Concept that we have here, and that's what you're thinking. Convert written text from one language to another. Today, we have many apps that translate texts automatically. But it doesn't always turn out the way we expected, and we've all come across a text and said “hmm, that went straight to Google Translate” . Sometimes a wrong translation can be extremely damaging to a business. Some examples: In the late 1980s, KFC's famous slogan "to lick your fingers" was erroneously translated into Chinese as "eat your fingers". In the end, they corrected the mistake and today KFC is the leading fast-food chain in China. In 2009, HSBC bank had to change an entire campaign of more than 5 years because of wrong translations.
The motto was “Presuma Nada” ( Assume nothing ), but in several countries the translators changed the phrase to “Faça Nada” ( Do nothing ). The bank had to spend over 10 million dollars to change the entire campaign and slogan to “ The world's private bank ”. And, very rarely, mistranslations turn out to be a great opportunity. In the Street Fighter Clinics Email List game , the Japanese to English translation ended up creating a new character . That's because one of the lines of one of the characters mentioned the name of a coup, but it was translated as the name of a person.
The phrase ended up being like this: “If you can't overcome Sheng Long, you'll never be the winner”. Players went crazy trying to find this fighter in the game, and in 1992, a magazine published a series of very difficult instructions to find the fighter, but it was just an April Fools prank. Today, good translators work with several tools in addition to traditional dictionaries. There are translation memory databases, different programs that help translators to find the best matches, and CAT Tools ( CAT TOOLs – Computer-aided Translation ), which combine the best of both worlds: algorithms and the human experience. In short, translators have at their disposal several tools, with different interfaces, to help in their work.