首页
登录
职称英语
The increase in global trade means that international companies cannot afford
The increase in global trade means that international companies cannot afford
游客
2025-04-23
34
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 "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 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.
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. [br] 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:http://tihaiku.com/zcyy/4049968.html
相关试题推荐
TheInternationalCommitteeoftheRedCrosssaysitwillneednearly$650
ManyUnitedStatescompanieshave,unfortunately,madethesearchforlegal
ManyUnitedStatescompanieshave,unfortunately,madethesearchforlegal
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
ItisknownthatmoreandmoreuniversitiesinChinaareseekingtoincrease
Thelawofprivateinternationaltribunalswithrespecttoconflictsofinte
Thelawofprivateinternationaltribunalswithrespecttoconflictsofinte
随机试题
Idon’tthinkthefilmisworth________.A、toseeB、tobeseenC、seeingC固定搭配。be
IntheUnitedStatesintheearly1800’s,individualstategovernmentshadm
你认识昨天做讲座的那个人吗?Doyouknowthemanwhogavealectureyesterday?
[originaltext]W:Wehaven’thadanythingfunforalongtime.Howaboutgoings
Theonlysurvivorofashipwreckwaswasheduponasmall,uninhabitedislan
出版资源中的人才资源一般不包括( )。A.特约编辑 B.发行人员 C.作者
以下关于下岗失业人员小额担保贷款的说法,正确的有( )A.期限最长不超过2年
就整体而言,经济全球化导致的城市体系结构重组,在垂直性地域分工体系的区位分布上出
下列选项中,不属于贷款定价方式的是()A、目标利润定价法 B、风险加成法
甲公司是一家制造业企业,每股营业收入40元,销售净利率5%,与甲公司可比的3家制
最新回复
(
0
)