We all love dodgily translated ‘Chinglish’, where moisturisers claim to ‘eliminate horniness’ and signs for smoking points read ‘smoking pot’. Unfortunately, Shanghai City officials are on a mission to wipe out these hilarious mis-translations that lend so many ads, signs and menus a whole new meaning. But not in time for the launch of Coca-Cola’s new dairy product, Minute Maid’s ‘Pulpy Super Milky’.
It sounds like just another Chinglish clanger but Pulpy Super Milky and its campaign slogan, ‘My Delightful Fusion Lifestyle’, was actually developed – and named – specifically for Chinese consumers. Not the ones who speak fluent English but the 1.3 billion Chinese who speak little or no English, and who love cute, clumsy, whimsical-sounding English. In other words, Chinglish sells.
The lesson from a naming perspective? Trust your audience – even if it means putting common sense and Oxford English Dictionary to one side.
(Thanks for this one, Nat)
Ref.http://www.brandchannel.com/home/post/2009/10/16/Minute-Maids-Super-Milky-Mangles-English-For-Profit-In-China.aspx
Greg Taylor
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Member since: 03 Jun 2008
Last login: 25 Nov 2009
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