| In a market full of translators, translation agencies | | | | ad campaign: "Nothing sucks like an |
| and translation directories one is forgiven for | | | | Electrolux."Colgate introduced a toothpaste in |
| feeling confused as to where to go and who to | | | | France called 'Cue', the name of a notorious porno |
| use. Finding a good translation service or translator | | | | magazine.Coors had it's slogan, "Turn it loose," |
| is a key business decision that should not be | | | | translated into Spanish, where it became "Suffer |
| taken lightly.The need for reputable translation | | | | from diarrhoea."....or when you take the D.I.Y. |
| agencies and translators to take out professional | | | | approach to translation:In a Belgrade hotel |
| indemnity insurance is in itself an indication that | | | | elevator: To move the cabin, push the button for |
| things can and do go wrong, sometimes with | | | | wishing floor. If the cabin should enter more |
| heavy financial consequences.Financial losses may | | | | persons, each one should press a number of |
| occur through using a poor translation service or | | | | wishing floor. Driving is then going alphabetically by |
| translator in a number of ways. For example, a | | | | national order.In a Yugoslavian hotel: The flattening |
| badly translated business document, such as a | | | | of underwear with pleasure is the job of the |
| contract or proposal, can have a devastating | | | | chambermaid.In an Austrian hotel catering to |
| effect if a business decision has been based on | | | | skiers: Not to perambulate the corridors in the |
| faulty information. A brochure or advertising | | | | hours of repose in the boots of ascension.In an |
| campaign that has not taken into consideration | | | | East African newspaper: A new swimming pool is |
| local cultures can lead to a huge dent in an | | | | rapidly taking shape since the contractors have |
| advertising budget with only negative PR as the | | | | thrown in the bulk of their workers.In a |
| result. The possibilities for something to go wrong | | | | Copenhagen airline ticket office: We take your |
| are endless.A good translation service or | | | | bags and send them in all directions.At a Budapest |
| translator will be able to provide you with a solid | | | | zoo: Please do not feed the animals. If you have |
| background in translation, a good network of | | | | any suitable food, give it to the guard on |
| translators to provide proof-reading in addition to | | | | duty.Although comical, the above examples |
| the straight forward translation and an | | | | perfectly demonstrate how easy it is for your |
| understanding of the cultural impact of language | | | | translation to cause you problems. It is crucial one |
| and translation.'Cultural Assessment' or 'Linguistic | | | | understands fully what their needs and |
| Screening' is a process whereby the translation | | | | requirements are when it comes to translating a |
| service will examine your text, brochure or | | | | piece of work.Ask yourself the following before |
| advertisement and ensure that none of the | | | | commissioning any translation service with a piece |
| words, images, photos or even brand name | | | | of work:1)What is the nature of the document or |
| translate badly into the target audience.The | | | | text? Why does it need to be translated? Who |
| following translations are all examples of what | | | | will use it or read it?2)Does it really need |
| happens when a good translation service is not | | | | translating? Can it be summarised for gist |
| used....Clairol did not test market in Germany the | | | | instead?3)Can diagrams, pictures or maps be used |
| name of its "Mist-Stick"-- a mist-producing hair | | | | to replace text which may be too descriptive or |
| curling iron. Mist translates in German as | | | | complex?4)Will it be used abroad or by people |
| "excrement" and a "manure-stick" did not draw | | | | from differing cultures? Even if a piece of work is |
| much interest.A new facial cream with the name | | | | going to be used by American, Australian and |
| "Joni" was proposed to be marketed in India. | | | | British personnel ensure that a Cultural Applicability |
| They changed the name since the word | | | | test is performed.These basic measures can help |
| translated in Hindi meant "female genitals."In Italy, | | | | avoid translation blunders and ensure your |
| a campaign for Schweppes Tonic Water | | | | translation service provider understands fully the |
| translated the name into "Schweppes Toilet | | | | nature of the piece of work.Neil Payne is MD of |
| Water."Scandanavian Vacuum manufacturer | | | | Kwintessential, a cross cultural communications |
| Electrolux translated the following in an American | | | | consultancy. |