The importance of good translation is most obvious when things go wrong. Here are three examples that show just how high-stakes the job of translation can be.
CHOCOLATES FOR HIM
In the 50s, when chocolate companies began encouraging people to celebrate Valentine's Day in Japan, a mistranslation from one company gave people the idea that it was customary for women to give chocolate to men on the holiday. And that's what they do to this day. On February 14, the women of Japan shower their men with chocolate hearts and truffles, and on March 14 the men return the favor. An all around win for the chocolate companies!
In 2009, HSBC bank had to launch a $10 million rebranding campaign to repair the damage done when its catchphrase "Assume Nothing" was mistranslated as "Do Nothing" in various countries.
THE SEVENTY-ONE-MILLION-DOLLAR WORD
In 1980, 18-year-old Willie Ramirez was admitted to a Florida hospital in a comatose state. His friends and family tried to describe his condition to the paramedics and doctors who treated him, but they only spoke Spanish. Translation was provided by a bilingual staff member who translated "intoxicado" as "intoxicated." A professional interpreter would have known that "intoxicado" is closer to "poisoned" and doesn't carry the same connotations of drug or alcohol use that "intoxicated" does. Ramirez's family believed he was suffering from food poisoning. He was actually suffering from an intracerebral hemorrhage, but the doctors proceeded as if he were suffering from an intentional drug overdose, which can lead to some of the symptoms he displayed. Because of the delay in treatment, Ramirez was left quadriplegic. He received a malpractice settlement of $71 million.
Source: Found in Translation: How Language Shapes Our Lives and Transforms the World