Translation & Interpreter Services
With more businesses, even small family-owned businesses, entering world markets in this new global economy, their transactions are impacted by the cultural and business norms, as well as language barriers. History is fraught with costly marketing blunders because of a business' failure to understand cultural nuances and idioms. For example, in 2001 Honda, the Japanese auto manufacturer, introduced its newest automobile known as the "Fitta." When it was marketed in Nordic countries, it had a dismal reception. It turns out that the word "fitta" is a derogatory term for a woman's genitalia. In 2002, Bosch Siemens Hausgeräte, a German company, and Umbro, a British company were forced to withdraw from attempts to use or trademark the term "Zyklon" for their products because of a public outcry from the Jewish community. Unbeknowst to both companies' marketing departments, "Zyklon" was the brandname of the cyanide-based gas utlized by the Nazis in the infamous gas chambers during the Holocaust. Several manufacturers, most notably C & C International Ltd, failed miserably in its attempt to introduce its product in the German market using the word "mist" in the product name. C & C's product, Irish Mist, a blended whiskey liqueur, failed because the word "mist" when translated into German means manure. Essentially, the company attempted to sell "Irish Manure" and the Germans just weren't buying.
Translation
Translation is the interpretation of the meaning of a text in one language and the production, in another language, of an equivalent text that communicates the same message. Translation must take into account a number of constraints, including context, the rules of grammar of the two languages, their writing conventions, their idioms and the like. Traditionally, translation has been a human activity, though dubious attempts have been made to computerize or otherwise automate the translation of natural-language texts.
Perhaps the most common misconception about translation is that there exists a simple "word-for-word" relation between any two languages, and that translation is therefore a straightforward and mechanical process. On the contrary, historical differences between languages often dictate differences of expression. Hence, original and translated texts may differ significantly in length. In addition, translation is always fraught with uncertainties as well as the potential for inadvertent "spilling over" of idioms and usages from one language into the other, producing linguistic hybrids.
Interpretation
Although the terms translation and interpretation are used interchangeably in everyday speech, they vary greatly in meaning. Both referring to the transference of meaning between two languages, however, "translation" refers to the transferrence of meaning from text to text (usually written, recorded, or sign language) with time and access to resources such as dictionaries, glossaries, et cetera. There is a very high standard of accuracy demanded for translation. On the other hand, interpreting, usually occurs "on the spot", with the clients present, dealing with utterances, though the source language may be a text.
A common misconception, by the general public, is that interpreters must deliver "verbatim", i.e. word-by-word renditions of what is said in the source language in order to be accurate. This misconception usually is held by monolingual speakers, and, occasionally, by lay, self-described bilingual persons. The truth, however, is that, if one were to attempt a "word-by-word" translation of a sentence, regardless of the listener's understanding, the end result usually would be unintelligible.
How We Serve Our Clients
Our translators and interpreters are native speakers well versed in the language, slang, and idioms to help protect your business from the kinds of language blunders that befell some of the companies mentioned above. Our professionals also understand the business etiquette and cultural nuances of their native country unlike others who simply studied a foreign language at an American university. We are regularly called upon by clients to provide certified translations of business and government documents, and all translations are authenticated by written affidavit.
