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
26
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只是一个短语,该段讨论的是这个短语的翻译,因此选项A是最贴切的理解。
转载请注明原文地址:https://tihaiku.com/zcyy/2976471.html
相关试题推荐
Wehaveacrisisonourhands.Youmeanglobalwanning?Theworldeconomy?N
Wehaveacrisisonourhands.Youmeanglobalwanning?Theworldeconomy?N
Wehaveacrisisonourhands.Youmeanglobalwanning?Theworldeconomy?N
[originaltext]Drivingaloneinacarincreasesglobaltemperaturesinthel
He______(被阻止出庭作证),sohecannotuncoverthetruth.waspreventedfromgivingevid
[originaltext]AninternationalconferencetookplaceinDakar,Senegal,to
Globalwarming,afterall,isn’tjustabouthottersummers.Astheearth’st
Globalwarming,afterall,isn’tjustabouthottersummers.Astheearth’st
Globalwarming,afterall,isn’tjustabouthottersummers.Astheearth’st
TheInternet,e-commerceandglobalizationaremakinganeweconomicerapos
随机试题
[originaltext]Ourenvironmentisbeingpollutedfasterthannatureandman’
SentencecompletionCompletethesentencesbelow.WriteNOMORETHANTWOWORDS
WhenaScottishresearchteamstartledtheworldbyrevealing3monthsagoth
______thelivingroomallday,Ifeelverytirednow.A、PaintedB、HadpaintedC、H
()是指在生产经营过程中某产业部门的总产出所直接消耗的某产品部门货物或服
按照惯例,下述各项风险中,属业主应承担的是()。A:合同条款矛盾的风险 B:设
数据组中各数值与其均值离差平方的平均数是()。A.标准差 B.中位数 C.
工程项目管理难度最大的阶段是工程项目的( )。 A.实施阶段 B.策划阶
施工单位对列入建设工程概算的安全作业环境及安全施工措施所需费用,应当用于()A、
关于注册商标有效期的说法,正确的是( )。(2015真题) A.10年
最新回复
(
0
)