![]() These mistranslations will have caused countless hours of reworking the website by the Amazon team, which need not have happened had they had local linguists work alongside them. Many seem to think they were adapted from English to Swedish using only machine translation considering the many mistakes made. Today it's one month since Amazon launched in Sweden, and it seems like their "AI-powered" translation tool still is drunk. However it was not the loose they intended as when it was directly translated to Spanish, it became ‘ diarrhoea’. Once upon a time, Coors advertising team came up with the phrase ‘ Turn it Loose’ to appeal to people to have a good time and drink their beverage. There have been countless examples of companies not doing this, which should convince anyone how important it is to make sure that every adaptation is up to the highest standard it can be. That involves working with local linguists with relevant sector-specific expertise to make sure that every single word or implied notion is understood as intended, does not offend, or look ill-informed. When a company creates an advertising campaign, it must work in all countries it will be broadcasted to so it’s correctly understood and has the intended impact. ![]() ![]() How can companies avoid falling into the trap of creating an advert or campaign that doesn’t translate well or is culturally insensitive? How to avoid a faux pas when rolling out a global campaign ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |