So that technicians are not disposable for customers, equipments have no grate impact to investments and nobody can dispose of amendments and ideas in a guest book.

So that the reader receives the message, because a bad translation in the best case only causes laughter and in the worst case, the end of a business relationship. So that advertising appeals and does not put clients off.

We all know thousands of examples of bad translations. The internet is full of sites that collect them, and there are entire books published about that topic. Even the bible is said to be susceptible to mistranslations.

Translating is not simply transferring a series of words into the target language. Especially in advertising, and most websites are translated for advertising purposes, language is a stylistic device, and this style needs to be maintained. Not to trivially translate a quote, but to find an appropriate equivalent. Not to compulsively maintain an alliteration, but to use it, when the target language offers the opportunity. Always to keep the reader in mind and not to translate the text word-by-word, but most of all, to communicate the same information in the same style.

Especially in the current era of globalisation, it is of major importance to be present in international markets. It requires experience in dealing with both languages as well as the abilities to transfer one language into the other, to recognise stylistic devices, and to use them - to create a logical target text that “sounds good”.