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In many ways, an understanding of the culture of Franch food is an understanding of France itself．Many things of Franch food/wine culture are well known：the love of dining, the appreciation of local farmers’ markets, and the importance of the freshest food．These things are often spoken of by the French, but seldom explained or understood by ________．
Food and eating are the center of French life．Franch people go to great lengths(长度)to make their meals as long as possible．They live to eat and do it very slowly．Eating well is the most important thing to most French people, who spend an amazing amount(数量)of time talking about and eating food．It is common in much of France to take a two-hour break for lunch with many working parents(particularly in villages and smaller towns)returning home for lunch．In some areas, mainly in the south of France, even longer lunch breaks are taken．Because of the long lunch break, businesses which close in this period reopen around 2∶00 pm or so and then stay open until about 7∶00 pm．
French women don’t get fat, but they do eat bread and cakes, drink wine, and regularly enjoy three-course meals．The secret is that they know how to enjoy food and stay slim and healthy．
1．What is the best title of the passage?(Please answer within 10 words．)
__________________________
2．Which sentence in the passage can be replaced by the following one?
The most important things of French life are food and eating．
__________________________
3．Please fill in the blank in the first paragraph with proper words to complete the sentence．(Please answer within 10 words．)
__________________________
4．Why do French business close for 2 hours at noon?(Please answer within 20 words．)
__________________________
5．Translate the underlined sentence in the last paragraph into Chinese．
__________________________
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(吃人妖魔)”．
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 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．
1.The underlined word “blunder” in paragraph 1 has the closest meaning to _____________．
A. dispute B. issue C．obvious error D．ignorance
2.Paragraphs 2 to 6 are developed primarily by means of ______________．
A. descriptions B．analysis
C．contrasts D．giving examples
3.Which of the following statements BEST explains the failure of the laundry detergent ad in the Middle East?
A．The advertisement is offensive to the Arabic religious belief．
B．The advertiser is ignorant of the reading habit of the Arabs．
C．The advertisement is mistakenly translated by the Arabs．
D. The advertisement is poorly designed regardless of Arabic social customs．
4.It can be inferred from the passage that _______________．
A．Jolly Green Giant didn’t attract many customers in Arabic countries
B. advertisements must avoid jokes since what is considered funny in one part of the world may not be so humorous in another
C．marketers do not have to appreciate the values of a culture in order to capture the target market
D. word-for-word translation should be abandoned in advertisement translation
5.What is the best title for this article?
A．Cultural Importance in Advertising．
B．How to Translate Advertisement．
C. Avoidance of Culture Oversights.
D. Prevention of Translation Blunders.
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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(吃人妖魔)”．
When translated into German，Pepsi’s popular slogan，“Come Alive with Pepsi” came out implying “Come Alive from the Grave”．No wonder customers in
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 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．
51. The underlined word “blunder” in paragraph 1 has the closest meaning to _____________．
A. dispute B. issue C．obvious error D．ignorance
52. Paragraphs 2 to 6 are developed primarily by means of ______________．
A. descriptions B．analysis
C．contrasts D．giving examples
53. Which of the following statements BEST explains the failure of the laundry detergent ad in the Middle East?
A．The advertisement is offensive to the Arabic religious belief．
B．The advertiser is ignorant of the reading habit of the Arabs．
C．The advertisement is mistakenly translated by the Arabs．
D. The advertisement is poorly designed regardless of Arabic social customs．
54．It can be inferred from the passage that _______________．
A．Jolly Green Giant didn’t attract many customers in Arabic countries
B. advertisements must avoid jokes since what is considered funny in one part of the world may not be so humorous in another
C．marketers do not have to appreciate the values of a culture in order to capture the target market
D. word-for-word translation should be abandoned in advertisement translation
55．What is the best title for this article?
A．Cultural Importance in Advertising．
B．How to Translate Advertisement．
C. Avoidance of Culture Oversights.
D. Prevention of Translation Blunders.
查看习题详情和答案>>No matter how long your life is, you will, at best, be able to read only a few books of all that have been written, and the few you do read should include the best. You can be pleased with the fact that the number of such is relatively small.
It is to be expected that the selections will change over time. Yet there is a surprising uniformity (一致性) in the lists which represent the best choices of any period. In every age, the list makers include both ancient and modern books in their selections, and they always wonder whether the moderns are up to the great books of the past.
What are the signs by which we may recognize a great book? The four I will mention may not be all there are, but they are the ones I’ve found most useful in explaining my choices over the years.
Great books are probably the most widely read. They are enduring best sellers. Gone with the Wind has had relatively few readers compared to the plays of Shakespeare or Don Quixote. It would be reasonable to estimate that Homer Iliad has been read by at least 25,000,000 people in the last 3000 years.
Great books are popular, not pedantic. They are not written by specialists about specialties for specialists. Whether they are philosophy or science, or history or poetry, they treat of human, not academic problems. They are written for men, not professors. To read a textbook for advanced students, you have to read an elementary textbook first. But the great books can be considered elementary in the sense that they treat the elements of any subject matter. They are not related to one another as a series of textbooks, graded in difficulty or in the technicality of the problems with which they deal.
Great books are always contemporary, the most readable and instructive.
Great books deal with the continuously unsolved problems of human life. There are mysteries in the world that mark the limits of human knowing and thinking. Inquiry not begins with wonder, but usually ends with it also. Great minds acknowledge mysteries only honestly. Wisdom is encouraged, not destroyed, by understanding its limitations.
1.Which is not the criterion in the following when considering a great book?
A. Although not a best seller, it must be the most widely read．
B. A great book can be read without any effort．
C. Great books are never out of date．
D. Great books will not disappoint you if you try to read them well．
2.According to the author, Gone with the Wind is .
A. a best seller B. disliked by readers who like Shakespeare
C. read more often than Don Quixote D. a great book
3. In the passage the underlined word “pedantic” means ．
A. showing the feelings, esp., those of kindness, which people are supposed to have
B. serving as practical examples
C. being elementary
D. paying too much attention to details in books
4.The best title for this passage is .
A. Great Books in Your Life B. Great Books in Your Specialty
C. How to Find a Great Book? D. What Is a Great Book?
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