| Business translation involves expressing the sense | | | | attracts economical consumers; Yonkers appeals |
| of a word or text in another language or form | | | | to customers with exclusive tastes and higher |
| for commercial purposes. The concept is simple; | | | | budgets. These business characteristics help |
| its fulfillment is not. One would assume that the | | | | determine business translations needs. Even within |
| analysis of business translation needs is best left | | | | the same dialect, audiences will differ in vocabulary |
| with the translators. However, management can't | | | | according to age and educational level. These are |
| afford to entrust such important decisions to | | | | additional factors to take into account when |
| outsiders who don't share their strong interest for | | | | assessing business translation requirements. Most |
| their company's growth. Three important things | | | | teenagers around the world have their own |
| determine the business translation campaign of a | | | | jargon. Likewise, people who live in regions where |
| company. | | | | it's common to be bilingual, such as in Quebec, |
| Choosing A Dialect | | | | Canada, often make use of words that are a |
| All major languages, including English, have various | | | | cross between the two languages of the region. |
| dialects. A dialect is a regional form of speech and | | | | It's to the benefit of the company to know and |
| a variety of language with a nonstandard | | | | meet their business translation needs. |
| vocabulary, pronunciation and/or grammar that's | | | | Cultural Aspects |
| unique to a specific area. The negative impact | | | | There's also the need to carefully consider culture. |
| that an unfamiliar dialect can have on | | | | This point is of particular importance to native |
| comprehension by speakers of a different dialect, | | | | English speakers of the U.S.A. Often Americans |
| can prove fatal to a company's advertising | | | | who have learned Spanish seek employment in |
| campaign. The United Kingdom's famous 'fish and | | | | bilingual customer service. Many tend to reply to |
| chips' is understood as 'fish and fries' by natives | | | | 'gracias' (thank you), with 'de nada' (you're |
| of the U.S.A. only because of the dish's | | | | welcome), after delivering service to a client. Such |
| widespread popularity and much travel between | | | | response reveals the lack of understanding of the |
| the two nations. Unfortunately, this is not the | | | | importance of courtesy in Spanish. Real Spanish |
| case with many words and phrases that will be | | | | speakers often reply with phrases such as 'para |
| needed in business translation. If a company is | | | | servirle' (at your service), or some other phrase |
| going to establish a presence in South America, | | | | that appears so flowery to a native English |
| Latin American Spanish instead of Castillian should | | | | speaker that it never occurs to him to adopt the |
| be the dialect of choice. | | | | language in its culture. Business translation needs |
| The Targeted Audience | | | | will also be determined by cultural aspects. |
| Most businesses cater to a targeted audience. | | | | Many more factors can be considered, but the |
| Nurseries attract gardeners and landscapers. | | | | aforementioned ones should always be included to |
| Fabric stores appeal to seamstresses, tailors, and | | | | ensure the company reaps benefit from business |
| those who do crafts. Even department and | | | | translation. |
| grocery stores target audiences. Wal-Mart | | | | |