Dell Loses Trademark Suit in China

According to The Beijing News, via Rich Kuslan’s blog, Dell lost a suit against a research institute over the fact that its name sounds too much like Dell’s transliterated name.

Transliterated?

If this term is new to you, it is “phonetic translation” — such as creating a name in Chinese that, when spoken, sounds just like your brand name when spoken in English. It is especially important that the resulting text convey a positive meaning — or at least not a negative meaning.

Any multinational that has long-term consumer market aspirations in China needs to transliterate its name so it can better promote itself — and better protect itself. And you can register this transliterated name as a Chinese-language URL.

But transliteration can be a very tricky business. Pacific Epoch writes briefly about this Dell suit; the two names in question certainly appear similar in English — De Er vs. Dai Er — but not too similar, according to the powers that be.

Sometimes a company will mis-translate as it rushes to enter a market. KFC and Pepsi have provided two humorous examples. According to this article on the art of transliteration:

KFC’s “finger-lickin’ good” slogan entered the China market as “eat your fingers off.” Pepsi’s “Come alive with the Pepsi Generation”spent a short time in Taiwan as “Pepsi will bring your ancestors back from the dead” before the F&B giant went into damage control.”

Such is the crazy, complex world of transliteration and IP protection in the Wild Wild East.

Scaling a Great Wall: Top 5 Tips for Learning Chinese

By guest author:
Saul Gitlin, EVP-Strategic Services

Kang & Lee Advertising – A Young & Rubicam Brands/WPP Group Company

As a non-Asian student in the 1980’s who graduated with a B.A. in Chinese language and history from Cornell, and an M.A. in East Asian Studies from Yale focused on classical Chinese literature, I became somewhat of a “curiosity”for family and friends. Back then, China was only just starting to emerge from its isolation in the international community, and my own interest in studying Chinese raised many eyebrows – as if I was pursuing a subject which was way out on the fringe, and had little practical career applications.

When I subsequently began my career in business after completing an M.B.A at Columbia in the early 1990s, China was already starting to flex its commercial and political muscles on the international scene. However, even at that time, many of my acquaintances and business colleagues in the United States still viewed my fluency in Chinese as not much more than an unusual topic for social conversation, and an ability that would enable me to order the best, and most authentic food in Chinese restaurants.

That was then, this is now.

In 2006, China’s central and growing role in international political and business affairs is both universally recognized, and constantly making headlines across the world. As a result, the United States has now, finally, been bitten with Chinese language fever. In cities across our country, Chinese language programs are rapidly emerging to address the needs of busy business professionals who are looking to fast-track a working competency in Chinese.

At the same time, the recently enacted National Security Education Program’s Chinese K-16 Pipeline Project has injected new urgency to the development of Chinese language education at the primary and secondary school levels, and our media has already begun to broadcast images of elementary school students engaged in Chinese dialogues, and forming their first written Chinese characters.

According to Claudia Ross, my first Chinese teacher at Cornell, who is now Professor of Chinese at Holy Cross College and a twice past-president of the Chinese Language Teacher’s Association, the 2005 academic year witnessed an unprecedented spike in Chinese language enrollments at colleges and universities across the country. Our institutions of higher learning are now scrambling to keep up with this emerging demand, and Fall 2006 enrollments in Chinese courses are expected to reach record levels.

Against this backdrop, my own Chinese language fluency has suddenly placed me in the position of “trusted advisor”for colleagues and students who are increasingly seeking me out for advice on how to best learn this language. So, from one long-term student of Chinese, to all those who aspire to achieve a working knowledge of this fascinating language, here are my top five insights:

1. Understand that Chinese, while difficult, can also be very easy to learn.

Most people believe that Chinese is one of the most difficult languages in the world. In some senses, this is true. The Chinese writing system is non-alphabetic, comprising thousands of pictographs called “characters,” which need to be studied and internalized through rote memorization and constant reading and writing over a long period of time. Additionally, Chinese is a tonal language, meaning that changing the shape of one’s voice over a single syllable can actually generate multiple words with multiple meanings. The most famous example in Mandarin Chinese is the syllable “ma” which, depending on how it is pronounced, might mean “mother,” “hemp,” “horse,” or the verb “to scold.” This is a feature of the spoken language which does not exist in the same form in Western languages, and therefore can pose great challenges to many non-Asian students.

However, what most non-Chinese do not realize is that the language boasts one of the easiest grammars in the world. Sentence structure largely mirrors that of English (subject + verb + object). Verbs exist in a single form, with no conjugations whatsoever.

There is no gender, no plural nouns, and while mechanisms do exist to express tense (e.g. past/present/future), they are much simpler than those of any Western language. American students who are much more familiar with both Spanish and French would instantly find Chinese grammar refreshingly basic, and much more accessible than those languages.

2. Learn Mandarin, not Cantonese.

There are literally hundreds, if not thousands, of regional and local spoken Chinese dialects which have developed over the long period of China’s classical history when transportation was rudimentary, broadcast media non-existent, and most people lived and died within a small radius of their birth places. Although speakers of all Chinese dialects share the same, non-phonetic written language, many of the dialects are mutually unintelligible when spoken, giving rise to the unique ability of Chinese speakers from different regions to write to each other, even when they cannot speak with each other. Among Chinese who have emigrated, the two most common spoken dialects are Mandarin and Cantonese. For example, within the largest Chinese communities in the United States, each of these dialects accounts for roughly half of all speakers.

For non-Chinese seeking to learn the language, though, Mandarin is the clear choice. Mandarin, the predominant dialect in Northern China, is the official language of politics, education, and media in both Mainland China and Taiwan, and it is one of the four official languages of Singapore. Even in Hong Kong, which historically has been a Cantonese-speaking area, Mandarin use is on the rise since the return of China’s sovereignty in 1997. In Mainland China, the Chinese word for “Mandarin” translates as the “common language,” and outside of the Mainland it is most often referred to as the “national language” both these terms are indicative of the broad reach which a competency in Mandarin can afford a speaker. Fortunately, for students of Chinese, Mandarin is also arguably the easiest of all the Chinese dialects to learn, owing to a tonal structure which is much simpler than that of Cantonese and most other dialects.

3. Speak first, then decide if you need to read and write.

Given the complexity of the Chinese written language, contrasted to the comparative simplicity of the grammar, prospective students of Chinese would do well to focus on learning to speak first, and only then tackle the written language if their studies or business require them to do so. While the tonal character of the spoken language is a challenge, this can be mastered fairly quickly, in contrast to the many years needed to achieve a working familiarity with the several thousand written characters that most educated Chinese adults have learned. Of course, most Chinese language programs simultaneously teach both the spoken and written language. It is up to the individual student to decide where to emphasize his or her needs.

4. If you do decide to write Chinese, consider learning “simplified” characters.

There are two major Chinese writing systems currently in use in the world — “traditional” or “complicated” Chinese characters, and “simplified” Chinese characters. Traditional characters are the characters which evolved from ancient Chinese pictographs, and which have been used throughout most of Chinese history to modern times. Many of these characters are, at the same time, both beautiful and complex, requiring students of Chinese to spend many hours and nights practicing intricate “stroke orders” to properly form words. Beginning in the middle of last century, the government in Mainland China began to promulgate an alternate system of Chinese writing called “simplified” characters in an effort to dramatically increase written literacy throughout the country. For many characters, this system significantly reduces the number of brush or pen strokes required to form specific words, thereby enabling students to more quickly commit the characters to memory.

Today, simplified characters are the official script of both Mainland China and Singapore, while traditional characters are still the norm in Taiwan, Hong Kong, and within most Chinese immigrant communities throughout the world. While I would still encourage students of Chinese who intend to spend many years developing and refining their abilities to begin by learning traditional characters (and only then overlay a knowledge of simplified characters), anyone seeking to accelerate his acquisition of the written language would do well to begin with the simplified script.

5. Take your studies seriously.

Unlike many Western languages which share some common linguistic roots with English and which can often be learned fairly quickly with a large amount of self-study, acquiring a basic competency in a language as different from English as Chinese requires a high level of commitment and perseverance. Practically speaking, this means that:

  • Unless you have an unusual aptitude for learning foreign languages, you probably won’t learn Chinese in a once-a-week, one-hour private session. Rather, start by looking for an established Chinese language program or workshop. Universities and established language schools are a good place to start. Some colleges even offer intensive courses that cram a full year of basic Chinese into 4-8 weeks. Do your homework to find the best program.
  • If you still seek a tutorial, merely looking for a native speaker of Chinese to study with does not always mean you will obtain the best instruction. Chinese immigrants constitute the single largest Asian American population, representing 3+ million people nationwide, many of whom would be happy to teach new students of Chinese. However, teaching Western students to overcome the unique hurdles of the language is a skill. If you decide on private lessons, look for a native-speaker with proven professional or private teaching credentials, as well as a roster of former student references.
  • Finally, practice, practice, practice. The good news is that those 3+ million Chinese Americans are our neighbors. Once you have developed basic conversational skills, go into the top Chinese communities of our country and speak. Order a lunch, buy a book, chit-chat about the weather, or ask for directions — even if you don’t need any! Westerners who have mastered Chinese will also unanimously confirm that real fluency comes only when one has spent some time in a Chinese-speaking region of Asia. So, get ready for your next business trip, take advantage of the many short-term or long-term Chinese language courses available in China, Taiwan, Hong Kong, or Singapore, or just plan a personal or family adventure to Asia.

One of those very famous Chinese sayings says, “A journey of a thousand miles begins with a single step.”Well, it definitely does not need to take a “thousand miles” to learn Chinese, but the time is certainly now ripe for more Americans to take that first step.

About the Author:
Saul Gitlin is the Executive Vice President of Strategic Marketing Services and New Business for Kang & Lee Advertising, ranked as the #1 Asian multicultural agency by Advertising Age in May 2005. Prior to joining Kang & Lee in 1997, Saul worked for 9 years overseas, including 7 years in senior operations and marketing positions for multinational corporations in the People’s Republic of China. He is completely fluent in Mandarin Chinese, Hebrew, and French. Saul may be contacted at saul_gitlin@kanglee.com or 212-375-8130.

The Last Days of Yahoo! 1.0

Perhaps I’m a curmudgeon, but I don’t want to give up my old Yahoo! Web site for the “new and improved” Yahoo! that is coming — whether I like it or not — on September 1st.

Every day they remind me that the new site is coming, that my old site is being “retired.” Makes me feel like I’m being retired.
Yahoo! Old

I’m not trying to be difficult. I’ve tried the new site. I just don’t think it’s much better. I don’t like having the navbar on the left side of the page. I used to be able to click on Yahoo! Sports with my eyes closed; now I have to fumble down an endless list of icons.

However, despite what I think about the new design, I do have to give Yahoo! credit for taking this design global quickly. While most companies may take up to a year to roll out a new design across all country sites, Yahoo! is off to a blistering start.

Here is the new design in Brazil…

Yahoo! Brazil

And Korea…

Yahoo! Korea

China has sorta migrated over to the new design…

Yahoo! China

At least Japan is still old school.

Yahoo! Japan

I’m sure it’s just a matter of time before Yahoo! Japan meets its redesign.

As for me, I’m not giving in easily. I’ve got a few days left of Yahoo 1.0 and I’m going to refuse every day to opt in to the new design. No, I’m holding out until the end.

Quechua Has Friends in High Places

Quechua is the language of the Incan Empire and is spoken by roughly 10 million people throughout South America, the majority of whom live in Peru and Bolivia.

Recent developments suggest that this “minority” language is not going gently into that good night.

Google currently supports Quechua with a localized search engine.
Google Quechua

And it is not the only software company to support this language.

I read this morning, via Michael Kaplan’s blog, that Microsoft now supports Quechua in Windows and its Office software. It will be announcing this language support with the newly elected president of Bolivia, Evo Morales, who is an Indian. I should note that this level of support only applies to menus and commands; I don’t expect to see a knowledgebase translated anytime soon. Still, a little support is much much better than no support.

In addition, The Economist features an article on Quechua, noting that a recently elected member of Peru’s Congress is now speaking Quechuan instead of Spanish.

This high-level support for the language will help ensure that multinational companies provide support as well, a positive sign for the one of the world’s oldest surviving languages.

Adiós Inglés

According to Global Reach’s latest statistics on the use of language online, only 36.5 percent of the global online population are native English speakers.