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
医学
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
2013-12-06
33
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 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 used one person to translate a 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.
One way to prevent errors in advertising in different countries is to______.
选项
A、fire the translators who don’t know the target language
B、use the technique called "literal translation" to reduce the possibility of blunders
C、avoid cultural oversights and avoid certain jokes
D、explain in details when designing advertisement for other countries
答案
C
解析
整个原文都在强调做生意时不要忽视他国文化,文章最后又指出要避免使用玩笑,一个国家的幽默在另一个国家不见得会得到赞同。
转载请注明原文地址:https://kaotiyun.com/show/4MU3777K
本试题收录于:
医学博士外语题库考研分类
0
医学博士外语
考研
相关试题推荐
Cultureshockmightbecalledanoccupationaldiseaseofpeoplewhohavebeensuddenlytransplantedabroad.Likemostailments,
Thisisthe______inwhichtheorganismlivesmosteffectively.
A、Thelicensinghourshavebeenextended.B、Oldpeoplearenotallowedtodrinkinpubs.C、Childrenarenotallowedyettodrink
Iwasinvitedtopresentalecturetoaclassofgraduatenurseswhowerestudyingthe"PsychosocialAspectsofAging."Istar
Thereiscurrentlyabroadanewwaveofappreciationforbreadthofknowledge.Curriculaatuniversalitiesandcollegesandprog
TheUniversityintransformation,editedbyAustralianfuturistsSohailInayatullahandJenniferGidley,presentssome20highly
A、Patientstreatedwithvenomwerestunglessfrequently.B、Immunotherapywaseffectiveforallpatients.C、Immunizationtookpl
MalariainfectioninAfricanpopulation______tocallTcellimmunodeficiencies.
Physicsandchemistryhavefurnishedthetechniquesforbiologiststotaketheexplorationoflifetoitslogicalconclusion.Th
A、Headaches.B、Insomnia.C、Respiratoryproblems.D、Digestiveproblems.C题目问的是“根据英国心理学家,规律地写日记者更容易经历什么,除了________。”由定位句可知,他们更容易头疼
随机试题
为成人进行胸外心脏按压时,应使胸骨下陷
患者肢体关节串痛,屈伸不利,每遇阴雨天加重,舌苔薄白,脉弦。方选患者关节肿痛,下肢麻木,阴雨变天或过劳后加重,苔白腻,脉濡。方选
与类风湿性关节炎发病无关的是
一般采用下列何项参数来分析地基的长期稳定性:
学生按政策就近入学,各校办学是有计划地按需进行,适龄者都可享有受教育权利,校际之间不受竞争影响。这体现了学校组织的哪一种特征()
下列关于Serv-UFTP服务器配置的描述中,正确的是()。
Accordingtothenews,thevictimwas______.
Japanesemanagersdonotviewthemselvesashavingalltheanswers.Whenasubordinatebringsinaproposal,themanagerneithera
【S1】【S4】
______(要不是他们救了我们),wewouldhavebeendrownedinthecoldriver.
最新回复
(
0
)