Thursday, March 28, 2013

10 More Awesomely Untranslatable Words From Around the World


Last year I did a post that listed 20 untranslatable words from other languages.  The post got a lot of attention (mostly thanks to naysayers denying the ‘untranslatable’ label), so I thought I would do a follow-up with more words from around the world.
While a debate could linger on about whether or not there is a synonym in another language that means approximately the same thing, like all languages, colloquial expression is relative to the area where the word originated.
So here’s a new list of words that are inherent to their language of origin, for your appreciation.  Now let’s see how many of them you can translate…

1. Age-otori (Japanese)

To look worse after a haircut
bad_haircut








2. Sgriob (Gaelic)

The itchiness that overcomes the upper lip just before taking a sip of whisky


3. L’esprit de l’escalier (French)

Translated as ‘staircase wit’, the act of thinking of a clever comeback when it is too late to deliver it.

comeback













4. Pochemuchka (Russian)

A person who asks a lot of questions


5. Tingo (Pascuense language of Easter Island)

To borrow objects one by one from a neighbor’s house until there is nothing left in it


6. Mamihlapinatapai (Yaghan, southern Chile)

A look between two people suggesting an unspoken desire


7. Gigil (Tagalog)

The urge to pinch or squeeze something that is unbearably cute such as a kitten or a beautiful girl


8. Waldeinsamkeit (German)

The feeling of being alone in the woods


9. Kyoikumama (Japanese)

A mother who relentlessly pushes her children toward academic achievement


10. Duende (Spanish)

The emotions one feels when they are deeply moved by art.


llorando










Wednesday, March 27, 2013

Pepsi, “Pecsi” or “Pesi”? YOU decide ! From mispronunciation to transcreation


When I moved to Wales at the age of ten, I could not speak a word of English. Starting school in year 6, I quickly had to learn and catch up with my school mates. Although bilingual, I still have my French accent. Having a “foreign” accent in one or more languages is, in fact, the norm for bilinguals. There is no relationship between one’s command of a language and whether one has an accent in it. Having an accent has never been problematic and it is something that I accept and embrace as part of my identity.
But what happens if having an accent leads to serious mispronunciations?
It appears that consumers in Spanish-speaking countries such as Argentina and Spain have difficulties with the pronunciation of Pepsi. Indeed, the “ps” sound in the second syllable is very difficult to pronounce for Spanish speakers.
This is demonstrated to us in this humorous Spanish campaign staring Chelsea player, Fernando Torres who quickly gets frustrated with a British director as he keeps trying to correct his pronunciation of the word “Pepsi”.

After filming repeated takes, Torres rips the letter “P” from a Pepsi sign and tells the director that where he comes from in Spain, it’s called “Pesi.”
Consequently, “Pesi” was born…..
pepsi_pesi1




After recognising that in Spain “Pepsi” is phonetically difficult to pronounce, Pepsi’s agency, BBDO, proposed to rename the brand within its campaign.
However the re-branding didn’t just happen in Spain…
It appears that 25% of the Spanish speaking population in Argentina are asking for a “pesci” instead of a Pepsi.
The result: Pepsi adjusted its name to the local pronunciation in Argentina – Pesci.
The tag line for this campaign “it doesn’t matter how you say it, you are saving either way” came out in 2009 when the Spanish economy was hit by  recession. The overall message was that you can either save money by drinking Pepsi, or save by drinking Pecsi (regardless of how you pronounce it).
Rather than trying to change the Spanish speaking consumer and educating him or her towards the official pronunciation of the brand, Pepsi recognises the local challenges and is proud to create the first “democratic pronunciation of a brand” – in other words, transcreation.
By understanding and taking into account  cultural nuances, Pepsi is able to build a closer, more interactive relationship with its consumers. It presents the image of a corporate giant prepared to listen, to integrate with the cultures of its international markets and care about the way in which its consumers connect with the brand.
One might say the language of success has many different accents, and in this case it carries one very eloquent message.  Respect, listen and learn. Create and transcreate.
Image

Tuesday, March 26, 2013

12 lessons for freelancers from the authors of REWORK







I just swallowed this book in a few days of my vacation! It contains valuable advice not only for people who are building their own products but for a broader audience of self-employed entrepreneurs. It is really a handbook, one can read it over and over again.
Here you can find a “mind-mapped” contents of the book for reference.
And below are my shore takedowns in context of building freelance translation business:
1. Planning is guessing
So true! I’m not making some New Year’s resolutions, I just define directions in which I want to work and evolve. Can you remember what you think two years ago about the future and how it turned out to be? 
2. Why grow? 
We don’t need to be ashamed that we are very small, in many cases 1-person businesses (and don’t have to emulate big respected company), small is actually good, it gives you flexibility and more personal approach.
3. Workaholism is a crime for freelancer, who can know it better than you, who learn things from bitter experience. Prioritize and cut off or outsource unnecessary tasks that take so much of your valuable time.
4. Make a dent in the universe 
Don’t be just a replaceable person in the translation chain, provide a value to you clients. Don’t sit and wait for the change – be the change.
“If you’re going to do something, do something that matters.”
As my favorite Gary Vaynerchuk said: “There is no REASON in 2012 to do things you hate.  None.  NO REASON TO DO WHAT YOU HATE.  Promise me you won’t.  Because trust me, you can lose just as much money being happy as hell. ;)”
BTW, a great talk, highly recommended to watch.
5. No time is no excuse
Again Gary: 
image
As you know there is never a perfect time, because perfect time is NOW.
6. Less mass
Optimize your processes and workflow. I discovered the power of the cloud: I use Dropbox for sharing and collaborating on files, Freedcamp for time tracking and managing projects, Asana for tasks management, PhraseExpressTextExpander (for Mac) for frequently used text snippets etc.
7. Making the call is making progress
Don’t postpone. If you started checking email, answer messages right away.
If you’re not sure about some term while translating, don’t put it off, ask the client, PM etc.
Then your brain won’t have to store everything and will be more open for new ideas.
8. Sell your by-products
You can share your experience in a book. You can organize trainings, webinars.
Besides, translators can consider related services that are currently in need, like community management, copyrighting, localization testing, social media management to mention a few.
9. Interruption is the enemy of productivity
That’s why I try to do the most important tasks in the morning when everybody are sleeping and I try to disable all sources of interruptions, like IMs, Facebook, Twitter during daytime work.
10. Go to sleep
Dear friends-freelancers, people really need sleep, believe me :) And money that can be earned instead of sleeping is not worth of it in the end.
Besides, when you cut your sleeping time, your brain become damaged, you get more stubborn and your creativity level is down.
11. Long lists don’t get done
That’s where procrastination and all other no-accomplishment things appear. Break down long lists into a small ones and what is most importantly – prioritize tasks. I’m using Wunderlist to get my tasks sorted and scheduled. I’m reviewing tasks list in the evening and in the morning to see the overall progress and to remember my priorities. 
12. Build an audience
This can be applied in terms of networking and marketing. 
If you want your clients to knock on your doors, make yourself visible. Twitter and LinkedIn profiles, as well as professional blog with good and regular content, are the “must have”!

Monday, March 25, 2013

This is Not an Oversight. It’s a Policy.






Here’s the basic principle: When a newspaper, magazine, website, or other journalistic medium publishes an article about a translated book, the name of the translator should appear. Everywhere in the world, that’s courtesy and common sense. In Italy, it’s also the law.
And yet important Italian newspapers, magazines, and social networking sites routinely fail to name translators.
This is not just an oversight. It’s not an accident, a mishap, a one-off, a moment of inattention, or a slip up.
The practice has become a policy.
But don’t just take our word for it.
As a writer on the Authors&Translators blog put it recently, “Here in Italy a translator’s name is almost never mentioned — not in the newspapers, often not at authors’ readings, and not by all publishers and journalists.
Or, as a member of a mailing list for translators working to/from English and Italian recently posted:
Il problema dell’omessa citazione del nome del traduttore nasce quando entrano in ballo recensioni di libri, interviste, e/o  anteprime. Su molte altre cose [quelli della redazione] devono stare iperattenti (sennò sono c***i). Se fossero c***i anche nel caso del traduttore mancante, state tranquilli che non ci ricascherebbero. La domanda quindi è: come fare in modo che se omettono il nome del traduttore siano c***i?The problem of the missing translator arises in the case of book reviews, interviews, and/or features. Editorial staff are called upon to be hypervigilant with regard to many details (otherwise, it’s someone’s a**). But if it were also someone’s a** when a translator wasn’t cited, you can rest assured that they’d stop doing it. So here’s the question: What needs to happen so that someone’s a** is on the line when the translator’s name is left off?
Editors typically excuse their omissions with such stock phrases as: “Usually we do include the translator’s name.” “It was just one of those things.” Or perhaps our favorite: “The translator’s name isn’t news.”
So just look at typical book reviews and features. 
The name of the author is news, the publisher’s name is news, the price of the book is news, and the number of pages in the book is news…. But the translator’s name is not news.
In the last few months, No Peanuts! has called your attention to the case of Giuliana Lupi, the Italian translator of Andre Agassi’s autobiographyOpen, whose name did not appear in articles published in Italy’s largest daily, La Repubblica. Earlier in March, La Repubblica did it again with the Italian publication of Sheryl Sandberg’s new book, Lean InA major, three-page Sunday feature ignored the two women translators of Sandberg’s book. These instances can be added to scores if not hundreds of others over recent years involving La Repubblica.
This is not an oversight. This is a policy.
When translators are rendered invisible, their entire profession is undervalued. They also tend to be underpaid. And that’s exactly what’s happening in Italy, where literary translators are under assault by the Italian editorial industry through relentless downward pressure on rates.
Coincidence? We don’t think so. That’s why No Peanuts! is launching a new project: The Translator’s Thistle/Il Cardo del Traduttore.
Each month, we’ll award a Translator’s Thistle to the print or online source that has done the most to disrespect translators. No surprise: the winner for March 2013 is La Repubblica and, specifically, its Sunday-edition editor Livio Quagliata and its writer Enrico Deaglio for their March 10, 2013 translator-less Sunday feature on Lean In/Facciamoci Avanti.
Visibility = respect. Visibilità = rispetto.

Wednesday, March 20, 2013

How To Localise A Biscuit










Oreos: a quintessentially American snack that has captured hearts the world over. We all know what it looks and tastes like: round, black and white and very, very sweet.

In China, however, Oreos can take up a cylinder shape, have a strawberry filling or not be a biscuit at all, but a wafer.
This has been a pivotal part of Kraft Food Inc’s, the company behind Oreos, global success (a cool $1.5 billion in global annual revenue), which has only been possible through tiresome trial-and-error, extensive market and cultural research and a localisation strategy that tapped into the sweet tooth of the target markets.

When Kraft initially launched the sandwich cookie in China in 1996, it failed to lure buyers for the best part of the following decade. Kraft realised that the cookie crumbles differently in a new market, and in 2005, it decided their beloved snack needed to be rebranded, practically from scratch, if it was to make an impact in the Chinese market.

Cookie Localisation:

The first issue that needed to be addressed was the taste. Lorna David, in charge of Kraft’s global biscuit division, was quoted of saying that Chinese consumers liked the contrast of sweet and bitter, but found Oreos to be too much of each. 

The original taste needed to be modified, making the biscuit more chocolaty, while reducing the cream’s sugar levels.
The second issue was price and packaging. Typical American buying habits can be quite different to Chinese buying habits, particularly when it comes to food and snacks. At the time of launch in China in 1996, Oreos sold in the US cost ¢72 for a packet of 14. For the value-conscious Chinese, this was too expensive, so part of Kraft’s localisation campaign meant that it had to introduce smaller packets at a cheaper price to match Chinese buying habits.

The changes worked brilliantly, and spurred Kraft to takes its localisation initiative one step further, redesigning the biscuit to four layers of crispy wafers, filled with vanilla and chocolate cream and coated in chocolate. It looks nothing like the original, but had the similar look and feel of many other snacks on the market, only with Oreos original taste.












Kraft clearly took a great gamble here. To western eyes, the revamp looks unrelated to the original, a loss of identity, but to Chinese consumers it represented the best of both: A wafer biscuit a la Oreo. 
This opened the door to further innovations in the preceding years, as Kraft began experimenting with flavours. Its green tea ice cream and Double-Fruit Oreos [see image below] incorporated zests that spoke to the local market.









Since then, Kraft has implemented similar localisation strategies for its Oreo brand in other countries, most notably in Argentina where it released both the Alfajor Oreo, which resembles a traditional local confection containing almonds and cinnamon, and the Dulce de Leche and Banana Oreo, taken after a nation’s favourite chocolaty sweet treat [see image below].












India launch:

In 2011, Kraft launched the Oreo biscuit in India, using locally sourced ingredients, adjusting the recipe to India tastes, shrinking their size slightly from its American counterpart and selling at highly competitive prices, especially in rural areas.

However, perhaps one of the most significant decisions was to change the company name on the packet from Kraft to Cadbury, since Cadbury was already a recognized brand in India (Kraft acquired Cadbury in 2010 for £12 billion). Kraft’s scope and resources demonstrate how it really considered all possible avenues in its localisation strategy.

Localisation Conundrums:

The Oreo case-study offers a perfect example of how localisation can stretch far beyond just having words translated. Simply translating the packaging did not give the Kraft the returns from the Chinese market it initially anticipated. Only once the company embraced local tastes and buying habits did it become China’s best-selling biscuit.

Other multinational consumer brands have also given themselves a radical makeover when opening up to foreign markets. Starbucks in China, for example, does not see coffee as its main product, since the proportion coffee drinkers there is significantly less than in the US or Europe.

While brands should not be afraid to redefine themselves for different markets, it is important to find the right balance of localisation. 
The question on every global branding officer’s lips is to how to maintain the brand’s identity while adapting to the cultural norms and sensitivities of the target audience.
This counts for the product as much as it does for the marketing campaign. In as much as people don’t all speak the same languages, certain marketing techniques and campaigns may work in one country but completely fall short in another.

That is why as brands expand, they also need to become more flexible. Expand too far, however, and the brand may snap.

http://www.todaytranslations.com/blog/2013/03/19/how-to-localise-a-biscuit

Tuesday, March 19, 2013

7 grammar rules you really should pay attention to











I recently wrote an article for TheWeek.com about bogus grammar "rules" that aren't worth your time. However, there are still plenty of legitimate rules that you should be aware of. Not following them doesn't make you a bad person or even (necessarily) a bad writer. I'm sure that all of them were broken at one point or another by Henry James, Henry Adams, or some other major author named Henry. Moreover, grammar is one of the least pressing problems when it comes to the poor state of writing today. In my new book, How to Not Write Bad: The Most Common Writing Problems and the Best Ways to Avoid Them, things like wordiness, poor word choice, awkwardness, and bad spelling — which have nothing to do with grammar — take up the bulk of my attention.
Nevertheless, anyone who wants to write in a public setting has to be aware of grammar. (And I'm concerned with writing here; talking is a whole different ballgame.) If you make these errors, you're likely to be judged harshly by an editor you want to publish your work; an executive who, you hope, will be impressed enough by your cover letter to hire you; or a reader you want to be persuaded by your argument. In each case, there's a pretty easy workaround, so better safe than sorry. 

1. The subjunctive

This one is pretty simple. When you're writing about a non-true situation — usually following the word if or the verb wish — the verb to be is rendered as were.
So:
* If I was were a rich man.
* I wish I was were an Oscar Mayer wiener.
* If Hillary Clinton was were president, things would be a whole lot different.
If you are using if for other purposes (hypothetical situations, questions), you don't use the subjunctive.
* The reporter asked him if he were was happy.
* If an intruder were was here last night, he would have left footprints, so let's look at the ground outside.

2. Bad parallelism 

This issue comes up most often in lists, for example: My friend made salsa, guacamole, and brought chips. If you start out by having made cover the first two items, it has to cover subsequent ones as well. To fix, you usually have to do just a little rewriting. Thus, My friend made salsa and guacamole and brought chips to go with them.

3. Verb problems

There are a few persistent troublemakers you should be aware of. 
* I'm tired, so I need to go lay lie down.
* The fish laid lay on the counter, fileted and ready to broil.
* Honey, I shrunk shrank the kids.
* In a fit of pique, he sunk sank the toy boat.
* He seen saw it coming.
(The last three are examples of verbs where people sometimes switch the past and participle forms. Thus, it would be correct to write: I have shrunk the kids; He had sunk the boat; and He had seen it coming.)

4. Pronoun problems

Let's take a look at three little words. Not "I love you," but me, myself and I. Grammatically, they can be called object, reflexive, and subject. As long as they're by themselves, object and subject don't give anyone problems. That is, no one who's an adult native English speaker would say Me walked to the bus stop or He gave the book to I. For some reason, though, things can get tricky when a pronoun is paired with a noun. We all know people who say things like Me and Fred had lunch together yesterday, instead of Fred and I... Heck, most of us have said it ourselves; for some reason, it comes trippingly off the tongue. We also (most of us) know not to use it in a piece of writing meant to be published. Word to the wise: Don't use it in a job interview, either.
There's a similar attraction to using the subject instead of object. Even Bill Clinton did this back in 1992 when he asked voters to give Al Gore and I [instead of me] a chance to bring America back. Or you might say, Thanks for inviting my wife and I, or between you and I… Some linguists and grammarians have mounted vigorous and interesting defenses of this usage. However, it's still generally considered wrong and should be avoided. 
A word that's recently become quite popular is myself — maybe because it seems like a compromise between and me. But sentences like Myself and my friends went to the mall or They gave special awards to Bill and myself don't wash. Change the first to My friends and I… and the second to Bill and me.

5. The 'dangling' conversation

In a class, I once assigned students to "review" a consumer product. One student chose a bra sold by Victoria's Secret. She wrote:
Sitting in a class or dancing at the bar, the bra performed well…. Though slightly pricey, your breasts will thank you. 
The two sentences are both guilty of dangling modifiers because (excuse me if I'm stating the obvious), the bra did not sit in a class or dance at the bar, and "your breasts" are not slightly pricey.
Danglers are inexplicably attractive, and even good writers commit this error a lot... in their first drafts. Here's a strategy for smoking these bad boys out in revision. First, recognize sentences that have this structure: MODIFIER-COMMA-SUBJECT-VERB. Then change the order to: SUBJECT-COMMA-MODIFIER-COMMA-VERB. If the result makes sense, you're good to go. If not, you have a dangler. So in the first sentence above, the rejiggered sentence would be:
The bra, sitting in a class or dancing at a bar, performed well.
Nuh-uh. The solution here, as it often is, is just to add a couple of words: Whether you're sitting in a class or dancing at the bar, the bra performs well.

6. The semicolon

I sometimes say that when you feel like using a semicolon, lay lie down till the urge goes away. But if you just can't resist, remember that there are really only two proper uses for this piece of punctuation. One is to separate two complete clauses (a construction with a subject and verb that could stand on its own as a sentence). I knocked on the door; no one answered. The second is to separate list items that themselves contain punctuation. Thus, The band played Boise, Idaho; Schenectady, New York; and Columbus, Ohio.
Do not use a semicolon in place of a colon, for example, There is only one piece of punctuation that gives Yagoda nightmares; the semicolon.

7. Words

As I noted in my previous article, the meaning of words inevitably and perennially change. And you can get in trouble when you use a meaning that has not yet been widely accepted. Sometimes it's fairly easy to figure out where a word stands in this process. It's become more common to use nonplussed to mean not bothered, or unfazed, but that is more or less the opposite of the traditional meaning, and it's still too early to use it that way when you're writing for publication. (As is spelling unfazed as unphased.) On the other hand, no one thinks anymore that astonish means "turn to stone," and it would be ridiculous to object to anyone who does so. But there are a lot of words and expressions in the middle. Here's one man's list of a few meanings that aren't quite ready for prime time:
* Don't use begs the question. Instead use raises the question.
* Don't use phenomena or criteria as singular. Instead use phenomenon or criterion.
* Don't use cliché as an adjective. Instead use clichéd.
* Don't use comprised of. Instead use composed of/made up of.
* Don't use less for count nouns such people or miles. Instead use fewer.
* Don't use penultimate (unless you mean second to last). Instead use ultimate.
* Don't use lead as past tense of to lead. Instead use led.
I hesitate to state what should be obvious, but sometimes the obvious must be stated. So here goes: Do not use it's, you're or who's when you mean its, your or whose. Or vice versa!