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
2023-09-01
15
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] It can be inferred that Chevrolet Nova _____.
选项
A、was originally aimed at the market of Latin countries
B、suffered a severe sales’ slide in the Spanish market
C、did not have as good performance as Caribe
D、was popular outside the Spanish market
答案
B
解析
第2段首句中的costly表明GM遭受了巨大的经济损失,第2、3句说明了其原因:Nova在西班牙语中具有贬义,导致销售下降。由此可见,选项B为正确的推断。
转载请注明原文地址:https://tihaiku.com/zcyy/2976470.html
相关试题推荐
Infaceoftheevolvingglobaleconomy,theauthorsuggeststhattheemphasisin
Theglobaleconomyboomedinthe1960s,__________(以年均5.5%的速度增长).growingatana
Themostnoticeabletrendamongtoday’smediacompaniesisverticalintegrat
Themostnoticeabletrendamongtoday’smediacompaniesisverticalintegrat
[originaltext]Formanyinternationalstudents,comingtotheUnitedStatesa
Itdawnsonhimthathecannotsucceedallonhisown______(不管机会看起来是如何难得).nom
[originaltext]Somethinghappenedinthe1970’s:thepriceofoilincreased
[originaltext]Somethinghappenedinthe1970’s:thepriceofoilincreased
[originaltext]Somethinghappenedinthe1970’s:thepriceofoilincreased
Oneofthegreatestconcernsparentshavewhenfacinganinternationalmove
随机试题
Imagineyouwenttoarestaurantwithadate;hadaburger,paidwithacred
×年×月×日14时07分,某市煤气公司液化气站的400m3液化石油气球罐发生破裂
Hesaidsomeharshwordsabouthisbroth
2020年11月,经统计可知,北京轨道交通路网运营线路达23条,总里程699.3
野生动物之间因病毒入侵会暴发传染病,最新研究发现,热带、亚热带或低海拔地区的动物
《关于贯彻(国务院关于深化改革严格土地管理的决定)的通知》(建规[2004]18
下列关于与基层墙体、装饰层之间无空腔的建筑外墙外保温系统的做法中,错误的有(
商业银行应制定跨行业类别、跨时期分配操作风险损失的标准,对于反映在商业银行的信
学习环境管理策略是属于学习策略的( )策略。 A.认知策略 B.元认知策略
A.肾气 B.肾精 C.先天之精 D.后天之精 E.肾阴肾精所化之气称为
最新回复
(
0
)