Closed Bug 893119 Opened 6 years ago Closed 6 years ago

[sr] Firefox OS Consumer Messaging Headline l10n

Categories

(Mozilla Localizations :: sr / Serbian, defect)

defect
Not set

Tracking

(Not tracked)

RESOLVED FIXED

People

(Reporter: flod, Unassigned)

References

Details

Hi, for the launch of Firefox OS we're going to need some messaging headlines localized in your language.

The slogans to be localized are:
* "Look Ahead"
* "Empower Yourself"
* "Blaze Your Own Path"

In addition to localizing the phrases, we would like advices from you about any negative connotations, language nuances, or cultural sensitivities any of these phrases have in their respective languages.

These localized messages will be used to create graphic assets for you locale. 
If you have any doubt, don't hesitate and ask in the bug :-)
(In reply to Francesco Lodolo [:flod] from comment #0)
> The slogans to be localized are:
> * "Look Ahead"
> * "Empower Yourself"
> * "Blaze Your Own Path"
> 
> In addition to localizing the phrases, we would like advices from you about
> any negative connotations, language nuances, or cultural sensitivities any
> of these phrases have in their respective languages.
> 
> If you have any doubt, don't hesitate and ask in the bug :-)

For the start, I would like to know the message behind these three slogans. :)
I'm CCing Matej (John Slater is already in cc) from the Creative Team to answer your question.

About the "Look Ahead", this is what John explained in a previous bug

The idea of Look Ahead is meant to convey a sense of progress, innovation, growth. For many people, this will be their first smart phone and we want it to feel like an exciting milestone...a moment that represents personal progress and opportunity...a device that will impact their lives in a positive way and point toward continued growth in the future.
Thanks flod. Per John's original email, I think the three lines we want to localize are actually as follows:

Look Ahead (consumer audience)
Blaze Your Own Path (industry audience)
Be the Future (developer audience)

What you say about Look Ahead is totally right. For reference, here's also how I've defined it:

There’s a sense of optimism that comes with a changing world as new opportunities and ways to communicate arise. When people feel it, they want to be part of it, not only to better their lives, but also to participate in a better world. That’s what Firefox OS promises and provides. It’s not just a smartphone. It’s a symbol of the journey they’re on and a companion on the road towards the future they now see.

The other two communicate similar thoughts, but for different audiences:

Blaze Your Own Path tells operators and manufacturers that they can have more control and say than they do with other operating systems, like Android or iOS. As we say on our partner site, "to manage, customize and improve relationships with their customers."

Be the Future is about being on the cutting of a new way forward in apps and operating systems, about defining how this new landscape will look and paving the way for the next generation.

Please let me know if you have any additional questions about any of this.
Yep, sorry for the confusion.

These are the slogans that we'll be using, with the target audience.
* "Look Ahead" (consumer audience)
* "Be the Future" (developer audience)
* "Blaze Your Own Path" (industry audience)

These messages will be used to create marketing and advertising material. A couple of examples:
http://www.flickr.com/photos/mozillaeu/sets/72157634593759364/
http://www.mozilla.org/en-US/styleguide/identity/firefoxos/community/
John, could you tell us if you need the strings in Cyrillic script, Latin script or both? Thanks
For reference, this translation is currently used in tabzilla.lang

;Look ahead
Поглед у будућност
After a talk with other guys from localization, we think that the following translations should be used:

;Look Ahead
Завирите у будућност

;Blaze Your Own Path
Створите сопствени пут

;Be the Future
Будите део будућности



>;Look ahead
>Завирите у будућност
This means to take a peek into the future - because Firefox OS is the future (web apps, HTML5) and it calls people to "take a look" what's in the future. 


>;Blaze Your Own Path
>Створите сопствени пут
This literally means to create your own path. 


>;Be the Future
>Будите део будућности
"Be the part of the future"
Thanks Oskar and the team!
Thanks all!
John, do we need also a Latin script version of these messages for Serbian?
Flags: needinfo?(jslater)
(In reply to Francesco Lodolo [:flod] from comment #10)
> John, do we need also a Latin script version of these messages for Serbian?

That might be a better question for the Serbian team. If you were going to see these phrases on a billboard or sticker or some other piece of marketing what format would you expect?
Flags: needinfo?(jslater)
(In reply to John Slater from comment #11)
> > That might be a better question for the Serbian team. If you were going to
> see these phrases on a billboard or sticker or some other piece of marketing
> what format would you expect?
Serbian Latin. Mostly.
I'd prefer to just pick one rather than do both, but if you think Serbian Latin is the way to go that sounds good to me.
(In reply to John Slater from comment #13)
> I'd prefer to just pick one rather than do both, but if you think Serbian
> Latin is the way to go that sounds good to me.

I'd say that's in large part a marketing decision. We can help by giving some l10n data that may allow you to make a more informed decision.

Serbian can be written in both Cyrillic and Latin alphabets, the population understands and uses both. We ship Firefox Desktop and all of our websites/other software in Cyrillic alphabet. Cyrillic is the official alphabet used in the administration, however, latin seems to be more popular among the younger population and if you look at the 10 most popular websites in Serbia, 9 of them use Latin script.

Also, apparently our partners have asked us to create Firefox OS builds in both Serbian and Latin scripts.
If we do this in Cyrillic, this can be a very positive for Mozilla which will show people that Mozilla "cares" about Cyrillic alphabet. I think that people won't have negative reactions just because it is written in Cyrillic. 
If it's going to be written in Latin, it's just going to another billboard among others written in Serbian Latin.
Oskar, can you confirm that the transliteration I did of your slogans from Cyrillic to Latin script is correct?
http://l10n.mozilla-community.org/~pascalc/temp/transliterate/
(In reply to Pascal Chevrel:pascalc from comment #16)
> Oskar, can you confirm that the transliteration I did of your slogans from
> Cyrillic to Latin script is correct?
> http://l10n.mozilla-community.org/~pascalc/temp/transliterate/

Looks good. :)
Hi everyone,

just wanted to let you know that Oskar and I discussed the same issue, Latin vs Cyrillic, via email for the localization of our press materials (Firefox OS Guide, press graphics etc). Telenor produces their materials in Serbian Latin only, and as I understand Oskar would prefer Cyrillic. 

John and Pascal - I would await your decision on with letters we should use for all our Serbian Firefox OS materials before advancing the press materials localization.

Thanks,

Valerie
(In reply to Pascal Chevrel:pascalc from comment #14)

>  however, latin seems to be more popular among the younger population 
Among the young population, unfortunately English alphabet is more popular than Serbian Latin alphabet. 

This is, indeed a good marketing question, but I believe that whichever alphabet we use for Firefox OS campaign, it's going to get a positive reaction. 

Also, when taking a look at Cyrillic and its usage, you can hear that some people are doing propaganda to spread the usage of Serbian Cyrillic, while not thinking that it has a negative reaction at folks. 

Also, I would like to give a positive way of "propaganda" (as some of them call it):

In this article, story is about LG Electronic company that produce mobile phones, and the news is that hey have implemented Cyrillic interface in Android 4.0

http://www.b92.net/tehnopolis/vesti.php?yyyy=2012&mm=07&nav_id=628008 

Company said this "This way we are advocating for keeping the tradition and respecting cultural and language diversity in modern information society."


But that's not it, if you look at the comments, reactions are positive!
Among the comments, people are praising LG Electronic (and others who are doing same) for taking care of Cyrillic alphabet and understanding its presence, when our nation is not. 

By that, if the marketing with Cyrillic alphabet comes from some global company (Mozilla) it is going to have a positive reaction, because it shows that someone outside the country uses it and promotes it, and in a damn good way!

By the way, I'm not using Cyrillic outside my volunteering work for Mozilla when I'm doing translations. But I still do like it, and I have no problem for using it. 

Just sayin'.
Hi all. John is on PTO for the next couple of weeks, but I'd like to get this settled quickly, if possible. Which alphabet do we normally use for Firefox localizations?

If Telenor is using Latin, I would argue that we should do that same to stay consistent. But I also understand the argument for using Cyrillic.

What's the best way to resolve this?

Pascal, WDYT?
I think it should be Latin.

First reason is that Telenor uses it and we should be consistent.

Second is that I think Cyrillic creates negative reaction when used in technology  related products. Especially with advanced users who mostly use English for interface.
(In reply to Matej Novak [:matej] from comment #20)
> Hi all. John is on PTO for the next couple of weeks, but I'd like to get
> this settled quickly, if possible. Which alphabet do we normally use for
> Firefox localizations?

Cyrillic and all our current resources are currently in cyrillic. 

> 
> If Telenor is using Latin, I would argue that we should do that same to stay
> consistent. But I also understand the argument for using Cyrillic.

What if another partner wants to ship in Serbian and prefers cyrillic?

> 
> What's the best way to resolve this?
> 
> Pascal, WDYT?

I aready gave my opinion in comment 14, I think l10n-drivers and localizers can give you context and help shape your decision, but I am not sure we should make the marketing decision ourselves ;)

I would propose to give the final say to Milos, he is a Serbian living in Serbia, an l10n-driver and the Firefox OS localizer.
Flags: needinfo?(milos)
Thanks, Pascal. I totally agree.

Milos, I'm looking forward to hearing your thoughts on the matter.
Hi everyone,

just wondering when we can expect a decision on this? We need to start localization of press materials.

Thanks,

Valerie
Cyrillic is archaic Serbian language script, and Latin is what most people use these days. Telenor is shipping phones in both Cyrillic and Latin, as far as I know.

Anywho, I say go with Latin for promotional material.
Flags: needinfo?(milos)
Latin it is then :) Thanks guys, marking fixed.
Status: NEW → RESOLVED
Closed: 6 years ago
Resolution: --- → FIXED
Hi all. Thanks so much for the work here. To help us understand the lines a little better, could someone provide a brief explanation of each one that talks about any cultural implications or wordplay that may be involved? We'd love to know how these will sound to a native speaker, what the tone is, whether they're formal or colloquial, etc. Any insights you could provide would be greatly appreciated.
(In reply to Matej Novak [:matej] from comment #27)
> Hi all. Thanks so much for the work here. To help us understand the lines a
> little better, could someone provide a brief explanation of each one that
> talks about any cultural implications or wordplay that may be involved? We'd
> love to know how these will sound to a native speaker, what the tone is,
> whether they're formal or colloquial, etc. Any insights you could provide
> would be greatly appreciated.

Hey Matej,

this aren't two languages, two forms of one language nor anything like that. This is about the scripts, the way we write letters. That said, alphabet is the same, so are the words and the way you express yourself in writing, it's only about the way you write letters.

So, to answer your question: Cyrillic is older, though still official. Latin is modern, and what most people use these days.
Thanks for the clarification, Milos, but I was actually looking for explanations and translations of the headlines your team came up with. Sorry for not being clearer.

Looking back through the bug, I see there is already some explanation in comment 7. Is there anything else you'd add to that?

Thanks.
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