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
2024-03-13
33
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,B为正确的推断。
转载请注明原文地址:https://tihaiku.com/zcyy/3530148.html
相关试题推荐
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
EruptinginSeptember2008,theglobalfinancialcrisishas26foradecade.Aft
EruptinginSeptember2008,theglobalfinancialcrisishas26foradecade.Aft
Itseemstobealawinthetechnologyindustrythatleadingcompaniesevent
Itseemstobealawinthetechnologyindustrythatleadingcompaniesevent
Itseemstobealawinthetechnologyindustrythatleadingcompaniesevent
Itseemstobealawinthetechnologyindustrythatleadingcompaniesevent
Itseemstobealawinthetechnologyindustrythatleadingcompaniesevent
随机试题
Scientistsclaimthatairpollutioncausesadeclineintheworld’saveragea
Bearisagroupofmammals(哺乳动物)distinguishedbyalarge,strongbody;pow
如何对中学生进行人生自我规划?
火灾报警控制器应安装牢固,不应倾斜;安装在轻质墙上时,应采取加固措施。
A.口腔黏膜斑 B.咳嗽气促,疹色紫暗 C.热退咳嗽,疹点依次渐回 D.发
具有益气生津,敛阴止汗功用的方剂是A、生脉散 B、清暑益气汤 C、六一散
下列关于有限责任公司股权转让的表述中,正确的有:A、股东向股东以外的人转让股权,
开展社区文化活动必须有场地,()是社区文化活动的基本保障。A:硬件设施B:资金
新建商品住宅项目招标人应当在()完成物业管理招投标工作。A:售前30日 B:售
以下各项所得适用超额累进税率形式的有( )。 A.财产租赁所得 B.综合所
最新回复
(
0
)