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