Language Lens

A blog about life, discovery and culture through the lens of language and linguistics.

Archive for the tag “translation”

Translation marketing blunders oh my! Part 1

I have a favorite class with students where we talk about cross cultural communication and share stories about language and/or cultural mishaps.  Something will inevitably happen when you are learning another language.  Working as a waitress once I remember telling a Spanish speaking table that I was pregnant instead of embarrassed.  It`s a common error to make and in the end just reason to laugh.  Don`t let the possibility of saying something wrong stop you from trying!

The stakes are higher in business, however, and translation and cultural awareness must be considered.  In international marketing, one of the most well-known translation blunders comes from car maker Chevy and their car the “Nova.”  In Spanish it literally translates to “It doesn`t go.”  It was obviously not the message Chevy wanted to portray for its car that is suppose to go, and go fast for that matter!  (See below for more clarification on this case.)

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Mistakes with cultural awareness without a doubt have happened and continue to happen, especially as the world becomes more global everyday.  Examples of that for another post!  Today`s post is a compilation of translation mistakes (in writing, not speaking) that led to unfavorable results in international markets.

1. The Chevy Nova isn`t the only English to Spanish (or vice versa) mistake that has occurred with cars.  In fact there have been many.  Here are three examples of model names that were unfit for the Spanish and Portuguese markets.

  • The Mazda Laputa literally translates in Spanish to the Mazda “whore” (la puta).
  • The Nissan Moco literally translates to the Nissan “bugger” (el moco).
  • The Mitsubishi Pajero is the Mitsubishi “wanker.”   The car was renamed as “Montero.”

2. Honda introduced their car the “Fitta” in Nordic countries in 2001, only to later to learn that it referred to a woman’s genitals in Swedish and Norwegian. In the end, they renamed it the “Honda Jazz.”

3. Gerber is America’s best-known baby food maker, but “gerber” can be translated as “to vomit” of all things in French. Evidently the name was not marketed in France.

4. In Germany, Clairol launched a curling iron called the “Mist Stick” and mist in German is slang for manure: the “manure stick.” Uh oh…

5. Sharwoods, a UK food manufacturer, spent £6 million on a campaign to launch its new ‘Bundh’ sauces only later to receive calls from numerous Punjabi speakers indicating that “bundh” sounded just like the Punjabi word for “arse”. Oops!

6. The Japanese company Matsushita Electric (now Panasonic) was promoting a new PC for internet users. They had created the new web browser and received license to use the cartoon character Woody Woodpecker as the interactive internet guide.  The day before launch, they realized the mistake and saved themselves a lot of embarrassment. The ads for the new product featured the following slogan: “Touch Woody – The Internet Pecker.”  “Woody” and “pecker” are both references to male genitals in English.

7. In the 1970`s, Wang Computers was an American computer company with the motto: “Wang Cares.”  Sounding a lot like “wankers,” British branches refused to use the motto.

8. “Traficante” is an Italian mineral water, but in Spanish translates to “drug dealer” or “trafficker.”  In 2006, it was purchased by Coca-Cola.

9. When Pope John Paul II visited Miami in 1987, a local T-shirt maker produced commemorative T-shirts for the Hispanic market “Vi la papa” without realizing that a simple article change in Spanish changed the meaning. The shirts literally read: “I saw the Potato” (“la Papa”), instead of “I saw the Pope” (“el Papa”).

10. The toothpaste and toothbrush company “Colgate” literally means “hang yourself” in the voseo form of Argentinian Spanish.

More on Chevy`s Nova: Despite being perhaps the most common example given in international marketing, the story of the Nova is actually a myth.  The car was sold with this name in Venezuela and Mexico, having quite successful sales in Venezuela in fact.

For a similar post but related to cultural blunders, go here!

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Saudade

In Portuguese, the word “saudade” is when you miss someone or something constantly, and not just in the moment.  It´s possible to summarize the feeling in just one word: saudade.   “Estou sentindo saudade de voce.”

saudades de vc

Part of the fun when learning another language is discovering terms and words that don´t exist in your first language.  I can only speak for comparing Spanish and English, however, words like “friolenta/o” (adjective) and “pochoclera” (noun) are a few of my favorites.

  • Friolenta (Argentina) Friolera (Spain): When someone is sensitive to cold and gets cold easily. “Soy friolenta.
  • Pochoclera: Coming from “pochoclo” (popcorn), this is a light-hearted, fun movie that is suitable for eating popcorn. “Quiero mirar una pochoclera.”

As the previous post gave an example of aboriginal girls always knowing which direction was which, it came back to their language which doesn´t use words like left or right and uses compass points instead.  Germans have an expression for being alone in the woods “Waldeinsamkeit” simply because they have forests and have lived the experience; the term wouldn´t serve a culture who only knows the tropical rain forest.  Our words are all subject to the culture from which we grew up, somehow.  From a recent article in 9GAG, entitled “Untranslatable Words, shows a lot about different cultures,” eleven examples were given, each with a hint of culture associated with the term.  I hope you enjoy this as much as I did.

Saudade1

Saudade11Saudade10 Saudade9 Saudade8 Saudade7 Saudade6 Saudade5 Saudade4 Saudade3 Saudade2

But Friday the 13th doesn’t translate!

Cat is ‘gato’ and dog is ‘perro’; red is ‘rojo’ and green is ‘verde.’  Sometimes translations are easy.  Of course the difficulty increases as you translate full sentences, paragraphs or even entire texts.  (Sentences, paragraphs and texts – oh my!)

I write you on the night of Friday the 13th, which is superstitious for both the number and the day.  Various cultures have considered Friday both an unlucky and evil day, if you consider partying and celebrating the weekend evil that is.  And then the number 13, which has its own fear associated with it: triskaidekaphobia.  There’s too much to write about the origins of 13 and why it’s superstitious, but here’s a few.  Some beliefs come from the Christian view that Judas, who deceived Christ, was the 13th to arrive at the Last Supper, and in Tarot 13 is the death card, which depicts the Grim Reaper.

Completely opposing beliefs, yet similar superstitions to the number 13.  Hmmm…

Here are some other interesting facts about the number 13 from this website.

  • Hospitals and hotels regularly have no room number 13.
  • Many airports skip the 13th gate.
  • More than 80% of high rise buildings/skyscrapers lack a 13th floor.
  • Traditionally in hangings, there are 13 knots in the noose and 13 steps leading up to the moment of death.
  • Many say the No. 13 was pointed to the ill-fated mission to the moon, Apollo 13.

So back to translating (as this is a language blog).  You must be careful with translating because superstitions like “Friday the 13th” don’t translate; in fact, they can be different all together in another language, sometimes not existing at all.

In Spanish, the equivalent is “Martes 13,” or “Tuesday the 13th.”

  • El martes [13] ni te cases, ni te embarques. (On Tuesday [the 13th], don’t get married/make big decisions or travel.)

Another common superstition, belief, lo que sea (whatever) is that cats have 9 lives.  Well guess what: they have 7 lives to Spanish speakers!  Translating works to a degree, but you can’t translate beliefs and superstitions.   They are as unique as you and I.

http://pinterest.com/pin/250653535482103760/

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