CULTURE

Brazil – similar to the United States of America – is a cultural melting pot. With over 190 million residents, it is the fifth largest country on earth in regard to land mass and population and is the most populous country of South America. Outside of their respective home countries, no other country in the world has as many Italians or Japanese.

The name “Brazil“ goes back to the Portuguese name Pau-brasil of the Brazilwood tree (Caesalpinia echinata). "Brasa" means "ember" and "glowing coal" in Portuguese; the Adjective "brazil" ("glowing") refers to the red color of the wood, that shines when cut and was formerly used in Europe to dye textiles. This endangered species of tree was at the time of early colonization quite prevalent in the forests of the Brazilian Atlantic coast and an important export of the region.

Brazil is the only Portuguese speaking country of South America. However, Brazilian Portuguese has its own character: it distinguishes itself from the European version in pronunciation and through a slightly modified orthography and grammar.

Tourists particularly love Rio de Janeiro with its gorgeous beaches and the famous Carnival, the capital Brasilia, the Amazon Basin, the northeast with its beaches, and the waterfalls of Iguaçu. The music of Brazil is also world famous, influenced by Portuguese, African, and indigenous music traditions. In the 1950s, the Bossa Nova emerged. This music genre could be regarded as the “Brazilian version of Jazz“: it leans toward North American jazz, but remains coined by South American and African rhythms. The most recognized performer and cofounder of the Bossa Nova is Antônio Carlos Jobim. However, the arguably most popular form of music is the Samba. It developed from the music of the African tribal minorities and is very rhythm happy. The Samba became popular through the annual Carnival in Rio. Here the largest and most renowned samba schools present themselves in large parades competing for the title of best Brazilian samba school.

Audio Sample 1: (“Samba de Avião”, Tom Jobim and Miúcha)
http://www.youtube.com/watch?v=u-sbPpxxYpo&NR=1

Audio Sample 2: (“Aquarela do Brasil”).
http://blogs.myspace.com/index.cfm?fuseaction=blog.view&friendId=471316061&blogId=525016338

NEW CLIENT RELATIONS

MultiLing welcomes Wavetronix as a new client. This internationally operating company based in Provo, Utah produces innovative radar sensors to measure and control traffic flow. Products of Wavetronix have been successfully implemented to prepare for large events like the Olympic Games in Beijing and will also support regulation of traffic at this year’s soccer World Cup in South Africa. MultiLing translates handbooks, operation instructions, marketing publications, and software user guides for Wavetronix in 14 languages. For further information: www.wavetronix.com.

INTERNAL

MultiLing on Twitter

The micro-blogging service Twitter is on a worldwide conquest. In the first quarter of 2010 alone, according to the company, there were approximately 4 billion short messages – called tweets – posted from users all over the world. MultiLing operates its own Twitter service that you can now follow under www.twitter.com/multiling. Seizing the full breadth of the idea of social networking, in addition to useful information and links from the world of translation, MultiLing will share tweets as well as personal remarks in order to depict the company and employees beyond the occupational environment.

Health in the Workplace

At the MultiLing Headquarters in Provo, Utah, Yoga exercises and weight training now belong to the everyday work life of its employees. “Our work mostly takes place in front of the computer which requires a great deal of concentration“, explains Human Resource Manager Ann Robertson. “We are striving for a work life balance that should motivate the employees to get out and get moving“. For example, at MultiLing, walks or Tai Chi can be integrated into the daily work routine. To complement this program, for which MultiLing just received a special award, workshops on nutrition and exercises like biking or water aerobics are offered. Highlights of last year include a company hike up the Y Mountain in Provo (8000ft in elevation). “The Wellness Program has found great appeal in the company. Almost all employees participate and overall report that they feel healthier and can work better“, adds Ann Robertson. That reflects on the company as well: Since the implementation of the Wellness Program, there has been higher productivity, lower absenteeism, and less insurance costs.

BEST PRACTICE

Speaking the Customer’s Language

Companies that want to capture international markets with their products or services are always faced with a pivotal question: Which information should be translated into which languages? This question can be relatively easy to answer when the target markets are clear. First and foremost in this case, it needs to be decided which information (website, brochures, operation instructions, etc.) must be translated into the language of each target country. The costs for these translations are always a part of the investment of a new market and therefore need to be exactly planned. Ultimately, only the company itself can decide whether a complete translation of all documents for a small market actually makes sense. Next to the financial aspect, brand positioning always plays a role. One thing is certain: People across the world prefer products or services that are offered in their native language and that can be put in harmony with their own culture. Another fact is that a poor translation produces little or no confidence and will certainly not encourage customers to buy.

When a company's target markets are not clear, the question of which languages to translate into becomes more complex. Industry specific market studies should definitely be consulted in this case. For example, regarding internet based sales which can principally take place worldwide, an analysis by the independent market research company Common Sense Advisory has recently outlined the ten most used languages on the internet. These are in descending order of the frequency of their use: English, Japanese, German, Spanish, French, Italian, Dutch, Chinese (simplified), Portuguese, and Korean.

Even targeted observation of cultural specifics can in many cases be helpful, as the following examples demonstrate:

• Americans like large things: The Toshiba Libretto – a handheld notebook about the size of a pocketbook – is mostly sold in Europe and Japan. In the USA, consumers could not come to terms with the little size of this computer.
• Chinese prefer written language: If you have a question for a business partner in China, and absolutely need an answer, you should never leave a voicemail, but rather should make contact in text form. Chinese prefer the written word in business communication.

It’s not always possible to precisely predict the success of a market opening in a foreign country. However, a good rule of thumb is the most important language is the customer’s language.