{"id":17769,"date":"2022-09-13T10:00:00","date_gmt":"2022-09-13T10:00:00","guid":{"rendered":"https:\/\/phraseapp.com\/blog\/?p=767"},"modified":"2024-02-29T16:59:54","modified_gmt":"2024-02-29T15:59:54","slug":"5-examples-localization-gone-tragically-awry","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/","title":{"rendered":"When a Global Journey Goes South: 10 Examples of Bad Translation"},"content":{"rendered":"<p><a href=\"https:\/\/phrase.com\/blog\/posts\/global-expansion\/\">Global expansion<\/a> is topping business agendas from Los Angeles and London to Mumbai and Tokyo. After all, a larger market share means more customers and higher revenue. Still, many companies on track for global growth come short of taking into account the local needs, preferences, or expectations of their international audiences.<br \/>\nThe result is often bad translation which can be costly and cause significant damage to a company\u2019s reputation. In this overview, we\u2019ll explore 10 real-life examples of bad translation, draw conclusions from each, and offer recommendations on how to avoid making the same mistakes. To begin, let\u2019s define what makes a translation bad.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#what-is-a-bad-translation\" title=\"What is a bad translation?\">What is a bad translation?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#what-impact-can-a-bad-translation-have\" title=\"What impact can a bad translation have?\">What impact can a bad translation have?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#10-real-life-examples-of-bad-translation\" title=\"10 real-life examples of bad translation\">10 real-life examples of bad translation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#to-cement-or-not-to-cement-a-translation-error-leads-to-botched-knee-surgeries\" title=\"To cement or not to cement: A translation error leads to botched knee surgeries\">To cement or not to cement: A translation error leads to botched knee surgeries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#hondas-fitta-not-fit-for-a-family-audience\" title=\"Honda\u2019s Fitta: Not fit for a family audience\">Honda\u2019s Fitta: Not fit for a family audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#vicks-a-cough-medicine-with-a-dirty-name\" title=\"Vicks: A cough medicine with a dirty name\">Vicks: A cough medicine with a dirty name<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#oranges-%e2%80%9cthe-futures-bright%e2%80%9d-a-colorless-mistake\" title=\"Orange\u2019s \u201cThe future\u2019s bright\u201d: A colorless mistake\">Orange\u2019s \u201cThe future\u2019s bright\u201d: A colorless mistake<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#ikeas-fartfull-a-workbench-that-caused-a-stink\" title=\"IKEA\u2019s Fartfull: A workbench that caused a stink\">IKEA\u2019s Fartfull: A workbench that caused a stink<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#xboxs-german-ui-bad-machine-translation-for-good-machine-games\" title=\"XBOX\u2019s German UI: Bad machine translation for good machine games\">XBOX\u2019s German UI: Bad machine translation for good machine games<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#braves-spanish-ui-not-worth-a-bravo\" title=\"Brave\u2019s Spanish UI: Not worth a bravo\">Brave\u2019s Spanish UI: Not worth a bravo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#hsbcs-%e2%80%9cassume-nothing%e2%80%9d-too-catchy-to-be-translated\" title=\"HSBC\u2019s \u201cAssume Nothing\u201d: Too catchy to be translated\">HSBC\u2019s \u201cAssume Nothing\u201d: Too catchy to be translated<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#mercedes-benz-dont-rush-with-your-brand-name-translation\" title=\"Mercedes Benz: Don\u2019t rush with your brand name translation\">Mercedes Benz: Don\u2019t rush with your brand name translation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#amazons-swedish-launch-making-history-with-mistranslations\" title=\"Amazon\u2019s Swedish launch: Making history with mistranslations\">Amazon\u2019s Swedish launch: Making history with mistranslations<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/phrase.com\/blog\/posts\/5-examples-localization-gone-tragically-awry\/#making-translation-great-again-the-importance-of-cultural-awareness\" title=\"Making translation great again: The importance of cultural awareness\">Making translation great again: The importance of cultural awareness<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-is-a-bad-translation\"><\/span>What is a bad translation?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a class=\"in-cell-link\" href=\"https:\/\/phrase.com\/blog\/posts\/translation\/\" target=\"_blank\" rel=\"noopener\">Translation<\/a> isn\u2019t a strict science, but there are certain criteria that can help determine whether a translation is good or bad.<\/p>\n<p>Generally, a translation can be considered bad if it:<\/p>\n<ul>\n<li>Fails to convey the meaning of the original text accurately<\/li>\n<li>Contains errors in grammar, spelling, or punctuation in the target language<\/li>\n<li>Uses inappropriate or outdated terminology<\/li>\n<li>Sounds unnatural or awkward in the target language<\/li>\n<li>Changes the tone or style of the original<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"what-impact-can-a-bad-translation-have\"><\/span>What impact can a bad translation have?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Bad translations can have many negative consequences, including:<\/p>\n<ul>\n<li><strong>Confusion, or even cause offense, among customers:<\/strong> If a term or a brand name has negative connotations in the target language, customers may be put off. In some cases, they may even associate the company with the unintentional negative meaning of the bad translation.<\/li>\n<li><strong>Lost sales or opportunities:<\/strong> People will often extrapolate a company\u2019s negligence in translating its materials into a lack of care or professionalism in other areas. As a result, they may take their business elsewhere.<\/li>\n<li><strong>Delays in product launches:<\/strong> Fixing a bad translation can take time, especially if the mistake is related to terminology or branding. This can cause delays in product launches and other important deadlines.<\/li>\n<li><strong>Costs for fixing and reproducing:<\/strong> A bad translation won\u2019t fix itself, and in some cases, it may need complete reworking. This can add significant costs to a company\u2019s budget. Add to this the cost of reprinting or republishing materials with the corrected translation, and the financial impact can be significant.<\/li>\n<li><strong>Legal liabilities:<\/strong> In some cases, a bad translation can even lead to legal liabilities. Whether it\u2019s an offended social group filing a lawsuit or claiming damage compensation for the consequences of a bad translation, companies can end up paying a high price.<\/li>\n<\/ul>\n<p>Now that we\u2019ve seen the potential impact of bad translations, let\u2019s look at some real-life examples.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"10-real-life-examples-of-bad-translation\"><\/span>10 real-life examples of bad translation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Below, we\u2019ve compiled a broad spectrum of examples, from medical and legal to marketing translation blunders. Take them as a learning opportunity to avoid making similar mistakes in your own global expansion journey.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"to-cement-or-not-to-cement-a-translation-error-leads-to-botched-knee-surgeries\"><\/span>To cement or not to cement: A translation error leads to botched knee surgeries<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2006 and 2007, a <a href=\"https:\/\/jostrans.org\/issue21\/art_karwacka.pdf\">translation error led to a series of failed knee replacement surgeries<\/a> in Germany. The error occurred when the \u201cnon-modular cemented\u201d label on the package of a knee prosthesis was incorrectly translated as \u201cnon-cemented,\u201d leading surgeons to believe that no cement was needed for the surgery. As a result, 47 people had to undergo two painful knee replacements with months of recovery.<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Lack of subject matter expertise<\/li>\n<li>Lack of editing\/proofreading<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen translating medical and other technical texts, always use a translator with relevant subject matter expertise. In addition, consider using a second translator or proofreader to review the translation for accuracy.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"hondas-fitta-not-fit-for-a-family-audience\"><\/span>Honda\u2019s Fitta: Not fit for a family audience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2001, Honda introduced their latest car, the Fitta, to the Nordic countries. Unfortunately, they were unaware that in those countries\u2019 languages, <a href=\"https:\/\/gulfbusiness.com\/top-10-brands-lost-in-translation\/\">\u201cFitta\u201d is a vulgar word for female genitals<\/a>. The car\u2019s ad describing the car as \u201csmall on the outside, but large on the inside\u201d didn\u2019t help. The Fitta was quickly renamed to Jazz, but not before it had become a major source of embarrassment for Honda.<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Lack of market research<\/li>\n<li>Lack of cultural awareness<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen <a href=\"https:\/\/phrase.com\/blog\/posts\/key-steps-to-entering-global-markets\/\">entering a new market<\/a>, always conduct thorough <a href=\"https:\/\/phrase.com\/blog\/posts\/market-research\/\">market research<\/a> to ensure that your product names, slogans, and marketing materials are culturally appropriate.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"vicks-a-cough-medicine-with-a-dirty-name\"><\/span>Vicks: A cough medicine with a dirty name<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Vicks is a cough medicine that is popular in many countries around the world. However, when Procter &amp; Gamble introduced it to the German market, they ran into a bit of trouble\u2014the letter \u201cV\u201d is pronounced as \u201cF\u201d, making the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Vicks_VapoRub#:~:text=In%20German%2Dspeaking%20countries%20(apart,to%20the%20vulgar%20word%20fick.\">brand name sound like an equivalent of the English F-word<\/a>. One option was changing the name to \u201cWicks,\u201d but that was a homophone of yet another German slang word with sexual connotations. In the end, the brand was renamed \u201cWick\u201d for German-speaking markets.<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Lack of market research<\/li>\n<li>Lack of cultural awareness<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen translating brand names, it\u2019s crucial to either have someone on board who knows the local language well or hire someone who can do the necessary research.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"oranges-%e2%80%9cthe-futures-bright%e2%80%9d-a-colorless-mistake\"><\/span>Orange\u2019s \u201cThe future\u2019s bright\u201d: A colorless mistake<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 1994, UK telecom company Orange <a href=\"https:\/\/www.languageconnections.com\/blog\/funny-marketing-mistranslations-translation-localization\/\">launched a new campaign<\/a> with the slogan \u201cThe future\u2019s bright\u2026 the future\u2019s Orange.\u201d The campaign didn\u2019t go over well in Northern Ireland, where the color orange represents the Orange Order, a Protestant fraternal organization. This implied that the future is Protestant\u2014in a country that is mostly Catholic.<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Lack of cultural awareness<\/li>\n<li>Lack of global market research<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen coming up with a slogan that you\u2019re going to use on a global scale, ensure that it won\u2019t have negative connotations in other cultures. Sometimes, even if no translation is involved, localization is still required to ensure that your message will be well-received.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"ikeas-fartfull-a-workbench-that-caused-a-stink\"><\/span>IKEA\u2019s Fartfull: A workbench that caused a stink<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2005, IKEA <a href=\"https:\/\/www.cracked.com\/article_17686_the-8-most-ill-conceived-product-names-all-time.html#:~:text=4-,The%20IKEA%20Fartfull,-IKEA%20is%20famous\">released a workbench named \u201cFARTFULL.\u201d<\/a> With the root word F\u00e4hrt standing for \u201ctraveling in a vehicle with wheels\u201d in Swedish, the name made perfect sense. However, in English, the word is obviously a synonym for flatulence, leading to some not-so-fresh connotations. The product was eventually taken off the market, but not before people worldwide had a good laugh.<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Lack of market research<\/li>\n<li>Lack of cultural awareness<\/li>\n<li>Just for the giggles?<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen bringing your local product to the global market, always ensure that your product names will not cause embarrassment or confusion in other cultures.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"xboxs-german-ui-bad-machine-translation-for-good-machine-games\"><\/span>XBOX\u2019s German UI: Bad machine translation for good machine games<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When Microsoft released their XBOX gaming console in Germany, they made the common mistake of not carefully translating their store listings and other auxiliary materials. The result was a series of embarrassing translation errors, including one that translated \u201cSave\u201d (in the sense of storing something) as \u201cSave money\u201d. This<a href=\"https:\/\/www.resetera.com\/threads\/the-german-xbox-ui-is-a-mess-translation-wise.550900\/\"> caused quite a stir<\/a> in the German gaming community.<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Overly relying on machine translation<\/li>\n<li>No or subpar machine translation post-editing<\/li>\n<li>Disregarding the importance of translating auxiliary materials<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen using machine translation, always post-edit the translation to ensure accuracy and fluency, whether it\u2019s in-game dialogue or any other material that will be widely seen by your audience.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"braves-spanish-ui-not-worth-a-bravo\"><\/span>Brave\u2019s Spanish UI: Not worth a bravo<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Brave is an open-source web browser with multiple privacy features. However, the translation of its UI into Spanish is somewhat mixed up, with many elements appearing in both English and Spanish.<br \/>\nIn addition, many of the translated elements seem to have not been proofread. For example, \u201cCerca\u201d (\u201cclose\u201d as in \u201cnear\u201d) was used instead of \u201cCerrar\u201d as a caption for closing a tab.<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Lack of localization oversight\/management<\/li>\n<li>Lack of editing\/proofreading<\/li>\n<li>Lack of quality assurance\/testing<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen localizing your product, always ensure that there is someone in charge of overseeing the localization process. In addition, use proofreaders and testers who are familiar with the target language and culture to check for errors before release.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"hsbcs-%e2%80%9cassume-nothing%e2%80%9d-too-catchy-to-be-translated\"><\/span>HSBC\u2019s \u201cAssume Nothing\u201d: Too catchy to be translated<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2009, HSBC Holdings launched a new campaign with the tagline \u201cAssume Nothing.\u201d However, when the campaign was <a href=\"https:\/\/marketinggazette.co.uk\/2020\/07\/29\/7-translation-mistakes-that-caused-big-problems\/\">launched<\/a> in non-English speaking countries, it turned out just too fancy for usual translation.<br \/>\nThe tagline was mistakenly translated as \u201cdo nothing\u201d in a number of different markets, causing obvious problems. The bank reportedly spent 10 million dollars to come up with a less ambiguous replacement: \u201cThe world\u2019s private bank.\u201d<br \/>\nPossible causes:<\/p>\n<ul>\n<li>An overly creative tagline that doesn\u2019t translate well<\/li>\n<li>Using translation where <a href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/\">transcreation<\/a> would be more appropriate<\/li>\n<li>Lack of localization quality assurance<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen creating a global campaign, either ensure that your marketing messages are simple and easy to translate, or use transcreation to come up with messages that will work in other markets. In addition, always test your localized content before release to avoid embarrassing mistakes.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"mercedes-benz-dont-rush-with-your-brand-name-translation\"><\/span>Mercedes Benz: Don\u2019t rush with your brand name translation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Localizing your brand name to Chinese is an art in itself. Due to the large number of identically sounding characters, it\u2019s easy to make a mistake that will change the meaning of your brand name completely. This is exactly what <a href=\"https:\/\/blog.printsome.com\/marketing-fails-wrong-translations\/\">happened<\/a> to Mercedes Benz when it first entered the Chinese market in 2009.<br \/>\nThe first translation of their name was \u5954\u6b7b, which literally means \u201cto rush to die.\u201d After realizing this wasn\u2019t the best message to associate with a car, the brand changed it to \u5954\u9a70\u2014\u201cto run quickly (as if flying).\u201d<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Lack of market research<\/li>\n<li>Lack of experience working with character-based languages<\/li>\n<li>Lack of localization quality assurance<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen translating your brand name into a completely different language, especially one based on characters, it\u2019s important to spend extra time on market research and to work with experienced localization experts. In addition, always test your localized content before release to avoid embarrassing mistakes.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"amazons-swedish-launch-making-history-with-mistranslations\"><\/span>Amazon\u2019s Swedish launch: Making history with mistranslations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2020, Amazon <a href=\"https:\/\/www.theguardian.com\/technology\/2020\/oct\/29\/amazon-hits-trouble-with-sweden-launch-over-lewd-pussy-translation\">made headlines<\/a> for all the wrong reasons when it launched its Swedish website. The company was criticized for several major translation blunders, including mistaking the Argentinian flag for the Swedish flag and failing to edit its machine translations from English to Swedish.<br \/>\nThis led to product descriptions being littered with mistranslations ranging from hilarious to obscene. For example, the word \u201crooster\u201d was replaced with the Swedish word for male genitals and a frying pan was listed as a \u201cproduct for women.\u201d<br \/>\nPossible causes:<\/p>\n<ul>\n<li>Relying too much on machine translation<\/li>\n<li>Lack of human editing\/proofreading<\/li>\n<li>Lack of localization quality assurance<\/li>\n<\/ul>\n<p>How to avoid:<br \/>\nWhen launching a website or product in a new market, always ensure that your content is either translated by professional translators or post-edited by humans. In addition, test your localized content before release to avoid any embarrassing mistakes.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"making-translation-great-again-the-importance-of-cultural-awareness\"><\/span>Making translation great again: The importance of cultural awareness<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When expanding your brand into foreign markets, it\u2019s important to put in the necessary research and effort to truly understand the culture of your target audience. What are their religious beliefs? Are they individualistic or collectivistic? What are the dominant political and economic ideologies?<br \/>\nKnowing the culture and cultural symbols of a foreign target market is critical to making your brand messaging relevant and appealing. We have seen quite a few bad translations here, but there are also plenty of examples to the contrary. Examples where, by carefully embedding the target culture in the message, companies have managed to create very successful advertising campaigns.<br \/>\nMany international companies run into trouble when expanding their brand into foreign markets because they fail to do this. As a result, customers feel like they and their culture aren\u2019t respected, and the company is only after their money. This can cost companies millions of dollars when they have to start all over again.<br \/>\nThat\u2019s why thorough market research and understanding the culture of your target market before launching your brand can be the ace up your sleeve to succeed in today\u2019s global marketplace.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore how bad translation can damage a global business and how you can avoid making the same mistakes when addressing international markets.<\/p>\n","protected":false},"author":50,"featured_media":2597,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":true,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[37],"class_list":["post-17769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-business"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17769"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=17769"}],"version-history":[{"count":8,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17769\/revisions"}],"predecessor-version":[{"id":86261,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17769\/revisions\/86261"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/2597"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=17769"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=17769"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}