engliche
Übersetzung
Adaption
Lektorat
Berlin
“A translation is rarely correct or incorrect –
it’s either good or it’s bad.”
Companies invest a lot of time and money into developing a specific Corporate Identity (CI), which naturally includes a company-specific language and vocabulary (Corporate Speech). A translation that sets out to convincingly convey the essence or message of a particular company must always take this factor into account. Stylistic confidence on the part of the translator is certainly a prerequisite, but working with a specific, English-language company vocabulary is also an essential part of guaranteeing high-quality and consistency of translations in the long-term. Large translation bureaus, which divide jobs from one client between constantly changing translators, are often unable to guarantee such consistent accuracy, and central quality control is seldom part of the service.
Some copy isn’t simply about conveying rational information. Headlines must captivate, wordplay should conjure up instant associations and a witty approach is a good way of creating trust. I mean, have you ever tried telling a Brit the latest joke about East Frieslanders? It probably didn't go down all that well. And not every English speaker can “carry home in comfort” what he “has in black and white” unless, of course, he’s read Goethe’s Faust in the original. A profound knowledge of English and German culture, idiomatic expressions and the vernacular cultivated by different target groups, and an adaptable style of writing are therefore all essential factors for a fluent adaptation of German copy into English.
