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Marcela Jenney
President, Contextual Communications |
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Welcome to Contextual Insider , the electronic newsletter for Contextual's global customers and friends. Here you'll find useful and interesting information about Contextual Communications, Inc. a full service provider of language services that enable companies to succeed in international markets.
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With this issue Contextual Insider will help you prepare your products for globalization and localization. (See the tips we have included for you.)
We also thought it would be interesting to explore the differences in the Chinese language. China passed France last year to become the fourth largest exporting country in the world. China 's trade balance with the U.S. is now 6:1. China has shifted from producing cheap goods to exporting increasingly sophisticated products and is now heavily involved in Africa and Latin America .
These activities point to a strong need for the localization of Chinese into many other languages.
We welcome your comments.

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Globalization and Localization
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We talk of globalization when companies decide to take part in the emerging global economy and establish themselves in foreign markets. First, they will adapt their products or services to the final user's linguistic and cultural requirements. Then, they might take advantage of the Internet revolution and establish a virtual presence on the international marketplace with a multilingual corporate website or even an e-business. Globalization is the process of adapting software applications and websites so that they are linguistically and functionally suitable for use in more than one country.
Overall, globalization requires a combination of linguistic, engineering and marketing knowledge that is not easily available. It goes deeper than simply translating the text content.
Localization is the process of adapting a product to a specific locale -- to its language, standards and cultural norms, as well as to the needs and expectations of a specific target market. Besides the translation of text, icons, cultural content and technical issues – including local conventions, time/date displays, measurement systems, numbers and currency, legal conventions, character encodings and fonts – must be considered .
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| Checklist for Preparing Global Documentation |
Steps That Help Decrease the Time and Money
Spent on Globalization and Localization of Your Publications
Cultural Neutrality
Style |
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Sentences are complete, short and to the point
Direct and indirect objects are unambiguous
Questions and statements are phrased in positive terms
Abbreviations and acronyms are rare and, when used, are defined
Metaphors, analogies and similes are rare and, when used, are culturally neutral
Icons and symbols are globally acceptable. Avoid images or references to animals. In some Asian regions, for example, this may be considered offensive. Be careful in using references to religion, sacred objects or symbols. Avoid references to seasons, time zones, weather, or holidays
Depictions of people are used with caution; they make cultural neutrality nearly impossible
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Design |
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Layout involves string-length expansion, character height expan- sion, bi-directional text rendering and illustration / screen shot resizing
When text is localized into double-byte languages, anticipate vertical expansion
Variables accommodate the gender, punctuation and syntax differences among languages
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Information design, whenever possible, does not rely on alphabetization
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Global Value
Access |
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Information distribution model and media types are functional / desirable in all target markets
Information navigation methods are functional / desirable in all target markets
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Quality |
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Information is complete and accurate
Deliverables and source files are
bug-free |
Operational Efficiency
Tools |
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Source file formats and fonts are compatible with proven / efficient lo-
calization tools, fonts and processes
New development processes, tools and deliverables are localization-friendly
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Graphics |
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Text in graphics and source files is editable as text, not pixels
Screen captures use the operating system's default color scheme
Screen captures requiring complex setup and navigation are identified, and instructions are available |
Glossary |
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A glossary is maintained and available for easy translation research |
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Getting China Straight!
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| China is the largest of all Asian countries; it occupies nearly the entire East Asian landmass. With a population of over 1.3 billion people, the PRC is the most populous country in the world. More than 14.8% of the world's population speak Chinese.
There are seven major groups of Chinese dialects that are differentiated on the basis of phonological features, vocabularies and grammar. The major dialect groups are: Baifanghua (known as Mandarin), Wu, Yue (known as Cantonese), Min, Kejia (known as Hakka), Xiang, and Gan. The terms “Mandarin” and “Cantonese” are bound to confuse most Americans and other non-Chinese. The main thing to remember is that Mandarin is the official language of mainland China , is taught throughout the country, and is understood by more than a billion people. Cantonese, on the other hand, is one of many dialects within the realm of the Chinese language. “ Simplified” and “traditional” Chinese are not languages but writing systems, each containing different sets of characters used to express the same language, Mandarin.
Historically, “traditional” Chinese was the only writing system of this mostly spoken language. In recent years – from 1956 to 1986 – the government of China 's communist party tried to simplify the traditional writing system. Accordingly, 2,235 characters were simplified, and the resulting “simplified” Chinese is used in mainland China and Singapore .
The interpreter needs to always ask whether the requirement is Mandarin or Cantonese. The translator, however, must ascertain whether a document is to be done in “simplified” or “traditional” Chinese.
Unfortunately, most end-clients are not at all sure what they need, so as language service providers, it is our job to help them choose the right form. This is best answered by determining the target market. |
| Target Market |
Interpretation (spoken words) |
Translation (written text) |
Mainland China |
Mandarin |
Simplified |
Taiwan |
Mandarin or Taiwanese |
Traditional |
Hong Kong |
Cantonese |
Traditional |
Singapore |
Mandarin |
Simplified |
Chinese community within the USA or other foreign countries |
Mandarin/ Cantonese
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Traditional |
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| Test Your Knowledge about China |
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How do you say “hello” in Chinese?
a. Ni Hao
b. Xie Xie
c. Zai Jian
The 2008 Summer Olympics will be held in _________?
a. Shanghai
b. Beijing
c. Hong Kong |
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A Chinese professional basketball player named __________ presently plays for the Houston Rockets and is currently the tallest player in the National Basketball Association.
a. Wang Zhizhi
b. Yao Ming
China is bordered by the ________.
a. Atlantic Ocean
b. Pacific Ocean
c. Yellow Sea
Which color is the meaning of happiness and good luck in China ?
a. Green
b. Pink
c. Red
d. Purple
In a Chinese name, a person's ___________ comes first.
a. First name
b. Middle name
c. Family name
When a Chinese child loses a bottom baby tooth, ____________.
a. It gets tucked under the pillow for
the tooth fairy.
b. The child's parents plant the tooth
in the ground.
c. The parents toss the lost bottom tooth up to the rooftops.
Paper, the compass, gunpowder, and printing are the four greatest ancient Chinese inventions. Other Chinese inventions include fireworks and _____________.
a. The sewing needle
b. Ice cream
c. Silk
____________ won the 2006 “Best Director” Oscar.
a. George Clooney
b. Steven Spielberg
c. Ang Lee |
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| The answers are as follows: |
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Ni Hao means “hello”. Xie Xie means “thanks”, and Zai Jian means “goodbye”.
The 2008 Summer Olympics will be held in Beijing .
Yao Ming currently plays for the Houston Rockets and is currently the tallest player in the National Basketball Association. He is 7 feet, 6 inches (229 cm) tall.
China is bordered by the Pacific Ocean .
The color Red means happiness and good luck in China .
In a Chinese name a person's Family name comes first.
When a Chinese child loses an upper tooth, the child's parent plant the tooth in the ground , so the new tooth will grow in straight and healthy. The p arents toss a lost bottom tooth up to the rooftops as well, so that the new tooth will grow upwards.
Paper, the compass, gunpowder, and printing are the Four Greatest Ancient Chinese Inventions. Other Chinese inventions include fireworks and ice cream .
Ang Lee won the 2006 “Best Director” Oscar for Brokeback Mountain . |
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| New Partnership with The Association of Learning Providers |
| ISA is an association devoted exclusively to the issues and needs of executives in the training industry. Today more than 120 companies – representing more than 10,000 employees and serving more than 50,000 clients – are members of ISA. Contextual has recently joined ISA's Business Partner Program. Under that partnership, Contextual will showcase for companies serving ISA member firms. We look forward to a prosperous and successful relationship with this organization. |
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