Language localization - an important ingredient for failures
submitted 6 months 8 days 14 hours ago by: razorfish : 5 comments
Just happen to stumble upon this ad by Air Arabia on Jang newspaper website and couldn't help notice the error in Urdu to English translation.
Air Arabia is a Sharjah based low cost carrier with its focus on the regional market of Gulf and Middle East. In Pakistan, the company is operating out of 2 cities, Karachi and Peshawar. Don't be surprised on having Peshawar as the 2nd city and not Lahore or Islamabad. The logical reasoning is that most of their market is in Peshawar that is employed in UAE states of Sharjah, Abu Dhabi and Dubai.
Anyway, coming back to the Ad, it was interesting to see the translation of the urdu words "Kum Karaiy), which actually translates to "Low Fares". However, whoever did the translation, translated it to Light Fares!! This does not make any sense, but sure can make or break a brand in big way, if there are some serious blunders in the language of the promotional campaign.
If anyone know the people in the company or the Agency behind this Advert, please let them know so they can have it translated correctly.
Comments
To me 'light fares' is just as good! In fact I would prefer it to the routine 'low fares' which immediately make one feel 'low' instead of 'light'. ;)
You are an exception Iola, don't bother about this !
Am I now? Interesting! Interesting! Interesting!
You have a bone to grind champ! You are "really" looking 'really' bad here!! :)
Correct english is the requirment of the job. Do you want those people to loose there jobs. KUM KARIYAY light or low fares.
I have a suggestion make it less fares.
"lesser ticket/lesser fare" and "Kam qeemat ticket" r better.