Idea Translations

Since the beginning, scientific information has been closely related to translation. Sharing, making something available to the public, is a fundamental goal shared by both science and translation. According to the Merriam-Webster dictionary, “popularize” means “to cause to be liked or esteemed“, as well as “to present in generally understandable or interesting form“.

Ethics and responsibility are key also in translation and in science. What are the challenges of translating scientific materials and how does a good translation impact society and science professionals?

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A long-awaited event by millions of people like the Football World Cup brought along astounding sociocultural diversity: more than 3 million tickets were sold for the matches (split into eight stadiums) and millions of fans watched the games from their houses through several platforms. Inside and outside the field, such passion for the sport brought together people from numerous backgrounds, traditions and realities.

The linguistic aspect was no stranger to this. Followers and players from 32 countries met in the small State of Qatar. What languages were present there and which were the most predominant ones?

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In Chinese, “bensi” means “rush to die.” Mercedes Benz chose that word a few years ago to enter the Asian giant. Although the error was quickly solved by the brand, other companies — such as Coca Cola, Pepsi, Audi, Dolce & Gabbana, Nike and Heineken — suffered the consequences of a poor translation applied to advertising.

Localizing advertising material involves special skills, because it involves a unique cultural adaptation to target a very specific market. What strategies should be followed in these cases?

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PROJECT SUMMARY

Client: Sorenson
Service: Translation Project (Spanish)
Format: Multimedia content
Subject Matter: eLearning
Volume: 40 eLearning courses

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