Translation errors are the stuff of legend on the Internet. Although many are merely urban legends, many more are based in truth. A favorite adage in the translation community says that the ability to speak two languages does not a translator make, a hard lesson learned by many people throughout history. Effective translators understand culture, context, slang and colloquial speech, and help their clients avoid embarrassing and potentially costly mistakes. Here are some of history’s most memorable translation blunders.
Historically Unfortunate Product Branding Choices
You may have heard stories about the Chevy Nova suffering poor sales in Mexico because “no va” translates to “doesn’t go” in Spanish. That one has long been debunked, but other companies weren’t so lucky in these cases of bad branding translations. Both Clairol and Rolls Royce used the English word “mist” in product names which, in German, translates directly to “manure.” Consequently the Clairol Mist Stick and the Rolls Royce Silver Mist were renamed before being launched in Deutschland. IKEA used the Swedish word for “speedy” when naming the “Fartfull” children’s work bench, but didn’t consider how the name would sell in America.
Not surprisingly, they pulled the product soon after launching it in the United States. Proctor & Gamble, when launching Pampers in Japan, retained the stork image on their packaging. In Japan however, babies arrive on giant floating peaches. Japanese parents, not understanding the meaning of a stork, largely ignored the new product because they had no idea what the stork symbolized.
Translating the Language of Diplomacy and Politics
Translation blunders can be costly for businesses, but when these mistakes take place in the political arena, the stakes become even more costly. In the 1950s, Soviet Premier Nikita Khrushchev issued the infamous “we will bury you” statement to the United States, fueling the Cold War fire. What he actually said was “we will outlast you,” but that sentiment was lost in translation. The staff of President Jimmy Carter, on his historical mission to Poland in 1977, hired an inept freelance translator.
In an internationally broadcast speech, Carter expressed that he had become familiar with Polish opinions and desires for the future. The translator, however, relayed that the American president harbored carnal desires for the Polish people. The interpreter went on to use centuries-old Polish language constructions while inadvertently criticizing the Polish constitution.
Tips for Avoiding Localization Blunders
Employing the services of a seasoned translation and localization specialist is the single most effective way to ensure that your translations don’t accidentally wander down the road of error and embarrassment. You can make it easier on yourself, however, if you incorporate aggressive globalization strategies into your initial business models. The lesson to be learned from the product branding stories above is clear: Consider any potential expansion markets at the time of original product branding. Otherwise, you may find yourself creating an entirely new brand from scratch in any subsequent target markets. One last word of warning: ensure that your translator is familiar not only with the formal aspects of the language, but also common slang, colloquialisms and cultural interpretations.
Verbatim Solutions has an extensive and established track record of providing translation and localization services to some of the most recognized brands in the world. Their experienced translators understand the importance of maintaining an ever-present image of professionalism and context. Trust Verbatim Solutions to help you avoid translation errors.
