Services

Danish Translation

To be the very best at anything, experience is essential. A lot of research goes into the translation process: navigating EU websites to find the correct, legally enforceable terms; communicating with the client to understand and meet their expectations; and understanding the unique, Danish market to find just the right word. In Danish, not all accelerator pedals are the same. Different carmakers use different Danish terms for the same parts. Get this wrong and a Tesla will become a Fiat.

All our translators are native Danes based in Denmark. This makes it easier to find the right tone of voice based on current usage.

Localization

Every culture is different. A multinational marketing campaign will have a different impact in each country. Danish culture is heavily influenced by Lutheranism, with a strong emphasis on modesty. The so-called “Law of Jante” is a popular example of this: showing off is not appreciated. Hence, bold claims will often have to be edited, and luxury items must be presented in a subtle way. Danish legislation enforces this. In fact, it is illegal to state that a product is “the best” or make other claims that cannot be proven.

Proofreading

A small language like Danish is easily influenced by other languages, especially large languages like English. Danish grammar and vocabulary are subject to change over time. So, editing and proofreading texts for the best language usage means not just having the biggest stack of dictionaries and grammatical reference books. It also means keeping up-to-date on all the on-going changes to the language that appear in the Danish print and digital media, both high-brow and low-brow, aimed at both the young and old.

Copywriting

It seems obvious, but knowing your target group is paramount. How do they speak and write? What do they read and listen to? What makes them tick? Do you want to reach a particular segment of Danish society or are you going for broad appeal? In either case, it is good to understand the communication patterns of the target group and navigate from that.

AI

AI is a great tool, however, there are pitfalls. Will your data be disclosed to your competition? Will the text have a bias towards AI stakeholders? Will the tool understand the difference between the terms “cheap” and “good value”? Will it understand the context or will it translate “Made in Turkey” using the Danish word for the bird you eat for dinner? Would you ask AI to choose the best local restaurant? Probably not, because it is not a person. And because AI is not a person, you cannot ask it questions, and most importantly, sue AI if a bad translation becomes a very costly one! We offer both AI-assisted translation (aka “Machine Translation”) and also editing of your own AI-generated texts. However, there is no standard for judging the quality of AI-generated translations. Just because the translation sounds right doesn’t mean it actually reflects the source text. For this reason, we do not recommend AI for valuable projects without having a professional translator review them.

Audio / Video

In the future, your fridge and your washing machine will chat with you. Major efforts are being made to create vast, verbal databases for each language. But how do you rate the quality? Is everything audible? Did the actors nail the accent without making too many clicks or noises with their mouth? Despite its reputation as a “classless society”, Denmark still has distinct social groups that communicate in vastly different ways. To some, a clear upper, middle-class voice is soothing. To others, it is condescending. Danes also have strong reactions to regional dialects in Danish. At Wording, we use academic research and target group analysis to create the right diction profile for each voice recording.

Academic / Teaching Danish

Wording works together with several academic institutions. Peter Grunnet-Jensen is external marker at Translation Studies, Goldsmiths, University of London.