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
2016-12-18
37
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/hJF7777K
0
大学英语六级
相关试题推荐
Forthispart,youareallowed30minutestowritealetterapplyingforadmissiontoWashingtonUniversity.Youshouldwriteat
I’vetwicebeentocollege-admissionswars,andasIsurveythebattlefield,somethingdifferentishappening.It’sone-upmanshi
Robabankandyouriskalongstretchinjail.Runabankwhosedubiousbehaviorleadstoglobaleconomiccollapseandyourisk
Phew,whatarelief.ItseemsthattheRoyalShakespeareCompanyandShakespeare’sGlobewon’thavetochangetheirnamesanyti
Thetrendtowardsmallerfamiliesmaynotbeasmodernaswethink,either.Althoughwomengatherershadfourorfivechildren,
HowExerciseCouldLeadtoaBetterBrain[A]Thevalueofmental-traininggamesmaybespeculative,asDanHurleywritesinhis
BusinessIdeas[A]Whatmakesabusinessideagood?Haveyoueverthoughtyouhadagreatideaforabusinessbutdidn’tdoanyth
It’sabrandnewworld—aworldbuiltaroundbrands.Hard-charging(价格不菲的),noise-making,culture-shapingbrandsareeverywhere.T
Inameretwoyears,theproportionofteenagerswhoexpecttobefinanciallydependentontheirparentsuntiltheirmid-20shas
A、Theusers’commentonmedicineisnotalwaysreliable.B、Adsofover-the-counterproductsarenotallowed.C、Theclaimofany
随机试题
水肿首先出现于身体下垂部位,多见于
患者女,26岁,农民。因无明显诱因出现烦躁、焦虑、抑郁、怀疑被人议论和被害5个月,2月前出现四肢近端阵发性发绀,腕、足、踝关节红、肿、热、痛并指端发麻,进行性出现皮肤变黑、色素沉着、双侧颜面部呈对称性皮疹,口唇色素沉着并增厚,面部及四肢皮肤红斑、脱发,间歇
善于治痰多咳喘气急,兼能润肠通便的是
“物之所在地法”为常见的国际私法冲突规范中的系属公式,在涉外物权法律适用中,不能适用该系属公式的情形为:()
计算机网络中,LAN网指的是()。
下列账户的明细账账页格式应采用三栏式的是( )。
当旅游团内出现纠纷,全陪或领队与旅游者之间产生矛盾时,地陪应及时介入,合理协调。()
某银行资金交易部最新报告指出,从国内宏观调控的需要看,只有人民币持续不断地加息,才能从根本上控制经济扩张的冲动,避免资产泡沫的出现和破灭;如果人民币不加快升值,那么人民币流动性无法根治,利率偏低的状况无法纠正,资产泡沫就有可能越吹越大。据此,可以
甲、乙在离婚时约定,任何一方在离婚后不得再婚。该约定属于()。
Howeverimportantwemayregardschoollifetobe,thereisnodenyingthefactthatchildrenspendmoretimeathomethaninth
最新回复
(
0
)