首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want t
The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want t
admin
2016-11-13
67
问题
The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive.
Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results.
Translation mistakes are at the heart of many blunders in international advertising.
General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn’t go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales "picked up" dramatically.
Marketing blunders have also been made by food and beverage companies. One American food company’s friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre".
When translated into German, Pepsi’s popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn’t rush out to buy Pepsi.
Successful international marketing doesn’t stop with good translations—other aspects of culture must be researched and understood if marketers are to avoid blunders.
When marketers do not understand and appreciate the values, tastes, geography, climate, superstitions, religion, or economy of a culture, they fail to capture their target market.
For example, an American designer tried to introduce a new perfume into the Latin American market but the product aroused little interest. The main reason was that the camellia used in it was traditionally used for funerals in many South American countries.
Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translations and more sensitive to the cultural distinctions.
The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders.
The process uses one person to translate the message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.
In designing advertisements for other countries, messages need to be short and simple. They should also avoid jokes, since what is considered funny in one part of the world may not be so humorous in another.
What does the word "blunder" mean in this passage?
选项
A、Hesitation.
B、Mistake.
C、Stutter.
D、Default.
答案
B
解析
根据blunder可首先定位到第3段,该段说“在国际广告中,翻译错误(translation mistakes)是许多blunders的核心”,这里提示了blunder应该相当于mistake的意思,然后结合下文中给出的例子,可以进一步确定B.Mistake为本题答案。A“犹豫”、C“口吃,结巴”、D“违约,缺席,缺乏”均不符合文意。
转载请注明原文地址:https://kaotiyun.com/show/09JK777K
0
专业英语四级
相关试题推荐
SurveysbyForresterResearchshowthatindividualsallovertheworldareusingcloudtechnologiestostoretheirpersonaland
TheInternationalMonetaryFund(IMF)isthemostpowerfulfinancialinstitutionontheplanet,capableofdictatingeconomicpoli
Decayingplantmaydoharmtoitsnearbycounterparts.Theunderlinedpartmeans______.
WhichofthefollowingitalicizedphrasesindicatesPURPOSE?
Whichofthefollowinghappenedin1812?
Winteristhe______seasonatmosthotelsinthisseasidetown,becauseveryfewtouristscometostay.
Fossilrecordsindicate______existinginthepasthavebecomeextinct.
A、Superiorandsubordinate.B、Interviewerandinterviewee.C、Girlfriendandboyfriend.D、Businesspartners.A
JapanandRussiacouldlosebetween______oftheirpopulationby2100.
Tomhopestobedischargedfromthehospitaltomorrow.Theunderlinedpartmeans______.
随机试题
下列关于语义场的表述,不正确的一项是
利多卡因用于表面麻醉时,成人一次限量为()
大面积烧伤的患者48小时内死亡的主要原因为
A.受检人群中每人口腔中平均龋、失、补牙数B.在调查期间某一人群中患龋病的频率,人口基数以百计算C.通常指至少在1年时间内,某人群新发生龋病的频率D.全口牙列均无龋的人数占全部受检查人数的百分率E.包括患根龋的数目和因根龋而充填的数目龋病发病率
张某以自有汽车为乙公司的债权提供抵押担保,未办理抵押登记。抵押合同约定:“在丙公司不付款时,乙公司有权就出卖该汽车的价款清偿自己的债权。”李某为这笔货款出具担保函:“在丙公司不付款时,由李某承担保证责任。”丙公司收到药材后未依约向乙公司支付120万元.乙公
脚手架必须按楼层与结构拉接牢固,拉接点垂直距离和水平距离分别不超过()m和()m。
工程质量事故处罚负有责任的注册执业人员的方式有()。
最佳的保险储备应该是使缺货损失、保险储备的储存成本以及保险储备的购置成本之和达到最低。()
甲公司是一家设备制造企业,常年大量使用某种零部件。该零部件既可以外购,也可以自制。如果外购,零部件单价为100元/件,每次订货的变动成本为20元,订货的固定成本较小,可以忽略不计。如果自制,有关资料如下:(1)需要购买一套价值为100000元的加工设备,
如图梯形ABCD的底边上有两个球M、N分别从A、B两点相向滚动,分别到达B、A两点之后保持静止。已知球N的速度是M的三倍,下列能正确反映BDN构成的三角形面积与ACM构成的三角形面积之比随球M位移变化的图象是(横轴为位移,纵轴为面积之比):
最新回复
(
0
)