{"id":13329,"date":"2023-08-24T17:15:16","date_gmt":"2023-08-24T22:15:16","guid":{"rendered":"https:\/\/auerbach-intl.com\/?p=13329"},"modified":"2023-08-24T17:15:16","modified_gmt":"2023-08-24T22:15:16","slug":"global-tips-and-airport-bloopers","status":"publish","type":"post","link":"https:\/\/auerbach-intl.com\/staging\/global-tips-and-airport-bloopers\/","title":{"rendered":"Global Tips and Airport Bloopers"},"content":{"rendered":"

\"auerbach<\/p>\n

As was presented last month, our August newsletter explores some new concepts to help your global expansion.<\/p>\n

International Marketing<\/h4>\n

According to our recent Global Gurus podcast with Ricardo Franco<\/a>, in Mexico, marketing should be oriented to the well-being of the family, not just the individual. An example is large employers that provide grocery store discount coupons or transportation vouchers, all to maintain employee loyalty.<\/p>\n

While Americans pay fixed prices and don\u2019t haggle much (except for cars), Indians, Iranians, Chinese and Arabs come from bargaining cultures. They compare deals, salaries and school grades. It\u2019s important for them to take back a \u201cwin\u201d to their families which then can spread to other members of their communities.<\/p>\n

AI vs. Acculturation<\/h4>\n

One reason that AI translations alone are insufficient is because words have different connotations in other languages. Without acculturation that only professional translators provide, your venture could fail. For example:<\/p>\n

Individualism is prized in the West but disparaged in Asia where the group, or the collective, is far more important.<\/p>\n

\u201cWilderness\u201d in English is a wild area to be preserved for recreation and enjoyment. In Japanese, it is an area mainly for economic exploitation.<\/p>\n

The Spanish word \u201cintoxicado\u201d means \u201cdrunk\u201d but it can also mean \u201chaving food poisoning.\u201d Hispanic hospital patients have almost been killed because US doctors relied on the common AI meaning.<\/p>\n

\u201cAhorita\u201d in Mexico can mean \u201cnow\u201d but it can also mean \u201clater\u201d or \u201ctomorrow.\u201d<\/p>\n

Uncertainty is negative in US culture but it is assumed in Brazil.<\/p>\n

If you put \u201cI\u2019m going to chat up the bird over there\u201d in Google Translate, you will get a literal translation. But this UK English expression means \u201ctalking to seduce someone.\u201d Very different!<\/p>\n

If you talk about a hydro bill, US Americans assume it refers to water. But in Canada, hydro means \u201celectricity\u201d as in \u201chydro wires\u201d and \u201chydro poles.\u201d<\/p>\n

Conclusion and Bloopers<\/h4>\n

In short, AI has limits. Auerbach International<\/a> has over 30 years\u2019 experience when you need precise, culturally adapted translating; layouts; transcribing; subtitles; dubbing; websites; and interpreting (on site, remotely by Zoom, or by telephone) in over 120 language pairs. Plus, we consult on global marketing entry and strategies.<\/p>\n

Finally, as the Northern Hemisphere summer closes, we are pleased to present some English airport signs that obviously did not use Auerbach International<\/a> to translate their intent correctly:<\/p>\n