How Translation Shapes Consumer Perception of Products and Services Worldwide

Why does the same product inspire excitement among customers in one country but complete indifference in another? Can a seemingly simple translation influence a brand's success in a new market? The answer is clear: it can. And not just influence but radically reshape perceptions.

Translation is more than just words; it’s a cultural code. A translation error or ignoring local nuances can lead to the failure of an entire advertising campaign. For example, KFC’s slogan “Finger-lickin’ good” became the strange “Eat your fingers” when launched in China. The result? Awkwardness, reputational damage, and additional costs to fix the situation.

Let’s delve into why translation plays a key role in how products and services are perceived, how to avoid such mistakes, and whether machine translation can be a good choice.

Why Is Translation Crucial for Perception?

Translation is a subtle tool that not only conveys meaning but also sets the tone, shapes attitudes, and even evokes emotions. When entering international markets, companies often underestimate the importance of not only translating words accurately but also adapting them to the mentality and expectations of the target audience. 

Consumer perception of a product depends not only on the translated text but also on specific nuances. Jokes, metaphors, and idioms rarely work equally well across different cultures. Cultural context is crucial as well.

For instance, in China, the number "4" is considered unlucky, so packaging featuring this number might deter buyers.

In Scandinavian countries, consumers value minimalism and clarity. A marketing message filled with excessive emotionality could alienate the audience. Meanwhile, in Italy, a dry and formal tone might be perceived as cold and indifferent.

Translation without considering these nuances is like trying to win over an audience with a generic approach that everyone knows but no one is inspired by.

How Do Translation Errors Harm Reputations?

History is full of examples where a single misstep in translation ruined years of work. Consider Mitsubishi’s infamous introduction of its Pajero model in Spanish-speaking countries, unaware that “Pajero” is a vulgar slang term. Or Pepsi’s slogan, “We bring you back to life”, which in Chinese was interpreted as “We bring your ancestors back from the grave”.

Such errors not only damage reputations but also create financial losses: repairing an image costs far more than proper adaptation in the first place.

The Role of Machine Translation: Helper or Problem Source?

Machine translation (MT) is rapidly advancing, but its role in marketing and business is often underestimated. Modern MT systems like Lingvanex, DeepL, and Google Translate can provide high-quality translations for everyday needs. However, when it comes to fine-tuning for a target audience, problems can arise.

Advantages of machine translation

• Speed. MT enables the instant translation of large volumes of text.
• Cost-effectiveness. MT systems are cheaper than professional translation services.
• Scalability. They are suitable for handling many languages and large projects.

But there’s a downside: MT doesn’t always understand cultural context. For example, the phrase “Break the ice” might be translated literally, but in cultures unfamiliar with the idiom, its meaning would be lost.

How to Avoid Translation Failures?

For a product or service to be well-received, translation needs to be approached comprehensively:

1. Understand the audience. Learning about local traditions, cultural nuances, and language is more important than any technology.
2. Hybrid approach. Machine translation with post-editing is an ideal way to save time without sacrificing quality.
3. Testing. Before launching a product, texts should be tested with focus groups to identify potential misunderstandings.
4. Trust professionals. Of course, no one can perform better than an experienced professional translator. However, if resources and time are limited, modern systems like Lingvanex offer the ability to customise translations for the desired style and tone, making them as close to human perception as possible.

Take a hypothetical company selling natural skincare products. Their English slogan, “Nature’s Touch for Your Skin”, might sound too plain if directly translated into Japanese. However, after adapting it to Japan’s love for poetic expression, the slogan became “自然が奏でる美しさ” (“Nature creates your beauty”), which resonated far better with the audience.

Conclusion

The quality of a translation directly impacts how a product is perceived abroad. A successful translation can be the cornerstone of success, while a mistake can lead to costly failure. Modern companies must invest not only in translation but also in localization, leveraging advanced technologies and expert support.

The world is becoming smaller, and opportunities are growing. Yet every language is its own universe. To unlock it, one must not only translate words but also understand the meaning behind them.