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Until recently most historians spoke very critically of the Industrial Revolution. They (31) that in the long run industrialization greatly raised the standard of living for the (32) man. But they insisted that its (33) results during the period from 1740 to 1840 were widespread poverty and misery for the (34) of the English population. (35) contrast, they saw in the preceding hundred years from 1640 to 1740, when England was still a (36) agricultural country, a period of great abundance and prosperity. This view, (37) , is generally thought to be wrong. Specialists (38) history and economics, have (39) two things: that the period from 1640 to 1740 was (40) by great poverty, and that industrialization certainly did not worsen and may have actually improved the conditions for the majority of the populace.
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Until recently most historians spoke very critically of the Industrial Revolution. They (31) that in the long run industrialization greatly raised the standard of living for the (32) man. But they insisted that its (33) results during the period from 1740 to 1840 were widespread poverty and misery for the (34) of the English population. (35) contrast, they saw in the preceding hundred years from 1640 to 1740, when England was still a (36) agricultural country, a period of great abundance and prosperity. This view, (37) , is generally thought to be wrong. Specialists (38) history and economics, have (39) two things: that the period from 1640 to 1740 was (40) by great poverty, and that industrialization certainly did not worsen and may have actually improved the conditions for the majority of the populace.
The rise of multinational corporations (跨国公司), global marketing, new communications technologies, and shrinking cultural differences have 1ed to an unparalleled increase in global public relations or PR. Surprisingly, since modem PR was largely an American invention, the U.S. leadership in public relations is being threatened by PR efforts in other countries. Ten years ago, for example, the world’s top five public relations agencies were American-owned. In 1991, only one was. The British in particular are becoming more sophisticated and creative. A recent survey found that more than half of all British companies include PR as part of their corporate (公司的) planning activities, compared to about one-third of U.S. companies. It may not be long before London replaces New York as the capital of PR. Why is America lagging behind in the global PR race First, Americans as a whole tend to be fairly provincial and take more of an interest in local affairs. Knowledge of world geography, for example, has never been strong in this country. Secondly, Americans lag behind their European and Asian counterparts (相对应的人) in knowing a second language. Less than 5 percent of Burson-Marshall’s U.S. employees know two languages. Ogilvy and Mather has about the same percentage. Conversely, some European firms have half or more of their employees fluent in a second language. Finally, people involved irt PR abroad tend to keep a closer eye on international affairs. In the financial PR area, for instance, most Americans read the Wall Street Journal. Overseas, their counterparts read the Journal as well as the Financial Times of London and The Economist, publications not often read in this country. Perhaps the PR industry might take a lesson from Ted Turner of CNN(Cable News Network). Turner recently announced that the word "foreign" would no longer be used on CNN news broadcasts. According to Turner, global communications have made the nations of the world so interdependent that there is no longer any such thing as foreign. What lesson might the PR industry take from Ted Turner of CNN
Until recently most historians spoke very critically of the Industrial Revolution. They (31) that in the long run industrialization greatly raised the standard of living for the (32) man. But they insisted that its (33) results during the period from 1740 to 1840 were widespread poverty and misery for the (34) of the English population. (35) contrast, they saw in the preceding hundred years from 1640 to 1740, when England was still a (36) agricultural country, a period of great abundance and prosperity. This view, (37) , is generally thought to be wrong. Specialists (38) history and economics, have (39) two things: that the period from 1640 to 1740 was (40) by great poverty, and that industrialization certainly did not worsen and may have actually improved the conditions for the majority of the populace.
When we conduct foreign trade, the importance of understanding the language of a country cannot be underestimated. The successful marketer must achieve export requires a thorough understanding of the language as well as the ability to speak it. Those who deal with advertising should be concerned less with obvious differences between languages and more with the exact meanings expressed. A dictionary translation is not the same as an idiomatic interpretation, and seldom will the dictionary translation meet the needs. A national producer of soft drinks had the company’s brand name impressed in Chinese characters which were phonetically (按照发音地) accurate. It was discovered later, however, that the translation’s literal meaning was "female horse fattened with wax", hardly the image the company sought to describe. So carelessly translated advertising statements not only lose their intended meaning but can suggest something very different including something offensive or ridiculous. Sometimes, what was translated was not an image the companies had in mind for their products. Many people believe that to fully appreciate the true meaning of a language it is necessary to hve with the language for years. Whether or not this is the case, foreign marketers should never take it for granted that they are affectively communicating in another language. In terms of communication in another language, marketers should not be too ______.
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