Faulty Translations
Last Updated: Sunday, October 22, 2000 04:26 PM
Below are faulty translations for foreign marketing campaigns:
1. 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?"
2. Coors put its slogan, "Turn It Loose," into Spanish, where it was read as
"Suffer From Diarrhea."
3. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign:
"Nothing sucks like an Electrolux."
4. 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."
5. 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.
6. Colgate introduced a toothpaste in France called Cue, the name of a notorious
pornographic magazine.
7. 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).
8. Pepsi's "Come Alive With the Pepsi Generation" translated into "Pepsi
Brings Your Ancestors Back From the Grave" in Chinese.
9. 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 "kokou
kole", translating into "happiness in the mouth."
10. 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."
11. 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" 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.
Email me - zzhumphreyt@mail.com
