I Eat Your Liver

Nothing reveals the character of a language and thereby—to a certain degree—of its speakers more than idioms and colloquialisms, standardized expressions that usually defy attempts of literal translation. Their use can be great fun but also (quite literally…) spell trouble when addressing a global audience.

“Argot” as the French call it—giving the phenomena a somewhat more sophisticated ring than the English “slang”—is usually so engrained in our daily communications that we do not notice anything strange, even if we are saying things that can appear quite absurd. We never really “nuke” our food nor does it actually rain cats and dogs. But have you ever wondered what it rains in other cultures? Well, you might be surprised to find out that in South Africa, it’s raining old women with knobkerries (clubs) and in Norway, female trolls. The Spanish offer husbands, and the Polish, frogs.

Each expression tells a story and invites to speculate on the origins of the idiom as well as the associated idiosyncrasies of the respective culture. I am probably not the only one who is reminded of the end scene of the movie “Magnolia” by the last example above. While some have interpreted the sequence as a biblical reference (Exodus 8:2) – which could in turn explain the Polish saying, given the strong catholic tradition in the country – recent studies go as far as establishing “raining animals” as a scientifically explainable occurrence, reported from many cultures throughout the ages.

The magic of words

Scientific proof or not, the power of the image can be tremendous, as Anderson’s 1999 film showed. There is probably no one who used the artistic device of bringing metaphors or sayings to life as extensively and masterfully as French author Boris Vian. He created an entire short story from the expression “Love is blind” (L’Amour est aveugle, 1949),

based on the proposition that by having to rely on our remaining four senses and eliminating the critical eye of others (and thus the sense of embarrassment), we are finally free to love. The story, full of clin d’oeuils, unravels our fixed perception of the world and its values by painting a surreal setting from a familiar phrase—it’s a mysterious fog that robs the people in the story of their eyesight, just long enough to discover their newly found freedom. The Oedipal ending in reverse plays on our morals just as much as on our literary heritage.

Playing the game

You don’t need to go that far to create an effect when playing with words for marketing or similar purposes, but it is not a bad idea to keep in mind how much of the game touches on cultural references and sensitivities. Even product names can fire back, as Clairol’s curling iron famously proved a few years ago when introduced into the German market: “Mist Stick” sounds a lot like “Miststück”, meaning “piece of manure”– a quite common curse word. An example going the other way around comes from Sweden: the international advertising team of a popular vacuum manufacturer was apparently not aware of the various connotations of the verb “to suck” when they released the slogan “Nothing sucks like an Electrolux” in the English-speaking markets. Granted, this happened back in the sixties when the expression “this sucks” was just emerging, but it goes to show how crucial it is to be tuned into the latest linguistic trends and developments. Language is a living thing, and the paradox about idiomatic expressions lies in their timelessness—some seem to have been around forever—paired with the ever-new creation of words and coining of phrases.

Keeping up with the latest

Market research groups around the world put a lot of work into keeping track of every trend and fad, but only by teaming up with professional linguists specializing in the field of creative adaptation in the respective target languages can marketeers ensure that their message will indeed come across. Even if bringing back classics—Shakespeare originated or at least popularized countless idioms, among them such staples as “dead as a doornail” or “to be in a pickle”—we cannot always be sure that they translate well or are as commonly known in translation as in their original version. (I couldn’t help but look up this last one: Apparently the bard adopted it from Dutch, where it indeed referred to the uncomfortable notion of being stuck in brine and vinegar, i.e. pickling juice). It gets more complicated when using modern speak, and the fact that English is penetrating colloquial lingo around the globe triggers quite some confusion while only seemingly standardizing popular culture and language. Ultimately, it is crucial for the translator or adaptation specialist to have a keen sense of what exactly an expression conveys in the source language in order to then find an equivalent (which may be entirely different linguistically) that can take its place in the target language.

Creative forces

When it comes to coining catchphrases or making them accessible to the general public, the “Shakespeares” of today are often members of the pop culture—we find them in music, movies (You talking to me?), TV—but copywriters themselves are actually a driving force as well. While we don’t know if any of the contemporary creations will have an impact as lasting as those of the famed playwright, unlike his, they have to stand the test of immediate internationalization. “Got Milk?” has been going for almost 20 years, nevertheless stumbling in its first attempts of going global: After being released in Spanish, it turned out that the tagline actually read “Are you lactating?” The web of course is another great source for new jargon with the added benefit of immediately going worldwide. Wired.com published “10 Updated Colloquialisms for the Modern Age” last year (by Anton Olson, 1/25/2010), including such treasures as “That’s a hard act to unfollow” and “One #hashtag does not a trending topic make.” Only time will tell if they prevail and for how long—the doornail example above (which actually had to do with a specific use of real nails) shows that even when a technique or technology becomes obsolete, the expression can live on.

Not all imagery may prove as persistent as the many figures of speech involving a certain body part in Armenian: As Irina Petrosian and David Underwood put it (in Armenian Food: Fact, Fiction & Folklore) Armenians “love with their liver, feel pain in their liver, talk with their liver and eat with their liver”. And when they want to eat your liver, they are head over heels for you.

Nanette Gobel

Sounding It Out

How To Best Prepare For Foreign Sound Recordings/Voiceovers

There are many different situations that require the recording of voice tracks in or translated from foreign languages. Whether you are directly or indirectly involved in the process—if you are familiar with the various solutions and well prepared for every scenario, you can ensure efficiency and high quality results.

Let’s first take a look at one of the most common examples in the field of life sciences. In clinical trials and similar research studies, patient as well as physician interviews play a critical role. More insight is gained by expanding the geographic territory of these studies, but in order to proceed with the evaluations, foreign interview recordings must be translated. Creating a transcript and translating the resulting document is time consuming and costly. Another option is to record the English translation as it is simultaneously interpreted by a professional interpreter in the respective language pair. But what does this solution exactly look like and how do you set it up?

The right format

The initial step is similar to what you would do if you were to get a written transcript of the interview(s): you need to make the audio files available to your language support provider of choice. Most likely, the interviews were recorded with a Dictaphone or similar device. Many Dictaphones have proprietary or obscure file formats, so if you can first convert the files to .mp3 or .wav before forwarding them, you will save the time and cost that would be involved if the language company or interpreter were to perform the conversion.

The right linguist

Your project is then to be assigned to a simultaneous interpreter who can record his or her own voice to create an English audio file, which should also be .mp3 or .wav, so you can play it back on your audio player without problems. An interpreter, as opposed to a translator, translates the spoken word, and a simultaneous interpreter does this—you guessed it—at the same time that the original text is spoken. In the world of language translation, this is a highly specialized field, only mastered by linguists with corresponding training and experience. To create the English track for your interviews, he or she will listen to the original, translate what is said verbally while listening and record it in the process. Since this approach leaves no time for research, make any supporting documents you may have (summary, questionnaire, product list, names) available to the interpreter.

The right budget

When budgeting time and cost for the recording, the sound quality of the original makes a difference, as does the clarity of interviewer and interviewee. The interpreter will have to go back to listen to the original track if he cannot understand what is being said, thus adding additional time to the real time of the recording. Regardless of quality and clarity, your budget needs to allow for breaks since simultaneous interpreting is commonly performed in 20-30 minutes blocks—it requires such a high level of concentration that it can only be effectively produced for this amount of time, which is why in any ‘live’ situation (e.g. at conferences), simultaneous interpreters work in pairs.

The right script

But what do you do if you need promotional materials in foreign languages? Radio ads, or voiceovers for web or TV? Interpreters are not the right choice, since you need a carefully adapted copy in the respective language(s) that matches the original but takes into consideration linguistic and cultural differences. While you most likely will have an ad agency or production company assist you with your international promotions, knowing what it entails to create successful versions for each target market can guide you in your interactions with advertising and producing partners.

The right voice

In this scenario, translators specializing in the adaptation of advertising and other creative materials are best suited to create the foreign language copy from your final original before it is recorded by native voiceover talent in the respective language(s). For the recording process, which should take place in a professional recording studio owned or booked by the ad agency or production company, it is extremely helpful to bring in a dialect coach/co-director in the foreign language to ensure the right tone as well as perfect fluency of the recording. To play it safe, it may even be advisable to run the casting tapes by a trusted translator in the respective language, and to make sure that the language variant matches the target market (e.g. Castilian for Spain, Canadian French for Canada). Asking the dialect coach/co-director to stay while editing or running the final copy by him or her will eliminate mistakes that could result when cutting the ad—if the editor does not speak the language, he may accidentally cut out a word or get the order mixed up.

The right choice

Last but not least, you may be considering foreign language versions of your instructional, training or corporate videos. If you are opting against subtitles and prefer voiceovers, you still have the choice of the two options outlined above. For straightforward material, the more cost-effective possibility of recording the simultaneous interpretation could be right for you. If exact phrasing and wording is critical, it may be better to invest in creating written foreign language versions to then be recorded as voiceovers. Since the sound will be set to video, it would be best in both cases to do the recordings at a professional studio.

Apart from knowing the different approaches to foreign sound recording, which will enable you to make an informed decision and give effective instructions to other entities involved, your best bet to be well-prepared in any foreign language recording situation is to:

- Provide as much supporting information as possible.

- Ensure that original audio material is in the right format and of the best possible quality and all material to be translated in its final version.

The result will be sonically and linguistically sound.

N. Gobel for aiaTranslations

Rodolfo Speaks Spanish, right??

If you needed to have your appendix removed, would you ask the EMT that lives next door to take it out? Since she is your neighbor and already knows how to save lives, certainly she could handle the job. You could lay down on the kitchen table and let her take it out with a steak knife. It would certainly be cheaper than seeing a doctor and going to a hospital.

Would it be worth the money you save? No.

As a company in need of translating company communications into another language, why would you consider letting Rodolfo from the IT department translate your new Spanish brochure simply because he was born in Costa Rica?

Will in-house translation save you money? Sure.

Will it be worth it? No!

Someone who is multilingual and a professional translator are two entirely different animals. Translating is more than simply trading one word for another word in a different language. Translation involves the communication of equivalent meanings, contexts and intents from one language or culture to another.

Translating also involves communicating these meanings in a clear and concise manner. Rodolfo may be a native Spanish speaker but can he write well whether its in Spanish or English? A fifth grader may speak English well but would you hire one to write your next marketing brochure? Writing well is a learned and practiced skill.

Good professional translators have years of education in linguistics followed by years of experience translating. Translating source text about a subject with which you are unfamiliar is difficult at best and typically translators have advanced degrees in the field with which they work (healthcare, law, technology, etc.)

Even within a particular field, verbiage can vary widely and be highly unique. Building a relationship with a translation agency means they understand your business. Using up to date software they build glossaries around your business terminology so current and future materials for your business are consistent and correct. Over time these glossaries save you money on future translations.

Can Rodolfo guarantee you the same efficiency and quality? How about confidentiality?

Professional translators are worth the money. They save you time, frustration and communication blunders in the long run. Professional translators are highly qualified and trained to provide you with ethical, accurate and confidential translated materials your business requires.

(Sherry Dineen)

Bad News a Good Way?

A recent study reported in Archives of Surgery looked at 44 general surgery residents who had received "communications training." Yup, this training was designed to help them improve the way they deliver bad news to their patients.

In the study, the doctors were assessed on how they delivered bad news, and on their communication skills in general. Then, they took the class and were subsequently reassessed. Turns out certain aspects of their delivery improved, but their general communication skills did not.

We suppose that doctors are supposed to know how to communicate. Apparently, this is not something that everyone can do. Now imagine if they are charged with communicating across culture and language? How low would they score?

(MARN)

The Times They Are A-Changin’

by Bob Dylan

Come gather 'round people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You'll be drenched to the bone
If your time to you
Is worth savin'
Then you better start swimmin'
Or you'll sink like a stone
For the times they are a-changin'.

As a nation we are in the middle of a cultural revolution. Can you feel it? The latest census figures are out and times really are changing.

According to the most recent census reports, women are becoming more educated (they now outnumber men in the number of doctoral degrees conferred), populations are shifting from rural and urban areas to the suburbs, and household size is increasing (mostly due to immigrant populations who are more likely to live in multi-generational homes.)

America is also aging and diversifying at a faster rate than anyone predicted.

According to the reports, the number of people age 85 and older (5.5 million) has doubled since 1990. While the older population increases, the younger population is dramatically diversifying.

According to a recent article on the front cover of USA Today, “One of the most significant demographic trends of the past 20 years is the explosive growth of Hispanics.” Half of the population growth in the United States over the past 20 years is from the 30 million person increase in the Hispanic population. One in six Americans is Hispanic.

“An entire Venezuela’s worth of Hispanics was added in just those two decades.” said Robert Lang, urban sociologist, University of Nevada, Las Vegas in the article.

This growth is not just found in traditionally considered high Hispanic population states like California and Florida. In 1990, North Carolina’s population contained only 1% Hispanics, in 2010, the census showed almost 7%. The Hispanic population in Illinois has doubled in the past 20 years going from 7.9% to 15.8%.

While black and white racial relations saturate our nation’s history, 2003 marked the first year Hispanics surpassed African American in population numbers.

After the census figures release in 2000 it was predicted 2050 would be the year our population shifted to less than half non-Hispanic White. That timeline has now shifted to 2042.

Part of this dramatic diversification rate is due to a higher than average birthrate for Hispanic women (2.9 versus the national average of 2.1). Another significant reason is the increased number of people claiming more than one race.

The 2000 census marked the first year people were allowed to select two or more races on their form. Nine million people reported more than one race. Of marriages today, one in seven contains a spouse of a different race or ethnicity. Their bi-racial children will check more than one box on their next census form.

These latest census numbers represent changing times in our nation’s cultural, racial and ethnic history. In the USA Today article, William Frey, demographer at the Brookings Institution, a non-profit public policy organization in Washington, DC, was quoted as saying, “The future is people of all races and ethnicities.”

Change is a beautiful thing.

(Sherry Dineen)