Translating is the art of conveying the same message in a different language.
It is about understanding the meaning, the context, the rhythm, the tone of voice of the source text and reproducing them in the target text.  If the source uses technical terms, the target needs to do the same. If the source is written in a colloquial tone, the target needs to express the same familiarity.

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 Marketing and advertising messages are often very culture-sensitive. What works in country A may not make sense in country B - it may even be offensive or counterproductive. Our translators helped a major Italian fashion brand avoid a reputation disaster when they advised that a key word in the client's social media campaign could offend sensitivities in English-language markets.  Ask me for a full transcreation service to ensure that all cultural elements are picked up. The message is tailored to the medium, the target and the culture.