|
Cracking an international market is a goal of most growing corporations. It shouldn't be that hard, yet even the big multi-nationals run into trouble because of language and cultural differences. For example...
The name Coca-Cola in China was first rendered as Ke-kou-ke-la.Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect. Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, "ko-kou-ko-le," which can be loosely translated as "happiness in the mouth."
In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi Generation" came out as "Pepsi will bring your ancestors back from the dead."
Also in Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off."
The American slogan for Salem cigarettes, "Salem - Feeling Free," got translated in the Japanese market into "When smoking Salem, you feel so refreshed that your mind seems to be free and empty."
When General Motors introduced the Chevy Nova in South America, it was apparently unaware that "no va" means "it won't go." After the company figured out why it wasn't selling any cars, it renamed the car in its Spanish markets to the Caribe.
Ford had a similar problem in Brazil when the Pinto flopped. The company found out that Pinto was Brazilian slang for "tiny male genitals". Ford pried all the nameplates off and substituted Corcel, which means horse.
An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of the desired "I Saw the Pope" in Spanish, the shirts proclaimed "I Saw the Potato."
Chicken-man Frank Perdue's slogan, "It takes a tough man to make a tender chicken," got terribly mangled in another Spanish translation. A photo of Perdue with one of his birds appeared on billboards all over Mexico with a caption that explained "It takes a hard man to make a chicken aroused."
Hunt-Wesson introduced its Big John products in French Canada as Gros Jos before finding out that the phrase, in slang, means "big breasts." In this case, however, the name problem did not have a noticeable effect on sales.
Colgate introduced a toothpaste in France called Cue, the name of a notorious porno mag.
In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water.
Japan's second-largest tourist agency was mystified when it entered English-speaking markets and began receiving requests for unusual sex tours. Upon finding out why, the owners of Kinki Nippon Tourist Company changed its name.
Bacardi concocted a fruity drink with the name "Pavian" to suggest a "French chic" but "Pavian" means "baboon" in German.
Parker (Pens) translated the slogan for its ink, "Avoid Embarrassment - Use Quink" into Spanish as "Evite Embarazos - Use Quink" ... which also means "Avoid Pregnancy - Use Quink."
This is a sign posted in a 4 star hotel in South France: "Your attention please. First. It is absolutely forbidden take the cover and the counterpane to go in the garden for take sun. Secondly, it's absolutely forbid to go out by windows because all curtains are damaged. Third, you are request take care when you take shower because innondation rot the carpet. But after this instructions, you don't take care, I'll be obliged to take sanctions. The direction."
When Gerber first started selling baby food in Africa, they used the same packaging as in the USA - the cute baby on the label. Later, when investigating lower than expected sales figures, they found out that it is common practice in Africa to put pictures of the contents on food package labels.
Puffs tissues had a bad name in Germany since "Puff" is a colloquial term for whorehouse.
Jolly Green Giant translated into Arabic means "Intimidating Green Ogre."
One large US software company specialized in letterhead and business cards advertise on their products in France: "Imprimez votre carte de travail" which means "Green card". It seems to be an easy way to get one.
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 that the Spanish translation read "Are you lactating?"
World traveler's collection, no offense taken please! So the English language is hard to grasp!
In a Zurich hotel: "Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for this purpose."
In an East African newspaper: "A new swimming pool is rapidly taking shape since the contractors have thrown in the bulk of their workers."
In a Czechoslovakian tourist agency: "Take one of our horse-driven city tours -- we guarantee no miscarriages."
In a Paris hotel elevator: "Please leave your values at the front desk."
In a Bucharest hotel lobby: "The lift is being fixed for the next day. During that time we regret that you will be unbearable."
In a Leipzig elevator: "Do not enter lift backwards, and only when lit up".
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."
In a Rhodes tailor shop: "Order your summers suit. Because is big rush we will execute customers in strict rotation."
In a Tokyo Hotel: "Is forbidden to steal hotel towels please. If you are not a person to do such a thing is please not to read notis."
Advertisement for donkey rides in Thailand: "Would you like to ride your own ass?"
In a Hong Kong supermarket: "For your convenience, we recommend courageous, efficient self-service."
A hotel notice in Madrid: "If You Wish Disinfection Enacted In Your Presence, Please Cry Out For The Chambermaid."
In a Belgrade hotel elevator: "To move the cabin, push button for wishing floor. If the cabin should enter more persons, each one should press a number of wishing floor. Driving is then going alphabetically by national order."
In a hotel in Athens: "Visitors are expected to complain at the office between the hours of 9 and 11 A.M. daily."
Outside a Hong Kong tailor shop: "Ladies may have a fit upstairs."
A sign posted in Germany's Black Forest: "It is strictly forbidden on our black forest camping site that people of different sex, for instance, men and women, live together in one tent unless they are married with each other for that purpose."
In an advertisement by a Hong Kong dentist: "Teeth extracted by the latest Methodists."
In a Swiss mountain inn: "Special today -- no ice cream."
In a Bangkok temple: "It is forbidden to enter a woman even a foreigner if dressed as a man."
In a Copenhagen airline ticket office: "We take your bags and send them in all directions."
"On the door of a Moscow hotel room: "If this is your first visit to the USSR, you are welcome to it."
In a Norwegian cocktail lounge: "Ladies are requested not to have children in the bar."
In a Budapest zoo: "Please do not feed the animals. If you have any suitable food, give it to the guard on duty."
In the office of a Roman doctor: "Specialist in women and other diseases."
In an Acapulco hotel: "The manager has personally passed all the water served here."
In a Tokyo shop: "Our nylons cost more than common, but you'll find they are best in the long run."
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.
From a Japanese information booklet about using a hotel air conditioner: "Cooles and Heates: If you want just condition of warm in your room, please control yourself."
From a brochure of a car rental firm in Tokyo: "When passenger of foot heave in sight, tootle the horn. Trumpet him melodiously at first, but if he still obstacles your passage then tootle him with vigor."
Two signs from a Majorcan shop entrance: "English well speaking" / "Here speeching American."
Tokyo hotel's rules: "Guests are requested not to smoke and do other disgusting behaviors in bed."
In the window of a Swedish furrier: "Fur Coats Made For Ladies From Their Own Skin."
Sign in a German hospital: "No Children Allowed In The Maternity Wards."
The sign at the concierge's desk in an Athen's hotel: "If You Consider Our Help Impolite, You Should See The Manager."
Detour sign in Kyushi, Japan: "Stop: Drive sideways."
Tokyo hotel's rules and regulations: "Guests are requested not to smike or do other disgusting behaviours in bed."
Hotel room notice, Chiang-Mai, Thailand: "Please do not bring solicitors into your room."
Hotel brochure, Italy: "This hotel is renowned for its peace and solitude. in fact, crowds from all over the world flock here to enjoy its solitude."
Hotel, Yugoslavia: "The flattening of underwear with pleasure is the job of the chambermaid."
Hotel, Japan: "You are invited to take advantage of the chambermaid."
Sign in Japanese public bath: "Foreign guests are requested not to pull cock in tub."
Sign in men's rest room in Japan: "To stop leak turn cock to the right."
In the lobby of a Moscow hotel across from a Russian Orthodox monastery: "You are welcome to visit the cemetery where famous Russian and Soviet composers, artists, and writers are buried daily except Thursday."
Hotel catering to skiers, Austria: "Not to perambulate the corridors in the hours of repose in the boots of ascension."
Taken from a menu, Poland: "Salad a firm's own make; limpid red beet soup with cheesy dumplings in the form of a finger; roasted duck let loose; beef rashers beaten up in the country people's fashion."
Dry cleaner's, Bangkok: "Drop your trousers here for the best results."
|
|
