Marketing Translation Blunders: Fact or Fiction? Does it Matter?

Adam Wooten, a translation expert, wrote an article recently about many debunked marketing myths based on poor translations. For example, the "Nova" car name error that supposedly resulted in poor sales in Latin America never actually took place.  Even urban legends can serve as cautionary tales of what businesses must look out for when expanding into new markets to avoid becoming the brunt of jokes. Just because these particular gaffes didn't happen doesn't mean they couldn't have.  Many of the real life blunders that take place are blamed on the translators, but they're not the only ones responsible. What should companies do to ensure that their translated marketing materials accomplish their purposes? A few tips include: - Simplify the original document, eliminating slang and idioms that could be misinterpreted or hard to match in the target language. Remember, different countries use different slang, so you're better off going with universally-understood language.  - Proofread! Errors may make potential customers doubt your professionalism as a business. An expert (if not several) should review the document to be sure it won't be misunderstood. Revisers should have native-level understanding of the language and culture. A good translation company will review its own translations before sending them to you. See September 16's blog for more on TBD's approach to translation quality control. Any time and resources you spend on double-checking  before publishing or posting will be totally worth it.  - Think Teamwork: The translation team is part of your team. Be open with them about what you expect, and ready to answer their questions. Communication during translation ensures good communication in your marketing publications.  Learning from others' marketing debacles (real or imagined) can help you achieve the marketing success you seek.