Saturday, October 2, 2010

The Importance of Localization in a Global Economy - Adith Multilingual Services

With new markets and opportunities emerging every day, localization in every form is a necessity and a cost-effective way to bring your services and products to a foreign audience and thereby increase your revenue.



Marketing experts spend their days making sure that their company's brand and messaging are appropriate, accurate, and accessible to the public. That 'public' may be local, regional, and, nowadays, international. Our broadening global economy is presenting new locations and demographics to sell products and services to. It is also making it more difficult to successfully market to these new targets. This is where the importance of "localization" comes into play. More than just a series of translations, localization is a process that involves programmers, linguists, and marketing experts working together to ensure that a product or service is translated accurately and effectively for an entire target region and/or culture.

It is crucial that localization services are done right the first time. Since every culture has its own way of expressing ideas and emotions, the images, colors, and slogans in your original presentation may not have the same meaning with the new target audience. 

Red, white, and blue do not necessarily represent patriotism abroad as they do in America, for example, so the sentiment is simply lost. In other cases, a failure in accurate localization can have more dire effects, like insulting people. So, localization involves much more than just translation, and it's best to seek out certified translation experts to ensure that your message is effective no matter whom you're marketing to.



Certified language service providers have the resources to conduct comprehensive studies of target cultures in order to correctly adapt a business's product or service. Their specialized linguists and programmers understand a specific region's culture inside and out, right down to the current slang. From there, they use their skills and unique knowledge to localize products such as software programs, video games, websites and e-learning tools to specific countries, regions, and ethnic groups.

Localization is not only required for regions or countries where people speak different languages, but also needed when there is one common language spoken. For instance, even though English is common to the U.S. and Great Britain, localization is needed when marketing to, or between, both cultures. An American potato chip company will need localization services for advertising in England, because, across the pond, chips are actually fries, and crisps are chips.


While the example above reflects a relatively simple textual scenario, most localization is much more complex and goes beyond changing the occasional word or two. In addition to straightforward translation (grammar and spelling differences), localization often includes visual/graphic adaptation, local currency considerations, differences in recording dates, addresses and phone numbers, and even retooling the physical appearance of a product. In short, successful localization aims to find appropriate emotional and cultural marketing messages that will attract or maintain customers in foreign regions. Before going to market with a product or service in a new, foreign environment, make sure you've enlisted the services of a top-notch, certified language service provider. Otherwise, not only will your product or service fail to sell, you may just succeed in embarrassing yourself, or insulting an entire culture. And that's not good business no matter where you're from.


Friday, September 24, 2010

Funny Translation Mistakes


Haven’t we all seen these hilarious signs on our travels around the world? To avoid stuff like that to happen, choose an experienced translation agency like Adith Multilingual Services!

The following is a collection of signs in English from other countries. Have fun!

In a Tokyo hotel: Is forbidden to steal hotel towels please. If you are not a person to do such a thing please do not read this notice.

In a Bucharest hotel lobby: The lift is being fixed for the next day. During the time we regret that you will be unbearable.

In a Belgrade hotel elevator: To move the cabin, push button for wishing floor. If the cabin should enter more persons, each one should press a number of wishing floor. Driving is then going alphabetically by national order.

In a hotel in Athens: Visitors are expected to complain at the office between the hours of 9 and 11 AM daily.

In a Rhodes, Greece tailors shop: Order your summer’s suit. Because is big rush we will execute customers in strict rotation.

In an Austrian hotel catering to skiers: Not to perambulate the corridors in the hours of repose in the boots of ascension.

On the door of a Moscow hotel room: If this is your first visit to the USSR, you are welcome to it.
In the office of a Roman doctor: Specialist in women and other diseases.

Two signs from a Majorcan shop entrance: – English well speaking – Here speeching American

In a Chinese restaurant: If you are satisfactory, please tell your friends. If you are not satisfactory, please tell the waiter.

Detour highway sign in Kyushi, Japan: STOP! DRIVE SIDEWAYS.

And my favorite! From a brochure of a car rental firm in Tokyo: When passenger of foot heave in sight, tootle the horn. Trumpet him melodiously at first, but if he still obstacles your passage then tootle him with vigor.


Hilarious, isn’t it? J





Saturday, September 18, 2010

Adith Multilingual Services


Translation in History – The Story of the Rosetta Stone –Finding of a lost Language

Egyptian hieroglyphics had been used by the Egyptians for thousands of years. However, a particularly bleak period of Egyptian history is the conquest of Egypt by Persia. The Egyptians were dominated by Persian intruders. The events that changed the nature of Egypt were not the Persian conquest but rather the war between Persia (the rulers of Egypt) and the united Greek city-states. Greece had originally been united by Philip of Macedon and then ruled effectively by Alexander the Great. Alexander defeated the Persian forces and then took his army to Egypt. There he was welcomed as a conquering hero by the Egyptians because he brought an end to Persian rule. He was made a god by the Egyptians as well as a pharaoh. He, however, had other campaigns to wage and took his army off to the Middle East and the Indus River Valley leaving a regent in charge of Egypt.
After the death of Alexander the Great in 323 BC, his empire was divided among his three most trusted and powerful generals. The throne of Egypt fell to Ptolemy I, the son of Lagus. Ptolemy took Alexander’s preserved body in a jar filled with honey back to Alexandria. Ptolemy ran Egypt like a business, strictly for profit. . He was welcomed by the Egyptians as part of Alexander the Great’s family. Ptolemy then became the pharaoh, Ptolemy I. By so doing, he set the name standard for the 32nd Dynasty which turned out to be the last of Egypt’s great dynasties. All of his male successors were called Ptolemy and all of his female successors were called Cleopatra.

As we move to the end of this Greek Dynasty, there was increasing involvement with the Roman Empire. The Roman civil war between Caesar and Pompeii indirectly involved Egypt. Pompeii lost this war and turned to Egypt for shelter and young Ptolemy (several generations below Ptolemy I) had him executed and delivered to Caesar. The young Ptolemy, thinking this would ingratiate him with Caesar was totally incorrect. His sister, Cleopatra, who was vying for the throne had other ways of ingratiating herself with Caesar - they had children together. Caesar was unfortunately assassinated while visiting Rome and his empire was divided up between General Marcus Antonious and his adopted son, Octavian. Marcus Antonious was better known as Marc Antony. Marc Antony took rulership of that part of the Empire that contained Egypt and that resulted in his inheriting Cleopatra. They, too, had children. His relationship with Octavian broke down and resulted in a war which Marc Antony lost. Antony was killed and Cleopatra committed suicide. Their male children were executed and their female children were probably married off to local princes. The Egyptian dynastic system was ended and a Roman Governorship was established.

During the Ptolemic dynasty, Egyptian and Greek languages were used simultaneously. During the Roman Governorship only Latin was used and occasionally Greek. Within a hundred years the Egyptian hieroglyphics were no longer used or understood by anyone and even the Roman authors of the time suggested that hieroglyphics was not even a language. In the truest sense this is now a dead language.

Ultimately the Roman Empire fell and the Middle Ages "came about". Nevertheless, there existed a constant contact between Europe and Egypt such that hieroglyphics were consistently known by the European elite. The reason for this is that medical practices of the Middle Ages resulted in the prescription of bitumen, ground up mummies as a cure for various kinds of diseases. Thus, there was a trade in whole mummies which resulted in examples of hieroglyphics coming into Europe throughout the Dark Ages.

As a result, there were some early attempts at translation of hieroglyphics. In 1633, a Jesuit priest named Anthanasius Kircher, whose specialties were the humanities, science, language and religion translated the word ‘autocrat’ or in Greek ‘autocratur’ into German and did so by substituting ideas for the images. His translation read "the originator of all moisture and all vegetation whose creative forces is brought into this kingdom by the holy mukta" (is this a ‘bureaucrat’?)

The history of the deciphering of the Egyptian hieroglyphics during the 16th and 17th centuries took small steps toward final interpretation. Some scholars thought that the hieroglyphics were the origin of other languages. Some believed that hieroglyphics spelled nothing at all. Yet others believed that the hieroglyphics were an indication of social stratification or social significance.

This speculation would have continued had not a political event interceded. The almost constant warfare between Britain and France resulted in a major change in the understanding of hieroglyphics. The French under Napoleon Bonaparte decided that they could defeat the British by attacking Egypt and subsequently controlling the rich food supply from along the Nile.

In August of 1798, 13 French ships landed near Alexandria at Aboukir Bay in Egypt and marched inland to fight the British near Cairo. The night before the battle, Napoleon exhorted his troops on by saying something like "Soldiers, from the tops of these pyramids, forty centuries are looking down at you." The French ground forces won the conflict but the British navy, under the command of Lord Horratio Nelson, defeated the French navy. Napoleon believed that he would be in Egypt for only a few months, but he and his men were stranded there for three years with no way to return home. Napoleon had brought with him between nearly 1000 civilians including 167 of whom were scientists, technicians, mathematicians and artists who studied the art, architecture, and culture of Egypt during their "extended vacation." From 1809-1828, they published a 19-volume work calledDescription of Egypt. Their observations, drawings and illustrations were circulated throughout Europe and created a tremendous interest in antiquities of Egypt.

The soldiers continued to "dig in" and they reconstructed forts as most soldiers had done during previous centuries by using building stones previously used by earlier peoples. In 1799, while extending a fortress near Rosetta, a small city near Alexandria, a young French officer named Pierre-Francois Bouchard found a block of black basalt stone. It measured three feet nine inches long, two feet four and half inches wide, and eleven inches thick and it contained three distinct bands of writing. The most incomplete was the top band containing hieroglyphics, the middle band was an Egyptian script called Demotic script (he did not know that), and the bottom was ancient Greek (he did recognize the bottom band). This stone was called the Rosetta Stone. He took the stone to the scholars and they realized that it was a royal decree that basically stated that it was to be written in the languages used in Egypt at the time. Scholars began to focus on the Demotic script, the middle band, because it was more complete and it looked more like letters than the pictures in the upper band that were hieroglyphics. It was essentially a shorthand hieroglyphics that had evolved from an earlier shorthand version of Egyptian called Heiratic script.

Material from Egypt was continuously coming into Europe. In order to display their status, the European gentry and nobility normally had some Egyptian relics in their possession, perhaps an art object on a table or if one were quite rich, they might have an obelisk in the front yard of the estate. Material containing hieroglyphics continued to enter Europe at a reasonably accelerated rate.

The first to make any sense of the Demotic script on the Rosetta Stone was a French scholar named Silvestre deSacy. deSacy was an important and skilled French linguist. He identified the symbols which comprised the word ‘Ptolemy’ and ‘Alexander’ thus, establishing a relationship between the symbols and sounds. Johann Akerblad who history records as a Swedish diplomat, looked at the Rosetta Stone with an additional knowledge of Coptic. Coptic was the language used by the Coptic church of Egypt, an early Christian group who preserved the language which was used as early as the 4th century. Coptic was written with the Greek alphabet but utilizes seven additional symbols from the Demotic script. Akerblad’s knowledge of Coptic allowed him to identify the words for ‘love,’ ‘temple’ and ‘Greek’ thus, making it clear that the Demotic script was not only a phonetic script but it was also translatable.

The earliest translation of the Greek text on the Rosetta Stone into English was done by Reverend Stephen Weston in London in April 1802 before the Society of Antiquaries . About this time, both deSacy and Thomas Young, attempted to decipher the hieroglyphics on the Rosetta Stone. Young was successful in determining that foreign names could not be represented by symbols because symbols are based upon the words used in a given language. Thus, foreign names had to be spelled phonetically. In hieroglyphics there are groups of symbols that are separated from other symbols. These encircled inscriptions are called cartouches. Thomas Young determined that the cartouches were proper names of people who were not Egyptian like the names of Ptolemy and Alexander which in Greek were Ptolemaios and Alexandrus. He successfully deciphered 5 cartouches. His publication on this matter was far reaching.

At this point there is involvement by a young French historian and linguist named Jean-Fracois Champollion. Champollion had mastered many Eastern languages. In 1807, Champollion went to study for two years with noted French linguist Francois Antoine-Isaac Silvestre deSacy. Later in his career, Champollion had compiled a Coptic dictionary and read Thomas Young in 1819. Looking at Young’s writing on the subject of hieroglyphics, he realized that what Young had actually proven was that all of hieroglyphics were phonetic, not just those hieroglyphics that were contained within the cartouches. Utilizing hieroglyphics from an estate at Kingston Lacey in Britain, Champollion correctly identified the names of Cleopatra and Alexandrus and verified Ptolemeus which had previously been identified by Young He published his results and continued his research. In 1822 new inscriptions from a temple at Abu Simbel on the Nile were introduced into Europe and Champollion had correctly identified the name of the pharaoh who had built the temple. That name was ‘Ramses.’ Utilizing his knowledge of Coptic he continued to successfully translate the hieroglyphics opening up an understanding of the Ancient Egyptians.

Thursday, September 16, 2010

Why an Interpreter on Business-Trips is a Necessity

Why an Interpreter on Business-Trips is a Necessity
In the current situation the markets are globalized and industrial people do business in different countries destroying all the borders of national and geographical boundaries. However there are still some factors which hinder the smooth flow of business. One of the major problems is the language. Billions of people speak thousands of languages, it is estimated that at present nearly 7000 languages are in use. It is impossible for any person or a firm to master all these languages. But they should provide their products and service in the local language of the customer.

Here the translation agencies that provide professional Interpreter and translation services come into play. The translation and interpreting services are more critical if you are on a business trip to foreign countries to meet your client or for any other official matters. This Blog gives you the insight of the importance of translation and interpreter services on business trips.

• The main reason for using the interpreter service is to enable you to communicate in languages that you are not compatible with. On business trip you badly need such service. It is mainly because you have to respond to your client or other officials in their language and understand what they speak. You shouldn’t expect them to communicate in English or your native language. Customers should always feel that they are valued and respected. If they feel difficult to communicate with you then you are going to lose your customer. The interpreter can bridge this gap and can help you to grow your business.

• Escorting is another great advantage of using interpreter and translation services of the professional agency. These professional translation agencies apart from providing interpreter service they also offer escort service to you. They will send a representative to receive you at the airport and will stay with you until your job is completed.
It is really good to have someone help you to talk with the hostess at the reception in a hotel, talk with a local person and other similar tasks because your client isn’t the only person with whom you are going to communicate in your business trip.

To book your top-notch Interpreter contact us at info@adithmultilingual.com

Wednesday, September 15, 2010

Adith Multilingual - Accurate Translation-Services in the WWW – A Must, not an Option!

Globalization – I agree it’s a controversial term. But one thing is for sure: It has shrunk the world and enables people to connect with a key-stroke to everybody, wherever on this planet they may be. The trend has seen the coming and recognition of the World Wide Web as a medium to stay connected and to remain closer with the rest of the world. In such a scenario, the global market is smoothening the progress of business across all continents and places. The penetration across the alien cultures and location is seen in our modern times. One key problem that is witnessed in such scenarios is that you are not able to interact and understand the local language of many foreign regions where you’d like to expand your business. Hence you are not able to connect with them. As a result, you are not able to understand the requirements of the native population and that leads to slump in the business curve.

However, with the changing times, you always have something to bank upon. Translation services have been quite in vogue in the contemporary times and they are blooming with the rise of globalization. Almost every big company is relying on these services so as to understand the native texts and documents and bridge the language barriers between them. And these services have really been able to accomplish this task very effectively.

You can easily spot a number of professional translation services that are operating on the World Wide Web. The agencies which are providing these services are efficient enough to understand your specific requirements and accordingly offer you the customized services which address your translation requirements in the most accurate manner.

Most people think the most important language in the www is English. They have a point! But honestly: did you ever even consider to translate your website in, lets say, Chinese? Find below an overview of the most important languages in the internet:

Top 10 Languages in the Internet 2010 – In Millions of Users
1. English                             536.6
2. Chinese                           444.9
3. Spanish                            153.3
4. Japanese                        99.1
5. Portuguese                    82.5
6. German                           75.2
7. Arabic                               65.4
8. French                             59.8
9. Russian                            59.7
10. Korean                          39.4
All the Rest                         350.6

See? If your website is just in English, you potentially miss out on a huge junk of potential clients! So my advice is: Contact a Translation Company specialized in Website Translation and Localization and take your business global!