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
77
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.
What is the best title for this article?
选项
A、Cultural Importance in Advertising.
B、International Companies’ Translation Mistakes.
C、Avoidance of Culture Oversights in Advertising.
D、Prevention of Translation Blunders.
答案
A
解析
全文举出多个广告翻译失败的案例,目的都是为了证明文化因素在广告翻译中的重要性,A指出了这个主题。
转载请注明原文地址:https://kaotiyun.com/show/eVH7777K
0
大学英语六级
相关试题推荐
Memoryappearstobestoredinseveralpartsofthelimbic(边缘的)systemofthebrain,andanyconditionthatinterfereswiththef
eBay[A]eBayisaglobalphenomenon—theworld’slargestgaragesale,onlineshoppingcenter,cardealerandauctionsitewit
A、Tropicalinsects.B、Decayedleaves.C、Treeresin.D、Birdfeathers.C细节题。题目问琥珀是如何形成的,根据Amberisreallyfossilizedtreeresin.可知
Asanyonewhohastriedtoloseweightknows,realisticgoal-settinggenerallyproducesthebestresults.That’spartiallybecau
A、15.B、50.C、Over15.D、Morethan50.D选项都是数字,猜测应该与数目有关。题目问的是有多少大学的招生处长在这份报告上签了字。文中提到超过50个大学的招生处处长在报告上签了字。由此可知,答案为D)。
ThereportfromtheBureauofLaborStatisticswasjustasgloomyasanticipated.UnemploymentinJanuaryjumpedtoa16-yearhi
A、Businessintelligence.B、Collectiveintelligence.C、Marketintelligence.D、Socialintelligence.D根据一份周末报道,快乐来源于“社交智力”。故选D)。
Wemightbelivingforlongerthanever,butwearesick.About95percentofpeoplehaveatleastonehealthcomplaint,witha
Amazon,corn’srecentannouncementthatsalesofe-booksattheonlinemegastorehadovertakensalesofhardcoverbookscameas
Innovation,theeffectiverecipeofprogress,hasalwayscostpeopletheirjobs.Overthepast30yearsthedigitalrevolutionh
随机试题
痰饮、悬饮、支饮、溢饮四者当如何鉴别?
一国政府不规定本国的官方汇率,外汇汇率是由外汇市场根据外汇的供求状况自发地决定的汇率制度是()
关于胆汁,描述错误的是
按化学结构分类合成镇痛药有
内爬升塔机的固定间隔不得小于()楼层。
主控项目检验内容中要用数据说明的包括()。
合成定蓝(还原靛蓝)()
ABC投资咨询公司正在进行投资组合的分析,该组合包含着2只股票:X和Y。X股票和Y股票的预期收益率分别为10%和13%,标准差分别是30%和40%。投资占比各为50%。ABC的分析师经过计算之后得出,该投资组合的标准差为35%。ABC公司是否应该接受该投资
在教育学中,________是指儿童个体生长发育的一种状况,指个体的生理和心理机能与能力都达到比较完备的阶段。
1.03,2.05,2.07,4.09,(),8.13
最新回复
(
0
)