THE POWER OF WORDS

Since the dawn of time, the power of words has been strong, animating magical rituals and spells of all sorts. Freud himself claimed that words are everything, they represent the very essence of life and can change life itself. It is impossible not to communicate, we do it every minute of the day, but the way in which you communicate plays a crucial role.

Today, we often tend to underestimate the importance of words, allowing ourselves to rely on careless or ambiguous messages, deprived of any meaning. But now, more than ever before, immersed in a world full of stimuli all of which are impossible to take in, we are thus forced to filter the messages that affect us most and activate our ability to listen, while eliminating those that are less important.

Precisely for this reason, communication involves not only transmitting a message using a shared code, but also promoting a change in the recipient of our message.

And what if the recipient speaks a different code from ours? This is where a translation as correct and respectful as possible of the original message to be transmitted becomes of crucial importance. How often has the wrong translation lead to a complete disruption of the original meaning of the message that was intended and how often does communication shut down when linguistic barriers hinder or complicate the exchange of messages?

Where should we start then? With professionals who can give the message back its original dignity whether it is a marketing campaign aimed at advertising services, or a legal act. One wrong word or an incorrect interpretation of the message can thwart the effort of those trying to overcome those barriers and reach new targets, new horizons of development.

When communicating, nothing can be left to chance.

The success or failure of any action that uses language for promotional purposes depends precisely on this: awareness of how any message, if translated into another language literally and without being adapted to the target culture or if translated by allegedly intelligent software, might not be understood, misunderstood or worse, it could lose that fundamental value that was meant to be attributed to it.

Words are our first calling card; written word remain fixed in the mind of whoever receives the idea of ​​the sender, and this varies depending on how much value and meaning that word has in its target language. Moreover, we live immersed in words, but there are few that we really remember.

We make our messages, campaigns and translations something that cannot be misunderstood or forgotten… we always rely on skilful and professional people, those who have made the translation and adaptation of written communication their job and who work with passion, intelligence and dedication. Can you think of a single automatic translation system that has these features?