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
2023-08-17
51
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] According to the passage, why did the laundry detergent ad fail in the Middle East?
选项
A、Because the advertiser is unaware of the Arabians’ need for detergent.
B、Because the advertisement is offensive to the Arabic religious belief.
C、Because the advertiser is ignorant of the reading habit of the Arabs.
D、Because the advertisement is mistakenly translated by the Arabs.
答案
C
解析
第6段末句明确表明阿拉伯人的阅读习惯是从右至左的,这与大多数国家的阅读习惯相反,由此可见,C为本题答案。
转载请注明原文地址:https://tihaiku.com/zcyy/2933866.html
相关试题推荐
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
Largecompaniesneedawaytoreachthesavingsofthepublicatlarge.The
随机试题
Mostofushaveformedanunrealisticpictureoflifeonadesertisland.We
“汉语桥”比赛旨在激发各国学生学习汉语的兴趣及加强世界对汉语和中国文化的了解。The"ChineseBridge"Competitionaimsto
YoumayhaveheardtherumorPerryisdoingbetterinhiscampaignperformances
Thegreatestrecentsocialchangeshavebeen【C1】______thelivesofwomen.
下列广义积分中发散的是()。A. B. C. D.
FTP客户上传文件时,通过服务器20端口建立的连接是()。A.建立在TCP
进行有效的成本偏差控制,成本分析是()。A、中心 B、目的 C、目标
(2020年真题)根据《证券法》,关于收购人未按照本法规定履行上市公司收购的公告
某二级于线公路上一座标准跨径为30m的单跨简支梁桥,其总体布置如图7-5 所示
根据《行政复议法实施条例》,经复议机构同意,复议申请可以依法撤回。下列关于复议申
最新回复
(
0
)