Styles

Translation Styles

Based on your scenario, our professional team will use corresponding style to offer you satisfied solutions. Our team not only consists of linguists, but also includes other professionals like doctors and engineers. So, you will get the products that match the original meaning, are idiomatic to target languages, reads smoothly, and use correct jargons.

 

Generally, we offer the following three translation styles, i.e. academic, marketing and mixed.

  1. Academic style: mainly involves various manuals, guidelines, agreements, tender documents, etc., which have precise contents and mainly focus on telling readers “how to do”.  These documents feature more derivatives, official words, long sentences, passive sentences, and non-finite verbs, as well as strong specialty nature and high accuracy. As the target readers will act upon based on the translated documents, translation must completely honor the source documents, providing true, accurate and complete “true copy” of the source documents, without any omissions, distortions, changes, additions and deletions.
  2. Marketing style: mainly involves translation for websites, brochures, newsletters, briefs, advertisements, posts, etc. The target readers are general people who have less or no specialty knowledge in the filed the marketing targets. Hence, the final translated documents must be easily-understood, use more plain languages and less jargons with the purpose of impressing and persuading potential clients to accept the products being marketed. In marketing style translation, the principle of “faithfulness is essential” in the academic style translation has to be compromised appropriately to avoiding obscure, difficultly-understood and non-existing expressions in the target language. In addition, appropriate omissions and additions are a must. For example, advertising translation usually needs rewriting the advertisement in target language, based on the general meaning of the source.

Although marketing style translation requires less matching to the source compared with academic style translation, which gives translators more freedom for creativity, it does need more writing skill and editing abilities than academic style translation. The translators need to apply various target expressions to make the final work more easily readable and more attractive.

3.Mixed style: refers to style mixing academic and marketing styles. Mixed style not only relates to different articles, but also involves different parts in an article. In other words, even in one article, different sections may adopt different styles. Take the Consent Inform, which is very popular in the clinical trial field, as a sample. When dealing with translation of this kind of articles, the parts related to medical risks need academic style translation to avoid wrong risk message is delivered to potential participants, and the parts stating the purpose of the trial require marketing style translation to let readers easily understand what contribution they will make to the society through the trial. Another example is corporate websites, which need both academic style translation for legal terms and conditions and marketing style translation for the corporate achievements.