Localization plays an important role in conveying the right message to your target audience. When translating content from a source language into a target one, you need to consider cultural aspects as well: names, idioms, expressions, references, colours, and images can be unsuccessful, misunderstood, or, worse, offensive to your target market. A bad localization can have negative consequences.
What are the risks related to bad translation?
Reputation at stake: Consumers can lose their trust in your brand and your reputation can be negatively affected.
Legal actions: A bad translation can also have legal consequences. End clients or consumers can file a lawsuit because they feel offended or because they have experienced economic loss.
Missed opportunities: Your marketing strategies and efforts can be destroyed overnight. This involves missed sales and partnerships.
Costs for fixing: You’ll end up spending more money to fix issues and use a correct translation.
A few examples of bad localization
Here there is a list of some translation blunders:
1) IKEA
The Swedish company launched a workbench called Fartfull. Not a pleasant smell for English-speaking people, isn’t it?
2) The Automotive industry
This sector offers a few creative and explanatory cases. Mazda launched its minivan Laputa (meaning “prostitute”) and then changed the name after some (quite obvious) complaints.
Another similar situation happened when Honda previously called their Honda Jazz “Fitta”, which is a vulgar Swedish term for woman’s genitals.
3) Pepsodent
The oral care brand advertised its toothpaste in a specific area of Southeast Asia, where people aim to blacken their teeth by chewing betel nuts. What was the outcome? The campaign failed because the ad said the opposite, “Whitens your teeth”.
4) Coca-Cola
The first attempt to bring the famous drink to China didn’t go according to plan. The company used a phonetic translation of their brand (ko-kä-kö-la) that unfortunately means “bite a wax tadpole”. The premises weren’t so good.
5) Nokia
The telecommunications company sold their mobile phone called Lumia in Spain but didn’t think about changing the name (Lumia in Spanish means “prostitute”).
Avoid these kinds of mistakes and rely on a professional translator. Send me a message and tell me about your project.