a Welsh road sign that had been translated using the translator’s out-of-office message.
Funny? Yes. But it is also a perfect reminder of how risky translation can be without proper context.
than translating a full instruction manual. Short texts leave no room for explanation,
and every word carries weight.
especially from a new client. It is a bit like when someone asks a linguist how to say a word
in another language and the answer is, “It depends on the context.” That answer may sound
frustrating, but it is absolutely true.
Why context matters
Let me explain this with a simple English example.
Take the sentence “That’s interesting.”
On its own, it seems straightforward, but its meaning changes completely depending on context
and tone. It can express genuine interest, polite agreement, mild doubt, or even criticism.
Now imagine this phrase appearing as feedback on a business proposal, in a customer support
email, or in a novel. Without knowing the situation, the relationship between the speakers,
or the intended tone, a translator could easily choose the wrong equivalent in another language.
When short texts are the hardest
Now let’s go back to us. Imagine receiving just a couple of sentences from a new client for a
marketing campaign or a product launch. There is very little room for interpretation,
and the risk of getting it wrong is high.
I clearly remember translating a product range many years ago. They were gadgets, and all
their names were built around wordplay on the male word for “hen,” along with other similar jokes.
Finding a solution that worked in another language took ages. It required creativity,
cultural awareness, and many discussions to preserve the original spirit without sounding
awkward or inappropriate.
From translation to transcreation
This is exactly where translation becomes transcreation. When meaning, tone, humour,
and brand voice matter more than literal accuracy, a creative approach is essential.
We explore this in more detail in a related blog post on the TranslationsInLondon website,
where we explain how transcreation helps brands adapt their message for new markets
without losing their identity.
In conclusion
Successful translation, especially for marketing content, is never just about words.
It is about understanding intent, audience, and context.
At TranslationsInLondon, we aim to work with our clients as an extension of
their marketing department. By collaborating closely and sharing as much context as possible,
we help deliver a consistent message across languages and markets.
If you are preparing content for translation, please include
- Background context and the objective of the content
- Any previous translations or existing brand messaging
- The target country or market
- The target audience and desired tone of voice
This information allows our transcreators, who have strong marketing expertise,
to adapt your communication more effectively and ensure it resonates locally
while staying true to your brand.
When translation is treated as a partnership rather than a one-off task,
the results are clearer, stronger, and far more impactful.
English (UK)