The document discusses the importance of proper translation for marketing to Spanish-speaking audiences. As the Latin American population and their spending power grows in the US, good English to Spanish translations are needed. However, many companies have failed at translation, resulting in hilarious but also potentially offensive mistakes. These mistakes can harm a company's strategy by turning people off or making them laugh instead of taking the company seriously. The document provides examples of common translation errors like false cognates, failed figures of speech, and improper cultural translations. It recommends hiring professional translation help instead of relying on machine or online translators to avoid these errors.

1. When Translation Goes Wrong:
HowtoAvoidOffending
YourClientele
(Or Making Them
Laugh at You)

2. • The US Latin@ population – and its buying power – is
growing.
– According to Neilsen:
• 52 million in 2012
• Buying power of $1 trillion – projected to be up to
$1.5 trillion in 2015
– Don’t forget internet use around the world is also
becoming more and more widespread.
– This posits a need for good English to Spanish translations
in marketing.

3. When Translation Goes Wrong:
How to Avoid Offending Your Clientele
• So what’s the deal with
translation?
– Many companies over the
years have failed miserably
to translate their product
descriptions or marketing
campaigns into Spanish.
– These translations are often
hilarious.
– Unfortunately they may also
offend your target audience
or keep them from taking you
seriously, which will
inevitably harm your strategy.

4. When Translation Goes Wrong:
How to Avoid Offending Your Clientele
• False Cognates, False Friends
– Cognates: words in different
languages that sound similar or
the same and also have the same
meaning
– Some examples in Spanish:
• Obstruction and obstrucción
• Garage and garaje
– False cognates: words in
different languages that sound
similar or the same and have
different meanings
• Carpet and carpeta (a file
folder)

5. When Translation Goes Wrong:
How to Avoid Offending Your Clientele
• Failed Figures of Speech
– What many novice translators fail
to realize is that literal
translations don’t always cut it.
– This is especially true for figures of
speech.
• Example: “pulling your leg”
(teasing or joking around with
you)
• Spanish counterpart: “tomando
el pelo” – this means pulling
your hair
– Figures of speech also include
regional idioms and turns of phrase.

6. • Braniff International Airways wanted
to project an image of comfort in
travel
– Their tagline was “Fly in Leather”
• The Spanish translation is “Vuela en
cuero” – which literally is a correct
translation
– Unfortunately, figuratively very
close to “Vuela en Cueros”
– Translated literally into English, the
tagline becomes “Fly in the nude.”
• Braniff International Airways ceased
operations in 1982 – not solely because
of an error like this, but it certainly
didn’t help when the company was
going under
Case Study:
Braniff International Airways

7. What to Do Instead:
• Translation is a delicate and human
process of literary border crossing.
• Well-done translations show your target
audience that you care about them.
– If they are offended – or if they’re
laughing at you – then you’ve lost
them.
• Avoid simple mistranslation errors:
– Don’t use an online or machine
translator like Google Translate or
even WordReference.
– Hire help – a native or fluent
Spanish speaker or a professional
agency.
– Don’t forget: expertise is not just
about language, but also about
culture.
– Did your company mess up?
Apologize and move on – and don’t
forget to fix your error.

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