Book Reviews

The Translator's Handbook by Moory Stoofer

In every professional practice the experience of senior partners is a decisive step in the quick integration of new professionals. Because there is usually the need for someone within the agency capable of explaining the unwritten rules and conventions to new associates at least in the first few months. In the workplace of today, where there is a wide line of demarcation between university education and professional life, the Translator's Handbook by the partners at Schreiber Publishing will for many years be a professional guide for new and established translators.

The Translator's Handbook can best be described as the "Confessions of a translator" as the author placed the historical evolution of the profession within its historical context. By describing translation efforts from the days of paganism to monotheism and from the age of despots, to that of civil liberties. Her explanations cover the translation of the Hebrew bible, islam and she backed the work of contemporary translators with this anecdote: "A more recent totalitarian regime namely Iran has engaged in active terrorism against translators and in this case, against the translators of the Indian born British writer, Salman Rushie". Good and bad translation habits, the problems of techniques and equipment requirements in the age of information technology were perfectly treated. The category of translations were spolighted and hinted that advertising, business, finance, law and telecommucations are high profit generating specialities. Sources of regular translation opportunities, the advantages of working inhouse and information relevant to agency contacts and web sites make this screed a good value purchase.

The Start Up Entrepreneur by James Cook

On many occasions we all have wondered aloud if we could get a book that treats a question of interest to us purposely, to enable us confirm, ascertain or research a particular interest and the Start Up Entreprneur by James Cook fills this gap considerably. From the beginning, the Start Up evangelist carried the idea of business start up to the highest point of encouragment by disclosing that Edwin Land started the Polaroid Corporation in a barn while at college and that Intel started initially as a tiny company of entrepreneurs. With entrenched convictions, he professed that the birth of all America's largest companies such as IBM, General Motors and Xerox were due to the relentless drives of their founding fathers and the determination to break away from the shackles of established conventions.

The Start Up Entrepreneur is spiced with some unplatable truths such as starting a business is a struggle, most especially, that one to control the dark and the negative fears and finding a business niche. He states, that a new business idea will emanate from what the new entrepreneur knows very well. James Cook also offers advice on how to run a company, handling administrative matters and the three keys to successful start-up: That no company can flourish for long on subsidies and that honesty, self reliance and integrity are the taproot of success. Work and reading according to the author are the only talisman against0 depression and in a book of this nature other advise on business start up include proper training and a little dose of security matter consciousness.

Looking Good in Print by Roger Parker

The days are gone for ever, when translators will say that understanding the elements of design is not part of their professional responsibilities. While we could say that the articulate translator does not need to be proficient in graphic designer as a professional designer. The thorny issue remains the fact that understanding the basics such as the choice of fonts, page organisation and the principles of desk top publishing are now important for any professional translator. Roger Parker, in Looking Good in Print explained things like the choice of size, text organisers and graphic elements. Presented objectively, the pratical use and situation necessary for effective type decisions and in the chapter captioned, the blocks of graphic design covered the use of white space, the benefits to be derived from boxes, how to isolate elements and color contrasts.

The chapters on the art of illustration and working with photographs revolved around the use of clip art, charts, diagrams and designing tips. Looking Good in Print includes case studies on how to do catalogs, brochures, letterheads, advertisements and newsletters. To give readers value for their money the author, presented print mistakes that can mar professional reputations to further convince translators that looking Good in Print is a good insurance against shoddy presentations.

French or Foe by Polly Platt

Polly Platt, the former Philadelphia Evening Bulletin reporter is not only a careful observer of Contemporary France but also a consultant specialising in expatriate related matters. After more than two decades in France, she summarised her experiences in French and Foe which received resounding ovation in France and abroad. French and Foe is easy to read, filled with the nuts and bolts on the techniques of walking the French tightrope in the likes of. "Master the magic words, know how to shake hands and the French use of space." A lively portrait of the district corner shops, the frustration of new comers and the socio economic analysis of the French bureaucracy constitute the other interesting pages of this book.

She x-rayed the mechanism of the red tape and recommended networking with the establishment. In a country where history matters the author of French and Foe drawing largely from her experience of Gallic life added," that France is at the head of the countries that ignores the whole person. As for the survival of new residents, she generously offered hints on the French educational system, the rituals of dressing for dinners and numerous unwritten rules.

Savoir Flair Two Hundred and Eleven Tips For Enjoying France And The French

When talking to those who have not read one line of French or Foe, readers automatically become unaccredited representatives of the New York journalist, who moved to Paris one year before the 1968 student revolution. Probably, she got this hint and in an attempt to avoid mis-understanding most especially for a person that runs a training organization for corporate transfers, she made her aims clear in her second book,"Savoir Flair, Two hundred and eleven tips for enjoying France and the French."

In the introduction to Savoir-Flair, the author explained that the French call their rules (savoir-faire), that they are known for their savoir-vivre, that there can be no savoir-vivre without discipline. Which she codified in the form of knowing the basics, the unexpected and the nuts and bolts of living in France. Divided into twenty one chapters, she advised visitors arriving at the Orly airport to be aware of the features of entering a country that hurtled into the 21st century as a high tech leader without leaving behind things like gift for design and style. "Don't travel into Paris by rail from the Charles de Gaulle because its complicated, exhausting and thieves love the RER line," she warned.

To enjoy walking in Paris it will be necessary to cross the street only when the traffic light has stopped and to learn good french and good manners. Spiced with lively and well researched account of the 100th celebration of the most convenient and comfortable subway, as commuters will notice posters and other news relevant to the celebration today in Paris ,not to metion the driverless line 14 trains just opened in 1999. According to her, the cars are sleek, comfortable, streamlined, in short a symbol of French elegance. Foreign students should be ready for tough teachers and lower marks and show respect for French achievements.

Anglophone men are told to treat French women politely and for women she let out the secret of winning French men,"Dress richly, don't come too strong, be charming and don't put out all your signals out at once." However, the main difference between French and Foe and Savoir Flair is that the author uses French quotations, shares business hints, tips on how dogs are special in France, motoring and picking a village in the chapter on enjoying the French countryside.

Online Marketing Handbook by Dan Janal

Articulate marketing professionals emphasize very often in marketing seminars that the objective of any marketing plan is to make sales or to create conditions favorable to future sales. Again and again, its is repeated that selling investment locations to foreign investors is different from selling Haagen Danz ice cream to French or American households. And this idea of distinction is applied to selling on the internet. Despite the fact that increase in product awareness and corporate profits is the overall objectives of traditional and online marketing.

For many years to come, the Online Marketing Handbook by Daniel Janal will be an indispensable reference for both marketing professionals and students. Firslty, its pertinent presentation of the how and why and the opportunities of online marketing gives this material a strong point. Secondly, the impact of a careful target audience, graphics and the efficiency of good copy are demonstrated. He even backed his observations with a panorama of online advertisement selling, representatives and how to measure advertising effectiveness.

Dan Janal says that public relations is part of the overall marketing strategy. Purely from the angle that public relations is a deliberate and sustained efforts of management to establish a mutual understanding between a company and its defined publics by using internet discussions, email, networking and mailing list. The author generously offered hints on writing press releases, distributing news and how to foster good media relations online. Over 51 actions necessary to enhance the performance of a web site are listed. Dan Janal favored hiring specialists for web design and the importance of site maps are surreptitiously described to make online marketing handbook one of those perfect web marketing guide.