Advertising Slogans Lost in Translationfrom American Demographics
Here’s why it’s not about translation, but trans-adaption.
Braniff slogan: “Fly in leather.”
Spanish translation: “Fly nude.”
Purdue slogan: “It takes a tough man to make a tender chicken.”
Spanish: “It takes a horny guy to make a chicken hot.”
Pepsi’s slogan: “Pepsi Brings You Back to Life.”
Chinese: “Pepsi Brings Your Ancestors Back from the Grave.”
Chinese characters: “Bite the wax tadpole.”
(later changed to characters that mean “Happiness in the mouth.”)
Clairol: “Mist Stick” curling iron
German: Shit stick (mist is slang for manure.)
Snap! Principle of Multicultural Marketing:
It’s not about translation. It’s about trans-adaption.