Project Highlight: Thirvin International Localizes Their Business Name

A Precision Language & Graphics, Inc. client has firsthand experience with translating a company name for use in the Chinese market. Thirvin International, formerly known as East West Wine Company, actually chose to change their English company name in order to have a stronger impact on the Chinese market. After learning that the company name East West Wine would not translate well into Chinese, the executives at Thirvin spent some time trying to think of a name that was not used in commerce anywhere in the world and that would translate well into Chinese. They eventually came up with the name Thirvin, which is short for “thirsty for wine”. The Chinese name, 石玟 (pron.: shiwen), breaks down to mean “stone” (石) and “pattern of jade” (玟). This name sounds elegant and powerful and is also easily pronounced in Chinese.

PLG has worked conjointly with Thirvin to overcome any language barriers while operating in Mainland China. Services have ranged from translation of business cards, to translation of product lists… and even a product name. Stateside is a particular name for a very specific line of wine that needs to be localized for the Chinese market. In order to translate the name effectively, Thirvin International was required to explain the meaning of the name. Kim Miller, Chief Marketing Officer for Thirvin International, explained the meaning of Stateside, “[Stateside] is wine that comes from the United States. It’s meant to convey pride and honor [for] the land from which it originates.” Wines produced by Thirvin International are intended to express powerful elegance.

The translation itself has yet to be completed. If you can imagine, creating a transliteration of a name that carries a very specific connotation can be a great challenge. In the process PLG has presented Stateside translations, while Thirvin has collaborated with their China team for feedback. After working together on a few threads of emails and conference calls, the task is almost completed. When attempting to translate business or product names, one should keep in mind that it is no small task. There needs to be a willing effort from both parties to create, rather than identify, a translation.

Thirvin international’s tagline is “California Wine for Every Occasion.” In working directly with the team, it becomes evident that they wholeheartedly believe this. They strive to provide award winning, world-class California wine to Mainland China. The Chinese marketplace has recently seen a surge in wine consumption, and Thirvin aims to please every palate. For more information on Thirvin International, please visit their website at www.thirvin.com.

For more information on PLG’s marketing oriented translations, please visit us at www.plg-online.com.

Happy drinking! 

Translation Warranty, Liability and Loss Prevention: An Industry Overview

A subject of confusion regarding translation projects is liability; who is ultimately liable should an error go to print? It is important for anyone planning to have a translation done to understand liability, should an unexpected blunder occur.

One way to avoid liability arguments and/or lawsuits is to be sure that there is a liability statement in the work contract. This is especially important for projects that carry a high liability. If your translator does not state his or her liability limitations, then you should remember to ask. Many translators and language service providers include a liability statement on their work orders or have a link to a webpage stating their liability limitations. If the translator has liability information but you did not ask, you may ultimately be held responsible and required to live up to their terms.

Certain translators or language service providers choose to be insured with liability insurance specific to the translation industry, which is called Error and Omission (E&O). If a translator or language service provider has liability insurance, they will be protected and able to compensate for damages as dictated by the proper claim process. This provides an extra layer of protection to the translation users.

Remember, translation is a human derived service, and even the highest quality translators could err. Liability discussions should not be a scary thing, but they are important in order to protect yourself from damages in the unlikely event that a critical error is made.

To view Precision Language & Graphics, Inc.’s limited liability policy, please visit http://plg-online.com/limited_liability_statement.html. PLG is a bonded and insured firm, through Underwriters at Lloyd's of London.

Translation vs. Transliteration: Adapting a Business Name for the Foreign Marketplace

Many companies choose to enter the Chinese market because China is a global superpower. An important note for such companies to remember is that the company name is often converted into Chinese, and this can be very challenging. Because company names and taglines are created by professionals to have specific appeal, direct translation does not always have the intended effect.

There are many examples of bad translations or literal translations that have the wrong meaning. A couple famous examples include Pepsi and KFC. When Pepsi created the tagline “Come Alive: You’re in the Pepsi Generation,” the straight translation into Chinese took on a very different meaning with “Pepsi brings your ancestors back from the dead.” KFC had a similar problem when their tagline, “Finger-lickin’ Good,” was translated as “Eat Your Fingers Off.”

To avoid such errors, it is recommended to use a transliteration instead of a direct translation. Transliteration is the process of converting a sound from the source language (e.g., English) with a corresponding character in the target language (e.g., Chinese). Although this process appears to be a simple phonetic conversion, it differs in that it converts a sound to a character. This helps avoid the problems caused by similar sounds in Chinese having very different meanings. For example, the word “gao” in Cantonese can mean dog, nine or penis depending on the tone. Phonetic conversion caused problems for Coca-Cola when the phonetic conversion of their name translated as “Bite the wax tadpole”. When this was noticed, Coca-Cola decided to use transliteration to come up with “ko-kou-ko-le” which still sounds similar to the English name while retaining a meaning that makes sense, “happiness in the mouth”.

There are a few simple ways to avoid such gaffes. The key thing to remember is to use a native Chinese speaker to do your translation. Using a native speaker also helps to avoid potential problems that stem from local slang. Double-check the translation by having a second translator do a back-translation to check the English meaning of the Chinese business name and/or tagline. If your company name and/or tagline carry a specific meaning that may not be clear, it is crucial to convey the meaning to the translator so that they may try to keep a similar connotation with the translation.

Image source: http://www.foodchannel.com/articles/article/la-area-mcdonalds-goes-feng-shui/

The BBC Gets Bashed, Thanks to Subtitling Blunders

                Deaf BBC viewers are frequently noticing some comical errors in the corporation’s subtitles/captions. The errors are so common that there is a website dedicated to recording them so that people can have a good laugh. Some of the slips include calling the leader of the Church of England the “arch bi***” of Canturbury, requesting “a moment’s violence” during the Queen Mother’s funeral, and describing pigs that enjoy nibbling on “wellies” (boots) as pigs that enjoy nibbling on “willies”.

                A number of groups are critiquing the BBC for the increasing number of mistakes and believe that the network should raise its subtitling and captioning standards. The captioning process usually involves a person viewing the program while speaking into a microphone that is connected to a computer. The computer then uses speech recognition to change the spoken words into captions for the hard of hearing. Speech recognition software is not perfect, and this is where the majority of the errors come into play. Such errors can occur on any network that is providing captioning; the reason that the BBC is under harsher criticism than other networks is because the BBC is the only broadcaster in the world to subtitle all of its programs.

                Despite the statements from a BBC spokesman that they “endeavor to ensure it is as accurate as possible,” they continue to receive regular complaints and demands to monitor the quality to reduce the number of mistakes.

If you would like to view some fun, intentionally incorrect dubbing, visit: www.badlipreading.com.

(Credit: http://www.dailymail.co.uk/news/article-2047283/Deaf-viewers-complain-standard-BBC-subtitles.html#ixzz1bhegyMdF)

The Art of Audiovisual Translation: Fully Integrated Dubbing

           Translation is not only the process of converting written text into a different language. A client may also need audiovisual translation in many mediums, including audio dubbing. Dubbing is the post-production replacement of voices or sounds on a video after the original filming has been completed. It is used by translators to replace the spoken language of a video with a foreign language. Although the terms are often used interchangeably, foreign language dubbing is not the same as voice-over translation. A voice-over translation involves playing both the original language and the translation at the same time; the original language is heard quietly in the background with the translation played over the top. Voice-overs are typically used in documentaries.

                Although dubbing is used for films and other large-scale projects, it can also be used on a smaller scale for international marketing or other foreign communication purposes. But why would you choose to essentially recreate a video by dubbing it when you can just add subtitles to the original instead? The biggest reason for that would be because subtitles distract the viewers. They cannot focus on the images in the video because they are reading the subtitles at the bottom of the screen instead. This can be especially problematic in a technical video or a “how-to” kind of video where the images are crucial to the demonstrations.  While subtitles are a form of localization, dubbing allows for a more cohesive final product in which viewers can immerse themselves in the content as a whole, rather than dividing their attention.

                Dubbing quality can vary depending on your approach. It can range from using a colleague and home computer to utilizing professional-grade voice talent and an equally-qualified recording studio. Not only are there rules specific to the translation aspect of a dubbed video (e.g., the translation should have the same number of syllables as the original, and the language should be clear and concise), the entire process of dubbing a video is highly complex and includes many steps and rules.  It is important to understand the entire process of audiovisual translation to create an accurate and effective localized video. Using professional services that fully comprehend the dubbing process and rules can greatly improve the quality of the final product.

                If you are interested in having a video dubbed by a professional, like PLG, there are some guidelines to streamline the process:

·         Provide the translation vendor with the video transcript, making sure to inform them that the translation is to be used in a dubbed video

·         Discuss the target region with your dubbing provider so that they can match up the voice talent that best suits your video

·         Provide your vendor with the original video files and a separate music file for any background music

·         If possible, have the translation agency work directly with your vendor for the original video. This allows for a clear communication path should any technical issues or questions arise

                Precision Language & Graphics, Inc. is an expert in audiovisual translation; you can learn more about one of our recent dubbing projects by checking out this month’s project highlight at http://plgreader.plg-online.com/2011/10/project-highlight-brew-express-dubbing.html.

Project Highlight: The Brew Express Dubbing Experience

       

         Le café, c’est super !  

                       The PLG Feature Article this month is focusing its attention on the art of audiovisual translation, through audio dubbing. This October Project Highlight showcases Brew Express® and their increased use of Canadian French materials, one of which was an audio dubbing project.

                       Precision Language & Graphics, Inc. has worked conjointly with Brew Express® to integrate Canadian French translations into Brew Express®’ marketing plan. Brew Express®’ presence in Canada is not recent, but due to an increased demand from the consumer and supplier level, it has become essential to integrate Canadian French materials. PLG has supported Brew Express® by translating several instruction manuals into Canadian French and, more recently, by completing a Canadian French video dubbing project. The project started with the translation of the video script into Canadian French, then moved onto the voice over recording of the script. The final stages of the project included video engineering to replace the existing English sound file with the Canadian French counterpart. All-in-all, the project was a success, and it has been a pleasure working with Brew Express® to fuel their global communication efforts.

                       Brew Express® is a leader in the coffee maker industry, who provides their consumers with an aesthetically pleasing and incredibly efficient appliance. Brew Express® coffee systems connect directly with your water line to eliminate the filling process. They offer an elegant, built-in or countertop model, which has gotten a plethora of positive reviews. Brew Express® offers in-home installation, which enhances their already superior customer service. For more information on Brew Express®, visit their website at www.brewexpress.com.                     

                       For more information on PLG’s translation, voiceover, dubbing or subtitling services, please visit http://www.plg-online.com/lm_media.html. 

Rediscovering the Portuguese Language

As the Brazilian economy flourishes, the demand for Portuguese translations has increased. Do an image search for cities like Sao Paulo, Curituba, or Bello Horizonte and you will see that they rival many of the largest Asian or American cities. A few months back, we had written an article about the expanding Brazilian economy. With a population reaching 200 million, Brazil is certainly the most important Portuguese-speaking country [Read: The Bridge to Brazil: Portuguese Translations]. The economy of Portugual has also become an integral part of the European Union. In this month’s article, we want to go further and discuss the intricacies of the Portuguese language and what you need to know to help you choose a Portuguese translation service.

One of the romance languages that originated in the northwestern region of the Iberian Peninsula, the Portuguese language spread to the south with the help of the Reconquista and to other parts of the world through Portuguese colonialism in Asia, Africa and South America. Speakers of the Portuguese languages are considered “Lusophones,” and compromise a total of 272.9 million speakers, making Portuguese the 5th most spoken in the world and the most spoken in the Southern Hemisphere.

Because of their proximity in origin, Portuguese is a sister language of Spanish. A Portuguese speaker may be able to understand a Spanish speaker and vice versa. It is important to note that while Portuguese and Spanish may be mutually intelligible to a degree, they are not the same language. Considerable differences make Spanish and Portuguese unique and must be treated as separate languages. It cannot be expected that a Portuguese speaker will understand Spanish. When translating for the South American market, two separate translations in Spanish and Portuguese are certainly needed.

It is also important to understand some of the key differences between Brazilian Portuguese and European Portuguese. When intercontinental language dialects are compared, they often cite the differences between British English and American English, yet linguists believe that the differences between European Portuguese and Brazilian Portuguese are far greater. Brazilian Portuguese has been largely influenced by African and Amerindian languages. While most of the grammar and lexicon rules remain the same, there is a great degree of differences in vocabulary for food, flora and fauna, and other terms that pertain to the local Brazilian culture. The Brazilian language is diverse within itself, having regional differences within the country. The dominance of Rio de Janeiro and Sao Paolo, in both economic and cultural aspects, has made the dialect of this southeastern region the most recognizable.

What does this mean for translation? It means that for a good translation, it must be identified for which population the translations are intended. It is perfectly acceptable to request a native speaking translator that is either fluent in European or Brazilian Portuguese, or one that originates from the Southeastern portion of Brazil for example. Most translation agencies that offer Portuguese translations would offer both choices, but please make sure to clarify to the translation agency which variety you would need. A European Portuguese translator may not be your best choice for a translation intended for the Brazilian market and vice versa. It may be more likely that you need a Brazilian Portuguese translation, as the population and economic stronghold of Brazil far exceeds that of Portugal’s. Yet if you want to focus on the European market, going with a European Portuguese translator is your best choice. A translation agency can help you find a Portuguese translator that understands your market and your industry.
Precision Language and Graphics offers Portuguese Translation services, for both the European and Brazilian markets. For more information about our Portuguese Translation Services, or questions about the Portuguese language, please visit http://plg-online.com/portuguese_translation_services.html