While the term 'translation' refers to the transfer of a text from one language to another, 'localisation' describes the adaptation of a translated text or a product to specific national or regional cultural conventions and standards. From the adjustment of e.g. currencies, weights and measures to the accurate translation of idioms and proverbs or even changes to an advertising campaign or a product's design, localisation often requires a profound cross-cultural knowledge in addition to solid language skills and specialist expertise.
By placing equal emphasis on a text's 'atmosphere', i.e. its emotional content and aesthetic effect, and its semantic information, the concept of transcreation with its relevance in PR and marketing clearly exceeds that of conventional translation. Sometimes referred to as 'cross-market copywriting', in transcreation the translator needs to find the optimal balance between inspired originality and faithfulness to the source text's style and tone which requires an excellent sense of language, resourcefulness and a fair share of artistic imagination.
My expertise covers a great variety of industries, fields and subjects, which include, but are not limited to the following areas:
- Academic texts and documents
- Cultural anthropology
- Culture and the arts, from film, fine arts and literature to music, photography and theatre
- Current affairs
- Economics
- Education
- Environment
- History
- Hospitality
- Legal documents
- Leisure and Lifestyle
- Literature (fiction and non-fiction)
- Medicine
- Nutrition
- Philosophy
- Religion
- Sports
- Technical texts and documents
- Travel and tourism
I am also happy to help with written correspondence and e-mails in both language directions.