News and Tips for a Multilingual World

Newsletter, January, 2005
www.mtmlinguasoft.com

 

Impact of Sarbanes-Oxley and other regulations on translation needs

Recent US and European Union rulings call for more multilingualism.
U.S. legislation such as the Sarbanes-Oxley Act 2002 requires companies to monitor and audit their financial processes spanning their international business units. As corporate directors assume greater liability and responsibility, the need for accurate and understandable information that covers both financial and accounting reports and corporate risks will lead to an increase of translation projects. This is especially true for US companies with international business units where native languages are not English.

Similarly, there are already rulings that guide the sales of manufacturing goods, machinery, medical and consumer devices in the countries of the European Union. With the recent enlargement of the EU, additional translation and localization of product specifications, user manuals, health and safety labels will be needed. As of May 1, 2004, the EU added ten new countries that represent nine new official languages. The enlargement means that the new languages will be treated the same way as the existing official languages of the EU. The nine new official languages are: Czech, Estonian, Greek, Turkish, Latvian, Lithuanian, Hungarian, Maltese, Polish, Slovene and Slovak. If you want to penetrate these new EU markets, your literature and electronic content need to be translated into the language of your potential customers.

Back in the US, government agencies are required to serve the needs of people with Limited English proficiency (LEP). In light of the growing LEP population in many states, this represents a major undertaking. According to the US Census Bureau, 12% of US residents in 2002 were born outside of the country. Among residents of at least five years old, 18% spoke a language other than English at home. 60% of them speak Spanish which has become the second language of the US and the rest speak a variety of other languages. Some federal agencies consider proficiency in English to be protected by equal protection statutes at the same level as race. As such, providing translation and interpretation services for citizens with LEP is a mandate. Thus, information technology vendors that sell to the government have to provide access for such individuals and agencies that create custom applications or content should also provide multilingual content.

The regulations mentioned in this article show that translation has moved from being a "nice-to-have" to a "must-have".

Sources for this article include the Common Sense Advisory report "Translation is the Law", (www.commonsenseadvisory.com).

 

 


Latest research report says

"Bilingualism helps with Aging"

According to a report published in the "Psychology and Aging" Journal from the American Psychological Association, "it appears … that controlled processing is carried out more effectively by bilinguals and that bilingualism helps to offset age–related losses in certain executive processes".

So learning to speak a second language will not just help you communicate with others around the world. It can also protect your brain against the ravages of age! When bilingual people age, their brains decline much slower than those who are fluent only in their mother tongue. Bilingual seniors have faster reaction times than those who speak only one language and are less easily distracted while completing mental agility tasks.

The study found multilingualism significantly improves cognitive performance at an older age. Further experiments are planned to investigate whether learning a language to a non-bilingual level of competency still protects against age-related cognitive decline.


Source: "Bilingualism, Aging, and Cognitive Control: Evidence From the Simon Task," Psychology and Aging, 2004, Vol. 19, No. 2, 290–303.


 

Challenges Of Global Branding

Do you know what messages your company logo and brands are sending to people in other parts of the world?

As the world becomes smaller and companies go global, companies face the decision of whether to standardize their global branding strategy or customize some of it to meet local preferences. While some level of consistency is essential to the brand’s success, a certain amount of freedom to react to the local environment can benefit the brand as a whole.

Marcom departments rely on translation and localization services to ensure that both language and local culture are taken into account when developing a global branding strategy.

Corporate Logos

Although localizing the corporate logo may have benefits for a particular market, there is a common global branding principle that favors a consistent logotype with regards to geometric dimensions, typeface and color palette.
Consider DELL's blue corporate logotype with an angled E character. How should it be translated and written in foreign languages using a non-Latin character set? DELL decided to keep its logo as it is in English and to localize its tagline.  
Westernized corporate names may be phonetically transcribed for legal reasons and for ease of customer pronunciation. But it may not be the best choice if one ignores the semantic impacts of selecting foreign characters solely based on their phonetics. Especially for languages using a symbol system (such as written Chinese or Japanese), it is much more problematic.

There are two potential approaches:
  • translation for pure phonetic effect and no literal meaning
  • translation that balances an approximate phonetic similarity with a new meaning in the target language that is acceptable to the brand.
  • Taglines
    For taglines the work involved goes beyond translation. The translator and the marcom contact (or the advertising firm) work together to localize the tagline.
    A well-localized tagline will probably not be translated word-for-word but rather focus on communicating the global image of the product or service while adjusting to local sensitivities, idioms and cultural backgrounds.

    As such, projects that deal with translating taglines are treated differently than other translations. The translator will need access to information about the brand and marcom resources and will probably suggest more than one translations of the tagline. We then recommend that the next step be to conduct focus groups and surveys with the potential taglines. These efforts will help choose the one most appropriate and accurate for the business and targeted market.

    Developing a global brand through localization is truly a task that champions the principle "Think Global, Act Local".

    In that effort, choosing a language services provider that understands these issues is critical to the success of the global branding strategy.