A Consumer Guide to Good Translation Made in Brazil.

LOS ANGELES--(BUSINESS WIRE)--Nov. 13, 1998--English is becoming widely accepted as the international language of business.

Everywhere on the globe, from Tokyo to Mexico City, people of different languages and cultural origins talk in English when they engage in international transactions.

English-speaking business persons see it as an irreversible trend that is clearly to their advantage. But is it really?

Speaking English is cool and in fashion. Everybody wants to give it a try. But when there is money on the table, you'd better be very sure of your language.

With so much at stake, British and American companies have started to look for professional advice. But as they try to break away from their heavy English dependence, they fall prey to something else: the translation profession. Now, how much safer is that?

Well, that depends. The key to safety, here, is the company's ability to pick the right professional or agency. There is plenty of well trained translators and interpreters out there, but unfortunately just as many who lack even the most basic language skills. How can you tell?

Businesses now have a place from which to start. Die Presse Editorial, a translation agency in Brasilia, Brazil, has produced an Internet site that is best described as an on-line "Consumer Guide to Good Translation."

The site, at http://www.diepresse.com.br/home.html, presents a set of objective parameters designed to help consumers make informed decisions when shopping for translation services. It includes a Glossary, a FAQ section, a list of the "7 Signs of a Good Translator," a humor page and an interesting table of "false cognates."

"The site was originally geared to translation professionals. But the response from our clients soon made it clear to us how useful all that information was to the general public," said Ewandro Magalhpes, Jr., one of Die Presse's managing partners.

The agency is a member of ATA. It has been in business for 7 years, providing services to an impressive range of clients. It may be that people at Die Presse don't follow everything they teach. But one thing is fore sure: they know what they're talking about.