Need a book? Engineering books recommendations...

Return to index: [Subject] [Thread] [Date] [Author]

RE: Anthropology accepted

[Subject Prev][Subject Next][Thread Prev][Thread Next]
It seems this list is incomplete without one of my all time favorites:
Chevrolet's introduction of the Nova in South America.

> -----Original Message-----
> From:	Kathleen  A. O'Brien [SMTP:wildwoman1(--nospam--at)compuserve.com]
> Sent:	Saturday, July 11, 1998 3:56 PM
> To:	SEAOC Forum
> Subject:	Anthropology accepted
> 
> 
> 
> 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
> papa).
> 
> 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".
> 
>