Can someone please explain this to me: brands and slogans that totally loose their edge when introduced into Arab markets.
Here are three examples:
I bought this shaving cream the other day. The tagline/product identifier say “Cool Kick” in English. The Arabic translates into “Cool Touch”. Oh how soft and nice!
Arab men can’t take a kick.. They can only handle a touch..
One of my favorites: The “For Dummies” series in Arabic. Clearly an Arab person can never be a dummy. No, no. At “worst” he/she is a “beginner”. So the whole “For Dummies” brand, which is funny, becomes the boring “For Beginners”. Hmmm.
And now my favorite..
The popular weight loss show “The Biggest Loser”. I mean how do you translate this into Arabic?
Brilliant idea: let’s call it “The Biggest Winner”..
What?? The whole point is to LOSE wait. But no.. let’s reverse the whole meaning!
Arab politeness? Respect? Oversensitivity? Swollen ego?
What is going on here?