Bloopers, Branding and Mis-Translations

Blooper #7

If you are new to Auerbach International, you will receive our quick-read, informative and humorous e-newsletters on language or global marketing topics once or twice a month. We usually present topics in depth – such as our recent series on Language Myths and Realities as well as Business Opportunities in Africa, an often overlooked… Continue reading

Blooper #8

Whether you have been with Auerbach International for many years or are recently joining us, we are pleased to present another of our Biweekly Bloopers. As you can tell, the slight misuse of a word – even by people who profess to know English well – can have a very unintended meaning. This is another… Continue reading

Fun with English

You probably know the computer expression, "Garbage In, Garbage Out". In other words, if your input is terrible, your output will be too. The same is true with language and translations: If your original sentences are unclear, the translations will be worse. Fortunately, these marvelous statements below were not submitted to us for conversion into… Continue reading

Bloopers #6 – Ode to English

As a gift to our clients past, present and future, we are pleased to present an Ode to English. If you’ve learned another language, you know how difficult that can be. But English seems exceptionally crazy, as an anonymous author expresses below: - - - - - - An eggplant has no egg and a… Continue reading

Bloopers #4

Whether in websites, mobile apps or ads, even if you are targeting another English-speaking country, national usage can differ from yours. In Britain and South Africa, the above ad makes perfect sense. But in the US, the wording has a slightly different meaning. Be sure to ask your translation service to verify your message for… Continue reading

Branding and Naming: Critical Mistakes

Avoid Naming "Moo"stakes Your Brand is Worth the Small Investment Expanding firms at some point launch a product, service or their own company name in another country. And that process can cause huge gaffes if those names or logos are not screened properly in key target cultures. What sounds or looks fine in one country… Continue reading

Bloopers #1

NEW! Auerbach International is pleased to introduce a new series, Bi-weekly Bloopers, to brighten up your day. These are humorous mistranslations into English done by amateurs or software instead of professional linguists. Miscommunication can make your entire global venture fail. Your whole investment and reputation are at stake. Why would you risk it? Post Bloopers… Continue reading

Need a Laugh?: Acculturations and Mistranslations

Need a Laugh? Acculturations and Mistranslations A Paris boutique sign announced, “Dresses for Street Walking.” This small example of a translation into English illustrates three points: The importance of professional human editing (QA review) by qualified and trained linguists to ensure accuracy. Reliance on amateurs, non-professionals, or machine translation (software) can render unprofessional and comical… Continue reading