How do these characteristics make it important to use properly qualified, professional translators?
A qualified, professional translator has a very good knowledge of both the source and the target languages and cultures. Living in the two countries for a sufficient amount of time is therefore essential to understand their different societies and master their idioms. This way, a professional translator is able to point out to a client any cultural issues that may require some adjustments in the translated text. This is important, for example, when it comes to translating concepts such as striving for excellence and leadership, from English into Italian. Another difference that a professional can point out pertains to visual images, which are often used in ads and software. For example, photos of baseball should be replaced by photos of soccer games, which are definitely more appealing to the Italian public. In addition, a professional translator is aware of possible new trends of the languages, keeps up with the introduction of new foreign terms into the target language, especially in
