The fact is, any business can make a translation faux pas if they’re not careful. Add to that time, internal resources and brand-reputation costs, and you’ve got one expensive problem on your hands. No Brand Is Immuneīusiness can-and have-spent millions of dollars to correct a single translation error. It’s much better to avoid translation mistakes from the start. Mistakes like that are embarrassing, potentially offensive and costly to fix. You’re among those that have accidentally invited consumers to check out the “corpse” in their cars, develop “diarrhea” from their beer, “fly naked” on their airline, or bank with a financial institution that “does nothing.” Suddenly, you discover you’ve joined the ranks of other companies that have alienated customers with lousy localization. They sleep in tents or in the shade of trees near where they work.Here’s the scenario: You’ve got a memorable marketing campaign, with a punchy slogan that’s producing a strong ROI in your flagship market.īut when you roll out the slogan to global markets in different languages, revenues stall. Besides that the contractor runs a commissary department and feeds the gang. The weak, lazy and unskillful get the smallest wage. The other employees are paid in the proportion their work bears to that of the pace setter. A man who can thin an acre of beets a day commands as high as $2.00 per day as a pace setter. It is customary for the contractor to employ some expert as a pace setter. Pace-setter "one who establishes trends in fashion," is by 1895 it also had literal meanings. To keep pace (with) "maintain the same speed, advance at an equal rate" is from 1580s. The pace of a single step ( military pace) is about 2.5 feet. In some places and situations it was reckoned as the distance from the place where either foot is taken up, in walking, to that where the same foot is set down again (a great pace), usually 5 feet or a little less. It also was, from late 14c., a lineal measurement of vague and variable extent, representing the space naturally traversed by the adult human foot in walking. Late 13c., "a step in walking," also "rate of motion the space traveled by the foot in one completed movement in walking," from Old French pas "a step, pace, trace," and directly from Latin passus, passum "a step, pace, stride," noun use of past participle of pandere "to stretch (the leg), spread out," probably from PIE *pat-no-, nasalized variant form of root *pete- "to spread." The sporting contest false start is attested by 1850. False prophet "one who prophecies without divine commission or by evil spirits," is attested from late 13c. To bear false witness is attested from mid-13c. False step (1700) translates French faux pas. as "contrary to fact or reason, erroneous, wrong." Adopted into other Germanic languages (cognates: German falsch, Dutch valsch, Old Frisian falsk, Danish falsk), though in English alone does the active sense of "deceitful" (a secondary sense in Latin) predominate.įalse alarm recorded from 1570s. 1200 as "deceitful, disloyal, treacherous not genuine " from early 14c. Late Old English, "intentionally untrue, lying," of religion, "not of the true faith, not in accord with Christian doctrines," from Old French fals, faus "false, fake incorrect, mistaken treacherous, deceitful" (12c., Modern French faux), from Latin falsus "deceptive, feigned, deceitful, pretend," also "deceived, erroneous, mistaken," past participle of fallere "deceive, disappoint," which is of uncertain origin (see fail (v.)).įrom c.
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