When providing translation services, it’s important to understand the audience who will be reading the translation in the destination language. Often, translation is used for marketing and advertising purposes. And when it comes to spreading the word about your product or service, certain qualities about the target audience have to be taken into consideration. If you have a brand name and a certain company image, you want to stick to it without turning off your target demographic.
Translation services are meant to help people understand a piece of writing. So the translator acts as a go-between, conveying what the writer wants to say to the audience. S/he is a messenger, taking the message from the writer to the audience.
Unfortunately, there’s no way to learn how to translate well except by making mistakes. Fortunately for us, however, the history of translation contains so many blunders that we don’t have to make them ourselves. We can learn from the mistakes of others. Some of the funniest and most well-known translation mistakes happen in the marketing and advertising field. They become well known bloopers because a large number of people are exposed to them. If you’d like to avoid this type of notorious publicity, you can do so with translation services that are aware of the need to study past translations and learn from them.