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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...
Scandinavian vacuum manufacturer Electrolux used the following in an American
add campaign: "Nothing sucks like an Electrolux."
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.
When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to
say "It won't leak in your pocket and embarrass you." However, the company's
mistakenly thought the Spanish word "embarazar" meant embarrass. Instead the
ads said that "It wont leak in your pocket and make you pregnant."
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.
English can be a difficult language to learn (and even harder
when people in other countries try to make signs which their
English-speaking visitors can read)
The lift is being fixed for the day. During that time
we regret that you will be unbearable.
(In a Bucharest hotel lobby)
When passenger of foot heave in sight, tootle the
horn. Trumpet him melodiously at first, but if he
still obstacle your passage, then tootle him with
vigor. If honorable horse obstacle your path, pull
over until he he pass away.
(From a Japanese car-rental firm's informative brochure)
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.
(Inside an elevator in Yugoslavia)
Please leave your values at the front desk.
(At a Paris hotel)
Not to perambulate the corridors in the hours of
repose in the boots of ascension.
(At an Austrian ski lodge)
Our wines leave you nothing to hope for.
(On the menu of a Swiss restaurant)
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.
(On the menu of a Polish hotel's restaurant)
For your convenience we recommend
courteous, efficient self-service.
(At a Hong Kong supermarket)
Drop your trousers here for best results.
(At a Taiwanese laundry)
Order your summers suit. Because is big rush
we will execute customers in strict rotation.
(At a Hong Kong tailor shop)
There will be a Moscow Exhibition of the Arts by
15,000 Soviet Republic painters and sculptors.
These were executed over the past two years.
(In Soviet Weekly)
A new swimming pool is rapidly taking shape
since the contractors have thrown in the bulk of
their workers.
(In an East African newspaper)
Teeth extracted by the latest methodists.
(Advertisement of a Hong Kong dentist)
A lot of water has been passed under the bridge
since this variation has been played.
(In a Russian book on chess)
Fur coats made for the ladies from their own skin.
(In the window of a Swedish furrier)
Stop -- Drive sideways.
(Detour sign in Kyushi, Japan)
Specialist in women and other diseases.
(On the door of a Roman doctor's office)
Cooles and heates: If you want just condition of
warm in your room, please control yourself.
(Instructions accompanying new Japanese air conditioners)
English well talking.
Here speeching American.
(Signs at two Majorcan shops)
Do not enter lift backwards, and only when lit up.
(In a Paris hotel elevator)
Visitors are expected to complain at the office
between the hours of 9 and 11 a.m. daily.
(In an Athens hotel)
The flattening of underwear with pleasure is the
job of the chambermaid.
(In a Yugoslavian hotel)
You are invited to take advantage of the women
who are employed to clean the room.
(In a Japanese hotel)
You are welcome to visit the cemetery where
famous Russian and Soviet composers, artists
and writers are buried daily except Thursday.
(At a Moscow hotel across the street from a
Russian Orthodox monastery)
Ladies may have a fit upstairs.
(In a Hong Kong tailor shop)
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.
(At a German campground)
Ladies, please leave your clothes here and
spend the afternoon having a good time.
(Outside a Rome laundry)
Take one of our horse-drawn city tours.
We guarantee no miscarriages.
(Czech tourist agency brochure)
Special Today -- NO ICE CREAM.
(At a Swiss mountain inn)
We take your bags and send them in all directions.
(Slogan of a Dutch airline)
If this is your first visit to the Soviet Union,
you're welcome to it.
(At a Moscow hotel)
Ladies are requested not to have children in the bar.
(Inside a Swedish lounge)
We are pleased to announce that the manager
has personally passed all the water served here.
(At an Acapulco restaurant)
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