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Part IV Translation.(30minutes)
66、中国的传统节庆膳食是节日必不可少的伴侣。例如，我国的端午节(theDragonBoatFestival)是纪念古代诗人屈原的日子。那一天，人们通常要赛龙舟、吃粽子(zongzi)。中秋节是观赏满月的日子。圆圆的月亮象征着圆满，象征着家庭团聚。因此，中秋节(T11e Mid.auttunn Festival)的特制食品是一种圆形的月饼。春节是中国的农历新年(the Chinese lunar New Year&39;s holiday)，除了常见的家禽和肉类之外，人们还要按各自的也方习俗烹制传统食物，如饺子和年糕。
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更多“Part IV Translation.（30minutes…”相关的问题
A．literal
B．literary
C．liberal
D．linear
A．instantaneous
B．simultaneous
C．spontaneous
D．homogeneous
A．instantaneous
B．spontaneous
C．simultaneous
D．homogeneous
A) literal
B) literary
C) liberal
D) linear
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 ranslation" 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.
The phrase "the catch phrase"(Line 2, Para. 5) has the closest meaning to ______.
A．the promotion slogan
B．the marketing strategy
C．the secret recipe
D．the pleasant taste
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
听力原文： The United States is primarily an English speaking country. The majority of the population speaks English as their native language. Business, education and most public aspects of life are conducted in English. Across the country, people pronounce English sounds in several different ways. Americans speak one common language. This language is sometimes called American English.
For speakers of other languages, learning English is important, but traditionally teaching people to speak English as a second language was given little attention. Non-English speakers were expected to "pick up" the language through contact in public. Recently, this has changed.
Today, most large public schools and community collages have ESL (English as a Second Language) programs. American English teachers feel that English students should learn the language the way they will be using it. Therefore, ESL programs teach different English lessons to different students. Some programs teach students to communicate in English in public. Other programs teach the kind of English people need on their jobs.
American ESL instructional methods emphasize the importance of the communication to language learning. These methods do not feature grammatical explanations and translation. The instructional goal is to get the English learners to learn by using their target language.
(30)
A．People in the United States.
B．The characteristics of American English.
C．Foreigners in the United States.
D．The teaching of ESL in America.
