Localization is more than just translating content; it is a strategic approach used by international companies to adapt their products and services to different cultures and traditions, ensuring that local audiences can understand and relate to the content. You’d be surprised at how un-localized translations can cost entities dearly, both financially and morally.
$10 Million Dollars... What a Waste
Back in 2009, the multinational bank, HSBC’s tagline was “Assume Nothing”. As part of an international marketing campaign, they translated their tagline into various languages. What they didn’t realize was that “Assume Nothing” was translated into “Do Nothing” in many countries. By failing to consider that the literal translation of the tagline might not mean the same in different languages, their massive non-English-speaking consumer base understood the slogan to mean that the bank does nothing. HSBC shelled out $10 million in a massive rebranding effort to save its global image. As we know it today, HSBC has adopted the new tagline, “The World’s Local Bank”.
Every Ford Has a Corpse?
Ford also faced challenges with localization when they entered the Belgian market. Their slogan, "Every Car Has a High-Quality Body," was unfortunately translated in Dutch to mean "Every Car Has a High-Quality Corpse," distorting the original message meant to highlight the car's excellent manufacturing.
Resurrect Your Ancestors! - Pepsi
"Come Alive with the Pepsi Generation” was the famous Pepsi tagline to appeal to a vibrant, youthful group. The campaign did not only promote the soft drink, it also marketed a lifestyle. The marketing angle was that if you were seen with the drink, you automatically became part of an elite group – the ‘Pepsi Generation’. It was hugely successful everywhere, except China. The Chinese translation suggested that "Pepsi brings your ancestors back from the dead." In a culture that deeply respects ancestors, this message was not well received.
Earthquake = Balloons and Confetti?
A stark example of localization failure involved Facebook's AI in 2018. A devastating earthquake occurred in Lombok, Indonesia which was responsible for the death of more than a hundred people. The Indonesian people rallied in support of the victims by posting heartening messages on Facebook to express their sympathy and concern. They were shocked when their messages were decorated with digital balloons and confetti. What happened? Facebook’s algorithm interpreted the word ‘Selamat’ as congratulations when in this context, it means ‘to survive’ or ‘safe’ in Indonesian. In acknowledgment of the inappropriate animations, Facebook issued a statement of apology. This case shows that AI is still unable to discern the subtle nuance and context of the words during translation. It also emphasizes the importance of ensuring localizing translations using the right terms, context and nuance.
That’s Not What I Meant! - Prime Minister Suzuki Kantarō
Perhaps one of the most consequential translation errors occurred in 1945 during World War II that led to the bombing of Hiroshima in 1945. After Germany’s defeat, the Potsdam Declaration was issued to call for Japan’s unconditional surrender. This was issued by the Allies; the United States, the United Kingdom and the Republic of China. The Declaration warned Japan to surrender its armed forces or face dire and deadly repercussions. When Prime Minister Suzuki Kantarō was pressed for a response in a press conference, he replied with ‘Mokusatsu’.
This word is derived from the word ‘silence’ and can be interpreted in many ways. It is often used by Japanese politicians to mean ‘no comment’ and it is in this context that Prime Minister Kantarō gave his response. He had also intended to imply that he had not made a formal decision.
Unfortunately, in the literal English translation, it can also mean ‘treat with silent contempt’. This meaning was then widely used by international journalists and news media outlets. Infuriated and offended by the arrogant reply, the Allies retaliated by dropping the ‘Little Boy’ atomic bomb on Hiroshima. Total decimation of the city and the loss of more than 100,000 innocent lives.
Need Localization Services?
Localization transcends linguistic barriers; it involves understanding and integrating cultural sensitivities into content. Whether in banking, automotive, or during significant historical events, precise and culturally aware translations are vital.