Three Reasons To Mind Your Language
How not to make a fool of yourself
Do you do business abroad, or maybe you don’t yet but would like to ? Whichever is the case, let me give you one piece of valuable advice. If you don’t know the language, use a professional translator or interpreter.
They are not hard to find, indeed there are dozens of them on the internet and it really is worth the search. Oh and no, I don’t do translations if that is what you are thinking.
Working for many years over in Europe I have seen many companies trying to do business in English, communicating with whatever English they can garner from their high school son or daughter who didn’t really get a great grade in English anyway, or by using some online translator. Let me tell you, it is a false economy and could do you more damage than good.
I have even seen big, fast food chains committing the most horrendous howlers by not employing a knowledgable translator who knows the nuances of the English language. Two of my all time favourites are these two. Driving round the bypass of a European city where I sometimes live, I saw the biggest poster you can get for the launch of a new fast food outlet food item. Visually it seemed ok, until you read it out loud. “ Out now, our new McWrap.”
Or how about back in the UK where the an ad agency responsible for a full colour, double page spread in a Sunday newspaper supplement magazine made a risible faux pas. A beautiful photograph of St Peter’s Square accompanied by the headline “ This is Russia, and you’re welcome to it.” In both examples I am sure the message being conveyed was not what was intended.
In the case of the fast food outlet I happen to be a daily customer (nice coffee) and it pains me to see a third party get it wrong for them. And a visit St Peter’s square remains on my bucket list despite them striking the wrong tone. Online translators are ok up to a point, but not really for important things like mega big, expensive advertising posters that everyone will see.
Creme caramel in Spanish is ‘tocino de cielo.’ Translate ‘tocino de cielo’ back to English and what you get is “ bacon of sky.“ It could be worse. Harmless enough I suppose.
The manufacturers of the Pajero car got it completely wrong with that name in Spain and other Spanish speaking countries. I won’t say here what the word means, its just not nice. I certainly would not want it emblazoned across the boot of my car I can tell you.
It’s one thing to make a mistake in a private conversation with friends, it’s quite something different to get it wrong in front of the whole world and your target audience. I would not want to convey that what I sell is of poor quality or not very desirable, or even worse highly insulting.
Do not spoil the ship for a hap’worth of tar. Get a professional in and you’ll be right as rain.
