Friday, September 9, 2011

Globalization & the Importance of Language Translation

With the continuation of global communication and travel, more and more companies are shifting from just targeting their local markets to targeting the international market. However, if you are marketing your products globally you have to be cautious and aware of the differences in language and culture. A word in English might have a completely different meaning in Spanish that could be harmful to your company's reputation. For instance, take a look at these examples of how companies have made mistakes in their translations in the past:

1) KFC used the phrase "Finger Lickin' Good" while advertising in China. However in Chinese, it translates to "eat your fingers off".
2) General Motors introduced their new vehicle, the Chevrolet Nova. Unfortunately, "No Va" in Central and South America translates to "It Doesn't Go".
3) The Dairy Association's huge campaign for "Got Milk?" in Mexico had the meaning "Are You Lactating
4) The brewing company, Coors once used the slogan, "Turn it Loose". Unfortunately in Spanish, this translates to "Suffer from Diarrhea".
5) The company, Parker Pen had the slogan, "It won't leak in your pocket and embarrass you", which in Mexico translated to "It won't leak in your pocket and make you pregnant".

All of these embarrassing marketing mistakes are all examples of how the smallest translation error can negatively affect a company's marketing message, which could potentially do tremendous harm to that company's reputation. Having an incorrect and sometimes inappropriate slogan or catch phrase will not only ruin a company's reputation but it can also cause you to lose potential sales and revenue. That is why it is important to attain translation services from reliable . By hiring professional translation services, you can ensure that the delivery of your company's marketing message will be correctly interpreted by foreign consumers.

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