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
57
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.
We can learn from the context in Paragraph 9 that the word "camellia" most probably mean
选项
A、an animal used in perfume for its smell
B、a piece of fabric used both in perfume and at funerals
C、a flower used in perfume for its fragrance and used for funerals
D、an ornament used in perfume and at funerals
答案
C
解析
语义题。根据题干信息定位到原文第九段尾句。本段首句指出new perfume进入拉美市场但引起的little interest。used in后的it指代上一句的new perfume,在new perfume中使用的东西应该是香型和原料。故答案为C。
转载请注明原文地址:https://jikaoti.com/ti/uX6YFFFM
0
考博英语
相关试题推荐
Seariseasaconsequenceofglobalwarmingwouldimmediatelythreatenthatlargefractionoftheglobelivingatsealevel.Nea
Sincethecouplecouldnot______theirdifferences,theydecidedtogetadivorce.
AnOhioStateUniversitystudyhaslinkedbehaviorinyoungchildren【C1】______thetypeofjobtheirmotherhas.Motherswithcom
Generally,acomputerisanydevicethatcanperformnumericalcalculations.Currently,【C1】______,thetermusuallyrefers【C2】__
Generally,acomputerisanydevicethatcanperformnumericalcalculations.Currently,【C1】______,thetermusuallyrefers【C2】__
ThementalhealthmovementintheUnitedStatesbeganwithaperiodofconsiderableenlightenment.DorotheaDixwasshockedtof
Itwasafoolishquestiontoask.It【61】moresenseformetohavelearnedifshehad【62】orapointofview,butitwas【63】forth
Therearegreatcareersinwhichtheincreasingemphasisisonspecialization.Youfindthesecareersinengineering,inproduct
AtleastsincetheIndustrialRevolution,genderroleshavebeeninastateoftransition.Asaresult,culturalscriptsaboutm
随着经济的发展和物质生活的丰富,广告在日常生活中变得越来越重要了。广告提供产品的最新信息。没有广告,消费者就不能尽快地了解附近的商店里都有什么新商品。广告有助于市场的发展,因为货卖得越多,价格就越便宜。广告还为报纸、杂志、广播电台和电视台等单位带来经济效益
随机试题
下列抗真菌药物中,当肝功能和肾功能出现障碍时不需要调整给药剂量的是
常规对女性不孕症,有关卵巢功能的检查中,下列哪项是不必要的
欲对有200个数据的定量资料编制频数分布表描述其分布特征,在分组时,其组段数宜选择
后张法有粘结预应力施工中,孔道的留设可采用的方法有()。
某厂新建一条大型汽车生产线建设工程,内容包括:土建施工、设备安装与调试、钢结构工程、各种工艺管道施工、电气工程施工等。工程工期紧,工程量大,技术要求高,各专业交叉施工多。通过招标确定该工程由具有施工总承包一级(房建、机电)资质的A公司总承包,合同造价为15
如果注册会计师发现可能不具备或不能获得执业行为所必须的胜任能力.则会计师事务所应当采取以下()防范措施消除不利影响或将其降至可接受的水平。
人均GDP越高的国家,其交通就越安全。然而,人均GDP水平相当的国家,其交通危险性的级别也可能不同。一个最惊人的例子就是比利时和荷兰。两围的人均GDP相同,两国为邻国,甚至共用一种语言,但在比利时驾车更危险。答案是:腐败程度。根据反腐败组织“透明国际”公布
研究者在研究报告中应该呈现()。
Today’slowinflationandsteadygrowthinhouseholdincome______intomorepurchasingpower.
HospitalityAnAmericanfriendhas【T1】______youtovisithisfamily.Butif【T2】______anAmerican’shomebefore,maybeyou’
最新回复
(
0
)