Survey Finds Hispanics Not Connecting with American Companies

A recent survey conducted for management consulting firm Garcia Trujillo LLC found that 64.7% of U.S. Hispanics would show greater loyalty to companies that establish strong, visible ties to the Latino community, while over 66% indicate that they would be more likely to purchase products and services from such companies. Although survey respondents are interested in seeing companies create or tailor products and services to make them more culturally relevant to Hispanics, characteristics such as a greater number of Latinos in important corporate management roles and more community involvement rank much higher in importance for consumers.

Findings from the study include:

  • Almost 42% of Hispanic consumers think that American companies have little respect for them as customers.
  • 94% feel that products or brands in the U.S. should be represented by Spanish-speaking spokespersons in marketing and informational campaigns.
  • 15.5% want to see products and services developed specifically for Hispanics.
  • Over 60% think Latino workers face major obstacles to climb the corporate ladder. Language (almost 60%) and a college degree (21.7%) were cited as the biggest hurdles to advancement.
  • 60% think companies show commitment to their Latino employees, yet survey respondents estimated that less than 10% of leadership positions in U.S. companies are filled by Hispanics.

Sol Trujillo, chairman of Garcia Trujillo, notes: “This data demonstrates the strategic opportunities for companies and brands to connect with Latinos in meaningful ways.” With the Hispanic population in the United States growing at breakneck pace, American corporations would be wise to start wooing this segment of the market sooner rather than later.

For a copy of the full study, visit www.garciatrujillo.com.

Linguistic Features of Rioplatense (River Plate) Spanish

The dialect of Spanish spoken in and around Buenos Aires, Argentina is known as Rioplatense or River Plate Spanish. The dialect’s sphere of influence extends to other major cities within the River Plate region including La Plata, Santa Fe, Rosario, Paraná and Mar del Plata in Argentina, and Montevideo in Uruguay. While significant dialectical differences exist between the Spanish spoken in the various regions of Argentina, most foreigners equate “Argentine Spanish” with the Rioplatense version.

The following linguistic features set Rioplatense Spanish apart from other dialects spoken in Latin America and Spain.

Voseo. In Rioplatense Spanish, the second person singular pronoun is completely replaced by vos, a linguistic phenomenon known as voseo. The conjugation of the second person form in the present indicative tense and the imperative mood also changes [Example: tú hablas (you speak) becomes vos hablás, dime tu nombre (tell me your name) becomes decime tu nombre]. Click here for more information on voseo.

Rehilamiento or sheísmo. The linguistic feature known as rehilamiento or sheísmo refers to a characteristic of Rioplatense Spanish in which the sounds “ll” and “y” are pronounced as [ʃ] or [ʒ] (like the sounds in the English words mission and measure). As a result, the word pollo (chicken) is pronounced “po-sho” or “po-zho” while playa (beach) sounds like “plah-sha” or “pla-zha.”

Appearance of numerous European loanwords. The great wave of European immigration to Argentina at the end of the 19th century and beginning of the 20th century led to the incorporation of a number of loanwords from Italian, French, German and English. Traces of Italian are particularly noticeable in everyday words, e.g. morfi (food).

Unique intonation influenced by Italian. Italian also left its mark on the Rioplatense dialect in terms of speakers’ unique intonation. Many people describe the sound of Rioplatense Spanish as Spanish spoken with an Italian accent.

Aspiration of the letter “s” at the end of a syllable. The letter “s” often seems to disappear in Rioplatense Spanish [Example: the word “fresco” is pronounced “freh-ko”]. Some linguists feel that this feature of the dialect is attributable to the influence of Italian as well.

Use of Lunfardo. Rioplatense Spanish is peppered with numerous words and phrases from the colorful slang known as Lunfardo. One of the features of Lunfardo is the use of vesre, a form of wordplay that reverses the order of syllables in a word [Example: caféfeca (coffee)].

Influence of indigenous languages such as Araucano, Quechua and Guaraní. The languages of the various indigenous peoples of Argentina have shaped the Spanish language in this country. Examples of indigenous words that have entered into Rioplatense Spanish are the word tambo meaning dairy farm, which comes from Quechua, and the Araucano word laucha meaning mouse.

Prescription Medication Labels and Translation: Meeting the Needs of Non-English Speakers

A bill is currently being deliberated in the California State Senate that would require pharmacies to take “the needs of patients with limited English proficiency” into consideration when labeling prescription medications. Medication errors, a leading cause of medical accidents, may be reduced when patients have improved understanding of how to take prescription drugs.

With approximately 18% of the U.S. population over the age of five speaking a language other than English (according to 2000 U.S. census figures), professional translators have a duty to aid health care providers to ensure accurate and useful translations of not only prescription drug labels, but instructional and educational materials as well.

Five main issues continually plague the accuracy of health care translations and jeopardize the health care provider’s ability to communicate effectively with the patient.

(1) Literacy and educational levels: Health care texts presented for translation are often written in a sophisticated manner that can be easily misunderstood by the target audience.

(2) Imprecise writing: Typographical errors, incorrect punctuation and/or poor word choice in the source document may lead to unintentional changes to the meaning of the original text.

(3) Inappropriate use of color: Various cultural groups assign different meanings to the same color. For example, while red signals danger to many English speakers, other cultural groups such as the Chinese view red as a symbol of luck or happiness.

(4) Representation of numbers and dates: The formatting of dates, weights and other numerical information may lead to confusion, as different language groups write this information in different ways.

(5) Cultural and religious sensitivities: The use of certain anatomical terms may be considered offensive to some cultural groups.

In order to combat these problems, it is important for translators to develop systems including style guides or glossaries, built in collaboration with various clients. In addition to factoring in style decisions, translators should also consider the level of education of the target audience, the location of the target population, formal or informal tone, idiosyncratic titles, capitalization, and translation for the web. Glossaries should be thought of as living documents that grow and change over time. They ensure the consistent use of terminology from document to document while accounting for client preferences.

Top reasons why you should target the Hispanic Community

– There are 48.4 million Hispanics in the US today.

– The Hispanic online population reached a record 20.3 million visitors in February 2009, representing 11 percent of the total U.S. online market.

– The projected Hispanic population of the United States on July 1, 2050 is 132.8 million.. According to this projection, Hispanics will constitute 30 percent of the nation’s population by that date.

– As of 2009 the U.S. Hispanic population ranked second in the world. Only Mexico (111 million) had a larger Hispanic population than the United States.

– Hispanics represent the largest middle class group in the US, and over 88 percent have a household income of $50,000.

– Hispanics spend more than 14 hours online a week.

– The cost of Spanish-language keywords is considerably lower than their English language counterparts.

Still not convinced you should translate your marketing materials to Spanish? Did you know that there are around 358,000,000 million speakers in the world?

 

The Advantages of an Online Spanish Translation Service

Companies with a consistently high volume of translations often resort to hiring in-house translators to meet their needs; however, retaining one or more full-time translators presents various challenges. Working closely with a trusted online Spanish translation service may be a more viable method for getting translations done in a timely manner and at a fair price.

One of the greatest advantages of working with an online Spanish translation service or agency comes from the cost benefits. Hiring a full-time, salaried translator to work in-house can be a pricey affair, particularly for a small to medium-sized company where costs must be more carefully monitored. In addition to the translator’s pay, it’s important to consider the expense of employee benefits, sick time, etc. The company must also provide access to necessary translation tools such as translation memory software and dictionaries, and the cost of licenses quickly adds up.

Some companies may have frequent translation needs but not at a level that would justify the expenses and resources required for an in-house translator. In this case, contracting with an online Spanish translation service represents an excellent approach to meeting a company’s translation demands.

An online Spanish translation service or agency retains a handpicked pool of qualified translators with professional experience and background in a number of different subject areas. While a particular in-house translator may be highly competent when it comes to technical translations, for example, what happens if a complicated legal translation needs to be performed? Working with an online translation agency gives your company access to translators with a broad range of specialties and the flexibility that an in-house employee may not be able to provide. It’s unrealistic to expect one translator to be a “superhero” and do it all.

Lastly, using in-house translators doesn’t guarantee quality translations. A significant advantage of working with a respected online Spanish translation service or agency lies in the numerous quality control measures in place to ensure an excellent final product. In-house translators can produce very high quality work, but generally, additional translators or employees are involved in the proofreading or editing process to ensure the best possible result. When the organization must rely on a team of translators or other employees to get the job done, the company is no longer saving money by having the in-house translator.

“Refudiate” Chosen as 2010 Word of the Year

The New Oxford American Dictionary mulled over pages’ worth of new candidates for the 2010 Word of the Year. Although the technology sector contributed a considerable number of terms to 2009’s field of contenders, this year seemed more heavily influenced by politics, the economy, and current events with words like “Tea Party,” “bankster,” “double-dip” and “top kill.” Technology did manage to chip in with words like “webisode,” “crowdsourcing” and “retweet.”

So, which new word garnered the top spot? “Refudiate” – a word coined by controversial U.S. politician Sarah Palin – was bestowed the title of 2010 Word of the Year by the lexicographers at Oxford. The word, a verb “used loosely to mean ‘reject,’” resulted from a blending of the words “refute” and “repudiate.”

For a complete list of the words considered for the 2010 Word of the Year along with their definitions, have a look at this article from the Oxford University Press blog.

How do I clean a file created with Trados?

After translation and, in the case of tagged file formats, tag verification, your target files are still in bilingual format. Bilingual files contain hidden source text and segment delimiting marks that must be removed before the target files are converted back into their original format. The process of removing this bilingual data from the target files is known as clean up.

The clean up process also involves some secondary functions. For files that have been reviewed and edited independently of Translator’s Workbench, the clean up process allows you to update the translation memory in accordance with the latest changes in the target files. Also, if you used the Translated Text Colors option in Translator’s Workbench to apply color formatting to text during translation, clean up restores the original color formatting of text.

Use the Clean Up command to process translated documents as follows:

  • Remove hidden source text and segment delimiting marks from your document(s).
  • Update the translation memory in accordance with changes that have been made to the target files outside Translator’s Workbench. The Clean Up feature counts the number of segments and words that are updated during the process. The summary data is displayed on screen and written to a log file.
  • Restore the original coloring of your text if you have used the Translated Text Colors option in Translator’s Workbench.
  • Restore the original file extension, in the case of TradosTag (TTX) documents

Using the Clean Up Command

 

To clean up one or more documents, follow these steps:

  1. In Translator’s Workbench, select Open from the File menu to open the translation memory that you was used to translate the documents that you wish to clean up.
  2. Select Clean Up from the Tools menu. The Clean Up Files dialog box opens.
  3. Before you begin the clean up, check that the translation memory, project and filter settings you have specified are suitable. Use the Options command to access the Translation Memory
  4. Options and the Project and Filter Settings dialog boxes directly.
  • Click Add. The Files to Clean up dialog box opens. Browse to the location of the files, select the relevant files and click Open to add them to the Files to Clean up list.
  • Drag and drop the file(s) from Windows Explorer or the Find Files dialog box into the Files to Clean up list.

To remove files from the list, select them and click Remove. You can delete the entire list by clicking Clear.

  1. Set the Changed Translations options you require.
  2. Use the Log File control to specify the log file(s) in which statistical information about the clean up operation is saved. Translator’s Workbench creates two log files: one in text format with a .log extension and the other in comma-separated form with a .csv extension.
  • To create a new log file or locate an existing log file, click Log File > Browse.
  • To view the log file that is currently specified, click Log File > View.
  • To delete the log file that is currently specified, click Log File > Delete.
  1. Select the name of the log file where Translator’s Workbench saves the statistical information.
  2. Click Clean Up to start the process of cleaning and updating. Translator’s Workbench displays two progress indicators: one for the current file and another for the total number of files.

After clean up, click View Log File to examine the log file containing the statistical information of the clean up process. Open the clean documents in the relevant target application to verify that the source text and segment delimiting marks have been removed. Some file formats, such as STF and the DTP file formats, may require further processing and/or conversion before the final translation can be viewed in the target application.

 

Clean Up Options

By default, Translator’s Workbench makes a backup copy of each file before clean up with the same name as the original and the extension .bak. If you do not want this, deselect Keep Backup in the

Tools tab of the Translation Memory Options dialog box.

 

Changed Translations Options

The Changed translations options apply to documents that meet the following requirements:

  • They have been translated with Translator’s Workbench, so they contain translation units (hidden source text with target text translation).
  • The translation memory used for the Clean Up function is the same as the one that was used for the translation of the documents.
  • Changes were made to the translation units in the document without using Translator’s Workbench, which means that these changes were not updated in the translation memory. As a result, some translation units in the document differ from those in the translation memory.

Use the Changed translations options in the Clean Up Files dialog box to decide what should happen to the document and the corresponding translation memory:

  • If Don’t update is selected, changes made to the translation units in the document stay untouched and are not updated to the translation memory. This is the default setting.
  • If Update TM is selected, changes made to translation units in the document are updated to the translation memory. The translation memory is updated according to the changes made to the document. This is useful after spell-checking or if you have made other changes to the translated document without using Translator’s Workbench. If source text has been changed,

Translator’s Workbench compares the new source text to the translation memory. If a corresponding translation unit exists in the translation memory, it is overwritten. Otherwise a new translation unit is created in the translation memory with the new source text from the document, together with its translation.

  • If Update document is selected, changes made to the translation units in the document are undone and the translations in the translation memory are used instead.
  • If Don’t clean up is selected, translation units in the document that differ from their counterparts in the translation memory are untouched during clean up. Unlike the Don’t update option, Don’t clean up does not remove the hidden source part and delimiting marks of the changed document translation units. This allows you to check the differences between the translation units in the document and those in the translation memory after clean up. The Don’t clean up option is not available for TradosTag (TTX) that have been translated in TagEditor.

Cleaning up HTML, SGML and XML Documents

Before cleaning up HTML, SGML and XML documents in TradosTag format, ensure that the correct tag settings have been specified in the Tag Settings Manager so that the target SGML, XML or HTML files can be created. You can access the Tag Settings Manager directly from the Tools tab of the Translation Memory Options dialog box.

Endangered language opens window on to past

An endangered Greek dialect which is spoken in north-eastern Turkey has been identified by researchers as a “linguistic goldmine” because of its startling closeness to previous forms of the Greek language.

Fieldwork examining Romeyka, a little-studied form of Greek still spoken in the area around Trabzon, on Turkey’s Black Sea coast, has revealed a number of features that it shares with the Koine (or common) Greek of Hellenistic and Roman times.

For linguists, the discovery presents a rare opportunity to map out the features not just of another living language, but of a dialect closer than anything else still living to that spoken at the height of Greek influence across Asia Minor, 2,000 years ago.

The link was (re)discovered by Dr. Ioanna Sitaridou, a lecturer in Romance Philology at the University of Cambridge and Fellow and Director of Studies in Linguistics at Queens’ College, Cambridge. Her initial findings are reported in the University’s research magazine, Research Horizons, and a short film about her research is also being released on the University’s YouTube channel (www.youtube.com/cambridgeuniversity) today.

“Although Romeyka can hardly be described as anything but a Modern Greek dialect, it preserves an impressive number of grammatical traits that add an Ancient Greek flavour to the dialect’s structure – traits that have been completely lost from other Modern Greek varieties,” Dr. Sitaridou said. “What these people are speaking is a variety of Greek far more archaic than other forms of Greek spoken today.”

Until medieval times, the Black Sea lay at the heart of the Greek-speaking world. It was colonised by the Greeks in the 8th and 7th centuries BC and immortalised in Greek mythology.

Despite millennia of change in the surrounding area, people in the isolated region still speak the language. One reason is that Romeyka speakers are devout Muslims, and were therefore exempt from the large-scale population exchange between Greece and Turkey that took place under the Treaty of Lausanne in 1923.

Using religion as a defining criterion to resettle Christians in Greece and Muslims in Turkey, almost two million people were forced to move. The result was an obligatory exodus of all Christian Greek-speakers from north-eastern Turkey, leaving the speakers of Romeyka relatively isolated from both Turkish (albeit clearly not the case for the younger generations), but also sealed off from Pontic Greek spoken by the resettled Christians in Greece and elsewhere in the world.

Dr. Sitaridou, whose great-grandparents were from the region, is now reporting the results of the first phase of a project to uncover the secrets of this little-studied dialect.

She first became aware that Romeyka might be of special importance after Prof. Peter Mackridge, who is Emeritus Professor of Modern Greek at the University of Oxford and has carried out pioneering research since the 1980s, signalled to her that her work on Romance infinitives may have a parallel in Romeyka. Astonishingly enough, Romeyka had retained the infinitive – the basic, uninflected form of the verb. This was part of Ancient Greek, but has disappeared from the medieval and modern language. All the more astonishing, Romeyka has developed some other quirky infinitival constructions that have never been observed before – only in the Romance languages are there parallel constructions.

Her work involves undertaking field trips to villages in Pontus, often isolated enclaves where Romeyka is spoken, and mapping the grammatical structure and variation in use. Information is gathered using audio and video recordings of the villagers telling stories, as well as through specially-structured questionnaires using state-of-the-art modern linguistic theory.

Ultimately, the work seeks to explain how Pontic Greek evolved. “We know that Greek has been continuously spoken in Pontus since ancient times and can surmise that its geographic isolation from the rest of the Greek-speaking world is an important factor in why the language is as it is,” said Dr. Sitaridou, recipient of a Stanley J. Seeger Visiting Research Fellowship in Hellenic Studies at Princeton University (Spring 2011).

“What we don’t yet know is whether Romeyka emerged in exactly the same way as other Greek dialects, but later developed its own unique characteristics which just happen to resemble archaic Greek. On the other hand, it may have developed from an earlier version of Greek that was different to the rest of the Greek dialects, which in turn explains the archaic features.”

Her latest report comes with a warning: Repeated waves of emigration from Trabzon, coupled with the influence of the dominant Turkish-speaking majority, have left the dialect vulnerable to extinction. UNESCO has already designated Pontic Greek as “definitely endangered”.

“With as few as 5,000 speakers left in the area, before long Romeyka could be more of a heritage language than a living vernacular,” Dr. Sitaridou added. “With its demise would go an unparalleled opportunity to unlock how the Greek language has evolved.”

Source: University of Cambridge.

 

Google Translate and the Struggle for Accurate Machine Translations

Using a pioneering approach to machine translation (MT), search behemoth Google now provides translations from 52 languages through its Google Translate service. Google has capitalized on its access to unfathomable amounts of data, largely in the form of transcripts from the proceedings at the United Nations, which have been rendered into some 23 languages by professional human translators. Google Translate trawls this invaluable source of data, along with text from the Google Books scanning project and additional Internet resources, for likely translation matches. Internet users access the tool tens of millions of times each day to translate information as they surf the web.

While Google Translate has made impressive strides in our ability to understand and communicate with the rest of the world, what do the future prospects look like for the service and other machine translation programs? According to the leader of Google’s machine translation team, Franz Och, “This technology can make the language barrier go away.” Other linguistics experts contend that MT will strengthen linguistic diversity by freeing the world from the need to focus on dominant languages such as English. Ironically, one potential consequence of the widespread use of tools like Google Translate is decreased incentive for individuals to learn English and/or become multilingual.

Though some experts claim that Google Translate’s results will better with time, researchers and computer scientists working on the project note that the system is unlikely to dramatically improve with the addition of more data. “We are now at this limit where there isn’t that much more data in the world that we can use,” notes Andreas Zollmann, a Google Translate team member, “so now it is much more important again to add on different approaches and rules-based models.”

Of course, detractors state that regardless of the technological advances made, machine translation will never learn to pick up on the cultural undertones and subtleties at play in language. Jokes, idioms and wordplay are largely lost on Google Translate, which fails to capture the “flavor” of the text. According to author Douglas Hofstadter, “There is no attempt at creating understanding, and therefore Google Translate is doomed to the same kind of failure forever.”

Digital Marketing Is Essential in Building Brands With Hispanic Consumers

A new digital marketing study conducted by comScore and commissioned by Terra reveals that Hispanics are the ideal online consumers. The stunning results of the Terra comScore Ad Value Research Study show a full spectrum of engagement by Hispanics across multiple digital platforms including new data about how marketing initiatives positively influence brand perception. It also shows how Hispanics are in most instances more active in a wide variety of online activities and more receptive to new technology than non-Hispanics. The research also re-affirms that the Internet is the main media source of information for Hispanics when researching information about any service or product and goes even further by including an analysis of online engagement by category known as cognographics.

Fernando Rodriguez, CEO of Terra, said: “This study breaks ground on several fronts with new information on the impact Internet advertising has in building a brand in the Hispanic market. We are excited to share the in-depth results with our clients in order to provide insight as to how better reach the Hispanic consumer online,” added Rodriguez.

A key finding which represents a great opportunity for marketers is that if spoken to and reached with culturally relevant messaging in English and Spanish, Hispanics will react positively to brands online more so than non-Hispanics. While non-Hispanics may tend to look at interactive advertising as intrusive, Hispanics seem to be appreciative of the brands that are trying to reach out to them.

For example, Hispanics are more responsive to targeted ads with 37% saying they would likely respond to them vs. 30% for non-Hispanics. 35% of Hispanics vs. 27% of non-Hispanics said they are more open to advertising on sites where they read or contribute user generated comments. 37% of Hispanics vs. 25% of non-Hispanics enjoy the interactivity of online video ads, and the ability of obtaining additional information which is unavailable through a traditional TV ad. Furthermore, 36% of Hispanics vs. 24% non-Hispanics claim that Internet advertising has motivated them to visit a retail establishment while 35% of Hispanics vs. 25% of non-Hispanics are likely to attend movies based on their online campaigns.

The study also shows Hispanics are more open and willing to explore new technology presumably to stay up to speed with trends. In addition, these initiatives are likely to enhance their perception of the brand with 60% of Hispanics vs. 42% of non-Hispanics saying that they react positively to I-Pad demonstrations, virtual shoppers, mobile coupons, live streamings and others.

Hispanics are as engaged in social media as non-Hispanics; however they are more receptive to receiving updates for offline activities through mobile text alerts, Twitter feeds and Facebook. These include shopping for large retail items, and looking for entertainment information such as movies, concerts, events and places to eat. They are also more likely to visit a brand’s fan page and to follow Twitter updates from artists. Hispanics also show a higher rate of participation than non-Hispanics in numerous social media activities.

Use of Social NetworksHispanic
(A)
Non-Hispanic
(B)
Viewed a live stream24%18%
Posted ratings and reviews26%16%
Searched for a job22%12%
Purchased a product due to a recommendation18%12%
Sought out customer support for a product/service17%7%
Sold a product through a social networking posting11%6%
Found a new job12%4%

With 30 million Hispanics online, or 60% of the population, and a continued trend showing more use of the most advanced features such as video and social media, the study shows that the digital divide is now becoming a thing of the past as Hispanics are at the forefront of embracing Internet and Technology.

Methodology
A total of 2,300 surveys were completed between September 13 through October 18, 2010. The nationally representative sample was recruited from comScore’s online panel. All participants reside in the USA and are aged 13+ years. The data were weighted to national online targets for age, gender, household income, region of residence, and language preference (Hispanic only). The margin of error (95% confidence level) for a sample of this size is +/- 2.04 percentage points.

Source: Terra

Read our article 2010 U.S. Census Data Reveals Continued Growth of Hispanic Population

Reach out to the Hispanic Community with a Spanish Translation.