One of the finer points of translation in the global market is that your translation may have little to no impact on a localized market. Solid professional translations are still a necessity and the norm when reaching the global market. Anyone conducting business electronically or otherwise must also consider the translation needs of certain local markets in the target language zone. The process of translation must be rigorous so that the finished translation is clear and easy to understand. Taking it to the next step is the consideration of the specific locale – or ‘street version’ – where some variant of the target language is in common use.
The professional translator can add value to that translation if they are able and willing to take their work the “street” level of the target language or dialect. Like the android depicted in the Star Wars films – C3PO – the translation service can translate up to “2 million languages, forms or dialects”. Of course, that is just hyperbole, but it should be analogous to the type of value-added translation by the extraordinary professional translator. This extra-step should also be sensitive to daily issues like those of currency, local history and even local festivals.
When a business engages a professional translation service, they may wish to make it clear if they want the straight book translation or the local street version. The business persons involved will be able to delineate the requirements of this job and any add-ons. A word of warning should include whether or not the translation service – even the translator’s work – will be turned over to another source and why. The service of the translation needs to be current so as to include any new meanings or developments in the local parlance. This is needed to avoid loss, embarrassment and other detractors to business. The simplest things cannot be overlooked – like how will the corporate logo and marketing colors be perceived? (For example, one may wish to avoid the color orange in certain Catholic zones.)