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
考研
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
2011-02-25
48
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.
Which of the following statements can be used to summarize the gist from Paragraph 3 to Paragraph 6?
选项
A、Cultural shocks
B、Faulty translations
C、Avoid cultural oversights
D、Prevent blunders
答案
B
解析
第三段至第六段的大意就在第三段里可以找到,Translation mistakes are at the heart of many blunders in international advertising.句意为:错误是国际广告众多错误的根源。第四到六段举例说明这句话的含义,所以选B。
转载请注明原文地址:https://jikaoti.com/ti/537RFFFM
0
考研英语一
相关试题推荐
Inagamethemovesaresetupbeforehand.Inanon-gamesituationthemovesaresupposedtoariseoutofeventsasthesedevelo
Thefollowingparagraphsaregiveninawrongorder.ForQuestions41-45,youarerequiredtoreorganizetheseparagraphsintoa
Thirty-fiveyearsaftercomputerscientistsatUCLAlinkedtwobulkycomputersusinga15-footgraycable,testinganewwayfor
Thirty-fiveyearsaftercomputerscientistsatUCLAlinkedtwobulkycomputersusinga15-footgraycable,testinganewwayfor
Intheopeningparagraph,theauthorintroduceshistopicbyThepassageexplicitlyanswersthequestion
Theword"overwhelming"(Paragraph1)probablymeansItcanbeinferredfromthepassagethatthecompany
Mostofusthinkweknowthekindofkidwhobecomesakiller,andmostofthetimewe’reright.Boys(1)_____about85%ofall
Nothingapproachinglastweek’stollofdeathanddestructionhasvisitedEuropeanorU.S.shores,butthatdoesn’tmeantheyar
Scholarsandstudentshavealwaysbeengreattravelers.Theofficialcasefor"academicmobility"isnowoftenstatedinimpress
Withthedevelopmentoftheglobaleconomy,manycompaniesstatetheirbasicobjectiveofengaginginaworldwidemanufacturing
随机试题
拉夫.尼可拉斯研究发现,即使是积极地听对方讲话,听者也仅能记住讲话内容的不到()
急性肾盂肾炎的治愈标准是
A.弥漫性肝大,质韧,边缘钝,有压痛B.进行性肝大,质硬,边缘不整,压痛明显C.肝脏缩小,质硬,表面结节状,无压痛D.肝脏大,质软,表面光滑,无压痛E.肝脏明显大,质韧,表面光滑,肝一颈静脉回流征阳性肝癌患者肝脏触诊的特点是
企业应当在财务报表的显著位置至少披露的项目不包括()。
杨女士2006年与吴先生结婚,生一子小吴,婚后二人购买了一套两居室的房屋居住,2008年吴先生用家庭财产20万与朋友合伙成立了一家股份公司,占50%的股权。2012年二人起诉离婚,离婚时公司价值200万,房产价值150万,其他家庭资产80万。2013年杨女
物业服务合同的标的是物业服务企业提供的()物业服务。
当代一位犹太思想家的问题困扰了罗马教廷30年:一个基督教神职人员和一个普通信徒的灵魂是否都能进天堂?一个基督徒和一个其他宗教信徒的灵魂是否都能进天堂?一个有宗教信仰的人和一个无神论者的灵魂是否都能进天堂?如果有人的灵魂不能进天堂,则“上帝之爱”就不是普适的
Theulteriormotivesofwomenareimpossibletoguess.
计算机软件系统主要由______两部分组成。
下列程序段的执行结果为______。A="abcd"B="bcdc"E=Right(A,3)F=Mid(B,2,3)IfE<FThenPrintE+FElsePtintF+E
最新回复
(
0
)