Between one culture and another
Whether you came up with your business’s slogan by inspiration, imitation, or perspiration, getting that slogan translated properly may be even harder.
Take this all-too-common Italian turn of phrase:
“tra [x] e [y]”
It’s used ALL. THE. TIME. in slogans, in headings, in titles. If I had a euro for every time I’ve had to translate a version of this…
Anyway, it translates literally as “between x and y”, so you can probably see how it might not work so well in English. But let’s look at a made-up example:
“Acme: tra qualità e innovazione” — literally: “Acme: between quality and innovation”
Now, I’m not going to judge the quality of this made-up Italian example. Maybe it would work. Maybe it wouldn’t. But it’s an approach used so often in Italian that it must be working for some.
The literal translation, though, would not be a good slogan. Why?
Because, while the Italian touches on something deeply cultural within the Italian reader, the English translation would be read by an English reader as a pointless string of words.