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Esprit d'ICD

A n e w s l e t t e r p u b l i s h e d b y I n t e r n a t i o n a l C o mm u n i c a t i o n b y D e s i g n , I n c .

Go global with your company web site Spring/Summer 2010 Vol.9 No.2

In This Issue Go global with your company web site �������������������������� } An explosive combination ����� } The new queen of caviars? ...... 2 One word: “plastics”..................... 2 Stress relievers from around the world................................................ 2 The death of another language ............................................... 3 A new human machine interface ................................................ 3 Better by the dozen ..................... 3

Features Suggested International Films........................................................... 2 Country Profile: South Africa ....................................... 3

ICD Travel Tip New traveling apps Publishers, like Lonely Planet, are now offering digital versions of their phrase books, helping you to lighten the load by tossing out printed phrases books. Check out: Future App’s: iSpeak allows you to type an English phrase and receive a written translation. Emirates Airlines’ iLingual uses a camera and mouthmorphing feature. Sources:;

In today’s economy, any opportunity a company can find for increasing its market share is a welcome addition to its marketing strategy. By improving your firm’s web site and localizing it for international appeal, your company can tap into a significantly larger customer base. When you are ready to roll out your global web site, keep these tips in mind: Use UTF-8 encoding so that you can insert text in a number of different languages without the need for complex encoding. Use only translators who are fluent in the target language and, by all means, never use machine translation. Educate yourself about the culture of your target audience and, if you are not familiar with the culture, hire a professional translation firm that is sensitive to the nuances of the language and the customs of the audience. Use appropriate word lengths in your English content to avoid situations where the translations – especially into languages like German – can result in long strings that look awkward on your site. Avoid using graphics as text, as they can be more difficult for your translation provider to work with and can end up increasing your localization costs dramatically, especially if you are translating into many languages.

Select your web development tool with care and ensure you know all of the advanced features of the tool that support multi-lingual web sites. Choose the target audience and languages carefully, ensuring that you have solid information on the expected return on investment for each language in which your web content will appear. Be prepared at the outset to turn over to your language service provider all of your web files – such as HTML, graphics, and scripting – to help ensure you have an accurate estimate and avoid any cost overruns. Ensure that your translation vendor uses a professional translation memory tool; as your content is translated, text that is similar or identical to, for example, text on another page of your site can be reused, which helps to ensure consistency and lower costs. Test your multi-lingual pages to ensure that the site behaves as designed; if necessary, request that your language service provider use independent translators who can assist with the testing and ensure that all pages display appropriately in the target language.

An explosive combination For several years, Internet audiences have been entertained by numerous videos showing the amusingly explosive effects of adding Mentos® mints to a bottle of Diet Coke®. The Dutch manufacturer of the sugary treats now estimates that it has cashed in on roughly $10 million of free advertising through these viral videos. To take it to the next step, the company is helping to sponsor the Mentos Experience on At a live demonstration scheduled for June 21 in Paris, an expert from France’s National Center of Scientific Research will explain the extreme chemical reaction that takes place when the two substances are combined. For videos of the results, check out

The new queen of caviars? One of the latest gourmet trends originating from France, escargot caviar is now being sold in the United States for over $150 per ounce. One reason for the high cost of this emerging delicacy is that the caviar must be carefully cultivated by specialized escargot farmers in temperature and humidity controlled rooms that mimic the snail’s spring reproductive season. In addition, the process for harvesting the precious eggs is long and detailed as each snail produces only about 120 eggs – about 4 grams (0.14 ounces) – per year. Described as having a woody flavor, escargot caviar is becoming popular in Europe and is finding its way onto the shelves of high-end gourmet food stores in the United States.

Suggested International Films

One word: “plastics”

Taking years to accumulate its hoard of trash, the Great Garbage Patch, also known as the Pacific Gyre, is one of the largest garbage swills in the world. At about the size of Texas, the enormous mass of waste is estimated to contain 3.5 million tons of trash. The mass, located in the Pacific Ocean about midway between Hawaii and San Francisco, includes large quantities of plastic in such forms as bags, wrappers, and beverage bottles. Some estimates put the ratio of plastics to sea life in the earth’s oceans at 6 to 1. Experts conclude that ocean currents in the area of the Pacific Gyre were favorable to forming the huge mass by taking debris from the West Coast of the United States out to sea.

Hunger Ireland (2008)

A group of prisoners belonging to the Irish Republican Army wages a hunger strike during their 1981 incarceration in a British prison in order to protest the inhumane conditions and to seek recognition as political prisoners.

The Beaches of Agnès

Extreme recycling

(Les plages d'Agnès) France (2008) Director Agnès Varda, famous for her role in the French new wave of cinema, films her life and career in this autobiographical documentary.

Unlike the Pacific Gyre, the Plastiki boat is making good use of plastic bottles. Hoping to highlight the world’s plastic waste problem, David de Rothschild and his crew launched the 60-foot catamaran made almost entirely of plastic bottles and recycled plastic in March. De Rothschild and his crew plan to sail the boat 11,000 miles from San Francisco to Sydney in 100 days. Fans can track the progress of the Plastiki at

Stress relievers from around the world When a run in the park or a warm bath does not relieve the stress of today’s busy world, consider trying other techniques used around the world to relax. Dance, breathing exercises, gymnastics, singing, meditation, martial arts, and massage all work not only to relieve stress, but to stimulate the biochemical processes in our bodies. For example, regular mediation and qi gong can help to reduce hypertension while yoga can improve symptoms of depression.

Pan’s Labyrinth

(El laberinto del fauno) Spain (2006) A young girl retreats to a fantasy world to escape the harsh realities of the fascist regime of Spain in 1944.

Some of the stress-relieving therapies we know today originate from a variety of countries: ■ The Alexander Method, a method of changing movement habits in everyday activities that was in the U.K. in 1960 ■ Hypnosis, invented at the end of the 18th century by an Austrian doctor ■ The Feldenkreis Method, a system that focuses on the relationship between movement and thought, conceived by a Ukrainian engineer and physician in the 1940s ■ Wu Tao Dancing, a relaxation method developed by an Australian dancer in 2000 2

Swissball, which uses a large ball of 14 to 34 inches for physical therapy and exercise, invented in the 1960s by Swiss physical therapists ■ Yoga, a relaxation method originating in India in the 7th century B.C. ■ Qi Gong, a meditative practice from China dating back as early as the 4th century B.C. ■ Pilates, a physical fitness system developed in the 1920s by German-born Joseph Pilates. ■

It has been estimated that the world’s population currently speaks no fewer than 6,500 languages, but of those some 3,000 languages will no longer be known or spoken in the next century. One of the most recent languages to die was the Bo language, which disappeared when the language’s last known speaker, Boa Sr., passed away earlier this year. A member of the Andamanese language family, the Bo language served as an important anthropological link to a culture that was over 60,000 years old. While a number of languages are at risk, some significant cases of the resurgence of a dying language have been noted throughout history. Among these are the Welsh and the Hebrew languages. For a language to enjoy a rebirth and avoid the fate of the Bo language, several factors must be present: ■ The language increases the prestige of speakers. ■ An increase in wealth and power are likely to accrue to speakers of the language. ■ The language is a significant part of the educational system. ■ The language is written down. ■ The language makes use of electronic technology. Source:

Better by the dozen Since the Middle Ages, many items have been measured and many products have been sold “by the dozen”. Take, for example, the standard Imperial foot of 12 inches and the usual carton of one dozen eggs. Oysters, too, are typically sold in dozens. The reason: long before calculators came into being, sellers of all types of goods could count up to 12 by using the thumb of one hand to count the three phalanges on each of the four fingers of the same hand and still handle objects using the other hand.


What is Originally, a land – conceived by Jonathan Swift – that was inhabited by tiny people. The term is also used to mean a fictitious or imaginary place.

A new human machine interface From a joint research project between Microsoft Corporation and Carnegie Mellon, a new type of interface between users and their computers may become available. Called Skinput, the system uses a person’s own skin as a touchscreen interface with such devices as cell phones and MP3 players. The system works through an armband that is worn by the user and that contains a small projector that displays a selected interface onto the user’s own skin. Just like pressing the screen of an iPhone, users then press the relevant part of their skin to enter input. Using the armband’s acoustic sensor, the system is able to determine where the user has pressed because of specific characteristics, such as the different tissues, of the human body. Through Bluetooth, the system then transmits a signal to the appropriate device. An example of just one application of this new technology: users can dial phone numbers from their forearms and have the number sent directly to Source: Popular Science their cell phones.


South Africa


Land area: 468,909 sq. miles (slightly less than twice the size of Texas)

Population: 49 million (July 2009 est.)



Languages: IsiZulu 23.8%, IsiXhosa 17.6%, Afrikaans 13.3%, Sepedi 9.4%, English 8.2%, Setswana 8.2%, Sesotho 7.9%, Xitsonga 4.4%, other 7.2% (2001 census).

Johannesburg swaziland

Major industries: mining (world’s largest producer of platinum, Cape Town gold, and chromium), automobile assembly, metalworking, machinery, textiles, iron and steel, chemicals, fertilizer, foodstuffs, and commercial ship repair. Despite its reputation for having a warm climate, one of the major tourist activities in Export partners the country is ice climbing in the 1. Japan..........11.1% Drakensberg mountains. 2. U.S..............11.1% Sources: The CIA World Factbook; 3. Germany....... 8.0% Atlantic Ocean

The death of another language




Indian Ocean

Import partners 1. Germany......11.2% 2. China..........11.0% 3. U.S................7.8%

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ICD Newsletter - Spring 2010  

International Communication by Design's newsletter for Spring 2010.