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 Vol. 87    March, 2008

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A Message from the President

On February 11, 2008 SDL plc (LSE: SDL) acquired Idiom Technologies Inc. for $26.57 million. Why is this big “Buzz” in the translation industry?

1) SDL markets a leading Translation Memory tool used by most translators and translation companies as part of its language tools suite.

2) Idiom markets WorldServer, a web-based software system that manages enterprise translation management workflow, distributing content through multiple formats and languages.

3) McElroy is one of Idiom’s newer LSP Advantage partners, facilitating a web-based interface with clients who seamlessly include distribution of content for translation to McElroy as part of their internal workflow.

Industry insiders have made much of the advantages and disadvantages of this big M&A story and McElroy has participated in the activity and speculation. If you are intrigued, see the open letter to Idiom and SDL penned by McElroy’s VP of Strategy Bob Donaldson.

Realistically, if not reported here, this “news” may remain off the radar for many of our clients. What matters to them is McElroy’s continued commitment to quality and top-notch responsiveness. This includes our implementation of innovative workflows and new web-based technologies with our traditional focus on service and quality, which will continue regardless of how the details of the SDL/Idiom merger affect their product offering. This includes helping clients build localization kits as described in this month’s lead article by Jessica Rathke. McElroy is focused on business as usual.

Shelly Priebe, President

Developing a Localization Kit

By Jessica Rathke, Manager, Sales Strategy & Development

What is a localization kit?

A localization kit is comprised of the files to be localized and accompanying documentation that enables McElroy to initially prepare a complete proposal, quote, and schedule for your project and ultimately enables us to perform the actual localization once the project has been awarded. The accompanying documentation augments the file set to be localized and provides us with details regarding your requirements and expectations.

What should be included?

  • A complete set of files to be localized that has been validated against a bill of materials and is organized in the same file structure in which you would like your localized files to be returned
  • A list of all proprietary tools that will assist or validate the localization
  • A complete set of relevant reference materials
  • A directory structure that maintains version control, facilitates the build process, and enables us to replicate the structure for delivering localized versions
  • All project files placed in a single archive file such as a Zip file
  • All source files for help and documentation
  • A compiled version of help such as WinHelp
  • The final output format of documentation such as PDF
  • Any previously translated material and/or translation memories
  • Any language glossaries for all target languages
  • Linguistic style guides for all target languages
  • All localizable graphics in their source format (Illustrator, Visio, etc.)

Localization kit instructions

With your localization kit you should provide explicit instructions on how the kit is organized, explaining the function of each file in the kit and how localized files are to be returned to you (i.e., directory structure, format, etc.). Other instructions should include:

  • Procedures for localizing each file type
  • Any proprietary tools and platforms on which they should be run
  • Any runtime requirements
  • Whether you require delivery of the translation memory and in what format
  • List of the applications used to generate all graphics (with platform and version number)
  • Who is responsible for generating screen captures
  • List of source applications and tools used to create the help and documentation (with platform and version number)
  • A description of the HTML-generation process, if applicable
  • Any font requirements
  • In the case of web-based files, the platforms, browsers, and browser versions on which they should be tested
  • A style guide identifying all non-localizable text such as proprietary product names or company titles

How to make localization kits more useful

Thought should be given to the design of the localization kit to facilitate the localization process through a specific structure and format. This will streamline the transfer and delivery of files and information between you and McElroy, while maintaining a consistent format and providing version control.

One simple way to accomplish this is to automate the localization kit generation process by developing a “build kit” utility that automatically generates a bill of materials including the names and version numbers of all the files needed for your project.

You will also want to create a directory structure that organizes files in the localization kit in a way that helps the localizer to: build the product (if software), easily share files, maintain version control, perform QA checks (for example, on links), and efficiently replicate directory structure for localized versions.

If the project is an update of a previous localization effort, including the prior version’s source language files in addition to the target language files will help maintain long-term consistency.

To many clients with a track record of successful localization and staff dedicated to this part of the business, this article is a basic review. To clients on the other end of the spectrum who may be new to localization, assembling a localization kit may seem like a burdensome amount of pre-project work. We cannot emphasize enough how the right kit pays off in process efficiency and quality output. In fact, most clients fall somewhere in the middle of the spectrum, and our experienced account managers and project managers can assist with kit guidelines and project planning.

"Some people give time, some money, some their skills and connections, some literally give their life's blood. But everyone has something to give."

Barbara Bush

Dan Barber

Translator

Looking back, I can see that I was destined to be a translator. From trying to teach myself Spanish and then Russian while still in elementary school, to conversational French in junior high school, then Latin, French and Russian in my rural Ohio high school, and finally concentrating on linguistics, Russian and Japanese during my college years at Ohio State University, there was an obvious trend. I was even able to find employment that made use of my language abilities while I was still a freshman in college, and I continued in that capacity for 9 years.

After graduating, I held various jobs at the university, all of which required some ability with language. Somehow I ended up working for a Japanese start-up in the area, where my duties were sales, bookkeeping and translation. The part of that experience that I most enjoyed was the translating, so after I left the firm, I decided to devote my attention to translating.

Even though I did not “commit” in the sense of calling myself a translator initially, I have been translating Japanese professionally since 1990. (Gee. How can I be that old?) Translation, however, is a profession that is perfect for me. My schedule is flexible, which is ideal for someone who hates routine as much as I do, and the work is varied enough that I can indulge my desire to continually learn new things. I especially appreciate having the opportunity to work with a language I love in the context of learning science and technology.

The flexible schedule also affords me freedom to pursue other interests, the most important of which is music. I have played the piano for many, many years, and also played around with guitar and various wind instruments. Then there have been glass phases during which I worked with stained glass and blown glass, and for the past 12 years my partner and I have been slowly working to restore a late-nineteenth-century house. That has been a real learning experience! Yet I always appreciate the fact that there is a synergy between my work and my play, since on any given day there can be overlap between something I am engaged in personally and the subject of a translation. I consider myself very fortunate to be in that position.

How common is inter-species communication?

March 14, 2008

McElroy Translation translates to and from all languages...human languages, that is. This is an interesting look at "language" in a broader sense.

London, UK (BBC): A dolphin appeared to "talk" to two stranded whales before leading them to safety. How common is inter-species communication? Before the bottlenose dolphin turned up, the beached pygmy sperm whales were in clear distress. But when Moko arrived at Mahia beach on the east coast of New Zealand's North Island, their mood changed and they followed him to safety.

Read More...

A cause that is particularly close to our hearts…

By Tina Cargile, Business Development Manager, Life Sciences Division

McElroy Translation is committed to sharing our good fortune and success with organizations that serve the less fortunate. Our culture of giving goes well beyond a corporate philanthropy program, which has been inspired in large part by the time and commitment our individual employees have regularly given in support of worthy causes, as well as to one another.

Clay Browne, Senior Editing Coordinator at McElroy, has diligently volunteered for 10 years at the Austin Children’s Shelter. Since 1984, the Austin Children’s Shelter (ACS) has provided a safe haven for abused and neglected children. We were delighted to be able to assist in ACS’s exciting expansion to a new campus by translating their ground-breaking announcements, in addition to previous pro bono work. But we wanted to do more. So, in honor of Clay Browne, we have added to our commitment by providing a financial donation to the shelter. Kelly Smith, Corporate Giving Manager for the Austin Children’s Shelter, visited us at the McElroy offices this week to accept the donation and enjoy lunch with Clay, Shelly Priebe, our President, and others on our staff. Please read on for more information about ACS, their mission, their growth…but do not stop, gentle readers, before you read Clay’s wonderful account of just one of his many special moments with the children at the Shelter. It will surely touch your heart.

On February 28, 2008, the Shelter broke ground on a new campus to not only serve more children but also expand into new services.

The major expansion includes five residential cottages for children from newborns to 17 years old and three support buildings to provide emergency shelter, residential treatment care and family-based services for children who have been removed from their homes due to abuse or neglect.

“This expansion provides an opportunity to reach beyond emergency care and meet the needs of the children who cannot immediately succeed in a foster home,” said ACS Executive Director Gena VanOsselaer. “We have been given an incredible opportunity to expand not only our facilities, but the services we offer children as well as their families.“

Expansion of the facilities will eventually allow ACS to care for as many as 78 children at a time—more than doubling its current capacity. The new campus will be built on approximately 13 acres of land adjacent to the new Mueller community donated by Dick and Sara Rathgeber.

In the current facilities ACS cares for approximately 300 children annually but is forced to turn away, on average, more than 350 children each year due to lack of bed space or because a child has a much higher level of need than the shelter can safely provide in its current facilities. During the past three years, ACS has experienced a continual rise in the number of children needing placement who have more intense emotional and behavioral problems directly related to the severity of abuse and neglect they have endured, and who need therapeutic care.

Read more...

Italian Translation

McElroy is continuing this series of interviews that highlight some of the characteristics of languages used in doing business globally. This month, we look at Italian.

What are some pitfalls to avoid, specific to this language, a client should be aware of when translating into this language?

For a client who wishes to enter a foreign market, it is very important to consult with someone who has a good knowledge of the culture of the countries to which the products and their relative documents are addressed. Therefore, the main challenge for clients and translators is to deal with cultural differences between countries that sometimes can be very subtle.

For example, work-related slogans and corporate mission statements can be easily misunderstood in different locales. It is important to keep in mind that certain aspects of American work culture and ethics may be considered unusual in other countries.

From a linguistic point of “you,” it is important to specify who the target audience will be, as Italian uses three different forms to address the readers or audience: the generic infinitive, the plural “voi,” used to be more direct, or the singular “tu,” which is used instead to give an informal tone to the writing.

It is also important to know that in Italian all nouns have a gender, and that articles and adjectives must agree with nouns in gender and number. Therefore, the translation of some English generic expressions such as “the device/s” requires more space in the Italian translation, “il dispositivo/i dispositivi,” which sometimes raises a problem when space limits are set.

What are characteristics of this language that are unique or different from English and/or other languages?

As mentioned above, in Italian there are three different ways of addressing the readers of a document; therefore it is important to know what type of audience will read the translated documents.

In addition, Italian makes use of articles and prepositions much more frequently than English. For example, “User Manual” is translated into “Il manuale dell’utente.” As can be easily guessed, the Italian translation expands in a significant way with respect to the original English, which often causes problems and ambiguities when the translation needs to stay within certain character limits. This restraint is quite common in the translation of software strings.

Another main difference between English and Italian is the fact that Italian nouns are either masculine or feminine and adjectives and articles must agree with nouns. For example “the new device” is translated into “Il nuovo dispositivo,” but “the new machine” is translated into “La nuova macchina.”

Read more...

McElroy’s Vision Statement
Setting the industry standard in customer satisfaction

McElroy’s Mission Statement
McElroy Translation provides translation and localization services in all languages to business and government clientele enhancing their ability to compete in global markets.

Feeling a little lost in translation? How about some Starbucks® coffee to clear the cobwebs?

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Enter here for your chance to win a a $200 Starbucks® gift card, courtesy of McElroy.


China: Communist translation slowed by lack of qualified translators

March 14, 2008

Beijing — Work in China on the first direct translation from the German of the complete works of Karl Marx has hit a hurdle as the world marks the 125th anniversary of the death of the 'father of communism.'

The 60 volumes of the second Chinese-language edition of 'The Complete Works of Marx and Engels' won't be completed in the foreseeable future because of shortages of staff and young personnel, said Jiang Renxiang, a department head in the Communist Party's translation office in Beijing.

'Progress is slow,' Jiang said 125 years after Marx died on March 14, 1883, after writing such political and economic works as Das Kapital and The Communist Manifesto, which he penned with fellow German Friedrich Engels.

So far, the first 20 volumes have been completed and the work on those alone took 18 years, Jiang said.

The main reason behind the delay is the lack of new qualified translators, he said, adding that it takes eight to 10 years to train competent talent.

In addition, 18 of the department's 35 qualified translators are now working on the compilation of the 10 volumes of Marx's selected works. Those 10 books were to be published last year, but their release has been delayed until winter 2008 or early 2009.

Today, there is no direct translation of Marx's complete works into Chinese. The first edition was based on a translation of his writings into Russian from the 1950s.

Jiang said that initial work is incomplete and does not meet academic muster. The new edition contains additional explanations and material, he said.

Read more…

Anniversaries

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

    10 year

  • Dority & Manning
  • DPT Laboratories
  • 5 year

  • Akros Pharmaceutical
  • Alcon International Development Group
  • Blank Rome LLP
  • HouseMaster
  • IPG Photonics Corporation
  • Perlegen Sciences
  • Squire Sanders & Dempsey

McElroy Organizes Neighborhood Blood Drive

McElroy Translation’s Shipping & Receiving Coordinator Vicki Wunneburger organized our first annual neighborhood blood drive, held on Thursday, March 6. This “Life Is in Your Hands” blood drive benefited the Blood and Tissue Center of Central Texas, which is the exclusive provider and guardian of the community blood supply for more than 30 medical facilities in a 10-county service area. The Center’s brightly painted “bloodmobile” bus was certainly a colorful addition to our neighborhood while parked on our street on a rainy and cold afternoon! Many employees participated, and many other employees covered our workload so that participants could take the time to donate.

Checking the Status of Your Translation Online

By Carol J. Moya, Customer Service Coordinator

Did you know that you can check the status of your translation online whenever you want to?

When your translation is logged into our system, the system sends an automatic TRANSLATION ORDER NOTIFICATION email message to the person who submitted the translation request.

This email message contains a link you can use to check the real-time status of your translation. The message also includes the job number we have assigned to your translation and other important information about your translation order.

If you prefer, you are always welcome to call or email us for status or with questions about your translations!

Carol Moya, Customer Service Coordinator
800-531-9977, ext. 122


A cause that is particularly close to our hearts…

continued

"The Shelter is a place of safety, stability and hope for children who come from tumultuous situations. It is sad that the demand in today's society for places such as this is so great," said Gary Farmer, chair of the Capital Campaign Committee. "Thanks to generous donors, this new campus will be built and allow ACS to provide a positive and nurturing environment for so many children who are at risk."

Of the five cottages, two are emergency shelters for school-aged children—one for boys and one for girls. The third emergency shelter is a specialized cottage equipped for infants and toddlers on one side, while offering flexibility to care for teen parents with young children on the other side. Two more cottages, called Therapeutic Living Centers (TLC), give ACS the opportunity to care for youth in middle and high school who need longer—term care in a residential treatment care facility.

In addition to the five cottages, three support buildings are planned. The general services building meets three primary functions: meal preparation, laundry and maintenance for the facilities and vehicles. The program services building will house the medical facilities and administrative offices. This building will also provide space for family-based services—a new avenue for the shelter. The final building is the education and recreational services building which will include an on-site school, computer lab, library, a gym and space for arts and crafts.

For more information about the Austin Children's Shelter expansion or how to make a donation, visit their website at www.austinchildrenshelter.org or call Steve Anderson at (512) 236-2507.


The Three Cinderellas

By Clay Browne

Once upon a time there were three Cinderellas, and each had the chance to dress up like a princess, ride in a carriage to the ball, dance with a prince, and be whisked off to a rosy future when the slipper fit her foot like a glove. And despite the fact that six-year-old Ariana, seven-year-old Estrella, and eight-year-old Jara had to share the beautiful gown, and their carriage was a well-worn, but sturdy baby stroller, and the ball was held on the back porch of the Austin Children’s Shelter, it was still a special moment for each of the three girls.

It was about five minutes until seven, and just about the end of my shift, but Ariana and Estrella had been huddled together with Susan (their staff) for the last hour, supposedly practicing, although more giggling than practicing from what I could see, and they were finally ready to lift the curtain on their rendition of Cinderella; so I had to stay for the performance.

The audience, including kids from Shelters I and II as well as a few staff and volunteers, assembled on the back porch of Shelter I. Susan introduced the girls with a short reading from the book, but Ariana and Estrella, like most six- or seven-year-olds giving their performance, were more than a little unsure of their lines and blocking, and ended up giggling in each other’s arms as they walked out the side door onto the “stage.” At that point it became clear to me that the girls could use a little help, so once Susan got Estrella (playing the mean stepsister) to start scolding Ariana (playing Cinderella) to wash the dishes and scrub the floors while she was off at the ball, I jumped in saying, “Madam, your carriage to the ball awaits,” and grabbed a nearby baby stroller I was pretty sure could handle her weight. Estrella flashed me a grateful smile as she flopped into her carriage in a huff, and I pushed her to the far end of the porch, announcing, “We have arrived at the ball, Madam.”

After Estrella debarked, I reversed course back toward Ariana, who was thanking her Fairy Godmother (Susan) for the beautiful gown, and look, the pumpkin had become a handsome carriage pulled by four white steeds. I gestured toward the baby stroller, and Ariana slipped in gracefully. I pushed her down to the other end of the porch to join Estrella, who was waltzing with Linda (another staff who stepped in to play a nobleman at the ball). I parked the stroller off to the side and returned to the dance floor to take a few spins with Ariana until Susan started tolling the midnight bells. Snagging the baby stroller again, I hustled Ariana aboard and we were off willy-nilly, tossing a slipper beside us as we sped away.

David (a new volunteer who stepped up to play the prince come-a-knocking at Cinderella’s door) tried the slipper on Estrella first, who played the role to the hilt, jamming the slipper on her foot and insisting loudly it fit. A moment later everyone applauded enthusiastically when the slipper slid perfectly onto Ariana’s foot.

The girls huddled with Susan for a moment after the show, who then announced there was going to be a second performance starring Estrella as Cinderella. So, after a deep breath, we ran through all three scenes again, everyone a little more polished this time, with Estrella playing a much less demure, verging on saucy Cinderella.

The audience and cast scattered to their various responsibilities after the second performance, and I carried a few remaining dinner dishes from the porch into the kitchen. I was just going to take two minutes to wash up these few things and be on my way, but as I was drying off my hands, Susan, Ariana, and Estrella came running into the kitchen, accompanied by Jara this time, to announce there was going to be one more performance and could I please stay.

I laughed and nodded in agreement as the girls scattered to reassemble the audience. So we performed our ACS version of Cinderella for a third time, the audience and cast still more polished and enthusiastic, and Jara gave a beaming performance as a bilingual Cinderella.

All in all, it was one of the most rewarding evenings I have spent as a volunteer at ACS. Not only did I get to play the prince for three young ladies who really needed a prince in their lives right then, I had the chance to relive my own childhood for a few minutes, and I wouldn’t have missed it for the world.

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Want to read about other languages?


Italian Translation

continued

How do these characteristics make it important to use properly qualified, professional translators?

A qualified, professional translator has a very good knowledge of both the source and the target languages and cultures. Living in the two countries for a sufficient amount of time is therefore essential to understand their different societies and master their idioms. This way, a professional translator is able to point out to a client any cultural issues that may require some adjustments in the translated text. This is important, for example, when it comes to translating concepts such as striving for excellence and leadership, from English into Italian. Another difference that a professional can point out pertains to visual images, which are often used in ads and software. For example, photos of baseball should be replaced by photos of soccer games, which are definitely more appealing to the Italian public.

In addition, a professional translator is aware of possible new trends of the languages, keeps up with the introduction of new foreign terms into the target language, especially in the high-tech and business sectors, and uses several reference sources when it comes to translating new topics, such as terrorism. A professional translator offers all these skills and ultimately keeps up with the new software tools especially developed for our profession.

Do you know examples where translation or localization mistakes have occurred with this language, such as problems with text expansion, date/time formats, counting errors, character encoding, etc., or mistakes with the translation itself? Perhaps you’ve been asked to review a translation that did not seem to be the work of a properly qualified, professional translator.

Since the Italian translation of English text expands by about 30-40%, during the QA phase of localized strings, I have often encountered enormous problems with cutoff strings, which were simply replaced by dots…in addition, the use of several codes in the software localization business can often cause the wrong order of words in a sentence, and lack of agreement between nouns and adjectives, if the translator is not familiar with the process.

Another example can be taken from a typical technical manual, where the word “replace” is sometimes used with the meaning of “to put back” (in Italian “riposizionare”) and sometimes it means “to substitute” (in Italian “sostituire”). As an editor, I have seen many cases in which a certain cover that had been disassembled in step 1 simply needed to be put back (replaced) as described in step 5, but the translator used “sostituire” (substitute) instead of “riposizionare” (put back).

Other typical examples are mistranslation of dates. For example 2/3/2008 becomes 3/2/2008 in Italian, as the day precedes the month.

Relate an example or two where you found a website page or form difficult to use because it was poorly localized into your language/locale. How might a business lose money, prestige or incur legal risk due to this bad translation?

Most of the problems I have encountered with localized websites had to do with typos and meaningless sentences. My impression was that the text was either translated in a hurry, and evidently not rechecked, or it was done by a machine. Since a website reflects the professionalism or lack of professionalism of a firm, if a company presents itself through poorly localized websites, it can easily lose possible customers. If a website is accurate and easy to read and use, it suggests that the corporation it represents looks for quality and has therefore relied on professional agencies and translators who pay attention to details.

If possible, provide one example of a particular phrase or concept that only a properly qualified, professional translator would be able to correctly communicate.

It is often hard to translate software strings from English into Italian, especially when the English text uses adjectives and/or past participles of verbs that require different translations in Italian due to the gender and number of the words they refer to.

For example:

  • an Album
  • a Folder
  • Selected

In Italian "album" is masculine and "cartella" (folder) is feminine, therefore "selected" needs to be translated into “selezionato” when it refers to "album" and “selezionata” when it refers to "cartella". Since translators need to respect the codes provided by the software developer, a skilled professional will need to work around the given placeholders and words.

In our case, the solution would be to use a noun (Selection of) that can be used for both album and cartella to avoid the past participle (Selected) that would require different gender agreements with album and cartella. A possible translation would be:

  • Selezione di
  • un album
  • una cartella (equivalent of “Selection of an album or a folder”)

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