TRANSLATION BLUNDERS

Take a look at 7 of the worst “lost in translation” cases in history

Image: Afif Ramdhasuma

Amateurish translations can be a recipe for disaster, especially when international politics or your business future are at stake! Traduttore, traditore! is an old Italian saying that roughly means "translators are traitors." However this saying has nothing to do with wartime propaganda or chauvinistic sentiments, and it’s instead a rather lighthearted take on the inherent difficulty of a translator’s line of work.

You might wonder, how bad can you make things with a bad translation? Well, there’s no need to wonder, the profession is full of hysterical stories about the craziest translation blunders that almost managed to ruin whole thriving businesses and reputations.

Image: Tim Mossholder

Around the 1960s, Pepsi decided to expand its business to China only to find a literal linguistic barrier that almost ruined the whole venture. At the time, Pepsi’s slogan in English-speaking countries was "Come Alive With the Pepsi Generation." However, when directly translated into Chinese, the slogan read something like "Pepsi brings your ancestors back from the dead," turning the favorite cola of millions into a powerful dark magic concoction that—as one could expect—wasn’t very well received by the Chinese population, who just happen to hold their deceased ancestors in great esteem.

Image: Enq 1998

When Napoleon’s brother was crowned king of Holland in 1806, he was eager to please the local populace and quickly decided to change his name to something more fitting, from Ludovic to Lodewijk. However, he was such a bad speaker of Dutch that, during the coronation ceremony, he ended up declaring himself the "Rabbit of 'Olland," instead of "King of Holland."

Image: Aaron Burden

This one is absolutely hilarious, and just like the Pepsi gaffe, it shows the dangers of localizing new products when you aren’t fully aware of the language. When Parker Pens decided to expand its business into Mexico, it mistranslated the company’s current slogan "It won’t leak in your pocket and embarrass you"— surprising by itself, since you would expect that to be the bare minimum in order to have a working pen— into "It won’t leak in your pocket and make you pregnant," due to a confusion with the similarity between the false cognates "embarazar" (get pregnant) in Spanish and "embarrass" in English.

Image: Tuntematon, Valkoisen talon valokuvaajat (01/20/1977 - 01/20/1981), Public domain, via Wikimedia Commons

In 1977, during a trip to Poland, U.S. President Jimmy Carter took an involuntary part in a series of incredibly funny translation fails. His amateur interpreter was terribly bad at speaking Polish—and even understanding English apparently—because when the president mentioned that he had left the U.S. that morning, the interpreter said to the Polish audience that "he had left his country, never to return." To make matters even worse, Carter’s enthusiastic appeal to the Polish people was mistranslated again and the interpreter said that the president wanted to "get to know the Poles carnally."

Image: Jen Theodore

When beer brand Coors tried to get into the Spanish market, it failed to hire a decent translator, since the company’s tagline "Turn It Loose" was translated into something akin to "Suffer From Diarrhea," something you definitely don’t want to see in a beer can from overseas.

Image: Thomas Kelley

When General Electric released a new partnership brand in France under the acronym GPT, no one realized that, in French, this acronym can be read as "J’ai pété," or "I farted." You can imagine that if they just hired a French teenager, they would have discovered their mistake soon enough, saving themselves a lot of time and money.

Image: Miika Laaksonen

A Swedish non-prescription drug used to alleviate stomach pains called Samarin wanted to market its product to Arabic countries with a text-free three-panel comic strip that showed a man with a hurting stomach in its first picture, the same man drinking Samarin in the second, and a happy and healthy man in the last one. But they forgot to take into account that in the Arab world people read both books and comic strips from the right to the left! So, not even avoiding text whatsoever saved them from screwing up their new business expansion.

Words filled with meaning

The meaning behind 11 popular acronyms and initialisms

Compared to other languages, English employs a relatively high number of acronyms and initialisms. According to linguists, this happens because English words tend to be short, and the word order is quite strict. While initialisms are easy to distinguish because they are not pronounced as a word, we don’t always recognize acronyms, especially when they refer to everyday things. Here are 11 popular acronyms and initialisms and their meaning.

When the scuba was invented in 1952 by Christian J. Lambertsen, it had a different name that, coincidentally, was also an acronym. Lambertsen had named his invention LARU, or ‘Lambertsen Amphibious Respiratory Unit’, but he changed it when it was time to apply for a patent. The name in the patent application was SCUBA, after ‘Self-Contained Underwater Breathing Apparatus’. Nowadays, scuba is a word of its own and has developed into words like scuba-diving.

In 1955, scientists who had developed a microwave radiation technology patented it as MASER or ‘Microwave Amplification by Stimulated Emission of Radiation’. A few years later, American physicist Gordon Gould developed a similar technology, this time using light instead of microwaves. Following the pattern of MASER, he registered it as LASER or ‘Light Amplification by Stimulated Emission of Radiation’. While the scientific community initially referred to this technology as the "optical maser", Gould’s acronym quickly became the preferred term.

If you’ve ever used the phrase "ATM machine", you need to know that you’re saying ‘machine’ twice. But don’t worry, this is a common error stemming from the fact that many people don’t know that ATM stands for ‘Automated Teller Machine’, a name that creates a parallelism between ATMs and bank tellers. Although the ATM was installed in 1967 in a London bank, no one really knows who was the first to call it ‘ATM’ instead of ‘cash-dispensing machine’.

The use of radio waves as a detection mechanism dates back to the late 19th century, but it was not properly developed until the 1920s, when the U.S. Navy started creating the first modern radars. By the Second World War, most military powers were using radio wave detection, but the technology did not have a name. In 1940, Lieutenant-Commanders Samuel M. Tucker and F. R. Furth of the U.S. Navy decided to come up with a code name and, after trying several phrases, landed on ‘Radio Detection And Ranging’, or RADAR.

If you are not familiar with the term CAPTCHA, you might recognize it as the test used by websites to make sure that you are human and not a robot. While clicking a box or selecting a picture is simple for a human, it’s extremely hard for a machine. What does the term CAPTCHA stand for? ‘Completely Automated Public Turing test to tell Computers and Humans Apart’. The name contains a reference to the Turing test —a method used to check if machines can behave like humans— and the acronym also functions as a portmanteau of ‘capture’ and ‘gotcha’.

If you follow international politics, you might have heard about NATO, a military alliance between several countries, the U.S. included. But have you ever wondered what NATO stands for? This alliance was established with the signing of the 1949 North Atlantic Treaty by several European and North American nations, and its name stands for ‘North Atlantic Treaty Organization’.

The discussions around GIF tend to focus on whether it’s pronounced "gif" or "jif", and one would think that the meaning of the acronym would shed some light on the matter, but it doesn’t. GIF stands for ‘Graphics Interchange Format’, a reference to its development to transfer compressed images across computers. While the ‘g’ in ‘graphic’ would suggest that the correct pronunciation is "gif", creator Steve Wilhite has stated that the acronym was modelled after the peanut butter brand Jif, and should be pronounced in the same way.

The BBC is one of the most famous broadcasters in the world, and its name is so iconic that it has evolved from an initialism to the official name for the company. Established in 1923 as the British Broadcasting Company, initialized as BBC, it became officially known as the BBC when the company transitioned from private to public. The BBC has become so connected with standard British culture that "BBC English" has been historically promoted as the standard speech for newscasters and network announcers.

Nowadays, we use the term CEO in corporate settings, but did you know that its origins are military and political? The first records of CEO as ‘Chief Executive Officer’ date back to legal and government texts from the 1780s, and the term is used in reference to leaders and state governors. However, the term would not become popular until the 1970s, when it was adopted by the corporate world for the highest-ranking person in a company.

When acronyms for an invention include a name, it’s often the name of its inventor. But sometimes, as it happened with the TASER, they include a name that has nothing to do with the person behind the invention. The TASER was developed by Jack Cover, but its acronym stands for ‘Tom A. Swift's Electric Rifle’. Who is Tom Swift? The protagonist of the 1911 science fiction novel_._ Cover added the ‘A’ initial to the name to make the acronym easier to pronounce.

When the U.S. Postal Service created its postal code system, also known as a ZIP code, they used an acronym for the name, but the meaning of the acronym was not really important. ZIP stands for ‘Zone Improvement Plan’, but this phrase doesn’t make complete sense. This is because the USPS was more interested in using the name ZIP to convey the idea that using postal codes would make deliveries faster and more efficient than what these letters stood for.