Language and Brand: Problems for Localization

The language used in a product or service has an extraordinary impact on the creation of its brand and on its online success. As localization is a key aspect of a globalized business, attention should be given to the localization of brand language to ensure global consistency. This study explores brand language localization problems in an online help corpus. Specifically, it analyzes the problems posed by the localization of brand names and terms in the pre-translation phase, following Nord’s pre-translation text analysis theory (2012). The main objective of the study is to understand the nature of identified brand language problems (professional purposes) and examine them (research purposes). The method implemented is a qualitative, interpretative analysis of a monolingual corpus in English comprising representative extracts from the Dropbox and Google Drive Online Help systems. The study is part of a wider research project exploring the concept of localization problems in online help localization

Desafíos de traducción en la localización de aplicaciones web

This preliminary study aims at exploring the nature of challenges that translators face when they take on a localization project of a web application. Taking into account that localization is an activity constrained by time, process and economic resources, translators need to make use of their full skill set to overcome the various challenges imposed by the source text and the localization process itself. For the purpose of this study, an ad hoc monolingual English corpus composed of the user interface strings of web applications has been used. Since multiple types of challenges are found in a localization project of this nature, this paper focuses on those related to internationalization practices and to constraints imposed by the translation memory segmentation process. Although localization is a mature field and a great deal of guidelines and best practices is available for content creators and tool developers, as found in this qualitative study, localizers can still suffer the consequences of deficient internationalization practices and non-ergonomic translation tools.Este estudio preliminar tiene como objetivo explorar la naturaleza de los desafíos a los que los traductores se enfrentan cuando se embarcan en un proyecto de localización de una aplicación web. Dado que la localización es una actividad condicionada por tiempo, procesos y recursos económicos, los traductores tienen que poner en marcha todas sus competencias para superar los muchos desafíos impuestos por el texto fuente y por el proceso de localización en sí. En este estudio, se ha utilizado un corpus monolingüe ad hoc en inglés compuesto por mensajes de la interfaz de aplicaciones web. Puesto que en este tipo de proyecto de localización existen diferentes tipos de desafíos, este artículo se centra en aquellos relacionados con las prácticas de internacionalización y con la segmentación de las memorias de traducción. A pesar de que la localización es un ámbito de considerable madurez y de que los creadores de contenido y los desarrolladores de herramientas tienen a su disposición un gran abanico de instrucciones y directrices, en el presente estudio cualitativo se concluye que los localizadores siguen sufriendo las consecuencias de prácticas de internacionalización deficientes y de herramientas de traducción poco ergonómicas

Fernandina Filibuster Fiasco: Birth of the 1895 Cuban War of Independence

In early January 1895, Cuban exile leader Jose Marti completed preparations in the United States and the Caribbean to ignite a revolt against Spanish colonial despotism in his homeland. Three vessels were chartered in New York and Boston to retrieve hundreds of weapons from a warehouse in Fernandina Beach, Florida, and board contingents of Cuban revolutionaries in Key West, the Dominican Republic, and Costa Rica to disembark on the island in conjunction with nationwide internal uprisings. During the previous forty-five years, Cuban patriots had been launching dozens of similar military filibuster expeditions from the United States, which the federal government moved to suppress for violating the Neutrality Act. The Fernandina affair ran into trouble when New York\u27s World revealed parts of the conspiracy and the local collector of customs reacted by taking legal steps to seize the weapons, have the sailing charters revoked, and detain Marti and his cohorts for questioning

Cuban Exiles in Key West during the Ten Years\u27 War, 1868-1878

The upheaval of the Cuban Ten Years\u27 War (10 October 1868-10 February 1878) prompted the largest number of refugees fleeing the island to settle ninety miles away in Key West, Florida, the southernmost point of the United States. Although the expatriates transformed the physical landscape of the coral and limestone reef and modified its social, economic, and political order, there has been no demographic study or precise statistics on the Cubans in Key West during that decade. Likewise, accurate statistical data is lacking for Cubans in the United States throughout the nineteenth century. In 1870, Key West had the second largest Cuban emigre community. A decade later, the city was the capital of the Cuban exiles and the conspiratorial center for their independence movement. This essay fills the gap in our knowledge on the status of Cubans in Key West during that era by examining statistical evidence enumerated in the United States federal census of 1870 and 1880, according to place of birth, race, age, gender, parentage, marital status, occupation, education, wealth, health, and residence.

Sketching a "Synthesis of Arts". Le Corbusier models New York

Las maquetas de arcilla de René Chambellan y las perspectivas al carboncillo realizadas por Hugh Ferriss serían las encargadas de conformar, verificar y difundir las propuestas para la Sede de las Naciones Unidas del equipo internacional de arquitectos liderado por Wallace K. Harrison. Una forma de preservar en el nuevo proyecto, desde sus primeras representaciones, un estilo y una idea de ciudad, Manhattan. Le Corbusier moldeará él mismo la maqueta de su propuesta 23–A: la ciudad bocetada es otra, antagonista, a la que le acoge. Un año después, realizará junto a Costantino Nivola otro trabajo manual de modelado, los sand–casts, que trasmite, a otra escala, la expresividad directa del material bajo la huella del hombre, vía idónea para los intereses del Le Corbusier post–bélico. Las raíces del modelado y la escultura se alargan en la trayectoria de Le Corbusier hasta su formación bajo el magisterio del escultor Charles L’Eplattenier. Tanto en la maqueta 23–A como en los sand–casts, estas nuevas plásticas se distancian de las delineadas por la luz del purismo y la funcionalidad estilizada. Para Le Corbusier, la arena de la playa o el damero de Manhattan son el soporte para construir una Síntesis de las Artes.Scale–models in clay by René Chambellan and charcoal perspectives by Hugh Ferriss would lead the task of shaping, verifying and broadcasting the United Nations Headquarters proposals from a team of international architects led by Wallace K. Harrison. From their very earliest representations, this choice would preserve a style and idea of the city in the new project, that of Manhattan. Le Corbusier himself would shape his scale–model from his proposal 23–A: the city he was moulding was different, antagonistic, to that which he was fostering. One year later, together with Costantino Nivola, he would make a new modelling craftwork, called sand–casts, which would convey, in another scale, the direct expressiveness of the material under the handprint, the ideal route for Le Corbusier’s post–war interests. The roots of “modelling” and sculpture would extend in Le Corbusier’s career, from his early years under the master sculptor, Charles L’Eplattenier. The 23–A scale–model and the sand–casts, the new “plastiques”, would drift away from those represented by the light of Purism and Functionalism. To Le Corbusier, the sand of the beach or the grid of Manhattan urbanism, were foundations on which to build a “Synthesis of Arts”

Encuentros con… charla con los youtubers Living Postureo.

Living Postureo son Victoria Martín de la Cova (Madrid, 1989) -licenciada en Periodismo y Máster en Guión de Cine y TV- y Nacho Pérez-Pardo (Santander, 1990), licenciado en Administración y Dirección de Empresas (ADE) y master en Producción Cinematográfica. Desde 2017 suben vídeos de contenido cómico a YouTube, y ya acumulan más de 60.000 suscriptores y millones de visualizaciones.Los temas abordados han girado en torno a los inicios de su trayectoria y formato escogido. Así como inspiraciones o influencias (mockumentaries, series, influencers reales…). Asimismo se han tocado temas como el humor como vehículo de ideas, humor y género, los límites del humor y proyectos futuros.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tec

De la Traductología a la Tecnología: un análisis cualitativo de la unidad de traducción en la localización de contenido online

The concept of translation unit has been widely debated in translation studies from different approaches, but the fact that there is not a significant number of empirical studies reinforces the existing disagreement on its nature. In translation technologies, the notion of translation unit does not seem to correspond to classical approaches adopted by translation studies. The present contribution aims to explore these hypothetically opposed notions, focusing on the localization of online content. To that end, this study will examine four theories considered relevant in localization, related to functionalist and cognitive approaches, as well as the technological perspective on the translation unit. To exemplify and test this hypothetical dichotomy of approaches, a qualitative study will be conducted on a number of translation units from a translation and technological perspective

International Variables: Translation Problems for the Localization of Web Apps

In localization, international variables refer to source cultural elements that require a certain degree of adaptation in a target culture, such as date, time and number formats, currencies, colours, images, humour elements, etc. Although localization involves the adaptation of a digital product to a specific market, certain aspects of localization projects (i.e., source file formats, translation tools or project specifications) could become an obstacle to achieving that ultimate goal of localization, even giving rise to errors or culturally inappropriate translations. This qualitative, interpretative study analyses a corpus compiled from the online help pages of web applications to identify and describe potential translation problems caused by international variable

Photographie et maquette chez Le Corbusier. Dialogues entre la création et la diffusion.

De la Villa Fallet en 1907 jusqu’à l’hôpital de Venise en 1965, Le Corbusier a produit des maquettes et les a photographiées, soit pour la diffusion de son œuvre, soit pour utiliser le matériel iconographique comme instrument de travail. La photographie et la maquette apparaissent ainsi comme les acteurs communs de deux scènes qui ont marqué la trajectoire de l’artiste : les lieux de son travail et les espaces de diffusion. La sphère intime et la sphère publique, le moi et l’autre, sont réunies dans ces images nées de l’esprit de Le Corbusier ainsi que du travail de ses photographes et maquettistes, mené en étroite collaboration avec l’architecte pour la plupart d’entre eux. Les différents points de vue photographiques des maquettes montrent que celles-ci jouent un rôle au-delà d’une simulation de la réalité à venir. Comment la maquette est-elle présentée sur la photo ? Comment l’appareil photo se positionne-t-il devant le modèle ? Qu’est-ce qui intéresse l’architecte et le photographe ? Le dialogue entre les deux instruments, l’appareil photographique et la maquette, rend possible l’analyse de l’architecture et sa diffusion, par ailleurs il souligne la dimension plastique de l’objet. La photographie de maquette se démarque de la représentation académique plus traditionnelle du dessin et permet de comprendre les nouveaux processus de projet, à travers la manipulation de la maquette et des matériaux qu’elle occasionne. Il y a là un travail créatif qui demande un dialogue entre l’architecte, le photographe et le maquettiste, au-delà de la commande professionnelle.From Villa Fallet in 1907 to Venice Hospital in 1965, Le Corbusier created architectural models and photographed them, either to be used as media devices or working tools. Photography and architectural modelling therefore serve as actors in both scenes that characterize the architect’s career: his workshops and media forums. Through his intent as well as the work of his photographers and model-makers, who were close collaborators of the architect, Le Corbusier’s photos unite the private and public realms, as well as the self and the other. The different photographic frames demonstrate the use of architectural models as beyond just a simulation of the future building. To what extent is the model built and prepared to be photographed? Heavily related to this are the chosen backgrounds, the bases in which they placed scaled objects to be photographed, the selection of materials and colours to build the models as well as the way they were built. How is the camera placed in front of the model? What is it searching for? Since the camera is placed in several positions and heights in front of the model, attention should be given to the relationship between photographs of the model and more traditional drawing perspectives. There seems to be a dialogue between both tools – the model and the camera – from which a piece of architecture is analysed and revealed. At the same time, the object itself emerges as a work of art, creating a dialogue that goes beyond simulation boundaries and that delves into artistic discourse

OBSTÁCULOS RELACIONADOS CON LA PRÁCTICA DE LOCALIZACIÓN

Localization is a professional activity that occursin a particular context and in specific circumstances. There are no two identical localization projects, as there are no two identical translation projects; however,the conditions that surround this kind of projects are usually similar and, under certain circumstances, they could create obstaclesfor the appropriate development of thelocalization process. These factors or conditions can be: content fragmentation, lack of agreement on the notion of quality, faulty communication in localization projects, and text usability challenges. The objective of this study is to analyze these factors and to explore why they could be an obstacle in the exercise of localization.La localización es una práctica que se desarrolla en un contexto y en unas circunstancias determinadas. Si bien es cierto que no hay dos proyectos de localización iguales, como no hay dos proyectos de traducción iguales, existen una serie de condiciones que rodean a este tipo de proyectos que parecen ser recurrentes y que, en determinadas circunstancias, podrían suponer un obstáculo en el propio desarrollo del proceso. Estos aspectos pueden ser: la fragmentación de contenido, la falta de consenso en la noción de calidad, la comunicación deficiente en los proyectos de localización y los desafíos en la usabilidad textual. El objetivo de este trabajo es analizar estos aspectos y explorar por qué podrían suponer un obstáculo en la práctica de localización