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
2023-08-23
56
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] The phrase "the catch phrase"(Line 2, Para. 5)has the closest meaning to ______.
选项
A、the promotion slogan
B、the marketing strategy
C、the secret recipe
D、the pleasant taste
答案
A
解析
本文讨论的是文化差异造成的翻译失误,从文中所举的例子可以知道,原文第4段和第5段讲的都是跨国公司的广告口号的翻译,另外,原文catch phrase后的finger licking food只是一个广告语,因此A是最贴切的理解。
转载请注明原文地址:https://tihaiku.com/zcyy/2951601.html
相关试题推荐
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Whenglobalwarmingfinallycameitstuckwithavengeance(异乎寻常地).Insomer
Whenglobalwarmingfinallycameitstuckwithavengeance(异乎寻常地).Insomer
Whenglobalwarmingfinallycameitstuckwithavengeance(异乎寻常地).Insomer
Thereisnobettersymbolofthebenefitsofglobalizationthanthecontaine
Thereisnobettersymbolofthebenefitsofglobalizationthanthecontaine
Thereisnobettersymbolofthebenefitsofglobalizationthanthecontaine
StartupNuclearEnergyCompaniesAugurSafer,CheaperAtomicPowerA)N
StartupNuclearEnergyCompaniesAugurSafer,CheaperAtomicPowerA)N
StartupNuclearEnergyCompaniesAugurSafer,CheaperAtomicPowerA)N
随机试题
TheterroristsmighthaveplantedabombontheplaneinAthens,setto______whe
Themomentumisbuildingaheadofnextmonth’sG8summitinScotlandwheret
VegetarianismVegetarianism(素食主义)seemsmorepo
Oneofthebitterestandmosttime-worndebatesinstudentunionbarsupand
工程造价的计价按计算设备数量和工程量的依据分类,分为( )。A.可行性研究资料
A.交界痣 B.皮内痣 C.混合痣 D.蓝痣 E.黑色素瘤多发于儿童期、
记忆策略在学步幼儿阶段就已经结束了。
张丽莉,黑龙江省佳木斯市第十九中学的女教师。她热爱教育、关爱学生,多次被评为青年
A.病原体侵入机体后发生了免疫反应,但未引起明显的组织损伤 B.病原体引起了明
人员甄选工作对于一个组织来说是非常重要的,其主要原因不包括()。A.符合企业需
最新回复
(
0
)