Dec 17, 2023 | Blog, Holidays, Traditions, Translation, Worldwide
Savouring Central European Christmas: a cultural and culinary expedition ‘Tis the season! As the holiday season spirit embraces us, join the Lingo Star team – a diverse group deeply rooted in the traditions of Slovakia, Italy, the Czech Republic and Germany. Unwrap the festive tapestry of these rich cultures. Savour not only the culinary delights but also the universal language of shared customs that bind us together during this joyous season. Slovakia: Eastern European elegance In Slovakia, Christmas is celebrated on December 24th and is marked by unique traditions that add magic to the season. The first meal of the day, Christmas Eve dinner, holds a special place in Slovak traditions. Legend has it that if you refrain from eating all day, you may be rewarded with a glimpse of a golden pig! Christmas traditions and dishes vary from region to region and family to family. Wafers with honey and garlic kick off the feast, followed by a main course of fish, mushroom, or cabbage soup. Some families add prunes to cabbage soup for a unique and delicious twist. Fish, especially carp, with traditional potato salad, is a staple of the Christmas meal. No Slovak Christmas is complete without an array of cookies and cakes adorning homes. Some families go the extra mile and bake 8-10 different types of cookies every year. On Christmas Eve, Baby Jesus, or Ježiško in Slovak, takes centre stage, bringing presents for children under the twinkling tree. To add to the festivities, Slovakia also celebrates St. Nicholas’ Day on December 6th. Children eagerly place their shoes by the door or window in anticipation of...
Oct 23, 2023 | Blog, Communication, English language, Language Services, Translation
Transcreation, the perfect cocktail of translation and creation, is a powerful tool. The power of words intentionally strung together to bridge cultural and communication gaps effectively in diverse markets. It is a marketing strategy used to adapt content to different cultural contexts and languages beyond word-for-word translation. What are transcreation and creation? Transcreation is the art of reinventing, recreating, and reimagining content. By focusing on the essence, emotion, and cultural nuances of a message, they preserve the original intent and impact of a product or service. However, successful communications must transcend barriers. It recognises that language and culture cannot be separated, and therefore, adapts to cultural nuances like idioms, humour, and sensitivities. Transcreators ensure that brand messages resonate with the target audience on a deeper and emotional level to form stronger brand connections leading to increased brand engagement. A guide to creative adaptation in marketing The process typically starts with a thorough understanding of the brand, its values, the target audience, the desired message, and the goal. Thus, transcreators will analyze the source content and identify key elements. They will reimagine visuals, alter metaphors, creatively rewrite, and even recreate new concepts adapted to fit the cultural context of the target market. What do transcreation and creation entail? Transcreation involves extensive research, cultural immersion and firm mastery of the power of words. This further ensures that the adapted content aligns with the cultural norms, customs, and preferences of the target audience. By taking into account cultural sensitivities, historical references, local trends, and idiomatic expressions, they can appeal positively and avoid cultural faux pas with the intended market. How to localize...
Sep 18, 2023 | Artificial Intelligence, Blog, Communication, English language, Language Services, Language Varieties, Translation
Balancing Creativity and Cultural Relevance Have you ever been lost in translation? A recurring mistake to make is to assume that translation is limited to mere linguistic conversion, that is swapping a word for another word. The reality, however, is that translators go above and beyond to be able to capture and convey messages accurately in different languages and cultures. Not an easy feat, by any means, as striking the right balance between creativity and cultural relevance is exceptionally challenging. Creativity plays a radical role in translation, especially so when conveying idioms, metaphors, and cultural nuances with no direct equivalents in other languages. These situations call to the creative skills of translators to concoct inventive solutions to preserve the impact and goal of the source text while ensuring the transfer in language maintains clarity and understanding in the target language. A successful translation is a culturally relevant one. Where a deep understanding of cultural norms, customs and values shine through in both the source and target language. The translator needs to ensure that the translated content is appropriate and relatable to the targeted audience. They take into account historical, social, and linguistic nuances that can potentially harm the message intended. Transcreation: Avoid getting lost in translation The perfect blend of translation, creation and cultural relevance is transcreation. Transcreators have the flexibility to deviate from the literal translation, original structure, and limited creativity. They can focus on recreating and restructuring the words around the message, goal and emotion of a product or service. They incorporate humour, wordplay, and other culturally relevant elements, eliminating the possibility of a-lost-in-translation problem. Striking the...
Jul 23, 2023 | Blog, Tips for Translators, Translation
Translation is a complex and vital process. It requires a deep understanding of the source and target languages in the cultural context they are being used. Working with professional translators can help businesses and organizations communicate effectively with their target audiences. Every language has its own set of linguistic and cultural nuances that must be considered during the translation process. While it can be tempting to address your translation needs with an acquaintance, a friend or a native speaker of the target language, professional translators spend several years training for their trade for a reason. Of course, being a passionate linguist is a must, but it’s not enough! Here are six of the most important attributes of a professional translator: 1. Working with professional translators fluent in the languages they work in When translating languages, choosing a professional translator who is fluent in both languages is extremely important. The translator should have an in-depth understanding of the cultural and linguistic nuances of both languages. They should also be able to translate the text accurately while staying true to the original meaning. 2. Hiring a professional translator ensures that your target audience comes first One of the first steps in translating from one language to another is research. Thoroughly researching the target audience and their target cultural relevance is crucial. This will help ensure that the translation accurately conveys the intended meaning and message of your text. For example, the terminologies and expressions used in legal documents will be different from those used in marketing campaigns. Similarly, those used in children’s resources will be very different from those used in...
May 28, 2023 | Blog, Language Services, Projects, Translation
What is project management and how does it relate to translation? Project management in translation is the automation of the work process, i.e. the removal of so-called manual tasks that can be repetitive and tedious. It allows the translation agency to manage several projects at once – which requires a great deal of organization – and to have better control over ongoing projects. It also facilitates the creation of real collaboration within teams. The aim of project management is therefore efficiency. Among its many benefits, it allows the company to centralize its linguistic resources and thus ensuring consistency between the various translations. Project management is the link between the organization’s goals and objectives and its projects. In other words, it ensures that the original budget is not exceeded and that the project is completed on time. There are seven parts to corporate project management: 1) Risk Study: Identify and assess the potential risks of the project 2) Project Estimation: Calculate project costs, resources, and time 3) Project Reviews: Monitor the progress of the current project portfolio 4) Project Management Training: Share and interact with project managers 5) Escalated Issue Management: Being aware of urgent issues 6) Time Tracking: Develop a time-tracking system 7) Information System: Create a management platform shared with the team You can read more about general project management here >>. Why use an agency for project management in translation? Working with either translation agencies or freelance translators has its advantages and disadvantages, and the choice between one or the other will depend on your specific translation needs. However, here are our top 5 reasons why you should...
Apr 26, 2023 | Artificial Intelligence, Blog, Communication, Translation, Worldwide
Applications of artificial intelligence The concept of Artificial Intelligence (AI) is becoming increasingly common in our everyday lives. But what does artificial intelligence mean? According to the Oxford Advanced Learner’s Dictionary, artificial intelligence is “the study and development of computer systems that can copy intelligent human behaviour”. Some specific applications of artificial intelligence include natural language processing and speech recognition. Nowadays, we use AI systems to write articles or even translations. These “automatic” solutions are gaining many allies. Unsurprisingly, language industry professionals are beginning to question the reliability of these growing systems. Recent developments in applications of artificial intelligence Applications of artificial intelligence have grown so dramatically in recent years that it is almost impossible to keep up with the changes. Ten years ago, for example, no one could have imagined self-driving cars. But now, they are more reality than fantasy. Another example of a new AI system is the smart vacuum cleaner. This vacuum cleaner can scan a room, identify obstacles that may stand in its way, and clean the whole room in a matter of minutes. What’s more, it doesn’t need any human help to clean. Amazing, isn’t it? Artificial intelligence technologies are developing rapidly because they can process huge amounts of data much faster than humans can, and even make more accurate predictions. Applications of artificial intelligence in language programmes However, not all developments are related to physical robots. Chatbots are on almost every website to help customers if they need any kind of assistance. By simply accessing a website, a chat will pop up and you will be able to ask any question, which artificial...
