Most businesses deal with a targeted group of people. Gardeners and
landscapers frequent nurseries. Seamstresses, tailors and craft makers
frequent fabric stores. Even department and grocery stores serve
targeted consumers. Wal-Mart is an attraction for economical consumers;
Yonkers attracts affluent customers with 'cultured' tastes.
Business translation is the art of expressing the sense of words and/or text in a different language or form for communication in the business world. It's a basic concept that isn't always easy to implement. One might think that the study of business translation needs is best left up to the translators. But, management can't risk entrusting these important matters to those who don't have the same interest in the company's financial goals. Three vital things are the driving force behind a company's business translation promotions.The Appropriate DialectAll widely spoken languages, including English, are spoken in a variety dialects, or slightly different ways. A dialect is a regional speech and a 'flavor' of language with a unique vocabulary, pronunciation variations and/or grammar. The ill impact that an unknown dialect can produce on the comprehension of speakers of the language in question, can prove detrimental to a company's advertising. The well known 'fish and chips' of Great Britain is understood as 'fish and fries' by North Americans, due only to the dish's widespread popularity and high frequency of travels between the regions. However, it's a very different case with many texts that will be required in business translation. If a company has decided to market in Spain, Castillian, instead of Latin American Spanish, should be the choice dialect.The Targeted Customer BaseMost businesses deal with a targeted group of people. Gardeners and landscapers frequent nurseries. Seamstresses, tailors and craft makers frequent fabric stores. Even department and grocery stores serve targeted consumers. Wal-Mart is an attraction for economical consumers; Yonkers attracts affluent customers with 'cultured' tastes. These characteristics of an enterprise help decide business translations needs. Even among those who speak the same dialect, there will be differences in choice of vocabulary according to maturity and level of schooling. These are some more factors to ponder when assessing business translation requirements. Most young people world wide create their own street language. In the same way, people who live in regions where it's common to speak two languages, such as in Quebec, Canada, often employ words that are a mix of two tongues. It's a huge plus for a company to realize and attend to their business translation needs.The Role Of CultureDifferences in cultures must also be studied. This is a point to which particular attention should be given by English speakers in the U.S.A. A good number of Americans who learn Spanish look for positions in bilingual customer care. Many of them have a habit of replying to 'gracias' (thank you/thanks), with 'de nada' (you're welcome), after delivering customer service. A response like this uncovers the lack of understanding of the role of courtesy in Spanish. Native speakers of the language frequently reply with phrases such as 'para servirle' (at your service), or some response that sounds so prissy to native English speakers that he fails to delve into the language in its culture. Cultural identities determine business translation needs as well.The list of factors to take into account could continue. Nevertheless, the ones mentioned above should always be included to help the company reap gain from business translation.
Armando Riquier is a freelance writer and translator working with Tectrad, a specialized translation agency. Find out how quality business translation services for your corporate communication, legal and financial documents can help you build strong relationship with your foreign customers and clients internationally.