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
2017-12-07
86
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.
It can be inferred that Chevrolet Nova______.
选项
A、was originally aimed at the market of Latin countries
B、suffered a severe sales slide in the Spanish market
C、did not have as good performance as Caribe
D、was popular outside the Spanish market
答案
B
解析
第2段首句中的costly表明GM遭受了巨大的经济损失,第2、3句说明了其原因:Nova在西班牙语中具有贬义,导致销售下降。由此可见,B为正确的推断。
转载请注明原文地址:https://kaotiyun.com/show/wOU7777K
0
大学英语六级
相关试题推荐
Forthispart,youareallowed30minutestowriteaninquiryletter.Youshouldwriteatleast150wordsbutnomorethan200w
AstudyconductedbyanAustralianscienceagencyhasdiscoveredsignsthatthecountry’sancientAboriginesmayhavebeenthew
AstudyconductedbyanAustralianscienceagencyhasdiscoveredsignsthatthecountry’sancientAboriginesmayhavebeenthew
AmericansEugeneFama,LarsPeterHansenandRobertShillerwontheNobelPrizeforeconomicsonMondayfordevelopingmethodst
AmericansEugeneFama,LarsPeterHansenandRobertShillerwontheNobelPrizeforeconomicsonMondayfordevelopingmethodst
Internationalairlineshaverediscoveredthebusinesstravelers,themanorwomanwhoregularlyjetsfromcountrytocountryas
Whenglobalwarmingfinallycame,itstuckwithavengeance(异乎寻常地).Insomeregions,temperaturesroseseveraldegreesinlesst
Ratherthanusingcustommachinetoolstobuildearlymodelsofnewparts,Fordisnowusing3-Dprintingtechnologytodesigna
A、Theyhaveagoodsenseofspace.B、Theyaremuchclevererthanothers.C、Theyaremoreinterestedinsports.D、Theyhaveagoo
A、Someonewhoalwaystalksabouthimself.B、Themostviolenttypeofco-workers.C、Someonewhostabsyourback.D、Themostcommo
随机试题
一个人到底是做出好的行为还是做出坏的行为,跟他生命的长短有关。如果他只活一天的话,他去偷人家东西是最好的,因为他不会遭受担心被抓住的痛苦。对于还能活20年的人来说,偷人家东西就不是最好的,因为他会遭受担心被抓住的痛苦。如果以下各项陈述为真,除哪项之外,
患儿女性,12岁,因“双下肢皮疹10天,腹痛、便血3天”入院。患儿10天前出现双下肢暗红色皮疹,可触及,压之不褪色,无痒感,无发热及其他不适。当地按照“过敏性皮炎”治疗后稍好转。3天前开始出现腹痛,阵发性,可以耐受,同时出现便中带血,为较新鲜的暗红色,量不
下列关于腮腺声像图特征中,错误的是
患者,男性,25岁。1周前发热,体温最高38.5℃,伴咽痛、咳嗽。近2天来感胸闷、憋气、头晕、乏力。查体:体温36.5℃,血压130/70mmHg,双肺呼吸音清,心率105次/分,律不齐。心电图示:室性期前收缩,二联律。有助于该病诊断的检查结果是
A米托坦B去氧皮质酮C泼尼松D醛固酮E氟氢可的松属于肾上腺皮质抑制药的是
农业部第278号公告规定,用于治疗牛病的兽用盐酸赛拉嗪注射液停药期为
某水利工程项目进展到第10周后,对前9周的工作进行了统计检查,有关统计情况见下表:问题:计算9周末的费用偏差CV与进度偏差SV,并对结果含义加以说明。
QFⅡ主体资格的认定,应当具备的条件有()。Ⅰ.申请人的财务稳健,资信良好,达到中国证监会规定的资产规模等条件Ⅱ.申请人的从业人员符合所在国家或者地区的有关从业资格的要求Ⅲ.实缴资本不少于3亿元人民币的等值可自由兑换货
【2015.江苏南通】教育的文化功能有哪些?
Forthispart,youareallowed30minutestowriteanessaybasedonthepicturebelow.Youshouldstartyouressaywithabri
最新回复
(
0
)