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Vol. 71    November, 2006


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Localization World 2006

Last month I saw clients, friends, and industry colleagues at the annual meeting of the Globalization and Localization Association (GALA) and the Localization World conference in Montreal. It is always refreshing to be surrounded by a group of people immersed in the world of language who share my interests and passion for working in this industry.

The conference was content rich. In a business environment where collaborative approaches are more prevalent and the Symantec web is emerging as a market force, sharing and pooling TMs is moving from concept to reality. tmmarketplace.com offers a commercial model as a business broker of TM products. Companies are starting to realize that translation memories are quantifiable corporate assets.

Translations and their byproducts, including glossaries and translation memories, are assets with value. Understanding that these outputs are not only costs on the income statement, but also assets on the balance sheet AND part of the return on investment equation will help companies make better decisions on how to compete in the world marketplace.

Scaling a Great Wall: Top 5 Tips for Learning Chinese

Would you like a clear and simple explanation of the differences in written and spoken Chinese and where each is used? We found a good one in a recent Global by Design newsletter, which is excerpted for you below.

Author: Saul Gitlin, EVP-Strategic Services, Kang & Lee Advertising - A Young & Rubicam Brands/WPP Group Company

There are literally hundreds, if not thousands, of regional and local spoken Chinese dialects which have developed over the long period of China’s classical history when transportation was rudimentary, broadcast media non-existent, and most people lived and died within a small radius of their birth places. Although speakers of all Chinese dialects share the same, non-phonetic written language, many of the dialects are mutually unintelligible when spoken, giving rise to the unique ability of Chinese speakers from different regions to write to each other, even when they cannot speak with each other.

Among Chinese who have emigrated, the two most common spoken dialects are Mandarin and Cantonese. For example, within the largest Chinese communities in the United States, each of these dialects accounts for roughly half of all speakers.

For non-Chinese seeking to learn the language, though, Mandarin is the clear choice. Mandarin, the predominant dialect in Northern China, is the official language of politics, education, and media in both Mainland China and Taiwan, and it is one of the four official languages of Singapore. Even in Hong Kong, which historically has been a Cantonese-speaking area, Mandarin use is on the rise since the return of China’s sovereignty in 1997.

There are two major Chinese writing systems currently in use in the world – ‘traditional’ or ‘complicated’ Chinese characters, and ‘simplified’ Chinese characters. Traditional characters are the characters which evolved from ancient Chinese pictographs, and which have been used throughout most of Chinese history to modern times.

Beginning in the middle of last century, the government in Mainland China began to promulgate an alternate system of Chinese writing called ‘simplified’ characters in an effort to dramatically increase written literacy throughout the country. For many characters, this system significantly reduces the number of brush or pen strokes required to form specific words, thereby enabling students to more quickly commit the characters to memory.

Today, simplified characters are the official script of both Mainland China and Singapore, while traditional characters are still the norm in Taiwan, Hong Kong, and within most Chinese immigrant communities throughout the world.

This was just a taste of this fascinating article. Read more.

About the Author:

Saul Gitlin is the Executive Vice President of Strategic Marketing Services and New Business for Kang & Lee Advertising, ranked as the #1 Asian multicultural agency by Advertising Age in May 2005. Prior to joining Kang & Lee in 1997, Saul worked for 9 years overseas, including 7 years in senior operations and marketing positions for multinational corporations in the People’s Republic of China. He is completely fluent in Mandarin Chinese, Hebrew, and French. Saul may be contacted at saul_gitlin@kanglee.com or 212-375-8130.

About Global by Design

Global by Design (www.globalbydesign.com ) is the world’s leading Web globalization resource, providing a mix of free and members-only information. Paid subscribers include Google, Toshiba, Caterpillar, Deloitte and many more.

"Follow the path of the unsafe, independent thinker. Expose your ideas to the danger of controversy. Speak your mind and fear less the label of “crackpot” than the stigma of conformity.”

~ Thomas Watson (1874-1956)
American businessman, founder of IBM



Vlada Kuznetsova - Receptionist

When asked to provide a biography feature for E-Buzz I at once wondered how I was going to fit everything I wanted to share in one small article? So let’s try to do that!

When I was eleven the part of Russia where I lived became Estonia. Some of you may benefit from a little history and current events review. Estonia existed before and was taken over by Russians to become part of the USSR. That is why some “old” Estonians are very opposed to Russian culture and people. Elderly people would even make pointed remarks about us speaking Russian if I did so out in public with my friends. Needless to say, Estonia was very happy to get its independence back.

People often ask about the difference before and after Estonia regained its independence. I recall that when we were a part of Russia, we used to have an “artificial” product deficit. I remember my mom standing in line for groceries. My mom used to buy green bananas and put them in a suitcase under the bed, so they could ripen there. If, for example, you wanted to buy a washing machine, you had to know the right people so they could get you on a list. But that was just the beginning of the journey. Then you had to go and check on the supply every day. If you did not come in time, you missed your chance. I remember my mom leaving at night hopefully to check on the listing. If the product was coming in the morning, then people would stand in line all night until the store opened in the morning. Well, my mom met a lot of friends while standing in line.

When I turned 18 years old my mom married and moved to Austin, TX. According to the law, when a person turns 18 years old, he or she is considered to be an adult, so my mom could not take me with her to America. I had to stay in Estonia.

I wanted to be an English interpreter, so after high school, I entered college to study English. After graduating I was offered a teaching position. After a year and a half I understood that this career was not for me, so I got a job as an Administrative Assistant/Interpreter. Soon after that I got my United States visa, and here I am. I have been in Austin for three years. I cannot believe how time flies. It seems to me I just came here. I got my associate’s degree from Austin Community College in Office Administration, but I would like to go back to school and to get a bachelor's degree in Management. When I came to Austin, I was worried that I would not be able to pursue college courses in a foreign language. And I think I could get my bachelor’s degree, too; at least I should try.

I like challenges and setting goals. I think that having goals makes life interesting. One of my goals was to find a job after graduating from ACC and that is what I did. Here I am at McElroy Translation Company! The interesting fact is that I got acquainted with McElroy Company before I started working there. I used to take classes at the ACC Rio Grande campus that is one block from McElroy; I used to park my car across the street from McElroy. I remember noticing the company and wondering about what they did because I saw the word translation. When I applied for the position, I did not realize at first that my application was going to the place I had so often wondered about. What fortunate coincidence!

That is short version of me. I answer the phones from 8 a.m. until 2 p.m. each day, so if you call our office perhaps we’ll get better acquainted.

Estonia

Tallinn
Tallinn (recent historical name: Reval) is the capital city and main seaport of Estonia. It is located on Estonia’s north coast to the Baltic Sea, 80 kilometres south of Helsinki.

The origin of the name “Tallinn(a)” is certain to be Estonian, although the original meaning of the name is debated. It is usually thought to be derived from “Taani-linn(a)” (meaning "Danish-castle/town"; Latin: Castrum Danorum). However, it could also have come from “tali-linna” (“winter-castle/town”) or “talu-linna” (“house/farmstead-castle/town”). The element -linna, like German -burg and Slavic -grad originally meant “castle” but is used as a suffix in the formation of town names.

Economy
In addition to longtime functions as seaport and capital city, Tallinn has seen development of an information technology sector in recent years; in its 13 December 2005 edition, The New York Times characterized Estonia as "a sort of Silicon Valley on the Baltic Sea." Skype is the best-known of several Tallinn IT start-ups, and a first venture capital firm was founded in 2005. Many are housed in the Soviet-era Institute of Cybernetics, which is said to been one of the seeds for Estonian adoption of computing technology. Despite this, the most important economic sectors of Tallinn are the light, textile, and food industry, as well as the service and government sector.


Economic autonomy was a key demand from Estonia during the negotiations that led to its independence. The Baltic states were the most prosperous areas of the former Soviet Union and they were keen to develop economic links with their Western neighbors outside the straitjacket of central planning. Other than oil-shale, which is present in significant quantities and provides the basis of the country’s power generation, Estonia has few raw materials of its own and relies mostly on imported commodities to produce finished goods. Light machinery, electrical and electronic equipment and consumer goods are the main products. Fishing, forestry and dairy farming dominate the agricultural sector.

Read more...

Medical Translation Quality

It IS a Horse of a Different Color

Serving the medical industry introduces unique considerations to the translation and localization process. One notable difference is the way the quality assurance process is designed for medical industry clients. This article discusses quality considerations of the medical translation market and offers quality assurance process information tailored to the specialized needs of pharmaceutical and medical device clients.

The Basics of Quality Translation

Getting Into the Starting Gate

McElroy’s basic quality standard has always entailed a minimum of two verifications steps post translation. Each project is reviewed by a target-language native in that technical field. We maintain an editing department of subject matter specialists for translations to English and assign technical editing to a qualified second translator for translations from English.

In each case a staff proofreader conducts another project review post formatting to confirm that editorial comments were implemented, that formatting did not introduce irregularities, and that “numbers and paragraphs” match the source document. Today, this level of quality assurance is a baseline industry standard expected by clients who require custom technical translation and localization.

There is a wide range of documents for which medical clients may require translation, including research protocols, informed consent documents to be signed by patient subjects, advertisements to be used in recruiting subjects, patient questionnaires, reports of adverse events, regulatory submissions, instructions for use or package inserts, and labeling. For many materials, an additional layer of quality assurance is required by medical industry clients. Examples:

  • The informed consent communicates study risk to participants and is scrutinized with heightened vigilance. This impacts not only global clinical trials, but also many trials conducted solely within the United States.
  • Companies must localize consumer education, marketing and promotional materials to effectively promote their products in the U.S. and internationally.
  • For medical companies, translation to support non-English speaking populations in clinical trials abroad and in the U.S. is not a marketing choice – it is a requirement!

The Role of Institutional Review Boards

You Better Put Your Best Horses in the Race

Over the past 25 years, thousands of Institutional Review Boards (IRBs) have formed to help ensure human subject protections. At first, most were in large academic centers where most federally funded research occurs. As commercially sponsored research increased, IRBs emerged in the 1980s and 1990s as independent entities working outside the institutions where research is performed. Both the public and private IRB models play a vital role in protecting human research subjects.

IRBs carry out initial and continuing review functions in accordance with Federal regulations first established in the 1970s that apply to all research funded by the U.S. Department of Health and Human Services or carried out on products regulated by the Food and Drug Administration. All subjects must understand enough about the study to make an informed decision about being a research participant. This is mandated by the Office for Human Research Protections (OHRP) in the Code of Federal Regulations 45CFR46.116. An IRB’s initial review of a research plan encompasses the research protocol, the informed consent document to be signed by subjects, and any advertisements used to recruit subjects.

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.

Our November Promotion

Know all the times you wish you had caught something on video? With this month's giveaway, you can! The Panasonic PV-GS300 Digital Camcorder with 3 CCD Technology offers superior images and features: record to a miniDV tape or directly to a PC, 10x optical zoom, image stabilization, 3.1 Megapixel still image, and more. Take a look at this camcorder online and enter for your chance to win one of the coolest prizes McElroy has offered.


Click here to enter the drawing.

Certified Translations

Many McElroy Translation clients work closely with the FDA to bring to market drugs and devices that save lives and improve life quality. Certified translations that McElroy provides are a small piece of the puzzle that makes this all possible. This year the FDA celebrates its Centennial anniversary. From fda.gov.com a Centennial Message from FDA’s Acting Commissioner


Dear Stakeholder:

Throughout 2006, the U.S. Food and Drug Administration (FDA) will commemorate the 100th anniversary of the passage of its founding law, the 1906 Pure Food and Drugs Act. The Act made FDA the oldest consumer protection agency in the nation.  FDA takes great pride in its accomplishments to promote and protect the health of Americans.


Our goal is to host events that:

  • Commemorate the first 100 years of contributions to Americans’ public health and the world community with a focus on the future
  • Observe FDA’s role – past, present and future – in protecting and promoting the health of the public
  • Inspire the next generation of science, innovation and public health through partnerships and alliances with key stakeholders
  • Salute the contributions of dedicated FDA employees, alumni, legislators, academicians, industry, advocacy groups and public health leaders who support the consumer protection mission of the Agency.

One hundred years of success is worthy of celebration. The FDA stands tall because of each dedicated staff member. In the FDA’s second century, we will build on a foundation success to create a science-led regulatory agency dedicated to improving and enhancing health. Our second century will be based on new opportunities, but grounded in even-greater responsibility.  For more information, visit our web site fda.gov.com.

Sincerely yours,  


Andrew C. von Eschenbach, M.D.
Acting Commissioner of Food and Drugs

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

15 years:

  • Tronox

10 years:

  • Trico Products
  • Townsend and Townsend and Crew

5 Years:

  • Proctor & Gamble Corporate Packaging & Prototype Development
  • Pall Corp
  • Slater & Matsil L.L.P.
  • Coleman Sudol& Sapone, P.C.
  • IBM

Quote of the Week

From InttraNews:

“Each language in the world is a unique vision of the world. Each has something to offer everyone else. The more visions of the world, the more you understand notions of tolerance.”
Professor David Crystal, Wellington, New Zealand

For more information, please visit: www.nzherald.co.com

Pandas learning Fujian dialect

If pandas can learn a new language then so certainly more humans can, too? This feature is from InttraNews.

Shanghai, China (EastDay): The “betrothed” panda bears offered to Taiwan are learning to understand the Minnan tongue, the southern Fujian dialect spoken on the island, as well as their native Sichuanese. Panda keepers Li Guo and Xu Yalin sing a song to the pandas in Minnan dialect to begin their language training.

For more information, please visit: english.eastday


Medical Translation Quality

(continued)

The IRB must approve that any risks subjects incur are warranted in relation to the anticipated benefits, and that the informed consent documents clearly convey the risks and true nature of the research.

Lynn Meyer, President, Commercial IRB IntegReview in Austin, Texas, elaborates, “IRBs are expected to provide documents to study subjects in a form that is easily read and understood. Given this responsibility, IntegReview Inc. Ethical Review Board requires sites intending to enroll non-English speaking subjects to provide study documents in a language that the potential study subjects read, speak and understand. Translations can be provided by the site or the IRB can provide this service. This requirement enhances the role of the IRB in protecting the rights and welfare of study subjects.”

The mandate for clear communication to all study participants has led some IRBs to outline very specific procedures for translation quality assurance. Wayne State University policy states that the translation process can be accomplished using a “one-way” translation into the non-English version if it is certified by the translator or company doing the translation with a guarantee of accuracy. A “two-way translation” (back translation) is also an accepted quality process. The Oregon Health & Science University Research Integrity Office does not require two-way translation but suggests an authorized translation vendor. If that vendor is not used a memo detailing the qualifications of the translator must accompany the informed consent for review. The Stanford University Research Compliance Office recommends the use of back translation and the Institutional Review Board at Duke University Medical Center not only requires it, but expands in detail on the process.

Back Translations

Use Great Trainers and Jockeys

What does this mean to the translation and localization community? Whether or not your company agrees that back translation is the best vehicle for quality assurance, the reality is that some clients are required to provide both forward and backward certified translations. Our job is to comply. Our responsibility is also to understand a client’s exact needs and to help them determine if and when a back translation is appropriate.

Some clients who are not required to provide back translations have heard enough about the process to inquire about the service. Others assume that bidirectional translation is standard protocol. At McElroy, we believe that our role is to inform clients of the advantages and disadvantages of bidirectional translation as a form of quality control. Providing information about the process of bidirectional translation helps clinical trial project managers charged with document compliance make informed decisions.

One advantage is that back translations can satisfy the quality assurance mandates of many IRBs. A disadvantage is the higher cost of this method of assuring quality. A basic explanation that instead of one translator and one editor they must pay for a translator and an editor in each direction will often produce what I call an “ah-ha moment” of revelation.

It is also essential to explain that while back translation adds another layer of quality assurance there is one critical caveat. A back translation will not be the mirror image of the original. Some words or concepts simply do not exist in other languages, or a translator may have rephrased an idea to address a cultural sensibility. The review of a back translation should show that the message is conveyed, if not in the exact same words originally used.

Translation Manager Ellen Boyar at Thomson Scientific emphasizes, “If you are receiving a back translation that is word for word like the original, you are not getting back a valid back translation.”

An Improved Back Translation Process

A Zebra is Not a Thoroughbred with Stripes

Ellen is a particularly savvy translation client. As McElroy started providing more and more back translations we soon realized that our customer service department was besieged with post-delivery questions about the differences in the source and back translation. Not only did we decide to focus more on client education pre-project, but in 2005 we introduced a new level of service for bidirectional requests.

Instead of simply delivering both the target and the back translation, our standard protocol for these projects now also includes an expert comparison of the original source English and the reverse translation, with research of any relevant differences. Seasoned professionals can readily distinguish between naturally occurring differences that are to be expected as a result of process, and deviations that merit attention. In the event that a question does arise our language team can then determine in which direction the discrepancy occurred and make appropriate document revisions before delivery of both translations to the client.

Some clients request one additional step beyond the process already described. As a value added service at an even more advanced level, McElroy facilitates client focus groups of international study populations to evaluate the fine nuance of cultural sensitivity of patient questionnaires that we have localized. In addition to forward and backward translation, and reconciliation of source to back translation, a final patient review of the instrument in focus group format is arranged and facilitated by a McElroy interpreter and project manager.

Your Translation Under the Microscope

Deliver a Triple Crown Level of Quality

As stated earlier, excellent quality with documented procedures is no longer a selling point for a company; it is an expectation. Whether for legal, medical, software, or marketing communications the translation/localization industry must meet the highest quality demands. Dollars and sometimes lives are at stake.

In my experience, quality assurance using back translations as a validation vehicle is currently used predominately by those segments of the medical industry with distinct responsibilities linked to fair and compliant communication with clinical trial participants.

To better serve this business unit, McElroy developed advanced processes and added related services. In medical translation, a single word or term may have critical significance. Industry-specific quality procedures and keen responsiveness is paramount when providing medical translations. The emergence of “back to English” translations is a prime example of the medical industry’s efforts to ensure safety for clinical trial participants and future patients.

Back

Read about McElroy’s localization services.


Estonia

(continued)

Estonia’s infrastructure, particularly the road network, is well-developed by regional standards. Post-Soviet economic policy has followed a customary pattern of deregulation and privatisation. In June 1992, Estonia became the first former Soviet Republic to introduce its own currency, the Kroon, which is the legal tender and is now fixed in value to the Euro. Estonia’s service sector was the most developed in the former USSR, and has since expanded further with increased tourism and Western investment. There is also a thriving financial services industry. Overall, trade with the West has increased dramatically with important trading partners (as above). Despite this, Estonia still has fundamental economic links with the Russian Federation, and the 1998 Russian economic crisis led to a recession in Estonia the following year. Growth in 2004, however, was around 5 per cent. In 1999, Estonia joined the World Trade Organisation, adding to its previous membership of the IMF, World Bank and the European Bank for Reconstruction and Development. In May 2004, Estonia, along with its Baltic neighbors and seven other countries, achieved a long-cherished ambition when it joined the European Union.

  • GDP: $19.23 billion.
  • Main exports: Machinery equipment, foodstuffs, furniture, wood/paper and textiles.
  • Main imports: Transportation equipment, textiles and foodstuff.
  • Main trade partners: China, Finland, Germany, Japan, Scandanavia and Sweden.

Language
The Estonian language belongs to the Finno-Ugric family of languages, closely related to Finnish and more distantly related to Hungarian. It is among the most difficult languages in Europe, with fourteen cases for the declension of nouns and complicated rules for their use. There are no articles, however, nor any grammatical gender in Estonian. Indeed, the same word is used for both “he” and “she”: tema. Over the years, the language has been standardized, but many dialects and accents remain, especially on the islands. Most of the foreign words used by Estonians come from German. Russian, Finnish, and English also have influenced Estonian, especially in the formation of slang.

Business Etiquette

  • In general, business behavior in Estonia is similar to that in the rest of Europe. Business is conducted formally. A handshake before and after a meeting is customary and acceptable. Care should be taken to shake hands with everyone present at a meeting. Office hours: Mon-Fri 0800-1800.
  • Immediately after shaking hands at the start of the meeting, it is customary to exchange business cards. See that you have a sufficient quantity of business cards.
  • The acceptable dress for a business meeting is a business suit for men. Women are recommended to dress fashionably, but not loudly.
  • Most business people in large cities in Estonia, particularly those under the age of 30, have a good command of English. Nevertheless, a few words in Estonian will turn the meeting into a warm and friendly encounter. The Estonian word for ‘Hello’ is ‘Tere’. It is recommended that a few words be learned in Estonian to thaw the atmosphere. The presence of an interpreter will help a business meeting to progress.
  • At first meetings, until a contact has been established, Estonians display affection very sparingly, for example: a pat on the shoulder and the like. Nevertheless as the relationship is created, the Estonians are excellent hosts. An excellent place to warm up a relationship is at a meeting in an Estonian pub.
  • The Estonian sense of humor is fairly sarcastic. Visitors from Britain will feel at home.
  • Estonians are very sensitive as regards Estonian culture. Jokes that may be offensive to their culture should be avoided. The Estonians greatly appreciate talking about their historical heritage.
  • Acceptable gifts for business meetings are items for the office, pens (including pens with your company logo) as well as selected wines.
  • It takes some time to be able to fix a meeting. Remember that frequently, senior executives acquired their experience in the former Communist regime. Confirm in advance, before the meeting, by fax or letter, that the meeting will take place.
  • You are recommended to avoid business meetings in the months of July and August or around the times of national holidays.

Sources used:
http://www.internationalist.com/redir/?n=http://lcweb2.loc.gov/frd/cs/eetoc.html
http://travelguides.lastminute.ie/sisp/index.htm?fx=location&loc_id=131038&sub_section=Business
http://www.worldwide-tax.com/estonia/estpractice.asp
http://en.wikipedia.org/wiki/Tallinn
http://www.inyourpocket.com/estonia/tallinn/en/
http://www.tallinn.info/flash/

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