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
2018-10-16
48
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/YVH7777K
0
大学英语六级
相关试题推荐
HowtheCIAWorks[A]DespiteplentyofHollywoodfilmsabouttheCIAanditsspies,manypeoplestilldon’tknowwhattheag
HowtheCIAWorks[A]DespiteplentyofHollywoodfilmsabouttheCIAanditsspies,manypeoplestilldon’tknowwhattheag
FindYourHeart’sDesireandRealizeYourPotential[A]Oneofthemostwonderfulandexcitingfactsaboutyourlifeisthat
LatinoyouthsneedbettereducationforArizonatotakefulladvantageofthepossibilitiesthen-explodingpopulationoffers.Ar
A、Theyarealwaysmadeofstone.B、Theyarepaintedinbrightcolors.C、Theycontainmovingparts.D、Theymakeuseofholes.D细节
LatinoyouthsneedbettereducationforArizonatotakefulladvantageofthepossibilitiestheirexplodingpopulationoffers.A
A、Arockclimber.B、Apsychologist.C、Aresidentdoctor.D、Acareerconsultant.B短文开头作者说:作为心理学家,我们需要问自己……故正确答案为选项B)。
Asanyonewhohastriedtoloseweightknows,realisticgoal-settinggenerallyproducesthebestresults.That’spartiallybecau
Wemightbelivingforlongerthanever,butwearesick.About95percentofpeoplehaveatleastonehealthcomplaint,witha
Innovation,theeffectiverecipeofprogress,hasalwayscostpeopletheirjobs.Overthepast30yearsthedigitalrevolutionh
随机试题
下列说法中错误的是
收料单、领料单、工资费用分配表、折旧计算表是属于通用凭证。()
除注册验资的临时存款账户转为基本存款账户和因借款转存开立的一般存款账户外,存款人开立银行结算账户,自正式成立之日起()个工作日后,方可使用该账户办理付款业务。
计算已获利息倍数时分母的利息费用,指的是计入财务费用的各项利息。()
甲公司为增值税一般纳税人,适用的增值税税率为16%,商品售价中均不含增值税。销售商品和提供劳务均符合收入确认条件,其成本在确认收入时逐笔结转。2018年12月,甲公司发生如下交易或事项:(1)1日,与乙公司签订为期3个月的劳务合同,合同总价款为300万元
“凡最近数十年来有志革新之士,莫不讴歌欧美,力求步趋。……迷于彼而忘其我,拘于貌而忽其情。反观祖国,凡彼之所盛自张扬而夸道者,我乃一无有。于是中国自秦以来两千年,乃若一冬蛰之虫,生气未绝,活动全失。”钱穆的上述观点的核心是()。
铜胎掐丝珐琅的俗名是()。
明暗相邻的边界上,看起来亮处更亮,暗处更暗了,这是()。
For each blank, choose the best answer from the four choices and write down on the answer sheet.(11)is a protocol that a host us
Sportsandgamesmakeourbodiesstrong,preventusfromgettingtoofat,andkeepushealthy.Butthesearenottheironlyuse.
最新回复
(
0
)