Production and control of multilingual communication

Production and control of multilingual communication

“Glocalisation”. The one and only way of guaranteeing

multilingual quality

TRANSLATING AND PUBLISHING WHERE LANGUAGES ARE SPOKEN

EUROLOGOS Group. When localisation becomes "glocalisation" ISO 9001 - EN 15038

The opening of the Eurologos-London branch

Eurologos Group


Eurologos is a small company with a global presence that continues to increase.The Eurologos Group, with its twenty or so branches on four continents,

has provided glocalised services of multilingual communication to international markets for thirty years.

The Eurologos System is based on the production and validation of its ‘glocalised’ branches all over the world.


Glocalisation*, the key word of our era, not just economical

* The term ‘glocalisation’ was created in California in the 90s, by combining

the words globalisation and localisation: in just a few years, it has received more than one million hits on the internet

in the seven most used languages.

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Innovation begins with the courage to tell the truth

in one’s own line of business. This is even more relevant to small companies,

who should not be afraid of taking this first step. This is particularly true in the era of globalisation and in the inevitable consecutive economic crises.

It is ultimately in our own best interests.

The barrier and the wealth of languages

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All productions can be delocalised… except those of languages

The Eurologos Group continues to re-localise

multilingual and multimedia services products.

We are continuing in our quest to set up other ‘glocal’ (global and local)

offices in the biggest economic centres to which globalisation businesses

must export, or with whom modern institutions wish to communicate.



Only a well established communications business, with a presence in target markets, can appropriately design and translate the product descriptions for sale

into the languages and geostyles* of these countries.The Eurologos Group: where the languages are spoken.

The language and geostyle of the client

*Brazilian is the geostyle of Portuguese, in the same way that Argentinian is of Spanish, American is of English, and Croatian is of Serbian…

All modern geostyles are becoming increasing diverse from their original languages.



Example: an unsuccessful advertisement caused by monolocalisation

An article was recently published in a Brussels weekly newspaper regarding an advertisement which wasdenied publication. It was contested by the client due to the lack of glocal validation.

It was an advertisement for a champagne brand, which was aimed at French and Asian markets. In the refused layout, the foreground revealed an image of the bottle about to be opened by revellers

and a young bare-footed girl looking into the distance…The advertisement was banned in France due to a law against the association

of alcohol with consumers (legal masochism?). It was also refused in Asia because of the barefoot image which in eastern societies

raises the huge problem of sexual morality: to rectify this, the girl had to wear espadrilles.

That is why even an unintentionally banal advertisement for a bottle of champagne is not possible without glocalisation.



The impossible multilingualism of monolocalised agencies

How can the majority of monolocalised advertising or translation agencies

in a single country assure multilingual quality of the communication services they offer?

The scandal is that many of these ‘mailboxes’ (as they are referred to), can only guarantee the quality of the language spoken in their country.

We call all of these agencies, ‘mailboxes’, belonging to the monolocalised ocean,

which simply deliver the texts received by their freelancers straight to their clients, without checking them.



The guarantee of multilingual quality is to dispose of as many operational offices as languages promised to clients

The Eurologos Group continues to open other offices

– the most recent: Eurologos-London – in key countries of the modern world.Only a multilocalised agency which independently

produces and validates multilingual texts and has a team living in the country of the target language,

can guarantee genuine linguistic and geostylistic quality to the client.

Of course, the entire Eurologos System and all of its offices are glocalised.



Monolocalised agencies lack production methods and instruments

for all foreign languages(particularly in terms of validation)

In reality, structurally speaking, several monolocalised agencies in one single country cannot carry out the sequence of production and validation

which is essential for the quality of each language and geostyle. This includes the work of editor-translators, proof-readers, terminographers,

computer graphics specialists, webmasters and project managers who work side by side, on site,

and in that of the target language and geostyle, of course.



The illiteracy of monolocalised agencies in foreign languages

The checking, proofreading, terminological control and final validation of a text (or concept) can only be carried out by a native staff member who lives and works

in the country of the target language (for the same company, of course). It can be said that monolocalised agencies (and fatally ‘mailboxes’)

are technically illiterate. For almost all texts in foreign languages.

Think of the severe lack of knowledge and the phraseological or conceptual hindrances that one suffers when learning a second language…



Translation memories, the structured and homogenous solution for clients’ technolects

The Eurologos offices, founded over the past fifteen years on four continents, have found the solution to many problems with regards to the use

of the company or sector’s technolects. This is possible through the use of a different translation memory for each company.

Each Eurologos office has benefited from several of these databases since the 80s and 90s.

Clients must invest in creating, assisted by Eurologos offices (or their truly glocalized competitors), specific technolects for each language,

in order to capture the markets. There is no other way. None of the monolocalised agencies producing the services they

label ‘multilingual’, are able to do so.



Why do monolocalised agencies tend to charge higher prices than Eurologos and glocalised agencies?

The ocean of monolocalised ‘mailboxes’ claim to lower their prices: it is a case of shock marketing.

But if the clients, upon receiving their texts – and invoices! – look closely, they discoverthat the price turns out to be much higher than they first anticipated.

Too expensive and misleading. It does not include the advertised basic services and quality that were promised.

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• Is the page layout tidy and comprehensible?• Is the text ortho-syntactically correct? • Is the technical specialist terminology appropriate?• Is the translation a faithful rendition of the source text? • Is the design and drafting semantically appropriate?



•• • • •

A glocalised and systematically better agency

Even in the case of businesses or public institutions that require translations into the national language alone, choosing a glocalised agency

such as Eurologos is undoubtedly the best decision. In the near future, the majority of clients will inevitably find themselves

communicating in several languages (to capture the respective markets).

It is therefore better to collaborate from the outset with an agency that is already glocal.

Globalisation is an irreversible process that will only accelerate.



Does your current provider of multilingual services also offer copywriting, printing, and web services?

It is rare, if not extremely rare, for the many monolocalised ‘mailboxes’ to offer services in copywriting, translation, printing, and the creation of websites,

internally of course.These agencies, based on the mystification of

the word multilingualism, produce only a lot of promotional activism, often called overclaim.

We know that clients will soon realise this.



The integration of activities: from drafting to printing, including websites, for fast economies of scale

The price reduction of plurilingual communication, which has arisen as a result of the various economic crises which continually devastate our savings,

requires integration of all of its activities: design and drafting, translation, printing and the web.

The Eurologos Group has offered the complete production of all these services since the 90s: the savings are crystal clear.

A single project management system, sustained quality control, speed of service (of delivery), and as a result,

more competitive prices.



The prolific projects of the small glocal business

The Eurologos Group’s projects reflect the characteristics of small multinationalised entrepreneurship, in response to the current and

widespread nihilistic ideology of work. These very same projects are often referred to as

apparently modern, reluctant and released ‘slavery’. The intrinsic, unwarranted work, which is well paid and profitable of course,

is on the other hand, in the huge, often Christian tradition of human and technological innovation.

Today, the small modern business is the protagonist of this eternal vocation: in the hope of salvation and the rewarding will

of those working in eternal innovation.




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Production and control of multilingual communication