Editor-in-chief at Logrus Ukraine, Ukrainian Microsoft Terminologist
Holds a PhD in Physics and Mathematics, is an associate professor at Kiev National University and the editor-in-chief at Logrus Ukraine. Held the post of the Ukrainian terminologist for Microsoft in 2006 and since 2012. He managed Windows 8 localization into Ukrainian, and participated in projects to localize Office 2007, Office 365 and other Microsoft products, as well as products of Cisco, EMC, Seagate etc. He is the author of 18 computer and IT guidebooks and manuals, more than 20 publications on IT-related topics and current secondary school curricula in computer science.
Marketing translation tricks
Marketing texts present a real challenge for many linguists, especially those specializing in technical translation. While freelancers may excel at localizing software help and equipment manuals they often fail to provide market-ready translations for perfume ads or sale campaign materials.
The reason? These texts call for an approach that transcends literal translation. This process doesn’t exactly qualify as “translation” in the sense that it doesn’t truly “transfer” the essence of the original text.
How can this comprehensive level of translation be achieved? The author will illustrate this through a range of real-life instances of Logrus’ superior level of marketing quality without distorting meaning and meeting productivity standards.