Lost in translation

As long as brands have existed, companies have loved to talk about them. But that doesn't mean they are as skilled with advertising as they ought to be. Far too often, country-specific advertisements get lost in translation, making a company look insensitive or comical. Earlier this week, McDonald's kicked up a social media storm in Mexico when it pitched the McBurrito against tamale, a traditional Mexican dish. "Tamales are a thing of the past," the company said in an advertisement posted on its Mexican Facebook page. In no time, more than 600 tweets targeted the McDonald's account. The backlash prompted the company to remove the image and publish a statement apologising for the gaffe.