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lost in the translation

People for the Ethical Treatment of Animals (PETA) is running a campaign to get kids to stop drinking milk. The Orlando Sun-Sentinel reports that their slogan — “Dump Dairy” — acquired an unintended double meaning when translated to Spanish. (“Anti-milk campaign’s Spanish translation hits sour note” - 03/31/03)

A life-size cow has been visiting the nation’s middle schools, including some in Orlando, Hialeah and Tampa this month, passing out playing cards and frozen soy bars.

The heifer also totes a translated sign that is supposed to mean “Dump dairy” — but some say “Eche la leche” is slang for something else. The verb “echar” can also mean “to discharge” leading to some unfortunate consequences when combined with the word for milk.

“In Spanish, milk can also mean sperm, and well, you can imagine,” said Hialeah’s Palm Springs Middle School Principal Manny Ferrer, who declined to elaborate.

PETA officials were surprised by the suggestion. This time, the attention sparked by the campaign was a complete accident, they said.

“As a Spanish speaker I’ve never heard of that slang,” said William Rivas-Rivas, the campaign’s coordinator and traveling cow. “Never once has anyone said anything about that.”