decade alone have also opened up new untapped and hitherto unreachable stores of natural oil and gas.
Whether it be renewables or fossil fuels, household efficiency or industrial-scale production, I can provide you with quality informed translation for a variety of purposes and to keep pace with the curve of change.
My keen interests also extend to the chemical industry. From biological chemistry and pharmaceutics, to grand scale petrochemical plants, electronics and transport, chemistry encompasses every area of our lives. It is this remarkable relevance that makes translating for the chemical industry so rewarding and meaningful.
In this age, beset by ecological threats and environmental challenges, it is imperative that peoples of all nations and languages are able to collaborate and cooperate on environmental issues.
Environmental content will serve to inform, inspire, persuade and coordinate audiences. The subjects and purposes can be just as varied as our wildlife is diverse. Content may relate to such areas as public awareness campaigns, energy sources, power generation, conservation measures and environmental policy.