Lost in Translation : Top Five Marketing Translation Errors
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by: Lloyd Reynolds
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Word Count: 612
Date: Thu, 29 Dec 2011 Time: 3:21 AM
When companies decide to launch a product or service into a new market there are a whole host of factors they need to weigh up. A couple which may seem fairly insignificant are translation and localisation. If errors are made when a product name, motto or strapline is translated, the results can be potentially very harmful.
At best, a poor translation may be the cause of potential embarrassment to the company concerned. However, any mistake can have the effect of damaging the image of a company. Aside from the problems brought about by poor grammar, spelling or other text inaccuracies, a poor translation or badly localised piece of work can result in complaints and in some cases even litigation.
My fascination with this subject matter started as a child learning Spanish and travelling to Spain. The earliest example I can remember are “Bum” crisps. “Bum” in this example signifies an explosion of taste or aroma I would imagine as you open the packet or eat the crisps, but makes them less appetising to the English consumer!
So here are 5 of the top Marketing Translation blunders made by companies around the world:
1.Thinking about buying a new car? Well, be careful! The famous example of Chevy’s Nova is now part of folklore. “No Va” in Spanish does mean “it doesn’t go” but didn’t actually cause Chevrolet to withdraw it from sale in Latin America as legends would have you believe. However, there are some true examples like Nissan’s launch of the “Moco” in Asia which to a Hispanic market means “Bogey”! There is also Mazda’s “LaPuta” which means “Prostitute” or “Whore” in Spain. And finally there is the Mitsubishi “Pajero”, still seen on many roads today. This actually means “Wanker” in Spain or “Liar” in Latin America!
2. Again with a Spanish theme, is the example of Parker Pens. They are proud of the fact that their ballpoint pens won’t embarrass you by leaking in your pocket like some other brands’ pens do. When getting this message across to the Mexican market they used the verb “embarazar” which is commonly mistaken to mean “to embarrass”. In fact it means “to impregnate” which meant that their slogan actually said “It won’t leak in your pocket and make you pregnant”
3. In 2002, the UK sports brand Umbro marketed a new pair of trainers with the name of Zyklon. The company proceeded to receive many complaints from individuals and companies alike due to the fact that this was the name of the infamous gas used by the Nazis to kill millions of Jews in concentration camps in WW2.
4. Ikea, the Swedish homeware and furniture corporate, brought out a new desk which they named “Fartfull” when launching it to the North American market. “Fart” actually means speed in Swedish and was even the name of a successful motor racing magazine in Sweden in the 50’s and 60’s.
5. And finally the famous American baby food brand called “Gerber”. This can mean “To Vomit” in France which is if nothing else is somewhat unfortunate.
So in summary it is clear to see why accurate translation and localisation is worth getting right and the best way to achieve this is to employ a professional company. Stello Group is an established Translation Agency and we have expertise in many areas including Marketing Translation and Website Translation.
About the Author
Lloyd Reynolds is the author of this article on Marketing Translation.
Find more information, about Stello Group`s translation services here
