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- Title
Lost in Translation: Tips for Avoiding Translation "Travesties".
- Authors
Macario, Everly; Boyte, Rebeca Montealegre
- Abstract
The article focuses on strategies that can help companies or individuals avoid the cross-cultural communication catastrophes. It highlights the types of literacy including prose, document, and quantitative literacy. It suggests that companies should avoid direct or literal translations in advertisement because it could lead misconception from other cultures. In addition, it recommends that they should hire experienced transcreators and must supervise the transcreation process.
- Subjects
STRATEGIC planning; CROSS-cultural communication; TRANSLATING &; interpreting; LITERACY; ADVERTISING; PRODUCT advertising; COMMUNICATION in marketing
- Publication
Health Promotion Practice, 2008, Vol 9, Issue 3, p216
- ISSN
1524-8399
- Publication type
Article
- DOI
10.1177/1524839908319169