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
2016-04-01
33
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://jikaoti.com/ti/ILJFFFFM
0
大学英语六级
相关试题推荐
Asenseofselfdevelopsinyoungchildrenbydegrees.Theprocesscanusefullybethoughtofintermsofthegradualemergence
Aboutacenturyago,theSwedishphysicalscientistArrheniusproposedalowofclassicalchemistrythatrelateschemicalreacti
TryingtooHardCanSlowNewLanguageDevelopmentA)Neuroscientistshavelongobservedthatlearningalanguagepresentsadiffe
RelationshipTalkingPoints:SpeakYourSpouse’sLanguageA)AnnaandMikePetersonrecentlyhaddinnerattheirfavouritesteakh
LessNews,MuchBetterA)Inthepastfewdecades,thefortunateamongushaverecognizedthehazardsoflivingwithanoverabund
Britainmaynotalwayscheck【C1】______properly,butitissadlygoodaterectingotherbarriersinfrontofpeoplewhowanttov
HowtoCureJetLagA)Jetlagisexhausting,disorientating,andcanevenmakeyouloseyourappetite.B)AccordingtoAir&Spac
Volcanoesaretheultimateearth-movingmachinery.Eruptionshaveriftedcontinents,raisedmountainchains,constructedislands
A、Becauseitisrelatedwithpopsongs.B、Becauseitisbothsimpleandinexpensive.C、Becauseyoudon’tneedamastertoteach
A、Sheisanengineer.B、Sheisamathematician.C、Sheisthemanagerofacompany.D、Sheisanartist.A此题中出现了很多关于职业的选项。只要正确捕捉信息
随机试题
审慎监管就是监管当局要()评估银行机构的风险。
诊断恶性肿瘤的主要根据是
症见身目发黄,黄色较淡而不鲜明,食欲不振,肢体倦怠乏力,食少腹胀便溏,心悸气短,舌淡苔薄,脉濡细,治法应为:
患儿8个月,3天高热,咳嗽频繁。查体:138℃,精神萎靡,呼吸困难,肺部闻及细湿哕音,心率快,胸片示两肺有多发性小脓肿,血象WBC30.0×109/L,N0.90。最可能的诊断为
关于滴丸有关叙述错误的是
刑罚的主刑包括()。
商鞅,姓公孙,是()的没落贵族。
Thetextismainlyabout______.Whatisthemainpointthewriteristryingtomakeinthelastparagraph?
Well,therewasamanhereoncebythenameofJimSmiley,inthewinterof1849—ormaybeitwasthespringof1850.Anyway,he
A、Tooslowforadifficultbookthoughjustrightforanon-seriousone.B、Tooslowforanon-seriousbookbuttoofastforadi
最新回复
(
0
)