gioved, 28 novembre, 2013, 09:53 - Generale
Below are fine examples of what happens when marketing translations fail to reach a foreign country in an understandable way.
Coors put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhea."
Clairol introduced the "Mist Stick," a curling iron, into German only to find out that "mist" is slang for manure. Not too many people had use for the "manure stick".
Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: Nothing sucks like an Electrolux.
The American slogan for Salem cigarettes, "Salem-Feeling Free", was translated into the Japanese market as "When smoking Salem, you will feel so refreshed that your mind seems to be free and empty."
When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the beautiful baby on the label. Later they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read English.
An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I saw the potato" (la papa).
In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water."
Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi brings your ancestors back from the grave," in Chinese.
When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your pocket and embarrass you." However, the company mistakenly thought the spanish word "embarazar" meant embarrass. Instead the ads said that "It wont leak in your pocket and make you pregnant."
The name Coca-Cola in China was first rendered as Ke-kou-ke-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect. Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, "ko-kou-ko-le," which can be loosely translated as "happiness in the mouth."
Also in Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off."
When General Motors introduced the Chevy Nova in South America, it was apparently unaware that "no va" means "it won't go." After the company figured out why it wasn't selling any cars, it renamed the car in its Spanish markets to the Caribe.
Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.
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mercoled, 27 novembre, 2013, 21:20 - Generale
Bloomberg Businessweek reports that Harley-Davidson, feeling the economic downturn a little bit too vividly, has decided to intensify its female-targeted marketing endeavors. Motorcycle registrations have plummeted since 2007 and the company's production has fallen to its 2001 levels. In an effort to spark sales, the company is turning to the relatively unexploited half of the market.
Motorcycle registrations have fallen 41% since 2007.
Approximately one fifth of the bikes Harley currently ships are Sportsters, the less expensive and, consequently, less profitable models.
In July, the company launched the SuperLow, a lighter model aimed at women and first-time riders, just one of many initiatives the company took to attract would-be female riders.
Ten questions were asked and nine of them were from women, and all of them were really asking the same thing: When are you going to design a bike thats more suitable for women riders?
CEO Keith Wandell recalling a riders event on his first day
MARKETING TO WOMEN
To address safety questions, 650 Harley dealerships across the United States close their stores to men a couple of evenings a week and host women-only events.
500 events in March attracted 27,000 women, 11,000 of whom had never been in a Harley dealership.
3,000 bikes were purchased from the events that month.
Today, women riders constitute roughly 12 percent of Harley sales, up from 2 percent in 1995. That still leaves a big, potential growth opportunity for the company
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marted, 26 novembre, 2013, 12:17 - Generale
Corso di marketing al femminile
1) Ti trovi ad una festa e vedi un tipo molto affascinante. Ti avvicini a lui e gli dici: "Sono un fenomeno a letto". Questo Marketing Diretto.
2) Ti trovi ad una festa con un gruppo di amici e vedete un tipo molto affascinante. Uno dei tuoi amici gli si avvicina e gli dice:"Quella donna l un fenomeno a letto". Questa Advertising (Pubblicit).
3) Ti trovi ad una festa e vedi un tipo molto affascinante. Gli chiedi il suo numero di cellulare. Il giorno dopo lo chiami e gli dici: "Sono un fenomeno a letto". Questo Telemarketing.
4) Ti trovi ad una festa e vedi un tipo molto affascinante. Lo riconosci. Ti avvicini a lui, gli rinfreschi la memoria e gli dici: "Ti ricordi come sono brava a letto?". Questo Customer Relationship Management.
5) Ti trovi ad una festa e vedi un tipo molto affascinante. Ti alzi, ti sistemi i vestiti, ti avvicini a lui e gli offri un bicchiere. Gli dici come buono il suo profumo, ti complimenti con lui per il suo completo, gli offri una sigaretta e gli dici: "Sono un fenomeno a letto". Questo Public Relation.
6) Ti trovi ad una festa e vedi un tipo molto affascinante. Ti avvicini a lui e gli dici: "Sono un fenomeno a letto.", e in pi, gli fai vedere una tetta. Questo Merchandising.
7) Ti trovi ad una festa e vedi un tipo molto affascinante. Ti si avvicina e ti dice: "Ho sentito in giro che sei un fenomeno a letto". Questo Branding, il potere del marchio.
Corso di marketing al maschile
8) Ti trovi ad una festa e vedi una bella sventola. Ti avvicini a lei e dici: "Sono un fenomeno a letto e resisto tutta la notte senza fermarmi...". Questa pubblicit ingannevole, ed punita dalla legge.
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luned, 25 novembre, 2013, 11:13 - Street art
In 2011, graffiti artists were painting these pillars at the tube station in Santana when police arrived and arrested them. These works are by Chivitz and Binho Ribeiro, who were among the artists arrested.
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domenica, 24 novembre, 2013, 14:04 - Street art
Found this on a run through a really nice neighborhood. Looks like someone contracted this on the gate around their houses.
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