题目内容
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 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. 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. One way to prevent errors in advertising in different countries is to______.
查看答案
搜索结果不匹配？点我反馈
更多问题
In order to work here the foreigner needs a work permit, which must be (61) for by his prospective employer. The problem here is that the Department of Employment has the right to (62) or refuse these permits, and there is little that can be (63) about it, it would be extremely unwise (64) a foreign visitor to work without a permit, since anyone doing so is (65) to immediate deportation. There are some (66) to this rule, most notably people from the Common Market countries, who are (67) to work without permits and who are often given (68) residence permits of up to five years. Some (69) people, such as doctors, foreign journalists, authors and others, can work without (70) . The problem with the Act is not just that some of its rules are (71) but (72) it is administered, and the people who administer it. An immigration official has the power to stop a visitor (73) these shores coming into the country. If this happens the visitor has the (74) to appeal to the Immigration Appeal Tribunal. (75) the appeals are being considered, the visitor has no choice but to wait sometimes for quite a long time.
In order to work here the foreigner needs a work permit, which must be (61) for by his prospective employer. The problem here is that the Department of Employment has the right to (62) or refuse these permits, and there is little that can be (63) about it, it would be extremely unwise (64) a foreign visitor to work without a permit, since anyone doing so is (65) to immediate deportation. There are some (66) to this rule, most notably people from the Common Market countries, who are (67) to work without permits and who are often given (68) residence permits of up to five years. Some (69) people, such as doctors, foreign journalists, authors and others, can work without (70) . The problem with the Act is not just that some of its rules are (71) but (72) it is administered, and the people who administer it. An immigration official has the power to stop a visitor (73) these shores coming into the country. If this happens the visitor has the (74) to appeal to the Immigration Appeal Tribunal. (75) the appeals are being considered, the visitor has no choice but to wait sometimes for quite a long time.
The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money. Sometimes advertising is intentionally misleading. A few years ago a brand of bread was offered to dieters with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic (适合于节食的), but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf. On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising. Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision. The passage is mainly about______.
In order to work here the foreigner needs a work permit, which must be (61) for by his prospective employer. The problem here is that the Department of Employment has the right to (62) or refuse these permits, and there is little that can be (63) about it, it would be extremely unwise (64) a foreign visitor to work without a permit, since anyone doing so is (65) to immediate deportation. There are some (66) to this rule, most notably people from the Common Market countries, who are (67) to work without permits and who are often given (68) residence permits of up to five years. Some (69) people, such as doctors, foreign journalists, authors and others, can work without (70) . The problem with the Act is not just that some of its rules are (71) but (72) it is administered, and the people who administer it. An immigration official has the power to stop a visitor (73) these shores coming into the country. If this happens the visitor has the (74) to appeal to the Immigration Appeal Tribunal. (75) the appeals are being considered, the visitor has no choice but to wait sometimes for quite a long time.
微信支付 
支付宝支付