首页
登录
职称英语
The increase in global trade means that international companies cannot affor
The increase in global trade means that international companies cannot affor
游客
2024-05-10
58
管理
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. [br] Which of the following does the author most probably agree about the translation mistakes?
选项
A、Many international companies make translation mistakes in advertising.
B、Translation mistakes have the worst impact on a company’s marketing.
C、Translation mistakes are made due to the translators’ ignorance of cultural distinctions.
D、Word-for-word translation should be abandoned in order to avoid translation mistakes.
答案
C
解析
从全文举的例子来看,作者想要说明广告翻译要注重文化差异。另外,在末段的结论部分。首句提到现在广告公司对文化差异更敏感了,这就暗示作者认为以前广告公司不注意文化差异而造成了翻译的失误,由此可见,选项C为本题答案。
转载请注明原文地址:http://tihaiku.com/zcyy/3592739.html
相关试题推荐
ItcanbeinferredthatMichaelTenet’sattitudetowardglobalizationisprobabl
Theworldisundergoingtremendouschanges.Theriseofglobalization,both
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursuin
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursuin
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursuin
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursuin
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursuin
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursuin
随机试题
Onehundrednewbookstallsthatwillsellnewspapersaswellasbookshavebe
Whoisthewoman?[br][originaltext]M:Excuseme,areyouSallyHarrison’ssi
平键的剖面尺寸b×h是根据()从标准中查取。A.传递转矩的大小 B.载荷特性
根据《建筑工程绿色施工评价标准》GB/T50640-2010,绿色施工是指在保证
锅炉和省煤器安全阀的定压和调整应符合规定。锅炉上装有两个安全阀时,其中的一个按表
失水时表现为神志恍惚、尿少、尿比重降低,属于( )。A.等渗性脱水 B.低渗
为了解大学生创业情况,调查者对5名创业成功的大学生进行了访问和详细调查。这种调查
单项评价方法是以国家、地方的有关法规、标准为依据,评定与估价各评价项目的下列哪项
关于侵占罪的认定(不考虑数额),下列哪些选项是错误的?A:甲将他人停放在车棚内未
某工程合同工期为13个月,绘制的工程网络计划计算工期为10个月。经综合分析确定的
最新回复
(
0
)