When Alban Michael passed away earlier this year at the ripe young age of 89, the occasion really marked two deaths. You see, Mr. Michael was the last surviving speaker of the Nuchatlaht language once spoken by his Native American ancestors of the Pacific Northwest. His death also marked the quiet end of yet another language that has died out over the millennia of human existence.
If you’re a regular reader of our newsletters and blogs, you know we like to share examples of the unique and rich languages that exist around the world. Many times a word or expression in one language doesn’t translate exactly into another one, but they reflect universal emotions or experiences. Below…
As the world gets smaller and cultures continue to blend, sophisticated business leaders and marketers are refining the way they communicate their messages into foreign languages.
Think about how hard it is to get your message heard above the din of competing brand campaigns in your own language. Trying to do the same thing in another language is even trickier. How do you go about marketing and maintaining your brand image in another country? How do you ensure that the essence of your brand will resonate with customers in foreign markets? Companies spend plenty of time and money trying to figure that out.
That’s where transcreation can help.
Germany is a popular destination for tourists looking for fun and adventure as well as businesses looking to expand their customer base. As the center of Europe from a 
geographic and economic standpoint, Germany has much to offer. But before you don your lederhosen and head off to Oktoberfest or pack your briefcase for a corporate meeting with potential new business partners, it’s good to know some of the German customs and social protocols you’ll encounter.
The United States’ proud identity as the “land of opportunity” has been a clarion call for immigrants since our country’s founding.
While playing a large role in building the nation from “sea to shining sea,” immigrants also helped weave diverse customs into the cultural fabric of America—from food to fashion, from religion to politics, from music to literature, and more. But the most distinguishing trait people brought from their far-flung corners of the globe is…language.
As more businesses and organizations engage in multilingual communications with their customers, it’s important to understand the terminology you will undoubtedly hear when working with your translation service provider. Knowing the exact meaning of the industry jargon will ensure greater success in planning and implementing your foreign language outreach efforts. Here are just a few basics you should know as you get started.
INTERPRETER: This is a professional who transforms VERBAL communication from one
language to another. Interpretation can either be “simultaneous” (in real-time, as it is being spoken) or “consecutive” (after each sentence or group of ideas, the speaker pauses while an interpreter repeats that entire section in the other language). ASIST interpreters can easily handle either format. We routinely provide on-site interpretation for business and trade meetings, conferences, medical facilities, legal proceedings, etc., as well as 24-hour telephone or remote video interpreting services.
Much has changed in the insurance business since 1752 when Benjamin Franklin helped launch the Philadelphia Contributionship for the Insurance of Houses from Loss by Fire, the first property insurance company in America.
One of the changes from those early colonial days is the number of languages spoken by insurance customers. Today our country is more of a “melting pot” than ever, so successful insurance providers, carriers and agents must cater to clients of many different nationalities, languages, cultures and financial needs. Even Franklin must have appreciated the important role of translation in the insurance industry — afterall, he taught himself to speak five different languages.
Don’t let a simple act like exchanging business cards ruin a chance at establishing a lasting international relationship. Getting off on the right foot is critical, so be sure to know the appropriate cultural customs and sensitivities before you meet your foreign clients and
partners. Here are some tips on international business card etiquette to help get you started:
• For business meetings in non-English speaking countries, it’s important to have a two-sided version of your business card printed—English on one side, local language on the other. This makes an immediate statement about your awareness of global culture. Hand over your card with the local language side up and facing the other person. However, be sure to obtain a professional translation of your information first!
Do you know the law when it comes to providing translators and interpreters for your business?
Unfortunately, many individuals, businesses, governments and non-profit agencies are unaware of the state and federal regulations dictating just when and where such language support services are required—for both hard of hearing customers as well as those with Limited English Proficiency (LEP).
And that can lead to big problems.
Take, for example, the Florida judicial system, which last year faced a complaint filed with the U.S. Department of Justice Civil Rights Division. The complaint alleged Florida courts violated the federal Civil Rights Act of 1964 by failing to provide free, qualified interpretation services in court related functions. For any programs that receive federal financial assistance, Title VI of the Civil Rights Act prohibits discrimination on the basis of race, color and national origin. The complaint claimed that Florida courts were not properly providing interpreters for people with LEP, and that such negligence was a form of national origin discrimination.
Did you hear about the global pharmaceutical company that advertised its headache medicine through a simple sketch diagram showing a “sad” stick figure taking a pill and turning “happy”? Problem was, the company’s foreign customers who read right to left, instead of left to right, interpreted the message as a warning sign for poison.
So begins our examination: why is localization important in translation?
You may know the term in relation to your global outreach efforts, but what, really, constitutes localization? More importantly, why can it be the difference between success and failure in attracting new customers to help grow your business?
At its core, the translation and interpretation process is the act of converting words—either written or spoken—into a different language. Simple enough, right?