Language Barrier as a Challenge in Global Marketing

Global Marketing
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Global Marketing
There are numerous cases of lost in translation ads. Translating an advertisement from one language to another may lead to the loss of the original intended meaning and, in some cases, lead to an unintentional offensive meaning. For instance, when KFC first translated the slogan “Finger lickin’ good” into Chinese, it meant something somewhat cannibalistic. The translation in Chinese portrayed the message that “we are going to eat your fingers” (Schooley, 2022). The car manufacturer Mercedes Benz also suffered a similar fate. While introducing the brand to the Chinese Market, they used the brand name “Bensi.” In Chinese, this word translates to “rush to die.” After realizing the mistake, the name was changed to “Benchi,” whi...