Consumers are becoming more and more demanding, both in English and in French !
Service Canada’s web page on Translators, Terminologists and Interpreters provides a good overview of the translation industry in Canada.
The ministry makes an irrefutable statement that applies equally to the country’s English- and French-speaking regions :
« As consumers become increasingly demanding, companies have to further adapt to local characteristics so that the consumer is not aware of translation. »
Why is this important ?
A text should never “feel” like a translation
When readers detect whiffs of the other language on a product label or, to cite a common example, in a bilingual set of instructions, they may view it as :
- a sign of carelessness ;
- misplaced spending priorities ;
- a lack of respect toward the consumer.
Some readers may even perceive it as an insulte.
Whatever the media…
English expressions must be transposed, adapted and even enhanced in their Quebec French equivalent. In the same way, French turns of phrase must be transposed into their best Canadian English equivalent.
Quality work therefore requires a good general culture as well as linguistic sensitivity. Yet another reason to entrust your English-French and French-English translations to CTC.
Whether their first language is English or French, all our translators work into their mother tongue. Their texts reproduce the exact message of the source language, accurately and naturally, to the point where the reader does not even realize it is a translation. In this way, the translation is “invisible.” Because many of our translators are also experienced writers and editors, their texts are exceptionally clear and fluid, “erasing” any traces of translation.
« Invisible translation: a CTC trademark. »
Language : a source of belonging
We tend to forget, but languages are about so much more than just words. Every language has its own spirit, its own genius. Stendhal understood this well when he said, « The first instrument of a people’s genius is its language. » .
The genius of a language, so distinctive, yet so hard to define, is expressed notably through its idioms, both orally and in writing. Each language has its own idioms; they are entrenched in, part of the culture.
« Language is the vehicle of culture, its primary means of expression. »
Martin Heidegger justifiably wrote, “Language is the house of the truth of Being.” But language is also the “house” of culture. It belongs to the society of its speakers, an object they cherish. In an excellent article published in Le Devoir in 2010, Pourquoi apprendre une langue ? (Why learn a language?) Martin Pâquet and Marcel Martel wrote (emphasis ours) :
« […] language is how we build a community. It is an identity marker through which individuals reveal, to themselves and to others, their personal characteristics and their social belonging. Speaking French or English is not just about communication between disparate individuals. It is also about sharing a common culture or, as the sociologist Joseph Yvon Thériault suggested, building society. »[Our translation].
This is why we believe that language belongs to its speakers, because to them, it is a source of belonging.
This is important because, in the world of business and commerce, feelings are what motivate people to buy. How else do you explain the fortunes that companies pay to advertising agencies to come up with messages that will move, incite and excite the consumer ?
Translation as a marketing tool
When it comes to sales and marketing, your company must not disappoint consumers by mangling their language with a botched translation. The language of the consumer must be treated with respect, just as you would treat the consumers themselves.
To succeed, businesses must do everything they can to show themselves in the best light, which means managing their marketing communications with the utmost care in both the source and target language.
- In Canada, this plays out mostly in English and French.
- The quality of CTC’s French-English and English-French translations will earn you the esteem and trust of your current and potential clients.
« A translation worth its name can be a powerful marketing tool. Make a sound business choice: choose CTC to translate your French and English documents. »
The price-to-quality ratio, a powerful arguments
CTC offers you an excellent price-to-quality ratio for its French-English and English-French translation services. Do you already have a translation supplier for these languages? Ask yourself these questions :
- Does this supplier give you value for your money ?
- Are you sure of the quality of the work ?
- Does your supplier charge too much? (Or too little?)
To have peace of mind, let us evaluate your supplier’s texts. We will do so at no charge.