Vol. 32, August 2003

The Translation E-Buzz

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Table of Contents


Employee of the Month
Lisa Siciliani

Charged with Localization and Marketing Development Lisa Siciliani skillfully combines creativity and strategic analysis. She is responsible for the evolving design of the RMTC web site, production of holiday videos, a recently introduced new ad campaign, and much, much more. Lisa’s profile follows in her own words....

The Word is Tump

Tump is one of my favorite Southern words, and if you’re unfamiliar with this term, it may be used to suggest that Billy watch out before he tumps that tea over or “Hey, I was the only one that didn’t tump my tube over in the river today!” I was born in a part of the bayou state, Louisiana, which is at a sort of cultural convergence. There are influences of the old Deep South with its soft lilting drawl, the Cajuns, where English is liberally sprinkled with French and people born of hills and hard times who speak with a bit of a twang and know words like tump. I love being from Louisiana and get homesick sometimes for sunrises on the levee watching the blue herons fish, fragrant magnolias as big as dinner plates, and Spanish moss draped from cypress trees. The great food and music is just lagniappe.

A Gypsy Is Born

I may not have cornered the market on unusual jobs, but I’ve had a fair sample. I’ve done field work, factory work, restaurant work, social work, office work, retail work and design work. They were indoors, outdoors, after school, during the summer, around college classes, just until I moved, getting started after I moved, second jobs, fits a child’s school schedule, and finally REAL jobs. The one that gets the most laughs is the fishing lure painting job in Arkansas when I was just out of high school. Yep, if you’ve ever looked at a fishing lure, you certainly probably never wondered how it was painted. Started out small, just painting the eyes (really) and worked my way up to spray gun work. Sometimes I’d have one of those surreal moments and just bust up laughing. I was 19 and couldn’t see my destiny in the woods of Arkansas painting lures so I sold what I could, gave away the rest and bought two plane tickets to California—one for me and one for my cat.

Hey, Come Listen to This!

The 10 years I spent in California were great, but not at all what I expected. My only experience of the state were the visits we made to Los Angeles and San Diego when I was growing up. My plane landed in the middle of the San Joaquin valley and there wasn’t even a hint of an ocean anywhere in sight. I eventually lived in the Bay Area and outside of Napa. California blew my horizons wide open, getting to know people from all over the world and I reveled in all of the different cultures. The native Californian kids thought I was pretty exotic, too. “Hey, come listen to this—Lisa, say something!” I can, however, still introduce myself in Farsi, albeit with a Southern accent.

Oh, What the Hay

I started college. You know, you’re young, have no idea what to do and everybody else is going to school. So I somehow landed a job at a junior college school farm, had a great boss who was Basque and decided to major in Animal Science. (I didn’t even know sheep were born with tails, so he really had his work cut out.) That brings me to a fun (if not the most lucrative) job training horses—one of my employers paid me partially in fresh goat’s milk. I had a lovely daughter and it was great being able to take her to work with me in the summer. She’s still the sun that rises and sets and now that she’s grown, doesn’t even mind having too many names to fit on anything because her mama couldn’t make up her mind. I blame it on the California influence.

But It Never Rains Here In the Summer

I just couldn’t imagine my daughter not knowing what it felt like to play in the summer rain, eat shrimp until you had to lay flat, listen to live blues and Cajun music or at least once in her life, live in a place where you know your neighbors and your teacher at school might give you a lift home if it was too hot to walk. So we moved and I continued college in Louisiana, changing majors to, well, to something else—hey, how about business—that’s practical. Eventually, after only 6 ½ years of full time college, I plopped down in my advisor’s office and ask if I qualified for a degree in anything, because “I’m ready to graduate.” Miracle worker that he was, he cobbled my mish-mash of management, social science, history and assorted animal science classes like beef production into something. I don’t know how useful knowing the names of pig breeds were in my first real job, retail store management, but they didn’t specify what the degree was in, just that you have one.

The Gypsy Hangs Up Her Wings

It was time to find better opportunities and I had friends here in Austin that loved it so my daughter, The Honey, flew the nest for college and Mama packed up the full-sized, chicken-wire horse (couldn’t leave that art project behind) and headed for Austin. With the luck of the Irish, I found a job working as a word processor in a translation company as soon as I arrived. That was six years ago and I’m still with that translation company.

I’ve had interesting work and worked with great people before, but McElroy, hands down, combines attributes that make work fulfilling, challenging and a pleasure. I am proud to work for such a progressive and professional business organization. I feel fortunate to be able to grow within this company—I’ve used so many of my experiences and what may loosely be termed talents. My work is varied and creative, from researching industry trends to developing marketing materials. Austin is a great place to live. When I’m not working, I dig in the dirt (there IS room for another plant in the yard), still listen to music and still dabble in my weird art projects.

And Austin isn’t so far from my bayous that I can’t get back to visit.

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Solo Librarians Endorse McElroy Translation

At the recent Special Libraries Association conference in New York, “solo librarians” met to discuss the the challenges faced by their membership. As the name implies The Solo Librarians division of SLA is comprised of corporate librarians that serve the centralized information needs of their organizations with a staff of ONE.

The round table meeting in July probed; such question as how do Solos manage to overcome global hurdles? How do they deal with customers who live in different time zones? Customers who speak a different language ? Export regulations? How do they market services to global clients?

One key is to maintain a list of reliable translation firms. Notes from the meeting reflect that many attending enthusiastically recommended McElroy Translation. We appreciate the support!

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Engineers learning not to burp at business meetings

Software professional Sudhir Udayakanth, who heads a company managing web content, lost a foreign client when one of his Indian engineers repeatedly burped at the negotiating table.

So he set up an academy seven months ago in India’s technology hub of Bangalore to train code writers and engineers on how to dress, communicate and mingle in professional settings.

Udayakanth, 29, is among a new crop of about a dozen trainers who groom Indian code writers, often travelling to the US and Europe, to get comfortable with a new culture and be knowledgeable about socializing skills.

“Indian code writers have the skill sets and a lot of talent but the finishing touch is missing,” Udayakanth, sitting at a downtown apartment converted into an office, told reporters.

Social terror

“Most of the time when I am with a foreign client I am on the edge of my seat as I fear my colleagues will commit a social blunder. He may bum a cigarette or pick his tooth and burp aloud. I have lost quite a few clients because of this,” he said.

India has the largest pool of English-speaking IT professionals after the US. Most major foreign information technology firms such as Microsoft, Intel, Dell, Oracle and IBM have bases in the country.

An army of engineering graduates, willing to work for one-eighth of the salaries of their counterparts in the US and Europe, have fueled the software revolution in India.

More than 60,000 Indian software engineers worked in the US in 2001. In the current year about 30,000 will head there, according to India’s premier IT lobby, the National Association of Software and Service Companies.

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SPECIAL OFFER: Contact your account representative to learn about special incentives RMTC is offering to help clients meet the deadline challenge.
Contact Corrie Palm or Carla Heironimus for more information.

The CE Mark - Are You Ready?

http://www.exportmichigan.com reports:

By 2004, an estimated one half of all U.S. exports to the EU (European Union) will require the CE mark (Conformite Europenne). The CE mark indicates that a company has met essential health and safety requirements for a wide range of products, including machinery, electronics, medical devices and telecommunications equipment. All companies selling products within the EU must meet CE mark requirements in order to sell their product.

What is the CE Mark and what is its purpose?

The CE mark is an indication that a company has met the essential heath, safety and environmental requirements detailed in 22 European Union directives covering an array of products, including electronics, machinery, simple pressure vessels, telecommunications, medical devices, toys and others. Once a company has met these requirements, it can affix the CE mark to its products and sell them throughout the European Union without having to make separate product modifications in each EU country to which it is selling.

The purpose of the CE mark is to harmonize health, safety and environmental regulations in order to facilitate trade and ensure a baseline level of consumer safety among EU member states. If a company fails to meet CE mark requirements, its product can be held up by European customs at the point of entry and returned to the United States. If the non-CE marked product makes it through customs, CE mark enforcement officials in each member state could discover the violation while making routine checks at manufacturing centers or in stores. These enforcement agents might also discover a product in non-conformance with the CE mark after investigating an accident or in acting on a competitor’s complaint. Initial CE mark violators are usually penalized by fines. Repeated violations can lead to a product being banished from the European market.

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Which product groups do the CE Marking directives cover?

It is estimated that about half of all U.S. merchandise goods exports to the EU will be affected by these directives when the CE mark program is fully implemented.

The adopted CE mark (or New Approach) directives cover the following product groups: Active implantable medical devices, electrical equipment for use in explosive atmospheres, cableway installations for passengers, civil users of explosives, construction products, electromagnetic compatibility, energy efficiency for household refrigerators and freezers, energy labeling, gas appliances, hot water boilers, in-vitro diagnostic medical devices, elevators, low voltage machinery safety, medical devices, noise emission of outdoor equipment, personal protective equipment, pressure equipment, radio and telecommunications terminal equipment, recreational craft, satellite earth station equipment, telecommunications terminal equipment and toy safety.

Where can I find more information on the CE Mark?

The following web sites provide information on CE marking:

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EU Foreign Language Labeling Requirements

McElroy Translation is assisting clients in varied fields prepare for CE Mark compliance by providing translations of labels and safety instructions. Although the directives can be vague and confusing with regards to translation, we found one resource which provides insightful questions and answers. From
http://www.ce-mark.com comes the following Q&A:

#1 We only need to translate those portions of our materials that relate to safety, correct?

Yes, providing your products fall under the Machinery Directive.

#2 We are writing into our agreements that our distributor, agent, or end-user is responsible for these translations, does this take us off the hook?

Transferring the translation responsibility to someone else is your decision to make, but any liability stemming from these translations remains the responsibility of the manufacturer.

#3 We only use the five primary European languages, does that cover it?

If you are only selling in EU States that require these “primary” languages you are O.K.

#4 We don’t know which languages are spoken in which countries and cannot possibly be held responsible.

Sorry, not an acceptable excuse.

#5 Please, everybody speaks and reads English over there, do you know how much translations cost?

An unacceptable defense when someone gets hurt because they cannot read the instructions.

#6 The Medical Device Directive 93/42/EEC article 4.4 states: Member States may require the information which must be made available to the user and the patient in accordance with Annex I, point 13, to be in their National language(s) or in another Community language, when a device reaches the final user, regardless of whether it is for professional or other use.

The In-Vitro Diagnostic Directive 98/79/EC article 4.4 states: “Member States may require the information to be supplied in their official language when a device reaches the final user.”

All Member States and future Member States wrote very specific, legally enforceable, national language requirements when they adopted the Medical Device and In-Vitro Diagnostic Directives into National Law.

#7 Our Medical Devices are handled or used by professionals only and we heard that these types of devices are exempt from translation requirements. We have therefore added the statement “ FOR PROFESSIONAL USE ONLY” to all our English materials and continue to use them.

The Medical Device Directive requires than one must make separate application to each EU State’s Competent Authority and make a convincing case to be granted this professional exemption. Very few have been granted so far. It is a time consuming and expensive process.

The In-Vitro Diagnostic Directive allows some exceptions by very few countries.

#8 Our Notified Body said that they are only responsible for checking our translation procedure. They never checked if we had the correct language(s) for each country, so we must be O.K.

The Notified Body expects you to follow your own translation procedure, which should include adherence to the National laws of each EU State to which you export.

#9 One of our European distributors sold product outside their assigned territory which happens to use a different language. Thank goodness we are not responsible for languages once the product is out of our hands.

The manufacturer retains liability throughout the lifespan of the product, machine or device.

#10 We figure that our chances of getting caught are about the same as a camel crawling through the eye of a needle.

Enforcement is not only performed by Customs Officials, it can also be triggered by a complaint filed by one of your competitors or unhappy customers, random checks by government inspectors, or accident investigations. Translations have also become a checklist priority by the Competent Authorities.

Copyright © 2000-2003 by QNET LLC

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Lost In The Translation

(CBS) BEIJING, June 17, 2003

By the millions, the Chinese want America’s lifestyle. Now they also want its language. So Li Yang is an English teacher with a very big dream. “My dream is to make 300 million Chinese people speak good English,” he told CBS’ Barry Petersen.

And good English is very much on the Chinese government’s agenda as it promotes the Olympics in 2008. Everyone from cab drivers to cops is learning how to talk more like Americans.

More and more English signs are popping up around Beijing -- it’s been very helpful to foreigners, says Petersen.

The Chinese are working hard at their new language and often get it right on the mark: one sign says “flower shop” in perfect English. But walk next door to the Golden Dream restaurant and despite how hard they’re trying, you can see how far they still have to go. A stroll down the menu turns up delicacies with names like “fried pignut” and something called “toffee wire drawing Murphy.”

The chef knows what’s in his dishes, but would diners know what was in his “8 kind material en casserole”?

They often get it so close. The snack aisle in one grocery store is labeled “tit dits.” They really meant “tid bits.”

And at the movies it’s “The Three Musketeers” but on the DVD cover it’s the “Shree Musketeens.”

As for Li Yang, his is the voice of change coming to China. “It is never too late to learn,” he said.

And while everyone is learning, how about having some of that “stir fry swamp cabbage”?

©MMIII, CBS Broadcasting Inc. All Rights Reserved

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August
Promotion

Fall is around the corner but the hot sticky days of summer still prevail. When it is just too darn hot to be outside, what could be more refreshing than an afternoon (or two, or three) at the movies? A good flick, a cool, dark space, a comfy chair, buttered popcorn and a friend (or two or three!)

If this appeals to you click here and enter to win a gift certificate from the theater of your choice (with a gift certificate program).

This month’s winner will be selected and notified on Monday, August 26. Good luck! Results will also be posted to the web site. A random number generator will be used to select the winner from an ordered list of entries.

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Impatient German Potter Fans Do Own Translation

By Clifford Coonan

BERLIN (Reuters) - German Harry Potter fans, too impatient to wait for the official translation of the latest adventures of JK Rowling’s child wizard, are translating the new book into German themselves on the Internet.

The latest outing for the bespectacled boy magician, “Harry Potter and the Order of the Phoenix,” is the first ever English-language book to top the German bestseller list, with sales in English estimated at around 500,000 in Germany.

It is not due to be published in German until November 8. But around 8,000 fans are already hard at work translating the brick-sized book as part of a web community.

Translators are asked to translate a couple of pages of the English original into German and as a reward receive access to the work of other translators in the community.

While there are 870 pages in the latest tome, the fifth in the series, there are already 3,000 German pages on the site, as some pages are duplicated and some people have come up with different translations.

“The translations have been varied. Some are great at catching the British irony, others are very strict translations and some have tried to adapt the English into regional dialects, such as the Berlin dialect,” Bernd Koeleman, who operates the site, told Reuters.

“What this shows is that, contrary to expectations, young people like translating and they take pride in it. They can’t do it at school but they are doing it here of their own free will.”

The Web site says it is non-commercial and only community members can read the finished German text to avoid contravening copyright laws.

Carlsen publishing house, which owns the German-language rights to Harry Potter, is happy with this.

“This is no problem as long as it remains within a private community,” said Katrin Hogrebe, spokeswoman for the Hamburg-based publishers.

“It can become a problem if the book is printed but we have spoken to the community and they have agreed not to impinge on copyright law,” Hogrebe said.

Carlsen is planning an initial print run of 1.6 million when the book is launched but is expecting more reprints.

Bild daily praised the initiative, saying: “Our children are becoming language geniuses of their own free will thanks to the book. Only magic is faster than this.”

The book last month also became the first English-language book to top France’s bestseller list.

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Biz talk: Overseas and stuttering

From CNN’s Richard Quest and Meara Erdozain

Habla Usted Espanol? Parla Italiano? Does doing business overseas in another language leave you stuttering or cowering in the corner in front of your clients?

Doing a deal in your own language is one thing, but in a foreign language it can be quite another.

Yet these days, with global marketing at record levels and where one in three jobs depends to some extent on international trade, executives are being asked to get out there and talk the talk.

In the past studying a foreign language for business used to conjure up horrible images of repetitive high school classes full of CEOs studying verb conjugation.

But now a whole armory of products exists out there to assist you -- fumbling around with a pocket phrasebook is a thing of the past.

“We’ve moved on through tape recorders to video, through to multimedia computers,” Graham Davies, a Professor of Computer-Assisted Language Learning, told CNN. “The main thing is that they offer opportunities for much more intensive practice on a one-to-one basis.”

Ever since the invention of the tape recorder learning aids have become more and more interactive, breaking language down into its constituent parts.

“There are units in grammar, and units in vocabulary and even online where there’s audio support and video support. A great deal of this is based on visual interaction and visual memorizing,” reiterated Davies.

Currently, iLoveLanguages.com is one of the more comprehensive based language-related Web sites on the Internet offering information on languages from Akkadian to Zarma.

Yet learning the speech patterns of native speakers remains a prominent feature of any language learning material and CD ROMs still offer some of the best flexibility in terms of self-tutoring in this area.

“It’s accessible. It’s there when you need it [and] you don’t need to go to class,” Norman Harris of DynEd CD ROM based language products told CNN. “The other key thing [you] can do is repeat things ... in order to understand what’s there.”

If you have no basic knowledge of a language, however, it can be an uphill struggle when it comes to overseas corporate talk, which can certainly be more technical.

“Many business courses will assume some knowledge of the language already,” one retailer told CNN. “This can make it quite difficult when people want to go straight into business language.”

Over recent years, there has been a significant increase in job vacancies specifying a preference for foreign language ability, a point not lost on Trade Partners UK, a government body that actively tries to promote partnership trade through communication.

They believe there is a lot company executives can do to improve their ability to communicate with customers and prospects in the language that works for a specific market.

Their advice is get out there and get talking. “The best method for learning a foreign language is to speak it as much as possible, language is socially motivated and it’s socially generated,” one teacher told CNN.

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