E-globalcom.net offers more than translation services. It is a one-stop solution for any communication challenge you have. Our goal is to deliver quality in all stages of multilingual text production, from writing and translating through editing and proofing to publishing and project management.
Good copywriting always starts with a thorough briefing by the client. What is the message you want to get across? Do you want to evoke certain feelings, emotions, or images? To put your creative ideas into words, e-globalcom.net has
both business-to-business and business-to-consumer copywriters.
These people will help you get your message across by ensuring that your final text is consistent and fluent. In short, they will make your text a real pleasure to read. We like to link the verb copywriting
to the noun copyright: a copy produced by a good
copywriter is so well-written that it deserves a copyright!
When you write copy, you have the right to copyright the copy you write, if the copy is right. If, however, your copy is faulty, you must right your copy. If you write religious services you write rite, and have the right to copyright the rite you write.
Very conservative people write right copy, and have the right to copyright the right copy they write. A right wing cleric would write right rite, and has the right to copyright the right rite he has the right to write. His editor has the job of making the right rite copy right before the copyright can be right.
Should Jim Wright decide to write right rite, then Wright would write right rite, which Wright has the right to copyright. Duplicating that rite would copy Wright's right rite, and violate copyright, which Wright would have the right to right.
Right?
Rewriting
The difference between rewriting and copywriting is that the ideas to be expressed have already been formulated in a written text. Our task in rewriting is usually to analyze, restructure, and polish the client's text where it lacks fluency, appeal, strength, or style.
By inventively and creatively rephrasing certain elements, our rewriters make inefficient sentences powerful and active and bring clarity out of chaos. The ultimate goal is to make sure that the contents of the text are fully supported by its style.
Translation, copywriting, and rewriting are like the three musketeers: all for one and one for all. Translating commercial copy literally, for instance, is asking for trouble. That's why it's essential to have this kind of translation (and all other translations) processed by a native copywriter to make your text just as fluent and compelling as the original. This is the only way to avoid painful bloopers and guarantee a translation that will have the same impact on its readers as the original text.
When Braniff translated its advertising slogan for upholstery
— Fly in leather — into Spanish, it came out as Fly naked: Vola en cuero.
When Pepsi started marketing its products in China a few years ago, the slogan Come alive with the Pepsi generation was translated rather literally. In Chinese, it read
Pepsi brings your ancestors back from the grave.
And when Coca-Cola first shipped their soft drinks to China, they gave their product a name that sounded just like
Coca-Cola, but whose characters actually spelled out Bite the wax
tadpole. Only later did they start using characters that mean Happiness in the
mouth.
When Gerber started selling baby food in Africa, they used the same packaging as in Western Europe and the Americas: a cute baby on the label. Later they discovered that manufacturers in Africa usually put a picture of the contents on the label, as most people cannot read...
Coors' slogan Turn it loose was translated into Spanish as
Get diarrhea.
