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
2024-09-16
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 "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.
Successful international marketing doesn’t stop with good translations—other aspects of culture must be researched and understood if marketers are to avoid blunders.
When marketers do not understand and appreciate the values, tastes, geography, climate, superstitions, religion, or economy of a culture, they fail to capture their target market.
For example, an American designer tried to introduce a new perfume into the Latin American market but the product aroused little interest. The main reason was that the camellia used in it was traditionally used for funerals in many South American countries.
Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translations and more sensitive to the 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 the 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.
In designing advertisements for other countries, messages need to be short and simple. They should also avoid jokes, since what is considered funny in one part of the world may not be so humorous in another. [br] The best title of this passage might be
选项
A、Culture Is Very Important in Advertising.
B、Avoid Cultural Misunderstanding between Nations.
C、Overcome Cultural Shock in Different Countries.
D、Advertisements Reflect Various life Styles.
答案
A
解析
考查文章主题。本文主要讨论广告如何在不同的文化中取得正面理想的效果,第l、2段已点明了本文要讨论的主题,抓住“advertising”、“Understanding the language and culture of target markets”以及“one of the keys to successful international marketing”等关键信息,并不难得出A“文化在做广告宣传中十分重要”项符合文意,为本题答案。本文从头到尾都是在讲广告宣传的问题,B和C完全没有提到“广告宣传”这一信息,故可以排除;D虽然提到了advertisements,但是完全歪曲了本文的主旨,故也可排除。
转载请注明原文地址:https://tihaiku.com/zcyy/3760742.html
相关试题推荐
ThefollowingarealldynamicverbsEXCEPTA、rain.B、speak.C、belong.D、increase.
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffor
Thisprojectwould_____ahugeincreaseindefensespending.A、resultB、assureC、e
WhichisNOTshowinganincreasethisyear?[br][originaltext]Arecordnum
WhichisNOTshowinganincreasethisyear?[originaltext]Arecordnumberof
ThenewtechnologicalrevolutioninAmericannewspapershasbroughtincreased__
PASSAGEONE[br]Whyhasn’tthefur-sealpopulationincreased?Becauseofoverfis
随机试题
()多媒体阅览室()外文原版区[br]()视听资料室()网上检索
Skipthatthirdhelpingofroastbeef,savetheplanetanddoyourheartaf
[originaltext]Sunday,2ndNovember,willremaininmymemorybecauseIdid
Oncetheydecidedtohavechildren,MiShelandCarlMeissnertackledthenex
简要解释亚当·斯密的“税收原则”
本身不具生物活性,须经体内代谢活化后才具活性的维生素是A.维生素C B.维生素
某社区出现了几例子女虐待老人的事件,在该社区产生了很大的负面影响。社会工作者小李
CDM是自动柜员机的简称,持卡人自助操作办理取款、账户余额查询等业务。( )
(2021年真题)甲盐矿为增值税一般纳税人,其占用土地中,矿井用地450000平
图示为三角形单元体,已知ab、ca两斜面上的正应力为σ,剪应力为零。在竖正面bc
最新回复
(
0
)