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No Place for Belles-Lettres in Marketing??

No Place for Belles-Lettres in Marketing??

No Place for Belles-Lettres in Marketing??

Rhetoric is the tool to touch people’s hearts

A. People are Driven by Purpose

Viktor Frankl, an iconic psychiatrist of the 20th century, spent his life promoting the idea of meaning. According to Frankl, meaning provides vitality. A person without a reason to live would languish, succumb to momentary gratification, and in effect ruin himself. The opposite is equally true. When one has good reasons to live, he will overcome impossible challenges. In the face of the greatest predicaments, he will emerge heroic.

Viktor Frankl wrote several books, made countless public appearances, and brought up numerous cases to prove that point. Including, as you may presumably know, extreme examples he witnessed as a prisoner in Auschwitz.

B. Businesses Require Purpose No Less

All well as far as a human being is concerned. But Frankl never mentioned (to my knowledge, that is) that the same is true of businesses. Companies remain vital as long as they retain a purpose beyond sucking in their customers’ money.

How do companies find their meaning and purpose? This is what a brand is for. A brand broadcasts the message that this company services people in a special way; that the company has a rightful place on the map of contributors to society. The brand would explain how they benefit people specifically. This is in fact what Frankl prescribed for a life of vitality.

Business thinkers have reached the same conclusion on their own. Simon Sainek, a British marketer and author of several books, explains how a purpose-driven business can build a solid customer base. In his book Start With Why, Sainek argues that there are two ways to sell your goods or services.

The first begins with the question of WHAT I sell; moves to the considerations of WHY a prospect would want it. For example: here are quality dairy products, if you consume them, they will keep you healthy — would you like to taste them?

The second way is to turn this pitching upside down. Starting with who we are and how we benefit the community; then transitioning to what we do and eventually what we sell.

In the second case, the proposal would sound like this: we are enthusiasts of peaceful and clean food. We care about people’s physical and spiritual health. For that reason, we produce live food, preserving its vital value. Would you like to try it?

In the second case, the person does not merely buy the product. He endorses the mission and joins the cause. This is how the base of highly dedicated customers is built. They become fans. The company enriches their lives in ways far more potent than the consumption of the product.

C. Purpose Invites Poetry

This takes us to the third and final point of the article. In the age when we have no patience for books, especially for belles-lettres, we lose sight of the opportunity how we could reach people’s hearts and minds much faster. A message of purpose, a call to one’s heart invites poetry. If we added a touch of poetry to our brand message, it would reach much further. This is how we could reduce the length of the customer journey — by getting it, with the help of literary style, to penetrate people’s hearts.

We at Language Service Magistrai decided to focus on this idea. What if we could enthuse our clients’ brand messages with potent rhetoric? The first effect we immediately noticed is that it not only enhances the brand in the eyes of the public but also strengthens the ties within. Managers and workers alike receive a boost of meaning and purpose. It makes them more dedicated and brings up the best in people. Therefore we concluded that rhetoric provides a powerful boost for branding and it can help businesses in more ways than we would expect.

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Language Service Magistrai is an international team of translators and interpreters providing services in several languages. If you would like to inquire how we could help you in your brand-building journey, please visit our website at https://magistrai.lt/en/frontpageen/.

Medical Translation

Medical Translation

Medical Translation

A once tiny niche is gaining momentum

A once tiny niche is gaining momentum; here’s why. The article below is based on the everyday practices of the translation company Magistrai who have over two decades of experience in medical translation and train upcoming medical translators.

Unexpected Insights About Medical Translators

Here are five fascinating things to find out about medical translation. Whether you are looking for a promising career or interested in rare professions, I hope this will be an interesting read. So here are the five insights into the work of medical translators (or interpreters, which we will put into one).

1. There is a surging interest in the trade of medical translators. This specialty is paid higher than most others in translation or interpreting. The clients are typically well-off: medical clinics, pharmaceutical companies, and hospitals. Besides, very few professional translators choose this specialty; therefore, competition is quite low.

2. What do medical translators actually do? At the top level, they translate legislation concerning healthcare, drugs, clinics, hospitals as well as medical education. Some work for pharmaceutical companies: translating patient information leaflets, information to doctors, and doing interpreting during presentations of new products. Scientific institutions are in demand for medical translation too: research papers, facilitating communication among researchers in different countries. Then there is doctor-to-patient communication. This is especially needed in multicultural societies.

3. The work of a medical interpreter can at times be life-saving. Imagine a situation where a chronically ill person finds himself in a faraway country. His or her condition suddenly deteriorates. The doctor in charge needs to access the medical history of the patient, talk to his doctor in the home country. When the patient’s life is on the line, it is time to get a medical interpreter to call that other doctor.

4. A medical translator must make sure the patient understands the options concerning his or her medical treatment really well. It is a human right to be fully informed about the options. A language barrier cannot stand in the way. Medical translation is about implementing that right, enabling patients to communicate their symptoms, understand their diagnoses, and engage in informed decision-making regarding their treatment options.

5. One of the tasks of a medical interpreter is to take care of cultural implications during doctor-to-patient interactions. Taking cultural implications into account creates an atmosphere of trust. That, needless to say, facilitates healing.

medical translation B

Medical translation is integral to social equality and social welfare

Conclusion:

Medical translators contribute to global healthcare by facilitating communication and knowledge exchange among healthcare professionals, researchers, and patients worldwide. Their work helps to improve access to medical information, enhance patient care, and advance medical research on a global scale. Medical translation serves to ensure that every individual, regardless of their language or cultural background, has access to the care they need. As we navigate the complexities of healthcare in an increasingly interconnected world, let us recognize and celebrate the contributions of medical translators in saving lives and promoting health equity worldwide.

Through the Eyes of Our Remote Ancestors

Through the Eyes of Our Remote Ancestors

Through the Eyes of Our Remote Ancestors

What Opens up When you View the World through the Lenses of a Very Old Language

Ancient Balt. From the movie The Battle of Žalgiris

It is commonplace that different languages give you a slightly different view of the world. To illustrate how different languages affect our perception, let us pretend English has no distinction by articles. I mean, a and the do not make any difference anymore. There are countless languages without this distinction. How would the world look without them?

In that case, it would sound as if you are using only a all the time. I went to a park and saw a dog. A dog was nice and friendly. A dog came to me and wanted to play.

If the definite article would never exist in English, speakers of this language would be prone to view the world in terms of similarities rather than specific features of individual subjects. Take a moment and read about the dog once more. This time with awareness how it affects you. Soon you will see that such grammar invites you to think that all dogs are like that.

Now that we see that different languages open a slightly different view for us, let us go to the article’s main topic. What would change for you had you been born into a very ancient language? How would the world open up then? What is there to see that you currently don’t? Or, rather, how did our remote ancestors — I am speaking thousands of years back — view the world? Are such glasses possible?

Migration waves 4000 years ago

Actually yes. We can travel in time by viewing the world through the lens of an ancient language.

I am a native speaker of Lithuanian. It places me in both worlds. It is a modern nation but its language dates back to the first settlers reaching Europe from India. We are talking as much as 4000 years ago here. Lithuanian retained considerable portions of the language of these settlers — to the point that we can understand a number of founding words of people in India. For example: words meaning fire, wave, son, daughter, god night, and many others are recognizable to us.

Interchanging words they can understand in each other’s languages

The same is true of grammatical structures. Some of Lithuanian grammar sound funny to European peers. For example, we add -as to almost every noun in the nominative case. What is internet in English would be internetas in Lithuanian, and so on. But the remarkable thing is that the same is true of Sanskrit, the language from which the majority of European languages sprang up.

This makes the Lithuanian language particularly precious to those who want to explore the earliest history of humanity, the period with scarce writings and not that abundant in archeological artifacts. But if we want to get a feel for how these very remote ancestors viewed the world, what they valued most, the only means is through the lens of the oldest languages.

So what I as a Lithuanian can see that you arguably don’t? I hope you are intrigued.

Here you can listen to how Lithuanian sounds and get a taste of their traditional culture

The first thing that comes to mind is the dichotomy of masculine and feminine energies permeating our existence. I trust you are acquainted with the jin and jang juxtaposition in the Chinese worldview. For Lithuanians, we do not need much convincing that everything under the sun is subject to these two forces. We have masculine and feminine genders in the language and you would always need to attribute all you are saying to the one or the other.

When we hear from English-speaking people that there are more than two genders, that one can choose his or her gender, we cannot accept that by virtue of our language. It is as if insisting there are only black and white colours in the world.

The next thing that comes to mind is thinking in general rather than specific terms. The above example of the dog is good here. We have no articles in Lithuanian therefore it sounds as if we use indefinite ‘a’ all the time. Of course there are ways to emphasize that you have a specific subject in mind. All it takes is to say ‘this’ before what you refer to, and that would be a perfect substitute for the definite article. However, Lithuanian demands a slight extra effort to distinguish between all subjects in the category versus the specific one.

The next specific feature is that Lithuanian would get you more focused on the process rather than the result. English and other Germanic languages are very dynamic in this regard: John went down, jumped up, reached for, etc. Little attention is given to the process of the action. The focus is clearly on the outcome.

Lithuanian would be like a movie in slow motion. Of course it is perfectly valid to speak in the same way, i.e. without regard to the process, but that would make poor Lithuanian. Normally one would use a synonym to specify how John performed these actions: was it in a slow or hurriedly manner, what were the nuances of the action, some words would hint at how he felt at the time. There are 254 synonyms for ‘go’ in Lithuanian. A quick look to this list reveals majority of the synonyms tend to describe the slower end of the movement, such as ‘limp’, ‘drag feet’, etc. These words describing slower movement than normal walking make up roughly 85 percent of the list.

Lithuanian mythology is another area to explore to uncover secrets of a very distant past

The early newcomers to Europe must have been quite sentimental folks. The Lithuanian language, and national character for that matter, reveals a propensity towards sadness. I checked synonyms for ‘sad’ in English. They all have a negative connotation — sorrowful, regretful, miserable, etc. No wonder the English try to put up a cheerful countenance.

Not quite so in Lithuanian. Both language and tradition support that being slightly sad is a normal, even somewhat noble. In my opinion, the very best word to describe the national sentiment is melancholic. Such a person would appear wise and present in the moment. Most of the Lithuanian culture, both traditional and contemporary, is predisposed toward the sadder end. We view it as natural and someone romantic. And there is an large number of words for ‘sad’ and ‘to cry’.

The next thing we learn about our remove ancestors is that they believed people had fate and mission in life. Traditional Lithuanian names point to purposes. For example, one very popular name, Vytautas, translates “knight for the nation”, and so on. This feature will be perfectly recognizable to Slavic readers because their traditional names, such as Volodymir, Myroslav, also convey purpose to seek in life. There is a notable difference though. Slavic names point to the mission towards the world (Volodymyr is ‘to rule the world’, Myroslav is ‘world-famous’); the Lithuanian names confine to missions for their nation.

Next feature. The Lithuanian language reveals that our remote ancestors viewed the world in terms of cycles and transition. This understanding allows us to discover where such a strange phenomenon as oxymoron comes from. Oxymoron — a word that can mean both one and its opposite. I do not know of a single such word in English but there are set oxymoronic phrases: deafening silence, organized chaos, etc. We can find oxymoronic meanings across Germanic languages. E.g. gift in English means ‘present’, and in German it means ‘poison’. The Lithuanian language is specific in that it has oxymorons as one words. The word pražiūrėti, weirdly, can mean ‚‘to discern‘ as well as ‘to fail to notice‘.

This, arguably, must mean our remote ancestors held a very balanced view of life. There is even a conventional Lithuanian wisdom to support this: do not rejoice when you acquire and do not despond over a loss. What seems good now may turn out to be bad later and vice versa.

Now that you came this far into the article, here is one last thing we can find out about our ancestors with the help of an ancient language. Lithuanians have bizarre ways of forming familial names. It is similar to how the English would call their sons — Johnson, Peterson, etc. In this case, a bride receives surname which means „part to Peter“. It would sound something like ‘Johnson’s-wife”. From traditional surnames we recognize if a woman is married and who her husband is. When we take into account how important were names in the past, it reveals that our ancestors believed a woman’s true purpose was to join a man and devote herself wholeheartedly to his wider family.

Celebrating the past in Kernavė, the old capital

Let us recap what opens up before us when we view the world through the lens of an ancient language. Everything is divided between jin‘ and jang; we start to view the world in slo-mo, every process, every movement becomes filled with nuances; we tend to view the environment in terms of generalities, first notice what is common for subjects in the same category; we are immersed in eternal cycles where things emerge and later disappear into oblivion. Names are carefully thought through and help their owners perform a noble mission to benefit the nation. There is no idea of evolution at that time. And it seems certain our ancestors would be truly aghast by how we see gender roles and how detached are we from the things here and now.

Diana Guogienė is managing director of Magistrai, Language Service based in Vilnius, LT. If you want to have your texts groomed for impact, please check out his company website at https://magistrai.lt/en/frontpageen/.

How Translation Services Drive Success in International Marketing Campaigns

How Translation Services Drive Success in International Marketing Campaigns

How Translation Services Drive Success in International Marketing Campaigns

The role of translation in international marketing campaigns

 In international marketing, the ability to communicate effectively with a diverse audience is indispensable. Translation services are the backbone of such endeavors, ensuring that marketing messages resonate with people across different languages and cultures. We will see how professional translation services can significantly enhance the effectiveness of international marketing campaigns, contributing to the global business outreach.

Language Gap as a Business Opportunity

At the core of any successful international marketing campaign is the ability to to connect with the local audience with a message they apprecate and are ready to act on it. Translation services play a critical role in adapting the message in such a way that it conveys the brand message yet takes into account the cultural ir mentality nuances of distinct foreign populations.

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Link Suggestion: An insight into “The Role of Lithuanian-English Translation Services” exemplifies how companies capitalized on the opportunities to adapt brand messages to other cultural backgrounds.

Businesses have the choice to see the cultural divide as a nuisance or as an opportunity to relate better to people in other countries.

Enhancing Cultural Relevance

There is much more to effective marketing message than mere translation of the original marketing materials. It requires to adapt the content to fit the cultural context of the target audience. This process, known as localization, involves modifying images, colors, and themes to reflect local customs and values. Professional interpreting and translation services, equipped with local cultural knowledge, can significantly enhance the appeal of marketing campaigns, making them more engaging and effective. This vastly increases the chances that the investment in foreign markets will be both smooth and profitable.

Brand Consistency Across Diverse Markets

One of the biggest challenges in international marketing is maintaining brand consistency across different languages and cultures. Professional translation services help businesses adapt the message in such a way that retains the core of the message yet sounds native to the local audience. This skillful adaptation is crucial for building brand recognition and trust among international customers.

Competitive Advantage

In today’s dynamic market, the competition is fierce. Businesses that leverage professional translation services for their international marketing campaigns have a significant competitive advantage. By effectively communicating with diverse audiences, they can expand their reach, tap into new markets, and build loyal customer bases around the world.

Link Suggestion: “Elevate Your Written Content with Proofreading Services in Vilnius,” underlines how meticulous proofreading and editing of translated content can further refine marketing messages, ensuring they are error-free and resonate well with distinct target audiences.

Main takeaway

Skillful translation services and localized messages are critical to successful international marketing campaigns. They enable businesses to bridge the language gap, thus turning obstacle into a business opportunity. Professional translation services can extend and strengthen your brand in numerous markets overseas. Therefore the significance of translators in international marketing cannot be overstated.

The Role of Lithuanian-English Translation Services

The Role of Lithuanian-English Translation Services

The Role of Lithuanian-English Translation Services

In an increasingly interconnected world, the need for precise and effective communication across languages has never been more critical. This is especially true for the rich and nuanced Lithuanian language as it meets the global lingua franca, English. Below, we explore the indispensable role of Lithuanian-English translation services and how they serve as bridges between cultures, fostering understanding and collaboration.

The Indispensable Role of Translation Services

Translation services do more than merely convert words from one language to another; they serve as a vital conduit for communication, understanding, and cooperation between distinct linguistic and cultural communities. In the context of Lithuanian-English and English-Lithuanian translation, these services play a pivotal role in various sectors, including business, legal, educational, and creative fields, ensuring that language barriers do not impede progress and mutual understanding.

Selecting the Right Translation Service

Choosing the right translation service is paramount to ensuring that your message is conveyed accurately and effectively. Key factors to consider include the translation service’s experience, areas of specialization, and the presence of positive client testimonials. These elements can serve as indicators of the service’s capability to handle the intricacies and nuances of Lithuanian and English translations accurately.

Experience is critical, as it often reflects the translator’s familiarity with the subtleties of both languages and their ability to navigate complex translation challenges. Specialization in specific fields, such as legal, medical, or technical translations, can significantly impact the quality and accuracy of the translated material. Client testimonials, meanwhile, provide insights into the service’s reliability, professionalism, and the satisfaction levels of previous clients.

Ensuring Quality: Beyond Translation

The quality of a translation service is not solely determined by the initial translation. Quality assurance measures, including thorough editing and proofreading by a second translator, are essential to eliminate errors and ensure that the final product is of the highest standard. These steps are crucial in maintaining the integrity of the translated material, reflecting attention to detail and a commitment to excellence.

The Cultural Bridge: Beyond Words

Translation services do more than translate words; they translate meaning, intent, and culture. In the case of Lithuanian-English translation, the translator must possess a deep understanding of both cultures to accurately convey the message. This cultural competence ensures that translations are not only linguistically accurate but also culturally relevant and sensitive, avoiding potential misunderstandings and fostering deeper connections between audiences.

Connect with Magistrai

For those seeking top-tier Lithuanian-English translation services, look no further than Magistrai, based in Vilnius. With a team of experienced and specialized translators, Magistrai stands ready to bridge linguistic and cultural gaps, ensuring your message is conveyed accurately and effectively. Whether for business, legal, or personal purposes, Magistrai offers the expertise and quality assurance you need to communicate confidently across languages.

Embark on your journey of cross-cultural communication today by reaching out to Magistrai in Vilnius. Discover how our translation services can open doors to new opportunities, understanding, and collaboration.