单选题
When we conduct foreign trade, the importance of
understanding the language of a country cannot be underestimated. The
successful marketer must achieve expert communi- cation which 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 differ-
ences between languages and more with the idiomatic 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. Some- times, 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 live with the language for years. Whether or not this is the case,
foreign marketers should never take it for granted that they are affectively
communica- ting in another language.
单选题
Which of the following is the best topic for the passage?