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Vol. 57    September, 2005


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A Beautiful Name

I have no doubt that the life of every person this edition reaches has been touched in some way by Hurricane Katrina. So much has been witnessed, written, seen. To all of this I add only the comment of my eight-year-old daughter; “Oh mommy, I feel sorry for people named Katrina.” I believe that Katrina remains a beautiful name that now evokes images of a nation mobilized to help and to serve. In every single circle of community that touches me - colleagues, neighbors, family, school, church – I do not know a single individual that did not give time and/or money to serve the needs of others. McElroy had the opportunity to send an interpreter to a local shelter to assist with important communication about FEMA registration and logistical planning. A local Austin company opened its employment doors to any of its New Orleans employees who made it to Austin creating 70 new jobs within a week. There are countless stories of good and goodwill. That must be the legacy of Katrina. And perhaps the philosophy of giving and serving will remain more prevalently in our collective conscious.

MSDS and Translation Memory

This month we profile Project Partner Dan Levine of Product Safety Solutions. McElroy Translation partners with Dan on those MSDS projects that require not only translation of MSDS for other markets, but consultation on how those documents must be written to comply with regulations. An MSDS (Material Safety Data Sheet) is a compilation of information required under the OSHA Communication Standard on the identity of hazardous chemicals, health and physical hazards, exposure limits, and precautions. The format of MSDS is fairly well standardized and many clients take a systematic approach using controlled language to create their MSDS. The standardization of format and controlled content make MSDS translation projects prime candidates for Translation Memory use.

What exactly is Translation memory? McElroy clients have always demanded the high quality that results from customized translations performed by experienced individuals with technical backgrounds, with the additional quality assurance processes of technical editing and proofing. (In other words, a human approach!) For some types of work, the productivity and the consistency of these highly qualified translators is optimized using translation memory tools. This is NOT machine translation. Translation memory tools draw strictly upon the translation that has already been performed by the translator, so that effort is not repeated and translation throughout a body of work or across multiple projects is consistent.

McElroy Chief Editor Dr. Mark Ritter teaches a course for the Austin Community College Localization Certification program on Translation Memory and Machine Translation. An excerpt from his course introduction follows. It serves as an excellent overview of Translation Memory and illustrates the value that using this technology can offer to some of McElroy’s clients.

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The question is,” said Alice, “whether you can make words mean so many things.”

Lewis Carroll: “Through the Looking Glass”


Dan Levine - Project Partner

McElroy enjoys a reputation as a premier translation resource for hazard communication documents like MSDSs and labels. But what about the client who wants the entire package? You know… Write the MSDS and label and then translate it into various languages. For projects like these, McElroy can work with contractors whose expertise helps us deliver a complete package. One of our contractors is Dan Levine, president of Product Safety Solutions.

Dan has said that “Almost nobody starts out to become a hazard communicator. We take very different paths to this profession.” An interactive presentation he gave at the 2004 Spring SCHC meeting in New Orleans bears this out. Out of an audience of about 100 people, only one actually took an academic program designed to help them become a hazard communicator.

Dan’s path to hazard communication is the typical circuitous route. Born in New York City, he grew up on Long Island and attending Hicksville High School. He was a baby boomer who found himself in the advanced science track along with some of his friends. “We all had finished biology, chemistry and physics by the end of our sophomore year and were able to take advanced courses. I took mine in biology and chemistry. Luckily, the teachers who taught these courses made them fun as well as educational.” When it came time for college, Dan looked for a school that offered a chemical engineering program. He ended up at the Polytechnic Institute of Brooklyn (now know as the Polytechnic University).

“The program was pretty tough. I had to complete 144 credits in four years and lots of those credits were labs where you had to spend three hours in lab for the same credit as one hour in class.” He joined the Alpha Epsilon Pi fraternity and that helped to counter the intensive academic program. “Craziness was the norm at the fraternity house. We were all engineers or scientists and needed to do anything that didn’t involve science. Fortunately, we had some fraternity brothers with great imaginations…..”

Upon graduation, Dan took a job in Syracuse, NY with what was then Allied Chemical. He spent 10 years in manufacturing that included two plant startups and ended up with him as supervisor of the “dry side” of the first and oldest synthetic soda ash complex in North America. But the plant was fighting cheaper, natural soda ash and had a limited life. He jumped at the chance to transfer to headquarters in Morristown, NJ when a job in the product safety department became available. “My dad was into health foods and organic gardening and sparked my interest in chemical toxins and hazards. I think this helped to steer my path to product safety.”

Dan spent 31 years with Allied, which by mergers, acquisitions and name changes became AlliedSignal Inc. He became a “hazard communicator” when the person who did precautionary labeling had to undergo a medical procedure that would keep him away from work for two months. There was a current need and Dan, who was then concentrating on product stewardship issues, was “volunteered” by his boss to fill the gap. Over the next few years, many other “gaps” had to be filled and Dan’s eagerness to learn new things helped him to develop expertise in all the issues related to chemical product safety. He also joined SCHC, the Society for Chemical Hazard Communication, about a year or two after it was created. Dan’s a joiner and he soon found himself running the Society’s program committee for three years. He joined the board of directors but then found himself as secretary/treasurer and eventually became president. He is currently a member of the board and active in several committees.

In 1994, Dan became the corporation’s Director of Product Safety and Integrity. His responsibilities included not only the chemical products, but overall direction for the product safety programs of the aerospace and automotive business sectors as well. “I was far from an expert in aerospace and automotive issues, but they were very interesting areas and we had some great folks directing the day to day programs in these areas.”

Dan left Allied in 1998 and started up Product Safety Solutions. Chemical product safety has been in his blood since 1978 and this provided the opportunity to do it full time. His clients vary from Fortune 500 companies to owner-operators. “The work varies client to client and it gives me the opportunity to do some training for folks who are anxious to learn. Also, no two days are the same and I guess that’s part of the appeal.” Dan and McElroy found each other through the SCHC and it has resulted in a relationship that puts two disciplines together to give McElroy the ability to deliver a complete “hazard communication solution” for our clients.

Hong Kong

The People

Hong Kong is very sophisticated and cosmopolitan, blending the cultures of Asia and Europe. Its people are highly educated, very motivated and westernized. Hong Kong is 98% Chinese (Cantonese), but the people view themselves as different from other Chinese. Cantonese habits and customs are dominant. An individual’s actions, prestige, education, wealth and reputation reflect positively or negatively on the entire family.

Meeting and Greeting

  • Shake hands with everyone – men, women and children – upon meeting and leaving. Note that Hong Kong Chinese handshakes may be less firm than a Western handshake.
  • Higher-ranking persons are introduced before those of lower rank. An older person comes before a younger person, and a woman before a man. Family members are greeted in order of age, oldest first and youngest last.
  • It is polite to inquire about a person’s health or activities upon greeting.

Names and Titles

  • Use family names and appropriate titles until specifically invited by your host or colleagues to use their first names.
  • Address the Chinese with Mr., Mrs., Miss or professional title plus family name. Example: Lau Gan Lei would be Mr. Lau or Doctor Lau or Professor Lau.
  • Chinese names have two parts: family name and given name. The family name comes first.

Body Language

  • Hong Kong Chinese may stand close when talking, however, they are reserved and uncomfortable with body contact. Do not hug, kiss or pat people on the back.
  • Winking at someone is considered a very rude gesture.
  • Request your bill by making a writing motion with your hand.
  • To beckon someone, extend your arm, palm down, and make a scratching motion with your fingers.
  • Never point with your index finger. This is used only for animals. Point with your hand open.

Corporate Culture

Many Hong Kong businesspeople have been educated in Western schools and are well-heeled, well-traveled and possess an international perspective. The business climate in Hong Kong is “wide open, ” with a free market and limited government involvement. Hong Kong business activities are competitive, honest and quick. Making money is the main goal. The style of business is similar to that of the United States.

  • Punctuality is expected and respected; be on time for all appointments. Allow “courtesy time” (30 minutes) if someone is late for an appointment with you.
  • Tea is served at meetings. Do not drink until your host takes the first sip. A host leaving tea untouched signals the end of the meeting.
  • Bring business cards printed in English on one side and Chinese on the other side. Make sure that the Chinese side uses “classical” characters, the written form of Chinese used in Hong Kong, and not “simplified” characters, which are used in the People’s Republic of China. Upon introduction, present your business card with both hands and with the Chinese side up.
  • Be sure to look at a business card upon receiving it. Do not write on a business card in front of the person who gave it to you.
  • Lawyers are not included in negotiations until contracts are drawn up and signed.
  • Negotiations may be slow and detailed, but very efficient. Send senior people with technical and commercial expertise prepared to function as a team and make decisions on the spot. Business deals may be sealed with a handshake alone. Be prepared to compromise.
  • Banking contacts are very important. Use a bank to set up your meetings.
  • Take time to build relationships. It may take several meetings to accomplish goals. Do business face to face. Courtesy calls and personal selling are vital to success.
  • “Yes” may not mean agreement; it often means “I hear you.” “No” is generally not said. Instead, you may hear “I will have to wait,” or “This may be very difficult.”
  • Do not attempt to open an office in Hong Kong without hiring or consulting a “geomancer”/“feng shui” professional. A feng shui professional advises on facility, moving date, opening date, entrance, etc. and positions office furniture to be in harmony with cosmic forces. Do not ignore this custom. Many Chinese will not do business without feng shui approval for fear of trouble from spirits. Ask a Hong Kong businessperson for the name and number of a reliable feng shui professional.
  • Make appointments for business meetings a month before arrival.

Dining and Entertainment

  • Tea is the customary beverage for all occasions. Your teacup will be refilled continually. Leave your cup full if you are finished. Chinese find adding sugar and cream to tea a very strange Western habit. Place teapot lid upside down (or open if attached) to signal the waiter for more tea.
  • Toasting is an important part of a Chinese dinner. If you are the guest of honor and are toasted, smile, raise your glass, make eye contact, drink, raise your glass and thank the host and guests.
  • The guest of honor rises and thanks the host for everyone present at the end of dinner. Make a simple, polite, short toast to friendship, success and cooperation.
  • The banquet host visits each table and makes a toast. A toast is often made in the middle of a banquet when the shark fin soup is served.
  • Be sure to eat and show appreciation for shark fin soup if it is offered. This delicacy is offered only to special guests, and is very expensive.
  • It is bad manners for a host not to keep a guest’s plate full, and it is even worse for a guest not to continue eating as long as the plate is full. Always leave some food on your dish after you are finished with each course. Otherwise the host will continue refilling your plate or bowl.
  • Be sure to reciprocate with a banquet of equal quality. Your hotel can assist you in preparations.
  • Rice is served as a filler. Do not eat large amounts, which implies the host has not served enough food.
  • Lay your chopsticks on your chopstick rest or neatly on the table when you are finished eating. Never stick them in a bowl of rice.
  • Don’t be afraid to dirty the tablecloth. Bones, shells, etc. are put on the table; do not put them in your rice bowl. A plate may be provided for this purpose.
  • The Chinese find belching, slurping, clanging utensils and making loud noises at the dinner table acceptable, sometimes even complimentary.
  • Oranges or other fruits are served to signal the end of the meal. Leave soon after the meal ends.
  • Never refuse an invitation to lunch or dinner. If you can’t make the date, suggest nother date.
  • Spouses are usually not included in business dining. Do not bring a spouse unless invited to do so. If spouses are present, business is generally not discussed.
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Hispanic Heritage Month

On September 29, The Greater Austin Hispanic Chamber of Commerce (GAHCC) will announce the Community Service Awards. McElroy is proud to be a contributing sponsor of this event. This year’s theme is “Nuestra Gente...Uncovering the Light from Within.” The Community Service Awards honor people who dedicate their time and energy to making Austin a better place to live. Selected individuals will be recognized for their exemplary contributions and personal commitment in the areas of Arts, Community, Education, Professional and Youth Leadership. For more information about GAHCC visit www.hispanicaustin.com. This event coincides perfectly with Hispanic Heritage Month. Inttranews reports:

New York, USA (PRNewswire): PBS features year-round programming both created by and about Hispanic Americans. In honor of Hispanic Heritage Month, PBS offers a variety of new and encore presentations that celebrate the diversity of the Latino community and explore its history and culture.

For more information, please visit: www.prnewswire.com

Everyone Wins

This month, for every person that enters our drawing, we will make a $5 donation to Habitat for Humanity . Limit one donation per person. Your participation in this month’s contest will contribute to rebuilding evacuee’s homes and lives. We hope to break records this month for contest participation. This month everyone wins!

Just click here to enter this month’s giveaway!

Web Globalization Executive Survey

Byte Level recently published the 2005 Web Globalization Executive Survey www.bytelevel.com. It reports that web localization has a long way to go. Of the 100 Web sites surveyed, more than half offer five or fewer languages. More important, more than 85% of all respondents plan to add languages over the next two years. Those that don’t plan to add languages do plan to increase the depth of content for the languages they currently support. The number-one obstacle that executives face when localizing their Web sites is quite simply a lack of dedicated time. Because this field is still emerging, Web globalization tends to be placed on the shoulders of executives who are already managing many other business functions — from Web marketing to international business development. Probably for this reason respondents indicated that there is a need for additional consulting services from their vendors. Clients are looking for vendors who can closely integrate with their tools and business goals, and help educate their employees along the way.

McElroy Translation Company works with clients to arrive at language solutions which match their business goals. We often help our clients “sell” their project internally to executives who require hard information to justify the marketing expense of website translation/localization.

The following article appearing in Inttranews provides the kind of information that clients use to build their translation programs and procure their marketing budgets.

Localization arguments

California, USA (MarketingProfs): Here is an article with some good arguments to help convince your customers to translate their websites: “Local-language content can help deliver a more culturally relevant experience to your site visitors. It not only optimizes the selling of products and services but also contributes to an organization’s bottom line in various ways.”

For more information, please visit:
www.marketingprofs.com

McElroy Translation provides service to and from an extensive range of languages. A database search of our system shows three translation orders to Creole in recent years. We hope that the language and the culture it reflects remain vibrant for years to come.

Creole hit by hurricane

California, USA (San José Mercury News): After Hurricane Katrina dealt a devastating blow to New Orleans and its teeming culture, Creoles who left decades ago are vowing to preserve their endangered language and music. Louisiana Creoles are loosely defined as people of mixed African, French and American Indian heritage who share a melange of French and African culture. The U.S. Census indicates more than 41,000 speakers of some form of French Creole, French patois or Cajun lived in Los Angeles County in 2000, but some may be Haitian or West African immigrants.

For more information, please visit:
www.mercurynews.com

As Inttranews reports language evolves and changes. Our translators must keep pace not only with common usage changes that emerge, but also with the new terminology that develops when leading edge technology forges into new frontiers of scientific research. This challenge constitutes “business as usual” at McElroy.

On The Web: Word Spy is devoted to lexpionage, the sleuthing of new words and phrases. These aren’t “stunt words” or “sniglets,” but new terms that have appeared multiple times in newspapers, magazines, books, Web sites, and other recorded sources.

For more information, please visit:
wordspy.com


McElroy Translation appreciates the business of the following clients and announces the anniversaries of these client relationships:

15 Years

  • Kenyon & Kenyon
  • Thompson Hine Flory

10 Years

  • Eli Lilly Pharmacological & Microbiological Testing
  • Keller & Heckman

5 Years

  • Aventis Pharmaceutical
  • Bristol Myers Squibb – Clinical Affairs
  • Carlson, Gaskey & Olds
  • Genzyme Oncology
  • Gibbons, Del Deo, Dolan, Griffinger & Vecchione
  • Institute of Gas Technology
  • Lucent Technologies
  • Saputo Group
  • Procter & Gamble – Retail Services
  • SABRE

MSDS and Translation Memory

(continued)

Theoretical Background and Structure of TM Systems

Translation memory can be considered a special case of example-based machine translation, albeit with one very important difference. In EBMT, the aim is to use an existing corpus of translations to produce translations of new material. The idea is that, instead of writing a very complicated set of transfer rules in advance, an MT designer can harness the much more sophisticated transfer rules that exist in the minds of the human translators who have already produced a huge body of translations.

This of course begs the question of just how good these examples really are. Quite apart from that fundamental question, however, there is another catch with EBMT: while EBMT may eliminate the need to construct an elaborate transfer rules engine, a designer still faces the problem of deciding how to divide up the source text into units that are to be compared to the target text. The technical term for this is segmentation. If the segments are too large, there will not be enough matches to be useful; if they are too small, meaning might not be conveyed properly. There are also problems with storing the example sentences and searching through them in a practical amount of time, but these latter can be solved or at least ameliorated with better and faster hardware.

Two other important, somewhat interrelated obstacles faced by EBMT are less amenable to solution: insertion of matches into the text and what to do with partial matches. If the segment is a whole sentence, then it is easy enough to replace the entire source-langugage sentence with the match found in the EBMT database. But what if the segmentation unit is shorter than a sentence? Well, the proper placement is dependent to some extent on the structure of the target language. Thus, solving this problem automatically would in effect require the EBMT designer to create a set of transfer rules to tell the system where to put the partial match in the target language. But wasn’t this precisely what EBMT was supposed to avoid?

Apparently the best approach is to accept only partial matches of complete sentences. Unfortunately, real world texts, even of very repetitive subject matter, often do not yield enough perfect matches to produce useful documents in the target language. The output of the EBMT system could not really be called a “translation.” It would at best be a "pretranslation". A human translator or another MT system would still be needed to fill in the untranslated parts and produce a complete translation.

Translation Memory — Human-Assisted EBMT?

Translation memory systems are usually classified as CAT (Computer Assisted Translation) tools. That term is certainly more flattering to our human egos than a name suggesting that proud translators are mere servants of machines, but I would argue that logically there is not much difference. Many, if not all, TM systems even offer some sort of pretranslation function, which yields exactly the same result as an EBMT system that accepts only 100% matches.

The very first translation memory systems were proprietary. Translation Manager by IBM emerged in the mid 1990s as the first commercially available translation memory product. It was discontinued a few years ago. To my knowledge, Transit from Star AG of Germany was the next system, and is still in use. In general, software development in the TM field has been and still is largely a European affair (not so surprising in view of our country’s general neglect of foreign languages).

In 1998, I worked for the first time with Transit to leverage pre-existing translations of software manuals. [“Leveraging” is a term used—mainly by vendors of TM systems—to highlight the economic advantages of TM, and simply means “recycling” or “reuse.”]

The TM workflow is shown in the following diagram from Star AG.

Transit 
Workflow

The diagram illustrates the fundamental parts of all translation memory systems:

  • filtering—to separate translatable text from formatting
  • segmentation of the text into translation units [TU]
  • comparison of each unit against a translation memory
  • editing of the translation (method varies from system to system) to make sure each TU is translated
  • reassembling the target language text; and
  • updating the TM by incorporating new or modified material

The final TM update step of the process is called cleanup. The results are: (1) a complete file in the target language that is automatically formatted identically to the source and (2) a stored TM that now contains all the new items added in the project.

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Want to know more about how McElroy’s languages experience can help your business growth?

Hong Kong

(continued)

Dress

  • Hong Kong residents are very style-conscious and dress well. Modesty and cleanliness are very important.
  • All types of clothing are worn in Hong Kong. However, taste and fashion look more toward Japan than Britain or the United States. Clothing should be light for summer with sweaters and jackets for winter.
  • For business, men should wear conservative and lightweight Western-style suits and ties. Women should wear conservative dresses, suits or skirts and blouses.
  • Wear a good watch. It will be noticed.
  • The Chinese tend to dress up when going out in the evening. Most European-style hotel restaurants require a coat and tie in the evening. Women should wear cocktail dresses or evening pants.

Gifts

  • Gift giving is a tradition in Hong Kong that communicates respect and friendship. Be prepared to present a small gift at the first meeting, such as high-quality cognac, brandy, candy or pens. Unlike other Asian countries, Scotch whiskey is not special in Hong Kong.
  • Never go to a Chinese home without a gift.
  • Present and receive a gift with both hands. Do not open a gift upon receiving it.
  • The word for the number “3” in Chinese sounds like the word for “life,” and the word for the number “8” sounds like the word for “prosperity.” The Chinese word for number “9” is a homonym for the word “eternity.” Give gifts in these numbers, if possible. Do not give gifts in a group of four; the Chinese word for “4” sounds similar to the word for “death.”
  • Avoid giving white or red flowers (white is a symbol of mourning, red is a symbol of blood); clocks are associated with death, but watches are suitable gifts.
  • Every conceivable product can be purchased in Hong Kong. Try to bring something from your hometown or state.
  • It is illegal to give a civil servant a gift.

Helpful Hints

  • The Chinese are famous for communicating by “Saying it without saying it.” You will have to learn to read between the lines.
  • Expect Hong Kong Chinese to ask personal questions.
  • Compliment Hong Kong Chinese, but expect a denial. Politely deny a compliment to show humility. Do not say thank you.
  • Do not speak loudly.
  • You may be referred to as “Gweilo” (foreign devil). While perhaps insulting, it is generally not a personal attack.
  • Hong Kong Chinese are very superstitious; mentioning failure, poverty or death offends them.

Especially for Women

  • Foreign businesswomen should have little trouble conducting business in Hong Kong.
  • Chinese women generally do not drink alcohol. However, it is acceptable for Western women to drink alcohol in moderation.

-- Excerpted from the "Put Your Best Foot Forward" series by Mary Murray Bosrock. These publications are available for the U.S., Asia, Mexico/Canada, Russia, Europe and South America.

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