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Marketing is where translation can turn into hilarity or even failure for a business.
在銷售領(lǐng)域，翻譯可以成為笑料，或者甚至導(dǎo)致生意失敗。
One example that has always given me a chuckle is Colgate, the name of a famous toothpaste produced by a US giantconsumer products company, Colgate-Palmolive.
一直總是讓我發(fā)笑的例子是著名牙膏高露潔，它由美國(guó)一家大型消費(fèi)品公司高露潔棕欖生產(chǎn) 。

The toothpaste is also marketed in Latin America, which for the most part raises no eyebrows. But in some parts of South America, especially in Argentina and Uruguay, a nonstandard verb form is used that turns the name of the toothpaste into “Go hang yourself”.
高露潔牙膏也在拉丁美洲市場(chǎng)銷售，這里的絕大部分地區(qū)是不會(huì)出現(xiàn)問(wèn)題。但是在南美洲的一些地區(qū)，尤其是阿根廷和烏拉圭，由于使用不標(biāo)準(zhǔn)的動(dòng)詞形式，使得牙膏的名字變成了“Go hang yourself（吊死自己）” 。

The Coca-Cola Co explains on its website that when the company began selling their flagship soft drink in China in 1927, they found shopkeepers had used a variety of Chinese characters that sounded like the brand — without considering the meaning. One meant “female horse fastened with wax,” and another, “bite the wax tadpole”. A myth grew that the company had used those names, it says.
可口可樂(lè)公司在其網(wǎng)站上解釋說(shuō)，1927年，當(dāng)公司開始在中國(guó)銷售招牌軟飲時(shí)，他們發(fā)現(xiàn)店主們使用了聽起來(lái)像品牌的各種各樣的漢字，并不考慮其含義。一種是“騍馬口蠟”，另一種是“蝌蝌啃蠟” 。據(jù)稱，可口可樂(lè)公司還曾使用了這些名字。

flagship: /?fl?ɡ???p/ 旗艦
tadpole: /?t?dpo?l / 蝌蝌

The company compromised a little on the phonetics and decided on Ke Kou Ke Le, which has the more pleasing meaning of “to permit the mouth to be able to rejoice” in Mandarin.
可口可樂(lè)公司在發(fā)音上做了點(diǎn)妥協(xié) ，決定采用“可口可樂(lè)” ，這四個(gè)字在普通話中表示“讓嘴巴快樂(lè)”，含義更美好。

phonetics: / f??n?t?ks/ 語(yǔ)音學(xué)
rejoice: /r??d???s / 高興，歡喜

Inc.com contributing editor Geoffrey James compiled a list of some of the epic fails in global branding. Here are a few examples:
因科網(wǎng)站編輯杰弗雷·詹姆斯編寫了一些有史以來(lái)最失敗的品牌國(guó)際化清單。這里有幾個(gè)例子：

Clairol branded its curling iron for hair with the name Mist Stick in German, even though “mist” is German slang for manure.
克雷洛爾在德國(guó)用“Mist Stick”來(lái)命名電卷發(fā)器，而“mist”在德語(yǔ)俚語(yǔ)中表示肥料。
manure: /m??n?r/ 肥料；糞便

Coors beer translated its Turn It Loose slogan into Spanish by using a colloquial term for having diarrhea.
庫(kù)爾斯啤酒將其口號(hào)“Turn It Loose（放松一下）”翻譯為西班牙語(yǔ)，而這在西語(yǔ)口語(yǔ)中表示腹瀉之意。
colloquial: /k??lo?kwi?l / 口語(yǔ)的，會(huì)話的
diarrhea: /?da???ri?/ 腹瀉