08/14/2020

Ruminations on National Failure Day

The world is marking National Failure Day on 15 August.

It’s assumed we learn from past mistakes. In the world of translation, however, mistakes lead to misunderstandings rather than greater knowledge. Take idioms: speakers of other languages scratch their heads when we say Bob’s your uncle, and that Bob’s anyway all mouth and no trousers (and has been for donkey’s years). And they start edging away when we say that Bob’s been sent to Coventry so we shouldn’t touch him with a barge pole.

To stop it all going Pete Tong in the linguistic (or, indeed, the trouser) department, Apostroph Group uses only native speakers au fait with transcreation. That way, our German professionals won’t be spitting feathers (fuchsteufelswild), nor will their French counterparts be putting their foot in it (ne mettent jamais les pieds dans le plat). And because all good things come in 48s, we pull out all the stops in all other languages as well.

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