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Burton Learns That Translation Matters

The UK clothing chain Burton gives us marketers a timely reminder about the importance of correct translation. Full story via the Guardian.

Bad Choice in T-Shirt Moto...

When Bristol university student Paddy Shuttleworth spotted an unassuming grey cotton T-shirt in his local Burton menswear shop, he was, to say the least, surprised; not by the price (a modest £12) but by the Cyrillic writing surrounding the double headed eagle motif which, as a Russian language student, he was able to translate. Rather unfortunately, it read: “We will cleanse Russia of non-Russians!”

“I did mention to the girl as I bought one of the shirts, that it was politically probably quite dangerous,” says Mr Shuttleworth.

Apparently they had been told the t-shirts slogan said “Be Proud of Russia”. Opps.

About Nick Wilsdon

Nick Wilsdon works as a Content and Digital Strategy Consultant He manages online campaigns for the UK's leading telecom, finance and FMCG brands.

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