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Anthropology accepted

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Eleven good reasons why advertising companies should hire anthropologists:

1. The Dairy Association's huge
success with the campaign "Got Milk?"
prompted them to expand advertising to
Mexico. It was soon brought to their
attention the Spanish translation read
"Are you lactating?"

2. Coors put its slogan, "Turn it
loose," into Spanish, where it was read
as "Suffer from diarrhea".

3. Scandinavian vacuum manufacturer
Electrolux used the following in an
American campaign: "Nothing sucks like
an Electrolux".

4. Clairol introduced the "Mist
Stick", a curling iron, into German
only to find out that "mist" is slang
for manure. Not too many people had
use for the manure stick".

5. When Gerber started selling baby
food in Africa, they used the same
packaging as in the US, with the
smiling baby on the label.
Later they learned that in Africa,
companies routinely put pictures on the
label of what's inside, since many
people can't read.

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

7. An American T-shirt maker in
Miami printed shirts for the Spanish
market which promoted the Pope's visit.
Instead of "I saw the Pope" (el Papa),
the shirts read "I saw the potato" (la

8. Pepsi's "Come alive with the
Pepsi Generation" translated into
"Pepsi brings your ancestors back from
the grave", in Chinese.

9. The Coca-Cola name in China was
first read as "Ke-kou-ke-la", meaning
"Bite the wax tadpole" or "female horse
stuffed with wax", depending on the
dialect. Coke then researched 40,000
characters to find a phonetic
equivalent "ko-kou-ko-le", translating
into "happiness in the mouth".

10. Frank Perdue's chicken slogan,
"it takes a strong man to make a tender
chicken" was translated into Spanish as
"it takes an aroused man to make a
chicken affectionate".

11. When Parker Pen marketed a
ball-point pen in Mexico, its ads were
supposed to have read, "it won't leak
in your pocket and embarrass
you". Instead, the company thought
that the word "embarazar" (to
impregnate) meant to embarrass, so the
ad read: "It won't leak in your
pocket and make you pregnant".