In advertising and journalism, it’s not only what’s said that’s important, but also how it’s said. Fine nuances are critical and should therefore be accurately reproduced in the target language. However, this is often easier said than done.

Good advertising and journalism often work with a range of stylistic devices which depend very much on the country concerned. In such cases, a 1:1 translation often fails to come up to scratch. Many plays on words, for example, cannot be directly translated into a foreign language. Allusions to social experiences (sporting events, folk heroes, fairytale characters, TV series etc.) are only understood in places where this culture is familiar. German humour, for example, is quite different from British.

The translator must therefore be able to express what is required within the scope of the target language without distorting the style of the original text.

Here it is essential that the native speaker is also culturally at home in the target country. Moreover, the translator must be familiar with the stylistic devices used in advertising and journalism and have a well-trained sense of style.

By fulfilling these conditions, we have succeeded in attracting renowned media companies and advertising agencies to our client base.