Advertising copy is special, requiring a translator’s most thorough and complex work. Not only must the translation transmit the same information to recipients of the translated text as to those of the original, it must also awaken the same feelings and reactions.
This is not as easy as it might sound. Puns, images and cultural references that are immediately understood in one language, evoking a certain sense of complicity, can become nonsensical and even offensive when translated literally. As a result, both the target language and the target culture must be taken into account.
Likewise, advertising copy is often accompanied by visual supports with which the words interact, garnering new meaning. A good translation must reflect both “what is said” and “what is seen.”
Translating is the process of crafting language to create parallel and equivalent mental structures. The question for the translator is not "how do you say that in...?", but, rather, "how would it have been said, had it been said originally in...?
Some of our clients: hotels, such as La Morada más Hermosa.
