44.D 45.AР Passage 2 (2004中国人民大学)Р The increase in global trade means that panies cannot afford to make costly advertising mistakes if they want to petitive.Р Understanding the language and culture of target markets in foreign countries is one of the keys to essful international marketing. Too panies, however, have jumped into foreign markets with embarrassing results.Р Translation mistakes are at the heart of many blunders in international advertising.Р 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
全文预览
