You’ve probably heard the phrase, “lose something in translation.” Sometimes the translation has a completely different meaning. Here are some examples:
· “Bran Buds” cereal, made by Kellogg’s, was introduced to Sweden and soon changed its name. “Bran Buds” in translations is almost the same as “burned farmer.”
A direct translation of Pepsi’s slogan “Live with Pepsi” into Chinese as “Pepsi resurrects your ancestors.”
When Va Bene, an expensive Italian restaurant, opened in Shanghai, local residents chuckled. In Italian, the name of the restaurant means “it’s good”, but in Shanghainese it sounds like the phrase “it’s not cheap”.
· “Matador” has a glamorous image for Americans as the powerful figure in the bullring. When American Motors put the name on one of their cars, the good people of Puerto Rico were reluctant to buy them. La razón, in Spanish Matador means “murderer”.
· A brand of cooking oil marketed in Latin America was translated into Spanish as “Jackass Oil.”
· Schweppes Tonic Water was translated into Italian as “Schweppes Toilet Water”.
The global economy is a ripe source of growth for businesses. Despite what the media is popularizing, there are still some very vibrant economies hungry for new products and services. As you recognize how you can benefit from these global opportunities, you should take the time to learn the customs, slang, and meaning of your product name in the new location.
If you don’t, your product could be infamous as a cultural or translation faux pas.
