单选题
When we conduct foreign trade, the importance
of understanding the language of a countrycannot be underestimated. The
successful marketer must achieve export requires a thoroughunderstanding of the
language as well as the ability to speak it. Those who deal with
advertisingshould be concerned less with obvious differences between languages
and more with the exactmeanings expressed. A dictionary
translation is not the same as an idiomatic interpretation, and seldom will
thedictionary translation meet the needs. A national producer of soft drinks had
the company' s brandname impressed in Chinese characters which were phonetically
(按照发音地)accurate. It wasdiscovered later, however, thai the translation's literal
meaning was "female horse fattened withwax", hardly the image the
company sought to describe. So carelessly translated advertisingstatements not
only lose their intended meaning but can suggest something very different
includingsomething offensive or ridiculous. Sometimes, what was translated was
not an image the companieshad in mind for their products. Many people believe
that to fully appreciate the true meaning of alanguage it is necessary to live
with the language for years. Whether or not this is the case, foreignmarketers
should never take it for granted thai they are affectively communicating in
anotherlanguage.
单选题
Which of the following is the best topic for the passage?