It may be a familiar trope in crime stories, but having a dead body in the trunk is a lousy selling point for an automobile. When Ford launched its ad campaign in Belgium, they wanted buyers to appreciate their excellent manufacturing and came up with the slogan “Every car has a high-quality body.” However translated into Dutch, one of Belgium’s three official languages, the ad became “Every car has a high-quality corpse,” which was less than persuasive. Thanks to a translation error, Ford’s new model sounded as if it was an accessory to a crime rather than something you’d willingly drive off the lot.

The Colonel’s Orders

KFC first commanded that its chicken was “Finger Lickin’ Good” back in the 1950s and the slogan stuck. The tagline has since worked its way into the American vernacular, enjoying regular pop culture shout-outs including an eponymous song by The Beastie Boys in 1992. (It’s finger lickin, finger lickin good y’all).

But when KFC first set up shop in mainland China, the saying was set into Chinese characters that read “Eat your fingers off”. KFC’s secret blend of eleven herbs and spices may be good, but the original recipe never called for self-cannibalization. The Colonel would not have approved of this unappetizing turn of events.

Big Trouble in China

The soft drink industry often reminds customers of how refreshing and thirst-quenching their beverages are. “Come Alive! You’re in the Pepsi Generation” was an early 1960s motto crafted by the soda company. It’s in keeping with Pepsi’s brand position, helping the audience to imagine the drink that will revive them. But the slogan that was given to translators was modified to “Come Alive with Pepsi”, and when it was translated into Mandarin and Cantonese it took on a decidedly different tone. In China, the ill-gotten translation made the claim that “Pepsi will bring your ancestors back from the dead.” It’s safe to say that Pepsi wasn’t trying to jump start the zombie apocalypse; their translation just missed the mark. So much for truth in advertising.

More than Words

In the digital age, discrepancies in translation transcend language. Symbols, like words, are often culture-bound and can vary widely in meaning. In 2013, Facebook did away with its thumbs-up icon, implementing in its place the ubiquitous “like” button. One such reason for the shift may have to do with Australia and Iran, where a raised thumb is offensive, gesturing an insult rather than enthusiastic affirmation.

When such high-profile companies make these kinds of blunders in the international market, it’s hard not to notice. Instances of meaning getting lost in translation are a cautionary tale for any organization that operates in non-English markets: never skimp on translation services. Google Translate will only get you so far.

Your company works hard to develop creative, resonant copy to compete in the global marketplace, but the process isn’t complete until it is correctly translated and vetted for cultural accuracy. Every language has its own nuances and idiosyncrasies, and literal, word-for-word translations will almost definitely misfire. Invest in professionals who can translate your source language into appropriate, relevant copy in the target language of your intended market. Thorough translation services puts the final touch on your work and ensures that even in a foreign language, your ad copy will align with your brand as well as your intentions.

After all, you wouldn’t want to be responsible for someone eating their fingers off. Nom nom.

Heather Candon is a writer living in New York.