| The importance of advertising can hardly be | | | | There are plenty of instances of translation |
| overemphasised in the competitive environment | | | | bloopers caused by a lack of attention to |
| we live in today. No matter what the field | | | | linguistic nuances in cross cultural |
| may be, whether it is education, health care | | | | advertising. Even large business houses have |
| or the latest fashions, a large part of | | | | not been immune to linguistic quirks |
| business success seems to hinge on | | | | happening on account of faulty translation |
| advertising wizardry. Geographical boundaries | | | | services and inapt localization of |
| are fast disappearing, allowing for | | | | advertising content. Although the reporting |
| exponential business growth across | | | | of these advertising gaffes provides |
| continents. In this scenario, language | | | | amusement to the casual reader, the matter |
| translation services occupy a niche segment | | | | has serious implications for those |
| in the services industry today. | | | | responsible for the marketing of the |
| | | | products. |
| Surprisingly enough, when it comes to cross | | | | |
| cultural advertising, the implications of | | | | When launching Coke in China, the advertisers |
| effective translation services and | | | | used the name 'Ke-kou-ke-la' because it |
| localization of advertising content is not | | | | sounds Coca-Cola. Only after thousands of |
| that well understood. Somewhere along the | | | | hoardings had been printed was it discovered |
| way, companies falter in choosing product | | | | that "Ke-kou-ke-la" translated as "bite the |
| names or marketing slogans. The impact is | | | | wax tadpole" or "female horse stuffed with |
| felt much later and at great expense to the | | | | wax" in Chinese dialects. Second time around |
| company, that the marketing spiel is not well | | | | things worked out much better. After much |
| received by the target audience owing to a | | | | re-work, the advertisers came up with |
| simple slip up in the advertising effort. | | | | "ko-kou-ko-le" which translates as "happiness |
| | | | in the mouth". |
| A 1985 study consumer behavior covering | | | | |
| diverse markets like the U.S., Quebec and | | | | In the U.S., most consumers are familiar with |
| Korea, highlighted that there are important | | | | the Salem cigarettes slogan: "Salem - Feeling |
| differences in the reasons why consumers in | | | | Free." When translated to Japanese, the |
| these countries buy similar products. The | | | | advertisement read as: "When smoking Salem, |
| reasons are steeped in the respective | | | | you feel so refreshed that your mind seems to |
| cultures. The buying of wine, for example | | | | be free and empty." |
| highlights the cultural differences very | | | | |
| well. In most countries of northern Europe, | | | | The instructions on U.S. made medical |
| wine is considered as a drink for special | | | | containers which read: "Take off top and push |
| occasions. In many South European countries, | | | | in bottom," was not so well received by the |
| however, it is an every day drink. To use the | | | | British, owing to the strong sexual |
| same marketing terminology for the same | | | | undertones the phrase signified. |
| product in both regions would be a marketing | | | | |
| mistake. Language translation services, when | | | | These and many other mishaps that have |
| used in the field of advertising, must take | | | | occurred in the world of advertisement, go to |
| these factors into account. Otherwise, it | | | | show how important it is for providers of |
| would mean that a lot of money spent in | | | | corporate translation services and |
| advertising, would just be going down the | | | | localization to pay attention to the |
| drain. | | | | linguistic preferences of target audiences |
| | | | from a cultural standpoint. |