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
2024-04-16
32
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] According to the passage, why did the laundry detergent ad fail in the Middle East?
选项
A、Because the advertiser is unaware of the Arabians’ need for detergent.
B、Because the advertisement is offensive to the Arabic religious belief.
C、Because the advertiser is ignorant of the reading habit of the Arabs.
D、Because the advertisement is mistakenly translated by the Arabs.
答案
C
解析
第6段末句明确表明阿拉伯人的阅读习惯是从右至左的,这与大多数国家的阅读习惯相反,由此可见,C为本题答案。
转载请注明原文地址:https://tihaiku.com/zcyy/3557244.html
相关试题推荐
Fiveoutoftenoftheworld’slargestfoodcompaniesareaggressivelyexplo
Fiveoutoftenoftheworld’slargestfoodcompaniesareaggressivelyexplo
Fiveoutoftenoftheworld’slargestfoodcompaniesareaggressivelyexplo
Fiveoutoftenoftheworld’slargestfoodcompaniesareaggressivelyexplo
Fiveoutoftenoftheworld’slargestfoodcompaniesareaggressivelyexplo
Fiveoutoftenoftheworld’slargestfoodcompaniesareaggressivelyexplo
[originaltext]We’vejustseentwocontemporarylargebirdsthatcannotfly:
[originaltext]We’vejustseentwocontemporarylargebirdsthatcannotfly:
Foreignaidisanimportantpartofinternationaleffortstoreducepoverty.
Foreignaidisanimportantpartofinternationaleffortstoreducepoverty.
随机试题
There______notimeleft,wehadtochangeourplan.A、beingB、hadC、wouldbeD、ha
FranceandSpain,whileactuallyvery______,shareacommonreputationforam
Patientstendtofeelindignantandinsultedifthephysiciantellsthemhec
关于安全带的使用,下列选项正确的有( )。A.安全带使用前应进行检查 B.安
事故处理方案确定后,由()指令施工单位按既定的处理方案实施对质量缺A.施工单位
下列发明人或者设计人作出的发明创造,属于职务发明创造的有( )。A.某纺织研究
直接剪切试验是测定土的抗剪强度指标值的一种方法,根据《公路土工试验规程》(JTG
5A级旅游景区要求其年接待海内外旅游者()万人次以上。A.50 B.60 C
3岁前的儿童的记忆一般不能永久保持的现象称之为______,和幼小儿童大脑皮质的
企业固定资产采取加速折旧方法的,可以采取以下方法()。A.双倍余额递减法
最新回复
(
0
)