Failed attempts at quality translation are funny; there’s no argument about that. But if you’re marketing a product overseas, ‘funny’ might not be the first adjective you want customers to associate with your company.
Everything that’s amusing to English speakers about mis-translations is just as funny to non-English speakers in reverse. Customers form their opinions of product quality based on what they read. This, in turn, reflects on the reputation of the manufacturer as well. There is no better way to make a bad impression than to take shortcuts with translation.
Consider this gem from the instruction manual for a bicycle alarm made in China (actual text, word for word, error for error):
Features:
1. 4digital code,only user can unlock.
2. Adopt micro-computer techinique, have High-Middle-Lower sensitivity choose
3. Quiver trigged,security and sevsitivity
4. Easy to installation and DIY
Yes, it’s funny. But more than that, it’s also an indication of the product quality, whether that’s fair or not. There is no reason in principle that a product with butchered English instructions can’t be first-rate. But we assume, rightly or wrongly, that the text says something about the product and its manufacturer. In fact it does say something: It says the manufacturer didn’t take the issue of translation seriously enough to get it right, and that’s not the impression any business wants to create.
While we’re having fun, here’s another pearl printed on the external packaging of a Korean facial cosmetic:
After wash your face, arrange your skin cleanly.
You might be laughing, but imagine if you were the Director of Global Sales for Lioele Essential Honey Mask Sheet wondering to yourself why the product wasn’t taking off in America.
Your product deserves a quality translation and you deserve to put yourself in front of international markets on the best terms possible. When it comes to achieving your goal, language matters. Investing in professional translation services isn’t a luxury; it’s absolutely essential for creating the right impression and making the right impact on your target market.
The best translations do not contain word-for-word substitutions from one language to another. Quality translation requires understanding the nuances and subtleties of both English and the target language. For your specific product, it can also entail knowing the technical terminology of your field.
A professional translator can make your packaging, instructions, and other materials read naturally to your target audience and help you reach the right market with the right impression.
