Louisville, KY vs. Spoken Chinese


Picture: Kentucky Derby Museum

Louisville, KY vs. Spoken Chinese

We were coming to the end of the conference. It had been both enjoyable and potentially profitable, as I’d made good contacts for both vendors and potential clients. At the closing dinner every year, representatives from the location of next year’s conference find an interesting, amusing way to introduce their city. This year, our future hosts from Louisville, KY, gave us a lesson in pronunciation. They had the audience in stitches as, one by one, they stood and, with straight faces, said, “Looeyville, Looavul, Looaville, Loooville, and L’ville.”

And, believe it or not, Chinese has the folks from Kentucky beat hands down!

Chinese is a centuries-old language. Its history reaches back to 2500 BC, when the Yellow Emperor charged his historian, Cangjie, with the task of creating a new writing system. At that time, knotted rope was used for record-keeping. The historian developed characters from images in nature such as animals, birds, and reeds. Over the centuries, both the script and where the characters were written developed and changed. Bone, bronze, and clay were used until the invention of paper in about 100 BC, but no single way to pronounce these characters prevailed.

Chinese is a logographic language. That is, each character represents a concept. The characters are not composed of letters based on an alphabet that can be learned using phonics. China is very large geographically, and as different speaker groups looked at the characters, many different pronunciations developed.

Today, more than a dozen different regional varieties of spoken Chinese exist. At least the largest varieties can be unintelligible to speakers of another variety. The most well-known are Mandarin and Cantonese. Each variety has many dialects, some of which are spoken only in China.

Years ago, I attended an American Chinese Businesswomen’s Conference. I wore a black dress with a beautiful print scarf chosen for the occasion. The scarf slipped off my shoulder, and a Chinese woman reached to straighten it. Suddenly, I was the center of a circle of women trying to help with my scarf. I’m only a bit over five feet, but I felt tall surrounded by these diminutive women, all highly educated professionals. One of them kindly reached in her bag to produce a safety pin that somehow invisibly pinned the slippery scarf in place.

I turned to each woman with an individual thank you and then asked them to teach me how to say thank you in Chinese. There was a flurry of giggles as they suggested several different versions. When I asked for an explanation, they said some were giving me the Mandarin pronunciation, some the Cantonese pronunciation, and one woman, from Shanghai, the Wú pronunciation. I resolved right then to learn more about Chinese!

The Beijing variant of Mandarin was declared the common speech in the 1930s and is used today by the government of the People’s Republic of China. It is also spoken in Singapore, Taiwan, Malaysia, Indonesia, and wherever immigrant groups settle. Because immigrant groups come from many different locations in China today, it’s wise to ask which variety is needed when ordering interpreting services.

The pronunciation of the written characters that make up Simplified Chinese was based on the Mandarin variant used by the central government–people in power call the shots! This left speakers of other dialects at a disadvantage. To read and write, they must first learn Mandarin. Mandarin has four tones and is spoken by roughly 25 million people around the world.

Cantonese is common in Macau, Hong Kong, and other parts of southeast China. It is taught in schools where the characters are read with Cantonese pronunciation. Cantonese has nine tones and is spoken by approximately 70 million people.

Other varieties of Chinese include Hakka, Yuè, Xiāng, Jìnyǔ and Gàn.

The study of the Chinese language is both complex and fascinating! You may be interested in a map of where the different varieties of Chinese are spoken, overlaid with some biomedical manufacturing districts. Request it below.

Patricia May
President/CEO
pm@tembua.com

Now I know my ABCs (Pinyin)

Picture: Usborne Internet-Linked

Chinese–Mouth to Ear: Now I Know My ABCs

When I began my study of Russian, the alphabet was the first lesson. The instructor divided the letters into familiar-looking ones that stand for roughly the same sounds in English, unfamiliar-looking ones, and familiar-looking ones with different sounds than in English. The first set was easy. The second was only a bit more difficult. But the last set of letters caused problems until we became used to reading them in context.

I have a small vocabulary in Chinese and just enough knowledge to understand that our struggles with Russian pronunciation were nothing compared to beginners learning Chinese. This centuries-old language is logographic. That is, the characters themselves don’t have specific sounds—they represent concepts.

Even more interesting, each character can be pronounced different ways by different speaker groups. It’s much more than variations in accent, like someone from New England compared to someone from Alabama. The same characters actually correspond to entirely different sounds. In fact, speakers of Mandarin, for example, cannot understand speakers of Cantonese. It’s a difficult concept for someone who grew up speaking a language with an alphabet!

Very early Chinese characters were more pictographic, representing actual images of the concepts to be conveyed. Today’s Chinese is more logographic. That is, the characters represent concepts, not just objects. The logographic script shaped the culture because those who could read absorbed concepts directly from the characters. For centuries, reading and writing were rare and valued skills, necessary for commerce and government. Literacy was a sharp dividing line between the commoners and the elite.

One reason for this was the time involved in memorizing characters. Just as today’s immigrants to the U.S. find little time to learn English, the pressures of pursuing a living for one’s family left no spare time for study in China. For centuries, learning to read meant learning the characters one by one, mouth to ear, as someone pronounced and wrote them. Imagine memorizing the words in your mother language without the aid of phonics!

Learning to read was such a struggle that until the middle of the last century, the literacy rate in China was as low as 15 percent. It was then that the newly developed Communist government decided that the population needed to learn to read and write to bring the country into the twentieth century. It was an enormous task—one that could, perhaps, only have been accomplished by a totalitarian regime.

A phonetic script for Chinese characters had existed since the early 1900s. Called zhuyin fuhao or Bopomofo, it used portions of some Chinese characters as pronounced in Mandarin. Still in use in Taiwan, the phonetic representations are shown either to the right of each character or above it, depending on whether the writing is vertical or horizontal. The government, however, wanted to use the same representations as the West.

Enter Zhou Youguan. An economist by trade and an acquaintance of Zhou Enlai, China’s premier from 1949 to 1976, he was tasked with helping increase literacy by making it easier to learn to read the characters. He settled on the Roman alphabet and developed what is today called Pinyin. The system uses some of the characteristics of the Zhuyin alphabet but writes them with Roman letters.

Pinyin (meaning spelled sounds) was introduced in 1958 to help both children and foreigners learn to pronounce Chinese characters as Mandarin speakers do. Mandarin was chosen because it was the variety most used in government, although it is only one way the Chinese characters are pronounced. The Roman letters are used to represent approximately the same sounds they generally have in English and other languages.

Learning to read and write Chinese can still be a daunting task. There are about 50,000 characters, about 2,000 of which are in common use. These characters display in square blocks and are made up of roughly 214 components, although only about 100 components are regularly used. Because each character is a concept rather than a definition, they can be put together in numerous ways to create new concepts. For example, 女 is woman and 子 is child. Putting them together becomes 好, which means good.

I have a great deal of admiration for our Chinese linguists who interpret between the spoken languages, Cantonese or Mandarin, and another language. I find myself wondering about the mental processes required to move between symbols and words.

We are grateful to have their skills as we help clients determine what languages they need for their target markets.

Would you like to hear the different Chinese sounds? Request the graphic below.

Patricia May
President/CEO
pm@tembua.com

“This is (can’t use that word in an email title)!” (At Least in Hong Kong)


The release of the iPhone 7 and 7Plus in China, one of Apple’s top markets, caused a stir in Hong Kong. Social media lit up, and Apple took a hit.
Apple’s new product releases are always highly anticipated. They know how to build excitement for their brand as their new offerings enter the market, and they now do it around the world. The newest iPhone release was no different.

For Apple’s roll-out, the catchphrase “This is 7” was translated one way for the PRC, another way for Taiwan (where Mandarin is spoken), and a third way for Cantonese-speaking Hong Kong. It didn’t take long before comments started showing up online from

  • What does[sic] the new iPhone 7, Cantonese and anatomy have in common? #iPhone7 #Cantonese #livingnoodle
  • The new iPhone 7 marketing campaign slogan translates to something quite nasty in Cantonese Nasty Cantonese
  • Apple advertised their iPhone 7 to the Cantonese as “This is Penis.” So, I don’t put much stake in what they say.
  • The new iPhone 7 becomes the butt of a penis joke in Asia: In Cantonese, ‘seven,’ which is pronounced ‘tsat,’
  • iPhone 7 slogan hilariously translates as ‘this is penis’ in Cantonese
    Hilarious Cantonese … Oh the inanity!

The problem is the Cantonese word for 7, 柒(pronounced tsat). Tsat is also slang for penis in Cantonese.

The word isn’t as purely anatomical as it does in English. Rather, it can be used to talk about something extremely funny or mock a situation. You accidentally dyed your underwear red? That’s so tsat! You thought you were going to get the promotion because you sweet-talked the boss’s wife? That’s so tsat!

Needless to say, tsat isn’t the type of association Apple wanted for their new phone. Marketers all over the world commiserated—we’d all felt that pain! Every language company on the planet can tell a similar story about the one time they skipped a step and it cost them dearly. For any written text, it is extremely important to revise and check. For marketing texts and their translations, this goes double.

A text in the process of translation should move from translator to reviser to proofreader, all native speakers. A Cantonese speaker would have quickly pointed out the problem to Apple before the device was introduced worldwide.

A bit about Chinese

Chinese is not a phonetic language like English, for example. There is no alphabet where each letter has a specific sound (or set of sounds). The written characters used do not have a single correct pronunciation. Because there are numerous varieties of Chinese spoken through China, a character may have half a dozen different pronunciations.

A word may be said very differently in Mandarin and Cantonese. These pronunciations are often unintelligible to speakers of the other varieties, so the written characters, either Simplified or Traditional, are used to communicate.

China is one of the fastest-growing economies on the planet. It is the single largest media market in the world and has the largest online population. Although growth has recently declined, it is still staggering. According to research by the Boston Consulting Group and AliResearch, three factors contribute to this growth: increasing consumption driven by the rise of upper-middle-class and affluent households; the new generation’s sophisticated tastes and freer spending habits; and the growing role of e-commerce.

Within the next decade, more than three-quarters of growth will come from the burgeoning middle class. The taste for imported products is likely to expand.

Both importers and exporters on this side of the Pacific are watching carefully. The companies that adjust their playbook will reap the benefits.

This means that companies doing business in China have to get it right. They have to become conversant not only with the ins and outs of Simplified and Traditional Chinese and the complexities of spoken Chinese, but also with the culture, the colors, and the ideology of this large country with over a billion citizens making up more than 18% of the world’s total population.

Would you be interested in a graphic illustrating the complexities of Chinese?

Patricia May
President/CEO
pm@tembua.com