Упражнения
уровня TOEFL по английскому языку. № 41. 10-163
Прочтите следующий текст об использовании
иностранных слов в рекламе. Выберите лучший ответ (a,
b или c) на вопросы с 1 по 7.
Read
the following text about the use of foreign
words in advertising. Choose the best answer
(a, b or c) to questions 1 to 7.
When people are faced with a foreign-language
barrier, the usual way round it is to find
someone to interpret or translate for them.
It is sometimes said that there is no task
more complex than translation. Translators
not only need to know their source language
well, they must also have a thorough understanding
of the field of knowledge covered by the source
text.
Sometimes it pays not to translate, as the
business world has long known. Sales can benefit
if a product is given a foreign name. In 1960
a Finnish firm distributed canned coffee for
the home market using Finnish labels. Sales
were poor. The firm then had new labels made
with a text in English on the same cans, and
sales rocketed. Similarly, English marketing
firms and other businesses make use of foreign
languages to convey special effects - such
as the use of French for the names of restaurants,
nightclubs, and perfumes.
The culture that seems to make the most use
of foreign languages as a part of business
enterprise is Japanese. Here, a wide variety
of foreign names is used, depending on the
particular quality of the product the manufacturer
wishes to stress. In the field of car names,
for example, English is used in order to convey
an impression of good quality and reliability.
If elegance is to be stressed, a French name
is chosen. A sports car often has an Italian
name.
The linguistic effects are most noticeable
in television commercials, where appropriate
American, French, or other settings are used
along with the foreign language (without translation).
Japan is the only monolingual country to make
frequent use of foreign languages (primarily
English) in its commercials. The viewer does
not understand them,
but the connotations
of prestige associated with these languages
are enough to warrant their use. The purpose
of the language is not to communicate ideas,
but to appeal to the sensibilities of the
Japanese viewer, who the manufacturers believe
is greatly influenced by the values of modern
cosmopolitan society.
(1) Translators must have a good knowledge…
a) of the people that they are translating
for./ b) of the topic of the text
that they are translating. /
c) of the foreign-language barrier.
/
(2)
The business world…
a) does not pay much for translation work./ b) uses foreign languages
as a marketing tool./
c) often makes more money from foreign products./
(3)
The Japanese…
a) generally speak good English./
b) use English as the only foreign language
in their commercials./ c) like to use foreign
names for their products./
(4)
them
refers to:
a) foreign languages/
b) commercials/ c) foreign languages or
commercials /
(5) connotations
is closest in meaning to: a) ideas/
b) sounds/
c) success/
(6)
According to the text, Japanese viewers
are…
a) sensible./
b) usually monolingual./ c) easily influenced. /
(7)
Choose the most appropriate title for the
passage:
a) The Foreign-Language Barrier./ b) When Foreign is Best./
c) Selling to the Japanese./
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