TNB Language Services

1. TNB Language Services

2. “To know another’s language and not his culture is a very good way to make a fluent fool of yourself.” - Winston Brembeck

3. Culture issues: “When in Rome, do as the Romans do!”

4. Culture issues: “When in Rome, speak as the Romans speak!” Most Cultural experts teach that we must “talk their talk” and this is true. If we cannot communicate with another country’s potential buyers, we cannot be successful. So what do we do to overcome this obstacle? We hire people who speak their language. We implement the services of interpreters.

5. Culture issues: “When in Rome, speak as the Romans speak!” • Our interpreters didn’t just “study” in a classroom, they lived in the country of the language they speak for at least 2 years Most experts teach that we must “talk their talk” and this is true. If we cannot communicate with another country’s potential buyers, we cannot be successful. So what do we do to overcome this obstacle? We hire people who speak their language. We implement the services of interpreters

6. Culture issues: “When in Rome, act as the Romans act!” All too often we do not give the necessary efforts to learning other peoples’ culture. How are we alike and more importantly, how are we not alike! Not knowing these answers prevents us from “…doing as the Romans do”.

7. Culture issues: “When in Rome, act as the Romans act!” Culture Tips • Brazil - The “O.K” sign, formed by making a circle of the thumb and index finger is often used to show approval in the US. In Brazilian culture however this is a negative gesture and should be avoided. • Poland - Never put your hands in your pocket, especially when talking with someone: it is considered very rude. • Germany - the fact that certain topics, which are clearly taboo in the United States, like sex, religion or politics are not spared, sometimes even right at the beginning of any business meeting, or during a break. • China - It's better to avoid to talk about politics • Egypt - Don't cross your legs infront of a figure of authority • Mexico - When eating, sample everything that is offered, even if you leave some on your plate, taste and comment about what you like. • Ukrain - Note that Ukrainians use the continental style of holding utensils, with the fork held in the left hand, tines down, and the knife in the right hand at all times.

8. Culture issues: “When in Rome, write as the Romans write!” Demonstrate your desire to "when in Rome, do as the Romans do" by insuring that all of your documents and printed materials are translated by a seasoned professional and "localized" to your target market utilizing all necessary words, phrases, etc. peculiar to your industry.  "When in Rome, write as the Romans write"!

9. Examples of Translations Gone Awry: • KFC’s Finger Lickin Good • = Eat your Fingers Off in Chinese • Schweppes Tonic Water • = Schweppes Toilet Water in Italian • Chevy’s NOVA • = No Go in Spanish • Got Milk? • = Are you lactating in Spanish • Come Alive with Pepsi • = Pepsi brings ancestors back from the grave in Chinese • American Airlines Fly in Leather • = Fly Naked in Spanish • Clairol Mist Stick • = Munure Stick in German

10. Lost in Translation:

11. Lost in Translation: • If you try to speak someone else’s language and get it wrong, they will appreciate you trying and begin to trust you but……….

12. Lost in Translation: • If you try to speak someone else’s language and get it wrong, they will appreciate you trying and begin to trust you but ……. • If you try to write in someone's language and get it wrong, you insult them. Worst of all, it could cost you thousands of dollars, a good client and your reputation.

13. A Rare Find in Translation:

14. A Rare Find in Translation: • Translations need to be completed by a Professional linguist that also knows the dialect, culture, and customs native to the target country.

15. A Rare Find in Translation: • Translations need to be completed by a Professional linguist that also knows the dialect, culture, and customs native to the target country. • The linguist needs to have knowledge and experience of your industry.

16. A Rare Find in Translation: • Translations need to be completed by a Professional linguist that also knows the dialect, culture, and customs native to the target country. • The linguist needs to have knowledge and experience of your industry. • The linguist needs to be IT proficient.

17. A Rare Find in Translation: • Translations need to be completed by a Professional linguist that also knows the dialect, culture, and customs native to the target country. • The linguist needs to have knowledge and experience of your industry. • The linguist needs to be IT proficient. • The translations need to be “proofed” by an independent 3rd party who has all of the above credentials.

18. Translation Tips • Translate materials (on-line and print) for key foreign markets • Add International dialing & country codes and include full contact details on all web, e-mail and marketing and communications • Share global testimonials on related international sales material • Use one page flyers/letters that can be easily translated, handed out or FAXed

19. “Custom made”

20. “Custom made” • TNB “Tailor fits” your translation needs to a “professional translator” who has the ability, professionalism and expertise needed by matching your needs to the right “Tailor” (Translator).

21. “Custom made” • TNB “Tailor fits” your translation needs to a “professional translator” who has the ability, professionalism and expertise needed by matching your needs to the right “Tailor” (Translator). • This “Custom Made” work should not cost any more than normal work would cost. It just needs a service provider who cares and has the network to get the customized job done right!

22. : • Culture Tool: select home country and target country • http://www.kwintessential.co.uk/intercultural-business-communication/tool.php • Note: Cultural &Etiquette Guides • www.executiveplanet.com • http://www.culturecoach.biz/ AIM Program Partner Ralph Bosen TNB Language Services 7180 Buckeye Road SW Roanoke, VA  24018 www.tnblanguage.com T. (540) 774-8949 tnb_ent@yahoo.com