Well, a few years passed and my long term Thai translator Rudi and I were working on a multilingual project when he called me to discuss it. A sweet voice with a charming Thai accent greeted me and I almost dropped the phone when I realised that it had happened again! Now, Rudi is a very traditional boy’s name in Germany (I had always thought it bizarre that a Thai translator had such a traditional German name that conjures up “Lederhosen” and the Bavarian “Oktoberfest” ). So, after all these years … Rudi is a Rudeena! Wow, goes to show you can’t ever assume anything in life.

Then came the Soccer World Cup and many late nights and early mornings for me cheering for the Socceroos, die Mannschaft and Les Bleus. I was working on an Arabic/German project with my outspoken Arabic translator Sam and I would email him about soccer every night … until I got a job request from a lady who said that Ms Sam B. had kindly recommended me for a German translation. I cracked up laughing, somehow relieved this would happen to other people as well, and I sent my clearly male Arabic translator an email with a few jokes about him being a girl. Well … need I say anymore? Sam sent me a picture of (yes you guessed right) HER!

So let’s have a look at these androgynous names here in Australia.

Back in 1907, in the Ozma of Oz, Dorothy encountered cyclones and earthquakes and other miraculous happenings but one odd occurrence she simply could not accept: a woman named Bill. Even if that “woman” happened to be a talking chicken. “But it’s all wrong, you know,” declared Dorothy, earnestly; “and, if you don’t mind, I shall call you ‘Billina.’ Today androgynous names are much more common, with more and more male names adopted for girls’ use every year. Addison, Skyler and Bailey are just a few of the many names that sounded solidly masculine a generation ago, but now rank in the “who can tell?” category. Yet a girl named Bill sounds just as unlikely today as she did in 1907.

Parents are selective in their gender flipping. Androgynous names have key elements in common: Names that were in use exclusively for boys 40-50 years ago, but now sound androgynous or feminine are names taken from surnames: Parker, Kelsey or Peyton; names with sounds and rhythms typical of female names (Avery, Aubrey); names that seemed new and unusual 50 years ago and emerged into popularity for boys and girls simultaneously (Devin, Darian); and nicknames, a group which has always been more fluid with gender assignments (Drew, Alex).

Meanwhile the traditional English boys’ names remain steadfastly masculine. If you look at the most popular names of 100 years ago, from #1 John to #200 Roscoe, only two names–Lee and Marion–would give you a moment’s gender confusion.

Today’s androgynous names are yesterday’s “fancy” names, the too-precious monikers that stood out in a field of Tom, Dick and Harrys. Even names that have become masculine standards in the ensuing years, such as Cameron, retain an echo of fanciness that leaves them open to reassignment. And as for the classic fancy-lad names, girls named Chauncey and Chesley are doubtless right around the corner.

So, no more surprises for me anymore…all of my translators have the potential to be both genders now…I don’t care…as long as their translation work remains excellent and …as long as Bills will still be roosters and not hens!

Working with a Sydney-based advertising agency holding the key account of energy drink Red Bull, we have been having fun with “Red Bull”, its slogan “Red Bull gives you Wiiings” and a whole range of other taurine jokes. This specific agency strictly requests “literal translations” and requires that we provide back-translations for every language translation. ‘Why a back-translation?’ you may ask, wouldn’t it be the same as the original?? Of course not, as, for example, the translation of “gives you wings” means being gay in Bahasa Malay and, therefore, it is much more appropriate to say “fills you with energy”. So, you see, literal translations are a dangerous thing…

Not for this agency though, as they keep insisting on “literal translations” and a recent back-translation drove the advertising girls into another heart attack: they read in the back-translation from German that some were “talking around the hot pudding”, whereas the English back-translation from the Spanish said “running around the branches of a tree”. I had to assure that our translators weren’t drunk when they did their translations but this is how you say “beating around the bush” in German or Spanish!

Images and pictures are different in many languages and whereas “pigs might fly” in English, the Germans will literally “eat a broom”, even though I am not sure if the “hat” you Aussies would be eating is any yummier. Or the story about killing two birds with one stone….well in German you “kill two flies with one flap”.

So, be careful with requesting a literal translation!

I hope they have learnt by now and stop requesting that we translate literally. After all, I gave them a few convincing examples of famous translation faux pas in the advertising world. Take for example Scandinavian company Electrolux when they released its vacuum cleaners in the US. The literal translation of their Scandinavian slogan resulted in “Nothing Sucks Like an Electrolux”.

Or American Airlines, when they advertised its new first class seats, mistakenly translated its slogan “fly in leather” to “Fly Naked” – Vuela en cuero in Spanish.

Last but not least the case of GM Chevy Nova car that failed to make an impact on sales in South America. GM marketing discovered soon why when they found that their literal translation “no va” means “it won’t go” in Mexican Spanish. It quickly renamed the cars “Caribe”.

So, let’s hope, I have convinced that Sydney agency and they won’t insist next time on a literal one! Hm….do you believe that? Pigs might fly or….as I would say …I’ll eat a broom!

According to Interbrand, more than a quarter (26%) of the world’s 100 most valuable brands use blue as a dominant colour in their logo. Companies that rely on blue to create a strong brand presence include IBM, GE, Intel, Nokia, HP, American Express and Gillette.

Because blue is a colour readily found in nature, and reminds people of the sky, it is often considered to be a universally acceptable colour. In many religions, blue is associated with peace or is believed to keep bad spirits away. In some parts of Eastern Europe, the colour also has positive meanings – loyalty, virtue, and wisdom. Several African cultures associate blue with peace and love.

However, blue can also create a somber or sobering effect. Blue can make people in some Western and Asian cultures think of cold and icy winter days. In Iran, blue is a colour of mourning. Blue is sometimes associated with authority or discipline – think of the many shades of blue used by police officers and military personnel.

Exactly half of the top 10 global brands have blue logos, making blue an extremely popular colour for major world brands. However, blue is not nearly as popular for firms headquartered outside of North America and Northern Europe. The list of top 10 Japanese brands contains just one blue logo—Panasonic’s—among its top 10.

The colour green is rarely found among the world’s leading brands. Just five out of the top 100 global brands—Google, eBay, Sprite, Heineken, and Starbucks—use green. And, for most of these companies, green is not a dominant colour, but rather, used sparingly in combination with other colours.

Despite its lack of dominance among top international brands, green is actually one of the most positive colours that marketers can choose on a global scale. Long associated with nature in nearly every culture, green is linked to good health, life, and vitality in many places. In China, green is thought to repel evil. In the Muslim world, green is linked to spirituality, heaven, religion and God.

Starbucks, which ranked 97 out of the Top 100 brands in 2010, is the only top global brand that chooses green as its most dominant colour. In contrast, the second most valuable Chinese brand, China Life, has a logo that is predominantly green.

How do other colours fare in the quest for global brand greatness? Although not everyone would consider it a true colour, basic black was just as popular as blue, with 26 out of the top 100 brands—including companies such as Microsoft, Disney, Louis Vuitton and Apple—using black as their most prominent hue.

Attention-grabbing red was the next most popular shade for top global brands. While only one top 10 company—first-ranked Coca-Cola—chose red as its most dominant colour, it was used by a total of 15 other companies in the top 100 brands throughout the world. In China, red is even more popular among leading brands, with exactly half of the country’s top 10 brands using this color.

What can you do if you’re stuck with a colour that might not be received well in a given market? In general, the best guideline is not to avoid using colours entirely because of negative connotations but, rather, to design your campaigns with this information in mind. For example, while red has negative attributes in some contexts, choosing it for a “buy now” or other call to action is acceptable for nearly any target market. Similarly, a blue background may be calming, but use too much of it and you’ll risk boring your audience.

When selecting colours, use them in a strategic way for each market, to make your messages truly resonate with the intended audience.

(source: Nathaly Kelly)

And all of us who are targeting overseas markets, know how important a correct translation of our marketing collateral and company profile is. But then again… haven’t we all seen these before?

Sign at a French hotel: “Please leave your values at the front desk.”
Bangkok dry cleaners: “Please drop your trousers here for best results.”
Hong Kong dentist: “Teeth extracted by the latest Methodists.”
Japanese hotel: “You are invited to take advantage of the chambermaid.”

These may make you giggle, but there is nothing funny about lost credibility with your clients, thousands spent on a failed advertising campaign or your complete corporate humiliation.

However, acquiring and using the services of a translator and/or interpreter can raise many questions. Before you plan or commit to using the services of a translator or an interpreter take a few moments to read this guide. Informed choices yield the best results.

Who’s who

Interpreters speak. Translators write. Checkers check the translated text against the English original. Proofreaders check the text without comparing with the original. If you need your company documentation in a foreign language, you will need a translator. If you need someone onsite with you to facilitate communication with your potential or current trade partner, you will need an interpreter. If your trade partner is organising the interpreter in his/her country, that’s fine but you may want to organise your own interpreter to ensure objectivity during negotiation.

Expectations

Language service is a service you pay for. Historically, people have been reluctant to demand the quality and accountability they would of any other such service because they felt unqualified to judge. But there is no valid reason why the client should not be fully involved in verifying the quality of the service they’ve received when working with a professional.

Accountability

T/I (Translators/Interpreters) professionals are experts at communication. They will be able to communicate clearly to you any technical obstacles to translation, the reasons things do and don’t work, and the rationale for everything they do in your paid employ. All you have to do is ask the questions.

Finding a translator

You need a NAATI-accredited and experienced practitioner (NAATI = National Accreditation Authority for Translators & Interpreters of Australia). The Australian Institute of Translators and Interpreters Inc (AUSIT) is the peak national association of qualified translators and interpreters in Australia. A language service partner such as Multimedia Languages & Marketing has a large panel of accredited senior translators that are AUSIT members. All translations are checked by 2^nd independent translators and proofed by editors. Editors are international journalists (international media) who make sure that the translation sounds natural and captures the minds and hearts of the target market. All press releases are translated by international journalists themselves.

Here are some answers to frequently asked questions:

Do I need separate versions of my document in both Mandarin and Cantonese?
Mandarin and Cantonese are the names of two different spoken dialects of Chinese. Both Mandarin and Cantonese speakers however, can generally read written Chinese. The more important question to ask is whether the document is destined for the People’s Republic of China (PRC) or outside the PRC.

Can I send the same Chinese document to Taiwan, the PRC and Hong Kong?
Generally speaking, there are two forms of written Chinese: Traditional Chinese and Simplified Chinese. If you have documents to be used in both Taiwan and the PRC, you will normally require two separate versions. You need separate business cards for Taiwan and the PRC: the Taiwanese cannot read Simplified Chinese. When in doubt, the safe option is to choose Traditional Chinese.

What is Simplified Chinese?
Simplified Chinese, also known as Modern Chinese, was developed from the traditional form in the PRC in the late 1950s to increase the level of literacy. The complex traditional form was limiting, and was understood and used by only half the population. Around 7,000 Simplified characters replaced some 13,500 Traditional characters.

When the PRC was recognised by the United Nations in 1971, Simplified Chinese became the official written language used in China. Singapore also made it their official written language.

What is Traditional Chinese?

Traditional Chinese, also Complex (or Full Form) Chinese, is the traditional and more complex form of the written language. All Chinese communities outside Mainland China, except Singapore, use it. Traditional users consider it to be a more sophisticated form of Chinese, which is why the Taiwanese refuse to use the Simplified form; another is, as claimants to being the true rulers of China, they could not validate a system sanctioned by Mainland China.

— Tea Dietterich is president of the Australian Institute for Translators & Interpreters (AUSIT) Queensland, director of translation agency Multimedia Languages & Marketing, and an advanced NAATI translator and interpreter.

There is nothing worse than using a translator for your overseas campaign and getting your message mixed up. We have all seen examples like these before:

• Sign at a French hotel: “Please leave your values at the front desk”
• Sign at a Bangkok dry cleaners: “Please drop your trousers here for best results”
• Sign at a Japanese hotel: “You are invited to take advantage of the chambermaid”

These may make you giggle, but there is nothing funny about lost credibility with your clients, thousands spent on a failed advertising campaign, or complete corporate humiliation. However, acquiring and using the services of a translator and/or interpreter can raise many questions. Before you plan or commit to using the services of a translator or an interpreter, take a few moments to read this guide. Informed choices yield the best results.

Interpreter or translator?
Interpreters speak, translators write. Checkers check the translated text against the English original, and proofreaders check the text without comparing with the original. If you need your company documentation in a foreign language, you will need a translator.

If you need someone on site with you to facilitate communication with your potential or current trade partner, you will need an interpreter. If your trade partner is organising the interpreter in their country, you may want to organise your own interpreter to ensure objectivity during negotiation.

Language service is a service you pay for. Historically, exporters have been reluctant to demand the quality and accountability of any other such service due to feeling unqualified to judge. But there is no valid reason why you should not be fully involved in verifying the quality of the service you’ve received when working with a professional.

Translation and interpretation professionals are experts at communication. They should communicate any technical obstacles to translation, the reasons things do and do not work, and the rationale for everything they do in your paid employ. All you have to do is ask the questions.

Finding a translator
You need someone accredited by the National Accreditation Authority for Translators & Interpreters of Australia (NAATI) because all translations are checked by second independent translators and proofed by editors. The editors are international journalists who make sure that the translation sounds natural and captures the hearts and minds of the target market. The international journalists translate all press releases.

Translation and interpretation practitioners are not mind readers. They need a lot of prior knowledge before they can do the job. It’s your task to provide this information. Beware the practitioner who doesn’t ask questions!

How much will it cost? Obtain quotes on written work wherever possible. In Australia, translation work is charged per 100 words. Shop around and measure the professionalism of the responses you receive. If some quotes come in at half the rate of others, you should question their experience and what is included in their service.

How long will it take? Let the translator or translation agency of written material tell you how long things should take. Make sure you let them know if something is urgent. If you want the job in 24 hours, this will entail an extra cost. However, if you want 10 pages of telecommunications tender documents completed overnight, you’ve probably left it too late. Talk to someone as soon as you know translation or interpreting will be required.

Train your translators. Don’t pay a series of people to reinvent the wheel. Every time you work with someone, you have invested in their knowledge of your problem. Sometimes you can maximise your return on investment by using the same people. Your translation agency will allocate a translation team to you and always use the same people to ensure consistency.

Check the dialect your target market speaks. South American Spanish or Madrid Spanish? North African or Gulf Arabic? Do you want English for non-English mother tongue readers? Be specific. Speak your reader’s language. Put yourself in their shoes, and focus on how your products and services can serve their needs and you will succeed.