“Translation – Transkreation. Vom Über-Setzen zum Über-Texten. Zur „Übersetzung“ von Marketing-, PR-, Werbe- und generell allen Texten, die für Image (und Umsatz) wichtig sind“, by Nina Sattler-Hovdar
Short version: a must-have if you work in the field and speak German.
Longer version: a must-have. It provides highly useful information on three topics that are of interest for any translator working with marketing texts: the practicalities of creative translation, specific techniques and workflows, and business skills.
The practicalities: managing creative workflow (a glass of wine with Ogilvi? Sure, why not), workplace organization (I tried used some of the tips, and they made a world of difference), optimizing CAT tools use at the drafting stage.
Specific techniques: all based on EN>DE examples, and give an excellent overview of possible solutions to tricky marketing expressions and words (for example, “exciting”. The Germans are drastically less excitable. So are the Russians. An exciting discovery!). Blank space is thoughtfully provided to jot down own ideas and versions.
Added bonus: some marketing and copywriting theory with additional sources and checklists for workflow and editing.
Negotiation skills: the main point is that creating an attractive transcreation/creative translation/copy takes time, and this time should not be given away free. Conversation templates are included to help you make the point. Also included: sample briefing questions and general FAQ on this specialization.
You can find additional information, read a sample, and order the book here.
Ekaterina Howard, Pinwheel Translations
English to Russian and German to Russian translator working with business, marketing and real estate materials. ATA and CATI member.
Trying to decide if it's worht your while to try finding clients on freelancer websites? Some links that might be of use.
Handout with resources from around the web.
Длинные слова, новые кальки, смешение регистров и (снова) барьеры
Уникальные синонимы, ложные друзья декадентов, названия мрамора и мои любимые каннские бананы
Новая серия статей для составителей описаний: часто встречающиеся ошибки и как их избежать
The 28th Annual CATI Conference was held on March 14th in Raleigh, NC. The sessions I’ve attended have all to some extent addressed the importance of client education and outreach, as well as managing expectations.
Also: Triangle area business and marketing networking events and seminars.
A short review of Alessandra Martelli's webinar and a list of resources on writing techniques for marketing copy in Russian.