Languages are not barriers, they are bridges…
The art of translation is a craft that develops from a deep understanding of the written word. Translating does not consist on substituting words in a source language with the corresponding ones in a target language. The meaning of the text is what translation captures.
Furthermore, the meaning of the message might be conditioned by cultural influences and the translator is responsible for stripping the meaning to its core and redressing it with the correspondent cultural tone of the target audience. This process needs to be done in an objective way since the translator is not the originator of the idea, but simply the messenger.
What is transcreation?
Today’s commercial globalization requires the capacity to communicate messages, not only in different languages, but also adjusted to different cultures. Hence the need for transcreation. Companies need to adapt their context to the variety of their audience and consumers, since the internet has allowed information to reach places previously considered remote.
Nowadays, translators play a fundamental role in the international development of commercial companies and global organizations. This role is characterized by the use of different languages, and by the ability to act as mediators facilitating the efficient communication between various cultures. In order for these organizations to expand beyond borders and reach a wider market, they need to adapt to the needs, traditions, and tendencies of the country or continent they aim at. That’s where the translator acts as a bridge, integrating the original message and achieving a natural understanding.
Areas of specialization
- Airport staff training
- Airline marketing
- Context transcreation
- Technical manuals
- Customized translations
airtranslations.wordpress.com 