In it, he explains the meanings of several words that were part of his everyday language. This award-winning comedian and host of The Daily Show on Comedy Central wrote a book about growing up in poverty in South Africa under the shadow of Apartheid. I recently had the opportunity to read Trevor Noah’s Born a Crime. Read about some companies who should have hired an experienced translator in Translations Gone Bad – Research Before Exporting.You may be thinking that taglines are pretty specialized, so it makes sense that they benefit from human translation, but what about other text? How does Google Translate do with everyday language? Jinba (the current translation as of this moment)įortunately, the marketing team at Mazda researched the best way to adapt their tagline for the US: human translation.The “oneness of horse and rider” translated to the following: On three separate occasions, I put “ Jinba Ittai” into Google Translate to see what it would come up with. Had their marketing department used Google Translate to convert their tagline to English, they would have sent a much different message to their US customers.

Yet in Japan, that company’s tagline is “ Jinbai Ittai.” This phrase captures the feeling of a horseman warrior, riding across the plains totally in sync with his horse, or “the oneness of horse and rider.” Mazda wanted the tagline to evoke the energy and passion you feel when you drive their cars. In the United States, a tagline like “Driving Matters!” brings the popular car company Mazda to mind.

Google translate japan