My Yahoo! Years, Part 5: Branding Faux Pas or Branded as Moral Pygmies

Part of: Behind the Search

Yahoo! was created by Jerry Yang and David Filo while they were studying at Stanford University and began as “Jerry’s Guide to the World Wide Web.” In the spring of 1994, it was renamed Yahoo!, and by 1995, it was incorporated.

According to Wikipedia, they selected the name because it came from Jonathan Swift’s “Gulliver’s Travels” and meant rude, unsophisticated and uncouth. This hardly sounds like a good choice for a consumer product.

As a brand name, what does Yahoo! stand for? Unlike Google, Yahoo! has a landing page that offers news, weather and other things like information on movies. While the landing page for other countries is similar, the offerings are not the same. Yahoo! for America and Japan have extensive information on their movie Web sites. Go to France or Mexico and you’ll see a marked difference.

On the Yahoo! landing page for France if you look up Maurice Chevalier, you’ll find a brief paragraph:

Chanteur, "Valentine" (1928)... "Prosper" (1935)... "Ma pomme" (1936)... "Ah ! si vous connaissiez ma poule" (1938)... Si le cinéma français l'a beaucoup boudé, les producteurs américains ont élus le gars de Ménilmuche "The French Lover"...

If you try the U.S. version, you’ll find much more in the way of a biography. Besides that, there is information about awards.

Yahoo! in Mexico and Argentina do not currently have a movie sections where you can look up information. They do have an entertainment section with a movie subsection.

Yahoo! Mexico has an English entry for Carlos Saura’s Goya in Bordeau and oddly, it is in English.

Set in the early 1800s, a tale told in flashbacks by an 82-year-old Spanish artist Francisco Goya, living in exile with the last of his lovers, Leocadia Zorilla de Weiss, and reconstructs the main events of his life for this daughter Rosario. One by one the mysteries surrounding the artist's life are unraveled to unveil the dreams and demons that drove him into exile and are so passionately displayed in his life works.

There is no searchable movie database for the Yahoo! Argentina Web site.

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Article Author: Purple Tigress

Former theater critic for the LA Weekly and Los Angeles Times . For the last five years, an editing slave at a dot-com but recently laid off. Currently an under-employed freelance writer and artist.

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