There are more general market (originally meant for USA) ads than ever before being used offshore. And it would seem, that often, a detailed translation is the last step in the process. One that gets rushed and comprimised.
Use of a proven translator or translation service, the advertiser should always encourage them to avoid literal translations and to offer insights and suggestions based on cultural issues. Some recent examples of the reasons for this suggestion:
Kellogg’s had to rename “Bran Buds” cereal in Sweden when it was
discovered that the name roughly translates to “burned farmer.”
American Dairy Association tried to expand its “Got Milk?” campaign
to Mexico. It found that the Spanish translation of its slogan read:
“Are you lactating?”
Kellogg’s had to rename “Bran Buds” cereal in Sweden when it was
discovered that the name roughly translates to “burned farmer.”
American Dairy Association tried to expand its “Got Milk?” campaign
to Mexico. It found that the Spanish translation of its slogan read:
“Are you lactating?”
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