We often come across translations into English by companies based in non-English-speaking countries and scratch our heads, puzzled and somewhat “Lost in Translation.”

One we saw at the IHRSA fitness trade show last week was a real forehead-scruncher: In the Bladez booth, now owned by BH Fitness (out of Spain) was the full-length motivational image of somebody working out with the plug for its “Sportkoncept” line. The promo line? “Where nobody ever succeeded.”

That demanded a double-take. We don’t really think a company that makes such fine equipment could mean that nobody succeeded using it. Naaaaah. This is not the stuff that sales and motivation is made of. For fun, we wandered on over to the company’s website, www.bhfitness.es, only to be wowed by the lack of English prowess: “Exercyse” was used for “exercise,” and you can also buy a “multi-jungle” if you want (multi-station gym) by looking under the “Strength & Complements” products area.

Oh, but the real kicker is the BH name. Not that anybody outside of German-speaking countries would know this, but it elicits a giggle every time we at SNEWS® look at it. Why? Because “BH” in German is the everyday name for a women’s brassiere, basically the equivalent of “bra.”

As we see it then, if we were an English- and German-speaking customer with a penchant for working out on a multi-jungle something or other while wearing a bra and having absolutely no desire to succeed, we've come to the right company…we think.

Have some other promotional phrase or company slogan, name or advert that gets "lost in translation" sufficiently to elicit giggles and guffaws? We want to hear about it. Either add your post to this Herd chat thread, or send us an email to Herd@snewsnet.com.

Edited by herd at 04/03/2007 10:26:56 MDT.

Seen on a restaurant menu in Germany: “Occupied rolls.”

As several of our American compatriots were left scratching their heads while gazing at the menu, one of our SNEWS® team members, who is fluent in German, stepped in to clear up the confusion.

No, this was not a reference to a roll that was forced into submission by some war-mongering cheese and meat bent on a takeover of all empty rolls in the kitchen.

Seems the German name for a roll with some kind of cheese, meat or vegetable slices includes a word that has another and very different translation. That word – belegt -- can also mean “occupied” or “full,” like a hotel could be fully booked. So, in the eyes of a restaurant worker doing the translating but choosing the wrong English meaning, the sandwich with meat or cheese became an “occupied roll.”

Not sure this logic would pass muster in a US restaurant though…"We'll take two sourdough rolls occupied with ham, cheese, tomato and mustard please…to go."

Huh?

Edited by tikno at 09/04/2007 12:21:47 MDT.

At the Outdoor Retailer Summer Market we stopped in our tracks while skimming past booths in the typical SNEWS® fast hike to not miss a single exhibitor.

In the ballroom, we came across Jana Designs out of Taipei with a sign that read:

“ReycLable: Once hey are not longer usable, they can be easily reclyded into new production of yarns or other products.”

Wait, what?... Two steps back…. Read it again…. Reclyded … who? The concept for a recyclable AirFrame fabric sounded nice enough but that sign…. Ouch.

We received the following email from Maiker at Kailong Manufacture, seeking a business relationship with us to manufacture dumbells...

"I extremely anticipated and your cooperation, hoped you can give me this opportunity ! My here has many makes fitness equipment the factory, I may make your proxy, if you considered is the approval, that extremely saves very many moneys."

Apparently, Maiker makes so many things that he is overwrought with excitment and as a result can't manage to put together a complete sentence. As soon as we figure out how we make a proxy, we're certainly excited about the prospects of a bidness (sic) relationship that will 'extremely saves very many moneys.'

Geez man - its Chinglish. Can't you read?

We just received an interesting query seeking our business:

"This is Tom, the General Manager of Dongxiang Accuracy Hardware Co., Limited. I know from alibaba that you have enquiry on hardware products."

Could it be he is invoking the power of Ali Baba and the Forty Thieves...or is he referring to alibaba.com.