Translators working for multinational corporations must be sensitive to subtleties in the connotations of words and focus on translating ideas, not the words themselves. A classic case is KFC$$s initial translation of $$Finger Lickin$$ Good$$ into Chinese, which came out as the far less appetizing $$Eat Your Fingers Off.$$ Similarly, the original translation of Pillsbury$$s Jolly Green Giant for the Saudi Arabian market was $$intimidating green ogre.$$ Firms can reduce the chances that they are sending the wrong message to their customers by using a technique known as $\_$