Climate change: seeking an impossible solution?

As the old year draws to a close and a new one fast approaches, it is a good time for reflection on the past and hopes for the future. Elections and climate change discussions will feature strongly in 2015.

In November 2013, I attended an event at the British Library aimed at inspiring new entrepreneurs. My lasting takeaway was that even the most tumultuous start can lead to spectacular success. Lord Young emphasised the attraction of being in charge of your own destiny. Today, he appears in the New Year's Honours' list for his 50 year contribution to British public life. Margaret Thatcher famously said of him that "other people bring me problems; David brings me solutions". Solutions are just what every client wants to their business problems. Translators and interpreters are often key players in working towards such solutions.

There is a tendency in the world to think that we cannot change things. The advantage of getting older is that you can remember any number of times in the past when people said something couldn’t, shouldn’t, wouldn’t ever be changed… when the world seemed on the brink of disaster … and then something or someone budged.  The collapse of the Berlin Wall was just such an example... and yet we celebrated its 25th anniversary this year.

Let me share my somewhat ambitious wishes for change in 2015:

1. Greater world peace has to be high on the 2015 agenda. (I am no Miss World). I would like greater harmony to be won with recognition for the value and role of professional translators and interpreters.

2. As a mother with an interest in the world after I am long gone, I would like to see a little less focus from our politicians on short-term economic gains and the next elections. We need some true statesmen and stateswomen with more selfless ambitions and greater solutions in the run-up to the UN's climate talks in Paris at COP21

To quote Nelson Mandela: It always seems impossible until it is done.

Let's believe we can change our planet's destiny and come up with the long-term solutions.

Karen Andrews runs
Anglicity Ltd. She is an
entrepreneurial French
to English translator,
content writer,
marketer and Mum.
Her home city of
Bristol will be
inspiring change
as 2015's
European Green Capital.
Contact: karen@anglicity.com


What are your wishes and resolutions for the world 2015?

1914-2014 : Liverpool se souvient

Cet été, la ville anglaise de Liverpool et Nantes, la française, ont commémoré la Première Guerre mondiale. Avec mon fils cadet, nous avons passé un week-end mémorable à Liverpool parmi un million de visiteurs. La ville a su mettre en scène l’évènement avec élégance… et un petit coup de main de leurs amis français.

 

Les marionnettistes du Royal de Luxe et la Petite Géante

Trois générations réunies

Ce sont ses habitants qui font de Liverpool une ville particulière. En effet, ils savent faire preuve d’un esprit, d’une chaleur et d’une force uniques. Quand mon fils et moi sommes arrivés à la station Lime Street, la ville grouillait déjà d’enthousiasme. Nous avons apprécié cet accueil et les conversations engagées dans la rue avec de parfaits inconnus. Des familles entières étaient réunies dans les rues — enfants, parents et grands-parents. Les plus jeunes attendaient calmement et gentiment malgré leur évidente impatience.

La compagnie théâtrale de Nantes

De nombreux spectateurs se sont remémoré la précédente visite des Géants à Liverpool pour le centenaire du naufrage du Titanic. Les gens étaient si heureux de les revoir que bon nombre d’entre eux ont assisté à chaque journée ou presque de commémoration. Certains ont même reconnu avoir versé quelques larmes en écoutant l’histoire du Pals' Battalion de la ville.

Liverpool est attachée à la compagnie théâtrale nantaise Royal de Luxe, et à Jean-Luc Courcoult, son directeur. Trois marionnettes géantes, une grand-mère, une petite fille et son chien El Xolo racontaient cette histoire. L’énergie des marionnettistes français m’a stupéfiée. 

Les familles observent la procession de la Grand-mère

On dit souvent que seul Londres et les autres capitales du monde peuvent organiser de grands évènements culturels et sportifs. Je ne suis pas de cet avis, mon fils non plus d’ailleurs. Un supporter de Liverpool pourrait-il visiter la ville sans passer par le stade d’Anfield ? (Désolée pour les fans d’Everton) Le football coule dans les veines de la ville. Mon londonien de fils était ravi de prendre une photo du maillot de Steven Gerrard. 

  

Un fan de Liverpool photographie le maillot de son idole

Le vestiaire était étonnamment sobre, ce qui nous a permis de constater que le glamour ne l’emporte pas toujours.

Cette ville sait aussi reconnaître certaines réalités. Ainsi, elle fait face à son passé dans le Musée international de l’esclavage. Même au sein du musée Anfield et ses vitrines chargées de trophées, des hommages respectueux sont rendus aux vies perdues lors des catastrophes de Hillsborough et Heysel.

Les coquelicots en céramique de la Tour de Londres sont particulièrement créatifs et impressionnants. Liverpool a souhaité une commémoration différente et qui attire l’attention de ses habitants. Le Giant Spectacular était gratuit et des familles entières pouvaient assister aux évènements. Ils ont écouté l’histoire de leur ville, oubliée ou inconnue de beaucoup. Je suis certaine que 2014, et donc 1914, resteront gravés dans les mémoires des enfants. Les excellents musées de la ville sauront leur permettre de les revoir et de raconter à leur tour cette histoire à leurs enfants.

Des vies perdues dans les Flandres

La compagnie théâtrale française a retransmis la réalité du Pals’ Battalion de Liverpool comme aucun mémorial n’aurait pu l’égaler. Désormais, les sacrifices et les souffrances de nos ancêtres auront plus de sens.

 

Les tranchées des Flandres où tant de soldats se sont sacrifiés

 Traduction de l'anglais par Céline Petit

1914-2014: Liverpool remembers

The English city of Liverpool and the French city of Nantes commemorated the World War I anniversary together this summer. My younger son and I spent a truly memorable weekend in Liverpool along with one million other visitors. Liverpool staged the event in style... with a little help from their French friends.

Nantes' Royal de Luxe puppeteers with the Girl in Liverpool

Three generations together

Liverpool is a special city because of its people. Liverpudlians have a unique blend of wit, warmth and resilience. When my son and I arrived at Liverpool's Lime Street station, the city was already abuzz with excitement. We felt very welcome. Complete strangers just started up conversations with us. Whole families were out on the streets together - children, parents and grandparents. The children waited patiently and politely despite their obvious excitement.

Nantes theatre company

Many spectators recalled the previous Giants' visit to Liverpool for the centenary of the sinking of the Titanic. Such was the enthusiasm for their return that many attended nearly every single day of the commemorations. They admitted to shedding tears over the tale of the Liverpool Pals' Battalion.

Liverpool has taken the Nantes theatre company, Royal de Luxe and director, Jean-Luc Courcoult to its heart. Three giant puppets told the tale: Grandmother, Girl and Xolo the dog. I was amazed at the energy of the French puppeteers.

Families watch the Grandmother in the procession

It is often said that only London and the world's other capital cities can stage major cultural and sporting events. I beg to differ. My son certainly does. How could a Liverpool supporter visit and not do a stadium tour at Anfield? (Sorry Everton fans). Football runs in the lifeblood of this city. My London-born son was delighted to take a picture of Steven Gerrard's shirt.

 

A Liverpool fan takes a picture of his hero's shirt

The home dressing room was surprisingly subdued. It just goes to show that glamour does not always win.

This city does not sweep things under the carpet. It confronts its past in the International Slavery Museum. Even within Anfield's museum with its bulging trophy cabinets, there were respectful commemorations to the lives lost in the Hillsborough and Heysel disasters.

The ceramic poppies at the Tower of London are spectacularly creative and impressive. Liverpool handled its 1914 commemoration differently, in a way that captured the attention of its people. The Giant Spectacular was free and whole families were able to watch the events unfold together. They heard a story about their city that many had forgotten or never knew. I have no doubt that 2014, and therefore 1914, will live on in the memories of the children there. The city's excellent museums will be able record the events for them to revisit and retell the tales to their children. 

Lives sacrificed in Flanders

The French theatre company brought the reality of the Liverpool's Pals Battalion to life in a way that no memorial could ever do. Now the importance of ancestors' sacrifices and hardships will have greater meaning.

Flanders' trenches where so many died

Time to make the big jump?

To the best of my knowledge, there is not another person who can provide a near 360º view of the translation industry. I have worked as a translation project manager in marketing agencies and as a translation buyer working closely with translation agencies, freelancers, large multinationals and their overseas offices, IT developers, DTP operators, printers, etc. I have been, (oh dear me!), a client. I am now a freelance translator. I am not aware of someone with a similar career switch.

Attending a translation industry event early after the career change, my first impression was how much translators and interpreters rant - and I mean really rant - about their clients. For most of my career, my role has been facilitating communication between clients or stakeholders, agencies or freelancers. Clients rant about translators too. They just don't generally write or speak about their experiences. When they do, I get the impression that they learn to shut up pretty quickly. Argue with wordsmiths at your peril.

As was recently drawn to my attention, it shouldn't feel like changing sides. Both sides should feel that they are on the same side. Moving home this summer, I was struck by how poor client service has often become. There are so many automated call-lines. Press 1 for this, 2 for that, 3 for something else, etc. Having pressed 2, you get another complete set of decisions. Then you get charged a premium rate for the privilege of waiting around. When you reach a human voice, they can't help much because they often don't have access to all necessary areas of the computer and you have to wait for another operator. Many companies are geared up to their own maximum efficiency. Arggh!!! Come on translators and specialist small agencies, clients won't like machine-automated translation services anymore than they like automated call centres. The big agencies don't provide a tailored, personal service. They are aimed at a different sector of the market.

Clients are human. Many highly educated clients are at sea when it comes to handling translations. It is hard to trust when you cannot understand the end-product. When the translation process runs smoothly, no-one comments. When it goes wrong, you can guarantee that everyone all the way up to the CEO knows about it.

Translation therefore becomes a poisoned chalice. It is a hot potato that no-one wants to handle. A failed translation project has the potential to ruin the career of someone who cannot judge whether the product is good or bad. It frequently gets caught up in all sorts of internal political wranglings that have nothing to do with the words on the page.

Translators do not help the situation by arguing pedantically over one word or being hypercorrect over a grammar point. Frankly, some translators treat clients like complete idiots, not respecting that their client has a skillset, knowledge and experience that goes far beyond grammar and languages. Is it surprising that a client switches off?

There is a tendency to see client changes as purely stylistic. Some are. However, 15 years on different sides of the industry show me that something is missing in the service.  Even the best translation often leaves a client or local office dissatisfied. It strikes me that while many fear the impact of technology on our industry, the answer to our survival is to deal with this dissatisfaction. Even the best future machine translation cannot hope to get beyond human capabilities then.

Since my career switch, I have been listening, observing and researching intensely for the solution. It is a strange situation to have much knowledge and experience of the translation industry, but to have been reduced to the status of recently graduated newbie. It is an eye-opener. I have the utmost personal respect for long established and very experienced translators. However, the situation for setting up a freelance business today is very different to their experiences, as related in my recent ITI Bulletin article on internships. It is sometimes odd to think that I may be with translators who have worked on my projects in the past. As the work was usually through agencies, we do not realise that we have worked together many times.

Lack of communication and trust is at the heart of many of the issues in the industry. I am well-accustomed to clients' lack of trust of the translation industry. I have been astounded by the lack of trust shown between agencies and freelancers. At times, I have been absolutely flabbergasted that freelancers do not even trust each other. Everyone sees everyone else as a competitor.  Yet, we all have different strengths and weaknesses. As a project manager, I knew to place different types of work and subject matter with different agencies and freelancers to play to their strengths. Not all clients do this. Many agencies take on work for which they are not suited and claim to be able to do everything. When they fail, the client is not just dissatisfied with a single agency or translator, he learns to take a dim view of the whole industry. And then he doesn't want to pay...

In discussions with experienced translators I find that many already do much of what a client needs without theorising about it. They warn their clients that something will not work for cultural or linguistic reasons. We need to take that further to understand more about the client's whole project and issues that our work fits into.

When working on my own bilingual website, I really struggled to find the advice and information that I needed. Clients struggle even more. Most multilingual websites are carbon copies in each language. Yet, my project management experience teaches me that this does not work.  Cultural expectations are different. Corporate branding wants consistency across nations. I remember working on a brochure and fact sheet that was intended for the US, South America, Italy, France, Spain, Switzerland, Nordics and Japan. The Japanese office sent an example of a document that they liked. It was full of bright, pictures and not as dense in copy as our US versions. We had to compromise on merely introducing a corporate history section. It was of great importance to the buying decisions of our Japanese clients to display a solid corporate history. A machine translation could never hope to help a client to depart from a source text in this way, only human translators and language consultants can.

When I compare French and English marketing materials, they vary not just between our two countries, but also between industry sectors. The rate of digital progression is different between countries and regions.  The devices used are different. The preferred advertising methods are different. And that is just between France and the UK. What if translators were able to inform clients well beyond a word for word translation on the page? Somehow I suspect that there would not be quite so much ranting around.

When you make a split-second decision to click on a Twitter link what makes you do it? It is usually a deep emotional connection of some sort. I have been somewhat surprised by some reactions to my blogs and tweets. What is the point in writing a bland blog? You want to incite some sort of debate with a blog. The translation industry is largely formed of language-loving introverts. Speaking out is largely seen as political or ranting.

One of the difficulties in writing or tweeting is in how much of ourselves we should reveal in a professional context. The financial industry is very conservative, environment and innovation twitterers are much freer. Apparently, many in the translation industry feel that I am being too political or too much on the client's side. Funny really, in one past appraisal, I was accused of being too much on the translators' side. If you met me, you would soon find that I am unsure of more than the basics of political policies. My Twitter feed reflects my eclectic range of interests. It may appear erratic and undisciplined against standard marketing advice. It is authentically me - not a rigid and anaesthetised, fluffy marketing strategy. It reflects the people, places, interests and issues I care about. You don't reach, (how shall I say it?), a certain age without developing quite a range of interests.

At school I would not say boo to a goose. Countless reports described me as "quiet". Until the day, my parents had had enough, complained that there was much more to me than that and the school simply wasn't making an effort. Well, my tutor baited and challenged me for the rest of that year. The next report mentioned "my mischievous sense of humour".  There is much more to clients beneath the surface too to connect with.

I like writing, blogging and tweeting about issues that I care about. I care about being British and a linguist. I care about social (not political) issues that affect my family. I care about education, because I have children. I care about the healthcare, because my family have had both good and bad experiences. I care about the disabled, because one of my sisters is disabled. I care about linguists (especially the plight of the British linguist), because I have struggled throughout my career to maintain my languages. I do not find that focus group reports reflect my experiences accurately. Twitter suits the life of a busy professional woman. It is a great channel for comment, to reach out and speak out.

From my own personal experiences of setting up as a freelance translator, I now know that the ranting has some very real foundations. The translation industry needs a major realignment in its pricing to meet client expectations in the future. We need to secure the succession of the next generation of translators and interpreters on a liveable wage. It is very necessary to speak up (or "rant" if you prefer). It is possible to push for changes by working together.

At the 2014 FIT conference, one agency spoke of being under considerable pricing pressures. Yet, once when I budgeted for an increase, not a single supplier asked for one. One freelancer worried about the pricing discussions in the industry, even insisted on a price reduction. It's a trifle tricky to increase someone's rates when one's performance is measured by reducing costs. When working in marketing agencies, I would persuade clients to spend more on a quality translation and look for the savings in a more cost-effective revision process, multilingual design and production costs. 

Change is possible.

  

Bristol: 2015 European Green Capital

Historically, Bristol has had a flair for innovation. My home city in the West of England has its own unique character and sense of fun. On 4^th May 2014, a hilly, city-centre street was closed to traffic and turned into a giant waterslide. The event was part of the local council’s Make Sundays Special programme. The pictures of Bristolians sliding went viral on social media.  A positive image of the 2015 European Green Capital was broadcast not just locally, or even nationally, but globally.

The potential of a green, traffic-less city received active promotion. This communications success clearly shows that green policies can spread from small, local initiatives. The memory of a great day without traffic will live on in the collective, local memory. Hopefully, other European cities will be inspired to carry out similar ventures.

Global warming concerns

Not all great initiatives have to be disseminated from a nation’s capital city. There is often a greater sense of belonging outside the capital. I have spent my entire working career in London, but my sense of “home” is still firmly rooted in the West Country. The potential consequences of global warming hit me this summer when I saw the flooded Somerset levels. Global warming maps seem to predict that my beloved Somerset may be permanently under water in the future.

Brunel: a great innovator

Bristol has strong historical connections with innovation. The city is closely associated with the engineer Isambard Kingdom Brunel, the second most famous Briton. His Clifton Suspension Bridge still stands as the city’s most famous landmark (see above). Brunel is also renowned for the Great Western Railway linking Bristol and London and the steamship SS Great Britain.

Bristol and the New World

Bristol even lays claim to the discovery of America. Christopher Columbus did not land in South America until 1498. Italian-born John Cabot sailed from Bristol to discover Newfoundland and thus North America in 1497. Bristol’s merchants financed his voyage. It has even been claimed that America was named after Richard Amerike.

Nantes sets an example

Bristol has played a great role in British maritime history. The city’s past is not all glorious. It cannot be denied that Bristol grew wealthy as a result of the slave trade. There remains some unease in Bristol as to how to handle this past. The French city of Nantes perhaps showed the way by confronting its role in the slave trade with its Memorial to the Abolition of Slavery. Nantes took the lead as the European Green Capital in 2013. The city won recognition for its leadership in water management and waste recycling.

Bristol setting an example

We Bristolians are immensely proud of our city. Like many of us and many other cities, Bristol has both great and unsavoury elements in its past. Environmental concerns mean that we all need to reform our habits. We can all do our bit. Going green may mean choosing the long-term over short-term option. We may have to select a more expensive energy efficient, environmentally friendly product. We need to make conscious efforts to recycle and walk or cycle instead of taking the car.

Bristol is looking forward to leading the way as Europe’s Green Capital in 2015. Take a look at Bristol's modern digital website revealing plans already under way.

What green initiatives should Bristol take in 2015?

How does a translator get geekier?

Geekier? Is that a word? Geek, geeky, geekier, geekiest, most geekiest... It’s important to speak the lingo for technical translations.

Traditionally, linguists follow arts and humanities. This can leave a gap in technical understanding. At the recent BP14 translation conference in Budapest, a translator asked how to develop their technical knowledge. 

 As I get geekier by the day, I outline below tips to make that transition.

1. Work experience outside translation

Gain work experience outside the translation world and academia. Build up knowledge of other industries and technical terminology - e.g. I learnt a lot about glass technology and pharmaceuticals at Saint-Gobain. My induction training included factory visits to see the production lines, cleanrooms, etc. 

2. Contract work with engineers and other techies

Taking on a short-term contract job in a technical field can also help develop technical knowledge - e.g. I once worked on a helpline between engineers and hospital laboratory staff at Olympus Diagnostic Systems.

3. Attend trade fairs

A trade fair is a great place to ask questions about new technologies and trends. The range of seminars can be very informative. You can pick up useful literature too. Once you are on the organiser’s mailing list, you are often invited to more niche events.

4. Get hands on with products

It is much easier to translate product information if you have actually seen and used the product. A tractor manufacturer once sent me on a product familiarisation course. The client met all expenses for a whole week, as he placed great value on having informed staff at his marketing agency. 

It is a pity that translation is often an afterthought. Product familiarisation courses are rarely offered to translators. You can always ask. The client may welcome such an initiative. Alternatively, go and see the products in stores or showrooms locally.

5. Be your own IT Helpdesk

As a freelancer, you have to become your own IT helpdesk. Develop your own website. Learn by trial and error. You soon appreciate the ingredients for good online technical instructions, videos and helplines.

6. Read, read, read

I make a point of reading material in my specialist areas almost on a daily basis. I often find breaking tech news on my Twitter feed. I then follow such leads to websites and technical papers. 

7. Study a technical subject

I took the deliberate step to develop my technical translation skills by studying an MSc in technical translation at Imperial College London (now at UCL). It is a great pity that there are not more of such courses.

Of course, you could also take a diploma or even another degree in a technical subject too. A local car maintenance evening class might prove useful for automotive translations. There is also an increasing range of online technical courses and webinars available.

8. Friends and family

Don’t neglect the value of chatting with friends working in technical fields. I am lucky to have scientists and engineers in my immediate family. My tech-mad teenagers are good at keeping me up-to-date with the latest social media trends and apps. 

9. Ask questions

Stay curious. Professional translators are not afraid to ask questions. Experienced translators often highlight unclear or inaccurate text with their questions. Technical knowledge can be a curse when targeting customers or research funding. A technical translator/writer can develop into an indispensable sounding board and project partner.

10. Get familiar with Star Trek and Star Wars

I am only half jesting here. These days when you mention translation to a geek, their first words are about Google Translate. So have your lightsaber at the ready. Explain why the universal translator will never replace heroic, human translators.

Beam Scotty back down to earth. 

Do you have any additional tips for increasing technical skills?

Cultural understanding: a safer world in female hands?

“Everyone speaks English”. There is a tendency for the Americans, British and Irish to dominate meetings. Meeting styles and etiquette vary from country to country.  Silence does not always mean agreement. Attempting to learn another language teaches you respect for those who confidently or bravely speak yours at the very least. Listening with cultural sensitivity is the most important skill of all.

A thaw, please?

It is precisely because I have studied other languages and cultures that I am uneasy about the rhetoric from the US towards Russia. Threats only hasten another Cold War or worse. We need a thaw on the Russian side for dialogue. Was it not a Russian who won enormous respect in the Western World for initiating the end of the Cold War? Why as we approach the 100^th Anniversary of the First World War, do we appear to be on a slippery slope towards the Third? Why can’t Putin and Obama have a fireside chat like Gorbachev and Reagan?

We all have loved ones

Are we going backwards? Is there a lack of cultural understanding here? Despite cultural differences, it is important to remember that the other side have loved ones they really care about too. Today, every world crisis beams the dead, dying and distraught live into our living rooms. We see the suffering of the Syrian children and displaced refugees in our homes.

In any crisis, it is important to remember that wounds can take generations to heal. Children learn at their grandfather’s knee of past crimes and injustices. I remember how my own grandmother spoke with vitriol about Germans. During the Second World War, she defiantly stated that she preferred the comfort of her own bed to that of the Anderson shelter. "The Germans could bomb her in her bed if they were going to". Yet, my fiery Welsh grandmother could not hate the German exchange student who visited us decades later. Ingrid was a child like any other - no different to her own grandchildren.

Rhetoric and misery

Heavy-handed political rhetoric can come back to haunt us. That is not to say that we should appease a murderous foreign leader. We know the lasting misery caused by the Holocaust, and ethnic cleansing in the Balkans and Rwanda. Old wounds have come back to haunt Ireland this week. When will Israel and Palestine achieve lasting peace?

I am surprised that the first African American US President would make jokes about his Kenyan roots. Ghanaian Kofi Annan, the former Secretary-General of the United Nations, speaks English, French and several tribal languages. Barack Obama apparently speaks none.

I was appalled to read that the US President has jokingly made reference to the missing Malaysian plane. How insensitive. Those poor families from China and other nations may wait years to know the true fate of their loved ones.

I remember the Swiss Air Disaster of 1973. At the time, I lived in Axbridge, Somerset (UK). Forty local children lost their mothers. The suffering and repercussions lasted long after the Media scrum had left the village square. They were able to bury the dead in Somerset at least.

My own mother could have easily have been on that shopping trip to Basle. My best friend’s mother was one of just 37 who survived out of 140 on the flight. I still remember how we listened in numb shock for further news on the radio. We didn’t wait as long as the distraught relatives in Malaysia. We all remember seeing a family friend on TV. The newly widowed father of three young girls wandered in shock among the coffins. The Swiss were very generous, but our local community was devastated.

Unprofessional humour

In recent weeks, I have been astounded by some of the rhetoric and cultural faux pas emanating from Washington. Self-deprecating humour is common in Britain and America. However, it is regarded as unprofessional elsewhere. I am lucky to live in a democratic country. In Britain and America, we can question the behaviour of our leaders. So Mr President, I do not believe that the leader of the Western World should act like a stand-up comedian on camera. The eyes and ears of the world are always on you. As you joked, they were still retrieving children’s bodies from the South Korean ferry disaster.

Quiet female diplomacy

While the rhetoric is flying over Ukraine, a British woman is working more quietly and effectively for peace in the world’s troubled spots. She may not be a polyglot or full of rhetoric, but respect for other cultures and quiet tenacity behind the scenes can take you far. Catherine Ashton has risen from a Northern working-class background to become the much respected, first High Representative of the Union for Foreign Affairs and Security Policy and Vice-President of the European Commission.

Progress is slow in the world of diplomacy. It can take generations. It can also be destroyed in an instant. If we want more peace in the world, it seems that we need less rhetoric and more women in high positions.

Quantitative easing explained visually

The financial world loves to play with words. Jargon is rife. It is rarely static. It mutates constantly or dies a sudden death. 

To the outsider, financial terms are often impenetrable. Even an insider can go on holiday and return out-of-touch two weeks later. Recent glossary research uncovered a wealth of videos on financial topics to share with followers.

Financial reporting often mystifies the general public. The economic crisis has left ordinary people with a deep mistrust of the banking world. Quantitative easing causes particular bewilderment. A US video from 2010 with over 5.7 million viewings conveys that sense of bewilderment in a humorous and irreverent way:

Quantitative easing explained

Quantitative easing is an unconventional monetary policy. It is often seen as controversial. The unconventional is now apparently conventional. The Federal Reserve, the Bank of England and Bank of Japan have all used the policy. The European Central Bank may soon resort to quantitative easing. One of the Bank of England’s external policymakers has just claimed that quantitative easing increased the UK’s GDP by 3%.

http://www.telegraph.co.uk/finance/bank-of-england/10773681/QE-has-boosted-UK-growth-by-3pc-says-Martin-Weale.html

Quantitative easing is often described as printing money. The aim is to increase the money supply in the economy. No actual money gets printed. These days the money is injected into the economy electronically.

Younger generations are much more likely to watch a short explanatory video than read a turgid glossary or lengthy text.  HP has an excellent paper on the power of visual communication.

http://www.hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf

The Bank of England has issued just such a video to explain how quantitative easing works:

http://www.bankofengland.co.uk/education/Pages/inflation/qe/video.aspx

Terminology often needs to be accessible to several different target audiences. A company or institution may need to use different terms in targeted communications. Traditional glossaries have advocated a single, consistent term. Modern marketing communications are increasingly personalised. The fund manager’s in-house terminology is not appropriate for some audiences. Terminology management will need even greater flexibility in future.

The new banking era requires greater transparency. Greater use of short videos to ease understanding of financial terminology for different audiences would seem to be an ideal way forward.

What do you think?

Transcreation = Translators + Teamwork

On the evening of 24^th March, Creative Culture held an inaugural Transcreation Gathering at the Durrell Arms in Fulham. The turnout was excellent. The evening was very friendly, interactive and collaborative. The benefits of teamworking for transcreation were very apparent by the end of the evening.

Founder Mel introduced the evening. Roz and Julia then opened a debate about transcreation. They used slides, a flip chart and even a Venn diagram to help shape and capture our thoughts. What is transcreation? What comes to mind? Overlaps? When would a client choose transcreation over translation?

All translators present were invited to share their experiences of creative projects - within the confines of client confidentiality of course. Examples on the night came from French and Russian. When translating between French and English, it may be necessary to shorten sentences and use a less florid style. Limited headline space can be particularly tricky in Russian adverts. Sometimes deleting text is unavoidable. Pre-set client visuals impose considerable restrictions. Jokes can be especially tricky and sometimes have to be dropped altogether.

Transcreation is not easy to define. Born of globalisation, the term has come into use relatively recently. It is most definitely not a literal translation. Transcreation attempts to capture the style, tone of voice, phrasing of the original text. Visual elements have to be taken into account too. Balancing the client brief against the possibilities within another language and culture can be challenging.

After the break, we were split into three teams. Each team comprised a mixture of different nationalities. One of the Creative Culture team sat at each table for guidance. We were given a visual of a VW car key. We had both a verbal and detailled written brief. Each team had to create 3-4 headlines for an advertisement. I found myself “volunteered” as team leader of the Blue Team. Creative Culture is a demanding client: only 15 minutes for our creativity! 

Were our creative juices restricted as all the team had to work in English? Not at all. Many ideas had their roots in other languages. Indeed, the Blue Team’s best headline was very much a collaborative effort. It combined several suggestions from different team members.

At the end, each leader presented their team’s most creative suggestions. The difficulties in meeting all elements of the brief in a single headline were apparent. Which headlines held the most masculine appeal for the male target audience? Which words did all teams use? Which headlines were totally original? The comparisons were fascinating.

We ended the evening by voting for the best headline. We were each invited to stick a little pink heart alongside our personal favourite. Voting for your own creations was banned. On leaving, there was a nice little row of hearts against the Blue Team’s best effort.