Archive | candy RSS feed for this section

Of Asian Delicacies and the Idiom Tedium

16 Mar

by Roger White

My mother-in-law loves authentic Chinese food, so when we treat her to dinner, she almost invariably chooses First Chinese Barbecue, way up on North Lamar in far North Austin. It’s so far north you’re practically in Waco. You can’t get much more dead ducksauthentic than First Chinese Barbecue; as you walk in you’re greeted by rows of dead, naked ducks hanging like John Wilkes Booth’s gang at execution. The aroma of spices and meats is practically intoxicating, and the menu’s mostly in what I presume is Chinese, with some hints about what you’re ordering in English. I’m never quite sure if I’m ingesting a pig, a chicken, or some other roasted creature, but I must say it is all quite scrumptious.

No, First Chinese Barbecue did not cut some sort of free-meal deal with me to write this, but I will tell you that the dried fresh squid with black bean sauce is out of this world. (Is that good, Mr. Run?) Again, that’s First Chinese Barbecue. Far North Lamar. Ask for the Oldspouse Special.

Anyway, the dinner is only half of the evening for our Bubbie. Dear mom-in-law then likes to head next door to the MT Supermarket. This store, if you’ve never been, is the Asian version of a Walmart Supercenter. It’s a 100,000-square-foot bastion of the most amazing and unbelievable foodstuffs any Texan has ever seen. I presume these yummyitems are foodstuffs. In this era of PC politeness and easily hurt feelings, I’m trying to tread lightly here, OK, but not in my wildest imagination can I conjure a gastronomical use for, say, pork rectum, pork uterus, or fresh chicken feet.

And on just about every aisle you’ll find small armies of robotically waving ceramic cats. Quite unsure of what a robotically waving ceramic cat has to do with Asian groceries, I looked it up and found that these are actually a Japanese thing. Called maneki-neko (which sort of translates into “beckoning cat”) these oddly friendly felines are considered good luck talismans. I don’t know. I have a real cat, and whenever he starts to wave at me like that it usually indicates an impending ambush.

There are also rows upon rows of sweets, too, both prepackaged and freshly made. These aren’t your typical kitty hellocandies and cakes, mind you. You have chocolate and strawberry Pocky Sticks, Green Bean Ice Bars, Purple Mochi Balls, and all sorts of squishy treats with names like Lychee Jelly Cup and Poo Poo Variety. Keeping the freshly rendered pork rectum in mind, I opted to pass on the Poo Poo Variety.

With this less-than-appetizing terminology stuck in my cranium, I got to thinking. How many other marketing words and slogans—perfectly appropriate and appealing in their native tongue—somehow fail to translate? So I hopped on my google horse, and here’s what I found:

  • It seems that the Pepsi slogan of some years back—“Come Alive!”—actually translated in a certain Chinese dialect into “Make Your Ancestors Come Out of the Grave!” That Pepsi packs a punch.
  • Coors once used the motto “Turn It Loose!” to ramp up sales, but apparently this hip saying translated into “Suffer from Diarrhea!” in some Spanish markets.
  • Pee ColaWhen good ol’ Coke was introduced overseas, some Chinese dialects rendered “Ke-kou-ke-la,” which was about as close to Coca-Cola as they could get, into “Bite the Wax Tadpole.” Yum.
  • When Kentucky Fried Chicken made the leap across the big pond, their slogan “Finger-lickin’ Good” came through in Chinese as “Eat Your Fingers Off.” Ouch.
  • The American Dairy Association, pleased with the hugely popular “Got Milk?” campaign, was flabbergasted to find when it exported the saying to Mexico, its initial translation appeared as “Are You Lactating?”
  • If Green Giant brand foods wondered why their first forays into the Arab markets didn’t go as planned, it may have been that the Arabic terminology for naughty soup“In the Valley of the Jolly, ho ho ho, Green Giant!” came across as “This is the Land of the Intimidating, uh uh uh, Green Ogre!” No Ogre Brand Peas for me, thank you.
  • Ah, and here’s a classic, from the days of the Ford Pinto. Seems that the braintrust of the Henry Ford folks couldn’t understand why they failed to move any of their hot, new Pintos in Brazil when they first put them on the market. Only after the fact did they discover that the word “pinto” is Brazilian slang for “tiny male genitals.” Yoiks. The Ford guys quickly and as discreetly as possible switched the car’s moniker in their Brazilian dealerships to Corcel, which means “Horse.”

Knowing all this—and understanding that the term in question surely means something delectable in the Asian world—I still can’t picture myself biting into anything of the Poo Poo variety.

Fart BarRoger White is a freelance writer living in Austin, Texas, with his lovely wife, two precocious daughters, a very fat dachshund, and a cat with Epstein-Barr. For further adventures, visit oldspouse.wordpress.com.

 

 

Advertisements

Pondering Life’s Little Scams, Schemes, and Swindles

7 Jul

by Roger White                                                                              

 

So I was standing in the shower attempting to loofah my stretch marks when one of wifey’s standing army of haircare products amassed on the shower shelf caught my eye. It was a shiny, dazzling thing, the color of polished gold. The container’s meant to grab your attention, you see, designed to stand apart from the plethora of shampoos and such that crowd the grocery shelves. Marketers never cease to amuse. Gold equals value, see, so this shampoo must be head and shoulders above the rest. Ouch, that was unintentional. So now that the golden suds caught my eye, I looked closer. I had to laugh—more superlatives and blatant hyperbole were crowded onto this little bottle of bubbles than a Barnum & Bailey circus poster.

photo

“Advanced,” “NEW,” “Total Repair,” “EXTREME,” “Emergency,” “Recovery,” “RAPID FIBER RENEWAL” (whatever that is)…and on and on. It’s as if the company’s advertising guys looked up every glowing adjective in the dictionary and simply pasted them all on the bottle. I snickered again, but then I realized, hey, it worked. It’s in my shower, ain’t it?

 

I pointed out all the grandiose gobbledygook to my wife when I exited the reading room and asked her if it was indeed the best haircare product she’d ever used. “Eh,” she said with a shrug. “It’s not that great.”

 

Ah, yes. This revelation got me pondering all the little cons and exaggerations and out-and-out flimflammery that we deal with on a daily basis. I believe we first got the idea that the scam was on as we moved from adolescence into young adulthood. This was about the time we witnessed the gradual, ever-so-subtle phenomenon known as the incredible shrinking product. Remember? Food staples such as hamburgers and candy bars slowly lost their heft over time, almost like magic.

 

gadzooksThe Big Macs and Hersheys of our youth didn’t merely appear larger back then because we were tykes; they’ve been carefully trimmed over the years. Picture your Hershey bar on a fulcrum, like a teeter-totter of corporate trickery; price goes up, product size goes down. Eventually, I suppose we’ll be shelling out $19.99 for a chocolate nibble the size of an unwell raisin. In that vein, corporate candy minds have already given us the “fun size” bar. Fun size. That’s marketing speak for “you pay us regular-size price, and we’ll give you tiny crumbs in a colorful, exciting package. Yay! Fun!”

 

The Mars Company did some more snipping just recently, shaving the size of its Snickers and Mars bars—merely for health reasons, mind you. “Having taken product reformulation as far as we can for now without compromising the great taste,” a company spokeslizard said, “we have reduced the portion size of Mars and Snickers to bring down the calories.” Right.

 

The soft drink guys did it, too, long ago—under the guise of moving to the metric system. If you’re old enough to recall, family-size cokes once came in one-gallon containers. Touting their shift to the sleek three-liter size bottle as a consumer-friendly move to a more efficient, easier-to-tote container—at the same price!—the cola industry failed to mention that customers were now getting precisely .793 of a gallon of coke for the gallon price. But what’s .207 of a gallon between friends?

 

It isn’t just at the grocery store, though. The scam is everywhere. Corporate lizards abound. If you don’t pay close attention to your wireless service bill, for example, you’ve probably been crammed. We were crammed recently, but thank goodness the wife caught it before it went on too long. In fact, T-Mobile just got slammed by the Federal Trade Commission for cramming. Sounds physically painful, I know, but cramming hits you only in the pocketbook. It’s the practice of stuffing hidden fees into your bill for services you didn’t request—hence the ugly terminology. It’s often difficult to spot the hidden fees because the wireless companies will not itemize them; rather, they’ll show up as “Use Charges” or some other ridiculous, nebulous category.

 

The list goes on. Premium gas, college textbooks, bottled water, anything and everything that movie popcorn manshows up on your hospital bill, automotive cabin air filters, shipping and handling (what the hell is handling, anyway?), hotel taxes, cable activation fees, time shares, movie snacks. It’s a mine field out there, people. It’s a dirty, slimy mine field full of lizards, to mix a metaphor or three.

 

I think I need another shower. Hey, this shampoo looks good…

 

Roger White is a freelance writer living in Austin, Texas, with his lovely wife, two precocious daughters, a very fat dachshund, and a self-absorbed cat. For further adventures, visit oldspouse.wordpress.com.