When a French company promoted cologne in China, it named it "opium", hoping that people in China could resist the temptation of cologne just like opium. To his surprise, such translation is a huge mistake. For China people, the word "opium" has brought great embarrassment and humiliation. Everyone in China hates this word from the bottom of his heart. As a result, when the cologne named "Opium" appeared in the China market, it encountered unprecedented embarrassment. China people strongly protested the name. They insisted that it was a great humiliation. In the end, the brand was banned from entering the China market for violating the trademark law of China. This is because the company did not understand China people's hatred of "opium", thus unintentionally hurting the national self-esteem of the public in China.

Therefore, in advertising translation, it is necessary to have a deep understanding of the traditional culture of the destination country to avoid misunderstanding and loss.