Russia

A little bit of “smekalka” can save the day

No Comments » Written on April 4th, 2013 by
Categories: Russia
Tags: , , , ,

We have a great word in Russian: смекалка, pronounced “smekalka”. I’m not even sure how you would translate it in English. It means the ability to overcome (seemingly impossible) challenges in extraordinary and often surprising ways.

Russia has recently tightened up its alcohol licensing laws. Purchasing alcohol (including beer) from shops and supermarkets after 11 p.m. was made illegal earlier this year, which is why all the stores that used to be 24-hour off-licences near where I live now close at 11. This restriction does not apply to bars, clubs and other similar venues. However, any form of advertising related to alcohol is also strictly prohibited.

As if that wasn’t bad enough, starting this summer, shops will not be allowed to sell alcohol if they are located within 100 metres of any medical facilities or schools. This begs the question: what do you do if you own a supermarket which is already situated 90 metres away from a dentist’s, for example? You obviously can’t move the building and God forbid that you stop selling alcohol.

This is exactly the sort of situation where a little bit of smekalka can save the day.

Take a look at this photo of an entrance to a supermarket in Dubna – a town near Moscow:

Why do you think they built this fence? That’s right. To make the path 10 metres longer. This is confirmed by the satellite image below:

That’s how smekalka works. How do you feel about adding this word to the OED?

The images used in this post were taken from http://forum.dubna.ru/viewtopic.php?f=2&t=58625

Online alcohol advertising banned in Russia

On 20 June, the Russian Parliament (The Duma) passed a bill banning all online advertising for alcohol in the country.

Interestingly the law only applies to drinks such as beer that have a low alcohol content of 5% or less. The Duma said that this decision was taken in an attempt to curb excessive beer consumption among teenagers. This change to the Law on Advertising is expected to come into effect on 23 June 2012.

Currently the law limits alcohol advertising in the print media and on TV. It is forbidden to air drinks commercials during the day time or publish such ads on the covers of magazines as well as on the front and back pages of newspapers.

Information taken from Interfax.ru, polit.ru and asfera

By Marina

Online advertising for alcohol banned in Russia

Controversy sparked by Kraft’s new name for snack spin-off – but is it all a fuss over nothing?

No Comments » Written on March 27th, 2012 by
Categories: Russia
Tags: , , , ,

The name Kraft Foods has chosen for its global snack spin-off (Mondelez International) has sparked all kinds of controversy. Some are saying that the name sounds like something quite rude to Russian speakers, however, when our Russian account manager here in the office saw the word, nothing naughty sprang to mind for her. Now it’s been pointed out to her, she can see how it could be twisted to make a rude word, but it’s really not that obvious. It’s kind of like saying Volvo sounds like vulva – sure it’s there if you have a dirty mind and are looking for it, but you don’t think of the female anatomy every time you see a Swedish car (well I don’t anyway).

Guy Gilpin, Director of Mother Tongue Writers

To read the full article about the stir this name has caused, click here.

The Little Book of Transcreation – excerpt #10

1 Comment » Written on December 21st, 2011 by
Categories: Germany, Russia
Tags: , , , , ,

It’s important to research your product name in the market you want to break into. Even if a certain word doesn’t “look” offensive, sometimes the way it is pronounced can give it a whole new meaning.

When Vicks first introduced its cough drops to the German market, they were embarrassed to learn that the Germans pronounce “v” as “f” – and “ficken” is a crude term for “have sex” in German.

In the 90s, a mineral water called “Blue Water” was launched in Russia. But when Russians said the English name aloud, it sounded very like “блевота” (pronounced “blevOta”) – slang for “vomit”.

So they changed the name to “Water Blue” – a simple solution, but one that sounds much more appealing.

A new brand … PARLAMIENT?

Why do typos keep creeping into advertising materials, in spite of all the pairs of eyes and hands they go through in the process?

In September, a print ad for the PARLIAMENT cigarette brand was published in Russian Esquire magazine with a typo in the brand name:

PARLAMIENT instead of PARLIAMENT.

According to estimates, the insertion costs for the ad could have been anywhere between £18,000 and £40,000.

The publisher, Sanoma Independent Media, refused to take any responsibility, referring to the contractual liability clause. Usually in such cases the finger is pointed at the media agency that signs off on the layout, but in this case it was the creative agency behind the campaign who had to bear the republishing costs.

Given how embarrassing and costly the typo is for all concerned, the question is: how did it happen? After all, the ad must have been checked multiple times by creatives, copywriters, editors and proofreaders. My guess is that the Russian checker (whoever it could be) was too focused on checking the Russian copy, which is in Cyrillic characters (understandably so, as it is in the new copy where mistakes usually happen) and missed the error in the all-important brand name – because it is in the Latin alphabet.

At the risk of being boring, I can’t resist repeating the commonplace: let professionals do their job. If the copy had been checked by both Russian and English native speakers, a minimal extra proofreading charge would have spared a lot of embarrassment for everyone.

Based on this source.

Marina, a Russian linguist living in London

A novel way to travel!

No Comments » Written on August 30th, 2011 by
Categories: Russia
Tags: , , , , ,

No, this is not a fetish party caught by a sudden flood. It’s “Bubble Baba Challenge” – a yearly event on the Vuoksa river near St.Petersburg, Russia, where participants “raft” down the rapids using inflatable sex toys (mainly “women” – “baba” is “woman” in Russian slang). The rules are simple: you have to be older than 16 (and sober), you have to wear a life vest, you have to float around 400 metres. “Bubble Baba Challenge” has been held every August since 2003. This year, there were around 550 participants (including 80 girls) plus plenty of spectators. It has nothing to do with immorality: the main idea of the event is that “a rubber woman is nothing more than a vehicle”, but the show is really amazing anyway. Enjoy the photos!

Pavel from St Petersburg, Russia

Bubble Baba Challenge

Rafting down the Vuoksa river

Rubber women are just vehicles

(Photos by author)

Russian in Hollywood

No Comments » Written on December 21st, 2010 by
Categories: Russia
Tags: , , , , ,

There’s one thing I’ll never understand. If you spend millions of dollars on a movie that will be shown worldwide, why not invest just 100 dollars to check if your “Russian” is really Russian? You don’t even need a professional translator – all you need is to ask any Russian.

In many blockbusters, “Russian” is often just a senseless mash of Cyrillic characters (probably because it’s not supposed to be Russian but just to look Russian). And sometimes the results are very comical. Let’s see some great examples …

This ship is called “foot finger’s head”

The Russian here does not say “Foma Kiniaev” (like the English). It actually says “LSHTSHFUM ASCHF”. It could be a senseless jumble of letters, but they decided just to type “Foma Kiniaev” on a standard PC keyboard after switching it to Russian layout. How bizarre that they thought this would work?

And here’s another famous face. In his motherland, Viktor Navorski is known as Gulnara Gulina, which is in fact a Tatar female name!

Get prepared for a terrible disaster! The “Fznamznon Cloud” is coming! (what on earth is that?)

This says “No smoukenk”. I guess they’re aiming for “No smoking”!

In the Russian embassy in this film, you should “phoosh” and “tugg” the doors.

And now let me show you perhaps the only word that has been written correctly:

This is Russia’s WORST swear word. Though it’s often written on walls and fences, it’s pretty shocking to have in a film like this!

Pavel, St Petersburg

Photos taken from this fabulous collection.

Lost in Translation

No Comments » Written on November 22nd, 2010 by
Categories: Australia, Indonesia, Russia, Turkey, UK
Tags: , , , , , , ,

Do the languages we speak shape the way we think? Do they merely express thoughts, or do the structures in languages (without our knowledge or consent) shape the very thoughts we wish to express?

Take “Humpty Dumpty sat on a…” Even this snippet of a nursery rhyme reveals how much languages can differ from one another. In English, we have to mark the verb for tense; in this case, we say “sat” rather than “sit.” In Indonesian you need not (in fact, you can’t) change the verb to mark tense.

In Russian, you would have to mark tense and also gender, changing the verb if Mrs. Dumpty did the sitting. You would also have to decide if the sitting event was completed or not. If our ovoid hero sat on the wall for the entire time he was meant to, it would be a different form of the verb than if, say, he had a great fall.

In Turkish, you would have to include in the verb how you acquired this information. For example, if you saw the chubby fellow on the wall with your own eyes, you’d use one form of the verb, but if you had simply read or heard about it, you’d use a different form.

Do English, Indonesian, Russian and Turkish speakers end up attending to, understanding, and remembering their experiences differently simply because they speak different languages?

These questions touch on all the major controversies in the study of mind, with important implications for politics, law and religion. Yet very little empirical work had been done on these questions until recently. The idea that language might shape thought was for a long time considered untestable at best and more often simply crazy and wrong. Now, a flurry of new cognitive science research is showing that in fact, language does profoundly influence how we see the world

Of course, just because people talk differently doesn’t necessarily mean they think differently. In the past decade, cognitive scientists have begun to measure not just how people talk, but also how they think, asking whether our understanding of even such fundamental domains of experience as space, time and causality could be constructed by language.

For example, in Pormpuraaw, a remote Aboriginal community in Australia, the indigenous languages don’t use terms like “left” and “right.” Instead, everything is talked about in terms of absolute cardinal directions (north, south, east, west), which means you say things like, “There’s an ant on your southwest leg.” To say hello in Pormpuraaw, one asks, “Where are you going?”, and an appropriate response might be, “A long way to the south-southwest. How about you?” If you don’t know which way is which, you literally can’t get past hello.

About a third of the world’s languages (spoken in all kinds of physical environments) rely on absolute directions for space. As a result of this constant linguistic training, speakers of such languages are remarkably good at staying oriented and keeping track of where they are, even in unfamiliar landscapes. They perform navigational feats scientists once thought were beyond human capabilities. This is a big difference, a fundamentally different way of conceptualizing space, trained by language.

Article by Lera Boroditsky, a professor of psychology at Stanford University and editor in chief of Frontiers in Cultural Psychology.

For the full, unabridged version, click here

The wonders of Russ-lish

3 comments Written on September 30th, 2010 by
Categories: China, Russia
Tags: , , , , ,

Most Russians do not speak a foreign language, but it doesn’t stop them from using English anyway. Globalization is on the rise, and people think English sounds cool – with the result that rather comical English is appearing everywhere. Some pretty funny examples can be seen below:

(with “min. voter”, they mean “mineral water” of course)

Ever heard of bridges getting divorced? No me neither. They actually mean drawbridges (it sounds similar to the word “divorcing” in Russian, hence the mistake).

The bottom-half of this sign is supposed to be English…honestly. It is meant to say “road to LEMZ plant”

This sign was erected outside a serious sporting event. It’s hard to see from the image, but it says “From friendship in sport – to the world on the land”. Sounds strange, doesn’t it? Well let me explain: in Russian, “peace” and “world” sound the same, as do the words “land” and “earth”. So it really should say “from friendship in sport – to peace on earth”!

This sign stands on a street in the centre of Moscow. You may be wondering what on  earth the word starting with “D” means. Well it’s supposed to say “decorative” (this is what happens when you combine a spelling mistake with online translation!)

This website belongs to one of the institutes of the Russian Science Academy. Try and guess what they deal with? No, not squirrels(!), it’s protein! In Russian, the two words unfortunately sound rather similar!

And here’s a sign from St.Petersburg’s central park. A rather unfortunate typo, I’m sure you’ll agree.

To be completely objective, though, this rather shoddy use of English is far from just Russia’s problem. Take a look at this sign outside a workshop in China.

Images taken from various Russian websites, including www.artlebedev.ru.

Bribery and corruption is “just business” in Russia

1 Comment » Written on March 29th, 2010 by
Categories: Russia
Tags: , , ,

There was an interesting piece in the news not so long ago: two top IKEA executives in Russia and Eastern Europe were fired for corruption. Apparently one of IKEA’s shopping malls in St. Petersburg had been connected to the electricity network with the help of a bribe, and IKEA’s corporate policy is completely against corruption and bribery in any way. There was no other choice but to let them both go.

In my opinion, the guys from IKEA hadn’t reckoned on doing business in Russia when they came up with this anti-corruption policy!

Corruption is well known to be both one of Russia’s biggest problems and one of the country’s oldest traditions at the same time. Exhausting bureaucratic procedures provide almost every official with an opportunity to ask for a “gift” in exchange for doing their job a bit quicker or for bending the rules. Bribery is actually common practice in many areas and most people take it for granted that “everyone does it!”

Take driving, for example. In Russia, people can actually “buy” a licence from a lot of driving schools: in fact, 9 out of 10 people I know paid a bribe to pass their driving test (I don’t mean you have to pay – no, if you do everything perfectly you get your licence – I did it! – but if you do pay, the examiner will be so good as to “overlook” most of the mistakes you may have made). By the same token, if you break the rules of the road, in 99.9 per cent of cases, you can pay the road police a fee less than the official fine you would have received had you followed the correct procedure. Again, nobody forces you to pay – it’s up to you whether you want to pay a bribe or be a law-abiding citizen. But what would you prefer – pay up or lose your wheels for several months?

In Russia, businesses have to get permission from many different areas before they can do anything. This requires a lot of time and effort … something which they can avoid if they just pay a bribe to the right officials. And the bigger the business, the bigger the bribe needed. Have you ever seen an official with a bog-standard salary driving a new Audi or Bentley? You’ve obviously never been to Russia!

It is possible to do things legally in business. But in most cases, you have to wait months. I really hope something will change soon. But I’m afraid, as Pushkin wrote, “Neither you nor I will live to see that glorious day”.

For the moment, I read recently that IKEA has decided not to develop new business in Russia “due to its insufficient efficacy”. I guess I know why. Oh those honest Swedish guys …

Pavel from St Petersburg, Russia