Translation Quotes Explained: Anthony Burgess
Anthony Burgess, the prolific British novelist, composer, librettist, playwright, screenwriter, essayist, travel writer, translator and critic, who is best remembered for his novel “A Clockwork Orange,” once said:
“Translation is not a matter of words only: it is a matter of making intelligible a whole culture.”
What we take away from this is that translation goes far beyond the transfer of meaning (never mind the simplistic idea of “switching” words between languages). In its broadest form, it involves bridging two cultures; in marketing more specifically, it is about making the corporate culture of a business comprehensible to another, culturally-distinct audience that is different from the brand’s intended, original target.