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 _ 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 prefix = st1 /Germanydidn'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... 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
A
(Question)
Students at New Market Elementary School had a fitter lifestyle last week. About 50 students participated in a 30-minute workout after school on Friday in the school's gym. This was a Fit Fridays program introduced at the school by Families Plus, a non-profit group that provides programs to enrich the lives of families and children in Frederick County. The free program aims to encourage students from kindergarten through fifth grade to be physically active by having them participate in various age-appropriate activities designed to promote a love of exercise, according to Kim Ragan, head of the program. The program, which started at the school on Nov.9, 2012, has since become a hit, Ragan said. Emily Liston, 37, said the program allows students to focus on fitness as a priority in their lives. "There're so many things to stop them from being active," she said. "So, anything to keep them moving is good, especially in the winter months". Jennifer Mitchell, 40, whose daughter Alexandra, 7, participated in the Fit Fridays program, said that learning the importance of being active isn't the only thing students are learning from the new program. "It's a great opportunity for them to get some exercise and also to learn to get along and socialize, to learn teamwork," she said. "In school they have to do activities like this but they want to do it." Riley Glynn, 9, a fourth grader at the school, said his favorite part of the program is getting to spend more time with his friends. "It's fun to play with people," Riley said. "It's like physical education after school but it really helps you." "You learn how to make yourself stronger," said Megan Hummel, 7, a first grader. Ragan said she plans to expand the program to include other schools in the county, but she has been having trouble finding fitness instructors to participate. "As soon as I can get instructors to teach we'll expand," she said. What's the purpose of the Fit Fridays program? A) To teach students the importance of physical education. B) To help students get through the tough winter months C) To introduce students to fun physical activities D) To keep students active through exercise
(Answer)
D
Ques: Standard English is the formal English that you need to use when you write in coursework or in the exam. Standard English is the form of English you learn in school. All written English should be standard -- that means it should be clear enough for anyone in Britain to understand it. Standard English developed as the main form of printed English in the 15th Century. At the time, every region of Britain used to spell words differently, but printers needed a fixed spelling. Printers like Caxton chose the East Midlands dialect form which was used in London and the South East. Soon Standard English replaced all written dialect forms -- the other forms of English spoken around the country. It also replaced French and Latin in law and in academic work. In the 18th Century, people wrote dictionaries and grammar books which standardized spelling -- Dr Johnson's Dictionary of 1755 fixed many of the spellings we still use today. All written English should be Standard English -- any grammar rules you learn are for Standard English and you will definitely need to learn them to avoid making mistakes in your work. The rules of Standard English mean using the correct forms of words with the correct spellings. Avoid slang words -- words that your teachers or friends wouldn't understand. You'll lose marks if the examiners can't understand what you say or write. Don't use dialect words. Every region has words or phrases that are only used there. Don't use them in your coursework, because you won't be understood. Make sure you revise grammar and punctuation you have learned, and learn the list of commonly misspelled words you have made. Cliches are ideas or sayings which have been used so often that they've become boring and unoriginal. Phrases like, "As good as it gets" "At the end of the day" "In the fullness of time" are all cliches. So are images like, "as fierce as a lion" "as cunning as a fox". If you use them you will sound boring and unimaginative -- that could mean you lose marks for writing and speaking style. So... Which statement is true? A) Written English should be formal and standard. B) Standard English means people should use the words from Dr Johnson's Dictionary. C) All the spoken English should be Standard English. D) Standard English replaced all written dialect forms in the 18th century.
Ans: A
Ques:Many people go to school for a good education. They learn languages, history, maths and other lessons. School education is very important and useful. Yet no one can learn everything from school. No matter how much a teacher knows, he cannot teach his students everything they want to know. His work is to show his students how to learn. He teaches them how to read and how to think. So, much more is to be learned outside school by the students themselves. It is always more important to know how to study by oneself. It is quite easy to learn something in a language or a formula in maths,but it is difficult to use a formula in finding the answer to a maths problem . Great inventors do not get everything from school but they can invent many things and change the world a lot. Though Thomas Edison invented many things he didn't have much school education. How do they do all these? Because they know how to study. A lot of things are not taught in the classroom. They get knowledge from books outside school. They work hard all their lives, and the most important thing is that they know how to use their head. What should a student learn to do from school? A) Try to remember more knowledge and formulas. B) Try to learn how to read and how to think. C) Try to remember what the teachers teach. D) Try to invent the world.

Ans:
B