首页
登录
职称英语
The increase in global trade means that international companies cannot affo
The increase in global trade means that international companies cannot affo
游客
2024-05-29
14
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 "nova", 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,选项C为本题答案。
转载请注明原文地址:https://tihaiku.com/zcyy/3611028.html
相关试题推荐
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffo
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffo
You________________________(无论多么不小凡都不为过)whenyoudriveacar.cannotbetoocar
Thenumberofparentsteachingtheiroffspringathomewillincreaseifthe
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursu
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursu
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursu
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursu
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursu
Itisacommonplaceamongmoraliststhatyoucannotgethappinessbypursu
随机试题
Classificationgivessignificance【C1】______unrelatedandconsequentlymean
Myfather’sreactiontothebankbuildingat43rdStreetandFifthAvenuein
SupposeyouweretravellingtoSoutheastAsiaonacruiseship.Youhads
金融工作的永恒主题是()A.深化金融改革 B.服务三农和小微企业 C.
五行中火的“所胜”是( )。A.水 B.木 C.土 D.金 E.火
下列不属于Ⅱ类环境的是A:婴儿室 B:重症监护病房 C:注射室 D:产房
电磁力引起的振动:当铁磁共振时,()倍的磁密度的增加将导致励磁电流电压互感器的
体现教师职业与其他职业根本不同的是()。 A.教书育人B.为人师表 C.
20世纪70年代起,中国科学家()第一个开发出可以广泛种植的杂交水稻,大幅提高了
( )就是每个职业人的第一战场,是时间管理的行为标志。A.办公室 B.办公桌
最新回复
(
0
)