Knowing two languages is very different from knowing how to translate. It is a hard-earned skill. Sometimes translation mistakes can cause big problems. Why professional language translation services are required? Following examples will help you understand it better:
HSBC Bank
In 2009, the bank scrapped its 5-year old campaign “Assume Nothing” campaign. The problems became visible when in many countries the translated meaning became “Do Nothing.” To get over it, the bank spent USD 10 million to change the tagline to “The World’s Private Bank,” which has a more friendly translation.
Electrolux
The company got its marketing campaign horribly wrong when it decided to launch its product in the US market. The vacuum’s ad campaign punch line “Nothing Sucks like an Electrolux” actual meant to underscore the device’s high power. The product didn’t take off, even when it was grammatically correct.
Braniff Airlines
The airlines launched a new leather seat and campaign used in the US: “Fly in Leather.” Throughout the Latin America the Spanish translation “Vuela en Cuero” worked very well, it had a different meaning in Mexico “Fly Naked.” The promotion may have appealed to some flyers, but the message airlines intended to send was wrongly taken.
American Motors
Sometimes even the product name may be incorrectly translated. American Motors launched its new midsized car in Puerto Rico; it quickly realized that the product name didn’t have the intended meaning of courage and strength. In Spanish, Matador is translated to ‘killer,’ which didn’t click the drivers there.
KFC
The company ran an ad campaign which made Chinese consumers a bit apprehensive when “finger licking good” was translated as “eat your fingers off.”
Mercedes-Benz
The company got its product name misleading when they entered the Chinese market under the brand name “Bensi,” which means “rush to die.” Not to mention it turned off the customers.
Coors
The marketing of the company was caught on the wrong foot when they translated its slogan, “Turn It Loose,” into Spanish, where it is a colloquial term for having diarrhea.
Pepsi
The company had a slogan “Pepsi Brings You Back to Life.” When it entered China, a wrong translation made it “Pepsi Brings You Back from the Grave.”
Markets Tumble
A poor English translation of the article written by Guan Xiangdong of the China News Services circulated on the internet lead the USD to plunge in value. The translation as compared to the original article was authoritative and concrete which led to panic.
Only with professional language translation service, you can avoid such glaring mistakes that can turn away your customers. Call now @ 888-670-3369, and we are happy to help!