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
2017-12-07
56
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 "no va", 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.
Even a company with an excellent international track record like Kentucky Fried Chicken is not immune to the perils of faulty translation. Many sales were lost when the catch phrase "finger licking food" became "eat with your fingers off’ in Chinese translation.
A manufacturer of one laundry detergent also made an expensive mistake in the Middle East. Its advertisements showed a picture of a pile of dirty clothes on the left, a box of the company’s detergent in the middle, and clean clothes on the right. Unfortunately, the message was incorrectly interpreted because most people looked at it from right to left, the way Arabic is read.
Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation 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 uses 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.
What is the best title for this article?
选项
A、Cultural Importance in Advertising.
B、International Companies’ Translation Mistakes.
C、Avoidance of Culture Oversights in Advertising.
D、Prevention of Translation Blunders.
答案
A
解析
全文举出多个广告翻译失败的案例,目的都是为了证明文化因素在广告翻译中的重要性,A指出了这个主题。
转载请注明原文地址:https://kaotiyun.com/show/8OU7777K
0
大学英语六级
相关试题推荐
AstudyconductedbyanAustralianscienceagencyhasdiscoveredsignsthatthecountry’sancientAboriginesmayhavebeenthew
AstudyconductedbyanAustralianscienceagencyhasdiscoveredsignsthatthecountry’sancientAboriginesmayhavebeenthew
Webuybooks,andthentheywaitforustoreadthemDays,months,evenyears.Booksare【C1】______That’sOKforbooks,butnotf
Inthe1920sAmericaenjoyedwhatwastobecomeknownas"anAgeofExcess".From1921-1929manufacturingoutputincreasedwith
Ifyoudidn’tknowanybetter,youmightthinkthatStar,Snuppy,CCandANDiwerejustabunchofinterestingnames.You’donly
A、Itwassetupinthatyear.B、Itjoinedwithanothercompany.C、Itsent10,000peopleabroad.D、Itrecruitedalotofnewstaf
A、Physicalexamination.B、Laboratorytests.C、Medicalhistory.D、Complextechnology.C录音接着讲到医生为何要学会倾听,原因就是“医生能够做出正确诊断,其中75%有价值的信
A、For2weeks.B、For10weeks.C、For2months.D、For3months.A
A、Filmsmostexcitingforthemtosee.B、Filmticketssuitabletobuy.C、Showingtimeofthefilms.D、Variouswaystogetfilmt
随机试题
咳嗽咳痰并伴有杵状指(趾)的是
急性粒细胞白血病可见
2003年某县发生急性出血性结膜炎流行,当地有关部门采取了相应措施,其措施有效的是
2016年7月15日,B工厂正在生产的梳麻车间、前纺车间和准备车间的联合厂房突然发生亚麻粉尘爆炸起火。一瞬间,停电停水,当班的450名职工大部分被围困在火海之中。经及时抢救,多数职工脱离了危险区。B厂的除尘系统采用布袋除尘,金属管道输送亚麻粉尘。
下列费用项目中,应计入人工日工资单价的有()。【2015年真题】
每个人的应对行为类型具有一定的倾向,倾向性构成了六种应对方式在个体身上的不同组合,其中“退避—自责”组合为()。
在社会主义国民经济中起主导作用的经济是()。
中世纪将宗教教育和武士教育合为一体的教育是()
Whatdoesthewomanmean?
孙武是春秋末期(thelateSpringandAutumnPeriod)杰出的军事家(strategist)。他所著的《孙子兵法》(SunZi’sArtofWar)是中国古代最著名的兵书,也是世界上现存最早的兵书。《孙子兵法》现存13篇
最新回复
(
0
)