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
38
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.
The phrase "the catch phrase"(Line 2, Para. 5)has the closest meaning to ______.
选项
A、the promotion slogan
B、the marketing strategy
C、the secret recipe
D、the pleasant taste
答案
A
解析
本文讨论的是文化差异造成的翻译失误,从文中所举的例子可以知道,原文第4段和第5段讲的都是跨国公司的广告口号的翻译,另外,原文catch phrase后的finger licking food只是一个广告语,因此A是最贴切的理解。
转载请注明原文地址:https://kaotiyun.com/show/aVH7777K
0
大学英语六级
相关试题推荐
TheFrontierHeritageTheImpactoftheAmericanFrontier[A]AlthoughAmericancivilizationtookoverandreplacedthe
TheHistoryofChineseAmericans[A]ChinesehavebeenintheUnitedStatesforalmosttwohundredyears.Infact,theChines
PeoplewhospendalotoftimesurfingtheInternetaremorelikelytoshowsignsofdepression,BritishscientistssaidonWedn
ToliveintheUnitedStatestodayistogainanappreciationforDahrendorf’sassertionthatsocialchangeexistseverywhere.T
A、Howancientphilosophersmeasuredthedistancebetweenheavenlybodies.B、Howancientphilosophersexplainedthecauseofane
Thehugegrowthofglobal"ecotourism"industryisbecominganincreasingconcernforconservationistswithmountingevidencet
ItwasmusictomyearstohearthattheGovernment’schiefadviseron【C1】______,SusanJebb,wantsparentsto【C2】______fruitj
A、Environmentalinterventionsdidn’taffectintelligencelevels.B、Environmentalinterventionsraisedintelligencelevelsperman
ThereportfromtheBureauofLaborStatisticswasjustasgloomyasanticipated.UnemploymentinJanuaryjumpedtoa16-yearhi
A、Theyareverydangeroustothenearbycommunity.B、Theycanbringrarematerialstothesurface.C、Theyproducemoreheattot
随机试题
用K2Cr2O7配制的标准溶液()。
江流宛转绕芳甸,__________。(张若虚《春江花月夜》)
李斯的代表作是
患者,女,36岁,急性白血病,缓解期出现中枢神经系统白血病的主要原因是()
施工单位可以在尚未完工的建筑物内设置集体宿舍。
基准地价系数修正法的基本原理是采用()
根据卫生部,劳动和社会保障部公布的职业病目录,我国法定的职业病分为()。
中医蕴含着深邃的哲学智慧,它以阴阳五行作为理论基础,将人体看成是气、形、神的统一体,认为人由相互对立的阴阳二气构成,阴阳二气的动态平衡受到破坏就会发病,通过“望闻问切”四诊合参的方法,探求病因,论证论治,根据不同病因,既有同病异治,也有异病同治,中医把人体
建筑历史学家丹尼斯教授对19世纪早期铺有木地板的房子进行了研究。结果发现较大的房间铺设的木板条比较小房间的木板条窄得多。丹尼斯教授认为,既然大房子的主人一般都比小房子的主人富有,那么窄木条铺地板很可能是当时有地位的象征,用以表明房主的富有。以下哪项如果为真
Saks,611FifthAve.(MidtownEast/MurrayHill),near50thSt.,212-753-4000HoursMon-Wed,10am-7pro;Thu.10am-8pro;Fr
最新回复
(
0
)