It is important for companies to do adequate preparation and research before introducing a product into the international marketplace. How easily even "experts" can sometimes fall victim when their in-house marketing department is not fully aware of the local culture. As such, slogal translations can sometimes end up being a fiasco!
My favorite is: When American Airlines wanted to advertise its new leather first class seats in the Mexican market, it translated its "Fly In Leather" campaign literally, which meant "Fly Naked" (vuela en cuero) in Spanish. and here is: Top 13 Worst Slogan Translations Ever:
1) The Coca-Cola name in China was first read as "Kekoukela", meaning "Bite the Wax Tadpole" or "Female Horse Stuffed with Wax", depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent "kokoukole", translating into "Happiness in the Mouth."
2) General Motors had a very famous fiasco in trying to market the Nova car in Central and South America. "No va" in Spanish means, "It Doesn't Go".
3) The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read "Are You Lactating?"
4) An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I Saw the Potato" (la papa).
5) When American Airlines wanted to advertise its new leather first class seats in the Mexican market, it translated its "Fly In Leather" campaign literally, which meant "Fly Naked" (vuela en cuero) in Spanish.
6) Frank Perdue's chicken slogan, "It takes a strong man to make a tender chicken," was translated into Spanish as "it takes an aroused man to make a chicken affectionate."
7) Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.
8) When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in Africa, companies routinely put pictures on the labels of what's inside, since many people can't read.
9) Pepsi's "Come Alive With the Pepsi Generation" translated into "Pepsi Brings Your Ancestors Back From the Grave" in Chinese.
10) Coors put its slogan, "Turn It Loose," into Spanish, where it was read as "Suffer From Diarrhea."
11) Clairol introduced the "Mist Stick," a curling iron, into Germany only to find out that "mist" is slang for manure. Not too many people had use for the "Manure Stick."
12) Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing Sucks like an Electrolux."
13) When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, "It won't leak in your pocket and embarrass you." The company thought that the word "embarazar" (to impregnate) meant to embarrass, so the ad read: "It won't leak in your pocket and make you pregnant."
Language: English
meta tag : Unfortunate Translations , Advertising, Reklam, Ad
