The concept of translation is as old as language itself. Translation allows communication between countries, cultures - and even time periods. For instructions, descriptions, user manuals and basic text - direct translations can work very well.
However, when it comes to marketing - it's not always that simple.
"Advertising is based on one thing. Happiness." - Don Draper, Mad Men. Marketing is a form of communication that relies almost entirely on emotion. Whether it's joy, surprise, envy, or even anger - marketing works best when it makes us feel something, but often when words are translated - their feeling is completely lost.