The author agrees with the ALA that ______.
A．present smog standards should be made stricter
B．the standard established by the EPA is effective
C．some areas fail to meet the federal standard at times
D．poor air quality is a major problem nationwide
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Workers in this country are getting higher wages while turning out poor products that do not __ the test of international competition.
A．keep up with
B．stand up to
C．comply with
D．attend to -
Please do not be __ by his bad manners since he is merely trying to attract attention.
A．disgusted
B．embarrassed
C．irritated
D．shocked -
When a person dies, his debts must be paid before his __ can be distributed.
A．paradoxes
B．legacies
C．platitudes
D．analogies -
The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive.
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 -
Darkness approached and a cold, angry wind gnawed at the tent like a mad dog. Camped above treeline in the Wind River Mountains of Wyoming, the torrents of air were not unexpected and only a minor disturbance compared to the bestial gnawing going on behind my belly button. In an attempt to limit exposure of my bare bottom to the ice-toothed storm, I had pre-dug a half dozen catholes within dashing distance. Over and over, through the long night, the same scenario was repeated: out of the bag, out of the tent, rush, squat, rush back. "Everyone can master a grief," wrote Shakespeare, "but he that has it."
Diarrhea, the modern word, resembles the old Greek expression for "a flowing through." Ancient Egyptian doctors left descriptions of the suffering of Pharaohs scratched on papyrus even before Hippocrates, the old Greek, gave it a name few people can spell correctly. An equal opportunity affliction, diarrhea has laid low kings and common men, women, and children for at least as long as historians have recorded such fascinating trivia. It wiped out, almost, more soldiers in America's Civil War than guns and swords. In the developing world today, acute diarrhea strikes more than one billion humans every year, and leaves more than five million dead, usually the very young. Diarrhea remains one of the two most common medical complaints of humanity.
"Frequent passage of unformed watery bowel movements," as described by Taber's Cyclopedic Medical Dictionary, diarrhea falls into two broad types: invasive and non-invasive. From bacterial sources, invasive diarrhea, sometimes called "dysentery," attacks the lower intestinal wall causing inflammation, abscesses, and ulcers that may lead to mucus and blood （often "black blood" from the action of digestive juices) in the stools, high fever, "stomach" cramps from the depths of hell, and significant amounts of body fluid rushing from the patient's nether region. Serious debilitation, even death, can occur from the resulting dehydration and from the spread of the bacteria to other parts of the body. Non-invasive diarrhea grows from colonies of microscopic evil-doers that set up housekeeping on, but do not invade, intestinal walls. Toxins released by the colonies cause cramps, nausea, vomiting, and massive gushes of fluid from the patient's lower intestinal tract. Non-invasive diarrhea carries a high risk for dehydration.
In Paragraph 1, the author uses the quoted word "grief" from Shakespeare to refer to ______.
A．the terrible weather
B．the stern army life
C．the suffering from diarrhea
D．the tough wartime.