The reason we have professional translation services is to offer our customers an effective way of communicating with people who speak a different language, regardless where they may be, and regardless of the language they speak.
The reason we have professional translation services is to offer our customers an effective way of communicating with people who speak a different language, regardless where they may be, and regardless of the language they speak. One of the major roles of a translator is to exercise a degree of cross-cultural awareness, ensuring they avoid certain errors that could well compromise their client’s objective.
There are, though, some companies and people who believe they’re sufficiently familiar with cross-cultural issues, or simply are not aware that they exist, and believe they’re able to translate their own messages. When you see some of the examples we’ve listed below you’ll realize that they’re taking this step at their own risk, and to the financial detriment of their business.
It Pays to Invest in Professional Translators Should Services
We’ll demonstrate with the following examples of cross-cultural marketing errors that both individuals and companies can save themselves a lot of time and money by investing in professional translation services. A business can completely discredit themselves in a large market with inadequate or non-existent cross cultural marketing research, and at the very least it places them in a potentially very uncomfortable situation. This is unfortunate because, for the accessible rates of a professional translator or translation agency, a business can successfully direct their message without any inaccurate or embarrassing mistakes.
Below we’ve listed just a couple of huge marketing blunders that could have been totally avoided had the business concerned employed the services of a professional translator.
- Coors launched their product slogan ‘Turn It Loose’ as a Spanish language version: unfortunately, Spanish speakers interpreted it as meaning something like ‘Suffer from Diarrhea’.
- When Pepsi launched its product to the Chinese market it came with a mistranslation of the phrase ‘Come Alive with the Pepsi Generation’– in Chinese, this was rendered as ‘Pepsi Brings Your Ancestors Back from the Dead’!
- Other companies have attempted to launch various types of products on the German market by retaining the English word ‘mist’ - in German, this word happens to mean ‘manure’. Oops!
Oh well, that’s what happens when you don’t do your homework!