Lets go on our travels:

International Marketing
Middle East Phrase Book
English Is A Crazy Language

INTERNATIONAL MARKETING

Cracking an international market is a goal of most growing corporations. It shouldn't be that hard, yet even the big multi-nationals run into trouble because of language and cultural differences. For example...

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."

In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi Generation" came out as "Pepsi will bring your ancestors back from the dead."

Also in Chinese, the Kentucky Fried Chicken slogan "finger- lickin' good" came out as "eat your fingers off."

The American slogan for Salem cigarettes, "Salem - Feeling Free," got translated in the Japanese market into "When smoking Salem, you feel so refreshed that your mind seems to be free and empty."

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.

Ford had a similar problem in Brazil when the Pinto flopped. The company found out that Pinto was Brazilian slang for "tiny male genitals". Ford pried all the nameplates off and substituted Corcel, which means horse.

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's mistakenly thought the spanish word "embarazar" meant embarrass. Instead the ads said that "It wont leak in your pocket and make you pregnant."

An American t-shirt maker in Miami printed shirts for the spanish market which promoted the Pope's visit. Instead of the desired "I Saw the Pope" in Spanish, the shirts proclaimed "I Saw the Potato."

Chicken-man Frank Perdue's slogan, "It takes a tough man to make a tender chicken," got terribly mangled in another Spanish translation. A photo of Perdue with one of his birds appeared on billboards all over Mexico with a caption that explained "It takes a hard man to make a chicken aroused."

Hunt-Wesson introduced its Big John products in French Canada as Gros Jos before finding out that the phrase, in slang, means "big breasts." In this case, however, the name problem did not have a noticeable effect on sales.

Colgate introduced a toothpaste in France called Cue, the name of a notorious porno mag.

In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water.

Japan's second-largest tourist agency was mystified when it entered English-speaking markets and began receiving requests for unusual sex tours. Upon finding out why, the owners of Kinki Nippon Tourist Company changed its name.

In an effort to boost orange juice sales in predominantly continental breakfast eating England, a campaign was devised to extoll the drink's eye-opening, pick-me-up qualities. Hence, the slogan, "Orange juice. It gets your pecker up."

MIDDLE EAST PHRASE BOOK

KBAR KHALI-KILI HAFTIR LOTFAN: Thank you for showing me your marvelous gun.

EKR GABUL CARDAN DAVAT PARH GUSH DIVAR: I am delighted to accept your kind invitation to lie down on the floor with my arms above my head with my legs apart.

HOWMAEH FEKR TAMOMEH OEH GORTEH BANDE: I agree with everything you have ever said and thought in your whole life.

CASHAL-EH FASHAL-EH TUPHEMAN NA DEGAT MAN GOFTAM CHEESHAYEH MOHEMARIR BEHMESHVAREHMA.: If you will do me the kindness of not harming my genital appendages, I will gladly reciprocate by betraying my country in public.

AUTO ARRAREGH DAVATEMAN MANO SEPHAHEH- HASTI: It is exceptionally kind of you to allow me to travel in the trunk of your car.

KHREL, JEPAHEH MANEH VA JAYEII AMRIKAHEY: I will tell you the names and addresses of many American spies travelling as reporters.

BALLI,BALLI,BALLI: Whatever you say.

MATERNIER GHERMEZ AHLIEH GHORBAN: The red blindfold would be lovely, excellency.

TIKEH NUNEH BA OB KHRELLEH BEZORG VA KHUBE BOYAST INO BEGERAM: The water soaked breadcrumbs are delicious, thank you. I must have the recipe.

ENGLISH IS A CRAZY LANGUAGE

By: Richard Lederer

Let's face it -- English is a crazy language. There is no egg in eggplant nor ham in hamburger; neither apple nor pine in pineapple. English muffins weren't invented in England or French fries in France. Sweetmeats are candies while sweetbreads, which aren't sweet, are meat.

We take English for granted. But if we explore its paradoxes, we find that quicksand can work slowly, boxing rings are square and a guinea pig is neither from Guinea nor is it a pig.

And why is it that writers write but fingers don't fing, grocers don't groce and hammers don't ham? If the plural of tooth is teeth, why isn't the plural of booth beeth? One goose, 2 geese. So one moose, 2 meese? One index, 2 indices?

Doesn't it seem crazy that you can make amends but not one amend, that you comb through annals of history but not a single annal? If you have a bunch of odds and ends and get rid of all but one of them, what do you call it?

If teachers taught, why didn't preacher praught? If a vegetarian eats vegetables, what does a humanitarian eat? If you wrote a letter, perhaps you bote your tongue?

Sometimes I think all the English speakers should be committed to an asylum for the verbally insane. In what language do people recite at a play and play at a recital? Ship by truck and send cargo by ship? Have noses that run and feet that smell? Park on driveways and drive on parkways?

How can a slim chance and a fat chance be the same, while a wise man and wise guy are opposites? How can overlook and oversee be opposites, while quite a lot and quite a few are alike? How can the weather be hot as hell one day and cold as hell another.

Have you noticed that we talk about certain things only when they are absent? Have you ever seen a horseful carriage or a strapful gown? Met a sung hero or experienced requited love? Have you ever run into someone who was combobulated, gruntled, ruly or peccable? And where are all those people who ARE spring chickens or who would ACTUALLY hurt a fly?

You have to marvel at the unique lunacy of a language in which your house can burn up as it burns down, in which you fill in a form by filling it out and in which an alarm clock goes off by going on.

English was invented by people, not computers, and it reflects the creativity of the human race (which, of course, isn't a race at all). That is why, when the stars are out, they are visible, but when the lights are out, they are invisible. And why, when I wind up my watch, I start it, but when I wind up this essay, I end it.