Wednesday, June 25, 2008

Advertising in Different Languages

I recently received an email that showed how some popular advertising campaigns would be translated in different languages. I don't know if these advertisements were actually run with these direct translations or not, but either way, it is fun to see how words translate.

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 the Spanish translation read "Are you lactating?"

Coors put its slogan, "Turn It Loose," into Spanish, where it was read as "Suffer From Diarrhea."

Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing sucks like an Electrolux."

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."

Pepsi's "Come Alive With the Pepsi Generation" translated into "Pepsi Brings Your Ancestors Back From the Grave" in Chinese.

Frank Perdue's chicken slogan, "It takes a strong man to make a tender chicken" was translated into Spanish as "it takes an aroused man to make a chicken affectionate."

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.

The Coca-Cola name in China was first read as "Kekoukela", meaning "Bite the wax tadpole" or "female horse stuffed with wax", depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent "kokou kole", translating into "happiness in the mouth."

When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, "It won't leak in your pocket and embarrass you."The company thought that the word "embarazar" (to impregnate) meant to embarrass, so the ad read: "It won't leak in your pocket and make you pregnant"

2 comments:

simple said...

translation of words into different languages are just so crazy sometimes. great blog.

J.A.G. said...

Don't forget the Chevy Nova. In Spanish the phrase "No va" means "It doesn't go". Of course, reports of poor sales in Spanish-speaking countries because of this are apparently exaggerated.

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