Showing posts with label words. Show all posts
Showing posts with label words. Show all posts

Monday, March 9, 2009

Travel and translation

For some, traveling can be can be more hassle than relaxing escape - especially for those who don’t speak the language of the country they’re visiting. This can make even something as simple as asking for a restroom or bus station very confusing and intimidating.

In the U.S. alone more than 3 million citizens speak a language other than English, according to the 2000 Census. Think of all the untapped marketing resources! All that buying power being trapped by a language barrier! Translating and localizing travel materials can increase your audience; in this economic climate, who doesn’t need a larger audience?

This article by hotelmag.com gives tips for companies on tapping into the hospitality industry's revenue potential. The most important piece of advice they give is this:
“It is important to hire a reputable translation company that understands the semantics and nuances of different languages, specifically the language of your target country.”


Just remember, regardless of the industry or language, marketing materials should never offend the population you're trying to reach.

Tuesday, March 3, 2009

What is th@ called?

In the translation industry, consistency of terminology within a document is a desirable characteristic. To achieve a translation with the same consistency of terms/phrases that are important to one’s business, company, or institution, the source document should have uniformity as well.

However, as a lover of words, I appreciate how we as speakers and how language itself seem to resist uniformity. Take, for example, the multiplicity of words used for the @ symbol, found in everyone's email address.

English alone has many words for this symbol, including “atmark” or “commercial at,” terms that some have observed lack the romance or at least the visual provocation of @’s name in other languages:

In Italian, “chiocciola” (little snail)
In Dutch, “aperstaart” (monkey’s tail)
In Swedish, “snabel-a” (‘a’ with an elephant’s trunk) or “kanelbulle” (Swedish equivalent to a Chelsea bun)
In German, “eine Klammeraffe” (a clinging monkey)
In Yiddish, a strudel
In Finnish, a monkey’s tail
In Greek, a little duck
In Russian, a little dog

Some say it should be called the “ampersat,” to follow suit with & or “ampersand.” Others simply refer to it as the “at” sign, which is straightforward enough and gives a clue to its use over its appearance, but in my opinion is a bit banal. Other names cited in the Free Online Dictionary of Computing include: rare, each, vortex, whorl, intercal, whirlpool, cyclone, snail, ape, cat, rose, cabbage, amphora…

Certainly, when it comes to translation, consistent terms/phrases are desirable and necessary. However, if the @ symbol is any model, the immense variety and creativity of word options in language can present a powerful force.

Thanks to the “Odds and Ends” chapter in Word Watching by Julian Burnside for much of this information. See the on-line discussion and more words for @ on guardian.co.uk by clicking here.

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