WHEN MEANING GETS LOST IN TRANSLATION
NOT ALL TEXTS CAN SIMPLY BE TRANSLATED FROM ONE LANGUAGE INTO ANOTHER, SOME OF THEM, LIKE MARKETING TEXTS FOR EXAMPLE, NEED TO BE TRANSCREATED
THIS MEANS THAT A TEXT IS RECREATED IN THE TARGET LANGUAGE USING CULTURALLY UNDERSTANDABLE EXPRESSIONS IN ORDER TO PROPERLY CONVEY THE IDEAS EXPRESSED BY THE SOURCE TEXT.
THIS TYPE OF LANGUAGE SERVICE REQUIRES A STRONG CULTURAL AWARENESS. THE TARGET DOCUMENT WILL CONTAIN THE EMPHASIS AND STIMULATE THE SAME FEELINGS AS THE SOURCE TEXT BUT EXPRESSED WITH A COMPLETELY DIFFERENT CULTURAL IMAGERY THAT SPEAKS SPECIFICALLY TO A COMPLETELY DIFFERENT TYPE OF END-USER COMMUNITY.
Given the peculiarity of this task, Athena Parthenos assigns these jobs only to a very specific group of language specialists that not only have a translation background but also possess a strong cultural, behavioral and literary knowledge of each source and target country.
