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
2019-09-18
96
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.
According to the passage, why did the laundry detergent ad fail in the Middle East?
选项
A、Because the advertiser is unaware of the Arabians’ need for detergent.
B、Because the advertisement is offensive to the Arabic religious belief.
C、Because the advertiser is ignorant of the reading habit of the Arabs.
D、Because the advertisement is mistakenly translated by the Arabs.
答案
C
解析
第6段末句明确表明阿拉伯人的阅读习惯是从右至左的,这与大多数国家的阅读习惯相反,由此可见,C为本题答案。
转载请注明原文地址:https://kaotiyun.com/show/J8W7777K
0
大学英语六级
相关试题推荐
A、Theblindfanscanprintthereproductionatanytime.B、The3-Dprintingtechnologyitusesiswidelyavailable.C、Itcannot
A、Ignoringthegeneralmeaningofthetext.B、Payinglittleattentiontotheprintingmistakes.C、Pursuingathoroughunderstand
A、Itsavestime.B、Itincreasesparkingcapacity.C、Itensuresdrivers’safety.D、Itreducescardamage.B
随着生活水平的提高,人们的营养状况得到改善,“发福者”日渐增多。肥胖(obesity)可不仅仅是影响人们的体型而已。研究发现,肥胖是一个特别重要的与生活方式有关的癌症决定因素。世界卫生组织的国际癌症研究机构(theInternationalAgency
A、Manufacturersdon’tlikeit.B、Medicaladsarenotallowedtodoit.C、Theycan’taffordthecost.D、Theycan’tmakepromises.
A、Launchingacampaigninspecialistmedicaljournals.B、AdvertisingmedicinesthatneedaprescriptiononTV.C、Makingnewspape
Inthe1920sAmericaenjoyedwhatwastobecomeknownas"anAgeofExcess".From1921-1929manufacturingoutputincreasedwith
随机试题
下列符号中表示点双列相关的是()
胸廓的弹性回缩力向外是在
在下列各血管中,血压波动幅度最大的是
女,13岁,发热伴右大腿疼痛2周,查体:精神委靡,患肢呈半屈曲位,皮温高,右大腿远端有压痛。WBC14×109/L,中性粒细胞占90%,股骨正侧位X线片可见干骺端骨质疏松及层状骨膜反应。可能性最大的诊断是
患者,男,22岁。头痛,以后头部为主,阵阵发作,痛如锥刺,时有胀痛,每当受风或劳累时疼痛加重,舌苔薄,脉弦。治疗应首选
患者,男性,45岁。护士为其静脉注射25%葡萄糖溶液时,患者自述疼痛,推注时稍有阻力,推注部位局部隆起,抽无回血,此情况应考虑是
根据有关规定,灭火器不论已经使用过还是未经使用,距出厂的年月已达规定限额时必须送维修单位进行水压试验检查。智宏公司的灭火器已经买了两年了,但现在不需要送维修单位进行水压试验检查。由此可见:
在页式存储管理中,系统提供一对硬件寄存器,它们是
下列构造方法的调用方式中,正确的是()。
LeavingHomeGenerally,mostpeoplehaveintheirmindsapictureoftheir"idealhome",butifyouarestudentsorpeopleju
最新回复
(
0
)