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Marketing Translation: Its a Tough Business
Globalizing a business can be tough. Costs, increased capital, risk of delayed return of investment, hiring, legal fees- these are just some of the challenges companies may encounter when they expand business to another country. In addition to this, marketing can also become a challenge. This is especially true when the language barrier comes into play.
Even some of the biggest companies in the world has made glaring marketing mistakes. For example, when Pepsi carried their slogan “Come Alive with the Pepsi Generation” over to China, it became ““Pepsi brings your ancestors back from the grave”. Now that’s quite a marketing promise.
Sharwoods, a UK food manufacturer, released a new curry sauce in 2003 called “Bundh”. According to the company, the name is related to the northern Indian way of cooking using closed pots. Apparently that sounded like the Punjabi word for one’s bottom.
Car company Honda introduced their 2001 model as “Fitta”, not knowing that it refers to the female genitals in Swedish, Danish and Norwegian.
Even Coca Cola, one of the biggest companies in the world, had trouble translating their company’s name correctly in Chinese. They had to go through 40,000 Chinese characters after their initial Chinese name directly translated to “bite the wax tadpole” or “female horse stuffed with wax”.
Some marketing translation challenges also involve cultural differences. One example is a lawsuit filed against Pepsi Cola in India. In a commercial, a cricket team was celebrating as a young boy sells them sodas.It has been criticized to advertise child labor.
Examples of failed marketing translations internationally:
Marketing Translations: Going Global and Local
Avoid marketing translation mistakes and hire only accredited translators with experience in handling marketing campaigns. Language Direct can help you hire the best linguists for your marketing translation needs.
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