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
2014-01-13
64
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 used 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.
One way to prevent errors in advertising in different countries is to______.
选项
A、fire the translators who don’t know the target language
B、use the technique called "literal translation" to reduce the possibility of blunders
C、avoid cultural oversights and avoid certain jokes
D、explain in details when designing advertisement for other countries
答案
C
解析
细节推理题。根据题干关键词way to prevent errors定位到原文第十一段。原文中的the targetlanguage and its idiomatic usage与选项C中的cultural对应,reduce the possibility of blunders与选项C中的avoid certain jokes对应。故答案为C。
转载请注明原文地址:https://kaotiyun.com/show/lBQO777K
0
考博英语
相关试题推荐
Watchababybetweensixandninemonthsold,andyouwillobservethebasicconceptofgeometrybeinglearned.Oncethebabyha
Inrecentyearsmanycountriesoftheworldhavebeenfacedwiththeproblemofhowtomaketheirworkersmoreproductive.Some
Lovecan’tconquerall.So,beforecouplestietheknot,theyshouldknowwhatthey’regettinginto.Thetabooagainstcouplesl
Thevegetativeformsofmostbacteriaarekilledbydryinginair,althoughthedifferentspeciesexhibitpronounceddifferences
ThebearisaclassicandenduringAmericansymbolforthebenevolentwild.Wetendtothinkwellofbears,viewingthemaslarg
ThebearisaclassicandenduringAmericansymbolforthebenevolentwild.Wetendtothinkwellofbears,viewingthemaslarg
Duringthenormaldevelopmentofself,achildisaffectedbycertaininfluentialfactors.1._____.Infantsformanattachmentwi
ThoughIhadtriedtoexplainitasclearlyaspossible,myexplanationseemednotto______.
NickYoung创立了中国发展简报,并编辑英文版本,他说,上周多位北京警方和地方统计局的官员告知他该刊物进行了“未经批准的调查”,因此被认为违反了有关收集统计数据的1983年法律。杨先生说,在该刊物发行的十几年中,当局并未提供颁布此法令的明确
The______emphasisonexamsisbyfartheworstformofcompetitioninschools.
随机试题
已知某手工氩弧焊焊机持续负载工作16h需要休息4h,求该焊机的负载持续率。
固定床反应器具有反应速度快、催化剂不易磨损、可在高温高压下操作等特点,床层内的气体流动可看成()
简述地域文化对统一文化的作用。
A.绝对不应期B.相对不应期C.超常期D.低常期Na+通道失活的时相是
女,32岁,经前或经期.大便泄泻,脘腹胀满,神疲肢倦,经行量多,色淡质稀,平时带下量多,色内质稀,无臭气,舌淡胖,苔白腻,脉濡缓。治疗选择
项目目标评估一般采用()。
下列属于营业线施工安全协议基本内容的是()。
有以下程序:#include<stdio,h>voidswap1(intc0[],inte1[]){intt;t=c0[0];c0[0]:c1[0];c1[0]=t;}voidswap2(int*c
MarcoPolocametoChina
【1】【2】
最新回复
(
0
)