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
2024-04-11
19
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/3550125.html
相关试题推荐
Negotiationsworkwonders.Thisisparticularlysoininternationalbusiness
Negotiationsworkwonders.Thisisparticularlysoininternationalbusiness
Negotiationsworkwonders.Thisisparticularlysoininternationalbusiness
Negotiationsworkwonders.Thisisparticularlysoininternationalbusiness
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
Nowadaysmoreandmoreforeignenterprisesandcompaniesarenolongerrelyi
随机试题
______(从童年到成年的过渡)willalwaysbeacriticaltimeforeverybody.Thetransitionfr
HavingKidsMakesYouHappy?[A]When
TheNBAlockout(停工)didnotfinishonThursdaynight,butitwasnearlyanen
建设项目进度控制基本程序包括( )。A.保证进度计划的严肃性与约束力 B.进
私募股权投资基金投资项目估值的主要方法有()。 Ⅰ.相对估值法 Ⅱ.
保荐机构应当针对发行人的具体情况,确定证券发行上市后持续督导的内容,督导发行人履
关于肾盂造瘘管的护理不正确的是A:妥善固定 B:定时更换引流管和引流袋 C:
课程思政并非只是简单地在授课中加入思想政治教育内容,更不是___________
某储户2011年3月1日存入1000元,原定存期1年,假设存入时该档次月利率为9
劳动卫生法规是A.降低生产成本的依据 B.保障工人在安全卫生条件下劳动的行政管
最新回复
(
0
)