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Translating Wellness: A Case Study
Ellen Theunissen (4103432)
MA Vertalen
Dr. Cees Koster
Prof. dr. Ton Naaijkens
01/02/2017
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Contents
Introduction
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Chapter One
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Chapter Two
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Chapter Three
40
Conclusion
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Translation
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Bibliography
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Introduction
Language in advertisements presents the translator with many different issues and
problems: tone, text type specific language, and perhaps most interestingly the
difference and balance between advertising language and informative language and
the difference between source culture and target culture. In a text like this, tone, for
example, is supposed to remain formal because the text is meant to appeal to
employers and business people. But while the tone is expected to remain formal and
professional, it also needs to be personal in order to appeal to the text’s audience.
Language specific to advertisements is supposed to make the text appeal to the
audience more, and is supposed to support the points made. This language includes
repetition of phrases in order to capture the reader’s attention and personal, less
formal language in order to seem familiar and less distant. Another issue is the
informative language of the text: Facts and figures used to support claims made in
the text may apply to the US, but that does not mean they will apply to the
Netherlands. The fast facts, for example, show statistics used to highlight certain
health issues in the US. In the Netherlands, these facts may come out to be entirely
different. Another issue concerns the differences between the cultures involved.
Cultural differences can change an entire text in translation, as they can dictate what
works in advertisements and what does not. In this case, health care is arranged
differently in the US and the Netherlands, and this among other differences may
mean that workplace health programs are perceived differently by their respective
audiences.
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The text that will be discussed in this thesis is a booklet by Calpers, which
stands for California Public Employees’ Retirement System. CalPERS is an
organisation that, according to their web site, “administers health and retirement
benefits,” for members. The product advertised here is a wellness program for the
workplace. The text is, aimed at employers who may be interested in getting a
wellness program for their employees. This text contains a clear division between
informative language, used to bring across facts and figures, and persuasive
language, used to persuade the audience to take action in the way the text intends.
The informative side of this text is reflected in the statistics the text gives. It shows
numbers and statistics from studies that make clear how much of an advantage there
is to CalPERS’ wellness program. These studies mostly focus on expected financial
gain: “A subsequent review of 56 published studies of worksite health promotion
programs summarized the studies as follows (…) Average 26.8 percent reduction in
sick leave absenteeism.” (3) Another way the text uses facts and information is
through the fast facts. Short statistics on the prevalence of certain health problems in
the US here summarize why a health program may be needed: “According to a study
from the National Institutes of Health, less than 5 percent of U.S. adults engage in the
recommended amount of physical activity (30 minutes per day).” (5) The text goes on
to give a few reasons why the work place is a good place for a health promotion
program to be held. An example of this is “It is a convenient site where employees
spend many of their waking hours each week.” (3) However, while this text gives the
audience a lot of information about health problems and the benefits of health
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programs, the text is not primarily informative in nature. In her 1997 article
"Functionalism in Translator Training," Christiane Nord points out that texts very
rarely have just one function (45).The information in this text clearly is not only
meant to inform the audience: it is primarily meant to convince them that a health
program at the workplace will benefit them. This is a common occurence in
advertising texts: in her 2006 article "The Language of Advertising: an Analysis of
English and Lithuanian Advertising Texts," Jurgita Vaičenonienė states that
"information included in advertisement should not be considered as a primary goal.
Instead, it should be perceived as a complimentary function helping the
advertisement be more persuasive." (44) The language is clearly meant to emphasize
this purpose. The more subjective word choice of ‘convenient’ is clearly a part of this.
While the text is still referring to a fact (employers spend much of their time at the
work place), the word ‘convenience’ points to a certain value.’ The text also starts
with “dear employer,” and the author often uses personal language such as “we look
forward to helping you.” Both ways of peronsal address are ways to draw in the
attended audience and to give the organisation a more trustworthy image.
In the article "Functionalism in Translator Training" (1997), Christiane Nord
argues for a functionalist approach to translation. She points out that the leading
appraoch is to let the translation decisions be guided by the desired function of the
target text (39). Seeing as this is the leading approach and this text will need to
function well in the target situation, this will be the best approach. Nord then
distinguishes between documentary and instrumental translations. Documentary
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translations are meant to function in a metatextual context. These translations are
therefore not meant to function as an original text. Instrumental translations are
meant to function as an original text: they function on their own in the new situation,
are not meant to refer to the fact that the text is a translation. Nord also
dinstinguishes between heterofunctional translations, in which the target text
function differs from the source text function, and equifunctional translations, in
which the functions are the same. (47-52) The translation of the CalPERS booklet will
be an instrumental, equifunctional translation: in the article "Advertising
Translation" (2011), Cristina Valdés points out that in advertising campaigns, the
target text is always meant to have the same function as the source text. They are
written in the same marketing campaign, and part of the same production process.
These texts are, therefore, written "by different authors in different languages and for
differentiated audiences, although with the same communicative function." (2) As
this is primarily a persuasive text, the target version of this text will have the same
function as the source text: to persuade the audience to start a workplace health
program at their workplace. This also means the text has to function on an
instrumental level: if the translation is to serve the same function as the source text, it
will also have to function on its own in the new function. In order to achieve this
function, he translation will have to deal with the aforementioned translation
problems appropriately, so that the Dutch target text will function on the same level
as the source text.
To sum up: Two main problems in this text are the difference between the
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informative and persuasive language in the text and the cultural differences: The
informative language is often used in a persuasive way, or it is used in order to back
up a persuasive claim. However, informative language in itself is also a problem: to
get an effective Dutch text, the US statistics will have to be replaced by their Dutch
counterpart where possible: differences in the prevalence of a health program, or
differences in the effects of a health program, may cause the text to be less effective if
this is not accounted for. There are other things that may affect the effectiveness of
the text: the conventions of style or lay-out in Dutch may be different, which might
result in the text becoming somewhat alien to a Dutch public if not accounted for.
This thesis will deal with these issues in the following way. The first chapter
will deal with the translation of informative language in persuasive text, in particular
this text. This chapter will discuss the fast fact that show health statistics, and how
they need to be changed for the Netherlands. It will also discuss the research and
numbers used to back up claims. Another issue that will be discussed in this chapter
is how to account for the web sites at the end of the text. The second chapter will look
into translating persuasive language in the text. It discusses brevity, repetitive
language that captures the reader’s attention and the balance between formal and
informal tone, as well as the use of prestigious institutions in order to support claims.
The third and last chapter will look into the cultural differences and the various
possible ways of accounting for them. The main issues that will be addressed in this
chapter are the differences and similarities between Dutch and American culture, as
well as the possible differences in attitude towards health care programs at the
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workplace. Other issues that will be discussed are cycling culture in the Netherlands
and how the use of prestige in order to back up claims may need to be changed. The
overall question this thesis is looking to answer is what the different possibilities are
for a translation of texts like these to a Dutch audience and the Dutch market, and
which is the best way to translate. The thesis will also include my own translation of
the text. The mock assignment for this is: CalPers wants to bring their health
programs to the Dutch market, and therefore wants this information booklet
translated and localised into Dutch.
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Chapter One
In her 1997 article "Functionalism in Translator Training," Christiane Nord mentions
the various functions a text can have. One of the main functions is the referential
function. This is the function responsible for giving information on the real or
fictional world in which the text takes place. (40) The CalPERS booklet informs the
audience of the prevalence of certain health issues and the benefits of workplace
health programs through research and statistics. For the translation, it is important to
get these facts and figures correct as well as easily understandable to the target
audience. The best way to do this is to adjust the figures presented in the text to their
equivalents in the target language and national context: In order to properly carry
out the referential function, the target audience needs to be able to place the
information in their model of the world (Nord 41). In this case, the Dutch audience
would need to be able to place the information about health problems into their own
cultures and understanding. As it is, the information applies purely to American
society through its use of statistics linked to an American audience. In order for the
Dutch translation to carry out its function, these bits of information need to be
transferred to their equivalent in the Netherlands wherever possible: if there are
Dutch studies available, these will describe the situation in the Netherlands better
than the American statistics do. Through these studies, the intended Dutch audience
will be better able to understand the problem and recognise its importance in Dutch
society. An effective persuasive text will require an informed and engaged audience:
in order for the text to reach its goal of persuading the target audience, the target
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audiece should feel addressed. Chron, a website dedicated to small business,
contains a section about effective communication and an article on persuasion. This
article states that “Effective persuasive communication addresses the audience's
needs, values and desires.” (par. 2) By stating what is important to an audience and
informing them of certain statistics in this area, a text will capture their attention. The
article also states this: “if you're trying to persuade company management to adopt a
no-smoking policy, begin with a statistic regarding how many sick days smokers
take compared to non-smokers.” (par. 3) This is exactly what the CalPERS text does:
it uses statistics and addresses issues that are of importance to its audience. An
example of this is the following: “A 2010 study… each dollar spent on a worksite
wellness program can reduce absenteeism costs by about $2.73 and medical costs by
about $3.27.” it is best to search for Dutch equivalents of said research. As Dutch
figures may differ greatly from the American statistics, using Dutch figures on the
monetary benefits of health programs for this to remain effective to the target
audience. However, those are not the only numbers and statistics that will almost
certainly differ greatly from the Netherlands to the US. The ‘fast facts’ are used to
clarify the prevalence of certain health problems and give reasons why a wellness
program at the workplace could be a wise decision. These would also be likely to
change when adjusted to Dutch statistics. For example, obesity rate and stress levels
for employees could differ greatly in the Netherlands, as could absenteeism figures.
If these statistics are not adjusted to the situation in the Netherlands, it could make
the text less effective in Dutch.
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However, it is possible that this type of research has not been done in the
Netherlands. Therefore, it is also necessary to think of an alternative approach to take
if this is the case. Another question is how to deal with the programs that CalPERS
has to offer, as well as the websites and phone numbers at the end of the document
that are not associated with CalPERS as an institution. This chapter will consider
these issues and the best way to make sure the facts and statistics are dealt with
appropriately in order to maximise effectiveness in Dutch.
In his 2009 article "Translating Informative and Persuasive Texts," Roberto A.
Valdeón mentions some important characteristics of informative texts. For the
translation and the situation in which it will serve its purpose, it is important to
consider these characteristics and how they appear in this text. The first characteristic
Valdéon mentions is that informative texts often transfer specialist knowledge into
non-specialised information, making them understandable to the general public.
Informative texts often make use of jargon and terms from multiple fields, but
usually do not use many highly specialist terms (77). This text in particular makes
use of terms in the fields of healthcare and economics. The terms from the healthcare
field are mostly used in research and facts about health problems, while the terms
referring to office life and economics are meant to appeal to employers. Valdéon then
mentions the temporal validity of certain types of informative texts. This is the
duration of time in which the information in a text will still be relevant. Information,
especially on the internet, renews quickly and will become obsolete in a very short
time, sometimes hours or even minutes. The average advertising text, according to
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Valdéon, has a temporal validity of weeks to months. Tourist guides, for example,
will be relevant for years, as this information does not renew as quickly (79). It is
important to consider the temporal validity: the amount of time a text will be valid
for could change the information the translator chooses to put in. The CalPERS text
may have a temporal validity of not weeks, but months or even years. This text does
not contain very short-lived information: for as long as CalPERS would advertise
their health plans in the Netherlands, the text would be relevant with perhaps some
minor adjustments. The article then explains how informative texts interact with and
influence their audience. A text, especially if it is meant to instruct an audience to do
something, tends to influence its audience by telling them how to do it (79). As this is
an advertising text, it is influencing its audience to purchase and make use of
CalPERS health plans and services. It does this not only through purely persuasive
techniques, but also through informing the audience of how to access them easily.
These texts aim to communicate an effective message that leads to product purchase
or consumption. This type of text is therefore sometimes regarded as a product
translation: it translates information in order to effectively send the message (79).
This text can be regarded as a product translation: it aims to communicate the
message that health programs at the workplace are worthwhile. Another feature of
imformative texts that Valdéon’s article mentions is how these texts and their
translation can help spread or promote ideologies (79). The example he cites is of a
political nature, but this text does spread a certain ideology or aims at a certain value.
It spreads the idea that health programs at the workplace have certain benefits to
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both employees and the company and employer they work for. However, by doing
this, it also spreads the idea that employers should take a role in their employees'
health.
One of the first text specific issues that become apparent is the definition of
wellness. In the source text, the author cites the Random House Unabridged
Dictionary’s definition of wellness: “1. The quality or state of being healthy in body
and mind, especially as the result of deliberate effort.” (2) In Dutch, the word
‘wellness’ has been defined by the Van Dale dictionary as “het lichamelijk
welbevinden en alle activiteiten, voorzieningen en producten die hiertoe kunnen
bijdragen.” (Marketscan Wellness 4) This definition corresponds quite well with the
English definition of the term. However, this describes an individual approach to
health, not an approach to health care at the workplace. The text, however, states a
secondary definition: “2. An approach to health care that emphasizes preventing
illness and prolonging life, as opposed to emphasizing treating diseases.”(2) In
Dutch, the term wellness itself does not have a definition like this. There is, however,
a term that is often used when talking about health programs at the work place:
integraal gezondheidsmanagement (IGM). This is an approach to health at the
workplace that is similar to the second definition of wellness, which is more
important in this text. IGM, like the health programs the text advertises, aims to
prevent disease and promote a healthy lifestyle rather than only focussing on
treating existing health problems. In 2003, the term was defined by INGZ and TNO
as: “Het systematisch managen van de bedrijfsactiviteiten met het doel de
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gezondheid en welzijn van mens en bedrijf te bevorderen.” (Zwetloot et al, 2003) The
term wellness, in the Netherlands, seems to be mostly associated with individual
health and wellbeing rather than an approach to health care and management at the
workplace. Therefore, as IGM as a term may be more easily recognised by
employers, it is the better term to use. However, in the source text, the other, more
invidual approach to wellness is further explained as well. It is therefore not
desirable to leave the term out completely: even though the meaning of wellness that
deals with personal health is not necessarily as important in the text, the source text
does explain this meaning. It is also vital to have some understanding of this
meaning of the term, as the health programs the text is mainly concerned with do
focus on promoting individual health care. As this is the case, it is best to include
both the term wellness and IGM in the translation as well, in order to ensure
effectiveness and accuracy. The problem with this is the placement of the explanation
of wellness and IGM. One solution would be to explain IGM immediately after the
explanation of wellness, the way it is done in the original text: on page four of the
booklet, the term is explained. After the basic definitions of wellness and an
explanation of what it involves for the individual, there is this explanation of
wellness programs: “An effective wellness program manages an individual’s health
and supports the individual in becoming aware of and practicing choices to create a
healthy lifestyle.” (4). This explanation of wellness programs, however, gives little
information on how the workplace would be involved: even though a workplace
health program would essentially have the same goals, it would be good to include
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an explanation of the role an employer could play. While there are reasons to explain
IGM in the same place as in the original text, there are certain reservations: IGM may
need an explanation that is longer than this one line. While IGM is closely related to
wellness and does build upon it, IGM is not only a health program. It is a way of
managing a workplace that focuses on health, wellbeing and prevention. This
workplace philosophy may require more explanation. Therefore, it would be best to
explain IGM in its own fifth page in the translation.
Another problem is finding the most desirable way to deal with the use of
research and numbers to make clear how a wellness program can help. Not only
would the figures and statistics be different in the Netherlands, Dutch culture may
also lack the research that would show the same amount of statistics on wellness
programs. The statistics that are shown in the text range from a percentage of sick
leave absenteeism reduction to a savings-to-cost ratio of health programs. The
problem with this is that in the Netherlands, while it is possible to find some
estimates on a savings-to-cost ratio, research on the benefits of health programs is not
nearly as extensive as it is in the U.S.: there are no known statistics on how much it
reduces sick leave or health care expenses. This problem, however, can effectively be
solved by using the numbers that are used in the text in combination with estimates
and research on benefits in the Netherlands: research done in the U.S. may not be
completely accurate in the Netherlands, but will still indicate what results can be
expected and show why health programs work.
Research and numbers are also needed to translate the “fast facts”. These facts
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are meant to clarify relevant issues, for example the prevalence of certain health
problems.These, too, are aimed at an American public and may therefore not be
accurate in the Netherlands: the number of adults who are overweight or obese, for
example, is larger in the U.S. than it is in the Netherlands. Most of the numbers are
quite easy to find: the number of overweight adults, for example, is monitored quite
well. In some cases, numbers are conlicting. the text points out that “Two-thirds of
family physician office visits are for stress-related problems and complaints.” (6)
Sources on the Dutch number for this are unclear: many sources state that 12% of
Dutch physician office visits are stress related, but others state numbers as high as
70%. As the 12% figure is also cited in an e-book on burnout by TNO (Nederlandse
organisatie voor Toegepast Natuurwetenschappelijk Onderzoek), it is likely a reliable
figure and therefore the best choice. The original text states that “The average annual
health care costs for adults who are obese are 36 percent higher than for normal
weight individuals.” (5) While the exact percentage for the Netherlands could not be
found, there is a figure that will give the same indication: the total annual health care
and absenteeism costs resulting from obesity. This figure is probably just as likely to
encourage the target audience to start a health program at their company, even if it is
not given in the same format.
Another issue comes with the tools and health programs that CalPERS offers
to employers to encourage employees to get healthy. Even if these tools are only for
their health plan members, it is desirable to leave it in the translation: if CalPERS is
offering their services in the Netherlands, it would be possible to be a member and
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therefore make use of the health plans and wellness programs CalPERS offers. As
CalPERS would offer those health and wellness plans in the Netherlands, they would
be offered in Dutch. Therefore, the descriptions in the original text can be translated
to Dutch without problems. While it is reasonable to assume that the websites would
remain the same, the phone numbers may be an issue. In this case, CalPERS would
get a special phone number, or a series of phone numbers, meant for companies. The
Dutch website “zakelijkenummers.nl” provides the possibility to get this type of
phone number, or a series of numbers. The website explains that the only change in
the phone number is that it would be transformed into a business number. This is
done by starting the number with ‘088’. Other than that, it is possible to have the rest
of the number remain the same. As it is not undesirable to have the number remain
mostly the same, keeping the number is a good choice.
The end of the text consists of various other sources that do not have any links
with CalPERS as an institution. These could, however, help employers read up on
wellness programs or get ideas for health programs and gather information about
various diseases. As these websites are not associated with CalPERS in any way, it is
a good decision to research possible Dutch alternatives for these websites as those
would appeal more to a Dutch audience: this is a form of tailoring the advertising to
something the audience knows and understands, and it will help the Dutch public to
get a better grasp of what workplace health programs means, as well as giving them
useful tips in sources they may already know of. Some of them do have Dutch
counterparts that can be used here. The American Cancer society, for example, has a
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Dutch counterpart in KWF kankerfonds (www.kwf.nl). The American website has a
‘stay healthy’ section with tips for prevention: eating healthy and staying active,
preventive screenings, not smoking and tanning safely are a few of the topics. The
Dutch site has a similar section on prevention with topics and tips much like these.
As this source is so close to the original, it is a desirable counterpart.
The US Department of Agriculture website ChooseMyPlate has a full Dutch
counterpart as well. This website contains tips on how to eat more healthy. This
website has a Dutch counterpart in ‘het Voedingscentrum’
(www.voedingscentrum.nl). This website, too, contains many tips on how to have a
healthy diet. However, there are differences: the American website also has tips for
vegetarians, eating well on a budget and information about physical activity. The
Voedingscentrum website does contain information on losing weight. However,
these tips, too, are only focussed on a healthy diet. While the Voedingscenrum does
not contain this information, it does contain tips for parents of teenagers and tips on
how to be more environmentally conscious. These are sections ChooseMyPlate does
not contain any information on. Even though there are certain differences, the
voedingscentrum website is still a alternative for Choosemyplate: both websites are
focused on healthy eating and thereby encouraging people improve to their diet and
health.
The Centers for Disease Control and Prevention website has a good alternative
as well: the RIVM (Rijksinstituut voor Volksgezondheid en Milieu). Just like Centers
for Disease Control and Prevention, this site contains information about diseases as
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well as health at work, even if the information is not as easy to find on the Dutch
website. ‘Onderwerpen’ contains a list of subjects the institution is concerned with.
One of them is ‘Gezond Werk’. This subject contains a link to Loket Gezond leven
(www.loketgezondleven.nl). This link gives information about workplace health:
how to start a program, a toolkit, and other companies’ own experiences.
While some of the sources do have Dutch counterparts extremely close to the
English source, others do not. For a number of these sources, the best choice may be
to keep the English source in, rather than finding a Dutch alternative. This can be
considered an option as English proficiency in the Netherlands is high: the
organisation EF Education First tests proficiency in English by having people doing
online tests and ranking the results by country. The Netherlands gets a English
Proficiency Index of 68.98 and is ranked under “very high” profiency. One source
where keeping the English website may be best is the website for the Take Action
program. This is a free, web based program that encourages employees to make a
start in improving their health. As there is no free, web based program like this
available in Dutch, it is best to keep the source in English.
Another source like this is smallsteps. This website provides over one hundred
ideas for small steps that will help people take action and start living more healthily,
and can fairly easily be implemented in daily life. While there are Dutch websites
that give some similar tips on how to use small steps to start making healthier
choices, these do not have nearly as many tips. As there is no good Dutch
counterpart, keeping the English source, and noting that this source is in English, is
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the best option.
There are also several sources that do not have full Dutch counterparts, but
that have partial counterparts that still fulfill the purpose. One of those is the website
from the American Psychological Association and the APA Practice Organization.
Their website contains information about psychological issues, mostly related to
work and workplace health. The Dutch organisation Fonds Psychische Gezondheid
has a website that is less focussed: it gives information about psychological issues
without the focus on work and workplace health. Still, it is is a valuable source: while
the website is not focussed on workplace health, it contains some useful information.
It focusses mostly on stress on the work place and ways to reduce it. Because of this,
this source is close enough to the original source to fulfill the purpose.
The ‘healthier US’ website has a good partial counterpart in the Hartstichting
website. Healthier US has a website with tips and information on how to live a
healthy life: it contains tips about a healthy diet, exercise, and preventive screenings.
The Hartstichting website focuses mostly on the prevention of heart disease, but their
website, too, has a ‘healthy living’ section that has similar tips on how to have a
healthy lifestyle. While mostly focussed on preventing heart disease, these tips on
healthy eating, exercise and screenings are still useful. As both websites share similar
tips, the Hartstichting website is a good partial equivalent. Partnership for
Prevention has a counterpart in “alles is gezondheid,” which is the program for
“Nationaal programma Preventie,” a Dutch program that aims to create a movement
towards a healthier lifestyle and prevention of disease. Both of these websites have
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information on prevention and worksite health. Therefore, Nationaal Programma
Preventie is a good counterpart for Partnership for Prevention.
The Wellness Council of America website is a member-based organisation, but
it holds valuable information for non-members as well: it contains case studies,
presentations on health, and incentive campaigns. This website has a partial
counterpart in www.gezondheidsmanagement.nl. This website is run by Centraal
BegeleidingsOrgaan (CBO), which is an institution that aims for higher quality care
in the Netherlands. The website holds information on why health programs at work
are worth the time, costs and effort. It has various themes, such as “work and
smoking” and “work and exercise”. These pages hold valuable information on how
and why to start implementing a health program. As the Dutch website holds good
information about workplace health, it is a desirable counterpart for WelCoa.
The National Business Group on Health website is once again a source that
has a fairly straightforward Dutch counterpart. While the Business group on health is
also a global organisation, it does not operate in the Netherlands. There is, however,
an organisation that does: Europees Agentschap voor Veiligheid en Gezondheid op
het Werk. This organisation does have a Dutch website:
https://osha.europa.eu/nl/front-page. Both of these websites have publications and
tips about health at the work place.
In conclusion, there are multiple problems with translating facts: the facts and
statistics are aimed at an American public, and therefore do not necessarily apply to
the Netherlands, where many of these statistics are different. In those cases, it is
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necessary to change the facts to their Dutch counterparts to keep the text as effective
as it is for an American public. The fast facts, for example, contain information and
statistics about the general population’s lifestyle and health choices, as well as
information on the costs of bad health choices for the employer. The text would be
less effective in Dutch and for its Dutch audience if such numbers and facts are not
replaced by more accurate figures for the Netherlands. The same goes for the sources
at the end of the text. These are meant to help the reader get a better grasp on what
workplace health and wellness mean, and to keep the sources in as they were would
mean a less effective text: as advertising mostly aims to use what the audience
already knows, it would be better to use Dutch counterparts to the English sources.
For the efficiency of the text, it is worthwhile to do the research and domesticate the
statistics and facts for a Dutch audience.
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Chapter Two
Being a primarily persuasive text, this booklet abides by certain genre conventions.
In her article "Functionalism in Translator Training," (1997) Christiane Nord states
that these conventions develop when a certain type of text is often used in specific
situations (53). In this same article, Nord also mentions the appellative function,
which is responsible for invoking a certain response in the audience. Persuasive texts
make heavy use of this function: they speak to their audience’s needs and desires in
order to get the reponse they intend. Nord mentions that direct indicators of the
appellative function include imperatives and rhethorical questions, while the
appellative function can be carried out indirectly through style, tone and the
expression of positive values (43). She also speaks of the phatic function, responsible
for starting, maintaining, and ending contact between the author and the audience.
This function can also be used to indicate the level of formality between them, and
relies heavily on convention of form. Opening devices are used as an example. The
way these functions are carried out can be analysed through certain function
markers. These function markers are further explored in Jurgita Vaičenonienė’s
article “The Language of Advertising: Analysis of English and Lithuanian texts”
(2006), which will be used to explain the language of advertising in this text.
Approaches to persuasion can partially be explained through ethos (the
credibility of a source), logos (the way points made in a text are supported) and
pathos (the persuasive language used to motivate the audience), and the way the
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audience generally reacts to persuasion techniques in different situations. Linguistic
means of persuasion are subjective tone, repetition of certain sounds or images,
explicit claims and the promise of saving money. One of the means of persuasion the
text utilises is tone. The overall tone of the text is professional, yet personal: the
author uses words like ‘we’ and ‘you’ to imply innclusiveness and familiarity. The
text also makes use of prestige. It quotes studies by prestigious institutions to
convince the readers that stududies are trustworthy, and shares CalPERS’ experience
with health programs. The text also utilises the prospect of saving money in the long
run by encouraging employees to get healthy. By making employers a clear and wellidentified audience of the text, the author can select persuasion techniques that are
more likely to speak to them. The text also states a couple of reasons why the
workplace is a good place to start a health program, and that it has benefits over just
letting employees get healthy by themselves at home. Another example of a
persuasive technique used is brevity of language, in which syntax and grammar are
often adapted to the space that is available. This form of persuasive language is more
common in advertisements with very limited space. While this is not the case in this
text, a form of brevity could still be present. Another way texts persuade their
audiences is through language that cathes the reader’s eye. This includes techniques
like alliteration, emotive language, and repetition. These techniques are used to make
the text stand out, and to engage the audience in order to persuade them.
The ancient Greek philosopher Aristotle distinguishes three main persuasion
techniques: Ethos, Logos and Pathos. There is a website dedicated to explaining the
26
distinction between the three techniques and how they help to persuade the
audience, pathosethoslogos.com
Ethos is convincing through an author’s character or credibility. This is
conveyed through style and tone, but also through a speaker’s or author’s prestige or
expertise. In the case of CalPERS as an organisation, this means of persuasion relies
on their expertise in this field and their status in the US. Not only does the text make
clear that CalPERS as an institution is experienced in the area of workplace health
programs, the research used to support the argument is also linked to prestigeous
institutions to convince readers it is valid and trustworthy. In the introduction, the
text defines CalPERS as “the second largest public purchaser of health care in the
nation” (1). While CalPERS may not be well-known in the Netherlands, this is still a
useful persuasion technique. Stating that CalPERS is a large institution in the US may
build trust in the Netherlands: if Dutch employers are introduced to CalPERS as a
large and experience institution from the work they have done in the US, it is not
unlikely that they will be inclined to trust CalPERS to achieve the same results in the
Netherlands. This is not the only way the text mentions CalPERS experience and
knowledge of healthcare and health programs: a section of the text is dedicated to
their experience with a wellness program they have set up. By explaining their
experience and expertise in the area, CalPERS comes across as knowledgeable on the
subject. The text also uses prestige in the research it quotes: it mentions several
prestigious institutions to strenghten its point about workplace health programs. For
example, it links research to Harvard: “A 2010 study by researchers at Harvard
27
University found that each dollar spent on a worksite wellness program can reduce
absenteeism costs by about $2.73 and medical costs by about $3.27” (1). Tying
research to a prestigious and well-known institution such as Harvard University can
help to convince the audience the point is valid: a 1994 research by Chaiken and
Maheswaran states that when test subjects were given a text to read in which the
arguments themselves could not lead to a conclusion, the use of a trustworthy source
(in this case, Consumer Reports) will lead to more positive responses and attitudes
towards the product than the use of a less trustworthy one, such as the store that sold
the product (qtd in Hoeken, Hornikx, Hustinx 73). In this text, the use of research
that is tied to Harvard, a prestigious and well-known university, will be more likely
to convince the target audience of the benefits of health programs than if the
research was conducted by an institution that is persumed to be less impartial, for
example CalPERS itself. Even though Harvard is an American institution, its name
and status is well-known enough in the Netherlands that it will most likely still help
to persuade the audience.
Logos is persuasion through the use of logical arguments and the consistency
of the message, as well as supporting evidence and statistics. The text makes heavy
use of statistics and research to help support the message that health programs at the
workplace are worth the investments. As an attempt to persuade employers, a
technique used often is the prospect of saving money in the long run. An article on a
website about advertising about the most powerful words in advertising cites‘saving’
as one of them, mostly focussing on saving money. This text states more than once
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that implementing a health program at the workplace will, in the long run, save
much more money than it will cost at first: “Based on review of 73 published studies,
worksite health promotion programs produce an average $3.50-to-$1 (savings-tocost) ratio in reduced absenteeism and health care cost. … A subsequent review of 56
published studies of worksite health promotion programs summarized the studies as
follows: … Average $5.81-to-$1 (savings-to-cost) ratio.” (3) For employers and
owners of a business, saving money in the long run is likely a very desirable
prospect. The prospect of earning three to six dollars for every one dollar they spend
on a health program is therefore likely to convince them of the worth of a workplace
health program. As another way of encouraging participation, the text clarifies that
the tools for implementing a health program are all either low-cost or completely
free. This way, not only will the health program save money in the long run, it will
also be more affordable to small business owners. This is also a way to persuade
employers in not one, but two ways. Not only will money invested in a health
program save more money than it costs to implement it, it also is not expensive to
start one in the first place. This means that starting a health program is not only
made available to even small business owners, but it is also made more desirable.
The book overtuigende teksten by Hans Hoeken, Jos Hornikx and Lettica Hustinx
explains how a target audience may be less convinced to do an advertised action
when the change affects them in a negative way, for example through financial loss
or being less comfortable than before. If these negative effects are less prominent,
people are more likely to be convinced to make the change (20). In this case, by
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having only low-cost or completely free options for starting a health program,
CalPERS restricts or nullifies the immediate financial loss involved for employers.
This way, the audience may be more likely to be persuaded to implement a health
program. There is also a main focus on the prevention of absenteeism and
productivity loss, which earlier in the text is defined as a main reason for loss of
money: “Productivity losses related to personal and family health problems cost U.S.
employers $1,685 per employee per year, or $225.8 billion annually.” (3) This loss of
productivity and money is also partially prevented by implementing an effective
health program: the review of 56 published studies also mentions “Average 26.8
percent reduction in sick leave absenteeism.” (3) As this statistic focusses on how a
health program directly helps preventing productivity loss, it will especially help
with persuading employers. The text also gives reasons why the workplace itself is
ideal to motivate employees to start living a more healthy life:
We recognize that individuals are ultimately responsible for their own health, but the
worksite provides an excellent opportunity to educate and support employees
in making healthy choices and positive lifestyle changes. The workplace provides the
following advantages:
› It is a convenient site where employees spend many of their waking hours
each week.
› It has social networks that can provide vital support for learning and adopting
healthier lifestyles, and maintaining motivation.
› It has informed and educated employees who can share wellness information
that reinforces positive behavior (3).
By stating these reasons why health programs at the workplace have positive
outcomes, the text counters the idea that health is a strictly personal issue and that
employers have no right to interfere with their employees’ health choices. This
30
clearly shows that not only does a health program at work have its benefits, the
workplace is in itself a good place for support and encouragement when it comes to
working on good health.
Pathos is the use of emotive language to persuade the audience. It intends to
invoke a certain emotion or feeling in the audience that will make them more
receptive to the idea or argument. While this text does not appeal to emotions such as
anger or pity, it does use emotive language to appeal to familiarity and trust: by
using personal pronouns, the text aims to sound inclusive and adds a sense of
familiarity and personal involvement with the employers’ plans for a health
program. This use of personal pronouns is explained in “the Language of
Advertising: Analysis of English and Lithuanian Texts” (2006) by Jurgita
Vaičenonienė. She points out that the use of ‘we’ makes a firm seem like not an
impersonal and distant entity, but as an involved, personal being that is willing to
work together with the audience to solve a problem. It makes the audience a part of
the message (50). By using language that focuses on working together with the
audience, such as“we are looking forward to helping you” (2), the text aims to invoke
this sense of familiarity and as such engage its audience. Another example of
language that makes CalPERS sound personally involved is “At CalPERS, we are
dedicated to helping employers managing health, not disease.” (1) Another fuction of
personal pronouns is to indicate tone and the level of formality: advertising texts use
certain markers to speak to the audience they specifically want to reach. A text may
use a single imperative (zero reference) to indicate informality or even colloquialism
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(example: “Love it!”). These texts mostly aim to appeal to young people. Texts that
do use personal pronouns will sound more formal or neutral and will usually speak
to a more mature and respected audience. (Example: “If you really don’t like it…”)
(49/50). The CalPERS text speaks to its audience on a personal, yet neutral to formal
level through personal pronouns, but not null references. Aside from the personal
pronouns, there are other word choices that construct an image of CalPERS as well:
the text literally speaks of working together with its audience: “We invite
you to partner with us” (2). The focus on an invitation makes CalPERS sound
involved, but is also an attempt at invoking the same feeling of involvement in the
audience. The same goes for the word “dedicated” in the second example above: this
word choice invokes a similar response. The use of these lively and enthusiasticsounding words has a good chance of making the audience feel enthusiastic about
workplace health programs as well. An article on the language of advertising posted
on the website for Nebo literature states directly addressing the audience in the
second person and lively language as two main ways to persuade. While the use of
inclusive and enthusiastic language increases the chance of invoking the same
feelings in the audience, the use of personal pronouns has a desirable effect: through
the use of inclusive words, the overall tone becomes more inviting. An example is
“You will also learn about CalPERS own experience with keeping our employees
healthy through wellness programs” (1). The use of ‘you’ gives the impression of
CalPERS being inclusive, and that the text is speaking to the reader on a more
personal level. The text also mentions CalPERS own experience with health
32
programs used in their own institution, which gives the impression that CalPERS is
dedicated to their cause not only when it comes to persuading other employers, but
that they also trust in wellness programs for their own use. This could persuade
employers to trust in their experience. This does not prove to be a problem in
translation: personal, direct language works in advertising in Dutch as well as
English. Marieke de Mooij’s 2004 article “Translating Advertising: Painting the Tip of
the Iceberg” contains a figure that shows how advertising in both Dutch and English
is direct, personal, and explicit. Therefore, this technique will help persuade readers
in Dutch as well, and can be used in the translation without further trouble.
Linguistically, persuasion is carried out through the use of language that is
meant to captivate the audience. Good examples of this are repetition of phrases or
words, use of emotive, subjective language, and alliteration, as well as the use of
solely positive evaluatives. These linguistic approaches to persuasion are explained
further in Jurgita Vaičenonienė’s 2006 article “the Language of Advertising: Analysis
of English and Lithuanian Texts”. She points out various markers of persuasive texts,
distinguishing at first between two types of rhethorical devices: schemes and tropes.
Under schemes, which are defined as ‘deviations of the usual arrangement of words’,
she lists repetition, omission, and composition (46). Repetition can refer to repetition
of sounds as well as repetition of words and phrases. The booklet contains examples
of both: alliteration occurs in the slogan, “Working Together For Workplace
Wellness.” Another intance of repetition of sounds occurs in the “Ideas For Getting
Started” section. Here, the text states that “All you need is some motivation,
33
determination, and a little innovation” (8). The words ‘motivation’ ‘determination’
and ‘innovation’ are a group of three rhyming words. This is an example of the “Rule
of Three”, a rule that dates back to Aristotle. According to the Presentation Magazine
website, it works so well because groups of three are easily memorable. Rhyme, too,
makes language more memorable. However, this is not its only merit: an article on
the business website refers to research done by Matthew McGlone, in which people
rated a rhyming slogan as being more accurate than a non-rhyming slogan. (pars
5/6). A group of three that rhymes, therefore, will likely help with better audience
perception, as well as making the text more memorable. Repetition of certain words
or imagery occurs too. The author repeatedly mentions working or joining together:
some of examples of this are “we ask you to join with us” (1), “We look forward to
helping you” (1), and “We invite you to partner with us” (2). As Jurgita Vaičenonienė
explains, referring to working together will help form a positive image of the firm
(50). While Vaičenonienė focusses solely on how personal pronouns are used to
create an involved image of the firm, the CalPERS booklet combines this with the
repeated imagery to strenghten the effect. Vaičenonienė also points out another way
persuasion through repetition works: “The Figures of repetition carry a high
emotional and expressive value which contributes to the persuasion and agitation of
the audience.” (46). Not only does repetition work to enhance the audience’s
memory, it will also help bringing across expressive values that will help with
persuasion. Another instance of repetition is a repetition of information: A header
before the introduction points out that “The worksite provides an excellent
34
opportunity to educate and support employees in making healthy choices and
positive lifestyle changes” (b). The reason for this, however, is not further explained
until the header “Why Manage Your Employees’ Health?” (3). The general point of
this message, however, is repeated. This repetition of information may help the
audience remember better, as well as strenghtening the message.
The second scheme Jurgita Vaičenonienė mentions in her article is omission.
This mostly comes to light in the form of ellipsis, leaving certain information out and
leaving it implied. This does not happen often in the CalPERS text, but the subslogan is an example. It reads “Helping You Take Care of Your Most Valuable Resource”
(b). This part of the slogan omits what this most valuable resource is: employees.
According to Vaičenonienė, this is done to create a sense of informality and to imitate
spoken language (47).
A trope is defined as a deviation from the meaning of words. According to
Vaičenonienė, examples of these tropes are metaphor, personification, rhetorical
questions, simile, and overstatement. The CalPERS text makes use of rhethorical
questions: examples are “Why Manage Your Employees’ Health?” (3) and “How
does it work?” (13). Rhethorical questions are used to raise a question or problem.
The audience is then required to read on in order to find out the solution or answer.
Another way the text uses language to persuade its audience is pointed out in
Christiane Nord’s 1997 article “Functionalism In Translator Training.” Nord notes
that texts often use positive expressions in order to carry out the appellative function
indirectly (43). The CalPERS booklet makes heavy use of these positive evaluatives:
35
it is littered with words expressing the positive outcomes of health programs at the
workplace. An example of this is “In addition to increasing employee morale,
reducing absenteeism, and improving health outcomes, it also beneftts your bottom
line by keeping productivity up and costs down.” (3) This clearly emphasizes the
positive outcomes of a workplace health program. Jurgita Vaičenonienė expands on
this means of persuasion by explaining that persuasive texts also make use of strings
of adjectives and adverbs in combination with this use of positive language:
“Emotionality and evaluation are best expressed through an extensive use of
adjectives or adverbs which attribute certain qualities and properties to the object
advertised.“ (45). She goes on to explain that not only does this modification occur
often, it also tends to be quite heavy, often making use of multiple positive
evaluative adjectives or adverbs before or after any singular noun (45). This use of
adjectives also occurs in the CalPERS text: “Taking care of your most important
resource – your employees – provides for a healthier, happier, and more productive
workplace.” (1) This use of modifiers, in addition to the use of positive language,
helps capture the audience’s attention. Jurgita Vaičenonienė also points out the
general rarity of negative constructions in advertising texts. Negative constructions
are avoided where possible, as they can create a negative image: “Negative
sentences appear to be uncommon in the corpus (…) because they arouse negative
associations and can interfere with the function of persuasion.” (48) The CalPERS
booklet does contain a negative construction: “One size does not fit all.”(9) This
example of a negative construction is, however, a play on a cliché, which is a form of
36
the scheme word play.
These persuasion techniques also apply to advertising slogans. designed to be
memorable and to capture the audience’s attention. In her article, Vaičenonienė
explains the syntactic features and workings of these slogans. They are designed to
be short sentences that are memorable and capture the reader’s attention, and are
often hightly elliptical. This text's slogan, "Working Together for Workplace
Wellness," (1) contains alliteration and is therefore easy to remember. It is also fairly
short and simple. It also makes use of ellipsis, leaving out the implied "with you" in
"Working Together."
Many texts also have issues with spatial constraints. In the book persuasion
across genres: a linguistic approach, the chapter “in a nutshell: persuasion in the
spatially constrained language of advertising” by Paul Bruthiaux deals with
advertisements and the way the authors of these texts manage to persuade while
under spatial constraints. This essay by Bruthiaux is also quoted in the article
“Information density in classified advertising” by anişoara Pop. In her article. Pop
argues that under similar spatial constraints, different purposes and contents make
the way advertisements deal with these contraints vary widely. Prepositions are
often left out of these texts, leaving a high information density. Even though this
happens most often in classified advertisements, a form of this may also exist in
CalPERS booklet. Main places where a form of increased information density could
be found in the text is in the fast facts: these are short bits of information that reveal
health issues in the US. As these are short facts, it may be possible that some less
37
significant information is ommitted in order to increase information density.
However, on a closer look, it appears that while the facts are short bits of
information, they are not more dense than the rest of the text. These facts, while
short and quick, are presented in full, well-structured sentences and not clearly
limited to a certain amount of space: “According to a study from the National
Institutes of Health, less than 5 percent of U.S. adults engage in the recommended
amount of physical activity (30 minutes per day)” (5). This fact is written in a full,
correct sentence without ommitting any less significant information. Another place
where information density is likely to be found are the headers used to start each
section. One of these headers reads “Why manage your employees’ health?” (3)
Rather than writing “why should you manage…” the author chooses to use ellipsis:
the text leaves out the words “should you” in order to make the header shorter and
to get the reader’s attention more effectively, as well as mimicking spoken
conversation.
For persuading its audience, this text relies mostly on logos and ethos:
persuasion is mostly done through logical reasons a health program at the workplace
is a good investment, the facts and statistics used to support this argument, and the
prestige and experience the organisation has in this field. The benefits to a health
program that the text mentions are chosen carefully to help convince employers: the
prospect of saving money and reducing productivity loss and absenteeism,
marketing the tools as either low-cost or free, and using the prestige of institutions
38
like Harvard to convince that numbers and research are correct makes it more likely
that employers will be persuaded to implement a health program. By stating
CalPERS own experience with such programs, the text conveys trust in the
institution itself. This text mostly focusses on logic and prestige to persuade its
audience. However, pathos, which is the use of emotive tone and language in order
to persuade, also occurs. The author makes use of inclusive words like ‘we’ and
‘you’. While the text remains formal in language, this use of personal language
means that it gains a more engaging and involved tone. Language typical of
persuasive texts, such as repetition of phrase, rhethorical questions and a group of
three words that rhyme is also involved.
39
Chapter Three
In "Functionalism in Translator Training" (1997), Christiane Nord points out that
genre conventions are especially important to translators because they are culture
specific. Something that is considered conventional in some cultures may come
across as completely original, even strange, in another. For the message to reach the
audience as intended in the target culture, a translator should be aware of
conventions in both the genre and the source and target culture in order to
appropriately account for the differences (54). Some of the cultural difference
between the Netherlands and ths US could, in this text, account for such changes in
approach. In Dutch culture, for example, workplace health programs may be less
widespread or a newer phenomenon. The Dutch may also have a less positive
attitude towards such programs. If the phenomenon is newer or less well-known,
more explanation may be needed, whereas if the Dutch are generally less accepting
of workplace intervention in health issues more convincing would be needed in the
translation. The tips and statistics mentioned in the text are also mostly geared at
Americans and US culture. Some of these tips and issues might already be
commonplace in the Netherlands, for example the tip about having bike racks or
storage available for employees who wish to get to work by bicycle.
There may also be cultural differences that account for changes in how
advertising works: cultural ideals differ, and therefore advertising techniques that
can work in one culture may not in the next. For example, one culture may revolve
40
very much around freedom and individuality, and advertising techniques will reflect
that culture. In another, conformity and belonging to a society or group is seen as
more ideal, and advertising techniques will reflect this mindset. If a persuasive text
would need to be translated from the first to the second culture, the techniques used
in the first would have to be adapted to the second culture in order to keep the text
effective: for example, if in one culture a certain form of imagery is an effective way
to persuade, and a different from of imagery is considered effective in another, a
change should be made to account for this. Research linked to certain institutions
could also be an issue: in many instances, these are prestigious institutions, for
example Harvard. While some of these institutions may be well known enough in the
Netherlands, not all of them are. If a specific institution is not known or seen as
prestigious in the Netherlands and it is not explained in the text, it may be desirable
to make changes in the translation of the original text in order to better explain why
these institutions are trustworthy.
To consider the cultural differences that might pose a problem for the
translation of the text, it is necessary to first properly define the term culture. In the
book Translating Cultures: an Introduction for Translators, Interpreters, and Mediators,
David Katan defines culture as following: “the traditional teaching of culture to
translators (…) has not focussed on culture as a shared system for interpreting reality
and organising experience. (…) Instead, the main focus here lies in “what goes
without being said and the ‘normal.’” This ‘normal’ model of the world is a system of
congruent and interrelated beliefs, values, strategies, and cognitive environments
41
which guide the shared basis of behaviour.” (Katan 26). In this definition, culture is
concerned with shared values, beliefs and behaviours of a society. These values and
behaviours, of course, vary greatly across cultures and countries, which can cause
great changes to be necessary in a translation between cultures: if values differ
strongly between the source and target culture, this will need to be accounted for in
the translation.
To be able to translate this text effectively, it is important to look at the attitude
towards wellness programs in the Netherlands: for the purpose of persuading the
target audience, it is vital to be aware of how well-known and understood wellness
at the workplace is. If workplace health programs are a new phenomenon that Dutch
employers may not know much about, it might be necessary to explain more about
what they are. Health programs at the work place have been in practice in the U.S.
for longer than in the Netherlands: in the 2005 article “Van Bedrijfsfitness naar
Ingraal Gezondheidsmanagment” by Jos Sanders, Jan Fekke Ybema and Rob
Gründermann, it is claimed that while in the US health promotion at the workplace
has been prevalent since the 1960s, it did not come into attention until the late 1980s
in the Netherlands as well as the rest of Europe. Since then, health programs in the
Netherlands have mostly been used for curative purposes. Any preventive actions
that were taken were not related to the curative health programs by companies’
management. Since the 1990s it has become more common to also make use of health
programs to prevent disease and encourage health, rather than focussing only on
curative health management. Over the last few years, research has shown that the
42
number of employers and business owners that are familiar with health programs
and their positive effects is increasing. It has also been shown that a majority of
employers think health programs and health management are of importance.
(Sanders 2-6). This article, then, shows that while the practice of health promotion at
the workplace did come into attention later in the Netherlands than it did in the US,
it is not an unknown phenomenon. Since the 1980s and 1990s, health promotion has
become increasingly well-known, with a majority of employers knowing about
workplace health programs and their benefits as well of understanding their
importance. Therefore, more explanation as to what workplace health management is
should not be needed, nor should Dutch employers be persuaded significantly more
than US employers.
Another issue with culture and advertising texts is that advertising itself
works in different ways in different cultures. In the article “Translating Advertising:
Painting the Tip of the Iceberg” Marieke de Mooij defines culture and the difference
it makes in the choice of advertising techniques. She mentions that “Advertising has
developed its own particular systems of meaning. These are by no means universal
across borders but are often culturally defined and frequently vary from country to
country.” (2) This means that advertising techniques can vary greatly between
countries and cultures. De Mooij mentions differences in symbolic language and
references, for instance history, myth and humour. She also states that people from
different cultures structure their knowledge of the world differently, and that this
changes the way advertising works for different cultures: “In different cultures
43
people have different schemata, i.e. structures of knowledge a person possesses about
objects, events, people or phenomena. For acquired information to be placed in
memory, it must be encoded according to existing schemata. … If the advertising
message does not fit the consumers’ schema, they will ignore the message, and the ad
is consequently wasted.” (3) Translating persuasive texts across cultures needs to be
done with careful attention to these different schematas and how it affects personal
knowledge. De Mooij then references the Hofstede model for defining national
cultures and the differences between them: “This model distinguishes cultures
according to five dimensions: Power Distance, Individualism/Collectivism,
Masculinity/Femininity, Uncertainty Avoidance, and Long-Term Orientation. The
dimensions are measured on a scale from 0 to 100.” (4) She then explains these five
dimensions more. The term power distance is defined as “the extent to which less
powerful members of a society accept that power is distributed unequally.”
Individualistic cultures are defined as cultures where people focus more on
themselves and their immediate family, and want to distinguish themselves from
others. In those cultures, privacy is considered important. In collectivistic cultures,
people are generally more conforming to society and belong to larger groups. In
masculine cultures, achievement and success are important values, while in feminine
cultures, dominant values are more aimed at caring and quality of life. Other
important distinctions are that in masculine cultures, there is a focus on brands and
status, while in feminine cultures there is more of a focus on people. The text then
moves on to uncertainty avoidance, the extent to which people in a culture feel
44
threatened by uncertainty and attempt to avoid it. long-term vs. short-term orientation
is defined as the distinction between long-term and short-term thinking. While the
article uses the Netherlands the US as clarification for some terms, she does not
explain all of them.
However, the Hofstede model has a website, The Hofstede Centre. Here, two
countries can be compared in all these dimensions. On this website, power distance
is ranked very similarly: both the Netherlands (38) and the US (40) are countries with
relatively low power distance. This according to the explanation means among others
that individuals are independent with a dislike of control. Individualism does not
differ much either: Both countries score very high (Netherlands 80, US 91). This
shows that individuals are supposed to care for themselves and families, rather than
for larger groups. Uncertainty avoidance does not show much difference either:
Dutch culture has a slight preference for avoiding uncertainty (53), and the US has a
slight preference not to (46). A higher uncertainty avoidance index means that a
society has a rigid belief system and may be intolerant towards unorthodox ideas.
The biggest differences, however, occur with the masculinity and long-term
orientation indexes. For the masculinity index, the Netherlands is described as
feminine (14), while the US is described as masculine (62). This means that Dutch
society is more people-oriented and that maintaining a life-work balance is of
importance. Interestingly, it also means that effective managers are expected to be
supportive of their employees. This could imply that managers and employers are
expected to provide the tools their employees need to stay healthy and productive.
45
Long-term orientation shows a similar difference. The Netherlands scores quite high
(67), while the US scores low (26). This means that in the Netherlands, people are
more inclined to make efforts in order to prepare for the future. Saving money is
included in this. While individualism and a lack of power distance may mean that
the Dutch might have trouble accepting employers trying to, in their mind, “force” a
specific lifestyle on them, the femininity of Dutch culture also means that caring for
people is accepted and even expected. Besides, US culture is considered slightly more
individualistic than Dutch culture, which means that the text is already catered to an
individualist society. As the text is meant to convince the American public, it should
generally work for a Dutch audience as well. As the Netherlands also scores quite
high on long-term orientation, there is a stronger focus more on long term benefits
and preparation for the future. While the focus on saving money is strong, investing
is also important in Dutch culture, this means it will likely be possible to convince
Dutch employers to invest in a wellness program if it has been proven to pay off in
the end. All in all, the differences between Dutch and American culture are unlikely
to make big differences in advertising strategy necessary. This is also shown in De
Mooij’s article: she mentions different communication styles in different cultures. A
figure is shown in which countries are grouped according to uncertainty avoidance
and power distance. The Netherlands and the US are both in the category with low
power distance and low uncertainty avoidance.
Marieke de Mooij’s article then continues to describe advertising in both
societies. As both cultures are individualistic, the writing style and vocabulary are
46
personal and person-oriented rather than situational and status-oriented. This means
that people are more likely to be addressed by personal pronouns, such as ‘we’ and
‘you’, rather than adressing people by status. Both the Netherlands and the US also
use a style of language that does not say more or less than necessary, while in other
countries other tools such as silences may carry more meaning than they would in
the Netherlands and the US. These cultural similarities lead to similar adverising
styles: both in the Netherlands and in the US, advertising style is personal, direct and
explicit.
Culture may also make a difference in the use of prestigeous institutions.
esearch linked to Harvard, for example, is used to back up the claim that health
management, while it may cost money at first, will pay off in the end. In the US, this
and some other institutions the text mentions are well-known and prestigeous. The
prestige of institutions like Harvard helps advertising: linking numbers, research or
claims to an intitution will help build the audience’s trust that the claims are true.
This is shown in “Overtuigende teksten”: Hoeken, Hornikx and Hustinx point out a
research done by Chaiken and Maheswaran in 1994. In this research, people were
asked to read two different advertisements for a receiver. The only difference was
that in one of them, information about this particular receiver was given by the
producer, while in the other, it was given by Consumer reports, a more independent
and trustworthy source. The result was that the trustworthy source yielded more
positive responses. (Hoeken, Hornikx, Hustinx 70). The text takes this approach with
other institutions as well: it gives tips identified by the US Chamber of Commerce
47
and Partnership for Prevention. These institutions, too, are known to be specialised
in these matters. In the Netherlands, Harvard is pretty well-known by name, and
most employers will probably have at least an idea of its prestige. As this is the only
knowledge needed for the technique to be effective, Harvard does not need to be
explained further. The other two institutions used in this manner may be lesser
known, and will need an explanation: this is best done by either stating what the
institution is known for, or by using a comparable Dutch institution to explain the
purpose. The Chamber of Commerce does have a Dutch counterpart: de Kamer van
Koophandel. Partnership for Prevention, however, does not have a full Dutch
counterpart and should instead be explained by stating what the institution is known
for.
One of the ideas the text gives is about the availablitiy of bike storage at the
work place in order to encourage employees to cycle to work if possible. In the US,
people are less inclined to ride their bicycle to work than people are in the
Netherlands, due to the Dutch bike culture. Therefore, this tip could be seen as
unnecessary in a Dutch translation. As it turns out, most Dutch people do not
regularly cycle to work. the Dutch initiative 30 Minuten Bewegen was created to
encourage more people in the Netherlands to get enough exercise. A study done by
this initiative shows that, while half of Dutch employees live within eight kilometres
of their workplace, only 25% of these people cycle to work. US figures show that
while the number of cycling commuters is rising rapidly, it is still far lower than 25%:
statistics shown on the League of American Bicyclists website show that for various
48
American cities, the numbers in 2013 were between 0.7% and 5.9%. This statistic
shows that while this number in the Netherlands is still a lot higher than it is in the
US, it is still not necessarily true that many Dutch people ride their bikes to work.
This means that the tip about adquate bike storage is not necessarily redundant in
Dutch culture – as there are still initiatives that aim to encourage people to cycle to
work more often, such a tip is still useful.
For the purpose of this text, the term ‘culture’ is defined as what goes without
saying in a society. While Dutch and US culture do have their differences according
to the Hofstede model, it will generally not affect the effectiveness of this text so
much that large changes will be needed. While it is true that the use of health
programs at the workplace was going on for about twenty years in the US before it
came to the Netherlands, Dutch employers are starting to value preventive health
programs over the cure-based programs that were used before. Culture also makes a
difference in the way advertising works: different societies favour different
advertising techniques. The Netherlands and the US, however, make use of similar
ones: information is given in a direct, explicit way, and advertisements make use of
personal appeal in order to persuade the audience. The use of prestigious institutions
to persuade, such as linking certain research to Harvard, can also be used in the
Netherlands, as the only thing necessary to know about these institutions that they
are indeed well-known and prestigious. In less well-known instances, said institution
can be explained through a similar Dutch institution, or the text can briefly explain
what said institution does and is known for. There may also be an issue with
49
redundancy: The tip about having bike storage available might not be as useful in the
Netherlands, given the cycling culture in the country. However, while Dutch
employees cycle to work more often than American employers, this does not mean
that the tip is redundant: there are still activities and events being organised to
encourage more people to cycle to work in the Netherlands. Overall, culture in the
Netherlands does not differ enough from American culture to make a big difference
in the approach to this text.
50
Conclusion
This thesis identifies several translation problems in order to choose the best
approach to a translation of the CalPERS booklet. Every chapter sheds light on a
certain challenge to take into account. The first chapter focusses on the issue with
translating facts and statistics that could change in a different country. The second
focusses on persuasive language and how this text makes use of it, as well as possible
ways persuasive language can pose a challenge to translation. The third chapter
looks into cultural differences and how they can change the approach to a
translation.
The first chapter dicusses the way facts and statistics are aimed at an
American public, and therefore apply to the US, and how to take this into account in
the translation. As the statisitics will not look the same in the Netherlands, it is
necessary to change them into their Dutch counterparts. This can be seen in the fast
facts: if the change in statistiscs is not accounted for, the text will lose its effectiveness
for a Dutch audience. The same goes for the sources at the end of the text. These are
not related to CalPERS as an institution, and are meant to educate the reader on
health and work place health programs. These sources are better off replaced by
Dutch counterparts as well, as a Dutch audience would most likely respond better to
sources they are familiar with and in their own native language. For the effectiveness
of the text, is it worthwhile to do the research and domesticate the statistics and facts
for a Dutch audience: it will result in a more engaged audience, which in turn will
result in a more effective text.
51
The second chapter shows that for persuading its audience, this text relies
mostly on logos and ethos: the main means of persuasion are through the logical
reasons a health program at the workplace is a good investment, the facts and
statistics used to support this argument, and the prestige and experience the
organisation has in this field. The reasons and benefits to a health program that this
text mentions are chosen carefully to help convince employers: the prospect of saving
money and reducing productivity loss and absenteeism, marketing the tools as either
low-cost or free, and using the prestige of institutions like Harvard to convince that
numbers and research are correct makes it more likely that employers will be
persuaded to implement a health program. By stating Calpers’ own experience with
such programs, the text tries to convey trust in the institution itself. Pathos, the use of
emotive tone and language in order to persuade, also occurs. The author makes use
of inclusive words like ‘we’ and ‘you’. While the text remains formal, it gains a more
personal and involved tone. The text also makes use of text type specific language:
repetition of phrase, rhethorical questions and a group of three words that rhyme.
The third chapter discusses culture and cultural differences. The term ‘culture’
is defined as what goes without saying in a society. While Dutch and American
culture have their clear differences, especially according to the Hofstede model, it
will generally not affect the effectiveness of this text so much that large changes will
be needed. While it is true that the use of health programs at the workplace was
happening for about twenty years in the US before it came to the Netherlands,
employers in the Netherlands are quickly picking up on the phenomenon and are
52
starting to value preventive health programs rather than only the cure-based
programs that were used before. The Netherlands and the US also make use of
similar advertising techniques: information is given in a direct, explicit way, and
advertisements make use of personal appeal in order to persuade the audience. The
use of prestigious institutions to persuade, such as linking certain research to
Harvard, can also be used in the Netherlands, as the only thing necessary to know
about these institutions that they are indeed well-known and prestigious. In less
well-known instances, said institution can be substituted with a similar Dutch
institution, or the text can briefly explain what said institution does and is known for.
There is one tip given in the text that might be redundant in Dutch culture. The tip
about bicycle storage is not as redundant as it might seem at first: research shows
that Dutch employees still could be encouraged to cycle to work more often. All in
all, culture in the Netherlands does not differ enough from American culture to make
a big difference in the approach to this text.
In the 1997 article “Translation as a Purposeful Activity,” Christiane Nord
points out the importance of a translation brief, which highlights information on the
functions of a translation. A translation brief should cover the intended function,
time and place of reception, the target text addressees, the medium through which
the text will be transmitted, and the motive for the text translation. The overall
intended function of this translation is informing employers about workplace health
programs, as well as persuading them to start their own, using CalPERS’ health
programs and expertise for guidance. The target text addressees are Dutch
53
employers who may be interested in starting a workplace health program, but may
need tips or convincing to start. The text will be received in the Netherlands, up to a
few years in the future: the text will remain relevant until CalPERS stops advertising
their services in the Netherlands, or until the text needs a (major) update regarding
the information on their health plans and services or the prevalence of certain health
risks or problems. The text will most likely be transmitted through physical
brochure, as well as the internet. The motivation for this translation is opening up a
new market for CalPERS health programs and services in the Netherlands, while the
motivation for reception would come from Dutch employers who are interested in
implementing a workplace health program and look to CalPERS services for help.
Keeping these specific needs in mind, the translation provided for this text will be
approached as follows: the text will be translated in a way that is geared to a Dutch
target audience and culture. As the facts and language are supposed to appeal to a
Dutch audience, it is important to translate the text in such a way that a Dutch
audience will understand. For this reason, the facts and statistics in the text will be
changed to their Dutch counterparts where possible. As advertising language in both
American and Dutch culture works in similar ways, the text will remain direct and
explicit in nature. The cultural differences, likewise, are not necessarily a problem for
the text. While the Netherlands does not have much of a wellness culture yet, its
popularity is increasing and more and more employers know about the practice.
Therefore, the practice itself does not need more explanation. Institutions that have
been used to gain prestige will be explained in the text where necessary.
54
Samen1 Op Weg2 Naar Wellness3 Op het Werk
CalPERS Gezondheidsprogramma
Wij4 helpen u om voor uw belangrijkste middelen5 te zorgen
De werkplaats biedt uitstekende kansen6 om uw werknemers te onderwijzen en
ondersteunen bij het maken van gezonde keuzes en het verbeteren van hun
levensstijl7.
1
Having the first word refer to togetherness will immediately leave a good impression of the firm.
This expression is often used to describe taking steps towards a positive end result.
3
Even though wellness is not the term this text mostly uses, it is used here for the purpose of alliteration.
4
The use of personal pronouns will establish contact and togetherness.
5
Maintained ellipsis.
6
The plural is used more often in cases like this in Dutch.
7
Part of the sentence is split up to create a better flowing sentence.
2
55
Beste werkgever8,
Of u nu verzekerd bent bij CalPERS of bij een andere organisatie: door de
gezondheid van uw werknemers te bevorderen verlaagt u uw kosten9. Bij CalPERS
hebben wij als doel10 om werkgevers en werknemers te helpen ziekten te voorkomen,
niet genezen. Daarom bieden wij leden met een basisverzekering gratis preventieve
bezoeken aan zorginstellingen aan, zoals11 screenings, bezoeken aan het
consultatiebureau, en inentingen. Daarnaast zorgen we12 dat onze verzekeringen
gezondheidsmanagement en preventieprogramma’s aanbieden. Deze programma’s
geven onze leden een direct voordeel door ze aan te moedigen om goede keuzes te
maken voor hun gezondheid. Ze helpen werkgevers ook hun kosten te drukken door
risicofactoren, zoals hoge bloeddruk, hoog cholesterol en obesitas, te identificeren en
aan te pakken. Als de op één na grootste inkoper van zorg in de Verenigde Staten
vragen wij u om samen met ons te werken aan de start van13 een effectief en zinvol
gezondheidsbeleid binnen uw bedrijf – Een beleid dat de gezondheid en het welzijn
van uw werknemers zal bevorderen, en dat ook14 uw cijfers positief zal beïnvloeden.
Door te zorgen voor uw belangrijkste middelen – uw werknemers – wordt uw
bedrijf15 gezonder, gelukkiger en productiever. Daarnaast draagt het bij aan het
drukken van zorgkosten. Een studie uit 2010 door onderzoekers aan Harvard heeft
aangetoond dat iedere dollar die wordt uitgegeven aan een
gezondheidspgrogramma op de werkplaats de verzuimkosten met $2.73 kan
verlagen, en de medische kosten met ongeveer $3.27. In deze folder vindt16 u
informatie over een selectie van de hulpmiddelen en programma’s van onze
verzekeringen.17 Deze programma’s hebben als doel om de gezondheid van onze
leden te verbeteren en goed te houden. U vindt ook informatie over onze ervaring
met het gebruik van gezondheidsprogramma’s om onze werknemers gezond te
houden. We helpen u graag bij het onderwijzen en ondersteunen van uw
werknemers, zodat ze keuzes kunnen maken die zullen leiden tot gezondere en
gebalanceerde levens, en die uiteindelijk de kosten van gezondheidszorg kunnen
verlagen.
8
Formal yet personal
“key” imagery left out to create a simple, clear sentence.
10
While this is different from ‘dedicated’, it still gives a good impression of CalPERS mindset towards health
programs.
11
“including” is used in the English tekst as a signal word for several examples. This word serves the same
function.
12
This sentence still points out CalPERS as the starter of these programs.
13
This sentence includes the imagery of working together and the start of the program.
14
Focus on how these programs benefit the employer.
15
Personification of the company
16
Use of present time as neutral yet direct.
17
Long sentence split up to make the tekst more understandable.
9
56
Ann Boynton
Adjunct-directeur
Uitkeringadministratie
57
Wat is Wellness?
Het Van Dale woordenboek definiëert wellness als “het lichamelijk welbevinden en alle
activiteiten, voorzieningen en producten die hiertoe kunnen bijdragen.”
Wellness betekent bewust keuzes maken die zorgen dat u gezond wordt en blijft18.
Het betekent preventie van ziekte tot prioriteit maken, en doelen stellen voor een
gezonde levensstijl.
Deze doelen leggen de focus op dieet en voeding, lichamelijke activiteit, een goede
emotionele gezondheid19, of al het bovenstaande.
Een effectief gezondheidsprogramma beheert de gezondheid en helpt mensen zich
bewust te worden van keuzes die een gezonde levensstijl realiseren, en deze ook te
maken. CalPERS nodigt werkgevers uit om actief mee te werken aan het
onderhouden van de gezondheid van hun werknemers. We nodigen u uit om met
ons en onze verzekeringen samen te werken20 om de gezondheid op uw werkplaats
te verbeteren.
Integraal Gezondheidsmanagement (IGM)21
In Nederland wordt een gezondheidsprogramma op het werk ook wel Integraal
Gezondheidsmanagement (IGM) genoemd. Deze term wordt omschreven als “Het
systematisch managen van de bedrijfsactiviteiten met het doel de gezondheid en
welzijn van mens en bedrijf te bevorderen.” (Zwetloot et al, 2003)
18
Repetition deleted to create a better flowing sentence.
Deletion of ‘maintaining’ as to not create a too long piece of information.
20
‘togetherness’ maintained
21
Added this part because IGM is more widely used and recognised as a company health term in the
Netherlands
19
58
Waarom zou u zich bemoeien22 met de gezondheid van uw werknemers?
Uw werknemers helpen om gezond te blijven23 is een verstandige keuze. Het
verbetert het moraal van uw werknemers, reduceert absentie, en komt uw resultaten
ten goede door verhoogde productiviteit en lagere kosten.24 Partnership for
Prevention (een non-profitorganisatie met leden vanuit het zakenleven, de
gezondheidszorg en de overheid) citeert studies waaruit blijkt dat:
> Productiviteitsverlies gerelateerd aan persoonlijke en familiegerelateerde
gezondheidsproblemen Amerikaanse werkgevers 1685 dollar per werknemer per jaar
kost, of $225.8 miljard dollar per jaar.
> Een overzicht van 73 gepubliceerde onderzoeken laat zien dat
gezondheidsbevordering op de werkvloer gemiddeld een ROI (return-oninvestment) geeft van $3.50-$1 in gereduceerde absentie en zorgkosten.
Een vervolgoverzicht van 56 gepubliceerde onderzoeken naar
gezondheisbevordering op de werkvloer vat de onderzoeken als volgt samen:
>Gemiddelde reductie van 26.8% in ziekteverzuim
>Gemiddelde reductie van 26.1% in zorgkosten
>Gemiddelde reductie van 32% in kosten aan ongevallen-en
arbeidsongeschiktheidsuitkeringen
>Gemiddelde ROI van $5.81-$1
We beseffen dat mensen uiteindelijk verantwoordelijk zijn voor hun eigen
gezondheid, maar de werkvloer biedt goede kansen om werknemers te informeren
en om hen te helpen bij het maken van gezonde keuzes en postieve veranderingen in
hun levensstijl. De werkvloer heeft de volgende voordelen:
> Werknemers brengen er wekelijks veel tijd door25
>De werkvloer heeft een sociaal netwerk dat belangrijke steun kan bieden bij het
werken aan een gezondere levensstijl en het behoud van motivatie.
> Goed geïnformeerde werknemers kunnen hun informatie over gezondheid delen
en daarmee goed gedrag aanmoedigen26.
22
This more strongly addresses the counter argument people might have.
Opted for a more ‘people focussed’ word than ‘managing’.
24
‘promoting health’ already referenced in the first sentence here.
25
Shorter and more eye-catching than something directly referencing the place.
26
Gave agency to the employees rather than the information: it makes for a better flowing sentence.
23
59
De hoekstenen van gezondheid:
Als u uw werknemers aanmoedigt om gezond te blijven en gebruik te maken van
gezondheidsmanagement en programma’s die worden aangeboden door hun
zorgverzekering, hebben ze een hogere kwaliteit van leven. Een zinvol
gezondheidsprogramma op het werk moedigt werknemers aan om goede keuzes te
maken die de gezondheid verbeteren en de kans27 op ziekte verkleinen. Als u
nadenkt over het ontwikkelen van een gezondheidsprogramma op uw bedrijf, doet u
er goed aan om na te denken over de drie hoekstenen van gezondheid:
>voeding
>beweging
>emotionele gezondheid.
Voeding
Goede voeding is essentieel voor een goede gezondheid – nu en in de toekomst.
Volgens de website van de Hartstichting verkleint gezond eten de kans op hart- en
vaatziekten. De website van HealthierUS.gov noemt meer voordelen28: het verkleint
ook de kans op beroertes, diabetes, botontkalking en een aantal soorten kanker.
Korte feiten
 Slechte voeding en te weinig beweging zijn belangrijke oorzaken van obesitas.
 De helft van de Nederlandse volwassenen is te zwaar.
 Extra verzuimkosten als gevolg van overgewicht kosten het Nederlandse
bedrijfsleven 2,5 miljard euro.
Bronnen: “gezond eten” https://www.hartstichting.nl/gezond-leven/gezond-eten, “nutrition”
https://webarchive.library.unt.edu/eot2008/20080916004516/http://healthierus.gov/nutrition.html,
“de helft van de Nederlanders is te zwaar”
https://www.volksgezondheidenzorg.info/onderwerp/overgewicht/cijfers-context/huidigesituatie#node-overgewicht-volwassenen, “dik is duur”
https://www.mydailylifestyle.com/component/content/article?id=436
27
28
Added for clarity and a more fluent sentence
The Hartstichting website does not contain this information, so using the original source is the best option.
60
Beweging
De website van 30 Minuten Bewegen geeft aan dat genoeg beweging overgewicht
helpt voorkomen, het risico op hart-en vaatziekten verkleint, een aantal soorten
kanker helpt te voorkomen, de kans op botontkalkingverkleint, en helpt tegen
depressie en angst. De website van Centers for Disease Control and Prevention noemt
ook nog de volgende voordelen29: beweging helpt bij het voorkomen van diabetes
type 2 en stofwisselingssyndroom, vergroot de kans op een lang leven, en verhoogt
bij ouderen de zelfredzaamheid en verkleint de kans op vallen.
Korte feiten
 Volgens een studie van Gezondheidsmonitor krijgt 33% van de Nederlandse
volwassen niet30 genoeg beweging (30 minuten per dag)
 Gemiddeld besteden Nederlandse volwassenen op een gemiddelde werkdag
zo’n 6,6 uur zittend.
 Een onderzoek naar voedings-en bewegingsprogramma’s op het werk laat
zien dat ze effectief matig gewichtsverlies voortbrengen.
Bronnen: “beweegredenen” http://www.30minutenbewegen.nl/home-ik-wil-bewegen/over-30/beweegredenen.html, “Physical
Activity and Health,” www.cdc.gov/physicalactivity/everyone/health/index.htm, “wie zit hoeveel”
https://www.allesoversport.nl/artikel/wie-zit-hoeveel-cijfers-over-zitgedrag/, American Journal of
Epidemiology 2008; Anderson et al., American Journal of Preventive Medicine 2008
Emotionele gezondheid
Leren omgaan met stress is belangrijk voor de emotionele gezondheid. De American
Psychological Association (www.apa.org) heeft tips samengevat voor een gezonde
omgang met stress en het opbouwen van emotionele weerbaarheid. Enkele tips zijn:
steun zoeken bij anderen, realistische doelen stellen voor al uw taken, zaken goed
relativeren en de onderliggende oorzaak van de stress aanpakken.
Korte feiten
 12% van de volwassenen heeft last van burn-outklachten
 12% van huisartsbezoeken hebben te maken met stressklachten.
29
Information not present on the Dutch website.
Opted for a negative construction as the fact is supposed to give room for improvement and point out the
negative.
30
61
 31% van het werkgerelateerde verzuim is te wijten aan werkdruk of
werkstress.
Bronnen: “Learning to deal with stress,” www.apa.org/helpcenter/stress-learning.aspx, “feiten en cijfers”
http://campagne.arboineuropa.nl/werkdruk/feiten, “cijfers” http://docplayer.nl/19767-Burn-out-en-de-fysiologie-van-hetstresssysteem.html
Ideeën om te beginnen
Er zijn online veel middelen beschikbaar die u informatie kunnen geven over het
ontwikkelen van een gezondheidsprogramma op uw werkplaats. Beginnen is vaak
gratis31; u heeft alleen een gemotiveerde, vastberaden en innovatieve werkplaats32
nodig.
De U.S. Chamber of Commerce (de Amerikaanse Kamer van Koophandel) en
Partnership for Prevention (een Amerikaanse organisatie van bedrijven, politieke
leiders en non-profit organisaties die tot doel heeft gezondheidsbevordering en
preventie van ziekte tot een prioriteit te maken)33 hebben een aantal basisstappen
bedacht om “een gezondheidscultuur te creëren” met een effectief
gezondheidsprogramma op uw werkplaats. Hieronder volgen enkele tips:






Zorg voor participatie van management en directie
Zorg voor een planningsteam
Stel doelen
Bedenk activiteiten voor het programma en voer deze uit
Verander de omgeving zo dat deze een gezonde levensstijl aanmoedigt.
Moedig deelname aan door bijvoorbeeld een gezondheids’kampioenschap’ te
organiseren
Om te beginnen kan het nuttig zijn om activiteiten te organiseren rondom
gezondheidsevenementen zoals Maand van de voeding, Borstkankermaand, etc.
Voor een lijst van evenementen per maand, ga naar www.welcoa.org/observances/ 34
Een volgende stap…
31
I opted to combine the two sentences as the first part is extremely short.
I opted to use personification rather than rhyme here, for a better flowing Dutch text.
33
American organisations explained to make sure the Dutch audience knows their importance
34
There is no comprehensive list like this for the Netherlands: American site left in
32
62
Werkgevers kunnen de basis van wellness – voeding, beweging en emotionele
gezondheid- gebruiken om een zinvol en successvol gezondheidsprogramma te
ontwikkelen voor op de werkvloer. Hieronder volgen een aantal voorbeelden:
Voeding
Werkgevers kunnen werknemers helpen de juiste keuzes te maken door informatie
te geven over goede voeding, en door voor motivatie en steun te zorgen op het werk.
Hoe u kunt beginnen:
 Maak een mededelingenbord waarop werknemers gezonde recepten en
ervaringen met succesvol afvallen kunnen uitwisselen
 Zorg voor voldoende en schone waterkoelers
 Zorg voor maandelijkse bijeenkomsten over voeding, met onderwerpen als
gezond koken, ziektepreventie, en stilstaan bij diabetes.
 Publiceer artikelen die gezonde voeding aanmoedigen in een nieuwsbrief voor
werknemers of zet deze op een interne website over gezondheid.
 Bied een afvalprogramma aan
Beweging en gezondheid
Werkgevers kunnen hun werknemers helpen gezonder te worden door ze aan te
moedigen om dagelijks te bewegen op het werk (bijvoorbeeld wandelen, de trap
nemen, joggen en sportlessen). Hoe u kunt beginnen:
 Zorg voor een wandelprogramma
 Moedig informele wandelgroepen/maatjes aan door een kaart te ontwikkelen
die verschillende wandelroutes en afstanden bevat.
 Zorg voor voldoende fietsrekken of opbergruimte voor werknemers die naar
het werk fietsen.
Emotionele gezondheid
Het leven heeft haar pieken en dalen, en leren om goed om te gaan met stress
beïnvloedt de gezondheid – zowel emotioneel als fysiek. Werkgevers kunnen hun
werknemers helpen mentaal gezond te blijven door trainingen te geven en te zorgen
dat er steun beschikbaar is. Hoe u kunt beginnen:
63
 Geef tijdens de lunch workshops over onderwerpen als omgaan met stress,
werk en gezin combineren en manieren om te ontspannen
 Publiceer artikelen over geestelijke gezondheid in nieuwsbrieven voor
werknemers of zet ze op een interne website over gezondheid
 Zorg voor een stilteruimte voor ontspanning en meditatie
 Geef uw werknemers trainingen over omgang met stress
 Zorg dat uw leidinggevenden goed communiceren, duidelijk zijn over
prioriteiten op het werk, en zorg dat ze de nodige middelen en opleiding van
werknemers beschikbaar stellen
 Moedig rekoefeningen op de werkplek aan
 Waardeer uw werknemers
Werkgevers kunnen gebruik maken van al bestaande richtlijnen voor
gezondheidprogramma’s op het werk, die zijn opgezet door andere instanties. The
California Department of Public Health (CDPH) levert materialen om werkgevers te
helpen met het opzetten van een programma met een gezondheidscheck van de
werkomgeving. CDPH levert ook een gratis gezondheidsprogramma voor
werkgevers dat Take Action!35 heet. Deze middelen kunnen worden gevonden op de
Take Action! website van het CDPH: www.takeactionca.com.
Let op, één manier werkt niet voor iedereen36. Uw unieke organisatie en de
benodigdheden en belangen van uw werknemers zullen de aanpak, doelen en focus
van uw gezondheidsprogramma bepalen.
De ervaring van CalPERS37 met gezondheidsprogramma’s
CalPERS moedigt haar werknemers al meer dan 24 jaar aan tot een gezonde
levensstijl. Het CalPERS gezondheidsprogramma geeft werknemers middelen,
informatie en activiteiten die ze aanmoedigen om gezond gedrag en een gezonde
levensstijl te ontwikkelen en behouden. Het programma bekrachtigt CalPERS’ doel:
het aantrekken, ontwikkelen en behouden van competent, creatief en gemotiveerd
personeel. Het gezondheidsprogramma biedt onder anderen het volgende aan:
 Een fitnesscentrum op locatie en groepslessen
 Lessen en workshops over voeding, gewichtsverlies, omgaan met stress,
stoppen met roken en persoonlijke veiligheid en zelfbewustzijn
 Een aanbod van kaarten van lokale routes voor wandelgroepen
35
Seeing as this is an online program, it is possible to leave it in: as the program is not a part of CalPERS, it is
however not likely it would be translated to Dutch.
36
Negative construction also present in the source text as a play on a cliché.
37
Use of less personal language to mimic the same development in the source text
64
 Het aanbod van een halfjaarlijkse screening op locatie. Werknemers worden
aangemoedigd om een een risicotest te doen om hun volledige gezondheid in
kaart te brengen.
 Een Wellnesscomité van vrijwilligers die helpen bij het ontwikkelen en
promoten van programma’s die CalPERS’ werknemers aanmoedigen en
motiveren om gezonde, gebalanceerde levens te leiden.
 Andere hulpmiddelen zoals jaarlijkse griepprikken, nieuwsbrieven over
gezondheid, en steun voor activiteiten in de gemeenschap die lichamelijke
fitheid of andere gezondheidszaken verbeteren
CalPERS begon in september 2009 een samenwerking met de American Institutes for
Research (AIR), de California Health Care Coalition en zes andere grote
zorgverzekeraars, zoals Blue Shield, om een samenwerkingsverband voor zorg te
vormen. Het doel van deze groep is om werknemers aan te moedigen om actiever
om te gaan met hun gezondheidszorg: ze leren bijvoorbeeld de basis van de kwaliteit
van gezondheidszorg, hoe goede zorg te herkennen en kiezen, en hoe ze hun
volledige gezondheid goed kunnen houden38.
De groep heeft een communicatietoolkit gemaakt die ontwikkeld is door AIR, en en
het doel heeft om werkgevers en andere organisaties te helpen goed te
communiceren met hun werknemers over gezondheidszorg die is gebaseerd op
onderzoek. CalPERS heeft informatie die is verzameld voor dit programma gebruikt
om het programma Gezond en Goed Geïnformeerd39 te verbeteren en uit te breiden voor
leden en werkgevers. Zo zijn er bijvoorbeeld nieuwe gezondheidstips op de website
van het programma geplaatst. De tips omvatten onder anderen stappen die leden
van CalPERS kunnen nemen om hun gezondheidzorg beter te regelen. Bezoek de
website van CalPERS op www.calpers.ca.gov/bewellinformed voor meer informatie
over dit programma en gezondheidstips voor werknemers.
U kunt het communicatiepakket vinden op www.air.org
Onze zorgverzekeringen kunnen helpen
38
39
This construction is clearer in Dutch.
As this is a CalPERS specific program, it would likely be translated into Dutch.
65
Onze zorgverzekeraars- Anthem Blue Cross, Blue Shield of California, and Kaiser
Permanente - bieden gratis en goedkope opties aan die passen bij uw
benodigdheden en in het budget van uw gezondheisprogramma.
Met een scala aan effectieve middelen, brochures, gezondheidsvoorzieningen en
stimulerende programma’s zijn onze verzekeringspartners klaar en in staat om
werkgevers te helpen bij het promoten van gezondheidsmanagement en wellness40
op het werk. Deze verzekeringen zijn eenvoudig te vinden op de website van
CalPERS (www.calpers.ca.gov), of via de website van de individuele verzekeraars (u
kunt deze vinden op pagina 22 van deze brochure).
Hier volgt een samenvatting van de hulpmiddelen die onze verzekeringen
aanbieden.
Anthem Blue Cross
Gratis opties
Voor toekomstige moeders
Dit is een gratis programma voor zwangere leden, dat aanmoedigt om op tijd met
regelmatige prenatale zorg te beginnen. Anthem Blue Cross wil voor al onze
toekomstige moeders een gezonde zwangerschap en een gezonde baby.
Bel 088-800-769-4896 om u aan te melden.
Gezondheidscheck
Net zoals een IQ test uw intelligentie kan meten, is de gezondheidscheck ontwikkeld
om uw gezondheid te meten. Hoe werkt het? Eerst beantwoordt u een aantal vragen
over hoe uw gezondheid op het moment is, uw medische geschiedenis, en uw
levensstijl. Uw antwoorden worden dan opgeteld met behulp van een wiskundig
model. Het resultaat is uw gezondheidsscore. Deze score is maar één onderdeel van
de gezondheidscheck. U zult ook een persoonlijk rapport ontvangen dat u helpt uw
gezondheidsrisico’s in kaart te brengen en om manieren te vinden om deze aan te
pakken.
Ieder lid van PERS Select dat deze check doet zal een betaalkaart ter waarde van 100
euro ontvangen. Deze beloning is beperkt tot één per gezin.
Ieder CalPERS PPO lid (Select, Choice, of Care)41 die de online gezondheidstest doet
zal meedoen met een driemaandelijkse trekking voor een betaalkaart ter waarde van
500 euro. Deze kaarten kunnen worden gebruikt als cash en kunnen worden gebruikt
40
The source text distinguishes between wellness and health management as well. Seeing as the translation
has already pointed out the difference, it is okay to put both in.
41
I opted to keep the names in English: English names for plans would not stand out much in the Netherlands.
66
op iedere locatie die betaalpassen accepteert. Deze beloning is beperkt tot één per
gezin.
www.anthem.com/ca/calpers
Log in of maak een account en ga dan naar de Myhealth Assessment pagina.
Gezond Leven
Anthem Blue Cross deelt graag waardevolle informatie over gezondheid met u en
uw werknemers. We moedigen onze leden aan om op onze website de lijst met
voorzieningen onder “Healthy Living”42 en de sectie met artikelen over gezondheid
te bezoeken voor meer informatie. Met deze middelen kunnen uw werknemers
volgende stappen zetten naar een gebalanceerd leven. Haal uw voordeel uit onze
gezondheidszorg en een bron van informatie over gezondheid die is ontwikkeld om
het u gemakkelijker te maken om gezond te blijven.
www.anthem.com/ca/calpers
Dokterslijn
Zaken die te maken hebben met gezondheid volgen geen reguliere werktijden. Soms
hebben uw werknemers direct antwoord nodig op hun vragen over gezondheid - en
dat kan midden in de nacht zijn, of op vakantie. Werknemers en hun familie kunnen
de Dokterslijn op ieder moment bellen om een gediplomeerd verpleegkundige te
spreken die is opgeleid om ze te helpen bij het maken van betere keuzes over hun
gezondheid.
088-800-700-9185
Stoppen met roken
Anthem Blue Cross heeft het DLS: De Laatste Sigaret programma ontwikkeld om
leden te helpen bij het stoppen met roken. DLS biedt een aantal middelen aan om
leden te ondersteunen in hun stoppoging. Of ze al klaar zijn om te stoppen of niet,
wij denken dat de informatie toch nuttig zal zijn. We bieden GRATIS DLS stopkits
aan voor al onze leden, in het Nederlands en Engels43. Deze kunnen online worden
aangevraagd.
www.tlc4ya.com
Speciale aanbiedingen
Leden van Anthem Blue Cross kunnen tot 50% besparen op aan gezondheid
gerelateerde producten en diensten. Bezoek onze website voor korting op fitness,
42
43
Shifted the ‘recources’ bit to before the name to account for the English name in the tekst.
With all the different nationalities in the Netherlands, English is the best option for a second language.
67
afvallen, optiek en meer.
www.anthem.com/ca/calpers (ga naar Health Information)
Uw Tijd Goed Besteed44
Uw Tijd Goed Besteed is een campagne voor gezondheid en wellness die is ontwikkeld
om u te helpen bij de opbouw van een gezondheidscultuur in uw werksfeer. Het
programma is online te vinden, en geeft u toegang tot communicatiemiddelen
bronnen van informatie om u te helpen uw werknemers te leren over gezonde
veranderingen in levensstijl. Uw Tijd Goed Besteed omvat een groot aantal
onderwerpen zoals gezonde voeding, leren over diabetes, beroerte voorkomen en
meer. Daarbij zijn de materialen van Uw Tijd Goed Besteed ontworpen voor efficiënt
printen en zijn ze via een postkantoor op aanvraag verkrijgbaar voor een lage prijs.
Voorbeelden van onze voorzieningen zijn:





Artikelen over gezondheid
Posters
Bijsluiters bij de loonlijst
Gezonde recepten en kooktips
“Healthy Bytes” – korte, positieve stukjes en feiten over gezonder leven.
Login informatie
Gebruikersnaam: anthembc
Wachtwoord: timewellspent!
www.anthem.com/ca/calpers
Ga naar www.anthem.com/calpers om de volledige lijst van online tools en andere
hulpmiddelen van Anthem Blue Cross te bekijken.
Blue Shield of California
Gratis opties
Blue Shield HBO (Health Benefit Officers)45 website
44
45
Included the reference to ‘you’ so it flows better in Dutch.
Added an explanation of the abbreviation as it means something else entirely in Dutch.
68
Voorzitters van gezondheidsverzekeringen hebben nu een website die speciaal is
gemaakt voor hun benodigdheden. Deze website heeft informatie over voordelen,
koersen en diensten, gezondheidsprograma’s, middelen om nieuwe leden te helpen
met opstarten, en meer.
www.blueshieldca.com/calpershbo
Gezondheidsbibliotheek
Een ruime selectie van informatie online, op één plek verzameld voor uw gemak en
voor gemakkelijke referentie. Leden kunnen informatie vinden over een groot aantal
onderwerpen over gezondheid, onder anderen:







Fitness en beweging
Gezonde voeding
Gezond gewicht
Gezondheid op het werk
Veel voorkomende ziekten
Preventie van ziekte en letsel
Complementaire en alternatieve zorg
www.blueshieldca.com
Shield Connect in een Flits46
Dit is een nieuwsbrief die zowel industrie- en verzekeringsinformatie als
gezondheidstips bevat die u kan delen met uw werknemers.
Lifestyle Beloningsprogramma
Voor Blue Shield-leden van 18 jaar en ouder biedt dit interactieve online programma
uw werknemers middelen en support om gezonder te gaan en blijven leven.
Werknemers kunnen zich aanmelden voor online programma’s die leden het hele
jaar door kunnen gebruiken om hun gezondheids- en fitnessdoelen te bereiken,
waaronder:
 Stoppen met roken
 Beweging
 Voeding
46
The company has stopped the “in the know” newsletters and started another one called Shield Connect In A
Flash
69
 Omgaan met stress
 Gezond gewicht
 Emotionele gezondheid
Het programma geeft leden ook online toegang tot manieren om hun gewicht,
voeding, beweging en stresslevels te loggen en hun voortgang bij te houden, evenals
interactieve hulpmiddelen voor dieet, fitnessplanning, maaltijdplanning,
boodschappen, tests en gezondheidstests
www.blueshieldca.com/calpers
Log in of meld u aan, en klik vervolgens op de Healthy Lifestyle Rewards link.
Wellness korting programma
Leden hebben toegang tot een wijde selectie van kortingsprogramma’s. Van
gewichtsverlies tot lid worden van een sportschool, deze kunnen helpen om geld te
besparen en gezonder te worden.




Weight watchers
24-uurs fitness
Gezondheidaanhuis.nl47
Korting op alternatieve gezondheids- en wellness producten,
acupunctuurservice, chiropatie en massagetherapie.
 Korting op optiek: Leden van Blue Shield krijgen 20 procent korting op de
winkelprijs als ze een gedekt product of voorziening kopen bij een leverancier
die is opgenomen in het Discount Vision Program netwerk.
Gezondheids- en wellness programma’s.
47
This is a Dutch online shop that has a broad selection of health related products, and would be a good
substitute for the English site.
70
Met een verbintenis aan gezondheid biedt Blue Shield programma’s aan om leden te
helpen hun gezondheid in eigen hand te nemen door middel van preventie- en
zelfhulpprogramma’s.
 24/7 Dokterslijn: één kosteloos telefoontje verbindt leden met een
gediplomeerd verpleger die klaarstaat om betrouwbare antwoorden te geven
op vragen over gezondheid.
 24/7 Verwijzing: Leden hebben 24 uur per dag, 7 dagen per week toegang tot
vertrouwelijke hulp en advies van ervaren professionals – met één telefoontje.
 Ziektebeheer programma’s: Leden kunnen een behandeling van hun
chronische aandoening met een programma dat is ontwikkeld om een
verschil te maken in de kwaliteit van hun gezondheidszorg. Programma’s zijn
verkrijgbaar voor COPD, diabetes, hartproblemen, astma, en meer.
 Vraag&Antwoord: Een forum voor Blue Shield-leden om een vraag te stellen
of waardevolle inzichten te delen over een groot aantal
gezondheidgerelateerde onderwerpen. Leden helpen en leren van anderen.
Bezoek www.blueshieldca.com/calpershbo voor HBO-voorzieningen om uw
CalPERS leden te helpen. Leden kunnen www.blueshieldca.com/calpers bezoeken
voor een volledige lijst van online tools en andere voorzieningen voor gezondheid.
71
Kaiser Permanente
Gratis middelen
Totale gezondheidscheck.
De HealthMedia® Succes™ totale gezondheidscheck is gratis voor leden van Kaiser
Permanente. Het kost 20 minuten en leden kunnen een cadeaubon van €500 of een
iPod verdienen.
Met de Succes™ totale gezondheidscheck geven leden antwoord op vragen over
negen belangrijke zaken zoals stress, beweging en eetgewoonten. Leden krijgen
vervolgens een persoonlijk actieplan gebaseerd op hun gezondheidsproblemen en
bereidheid om te veranderen. Dit persoonlijke actieplan verwijst hen naar een van
tien online coachingprogramma’s voor een gezonde levensstijl, die leden gratis
worden aangeboden.
www.kp.org/calpers
Programma’s voor een gezonde levensstijl
Met deze persoonlijke online programma’s krijgen leden het duidelijke stappenplan
en de continue aanmoediging die nodig zijn om hun doelen te bereiken. Voorbeelden
van deze programma’s zijn:
 Gewichtsverlies
 Omgaan met diabetes
 Gezonde voeding
 Stoppen met roken
72
www.kp.org/healthylifestyles
Berekeningen
Onze gezondheidscalculators zijn krachtige, gebruiksvriendelijke hulpmiddelen die
zijn ontwikkeld om uw werknemers te helpen gezonder te leven. Ze kunnen dit
digitale pakket gebruiken om te zien of hun gewicht gezond is, om erachter te komen
of ze genoeg calcium binnenkrijgen, om hun uitgerekende datum te berekenen als ze
zwanger zijn, en meer.
www.kp.org/calculators
Gezondheidscoach over de telefoon.
Leden van Kaiser Permanente kunnen één-op-één met een professional op het gebied
van gezondheid praten die hen zal helpen bij het maken – en realiseren – van een
plan om hun doelen te bereiken. Een persoonlijke coach kan hen helpen om actief te
worden, gezond te eten, te stoppen met roken, of hun gewicht gezond te houden.
Om te beginnen48
Om een afspraak te maken kunnen leden kosteloos bellen naar 088-866-402-4320, van
maandag tot vrijdag, 8:00-16:30.
Sessies met een coach zijn beschikbaar van maandag tot donderdag van 8.00-20:00 en
op vrijdag van 8:00-16:00
48
As the Netherlands is a small country, it is not likely it would be split up into regions.
73
Gezond Leven Onderweg
Podcasts die audioprogramma’s over gezond leven direct streamen naar de
computer van uw werknemers. Werknemers kunnen de programma’s ook
downloaden voor hun iPod of MP3speler. Voorbeelden van podcasts zijn:
 Stressvermindering
 Gewichtsverlies
 Slim Bewegen
 Wandelen voor uw gezondheid ... En meer.
www.kp.org/listen
Bezoek www.kp.org/calpers om de volledige lijst van online tools en andere
gezondheidsvoorzieningen te bekijken die Kaiser Permanente aanbiedt.
Goedkope middelen
Of gezondheid op het werk nieuw is voor uw bedrijf, of u wilt aanvullen op wat u al
gedaan heeft, Kaiser Permanente biedt een ruime selectie van voorzieningen en
hulpmiddelen aan voor bedrijven van iedere grootte. Onze pakketten passen de
lessen toe die we in onze 60 jaar ervaring met het motiveren van onze werknemers
om gezond te worden en blijven geleerd hebben. Er zijn drie pakketten die zijn
gemaakt om te voldoen aan de eisen van uw bedrijf.
74
Het Explorer pakket49 – Ontwikkeld om kleine bedrijven of nieuwe gebruikers een
eenvoudige ingang te bieden in gezondheidsbevordering op het werk. Begin hiermee
door middel van hulpmiddelen die al in uw Kaiser Permanente pakket zitten.
Het Engage pakket – Ontwikkeld voor middelgrote groepen die al wat kennis van
gezondheid op het werk hebben, en die wat ervaring hebben met activiteiten die de
gezondheid bevorderen. Ontwikkel een programma, voor uw Kaiser Permanente
leden of al uw personeel, dat digitale gezondheidscoaching, een aanpasbaar
wandelprogramma, een lesprogramma voor gezondheidsbevordering, een
persoonlijke website en meer omvat.
Het Perform pakket – ontwikkeld voor groepen die veel ervaring hebben met
gezondheid op de werkvloer, en die klaar zijn om méér te doen met hun middelen.
Blink uit met een veelomvattend programma dat alle onderdelen van het Engage
pakket omvat, evenals een biometrische screening en een robuust beloningselement
dat door ons wordt beheerd.
Deze paketten zijn samengesteld om te passen bij de ervaring die uw bedrijf met
gezondheid op het werk heeft. Deze omvatten omline programma’s, diensten op de
werkvloer, communicatiemiddelen, programma’s met prijzen en programma’s die
helpen bij het starten (in de Engage en Perform paketten). Weet u niet waar u moet
beginnen? Doe deze test:
https://businessnet.kp.org/health/plans/ca/totalhealthproductivity/quiz
49
As with the CalPERS Pro, Care, and Select member groups, having these titles in English will not stand out
much in the Netherlands.
75
Overige middelen
Het Internet bevat een overvloed aan informatie over een goede gezondheid en leren
over verschillende aandoeningen en ziekten. Hier zijn wat nuttige websites
KWF Kankerfonds
De “Preventie” sectie bevat informatie over rookvrij, voeding, alcohol, beweging en
gewicht, en bevolkingsonderzoeken.
Www.kwf.nl
Fonds Psychologische Gezondheid
Deze website bevat algemene informatie over psychische stoornissen, onder anderen
burnouts en depressies.
http://www.psychischegezondheid.nl/
California Department of Public Health
Deze website biedt Take Action aan. Dit is een gratis online programma dat 10 weken
duurt. Het moedigt werknemers aan om individuele voedings- en bewegingsdoelen
te stellen. Online materialen bevatten onder anderen het Fit Bedrijf pakket.
www.takeactionca.com
RIVM
Deze website bevat algemene informatie over ziekten en aandoeningen, evenals wat
informatie over gezondheid op het werk.
http://www.rivm.nl/
76
Hartstichting
Deze website bevat informatie over gezonder leven, voornamelijk gericht op het
voorkomen van hart- en vaatziekten
https://www.hartstichting.nl/
Europees Agentschap Voor Veiligheid en Gezondheid op het werk
Deze website bevat tools en publicaties over gezondheid op het werk, evenals
statistieken en campagnes.
https://osha.europa.eu/nl
Nationaal Programma Preventie
Een programma om bekendheid te vragen voor de preventie van ziekten.
http://www.allesisgezondheid.nl/
Voedingscentrum
Deze website bevat informatie over gezonde voeding
http://www.voedingscentrum.nl/nl.aspx
U.S. Department of Health and Human Services
Het Small Step document bevat een aantal simpele suggesties om gezonde activiteiten
in te passen in uw dagelijks leven (Engels)50.
http://webarchive.library.unt.edu/eot2008/20080916021032/http://smallstep.gov/eb/ta
ke_small_steps_today.html
50
This might need the indication because this source will stay in English. The health plan websites with
resources or tests would be translated into Dutch if their programs would be distributed in the Netherlands.
77
Gezondheidsmanagement
Deze website bevat verdere informatie over het nut van gezondheidsprogramma’s
http://www.gezondheidsmanagement.nl
78
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