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
2013-01-20
73
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 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.
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.
The best title of this passage might be ______.
选项
A、Culture Is Very Important in Advertising
B、Avoid Cultural Misunderstanding between Nations
C、Overcome Cultural Shock in Different Countries
D、Advertisements Reflect Various Life Styles
答案
A
解析
通读全文可知文章主要讨论广告如何在不同的文化中取得正面理想效果,归纳时应抓住文化和广告这两点,符合题意的只有A。
转载请注明原文地址:https://kaotiyun.com/show/NZ2O777K
0
考博英语
相关试题推荐
AproposedRussianbanonEuropeanUnionmeatexportscouldjeopardizeRussia’saspirationstojointheWorldTradeOrganization
Tidesarecreatedmainlybythepullofthemoonontheearth.Themoon’spullcauseswaterintheoceanstobealittledeeper
Theboardofthecompanyhasdecidedto______itsoperationtoincludeallaspectsoftheclothingbusiness.
Outputisnowsixtimesitwasbeforeliberation.
Forthispart,youshouldwriteacompositiononthetopicOnInformationSecurity(信息安全问题).Youshouldwriteatleast200words.
Amongthemanysubjectsinschool,mathematicsisprobablythemost______,dependingleastonastudent’sbackgroundandcultur
(66)Applicationfilesarepiledhighlythismonthincollegesacrossthecountry.(67)Admissionsofficersareporingessaysan
Theybelievedthatthemerchantshadconspiredtounderminethenation’seconomicindependence.
In____IwishIhadthoughtaboutalternativecoursesofaction.
Sincetheenergycrisis,thesebigcarshavebecomearealliability.Theycosttoomuchtorun.
随机试题
A.照常活动,但应避免体力劳动,增加午休时间B.限制活动,多卧床休息C.加强锻炼,提高耐力D.绝对卧床休息,限制探望E.逐步离床,在室内缓步走动心功能一级患者()
男性,84岁,左半结肠切除术后第一天,呼吸困难。查体:神清,心率116次/分,呼吸36次/分,四肢活动自如,血气分析pH7.32,Pa023.6kPa(27mmHg),PaaCO6.27kPa(47mmHg),右肺呼吸音明显减弱,右肺可闻少量干性啰音及
工程咨询合同谈判时,可以选用或参考FIDIC编写的合同文本是()。
某工程设备安装阶段,需要使用起吊能力为lO吨的吊车进行大型永久设备的吊装。承包商与设备租赁公司签订施工机械租赁合同时,应依据《建设工程安全生产管理条例》,要求该设备租赁公司提供()。
残疾人社会工作是围绕残疾人个人、家庭、群体以及相关的社会组织和社区开展的( )活动。
认知重建特别适用于下列哪些情况:()。
Thetopicofvirtualviolenceinvideogamesresultinginreallifeaggressionhaslongbeencontroversial—andmanycourtshave
Inthetwodecadesbetween1910and1930,overtenpercenttotheBlackpopulationoftheUnitedStateslefttheSouth,whereth
Identicaltwinspossessexactlythesamesetofgenes.Yetastheygrowolder,theymaybegintodisplaysubtledifferences.The
中国特色社会主义
最新回复
(
0
)