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A linguistic visionary is raising funds for an online tool that could translate complex English sentences into emoji.

Emoji Translation Project / THE WASHINGTON POST
Two sample emoji translations by Fred Benenson, who believes that he and his Emoji Translation Project can create a language made up of the images many of us use in tweets and phone mesages.
 
Maxxium ha elegido nuevamente a Virtua para la localización de sus materiales de marketing para el lanzamiento de la gama premium de whisky Suntory, una marca japonesa pionera de whiskies singulares y artesanales.  Virtua ya lleva varios años trabajando para este líder en la comercialización y distribución de bebidas alcohólicas en la adaptación de materiales gráficos para la fuerza de ventas de varias líneas de producto así como la adaptación de etiquetas y otras piezas de comunicación online y offline.
Grey Digital Madrid, agencia encargada del desarrollo de la web de Pantene a nivel internacional, ha confiado a Virtua  la adaptación y localización de los nuevos contenidos del mismo para varios países y en múltiples idiomas. Una vez más Virtua ofrece su experiencia en la traducción y adaptación de copy unida a la gestión de proyectos a una empresa líder en el sector de consumo.
An earlier version of this article was published in May 2013. We're revisiting it in light of the interest awakened by our earlier posts on Spanish words with no direct English translation. Warning: This article contains explicit language that some readers may find objectionable. Aviso: Esta nota contiene palabras que podrían ofender a algunos.
Cuando lees la traducción al inglés de los menús de raciones de los bares españoles no puedes más que soltar una carcajada. La tortilla de bonito se convierte en beautiful omelet, el pincho moruno en I puncture morish y el choco a la plancha se convierte en I collide to the iron. Internet está repleto de chanzas sobre traducciones infames realizadas por gente que cree que Google Translator es igual de eficaz que C3PO, pero la cosa no tiene tanta gracia cuando están en juego asuntos serios.
Being able to speak more than one language opens people up to an array of amazing experiences. Spanish is the most spoken non-English language in the United States. And for those who speak both English and Spanish, it can sometimes be a frustrating process when you can't find the exact word you want in the language you need.
Signs at a cash machine at the new Tesco Express in Aberystwyth town centre say 'codiad am ddim'

Welsh speakers in Aberystwyth have been promised "free erections" at a new Tesco Express store.

A cash machine at the newly opened store in Aberystwyth town centre promises users a "codiad am ddim" which translates colloquially as "free erection".

A more appropriate wording would be "arian am ddim".

1. Transcreation specialists are writers.

Usually, people who provide transcreation services are copywriters in other languages instead of translators. Some translators also happen to offer copywriting services in other languages, but in general, these are two different services, and the people who provide the services are not always part of the same professional associations and networking groups.

2. Transcreation starts with a creative brief.

Unlike translation, which starts with a source text, transcreation starts with a creative brief, just like your other creative projects do in your source language. Instead of simply providing text to the transcreation provider, you’ll need to provide them with clearer ideas of the creative concept and the desired action you are hoping to trigger with the copy.
No hay mal que por bien no venga Translation: There is no bad from which some good doesn't result. Transcreation: The bitterest trials are often blessings in disguise. Jim Estrada uses this popular Spanish dicho (saying) early in his recent book, The ABCs and Ñ of America's Cultural Revolution: A Primer on the Growing Influence of Hispanics, Latinos and Mestizos in the USA (Tate Publishing, 2013), to help set the stage for an insightful, easy to read and oftentimes snappy guide to understanding the Latino experience in the United States. Not surprisingly, Estrada, a longtime practitioner of ethnic marketing, is also purposefully speaking to those in the corporate sector charged with reaching the Latino consumer market, estimated by several sources as ranging between $1 and 1.2 trillion. I would note that there are important lessons in his book for those in the government sector whose jobs focus on ensuring that a deserving Latino public is adequately served.
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