Localisation Technology, Quality and Events

Localising slogans: it’s not a word-for-word translation

"Does anyone remember Pepsi’s 'Come alive with the Pepsi generation' tagline being translated into 'Pepsi brings your ancestors back from the grave' in chinese?" or " the Chevy Nova name was criticized in Latin America because 'Nova' directly translates into 'doesn’t go'”.

Well, the creativity and unique character of slogans make them challenging to translate. In fact, a simple translation of slogans can often offend or not have an emotional impact on the target audience - which could be worse than having a negative impact.

This topic is relevant to the Translation Industry and, in the post “Localizing Slogans: When Language Translation Gets Tricky”, from the Globalization & Localization Association (GALA), is discussing it.


As an active member of this association, AP PORTUGAL - Tech Language Solutions will have access to this event and to more information about these and other topics. If you decide to participate in the conference let us know and you can meet up with AP Portugal Tech Language Solutions CEO, Mário Júnior.


To find out more about “GALA 2019” visit the contest's programme. To find out more about GALA and our Partner Programs with members of that association.


partnership programme ap portugal


This text was not written by a native English speaker, but by a language lover. However, all our language services are always provided by native speakers.


AP PORTUGAL - Tech Language Solutions is a Portuguese translation company certified by the ISO 17100 International Quality Standard. The company offers a wide range of language services, which include translation (TEP), post-editing machine translation (PEMT), transcription, desktop publishing and subtitling, voice talent, software and website localisation technology, SEO and consulting. It invests enthusiastically in the development of partnerships and cooperation anywhere in the world where your organization may need a partner for the African, Brazilian and European Portuguese language.

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