METM26 presentation

Framing: how to recognise it and use it to your advantage

Silvie van der Zee, Utrecht, Netherlands; Marianne van Amersfoort-Gerritsen, Warnsveld, Netherlands

Ever wondered why some texts spark excitement while others fall flat – even when the facts are the same? The secret is framing: the subtle (and sometimes not so subtle) art of choosing words, images and metaphors that shape how people think and feel. It is a powerful tool used not only in marketing materials but also in politics, the news and social media, so it’s important to find out how to spot it and harness it in your own translation and/or transcreation.

As translators and editors, we have the opportunity – and the responsibility – to shape our clients’ message in a meaningful way. In this interactive session, you’ll discover how framing can shape your language choices and enhance a message, influence perceptions and even drive business success. We’ll dive into real-world examples from marketing, media and everyday translation challenges. You’ll learn practical strategies to use framing to your advantage, making your translations not just accurate, but impactful and persuasive. Plus, you’ll get to test your framing instincts in a fun quiz. Can you tell how framing was used in the examples we will show? You’ll get the chance to share your own experiences, so we can all learn from one another, and we’ll also show you how to apply the technique to your own texts, for instance on your LinkedIn profile or website. Examples will be in Dutch, English, French, Italian and Spanish.

Although we focus on framing in the context of translation, editors and copywriters will also find our approach applicable in their work. If you think it’s a question of accuracy alone, come find out how framing changes the game – and learn to play it.

About the presenters

	Silvie van der Zee is an English to Dutch translator from Utrecht with a Master’s degree in Translation Studies from Utrecht University. She has been translating since 2011 and specialises in marketing, tourism and e-commerce. Her passion for travel is reflected in her business name The Traveling Translator.
	Marianne van Amersfoort-Gerritsen is an English to Dutch translator with a Bachelor’s degree in Translation. She lives in Warnsveld, next to the Hanseatic city of Zutphen, hence her business name Hanse Translations. She has been translating since 2021, after a long career in customer service.