Discover how BMW’s 2023 Lunar New Year campaign in China showcases the hilarious side of AI translation fails. The commercial created by TBWA\Juice Beijing and TBWA\BOLT Shanghai highlights the importance of accuracy in translation and how a robust QA process can avoid costly mistakes. Read on to learn more about this amusing ad and the three common business translation mistakes to avoid.
Global Expansion Is Essential In 2017, the U.S. retail ecommerce worldwide sales totaled $2.3 trillion and by 2021, ecommerce revenues are expected to grow to $4.88 trillion! Historical data show that this trend is not going in reverse, which is evidence of the fact that to progress in today’s economy, you must consider global expansion…
In 1987, Braniff Airlines aired an advertisement of their new slogan urging travelers to “fly in leather” in Spanish, shocking local Latin American consumers and advertising executives. Without using an expert translator to take into consideration regional colloquialisms, and no doubt using a bilingual dictionary (this was before the Internet), the phrase “in leather” was…
