Translating a document sounds easier than it is mainly because there are so many factors to consider. Most people, including those who code automated computerized translation tools, tend to think it’s a matter of replacing a source word with that of a corresponding word in the required language. Unfortunately, there is a lot more to translation than just switching the source words. There are dozens of ways to say something in one language and a dozen more in another. Plus, you need to consider colloquialisms, syntax, grammar, idioms and slang. So, if the translator is not a human being who is well versed in both languages the potential for things going wrong is enormous.
When businesses lose their meaning in translation
Almost every big business today invests millions of dollars in translation services. The goal for these companies is to ensure that the translated meaning of their slogans, websites, and marketing content remains the same across all languages. HSBC Bank which is one of the largest banks in the world spent $10 million on a rebranding campaign in 2009 to repair the damage done to their image by a mistranslated catchphrase. Their catchphrase back then was “Assume Nothing” which translated to various languages as “Do Nothing.” Apparently, HSBC didn’t want people in other countries thinking that they were lazy!
You may think the instance above is an isolated issue, but it’s not. Another instance was the Chinese translation of Pepsi’s slogan which was “Pepsi brings you back to life”which in Mandarin was translated to “Pepsi brings your ancestors back from the grave.”Had Pepsi hired a native Mandarin speaker who was well versed in English the translation would have been far less costly than the money Pepsi spent on repairing their image.
Another modern-day example is of KFC with their slogan “Finger Lickin’ Good,”which when the franchise opened their doors in China was translated to “eat your fingers off.” It is said that KFC despite having spent millions on rebuilding their image in China has still not succeeded!
Ever wonder why the Mitsubishi Pajero is called the Montero in Spain? Well because the word “Pajero” means “Jerk” in that part of the world and so Mitsubishi needed to spend time and money rebuilding their image, marketing campaign and even the emblems on their SUV’s.
The wrong translation can lead to the demise of your credibility
Businesses spend millions each year, not to mention time to build credibility in a particular market. But when it comes time to move on and grow in another market the slightest error in translation can hurt the brand’s success. Many times, the translation mistakes can be avoided by hiring the right translation service and not using an automated service like ‘Babble fish’ or ‘Google translate.’ When you hire a translation service that understands the culture as well as the language, your translations are accurate. A professional translator can also help businesses understand the cultural norms of the country they are looking to target which if anything helps companies avoid many of the mistakes highlighted above.