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Transcreation vs. Translation – Understanding the Impact on Marketing Campaigns

Transcreation vs. Translation – Understanding the Impact on Marketing Campaigns

In the 1960s, the Swedish domestic appliance manufacturer launched its vacuum cleaners in the US with a seemingly catchy slogan: Nothing sucks like Electrolux. But they forgot to realize that the verb “to suck” has another meaning in American English, and the audience was just confused why Electrolux advertised its product in a negative manner. […]