About Russian and East Block languages

RUSSIAN
Both neutral Russian translation (for Moscow) and expatriate Russian translation (for the United States) are provided for documents, technical papers, human resources and marketing. Neutral Russian is the target market Moscow and the Russian federation areas. “Expatriate” Russian is generally for Russian populations living in the United States, who may have come from the country of Russia or other Russian-based areas, and whose use of Russian language has been adapted to living in an English-based culture, and whose children are often educated in English, speaking Russian at home.

Translation for documentation, software, marketing materials and web sites in Cyrillic are surprisingly easy to handle when client and translation company work closely together. Voices are recorded in Moscow and also Russian anchors for CNN and BBC. The Russian culture does not respond well to marketing hype, but does respond well to modernity, cutting-edge applications, and technical teamwork. For web sites and web work, once the browser has been properly set to Cyrillic Russian characters, the site will appear in lovely Russian for viewers properly equipped for Russian.

POLISH
Translation for both Polish for Warsaw and expatriate Polish for the United States are provided for documents, technical papers, human resources and marketing. Polish translations for Poland are translated in Warsaw, and voices are recorded in Warsaw. The Polish language has changed immensely in the recent years, due to technology and the break with the Russian block . “Expatriate” Polish is generally for Polish populations living in the United States, whose families have come from Poland, and whose use of Polish language has been adapted to living in an English-based culture, and whose children are often educated in English, speaking Polish only at home.

Translation for documentation, software, marketing materials and web sites in Polish are surprisingly easy to handle when client and translation company work closely together. Although Polish is based upon A-B-C letters, there are very special accented letters that are not available in English based graphic systems and font choices. Thus, compatibility for fonts and character sets is an important issue to be handled quickly at the beginning of any project. Or, @International Services can provide all documents as PDF, or artwork as bitmap files to avoid preparing the client’s machine for Polish compatibility. For web sites and web work, once the browser has been properly set to each language set, the site will appear with proper text and accents for properly equipped viewers.

CZECH, SLOVAK, HUNGARIAN AND EAST BLOCK
The East Block languages include Hungarian, Czech, Slovak, Slovenian, Rumanian, Lithuanian, Estonian and Latvian. Translation and localization is provided for documents, product and software localization, marketing, and human resources. Professional voice talents are recorded in Hungary, Czech Republic, Lithuania, Estonia and Latvia.

Although these languages are based upon A-B-C letters, most have very special accented letters that are not available in English based graphic systems and font choices. Thus, compatibility for fonts and character sets is an important issue to be handled quickly at the beginning of any project. Or, @International Services can provide all documents as PDF, or artwork as bitmap files to avoid preparing the client’s machine for compatibility. For web sites and web work, once the browser has been properly set to each language set, the site will appear with proper text and accents for properly equipped viewers.

UNDERSTANDING THE TRANSLATION INDUSTRY

Whispered stories abound of client catastrophes related to trashy translations. Yet the bottom line begs use of the cheapest proposal. Below is a clear explanation of how the translation industry works.  An insider’s view.

“FACTORY” – TRADITIONAL TRANSLATION AGENCY
The least expensive translation service is also the most prevalent. 95% of all translation services are “factory” business models. The United States, Europe and Asia are dominated by this type of agency. Traditional (“factory”) translation agencies generally offer hundreds or even thousands of low-end translators, and have franchise-style business models. Using Burger King as an example, Burger King has a few outstanding people at the top and thousands of low-wage, low-skill replaceable workers who perform the grunt work of the company. This is the model of the traditional translation agency. Agencies pay translators $.02 to $.06 per word ($12,000 to $24,000 annually). The translations are reviewed by other of the same type for $.01 per word. Because the pay scale is 50% or less of the value of the job, the translators who accept work for such agencies are lower qualified and grind out uninspired work almost mindlessly day after day, week after week, in a machine-like manner, often peppered with typos, mistranslations and odd grammatical word order. An example in English of “factory translations” are the Japanese to English electronics user’s guides that accompany Japanese products and cause such confusion to the purchaser.

TOP LEVEL TRANSLATORS - DIRECT TO CLIENT
Just as any high skill level employee, truly excellent translators cost double and even triple the payment to low-end translators ($60,000 to $75,000 per year). They tend to work directly for clients and never for traditional agencies, both for payment reasons and for the lack of creativity involved in the agency process. These translators are the client’s “eyes”, and are on high alert for every nuance and fact. Such translators have deep knowledge of the law, engineering and marketing, and will write “red flag” reports during a job to assist the client. Such reports may contain items such as:
•    “The process covered in page 3 of the document is against the law in France. See Governmental Regulation xxxx… Client may wish to investigate.”
•    “The expression used on page 4 translates as “prostitute” in South America. Client may wish to reword, then retranslate”.
•    “Have noted that client has not translated the xxxx. The shipment may be halted at the border and returned.”
•    “The client requested that we review its in-house translation for quality. There is serious trouble with syntax, and was obviously translated by a person of the wrong dialect. How would the client wish to proceed?”
•    In the original English copy, there are typographical errors and a word missing on page 5. Please warn client before goes to print.

ADVERTISING AND MARKETING COPYWRITERS
Writing copy for advertising and marketing is a professional skill, often inconsistent with translating. The word “translation” means a direct replacement of one word for its exact equivalent in another language in the same word order, whether or not the entire concept or approach works in the target language. Advertising copywriters are experts in their own language and in knowing what attracts their audience. They spend their business life massaging words to improve impact. Quality marketing and advertising writers will write and rewrite copy for maximum impact, putting the draft aside and reviewing with a fresh mind. Improving the overall effect to make “tight” copy. Even if it is a translation from one language to another, the word order of that translation, its “readability” or “hook” comes from sentences translated “just right” for the audience. For example, top level translators will translate correctly, but for advertising the copy will be “heavy” and “drag” compared to the rewording of the same translation by an advertising copywriter. Because of the executive level experience involved in good advertising translation, the monetary value of an overseas professional marketing/advertising copywriter is generally $150 to $250 per hour. But if using a copywriter increases overseas sales by up to 30%, then the hourly cost becomes a drop in the bucket.

About some European languages

ENGLISH: BRITISH, IRISH, SCOTTISH
If the original document is in American English, the document should be “adapted” for the target English: British, Irish, Scottish. There are, indeed, word differences between American and the three for England, Ireland and Scotland, plus major spelling differences. Also, the British are much less loosey-goosey with grammar and verbs, more of a stickler for accuracy, preferring less hype and exhibitionism in their marketing and training materials, and having a “soft spot” for humor. For technology, there are very important word usage differences, such as “hash key” for the telephone’s “pound key”.

For the spoken word, each of the 3 areas (England, Ireland, Scotland) have both a broadcast accent and a “street accent”. The broadcast accent is the smooth accent accepted for advertising, multimedia and videos. The “street accent” is that which is often use in specialty commercials or comedy to lend personality to a marketing piece. In general, “street accents” are never used in business multimedia or products. Additionally, British corporate marketing pieces usually have a different “feel” from American, tend to be more modest, and materials written in the U.S. expanded to the U.K. market will often benefit from some rewrite.

ITALIAN
Italy is divided into 3 basic regions: Milan, Rome and the Boot/Sicily. Milan has a reputation of being the international business area of Italy, Rome the trade and tourism center. For translation of documents, technical papers, human resources and marketing materials there is one generic Italian language in writing and speech for all regions. Although there are spoken “street accent” differences between the 3 regions, there is one single broadcast accent used by voice talent for all multimedia, videos, training, advertising and other materials.

@International Services, one of the sponsors of this site,  translates in Milan and Rome according to the project requirements, has consulting Italian engineers, doctors and other specialists, plus records voices for videos, CD Roms, DVDs and other uses directly within Italy. The Italian language is straight A-B-C with no special accent marks to cause computer software incompatibility.

The laws in Italy are quite different from the laws in the U.S. and translated documents with legal or risk impact will often be accompanied by notes clarifying the differences in the laws involved in the document. These legal differences affect many technical documents, contracts, financial papers and marketing translations.

PORTUGUESE
There are two main Portuguese languages: European and Brazilian Portuguese. The two are not simply a difference in pronunciation. There are major word usage differences between the two, and verb endings (such as “ing”) are not the same. Thus, a document from one or the other is immediately identifiable. Because of the grammar and word differences, translators from the target region must be used. The spoken accent between the two regions is as marked as the accents in the United States compared to Australia or England.

Translations from Sao Paolo and Rio de Janeiro, Brazil and  Lisbon, Portugal will differ especially with technical and marketing translators of highest caliber, and review services by engineers, doctors and other professionals. Additionally, professional voice talents are recorded in Sao Paolo, Rio de Janeiro and Lisbon for use with multimedia, DVDs, video and voice products. Full lip sync recording services are also available, performed by the same voice actors who replace the voices of American hit movies into Portuguese.

Tips on Korean and Vietnamese

KOREAN
Korean translation is provided for documents, technical papers, human resources and marketing. There are 3 main dialects of Korean: South Korean, North Korean and expatiate Korean for persons living in the United States or other English-speaking countries. Between the South and North Korean dialects there is a variation in word usage, but most obviously a significant difference in spoken accent. Because of the political climate between the two areas, it is recommend that the utmost care be given to identify the exact Korean target market, and use only translators and voice talents from the proper region.

Koreans living in English-speaking countries pepper their speech with anglicized words, particularly for financial applications such as banking, training or human resource materials. Expatiate Korean will be a bit more simplified and have many daily support-words in English.

Unlike Chinese or Japanese, Korean characters are becoming quite computer-friendly as computer operating systems around the world prepare for localization. Korean characters are actually an alphabet, and can therefore be read if the alphabet is known by the reader. @International Services, for example,  assists clients to become Korean-compatible, or delivers documents and translations as PDF files that can be read on any computer or used by any professional printing company without Korean fonts or capability.

VIETNAMESE
Vietnamese translation is provided for documents, technical papers, human resources and marketing. There are 4 main dialects of Vietnamese: South Vietnamese, North Vietnamese, a “Central Vietnamese” (based upon centuries-old Chinese), and expatiate Vietnamese for persons living in the United States or other English-speaking countries. Between the South and North Vietnamese dialects there is a variation in word usage, and significant difference in spoken accent. Because of the political climate between the two areas, it is recommend that the utmost care be given to identify the exact Vietnamese target market, and use only translators and voice talents from the proper region.

Vietnamese living in English-speaking countries pepper their speech with anglicized words, particularly for financial applications such as banking, training or human resource materials. Expatiate Vietnamese for the U.S. will be a bit more simplified and have many daily support-words in English. Vietnamese voices for videos, training and U.S. voice applications often have a light American accent, rather than the pure “mother country” sound. This light American accent is accepted by all expatriate Vietnamese speakers in the U.S. Heavily English-accented Vietnamese is not as classy for multimedia.

Although based upon A-B-C alphabet, Vietnamese text has totally different accent marks for letters from all other major world languages. There can be several special accent marks for one single letter. The hidden computer code for Vietnamese characters often causes difficulties in web work by designers with incompatible software. @International Services, as another example, assists clients to become Vietnamese-compatible, or delivers documents and translations as PDF files that can be read on any computer or used by any professional printing company without Vietnamese fonts and settings.

Japanese simplified basics

Q:  Possible to get a bit of guidance on Japanese - general guidance?

English to Japanese language services are best performed in Tokyo, and Japanese to English are best translated in the United States or London then reviewed in Tokyo. Written translation provided for documents, technical papers, human resources and marketing are quite different than the style for voice recording (scripts). Although there are other Japanese dialects that have different spoken accents, such as Kyoto Japanese, there is one clear, undisputed Japanese language for use worldwide. For expatriates (persons living in the United States or other English-speaking countries), a Japanese document or project may have English words scattered periodically throughout, particularly for words and items that are used in daily living, technology or banking and therefore are more recognizable in the English language form.

Japanese grammar is completely backward from English grammar. And there are 9 completely different number sets in Japanese. The Japanese grammar structure and number sets strongly affect computer applications such as XML web sites, telephone applications, software and other.

For voice recordings, there is a breathtaking difference between the quality of voices recorded directly in Tokyo compared to those recorded outside of Japan. Tokyo voices and studios are some of the finest in the world. Talents are fully versed in narration, lip sync, advertising and recordings for DVDs, videos, telecom and web.

Japanese characters are becoming quite computer-friendly as computer operating systems around the world prepare for localization. Japanese is what is called a “2-byte” language. That means, that each Japanese character uses two letter-spaces (example: takes the space for “ab” rather than just “a”). To create new text in Japanese requires special operating system and Japanese-compatible software, although most computers can read-only if they have certain elements installed that are found on the user’s system installation CD. @International Services assists clients to become Japanese-compatible, or delivers documents and translations as PDF files that can be read on any computer or used by any professional printing company without Japanese fonts or 2-byte capability.

Mandarin language tips

Q:  Can you clarify a bit more about Chinese, their dialects and changes?

The most popular variations of Mandarin Chinese are Beijing, Singapore, Hong Kong and Taiwan. The Mandarin Chinese language is evolving more rapidly than any other language on earth. Hong Kong, for example, is currently making a fusion between Cantonese and Mandarin, with a different accent and dialect of Mandarin, a Mandarin that is in dramatic flux. Taiwanese Mandarin has a strong variation in both accent and word usage. And Chinese spoken inside the United States has also become a dialect.

From the heaviest of technical content to the warmest of multimedia, Mandarin subtitling or web site translation, there are  cultural differences and nuances, requiring adaptation in your Mandarin Chinese translation with a subtle touch to enhance your image in the eyes of your Chinese prospects and employees.

English to Mandarin Chinese translations destined for China should be translated by true professionals located inside China itself, with impeccable English and 20 years experience. Translations need to have a look and feel of naturalness, as though originally created in China, without the heaviness, errors or stilted feel often associated with a translation. Multimedia script translations should be properly adapted to the “spoken Chinese word” (as opposed to the “written word”), and adapted to the proper length to be spoken within the allowed timing. Mandarin Chinese voice recordings should sound smooth, have credibility, and flow perfectly to the timing of the original English, and the most popular voice talents ae not “professional voice talents” but rather television news anchors.

In China, the appropriate Mandarin Chinese translated words to be used in screen prompts and voice prompts for software and IVR are not a mirror reflection of their counterparts in American English. Your tranlsation team needs to know exactly when to vary your words just slightly to meet the modern standards for this new audience. Mandarin Chinese translators inside China understand software, have first-hand experience in development, and offer Mandarin Chinese translation services for the text elements within code as XML, C++, .NET, Java and similar.

Mandarin and Chinese - natural flow is best

Q:  What are some of the basics of  Chinese?

The most popular variations of Mandarin Chinese: Beijing, Singapore, Hong Kong and Taiwan. The Mandarin Chinese language is evolving more rapidly than any other language on earth. Hong Kong, for example, is currently making a fusion between Cantonese and Mandarin, with a different accent and dialect of Mandarin, a Mandarin that is in dramatic flux. Taiwanese Mandarin has a strong variation in both accent and word usage. And Chinese spoken inside the United States has also become a dialect. The @International Services teams, for example,  are diverse, and very familiar with the impact of these differences and changes.  From the heaviest of technical content to the warmest of multimedia, Mandarin subtitling or web site translation, it is important to find a vendor, such as @International Services, who understands the cultural differences and nuances, who can adapt your Mandarin Chinese translation with a subtle touch to enhance your image in the eyes of your Chinese prospects and employees. Using the newest, most modern Mandarin of today’s quickly changing Chinese terminology, certain teams in China are on the cutting edge of localization, helping you to please the Chinese audience.

English to Mandarin Chinese translations destined for China should be translated by true professionals located inside China itself, with impeccable English and some 20 years experience. Translations should have a look and feel of naturalness, as though originally created in China, without the heaviness, errors or stilted feel often associated with a translation. Multimedia script translations should be properly adapted to the “spoken Chinese word” (as opposed to the “written word”), and adapted to the proper length to drop perfectly into your multimedia project. Mandarin Chinese voice recordings should sound smooth, have credibility, and flow perfectly to the timing of the original English. Voice prompts, software user interfaces and even documentation of all types are professionally translated into Mandarin Chinese, and other Chinese languages.

Spanish Dialects - Further in-depth

Q:  There was a request for more information on Spanish Dialects:

WESTERN HEMISPHERE V. SPAIN
When the term “neutral” is used, this refers to Spanish for North, Central and South America. Spain, on the other hand, has a very distinct writing style, enormously different vocabulary, and a patriotism that is so strong as to affect sales if not approached with text in the proper dialect. The Western Hemisphere, on the other hand, is a bit more accepting and relaxed about dialect differences, as long as there are only very few expressions outside their own dialect. The more expressions outside the reader’s dialect, the more the text appears to have been written for someone else.

REGIONAL PERSONALITY
Mexico and Central America and certain regions of the U.S.A. share a use of terminology, certain verb conjugations, and a general “feel” in their writing. Columbia, Peru, Chile and other South American countries also share their “feel” and vocabulary, at least for business language. Argentina, on the other hand, has its own very strong preferences which differentiate their country from the rest of South America, lean more toward Europe and in some cases are entirely unrelated to all other dialects.

ADAPTATION FOR LOWER READING LEVEL
There is another element worth considering with the Spanish language, and that is “Adaptation for Lower Reading Level”. Spanish speakers who were raised in the United States (and therefore educated in English), or who come from Spanish speaking countries but do not have higher education, have difficulty understanding or identifying with educated Spanish. If a document is ORIGINALLY TRANSLATED into low-level Spanish, then educated Spanish speakers are offended. Therefore, to achieve the dual role of “classy” Spanish, that is equally easy to understand, text is first translated using a high quality translation team, lead by a Certified Public Translator. Then, that translation is reviewed by a professional Adaptor who is responsible for adapting Spanish materials to a lower reading level for many cities and school districts. In this manner, a beautifully - but simply - written document is the result. “Adapted text” is attractive to educated Spanish speakers, but is less confusing to lower educational level.

Spanish Dialects

Q:  What is the basic story of Spanish dialects?

Below are some of the basics on Spanish dialects.  We can share more info if you’d like.

DIALECTS
There are 11 main dialects of Spanish: Neutral Spanish, Neutral Mexican Spanish, Cuban Spanish, Puerto Rican Spanish, Argentine Spanish, Castilian Spanish (Spain), Monterey-Brownsville Spanish, Chilean Spanish, Colombian Spanish, Venezuelan Spanish, Peruvian Spanish. The fact that there are so many dialects has the following impact upon localization:
- Words that are inoffensive in one dialect may offend in another, and
- Use of dialect may increase sales in a particular market.

NEUTRAL OR “GENERIC” SPANISH
There is (almost) a “neutral” Spanish. “Neutral” means that:
- The words are understood by all dialects
- The words do not offend other dialects

UNDERSTOOD BY ALL
It is possible to become quite “neutral” during translation. A few great translators have worked in or with so many countries that they acquire an understanding of vocabulary differences. Or, most reliably, a translation can be created by a specialist in “neutral” and then undergo Dialect Review to identify expressions or word usage which do not apply to other dialects. Removal of dialect expressions produces that which is commonly know as a “neutral translation.” If the material being translated is for general information, rather than advertising, and will cross several dialect frontiers, then “Neutral Spanish” is probably exactly what is needed.

But there are limitations to “neutral-ness”. In South America, most of Mexico and other countries, a “checking account” is called “cuenta corriente”. However, in many parts of the U.S., some parts of Mexico, and one or two other areas, “checking account” is “cuenta de cheques”. The “cheques-users” often do not even recognize the meaning of the expression “cuenta corriente”. Thus, although “cuenta corriente” is beyond any doubt the correct financial term, use of this expression alienates a segment of the population through confusion. Confusion - or vocabulary intimidation - will often affect sales.

Guidelines for successful voice translation

Q:  What are the first steps for a well controlled voice project?

The first steps involve the translation of the script:

1. Determine the Audience: Decide who is your target audience - your employees? general public? television?

2. Determine the Dialect: Make a list of the geographical locations of the people who will receive the translation. If they speak Spanish, for example, are they only in Texas or Miami, or are they all over Latin America, or in Spain?

3. Prepare Glossary: Look at your text, and try to determine if there are many “industry specific” words. For example, does your document say something common like “wrench” or more specific like “crimp”? Make a little list of these words, and see how long that list is. If there are tons, that means you need a specialist translator, such as “Technical” or “Medical” or “Technology”. And, if you have pre-existing translations for these words, please include when your order the job. These words are called a Glossary. Most translators work in some 50 industries, so Glossaries are highly recommended if you have preferred translations of your own.

4. Select Category: You may wish to try the Directory of Translators, for an outstanding translator, quality guaranteed.  Follow the language and category that links to your language, and click on the link in the language of your choice, corresponding to the type of translation you decided upon in #3 above. Send an email to the translator, specifying the type of translation you think it is, and attach the documents, or at least a good excerpt of the documents. If you project is a future project, do some “guessing” as to its future content.

5. Request Cost: Exchange emails requesting a cost estimate, including your deadline. The translators on on the Directory of Translators site are excellent and reliable.