When Subtitling Goes Wrong

Subtitling is another area of the translation profession that is very publicly humiliated when done badly. I know that subtitles are sometimes machine translated, but, really? Can't someone proofread them? On the other hand, there is a lot of enjoyment to be gleaned from fabulous screen shots with poorly translated captions, so read them and (try not to) weep.

I don't know if I could have phrased it any more descriptively...

In the form of APARTMENTS?! No! What an entrepreneurial bastard!

Hmmm...wonder why the translator didn't just translate that word, then?

No comment...

Tatwos

Even Tattoo Clients Need Translators...

...And Proofreaders

Touch Woody

I have heard this story in countless language classes and professional lectures, and I am sure you have, too: Chevrolet made a major marketing and translation misstep when they released the Nova in Latin America because of the irony of naming a vehicle "no va" or "doesn't run/go." The veracity of this popular and humorous story has been often called in to question, and Gerald Erichsen's argument on About.com that it is just a tall tale is very convincing. Aside from the nitty gritty of fact verification, though, the point behind the story is painfully important. So, I like to think of the Nova story as more of a fable for language translators, except instead of a tortoise and a hare and the moral of "slow and steady wins the race," we have a car and a corporation and the moral "you can't freaking be careful enough with language that is translated or used in different cultural and linguistic settings!" On that note, for your reading pleasure, please enjoy the collection of translation fables that follow and message me if you have one to add!

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•  You know about IKEA'S popular and inexpensive furniture with very Swedish names that are often a challenge for English speakers, right? How do you feel about buying the FARTFULL work bench (it even has space under the seat!)
• (Copied from http://www.cbsnews.com/stories/2000/10/06/60minutes/main239219.shtml) 60 Minutes' Mike Wallace, known for his tough interviewing style, drew a sharp rebut from Boris Yeltsin - thanks to a translator's error. The confusion arose when Wallace asked Yeltsin if he had a "thin skin" when it came to public criticism, but the translation had Wallace describing Yeltsin as a "thick-skinned hippopotamus." Yeltsin was not amused."An experienced journalist like yourself," Yeltsin said, "should express himself in a more civilized fashion. But this may be the translator's fault, and if so, he is the hippopotamus!" (Note from Alayne: Actually, it sounds like this was an interpreter's mistake, not a translator's mistake.)
•  A Swedish company named Locum sent out some cards a number of years back. To be cute, they replaced the "o" in their name with a heart.Think about it.Yeah, oooops!
• Are you in the market for a body bag? Hopefully not in the USA. But if you were in Germany you might look for one since that is what some Germans refer to a one-strapped backpack as!
• Also in Germany, the word "mist" means manure. How do you think the products "Mist Stick" (a hair product) and "Irish Mist" (a beverage) went over in that market?!
• I saved the best for last. Have you heard the one about Panasonic's touchscreen product launches? They secured the star Woody Woodpecker for their campaign and their slogan was: "Touch Woody - The Internet Pecker." WOW!