Native Tongue Slogans 'Help to Connect'

Writing slogans in the native language can help companies beginning operations in non-English speaking communities, according to research.

A study conducted at Erasmus University in the Netherlands discovered that native-language slogans carry more emotional impact.

Companies which carry products or services targeted at a female audience might be interested to hear that the effect is even greater among women than men.

The researchers add that it exists across different languages - with French and Dutch among those tested.

However, an accurate translation could be key to ensuring commercial success and not becoming the stuff of legend.

Stationery manufacturer Parker fell foul of this failure when mistakenly translating the word "embarrass" into Spanish as "embarazar".

Its slogan "It won't leak in your pocket and embarrass you" became "It won't leak in your pocket and make you pregnant" when the pens were launched in Mexico.

Even soft drinks producer Pepsi was unable to avoid slipping up with a promotional campaign in China.

The company is widely reported to have spent a significant sum on its "Pepsi gives you life" strategy.

But in Chinese the motto took on a new meaning as it was translated to "Pepsi brings your ancestors back from the grave".