Specialized vs. Other translations
Translation and localization of content can be a complicated process. The best linguistic service to use depends on the type of content that needs to be translated. Here are some basic guidelines and examples to point you in the right direction and help get you started.
When you need a marriage certificate translated, how do you find the right translator? You Google search for – translation of legal documents.
How about when you have a conference call and need a translator? You search for – conference translators. Since verbal translation is considered interpreting, Google will direct you to interpreters.
What if you need the company’s marketing brochure translated into another language to reach the non-English speakers in the community or expand into a new, foreign market? Most likely, you Google that too, searching for ‘marketing translations’ or ‘specialized translations’.
What’s the difference between specialized translations & other translations?
Specialized translations of marketing and advertising content require more than text translation. Marketing content is designed to reach and affect a targeted audience. Marketing professionals spend time learning about their audience, discussing and formulating a clear and concise communication objective. Many times the content or copy they create reflects cultural elements that are not transferable into another language without an insightful and creative approach.
For example: the tagline 
was created to be funny, memorable and catchy prompting the audience to use milk to wash down cookies, especially lots of chocolate chip cookies. The Spanish version of this phrase provided by non-specialized translators did not have the same effect. To a native Spanish speaker it was not funny because it meant: ‘Are you (having milk) lactating?’ – so odd and offensive.
A marketing executive in Spanish language caught the awkwardness of the literal translation and changed it to a phrase that instead of sounding offensive was more meaningful & heartwarming. The new phrase provided by the specialized translator, was “Familia, Amor y Leche” back translation: “Family, Love and Milk”. This new, trans created phrase made the brand more relatable, appealing to the family loving nature of Spanish audiences.
When it comes to marketing and advertising content, it is best to search for specialized translations such as Branded Translations to make sure the translated content in target markets is as effective as the source in its original market.
