Conveying beauty through language...
WHAT IS PERFECTION IN TRANSLATION?
Is perfection in translation possible? That would boil down to asking if there is only one RIGHT translation. And the answer is no.
There are many different reasons why. Language is a highly complex, living and constantly evolving entity.
Emulating another person's style and conveying the original meaning in another language is also inherently subjective. Most of the time "right and wrong" simply does not apply.
A lot of what we do is guesswork: do we translate French anti-âge by anti-aging, anti-age, age-defense or age-defying? All terms are right of course.
The best thing we can hope and strive for is a good "fit" between translators and translation buyers.
Be wary of translation service providers who promise "perfection"!
What about grammar? Surely, grammar is not subjective..."
In language, even grammar rules are mutable, often depending on their medium and purpose.
For example, although grammatically incorrect, sentence fragments (sentences that don't include both a subject and a verb) are perfectly acceptable in fiction and marketing copy.
Some changes in grammar are also trendy marketing gimmicks. In 2011, The Wall Street Journal reported on the declining use of articles (a, an & the) in American product marketing. Marketing and sales departments apparently feel that by leaving out articles, their products have "a more iconic feel."
So don't be fooled. Some grammar rules are hard and fast while others, well, are not!
WORLDWIDE COSMETIC NEWS
Considered as the more affordable category of overall prestige beauty, makeup kisses the recession goodbye as it grows by 11% in annual sales in 2012 (as opposed to 5% for the total beauty market). http://bit.ly/WvqNmP
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