| "Suffer from Diarrhea" does not invoke a | | | | translating, both the source language and the |
| satisfying image of pleasant-tasting beer. Yet the | | | | target language are equally important. A Spanish |
| Coors beer ad campaign "Turn it Loose" was | | | | speaker may know a word in English, but they |
| translated into Spanish as such. American Airlines' | | | | might not be familiar with common usages of that |
| tagline "Fly in Leather" became "Fly Naked" in the | | | | particular word and fail to understand the correct |
| Spanish translation of the company's ad campaign. | | | | grammar and vocabulary for the target audience. |
| Equally as harsh, the American Dairy Association | | | | What is especially surprising is how many poor |
| wasn't very successful with its Spanish-language | | | | Spanish translations exist when the cost of |
| marketing. Their famous tagline "Got Milk?" was | | | | professional translation is so low and potential |
| translated as "Are you lactating?" Not good. | | | | liability is so high. Just imagine what could happen if |
| While free and nonprofessional translation | | | | you translated a few words incorrectly in a legal |
| software can be a useful tool for "getting the | | | | or medical document? Wondering why your |
| gist" of a word or phrase in Spanish, there is | | | | Hispanic marketing efforts aren't providing results? |
| absolutely no substitute for professional, accurate | | | | Customers who are confused by what they read |
| translation, especially when the finished product is | | | | and hear probably won't contact you for |
| being used to represent your business or | | | | clarification. |
| organization. Language is extremely complex, and | | | | Obtaining a high quality translation is a decision that |
| free translation software fails to effectively | | | | will save your company money in the long run, |
| translate even the simplest of phrases. | | | | and guarantee that your marketing efforts |
| Perhaps unsurprisingly, not everyone who speaks | | | | provide the returns you expect. A high quality |
| both English and Spanish is qualified to translate. | | | | translation costs an average of $0.12 - $0.15 per |
| Incorrect translations can occur when a company | | | | word which is most likely minuscule compared to |
| assumes that Spanish speaking employees, such | | | | your marketing campaigns and a fraction of what |
| as native Speaking-speaking Hispanic Americans | | | | an incorrect translation could cost you. |
| are capable of professional translations. When | | | | |