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Acculturations and Mistranslations
|A Paris boutique sign announced, “Dresses for Street Walking.”
This small example of a translation into English illustrates three points:
PROPER COMMUNICATION =
ACCULTURATION + TRANSLATION
Preparing texts in other languages is more than just rendering concepts. It can also involve acculturation, i.e., preparing your text to ensure that it is appropriate for the target market or audience. Particularly important for websites, this process involves ensuring accuracy for:
What works for one country/audience does not necessarily work for others. Your language provider should be grounded in global marketing to help you avoid problems. While technical texts rarely need changing, promotional documentation and websites may need customized rewrites to ensure relevance to target markets … before translation.
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