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  • Writer's pictureCarolina Orlando

When translation is not enough

In 1987, Braniff Airlines promoted its new leather seats with the English slogan "Fly in leather" which, when translated into Spanish as "Vuela en cuero," caused confusion in some countries like Argentina and Mexico, where "en cuero" is interpreted as "without clothes" .While the phrase is grammatically correct, the literal translation was not suitable due to cultural differences.

Achieving a lasting persuasive impact is entirely achievable through a solid localization process, where creative transformations and adaptations are the vital core to ensure the message resonates with equal strength among audiences whose perspectives and values differ from the original culture of your product or service.

Don't blame the translator. Reach out to a skilled advertising and localization expert at #Notacopyagency. Join the club.

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