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
2014-12-18
44
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.
Which of the following does the author most probably agree about the translation mistakes?
选项
A、Many international companies make translation mistakes in advertising.
B、Translation mistakes have the worst impact on a company’s marketing.
C、Translation mistakes are made due to the translators’ ignorance of cultural distinctions.
D、Word-for-word translation should be abandoned in order to avoid translation mistakes.
答案
C
解析
从全文举的例子来看,作者想要说明广告翻译要注重文化差异。另外,在末段的结论部分,首句提到现在广告公司对文化差异更敏感了,这就暗示作者认为以前广告公司不注意文化差异而造成了翻译的失误,由此可见,C为本题答案。
转载请注明原文地址:https://kaotiyun.com/show/Evm7777K
0
大学英语六级
相关试题推荐
Inrecentyears,researcheshavesuggestedmorehealthvaluefromvitaminDthanhadoncebeenthought.VitaminDis【C1】____
"Advertisinghasn’tchangedsincethe1960s,"saysRosenblum,thecofounderofa50-personagencycalledQuestusthatspecialize
A、Theyalwayscontainuselessinformation.B、Theycannotbeignored.C、Theywastealotoftime.D、Theyarealwayssoboring.B
A、Wealwaysusebodylanguagetoexpressourfeelings.B、Bodylanguagecanbecontrolledbyemotions.C、Emotionswillbeexpress
Go(围棋)isanancientAsiangame.Inrecentyears,computerexperts,particularlythose【C1】______inartificialintelligence,have
A、Youshoulddolittleexercises.B、Youshouldtakesomeofyourfavoritefoods.C、Youshouldalwayskeepondiet.D、Youshould
A、Industrialdevelopment.B、Theirownhealth.C、Theirchildren’sfuture.D、Soundenvironment.A短文提到,我们把“提高工业化”作为我们首要目标。所以A正确。选项为
AccompanyingIndia’sindustrialtransformationhasbeenanotherrevolutionofprofoundsignificance.Aproperty-owningmiddlecl
Theindustrialrevolutiondramaticallyaffectednewspapers.Boththenumbersofpapersandtheirpaidcirculations【B1】______rise
随机试题
下列加横线词语活用现象与其他三项不同的一项是()
当归芍药散的药物组成是
A.5年B.10年C.15年D.20年E.30年《医疗事故处理条例》规定,对60周岁以上的患者因医疗事故致残的,赔偿其残疾生活补助费的时间不超过
甲公司的股票上市文件公告以后,一些投资者提出质疑。下列哪些质疑有法律根据?
应当先履行债务的当事人,有确切证据证明对方经营状况严重恶化,可以()。
在全面教育中起着灵魂和核心的作用,起着保证方向和保持动力的作用的是()。
艺术舞蹈
设y=,求y’.
Itisexcitedtoapplyforajobthatreallyappealstoyou.【S1】______Inmakingyourapplication,therearethenum
交通阻塞
最新回复
(
0
)