Challenges to the translation of business texts – A comparison between different kinds of genres
In the past few decades the need for efficient and effective business communication has increased because of the rise of globalization and international trade, the ever-increasing migration, the recognition of linguistic minorities and the expansion of the use of digital marketing tools for the promotion of products and services to a global audience. Considering that only 28% of the entire European population and even less people in South America and Asia can read English, it is obvious that an effective communication of business matters relies on translation and translators. Their task, though, is a challenging one, not least because of the array of genres business texts include. Financial statements, annual reports, chartered account statements, business contracts and agreements, press releases and memos, but also promotional and marketing material, including website text, product and service descriptions, and multimedia advertisements all fall under the category of business texts. Naturally, the different genres pose different challenges and require different skillsets on the part of translators ranging from background and terminological research to transcreation. The presentation seeks to explore these challenges and skillsets and showcase the need for a comprehensive approach to the training of modern translators.
Short CV - Vilelmini Sosoni