Lost in translation

Some of the biggest blunders in advertising have occurred when American advertisers push their campaigns to international markets without first ensuring that the message will translate correctly. It's not just small agencies making the mistakes, either. If you ever find yourself working on an international campaign, take the time to find out how your message translates in all applicable languages. You'll be glad you did when you read about the following blunders.

When Pepsi decide to take it's new "choice of a generation" campaign to Taiwan, they failed to realize that "Come Alive with the Pepsi Generation" means something far different in Chinese, where the slogan translates as "Pepsi will bring your ancestors back from the grave."

Here are some more examples of advertising slogans that were famously lost in translation:

Campaign: Parker Pen
Message: "It won't leak in your pocket and embarrass you."
Spanish translation: "It won't leak in your pocket and make you pregnant."

Campaign: Frank Perdue
Message: "It takes a tough man to make a tender chicken."
Spanish translation: "It takes a hard man to make a chicken aroused."

Campaign: Coors
Message: "Turn it loose."
Spanish translation: "Suffer from diarrhea."

Campaign: Braniff
Message: "Fly in leather."
Spanish translation: "Fly naked."

Campaign: Kentucky Fried Chicken
Message: "Finger-lickin' good."
Chinese translation: "Eat your fingers off."