[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 →
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, a company needs to assess its overall positive impact, demonstrating it is 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 →
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 →
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 →
Translation and a smart language strategy can help you improve revenue and guest experience, the two main concerns of every hotelier.
Both as a guest and as a hotelier, I have often encountered poorly translated collateral in hotels, or not translated at all – not to speak of online contents.
Making the case for company and brand content adaptation when reaching international audiences.
According to the American Marketing Association, localizing content is key to a company internationalization strategy. Why? For very concrete reasons: it can make or break a company’s success abroad, distinguishing brands that communicate effectively with international markets from other brands that remain foreign and inaccessible; and it increases sales in the target markets, with clear ROI from translation and localization efforts, directly impacting their bottom line. Continue reading →
Appunti da un anno di traduzioni, revisioni e ripensamenti.
Con gli anni ho imparato a non agire d’impulso (beh, quasi sempre), che si tratti di fare un acquisto personale o di lavoro, o delle decisioni sulla mia attività imprenditoriale. Sulle scelte da fare per crescere, e non parlo necessariamente di ricavi, ma di soddisfazione. Continue reading →
The following tips are equally valid for the website of a freelancer, the website of a SME or that of a big international company.
Because quality is universal. And it matters in any circumstance, if you want to attract customers and win their trust. Instead of stepping into a physical store or into a meeting room, they step into your virtual “house”, but the rules don’t change that much: what matters most is first catching their eye with an interesting proposition, have them coming back again and again thanks to interesting, well curated contents and graphics, and gaining their trust by doing what you’re promising. Continue reading →