Localisation Translation - AJT

The power of storytelling in marketing (and the importance of thoughtful localisation)

Recently, we came across an article where two friends were discussing Alfonso Cuarón’s movie, Roma. They were debating the narrative’s pace and style. Friend 1, being an Anglo-American, thought it was too slow, and too visual. Friend 2, felt that it was a beautiful movie that reminded him of his upbringing in Latin America. It

Read More...

Choose your words wisely

We all know that words can take on completely different meanings when directly translated into another language. Not only does the meaning of the individual words change, but so can their context when grouped together. For example, we would say, ‘I made a mistake’, but wouldn’t say ‘I did a mistake’.   Beyond the word

Read More...

Collaborative translation: How New Zealand’s translators came together to translate the country’s founding document into 30 languages

It’s not often that I get goose bumps during a presentation at a language industry event. But as I sat and listened to Mandy Hewett’s talk entitled ‘Collaborative translation for the future of New Zealand’ about a group of volunteer translators who set out to translate one of New Zealand’s most important documents into 30

Read More...

Inclusive language: Differences between Germanic and Romance languages

For over a decade now, there has been an exponential increase in the public interest in how language and communication shape (or break down) prejudices and other forms of discrimination. After being taught for centuries that language is a neutral, abstract concept (“It’s just words, they don’t do any harm!”), we are now starting to

Read More...

What is transcreation?

What is transcreation, how does it work and when should you opt for transcreation rather than translation to localise your content? Here’s a quick guide for you. What is transcreation? Transcreation (also called creative translation) is a process whereby we take your creative copy and turn it into something equally as emotive and engaging in

Read More...

Ethics in translation project management

Towards a new corporate consciousness Nowadays, more and more companies are becoming mindful of the limits to financial models based on the unrelenting, unnecessary production of goods and services.  The recent global pandemic and the urgent warnings about the devastating consequences our economy is having on our planet have certainly highlighted our individual and collective

Read More...