Did I mean this????

Examples of Translations Gone Wild

$ Coors put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhea."

$ Clairol introduced the "Mist Stick," a curling iron, into German only to find out that "mist" is slang for

manure. Not too many people had use for the "manure stick".

$ When Gerber started selling baby food in Africa, they used the same packaging as in the US, with

the beautiful baby on the label. Later they learned that in Africa, companies routinely put pictures on

the label of what's inside, since most people can't read English.

$ The name Coca-Cola in China was first rendered as Ke-kou-ke-la. Unfortunately, the Coke

company did not discover until after thousands of signs had been printed that the phrase means "bite

the wax tadpole" or "female horse stuffed with wax" depending on the dialect. Coke then

researched 40,000 Chinese characters and found a close phonetic equivalent, "ko-kou-ko-le,"

which can be loosely translated as "Happiness in the mouth."

$ In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi Generation" came out as

"Pepsi will bring your ancestors back from the dead."

$ Also in Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your

fingers off."

$ The American slogan for Salem cigarettes, "Salem - Feeling Free," got translated in the Japanese

market into "When smoking Salem, you feel so refreshed that your mind seems to be free and

empty."

$ Scandinavian vacuum manufacturer Electrolux used the following in an American ad campaign:

"Nothing sucks like an Electrolux."

$ When General Motors introduced the Chevy Nova in South America, it was apparently unaware

that "no va" means "it won't go." After the company figured out why it wasn't selling any cars, it

renamed the car in its Spanish markets to the Caribe.

$ Ford had a similar problem in Brazil when the Pinto flopped. The company found out that Punto

was Brazilian slang for "tiny male genitals." Ford pried all the nameplates off and substituted Corcel,

which means horse.

$ When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak

in your pocket and embarrass you." However, the company's mistakenly thought the Spanish word

"embarazar" meant embarrass. Instead the ads said that "It won't leak in your pocket and make you

pregnant."

$ An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the

Pope's visit. Instead of the desired "I Saw the Pope" in Spanish, the shirts proclaimed "I Saw the

Potato."

$ Chicken-man Frank Perdue's slogan, "It takes a tough man to make a tender chicken," got terribly

mangled in another Spanish translation. A photo of Perdue with one of his birds appeared on

billboards all over Mexico with a caption that explained "It takes a hard man to make a chicken

aroused."

$ Hunt-Wesson introduced its Big John products in French Canada as Gros Jos before finding out

that the phrase, in slang, means "big breasts." In this case, however, the name problem did not have

a noticeable effect on sales.

$ Colgate introduced a toothpaste in France called Cue, the name of a notorious porno mag.

$ In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water.

$ Japan's second-largest tourist agency was mystified when it entered English-speaking markets and

began receiving requests for unusual sex tours. Upon finding out why, the owners of Kinki Nippon

Tourist Company changed its name.

From the Minnesota Department of Health Translation Protocol at: http://www.health.state.mn.us/communityeng/multicultural/translation.pdf