Advertising in Lisbon and Vienna

Walking around Lisbon, Portugal before the start of the International Translation Conference yesterday morning, I noticed how little English there is on the signs on stores, ads on bus stops, etc. In Vienna at the ProZ conference last year, there seemed to be a lot more ads overall, and it seemed that every other one included at least some English or pseudo-English word or phrase. By contrast, Lisbon (at least outside the tourist areas) seems to have few ads beyond those on bus station shelters and shop windows. Most of the ads I saw were entirely in Portuguese, without any attempt at appearing "hip" or "global" by incorporating English or pseudo-English phrases. Even the "take away" signs so ubiquitous in Vienna food establishments are usually rendered in Portuguese.

So far I've also only come across two U.S. fast food chain restaurants and even these don't seem to display the gaudy visual clutter common in the windows of U.S. fast food restaurants. U.S. culture and commerce has certainly intruded in Portugal as well, including hamburgers sold in some otherwise Portuguese eateries. Refreshingly, though, that U.S. cultural influence seems much more restrained than in other European capitals, including Hamburg and Vienna.

Why is this so?

1. Are there laws or local ordinances regulating the use of language in public settings, similar to the Academie Française?


2. Does the Portuguese public resist the introduction of foreign phrases more than other cultures? If so, how is such resistance determined?


3. Is English taught less frequently in Portuguese schools and advertisers therefore cannot assume that English phrases will be understood by the general public?


4. Is the Portuguese market simply too small for many non-Portuguese companies to bother advertising here?

As best as I can tell, English is commonly taught as a foreign language here and the Portuguese-speaking market includes Brazil, which is certainly large enough to warrant advertisers' attention.

It would be interesting to find out:

1. Whether my impression of relatively mono-lingual advertising is, in fact, correct


2. If so, what forces are at work to inhibit the intrusion of English -- or other languages, in fact


3. Whether some of these forces could be replicated to stem the tide of English or pseudo-English encroaching on other languages.

Following Up on Some Promises

In some previous blogs I noted that I would later post on some issue that I only mentioned in passing in the original post. Some of these I haven't seemed to get around to. So here are brief updates on the items I promised:

April 8, 2010 - "Language Swapping Site"

I signed up with lingomatch on the day of that post, but I haven't yet received a single e-mail in response to my listing at that site. It appears that the site's user base is still too limited to find someone to swap my German/English knowledge for their Spanish knowledge.

February 12, 2010 - "Wordfast Professional Training"

I installed and have used the new release of Wordfast Pro, but I can't detect much difference from the old version. One improvement I did notice, though: a setting now lets you determine which part of a word's glossary entry is displayed in the target language area when you pre-fill that segment (e.g., by using "copy source"). In the old version, both the source and target term for the word would display in the target language area, requiring rather annoying clean-up. I configured the new version to display only the target term, although for some reason that's still not the default.

December 23, 2009 - "ProZ Conference Vienna - Part II"

I signed up with Xing, but I have had few useful contacts so far besides connecting with translators I already knew from other venues. There is a job watch feature, though, where I set up the type of job, industry, etc., I'm interested in. I have received a few e-mails as a result. None have worked out so far, but at least they were specific enough to fit within my relatively narrow industry and specialization -- not bad for a non-translation-specific site.

I also downloaded a trial version of Anycount, which seems to work quite nicely, especially with PDFs. In addition to supporting a variety of file formats, it lets me add an entire list of files, so I don't have to open each of a set of Word files separately to get the count.

And I installed a trial version of Trados Studio, but haven't really had time to actually work with it. Since others have meanwhile written about both Trados and Wordfast, I won't bother with my two cents on this topic.

International Technical Translation Conference

Speaking of conferences: I will be heading to Lisbon, Portugal for the International Technical Translation Conference next week and will report back on it in early June.

Ideal Workflow

I recently received an e-mail requesting permission to reprint my April 1 blog post on client education in an upcoming issue of the American Translators Association's Chronicle. In that post, I promised to blog on my ideal translation process. So here is what I'd like that process to look like, from start to finish:

• I receive an e-mail from a new potential end client requesting quote on translating documents attached to the e-mail.


• I check the client on the web (more on that in another post) and evaluate the documents directly in my e-mail application. I decide I'm interested in the project.


• I open a project mgmt/invoicing/translation memory application and input the client's basic information (name, address, etc., as well as language of communication) and flag him/her as a potential client, as a new client, and as an end client (as opposed to an agency), then attach the e-mail I received to that record.


• I download the documents attached to the e-mail.


• The software automatically creates a directory for them (based on a directory structure I previously specified) and assigns a project number clearly identifying this as only a potential project.


• I initiate creation of a quote by selecting a couple of parameters (currency, price level, due date). At this time, I also specify the documents' subject matter(s), as well as source and target language variations (Austrian German, German German, U.S. English, etc.).


• The software counts the number of words in the source documents (even if they're in PowerPoint, PDF or similar formats) and displays a quote based on previously defined conditions (surcharge for PDF format, deposit requirement for new clients, ...) in the communication language I specified for the client. It also creates an e-mail message to go with the quote (based on boilerplate text I have previously input).


• I review the quote and click "send".


• The software sends the e-mail, attaches it to the client record and automatically enters a reminder to follow up after a previously specified number of days into my electronic task list, with a link to a follow-up e-mail.


• On that follow-up date, that task is displayed in my to-do list. I click a link in the task and the software displays a follow-up e-mail based on previously input boilerplate text and personalized with the client's name, date of initial contact/request, date and number of proposal, etc. Since my availability changed in the meantime, I edit the e-mail to propose a later due date. I am really interested in this project, so I decide that a second follow-up may be necessary. I select that option, as well as the form of communication for it, in the software, then click "send".


• The software sends the e-mail, attaches it to the client record and enters the second reminder in my task list. Since I selected telephone follow-up for this one, the task includes a link to Skype.


• The second reminder date arrives. I click the Skype link in the task, which dials the client's phone number in Skype.


• I reach the client and he agrees to the project over the phone. I ask for a written confirmation, which the client agrees to provide by e-mail.


• The client's confirmation e-mail arrives.


• The software links that e-mail to the client's record. I flag the e-mail as confirmation of the proposal and change the due date. The software removes the "potential client" flag from the client record, and changes the project number from a potential project to a "current" one. It also enters a task in my task list with the due date and project number, as well as a link to the directory for the documents to be translated. If the due date is more than a specified number of days in the future, it also adds a second task a specified number of days before the due date to remind me to start the project, again with a link to the project directory


• When that start date arrives, I click the link in the task, which takes me to the first of the source documents opened in the translation memory software. Based on the subject matter and language variations I specified earlier, the software selects the appropriate glossaries in the TM software. Since this is a new end client, it also creates a new translation memory with that client's name (I previously specified that each end client gets his/her own translation memory). If this had been an agency, the software would display a list of existing end clients where I could either pick one or add a new end client. The software also adds the TM and glossaries selected to the record for this project.


• Since the source files are PDFs, I direct the software to convert them to MS Word. The software uses Acrobat and a multi-lingual OCR program to provide an MS Word document with all images removed, but formatting intact and image captions preserved; text flows throughout the entire document rather than being corralled in text boxes, except for very special cases.


• I translate the text using the translation memory and glossaries set up above. During that work the software automatically saves a copy of the files on which I am working in a specified interval.


• In the course of the translation, I decide that a separate glossary for a new subject matter would be helpful.


• I create that new glossary by adding a term and specifying "new" rather than picking an existing glossary. In addition to creating the new glossary on the fly, the software adds that new subject matter to the list of subject matters from which I can pick when initially adding a project. It also adds the glossary to the record of glossaries/TMs used for this project.


• When I am finished with the translation, I can preview the translated document as it will appear to the client. Any changes I make in this preview are automatically also made to the TM.


• Each day at a preset time, the software backs up any projects I worked on during that day to an external hard drive attached to my home network. It also tracks the time I spent on each project.


• When I am finished translating and editing a project, I tell the translation memory portion of the software that I'm done. It saves the translated files in the appropriate format (MS Word for Word files and PDFs, Excel and PowerPoint files in their original formats) and displays these final files.


• I briefly review the final translated files to make sure formatting didn't go astray or caption text, etc. is missing, then click "project completed" in the main software.


• The software creates an e-mail to the client with boilerplate text and the final files attached.


• I review that e-mail, adding a note to wish him a good trip later that week and click "send".


• The software sends the e-mail to the client, attaches it and the project files to the client record, backs up all project files to the external hard drive, marks the project as completed and enters a task in my to-do list for the next day to follow up on whether the files were received.


• The next day, the client e-mails back that the files arrived safely.


• I open the follow-up task and click the "files received Ok" option in the task (the other options being "send follow-up e-mail" and "resend files").


• The software flags the project record as ready for invoicing.


• During the next weekly invoicing cycle, the software automatically invoices this client, based on the parameters I had set during the creation of the quote (language, price level, etc) and using my standard terms.


• I review and approve the invoice, changing the standard terms to accommodate the client's billing cycle (which he had explained in my phone call). I can also edit the standard e-mail the software created to go with the invoice.


• The software sends the e-mail and creates a task in my to-do list to follow up on payment a specified number of days after the invoice's due date.


• The client does not pay by the due date.


• A link in the follow-up task that appears on my to-do list goes to a boiler-plate follow-up e-mail. I review and send that e-mail.


• The client pays my bank account electronically, which triggers an automatic e-mail from my bank with a standard subject line, format and e-mail address.


• After initial setup to specify these bank parameters, the software recognizes this as a bank e-mail and retrieves the pertinent details from it. During the next invoicing cycle, the software notifies me that this invoice has been paid.


• I approve the payment receipt and the software marks the invoice as paid and enters the payment in the accounting portion of the software, including crediting it to the appropriate bank account.

I know that this kind of seamless integration of various disparate softwares and level of customization for my particular workflow is probably a pipe dream. The challenge now is to see how much of it can be implemented with existing commercial software at a reasonable price ...

Backup Procedures & Disaster Preparedness

In a previous post I talked about trying out online backups. I have since set up such backups and put together a comprehensive backup plan. Here is what I do to keep files safe and continue working should disaster strike:

I keep the client's original files both in a separate directory for the project on my hard drive and in the original e-mail with which the client assigned the project. In addition, I keep a hard copy of the assignment e-mail and/or PO, as well as any special instructions the client might have sent. On that copy I also note the translation memory and glossar(ies) used for that project, as well as its due date and the date and time I sent the completed work to the client. This gives me a physical reference of the scope of work and resources used, which is also useful if a follow-up assignment arrives. A quick look at the client's file and I can ensure that I use the same glossaries and translation memory as I did for the prior project, which in turn ensures consistent use of terminology.

After stopping work on a project for longer than a brief break, I back all project files up to a CD specific to the client. I also back up the completed project there. Over time, this provides me with a complete collection of all projects completed for this client during the calendar year. Since I keep these CDs and the associated hard copy of instructions, etc., for 5 years, I can refer back to prior projects should a follow-up assignment arrive years later.

In addition, my entire client directory is backed up to a secure online storage site every night. Every Friday, all files that changed on my hard drive during the week are backed up to a network-attached external hard drive. Both these measures ensure easy access to all information -- both pending work and invoicing/payment data, as well as translation memories and glossaries -- should my primary computer crash. Since I also have a laptop, and other members of my family also have computers, a potential computer failure should cause only a short disruption in work on my current projects (long-term, of course, it would be a big headache).

My laptop includes a second, swappable battery, so I can continue work for up to 6 hours, even if power fails. Other safety measures for such outages include uninterruptible power supplies for my computer, printer and business telephone line, as well as for the network router and cable modem. These power supplies permit orderly shutdown of systems in the event of an abrupt power failure, minimizing the chances of corrupted files or damage to equipment.

Should my broadband internet connection fail, I can take my laptop to several cafes with free wireless internet access which are located within a few subway stops and are open until 1 am. And there's also my Blackberry, where I can communicate with clients by e-mail or phone (Skype mobile), even if I am not in the office or there is no power. That Blackberry can even be used as a modem for e-mailing files, if none of the Wi-Fi cafes were available or open.

Of course, if half of the United States is without power for several days, all of these measures will be of limited use. But short of that, I should be able to complete any outstanding projects on time, even if disaster strikes. Which, however, leaves the question of backing myself up, not just the equipment. I haven't solved that one yet, but I'm working on it ...

Checking Out Potential Clients

A recent question in the Translators Worldwide group on LinkedIn prompted me to write this post. An English-Spanish translator was describing a potential job offer she received by e-mail which raised a few flags for her. She wanted to know whether that e-mail might be a scam, rather than a real translation project.

As small-scale businesses providing services to far-flung (sometimes international) clients, we face this situation not infrequently. How do we know that a potential client will, in fact, pay us after we deliver the translation? Worse yet, how do we make sure the bank account information we may provide on our invoice for purposes of direct payment is not abused to hack into our account digitally and syphon off our money?

The short answer is: we can't make sure. But we can take a few precautions. When I get a request from a new client, I check a few things:

• I google their company name and look for:
  
  
  
  1. a professional-looking company website with physical address information (i.e., a house number and street, not just a PO box)
     
  2. other websites/forums referencing this company
     
  
  
• For U.S. companies, I use whitepages.com's reverse lookup function to check the name and address connected to the phone number. If the phone number is unlisted, it's probably not a real company.
  

For agencies I also:

• check the ProZ.com blue board for other translators' experiences with that company.
  
• check paymentpractices.net for other translators' experiences with that company's payment practices.
  

If there are no references at all on the web to this company and/or the company has no website, I assume it's not a real company -- at least not one that would work internationally and therefore need translation services.

I have sometimes taken calculated risks with jobs for which I wasn't sure I'd get paid, but I generally only do that with small jobs.

If the client looks like a potential payment problem, I ask for 50% of the estimated cost up front by PayPal. That way the potential client has no bank information. I transfer incoming PayPal payments to my bank account, so if anyone could get at my PayPal account, I wouldn't lose much money.

Granted, there are legitimate potential clients out there who are just not good at marketing their business -- or don't need to market it on the web, e.g., because they have enough word-of-mouth referrals. My brother's niche business manufacturing high-end musical instruments is such a case, for example. But how do I know this is not just someone who thinks they have a great idea the world will pay for, but then finds out that the world is not interested and consequently has no money to pay their suppliers (including me)?

In the end, I generally trust my instincts. If it looks fishy, it probably is. I may have lost out on some potential assignments, but in the end I have gotten paid most of the time -- even by private individuals in Australia.

Language Swapping Site

A blog posting featured in MultiLingual News' weekly newsletter alerted me to an interesting website, called lingomatch. It is intended to help people who want to learn a foreign language find a speaker of that language to practice with. In exchange, they'd teach their partner their own language. My daughter used a similar system run by the University of Leipzig's (Germany) foreign language department for its students to learn rudimentary French while studying there.

The site seems to be still fairly small, with fewer than 50 ads listed in New York City, for example. As the blogger noted, it's also currently limited to large cities. While this service may not be necessary in very small towns where people know each other, it would be particularly helpful in smaller cities, where there may not be as many bilingual people as, say, in New York City.

Such a swap of linguistic knowledge is, of course, no substitute for an actual language teacher, who not only speaks the language in question, but also knows how to teach it (not to mention being familiar with its grammatical structure, rather than simply taking grammatical constructs as given). It is, however, a great supplement to a language course or a good way to practice a language that was once learned formally, but has remained dormant since.

The ads list only one "speaks" language, presumably the person's dominant language -- which, however, raises the question of how truly bilingual people could list both languages as options for teaching others. Particularly in places like New York City, where many people do grow up with English plus one or two other languages, such a situation is easily imaginable. Note to lingomatch's developers: please allow multiple selections (limited to two or three maximum, however) in the "Language I Speak" drop-down menu of the "Post Ad" screen.

I just posted an ad to find someone to help me revive my Spanish skills. (I used to live in Mexico City, but that was a long time ago.) I'll report in future posts on how that search works out. (Some of my friends are Spanish speakers, but having a dedicated time, place and person for learning a language seems a better way to stay on track.)

Client Education & Translation Processes

Yesterday I went to the Barnes & Nobles text book store on 5th Ave. and 18th Street in Manhattan (New York City). The store bills itself as "the largest bookstore in the world" on some of its windows facing 18th Street. Not finding any books on translation theory or practice in likely sections (Foreign Language, Linguistics, Reference), I asked a store clerk. After looking my request up on a computer, he announced that the store didn't carry a single book on translation.

In the March 2010 ATA Chronicle (the American Translators Association's magazine), Howard Clark calls the U.S. "an immigrant-based, yet largely language-ignorant society" in his opinion piece "Clients, Freelancers & Translation Agencies: Productive Partnership or Missed Opportunities?" It seems to me his assessment is spot-on. Mr. Clark then continues that, given this fact, "client education is critical".

Right again, but how do we, as translators, educate an end client whose identity we may not even know? This should be the translation agency's responsibility, but in my experience in the real world of short deadlines and tough competition for large projects that education is frequently given short shrift. If we work directly for end clients, our chances of explaining how translation works and what is required for a sucessful, high-quality product, are much better.

One resource for doing so is the American Translators Association's Client Outreach Kit. Another is a page on our workflow, either posted on our website or sent to prospective clients along with other promotional literature. The advantage of such a page (which agencies sometimes already have) is not only client education, but also a way for translators to learn best practices from each other. Maybe another translator has already found a solution to an issue I am still struggling with. If he/she has posted his/her translation process, I can profit from his/her experience, rather than having to re-invent the solution.

While each of us works a little differently, much of the process is likely the same -- or at least very similar -- for all of us. Through sharing our own workflows, we may be able to define a relatively standard process for non-agency projects. Such a standard process would, in turn, simplify client education. End clients would have a better idea what to expect when hiring a translator and may therefore be more likely to actually provide the resources and time we need to produce a high-quality translation.

Based on Linda L. Gaus's "Top 10 Pet Peeves of a Technical Translator" (ATA Chronicle, February 2009), here are some items to be incorporated in educating clients about translation processes:

• Provide context
  
• Provide reference materials
  
• Provide specialized terminology
  
• Have time for questions
  
• Don't assume you speak the target language better than the translator
  
• Proofread/edit the source documents
  
• Finalize the text before translation begins
  
• Provide diagrams/illustrations where appropriate
  
• Empower one person to decide translation questions
  
• Schedule sufficient time for the translation
  

Look for a future post on my own workflow and ideal translation process.