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更多“E-C Translation. green hills brown sugar black tea to be brown brown bread grey hair white man green…”相关的问题
A.春青、夏赤、秋白、冬皂
B.春绿、夏红、秋黄、冬黑
C.春青、夏赤、秋黄、冬黑
D.春绿、夏红、秋白、冬皂
Big Blunders from Big Businesses
International marketing can be a tricky business. With the increase in global trade, international companies cannot afford to make costly advertising mistakes if they want to be competitive and profitable. 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. Out of their blunders, a whole new industry of translation services has emerged.
Faulty Translations
The value of understanding the language of a country cannot be overestimated. Translation mistakes are at the heart of many blunders in international advertising. Since a language is more than the sum of its words, a literal, word-by-word dictionary translation seldom works. The following examples prove this point. Otis Engineering Company once displayed a poster at a trade show in Moscow that turned heads. Due to a poor translation of its message, the sign boasted that the firm's equipment was great for improving a person's sex life. The Parker Pen Company suffered an embarrassing moment when it realized that a faulty translation of one of its ads into Spanish resulted in a promise to "help prevent unwanted Pregnancies."
Automobile manufacturers in the United States have made several notorious advertising mistakes that have been well publicized. General Motors learned a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. Although "nova" means "star" in Spanish, when it is spoken, it sounds like "nova" which means "it doesn't go." Few people wanted to buy a car with that meaning. When GM changed the name to Caribe, sales picked up dramatically. Ford also ran into trouble with the name of one of its products. When it introduced a low-cost truck called the "Fiera" into Spanish speaking countries, Ford didn't realize until too late that the name meant "ugly old woman" in Spanish. Another American auto manufacturer made a mistake when it translated its Venezuelan ad for a car battery. It was no surprise when Venezuelan customers didn't want to buy a battery that was advertised as being "highly overrated."
Airline companies have also experienced problems of poor translation. A word-by-word translation ruined a whole advertising campaign for Braniff Airlines. Hoping to promote its plush leather seats, Braniff's ad urged passengers to "fly on leather." However, when the slogan was translated into Spanish, it told customers to "fly naked." Another airline company, Eastern Airlines, made a similar mistake when it translated its motto, "We earn our wings daily" into Spanish. The poor translation suggested that its 'passengers often ended up dead.
Marketing blunders have also been made by food and beverage companies. One American food company's friendly "Jolly Green Giant" 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. A lot of sales were lost when the catch phrase "finger lickin' good" became "eat your fingers off" in the Chinese translation.
A manufacturer of one laundry detergent made an expensive mistake in a promotional campaign in the Middle East. The 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 in the Middle East read from right to left. It seemed to them that the detergent turned clean clothes into dirty ones.
A．Y
B．N
C．NG
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.
The best title of this passage might be ______.
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
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.
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.
The best title of this passage might be ______.
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
Bidding for Contributions
1. This magazine is mainly intended for the teachers and students of university. It is published on the fifteenth of every month in Los Angeles.
2. Contributions in all forms, and all styles are warmly welcome, including:
Fables, poems, skits, folksongs;
Technical and scientific writing and essays;
Essays on phonetics, grammar and language;
Speeches, dialogues and lectures;
Articles about sports and recreational activities, riddles and games, humor find Jokes, and cartoons;
Background knowledge about . history and geography, travel notes and biography;
Translated articles, bilingual readings, theories and techniques of translation;
Study notes and leaching plans.
3. Contributions are expected to be within a 4, 000 word limit. They should be printed clearly on the size of A4 paper.
4. Translated articles should be accompanied with the original. Quotations must be noted with then sources.
5. Manuscripts, if not accepted for publication, will be returned to the sender within three month
6. Contributions will be paid after their manuscripts are published.
7. Manuscripts may be published in the authors' real names or in their pen names as they uish.
8. Contributions should be sent directly to the editorial board, not to individuals. Our address is: 207
Green Avenue, Los Angeles, Editorial board of the monthly magazine English Teaching and
Learning in Colleges.
Editorial Board of Monthly Magazine
English Teaching and Learning in Colleges
Note
Dear Lucas,
How are you？ I want to know whether you have seen the "contribution wanted" in the newspaper on Sunday. I feel that the composition you write last week is excellent. It is a good essay about English learning. You can send it to the magazine of English Teaching and Learning in College. If you feel it is not perfect enough, you can e-mail your composition to me, and I can help you revise it. I write the note to you and enclose the newspaper. Please contact me with e-mail: 157teacher@hotmail. com.
Best wishes,
Yours
Professor Lee
How often is this magazine published？
A．Every week
B．Every 2 weeks
C．Every month
D．Every quarter
A．intralingual translation
B．int er lingual translation
C．intersemioticl translation
D．pragmatic translation
A、material culture
B、translation of overcodings
C、translation of cultural practices
D、translation of cultural paradigms
A、Transliteration
B、Liberal translation
C、Literal translation
D、Word translation
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