{"id":29344,"date":"2026-07-14T15:09:05","date_gmt":"2026-07-14T22:09:05","guid":{"rendered":"https:\/\/www.latmultilingual.com\/blog\/transformer-une-erreur-de-traduction-en-occasion-de-marketing\/"},"modified":"2026-07-14T15:16:36","modified_gmt":"2026-07-14T22:16:36","slug":"transformer-une-erreur-de-traduction-en-occasion-de-marketing","status":"publish","type":"post","link":"https:\/\/www.latmultilingual.com\/fr\/blog\/transformer-une-erreur-de-traduction-en-occasion-de-marketing\/","title":{"rendered":"Transformer une erreur de traduction en occasion de marketing"},"content":{"rendered":"

Tout a commenc\u00e9 par une veste.<\/span><\/p>\n

Au d\u00e9but du mois, une description d\u2019article sur le site Web d\u2019Adidas Chine rendait l\u2019expression \u00ab faire des courses \u00bb par \u00ab \u5728\u57ce\u91cc\u529e\u4e8b \u00bb, ce qui signifie en gros \u00ab r\u00e9gler des affaires en ville \u00bb. \u00c0 proprement parler, l\u2019expression n\u2019\u00e9tait pas erron\u00e9e, mais, pour les lecteurs chinois, elle avait une consonance \u00e9trangement bureaucratique, loin de ce \u00e0 quoi on s\u2019attendrait d\u2019un texte faisant la promotion de v\u00eatements de sport. Presque imm\u00e9diatement, les m\u00e8mes sont apparus, inondant RedNote (Xiaohongshu) avant que l\u2019affaire puisse \u00eatre discr\u00e8tement \u00e9touff\u00e9e. <\/span><\/p>\n

La suite rend l\u2019histoire int\u00e9ressante. Au lieu de publier un rectificatif et de passer \u00e0 autre chose, l\u2019\u00e9quipe d\u2019Adidas en Chine a jou\u00e9 la carte de l\u2019humour, r\u00e9pondant aux utilisateurs avec un sens de la r\u00e9partie et une aisance culturelle qui semblaient tout \u00e0 fait naturels sur la plateforme. La marque a m\u00eame plaisant\u00e9 au sujet de ses propres origines, dans une petite ville allemande, transformant ce qui aurait pu \u00eatre une op\u00e9ration d\u00e9fensive en une r\u00e9action empreinte d\u2019autod\u00e9rision, voire charmante. <\/span><\/p>\n

\"\"<\/p>\n

De gauche \u00e0 droite : 1) la page originale o\u00f9 la traduction a \u00e9t\u00e9 rep\u00e9r\u00e9e; 2) une publication du compte officiel d\u2019Adidas <\/span>sur RedNote r\u00e9agissant \u00e0 ce moment viral; 3) m\u00e8mes partag\u00e9s par des utilisateurs de RedNote; 4) publication RedNote de Li Xian, acteur et ambassadeur d\u2019Adidas, portant un t-shirt inspir\u00e9 du m\u00e8me.<\/span> <\/span><\/p>\n

L\u2019erreur elle-m\u00eame aurait pu \u00eatre \u00e9vit\u00e9e<\/b> <\/span><\/h3>\n

D\u2019abord, une pr\u00e9cision importante : cette situation t\u00e9moigne de ce qui peut arriver quand on publie une traduction sans la soumettre \u00e0 une r\u00e9vision professionnelle. Le r\u00e9sultat est compr\u00e9hensible, mais culturellement inadapt\u00e9. <\/span><\/p>\n

\u00ab Faire des courses \u00bb (ou \u00ab running errands \u00bb dans la version originale) \u00e9voque une attitude l\u00e9g\u00e8re et d\u00e9contract\u00e9e en anglais. \u00ab \u5728\u57ce\u91cc\u529e\u4e8b \u00bb renvoie une image diff\u00e9rente, \u00e0 caract\u00e8re plus formel, presque administratif, qui semble d\u00e9plac\u00e9e dans la description d\u2019un article de sport. <\/span>La traduction rend le sens, mais pas le ton. <\/b> <\/span><\/p>\n

Le chinois est une langue de nuances. Les plus l\u00e9g\u00e8res diff\u00e9rences dans le choix des mots peuvent modifier le registre d\u2019une phrase d\u2019une mani\u00e8re qui reste imperceptible jusqu\u2019\u00e0 ce qu\u2019un locuteur natif la lise. Une expression qui semble naturelle et courante dans une langue peut para\u00eetre guind\u00e9e ou \u00e9trangement particuli\u00e8re une fois transpos\u00e9e. C\u2019est pr\u00e9cis\u00e9ment cet \u00e9cart, entre ce qui est techniquement correct et ce qui semble r\u00e9ellement appropri\u00e9 aux yeux du public, qui fait toute la diff\u00e9rence lorsqu\u2019on fait appel \u00e0 des services professionnels de traduction et de r\u00e9vision de localisation. <\/span><\/p>\n

Les traducteurs d\u2019exp\u00e9rience ne font pas que transposer les mots. Ils analysent le contexte, tiennent compte de la plateforme et se demandent si le message a une consonance naturelle pour ses destinataires. Dans le cas de contenus qui s\u2019adressent \u00e0 la client\u00e8le, qu\u2019il s\u2019agisse d\u2019une description de produit, d\u2019un texte publicitaire ou de tout autre \u00e9l\u00e9ment v\u00e9hiculant la voix de la marque sur un nouveau march\u00e9, ce niveau de jugement professionnel est plus qu\u2019un simple atout. Le cas ci-dessus illustre le caract\u00e8re essentiel de cette \u00e9tape de r\u00e9vision. <\/span><\/p>\n

Pour faire passer le message, il faut comprendre la culture<\/b> <\/span><\/h3>\n

La r\u00e9action d\u2019Adidas Chine devant la situation m\u00e9rite d\u2019\u00eatre salu\u00e9e en soi. La marque a rapidement pris la mesure du probl\u00e8me, r\u00e9pondu sur un ton qui semblait naturel aux utilisateurs de RedNote et transform\u00e9 un moment inattendu en v\u00e9ritable engagement. La r\u00e9ussite de ce genre de r\u00e9action n\u2019est pas aussi \u00e9vidente qu\u2019on pourrait le croire. <\/span><\/p>\n

Il faut en effet une r\u00e9elle ma\u00eetrise culturelle et une profonde compr\u00e9hension du fonctionnement de ces plateformes, mais il faut aussi avoir le pouvoir d\u2019agir rapidement. <\/span>Lorsque la prise de d\u00e9cision est d\u00e9connect\u00e9e de la connaissance du march\u00e9, les r\u00e9actions ont tendance \u00e0 arriver alors que la conversation a d\u00e9j\u00e0 \u00e9volu\u00e9.<\/b> <\/span><\/p>\n

Cette le\u00e7on s\u2019applique \u00e0 bien des situations, au-del\u00e0 des crises. La communication quotidienne des marques sur des plateformes comme RedNote, WeChat, Weibo et Douyin ob\u00e9it \u00e0 sa propre logique. Ce qui fonctionne sur Instagram se transpose rarement tel quel. Ce qui semble authentique \u00e0 un public chinois sur une plateforme peut \u00eatre per\u00e7u diff\u00e9remment sur une autre. Pour s\u2019y retrouver, on ne peut se contenter d\u2019observer le march\u00e9 de l\u2019ext\u00e9rieur : il faut des personnes qui le comprennent parfaitement. <\/span><\/p>\n

Concr\u00e8tement…<\/b> <\/span><\/h3>\n

Pour les marques internationales pr\u00e9sentes en Chine, le cas d\u2019Adidas est utile en ce qu\u2019il rappelle que la traduction de qualit\u00e9<\/a><\/b><\/span> et l\u2019expertise en marketing<\/a><\/b><\/span> ne sont pas des silos, mais des comp\u00e9tences interreli\u00e9es : toute lacune dans l\u2019une ou l\u2019autre se r\u00e9v\u00e8le rapidement. Les marques qui les combinent sont mieux plac\u00e9es pour communiquer avec clart\u00e9 avec les consommateurs chinois, gagner leur confiance et \u00e9tablir des liens durables avec eux. <\/span><\/p>\n

Plusieurs \u00e9tapes d\u2019assurance de la qualit\u00e9 sont n\u00e9cessaires pour confirmer la justesse linguistique avant de publier du contenu. Une traduction professionnelle et une rigoureuse r\u00e9vision de localisation aident \u00e0 faire en sorte que les campagnes de marketing restent en ligne avec les objectifs. <\/span><\/p>\n

Adidas Chine a bien g\u00e9r\u00e9 la situation, mais il ne faut pas oublier la le\u00e7on la plus importante \u00e0 tirer de cette histoire : le probl\u00e8me aurait d\u00fb \u00eatre d\u00e9tect\u00e9 avant le lancement.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Un r\u00e9cent incident survenu chez Adidas Chine illustre l\u2019importance de faire appel \u00e0 des services de traduction et de localisation professionnels qui poss\u00e8dent une expertise dans le march\u00e9 et portent une attention constante \u00e0 la qualit\u00e9.<\/p>\n","protected":false},"author":91,"featured_media":29345,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[747,154],"tags":[],"class_list":["post-29344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-chinois","category-traduction-et-localisation"],"metadata":{"_encloseme":"1","_last_translation_edit_mode":"native-editor","_wpml_media_duplicate":"1","_wpml_media_featured":"1","_yoast_wpseo_primary_category":"154","authorsure_include_css":"","_top_nav_excluded":"","_cms_nav_minihome":"","_wp_page_template":"default","_yoast_wpseo_title":"Erreur de 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