Vivere in un mondo tradotto

[articolo scritto per il blog di STL Formazione]

Quando sentiamo parlare di traduzione, il primo e a volte unico pensiero va ai libri che leggiamo, romanzi o saggi che siano.

In realtà viviamo in un mondo fatto di traduzioni, spesso senza saperlo. Forse perché non ci rendiamo conto che moltissimo di ciò che leggiamo, vediamo o ascoltiamo è tradotto: la pubblicità in metropolitana, il bugiardino del farmaco che ci tocca prendere, le istruzioni della macchinetta del caffè; ma anche la comunicazione del CEO americano, la presentazione aziendale, un contratto, e persino i micro testi che troviamo online (‘finalizza l’acquisto’, ‘controlla la disponibilità’). Forse non ce ne accorgiamo perché alcuni testi ci suonano come se fossero stati scritti direttamente nella nostra lingua. La traduzione scompare, il traduttore diventa invisibile e il testo è riconosciuto come un testo italiano. Continue reading →

January in translation (and editing)

What have you been up to this month?

I started delving into UX writing with an online course by Digital Update and Serena Giust, and the book by Serena. And I am loving it so-very-much. UX writing is part of my training focus for this year, so I’ll be studying and reading more about it in the next months. Why? Continue reading →

Translating for B corporations and purpose-driven companies

So, let’s start from the beginning.

What is a B corporation? Even though most of us already know, in the words of the bcorporation.eu website:

“The B Corp community works toward reduced inequality, lower levels of poverty, a healthier environment, stronger communities, and the creation of more high quality jobs with dignity and purpose. By harnessing the power of business, B Corps use profits and growth as a means to a greater end: positive impact for their employees, communities, and the environment.”

To be certified as such, the company needs to assess its overall positive impact, demonstrating they are using business as a force for good. These purpose-driven companies are effectively changing the business prospective, focussing no longer on shareholders (or at least no longer only on them), but on stakeholders, both internal and external.

We must be the change we seek in the world.

But how can these companies communicate their efforts, their stand on business and on life, in a way that is both effective and that can distinguish them from the competition? Continue reading →

Ripensare il futuro con una comunicazione consapevole e olistica

Katharine Viner è la prima direttrice del Guardian, che in tre anni ha riportato il quotidiano britannico in attivo, sanando un debito di 57 milioni di sterline.

Oltre ad accorgimenti tecnici, come ripensare il formato del quotidiano cartaceo per renderne più conveniente la produzione, il Guardian ha visto crescere in modo esponenziale le donazioni e gli abbonamenti dei lettori online anche grazie a un impegno non scontato nei confronti della comunicazione e del linguaggio. Continue reading →

Editing of marketing translation: what, how, why

In technical and marketing translation, editing can include various stages of the editing process, often combining editing and proofreading – the reason why it is also called proofediting.

Editing of translated contents is a complex task and its aim is to check that meaning and tone of voice are the same in both languages, as well as to improve the quality of the final text. It is also the last chance to avoid mistakes that can cost dearly.

But what does it take to do a good editing job, how is it done and why is it always a good idea?

“Let the reader find that he cannot afford to omit any line of your writing because you have omitted every word that he can spare.”

― Ralph Waldo Emerson

Continue reading →

Why you should have a brand style guide

If you want the short version: because it allows you to communicate consistently with your audience, with messages relevant to your brand and your goals. Added benefit: it makes life easier for everyone who has to write, design and generally create brand content.

But, in the hope you want to stick around for the long(er) story, keep reading, and you’ll see why writing, localizing and applying a brand style guide is a very good idea.

🔘 LISTEN to the whole article ➡️ here

Let’s start with the benefits of a brand style guide

Continue reading →

Style still matters in writing. And in translation.

Style never goes out of style. At least not in writing. And good writing can go a long way to build the image of a brand. Read on to see why.

I am re-reading The Sense of Style by Steven Pinker (do read it!) and I find that many concepts and suggestions apply directly to translation as well.

Take the initial explanation of why style matters in writing (too): Continue reading →