In the late 1980’s in America there was a drug store chain that changed their name to “Osco.” Nobody in corporate did a foreign language search on the word “Osco.” Turns out it sounded just like “Asco” which translates to “disgusting” in Spanish and sales suffered in markets with Spanish speaking populations. In the present-day world of the internet, you would think that companies do a bit of international research on their brand, but perhaps they should also employ some teenagers to check for international slang meanings? Or maybe they shouldn’t, because, really, do we want to live in a world with an “Ass Bar Bakery” or do we want to live in a world without one?
As we’ve been wandering around Switzerland and western Europe this year, we’ve been compiling a few of our favorite examples of German/French brands that translate into American English slang.
What Swiss bus runs on natural gas, but is definitely not zero emission?
We realize our sign choices are a bit one sided and our captions are admittedly sophomoric, so we’ll also keep our eyes out for some signs back in the States that wouldn’t translate too well overseas to even things out when we return home.
So so good! Yes, I don’t want to live in a world without an Ass Bar! I spit out my coffee on the Blue Balls festival caption. You guys are really making the most of your year. Thanks for sharing it with us!
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Thanks, Lorelai!
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This is amazing! Reminds me of all of the Japanese brands I’ve seen over the years… like their milk-like drink “cal pis” which, when pronounced with a Japanese accent, sounds like cow piss…
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Haha – that’s great! I have often referred to milk by that name.
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As always, laugh out loud funny! Especially the Ass Bar and the line about chocolate croissants. Oh my.
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Thanks, Anne!
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No Wankdorf?
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Haha. Not aware of that place yet!
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I think it’s near Bern. Check out Stadium Suisse location!? There’s also ManEgg at the far end of Lake Zurich. Heheh
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Guten tag! I got my letter and pictures this week! Thank you! You look like and sound like you are all have an amazing time! Can’t wait to hear more when you get back!
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C is looking forward to speaking Deutsche with you in August!
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These are great! My favorite mistranslation was a “Baby on Road” bumper sticker in China (as opposed to Baby on Board).
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Haha – yes, I have seen picture of some pretty hilarious mistranslations from China. We are enjoying your posts from Holland – so funny!
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Have you written about your Amsterdam trip yet? I’ve been watching for it but haven’t had good internet access. I’m eager to see what you did there (here, I leave tomorrow).
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We are writing it up now. It was a funny trip with us getting there too early to see the tulips bloom…
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I hear that. Us, too!
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This is hilarious! Love following your adventure! Maybe Switzerland will be next for us. 🙂
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Yes – we highly recommend Switzerland!
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There are a whole series of books that do this — “Sign Spotting,” I think you need to reach out to the publishers, Lonely Planet, to not only add yours, but apply for a job: your signs & captions are as good as any in the books! Love ’em – thanks for the laughs!
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OMG! These are hilarious!
Jannica
–Anxiously awaiting the Blue Balls Festival;)
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