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
2024-05-10
37
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] What is the best title for this article?
选项
A、Cultural Importance in Advertising.
B、International Companies’ Translation Mistakes.
C、Avoidance of Culture Oversights in Advertising.
D、Prevention of Translation Blunders.
答案
A
解析
全文举出多个广告翻译失败的案例,目的都是为了证明文化因素在广告翻译中的重要性,选项A指出了这个主题。
转载请注明原文地址:https://tihaiku.com/zcyy/3592740.html
相关试题推荐
Itisbecomingincreasinglyclearthatthestoryoftheglobaleconomyisa
Itisbecomingincreasinglyclearthatthestoryoftheglobaleconomyisa
Itisbecomingincreasinglyclearthatthestoryoftheglobaleconomyisa
[originaltext]Manyanalysts,energycompaniesandtheirinvestorsbelievet
Nowadays,wehearalotaboutthegrowingthreatofglobalisation,accompani
Nowadays,wehearalotaboutthegrowingthreatofglobalisation,accompani
Nowadays,wehearalotaboutthegrowingthreatofglobalisation,accompani
Nowadays,wehearalotaboutthegrowingthreatofglobalisation,accompani
Oneofthegreatestconcernsparentshavewhenfacinganinternationalmove
Oneofthegreatestconcernsparentshavewhenfacinganinternationalmove
随机试题
HorsemanshipReturnedA)Bridgeport,Calif.Themene
ShoppinghabitsintheUnitedStateshavechangedgreatlyinthelastquarte
2000年4月,()档案馆试办了全国首家文件档案资料服务中心。A.广东省深圳市
美是纯洁道德、丰富精神的重要源泉。下列关于美育的表述,错误的是( )。A.美育
如图4所示,玻璃管内封闭了一定质量的气体,气柱长度为ι,管内外水银面高度差为h。
注:1.农村金融机构包括农村商业银行、农村合作银行、农村信用社和新型农村
烙画古称“火针刺绣”,是一门传承千年的艺术。烙画以火为“墨”,用火烧热特制铁笔,
每张中成药处方可以开具的药品种类最多的是A.2种 B.3种 C.5种
下列要素中,属于麦肯锡公司提出的7s模型中软件要素的有()A.人员 B.制度
男,17岁,水肿1周,辅助检查:尿蛋白(+++),尿沉渣镜检:红细胞0~1/HP
最新回复
(
0
)