There are many reasons why people get documents or any sort of text for that matter translated. Some of these translations are done for official purposes and there is a need for them to be verified, i.e. that the translations are an accurate version of the original. This is hardly important when extolling the virtues of Coca Cola in Arabic or Vietnamese as no-one cares whether the Arabic or Vietnamese version of the Coca Cola blurb is the same as the English original. However, when it is a translation of someone’s criminal record, their marital status or employment history, the people who are scrutinising the translated version are definitely interested in looking at something that has been faithfully translated.
Most translators, especially professional ones, will understand the difference between transcreation and translation, but the former is still very much an unknown term outside of translation circles. In reality, transcreation and translation differences are not of great interest except for those who want to get their marketing messages, audio recordings and apps translated. Transcreation is basically translation together with some modification to suit a specific audience. A website that is translated, but not transcreated, might not resonate with potential customers, but why?
What are the problems of translation one may ask? In fact, the art of translation is more challenging than many people think. How to solve translation problems can even be difficult for a translator who has two feet firmly placed in each of the two languages that he or she knows well. There are always potential linguistic traps for the unwary translator.
Start-ups, wherever they emerge in the world, have one key thing in common: connectivity. They are born in the digital age. Nearly every start-up these days has an online presence. Many may even never exist without the Internet. That means they have the potential to reach a global market very quickly, but to do s means taking into account the very important role that translators have to play.