Workforce Language Services

Latin Americans are the fastest growing population of Twitter users in the world, and are engaging in all forms of social media. Marketers who are attempting to access the potentially huge Hispanic market in the U.S. have a tough choice now: Spanish or English?

Andy Checo of hispanicPRblog gives his insight into this area. His main idea is this: language is ultimately irrelevant. Companies need to be “in-culture” in order to relate to their target audiences, no matter what the language.

He recommends using English if the majority of your target audience wouldn’t get the cultural message in Spanish. “We all know that if your audience is an acculturate Hispanic they will be able to relate to the bachata group Aventura as they would to Damien Rice, but can your non-Hispanic audience relate to Aventura?”

Use Spanish if your target audience is communicating in Spanish. “Are people commenting in Spanish? Asking you questions in Spanish? If so, why would you choose to communicate back in English?”

Spanglish is also an option, but again, it depends on the needs of your particular audience. Just listen to them! Read Checo’s full advice post here.

As a translation manager, I’ve heard a lot of horror stories about mistranslations—everything from the shocking result of companies incorrectly punctuating ‘n’ in ‘año’ (that makes ‘year’ into ‘anus’ in Spanish), from the urban legend about Chevrolet’s “Nova” brand car, the car the wouldn’t go.

At the link below you’ll find a laughable list of translation and localization blunders. If you value your company’s message and want the same idea to come across in another language and culture, a little investigation goes a long way!

Here are just a few examples:

• Coca-Cola tried marketing its domestically successful two liter bottle in Spain. It finally withdrew the bottle from the Spanish market when it discovered that the refrigerator compartments were too small to hold the liter size. (eBook “How to Localize Products for Success in Foreign Markets” by Silk Road Communications.)
• A major soapmaker test marketed a soap name in 50 countries, and what it found was enough to make them change the name. The proposed name meant “dainty” in most European languages, “song” in Gaelic, “aloof” in Flemish, “horse” in one African language, “dim-witted” in Persian, “crazy” in Korean, and was obscene in Slavic languages” (Silk Road Communications eBook)
• When Pepsi began marketing it’s products in China, they were using a slogan that read “Pepsi Brings You Back to Life”. Translated into Chinese however, the slogan meant, “Pepsi Brings Your Ancestors Back from the Grave” (Business Link West Yorkshire website, www.blwy.co.uk)

Click here to read the full list.

Popular parenting blogs and websites show that many New York families are hiring babysitters to speak a second language with their children at home. When only a few years ago the trend was the opposite (only English-speaking nannies at home), New Yorkers now believe it’s important for their children to speak two or more languages.

That has certainly helped Elena Alarcón, a nanny born in Mexico who attended school in the United States. Ms. Alarcón recently completed 15 interviews with parents living in Brooklyn, and all of them insisted that if hired, she speak only Spanish with their children.

“I thought I would have to speak English with the families,” Ms. Alarcón said. “I was surprised they wanted me to speak only in Spanish.”

Ms. Alarcón now works for Yashmin Fernandes, who became fluent in Spanish living and working in Latin America. Ms. Fernandes speaks in Spanish with her daughter; her husband, who is of Puerto Rican heritage, speaks in English. “His family is the Spanish-speaking side,” Ms. Fernandes said, “but I was more adamant about getting a Spanish-speaking nanny.”

The New York Times, which reports on this trend, explains some of the benefits and disadvantages of trying to raise a child bilingually. For example, if the nanny is the only person speaking a second language, it probably won’t stick unless it’s also reinforced in another environment.

The WLS blog featured a study about raising bilingual children (http://workforcelanguageservices.com/blog/2009/07/24/sponges-inside-the-minds-of-bilingual-babies/) that explains benefits that the NYTimes article also mentions. There are significant cognitive differences between a bilingual child and one who speaks a single language. For example:

…bilingual children do better at complex tasks like isolating information presented in confusing ways. In one test researchers frequently use, words like “red” and “green” flash across a screen, but the words actually appear in purple and yellow. Bilingual children are faster at identifying what color the word is written in, a fact researchers attribute to a more developed prefrontal cortex (the part of the brain responsible for executive decision-making, like which language to use with certain people).

What’s important, above all, is for children to receive consistent exposure to both languages.

Read the full NYTimes article here.

Many Korean immigrants have recently found themselves in the Korean American Resource and Cultural Center taking classes in—what else?—Spanish. People like Sue Choe, who owns a laundromat in Koreatown, see many reasons to learn the language that many of her customers speak.

Aware of an ugly history between Korean-Americans and African-Americans–one that erupted into violence in some cities in the 1990s–Korean business owners are trying to soothe mutual suspicions with Spanish-speaking workers and customers. The effort is mostly born of an increasingly interdependent employer-employee relationship.

It is just one of the ways in which new waves of immigration and intermigration between neighborhoods is fast changing the city, mixing new combinations of ethnic groups together and forcing them to search for ways to coexist as so many previous generations of immigrants did.

Beginning a community dialogue is important, especially recalling the 1992 race riots in Los Angeles. It’s also important because Koreans and Hispanics don’t just live in the same communities, they work together too. Hispanics have become the primary labor pool for Korean business owners, and cultural differences have erupted in the workplace.

Latino workers, many earning less than the minimum wage, complain that their Korean bosses neglect to pay overtime and are often callous about days off or job-related injuries.

In turn Korean owners, at times unfamiliar with U.S. labor laws, see ingratitude and disloyalty in their employees’ complaints. They argue that their up-from-the-ground businesses are a team effort that also has the owners working long hours.

Disputes have hurt both sides.  Learning to understand the cultures around you (and their languages) is a great start. Read the full Chicago Tribune article about this issue here.

Want to learn the languages spoken in your neighborhood? Visit MultilingualChicago.com to learn about language classes and workshops in your area!

While WLS adamantly and singularly advocates human translation (that is, translation done by a professionally trained person, not processed by a computer), there is a case to be made for machine translation in select circumstances. A NYTimes editorial disputes the advantages and limitations, looking at Google Translate in particular.

When Haiti was devastated by an earthquake in January, aid teams poured in to the shattered island, speaking dozens of languages — but not Haitian Creole. How could a trapped survivor with a cellphone get usable information to rescuers? If he had to wait for a Chinese or Turkish or an English interpreter to turn up he might be dead before being understood. Carnegie Mellon University instantly released its Haitian Creole spoken and text data, and a network of volunteer developers produced a rough-and-ready machine translation system for Haitian Creole in little more than a long weekend. It didn’t produce prose of great beauty. But it worked.

But the editorial’s author David Bellos concludes that beyond emergency or wartime scenarios, machine translation doesn’t have much hope. No Google translation should ever be accepted as a “correct translation.” “Google Translate gives only an expression consisting of the most probable equivalent phrases as computed by its analysis of an astronomically large set of paired sentences trawled from the Web.”

And where do those probable equivalent phrases come from? Human translators!

The data comes in large part from the documentation of international organizations. Thousands of human translators working for the United Nations and the European Union and so forth have spent millions of hours producing precisely those pairings that Google Translate is now able to cherry-pick. The human translations have to come first for Google Translate to have anything to work with.

So, we must give credit where it is due. Credit to the astonishing advances in machine translation technology since Cold War spy games, and even more credit to the hardworking human minds that transform language and culture without having to manually compute a lexicon.

Click here to read the full editorial.

When Roxana Soto and Ana Flores retired from careers in TV and print journalism and became mothers, they were both amazed at the misinformation and lack of resources for parents who wanted to raise their kids bilingually and biculturally. So, they started SpanglishBaby, an online community dedicated to raising bilingual children.

SpanglishBaby is more than a blog (although it does have excellent daily blog posts with expert advice). It’s committed to providing resources to answer any and every question that might arise. Sections include ‘Must Reads,’ ‘Daily Learning,’ ‘The Culture of Food,’ ‘Ask an Expert,’ and ‘La Tiendita,’ among others.

La Bloga writes about SpanglishBaby:

According to Soto, Spanglish Baby’s first year has been full of both challenges and surprises. Among the former she cites the typical trials of starting a blog: building consistent traffic and creating fresh and interesting content. A loyal readership has emerged over the past months and, to celebrate this and its successful first year, Soto and Flores completely redesigned the blog, allowing readers to navigate the site more easily and to have a more participatory role. They’ve also added five regular contributors who, according to the editors, provide fresh perspectives on bilingual parenting on a weekly basis.

Check it out here! www.spanglishbaby.com

On Sesame Street, neighbors work their problems out with smiles under cloudless skies. Kids learn the letters of the alphabet and sing songs, and in the tradition of the 40+ year old TV show, they learn that their world is diverse—and that’s okay.

The question, then, is how to bring these same messages to a world divided, where neighbors do not work out their problems with smiles, much less in the same neighborhood: Israel and Palestine. We post this great NYTimes Magazine article (although published last year) here as a very interesting read as well as a case study for localization in a controversial environment.

This season’s episodes of “Shara’a Simsim,” the Palestinian version of the global “Sesame Street” franchise, were filmed in a satellite campus of Al-Quds University, a ramshackle four-story concrete structure that houses the school’s media department and a small local television station. The building sits in an upscale neighborhood on the outskirts of the West Bank city of Ramallah, not far from the edge of the Israeli settlement Psagot. Like many structures on the West Bank, the Al-Quds building seems to be simultaneously under construction and decaying into a ruin. Some walls are pocked with bullet holes, from when the Israeli Army occupied the building for 19 days in 2001, during the second intifada. In another life, the building was a hotel, and the balconies out front where TV crews and students take smoking breaks overlook the crumbling shell of its swimming pool.

Read on…

The Huffington Post dedicates 2,000 words to the celebration of translation as an art form. Let’s shout it from the rooftop! They interview Edith Grossman, one of the art form’s most renowned practitioners, who expounds on this truth in her book Why Translation Matters.

If you only speak English and have read Gabriel Garcia Marquez’s novels or Miguel de Cervantes’ Don Quixote, you’ve probably read Grossman’s translations. She is highly regarded for her work, and in steady demand.

The art, Grossman and others will say, is more than finding the appropriate word. Translation is about words and music, fidelity and feel, the balance between getting too caught up in the literal meaning and improvising so freely that the author’s voice is lost entirely.

In “Why Translation Matters,” Grossman writes of taking on the opening phrase of the first chapter of “Don Quixote,” among the most famous words in Spanish literature: “En un lugar de la Mancha, de cuyo nombre no quiero acordarme,” which in an earlier English-language edition was translated into, “In a village of La Mancha, the name of which I have no desire to call to mind.”

It may surprise you to know that only 3% of books released in the U.S. are translated from other languages, compared to numbers in the double digits in Western Europe. This probably says a lot about our worldview in general, but in terms of literature specifically, we’re really missing out! And thus, the added importance of literary translators, who function as cultural bridges and messengers.

“It seems that the American public is allergic to certain kinds of books. When people sense somehow that the book is a translation, they think, in a subliminal sort of way, that they don’t need to read it,” says Daniel Halpern, editorial director of Ecco Press, an imprint of HarperCollins that commissioned Grossman for the “Don Quixote” translation.

But, is it the American public who’s lazy, or book publishers? Many don’t want to get involved because of the extra work. Read more opinions about the state of literary translation in the U.S. in the full article, here.

Google has refined its translation tool to a point that “can make the language barrier go away,” as one of the principal scientists of the company’s machine translation team said. Now handling 52 languages, Google is yet again a visionary in an area most internet/computer companies have ignored over the years.

Remember those funny Babelfish translations you’d get at the dawn of the internet age, the computer translator that would give you “They are a small potentiometer, short circuits and a beer of malzes of the tea” for “I’m a little tea pot, short and stout”? Google has made those roundabout interpretations all but extinct.

How does machine translation work? And what makes Google’s so good?

Creating a translation machine has long been seen as one of the toughest challenges in artificial intelligence. For decades, computer scientists tried using a rules-based approach — teaching the computer the linguistic rules of two languages and giving it the necessary dictionaries.

But in the mid-1990s, researchers began favoring a so-called statistical approach. They found that if they fed the computer thousands or millions of passages and their human-generated translations, it could learn to make accurate guesses about how to translate new texts.

It turns out that this technique, which requires huge amounts of data and lots of computing horsepower, is right up Google’s alley.

Let’s be clear, no computer translation program will ever be able to capture the linguistic and cultural nuances beyond  the text. Only a thinking human can interpret text that way, and as we’d always prefer, a professional one with lots of experience. Google recognizes this too, but for anyone needing a quick translation of a news article, Google translations certainly will capture the “essence” of the story.

The New York Times reports: click here.

Click here to watch WLS’s founder and president Jill Bishop eloquently explain our language and cultural training services at the Midwest Security & Police Conference/Expo. (Once you’re on the page, click on the video icon.)

Some talking points:

Hispanics make up around 15% of the U.S. population, and that number will triple by 2050. Is your organization prepared for the linguistic and cultural challenges?

In our “Spanish for Law Enforcement” trainings, WLS doesn’t focus on that grammar you learned back in 9th grade and have forgotten since. You’ll learn industry-specific terminology that you can use instantly on the job. We’ll help you anticipate challenges and find the appropriate solutions.

WLS offers onsite, customized trainings and workshops to help employers (from police departements to restaurants) prepare their employees for any linguistic or cultural situation that may come up in their industry.

As Jill says, “It’s all about the expressions you need to do your job better.”