beyond l10n and g11n—communicating with everybody: how to create and manage content assets for a...
DESCRIPTION
Presented by Joe Gollner at Documentaton and Training West, May 6-9, 2008 in Vancouver, BCGlobal markets are rapidly erroding "English only" markets. It is only a matter of time before something you write or create will reach a non-English speaking audience. Find out how to prepare your content so that your ultimate audience will grasp your intentions, even if they don't speak a word of English.This session is appropriate for anyone who creates technical content, be it distributed via paper, PDF, the web or mobile devices. Many North Americans have become complacent due to a monolingual environment that has lulled some of us into using "worst practices" in writing and document structure. In addition, 8.5 x 11 paper is often the unconscious lens we view our content through. (How many times have you caught yourself writing just one more paragraph to reach the bottom of the page?) Learn how to overcome these barriers and use a few simple principles and common sense to "frame" your content in the most effective way for translation, localization and globalization. This session is not another sales pitch on how much you need your translation vendor; it is a nuts and bolts "how to" session on getting your content act together for the broadest audience imaginable, the entire world.TRANSCRIPT
5/8/2008
1
Beyond Localization and Globalization:Communicating with Everybody
C C
DOCTRAIN WEST, Vancouver, BC May 2008
How to Create and Manage Content Assets for a Global Audience
Maxwell HoffmannProduction LeadWelocalize
Globalization a
The world is flat: Do you know where your customers are?
nd You
You are Here
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2
QU
IZ: HO
WM
UC
• Where did these people come from?
CH
DO
YOU
KNO
WA
BBO
UT
GLO
BA
LA
BO
UT
THE
PR
E
• Hoffmann’s Relevant Work History
• 1700 BC: worked in Cuneiform for Hammurabi
• 1125 BC: published “B k f th D d”
ES
EN
TOR:
“Book of the Dead” on papyrus, first paper back
• 50 AD: introduced hinged wax tablets in Rome; world’s first “laptop”
• 1250 AD: first pantone color catalog for illuminated manuscripts
• 1886 AD: beta-tested hot type for Mergenthaler
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3
WE
LL, RE
ALLY
• 1970s Graphic Artist and typesetterTrained/installed 1980s Digital
About the Presenter, for real
Y …
.
• Trained/installed 1980s Digital Typesetting (fonts)
• Late 1980s UNIX-based publishing (coding)
• Late 20th Century: FrameMaker, SGML, XML
• XXL (then lost 35 pounds)• Transition into Localization
(11 years)• Trained over 1,250 people on
publishing solutions
REACHING A GLOBAL AUDIENCE SHOULD BE OBVIOUS…
BUT…
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4
THE WORLD HAS CHANGED …
and we haven’t…
WHY DO SOME MANAGERS RESIST GLOBALIZATION?
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5
Boom
ers grew u
Majority of budget gate keepers are still Baby Boomers (or almost):
– Common subconscious “memories” of:• No business with Russia/Eastern Europe• No trade with China p in a different w
orld
No trade with China• USA an unchallenged, economic power• Homogenous communications:
– 3 major TV networks, – a few dozen national magazines; – monolithic marketing message
“E k E li h”• “Everyone speaks English”(even “Mr. Ed”)
Boom
ers grew u
What about non-Boomers?– No problem, they’re focusing on the never ending
stream of “rich” content in American media that keeps you completely aware of world affairs
p in a different world
The arms race
The situation in Africa
World leaders
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Globalization: a c
Late 20th Century Developments• End of the Cold War
– Capitalism reaches Eastern Europe– Chinese economy goes global confluence of events
• European Union becomes major economic force• GATT and WTO (General Agreement on Trade and
Tariffs and World Trade Org.)• NAFTA (Canada/USA/Mexico trade) and immigration• Web and Internet erase boundaries and redefine
supply chainssupply chains
Former S
oviet Re
Markets not thought of 15 years ago:
From the former Soviet Union:
epublics become via
Significant “Soviet Satellite” Languages:
•Hungarian
P li h ble markets
•Polish
•Czech
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What about C
h• Fourth largest economy• Manufactures half the world’s motorcycles• Some predict will be No. 1 economy by 2050• Read “A Year Without Made in China” to see impact on
consumer goods in North America ina?
consumer goods in North America• Manufacturing supply chains are now permanently
multinational and multilingual• What happens when English
source isn’t concise and clear before translation into Chi f t i i t ti ?Chinese manufacturing instructions?
What about E
u
• The EU has 23 official and working languages: – Bulgarian, Czech, Danish, Dutch, English, Estonian,
Finnish, French, German, Greek, Hungarian, Italian, Irish, Latvian, Lithuanian, Maltese, Polish, Portuguese, Romanian, Slovak, Slovenian, Spanish rope?
g , , , , pand Swedish.
• Medical devices and drugs require multilingual labels
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Internet comm
ercTechnology is creating new customers• English speakers now a minority on WWW• Developing countries use cell phones to shop on
internet where there is no electricity
ce eliminates bounda
• Rental kiosks making Internet shopping available to remote regions of developing world
• Shoppers with limited English twice as likely to buywhen WWW site is their own language
• Hispanic (Latin America Spanish) is fastest emerging domestic market aries
Even if all of your content today is “English only …”
… don’t expect that to last long!
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The world is chChange in the last 7 years:• In 2000, the three biggest countries by GDP were the
U.S., Japan, and Germany. • The next four were France, Italy, the U.K., and China. hanging
• Seven years later China made it to the fourth slot.
Future Change
Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
Balance of Langu
• Top 10 economies in 2007
uage/Financial Pow
eer is shifting
Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
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Balance of Langua• Probable top 10 economies in 2050
age/Financial Power is shifting -cont
Quiz
• Question: name the 10 languages for web income, in correct order:
English
• ANSWER
1. English2 Chinese-Simplified
Which languages give you access to 76% of the “on-line” world population
– English– French– Italian– German– Spanish– Japanese– Chinese-Simplified
K
2. Chinese-Simplified3. Japanese4. Spanish5. German6. Portuguese7. French8. Korean9 Italian– Korean
– Russian– Swedish– Portuguese– Chinese-Traditional
9. Italian10.Russian
Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
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Quiz: H
ow do you
active users?
• Question: which 5 languages do you add to English to reach 88% of “spending” Internet users?
• ANSWERreach 88%
of the most
1. Chinese-Simplified2. Japanese3. Spanish4. German5. Portuguese6. French
1. Japanese 2. German3. Spanish (incl. USA)4. French5. Italian
t economically
7. Korean8. Italian9. Russian
“FIGS-J”
Source: “On the Web, Some Countries Matter More than Others” by Common Sense Advisory
GLOBALIZING AND TRANSLATING YOUR CONTENT …
Some definitions
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SO
ME
DE
FINITI
• Locale: “Combination of language, cultural preferences, character set, and other information that describes a particular target market or audience.”
• Localization (L10N): “Process of adapting a product for a particular locale. Usually comes after internationalization in the shape of a package of services ” O
NS
shape of a package of services.
• Globalization (G11N): “Combination of internationalization and localization, as well as implementation of a global strategy from early product development through localization.”
• Internationalization (I18N): “Process of creating (or re-engineering) a system to support multiple locales with a single set of source code Usually a pre requisite for successful localization ”of source code. Usually a pre-requisite for successful localization.
SO
ME
MO
RE
DE
• Translation: “Process of translating, editing and proofing text.”
• Translation Memory (TM): “a type of database that is used in software programs designed to aid human translators. Translation memories are typically used in conjunction with a dedicated computer assisted translation (CAT) tool, word processing E
FINITIO
NS
p ( ) , p gprogram, terminology management systems, multilingual dictionary, or even raw machine translation output.”
• Leveraging: “ability to re-use previously translated content from Translation Memory.”
• Computer Assisted Translation (CAT): “a form of translation wherein a human translator translates texts using computer software designed to support and facilitate the translation process.”
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SO
ME
MO
RE
DE
• Glossary: “agreed upon definitions of key words, phrases, product names. Can be in English only (source) or in target languages as well. Glossaries help linguists to avoid ambiguous or alternate translations.”
• Machine Translation (MT): “performs simple substitution of words EFIN
ITION
S
( ) p pin one natural language for words in another. Using corpus techniques, more complex translations may be attempted, allowing for better handling of differences in linguistic typology, phrase recognition, and translation of idioms, as well as the isolation of anomalies.”
SO
ME
MO
RE
DE
• Simplified English:“a controlled language originally developed for aerospace industry maintenance manuals. It offers a carefully limited and standardized subset of English. ”Benefits:– Reduce ambiguity
Facilitate second language acquisition EFIN
ITION
S
– Facilitate second language acquisition– Improve comprehension for people whose first language is not
English– Make human translation cheaper and easier– Improve computer-assisted translation and machine translation
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YOU CAN CHANGE THE WORLD
… your influence over Localized content …where it all starts
• Text content– Constrained English
• Terminology (glossaries) for agreed upon definitionsP L t d t l t d i• Page Layout and template design– Text expansion in target languages
• Manage Graphics and text layers• Graphics: select economical images• Managing project assets
– Intelligent directory structure– Documented source files
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• Making text content consistent– Supplemental software for authoring:
• Acrolinx (http://www.acrolinx.com/)
• MaxIt (http://www.smartny.com/)
– Increase Translation Memory while authoring:• Developing conventions for frequently
used text• Using DITA topics and/or referenced text
to enforce consistencyto enforce consistency• Intelligent use of CMS (Content
Management System) to use the same text “bricks” over and over
• Glossaries (terminology)– Review existing content– Determine approved wording for key terms
and phrasesH l i t l t d b f t f– Have glossaries translated before rest of content
– Have glossaries reviewed in-country, corrected by translation vendor
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• Page Layout and Text expansion– Some target languages increase word count
or text expansion by up to 30%– Containers like multiple columns, table cells
and “boxed text” magnify the problemand boxed text magnify the problem– Leave “breathing room” near bottom of page
in English source files
ENGLISH RUSSIAN
Demo: \TEMPLATE OPTIMIZE\SAMPLES
• Text Layer GFX • Bitmapped Graphic
Source art (*.ai) files have text layers that can be edited for translation
GOOD BAD!!
Graphics converted to bitmaps have no text. Note that *.eps files can be expensively edited. Usually text “band aids” have to be manually pasted over “text”
5/8/2008
17
HO
ST
• “But, I lost my source Illustrator file! All I have is PDF!”
TCP Interface
No problem: we’ll just save the PDF to *.eps and bring it into Illustrator
Interface
Host Interface
GUI Layer
Now we can edit the “text l ” NOT
DSL backup
Cropped PDF of Graphic *.eps in CS2 Illustrator
layer” …NOT
• Things to avoid with Graphics:
• Text as “artwork”
• Containers that must desktop user interface
expand with the text
• Locale-specific people pictures
• Avoid body parts for
Schreibtischbenutzeroberfläche
y p“gestures”
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• Managing project assets– Use documented directory structure
Sample InDesign project Sample FrameMaker project
There is no “standard” for project directory structure. Document it and be consistent.
• Have you ever seen a presentation without a (shameless) plug?
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• There is more to it than this …– For further assistance, contact:
• You can see us live on The Content Wrangler! (DocTrain Life)
Click here for a fascinating news video on L10N
5/8/2008
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AB
OU
TW
ELO
CA
About Welocalize:Welocalize offers Integrated Globalization Services for faster international time-to-market and A
LIZEspecializes in the Enterprise Applications, eLearning, Life Sciences, and Media & Telecommunications industries.
Our services include globalization consulting, translation, localization, and testing solutions for content, business materials and systems including software, multimedia, learning services, and mobile applications.
CO
NTIN
UO
US
PR
Distributed Production Centers
RO
DU
CTIO
N
• Worldwide Presence• Wash DC Beijing• Portland Tokyo• San Francisco Dublin• Seattle Germany
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CO
NTA
CT
INFO
Contact Info:Maxwell HoffmannProduction LeadWelocalize735 SW 20th Place, Suite 250Portland, OR 97205503.274.2211 work301.693.7728 [email protected]