6) Translation problems

equivalent [ı`kwIvələnt]	ancestor [`xntsestə] / [`xnt sestər]
Belgium [`belGəm]	Asia [`eıZə] / [`eıSə] BrE 51% / 49%
Flemish [`flemıS]	willingness [`wılıNnəs]

Often, words in one language do not have an equivalent meaning in other languages, and the concepts the words describe are often different as well. When the meaning of a word is not agreed on in advance, later misunderstanding is a strong possibility. In a humorous and helpful book about marketing overseas, David A. Ricks highlights the problems of translating with several examples of American advertising and product labels that resulted in different meanings when translated. General Motors promoted their cars in Belgium with “Body by Fisher” (a phrase familiar to Americans). But translated into Flemish it turned into “Corpse by Fisher.” “Come alive with Pepsi” became “Come out of the grave...” in German and “Bring your ancestors back from the dead” in Asia. Pet milk failed in France because “pet” has the meaning “to break wind.” In reading and responding to foreign-origin documents written in English, a Ukrainian business person needs to realize that differences exist in vocabulary. Success in international communication will be achieved partly through willingness to investigate and understand the differences and to use words and expressions relevant to the country involved. For example, in writing to someone in Britain you should use the British variant of the word, but in communication with American partners, use the American variant.

Vocabulary and Cultural Notes:

1. to be agreed on in advance – to reach an agreement in preparation for a particular time or event in the future;

2. to be a strong possibility – a real chance that something might happen or be true;

3. Flemish [`flemıS] – the Germanic language spoken in northern Belgium; from or relating to the northern part of Belgium where Flemish is spoken;

4. Fisher Body is an automobile coachbuilder founded by the Fisher brothers in 1908 in Detroit, Michigan, which is now an operating division of Generals Motors Corporation. The Fisher brothers were: 1. Frederick John (1878-1941); 2. Charles Thomas (February 16, 1880-1963); 3. Lawrence Peter (October 19, 1888 – September 3, 1961); 4. William Andrew (1886-1969); 5. Edward F. (1891-1972); 6. Alfred J. (1892-1963); 7. Howard A. (1902-1942). They produced car bodies for the likes of Cadillac, Buick, Ford and Studebaker before General Motors purchased 60 percent of the company in 1919. Fisher Body existed as a separate division with GM until a 1984 reorganization, when Fisher’s 23 stamping, body-assembly and trim plants were folded into GM’s larger manufacturing organization. The emblem “Body by Fisher” has come to have a meaning like that of “sterling” on silver. It is an assurance of quality in the closed bodies of General Motors cars and of many other makes of trustworthy cars as well.

5. embarrassment [ım`bærəsmənt] – a feeling of being nervous and ashamed because of what people know or think about you.

Task 2. Study the following words.