商务英语翻译.ppt

商务英语翻译Unit One Advertising1 1.广告作为传播信息的一种方式，已成为人们生活广告作为传播信息的一种方式，已成为人们生活中不可缺少的一部分。它作为一门集社会学，美中不可缺少的一部分。它作为一门集社会学，美学，心理学，市场营销学，语用学等学科于一身学，心理学，市场营销学，语用学等学科于一身的综合艺术，越来越受到人们的关注。的综合艺术，越来越受到人们的关注。目的：说服或提醒人们购买某种产品或采取某种目的：说服或提醒人们购买某种产品或采取某种行动。行动。功能：推销能力，记忆价值，注意价值，可读性功能：推销能力，记忆价值，注意价值，可读性翻译原则：除了在语言规律上寻找与原文对等的翻译原则：除了在语言规律上寻找与原文对等的契合点外，还必须处理文化差异带来的理解上的契合点外，还必须处理文化差异带来的理解上的困难。同时还要考虑原文的词汇及修辞特点。译困难。同时还要考虑原文的词汇及修辞特点。译者必须了解广告英语的特征，了解译文接受者对者必须了解广告英语的特征，了解译文接受者对译文的反应和原文接受者对原文的反应的差异，译文的反应和原文接受者对原文的反应的差异，根据不同的反应改变或调整信息形式，顺利地完根据不同的反应改变或调整信息形式，顺利地完成信息的传递。达到译文与原文的音，形，意的成信息的传递。达到译文与原文的音，形，意的统一统一2 2.汉译英汉译英Passage 1:Passage 1:The Headline of an Advertisement The Headline of an Advertisement The headline of an advertisement is thereto attract The headline of an advertisement is thereto attract attention and transmit a hint of the key concept,so attention and transmit a hint of the key concept,so that your prospect will be provoked to stop and read that your prospect will be provoked to stop and read more of the ad.If they dont read on,they will at least more of the ad.If they dont read on,they will at least get some of the idea to be left with a positive get some of the idea to be left with a positive perception.The headline may work with the overall ad perception.The headline may work with the overall ad layout and any illustration to accomplish this.layout and any illustration to accomplish this.Advertising genius David Ogilvy,in his book Advertising genius David Ogilvy,in his book Ogilvy Ogilvy on Advertising,on Advertising,says that on average,five times as says that on average,five times as many people read the headline as the body copy.many people read the headline as the body copy.“Unless your headline sells your product,you have“Unless your headline sells your product,you have wasted 90 percent of your money,”he suggests.You wasted 90 percent of your money,”he suggests.You want the ones who do read the whole ad to be yourwant the ones who do read the whole ad to be your3 3.prospects and not just passers-by.According to Starch,the advertising research company,consumers are exposed to 623 advertising impressions everyday,of which they only remember nine favorably one day later.That means 69 out of 70 messages are wasted.And it means you have quite a challenge in writing an effective headline.My personal test of a good headline is to read it and say“so what?”If the answer is“Who cares?”or“so,nothing”the headline doesnt work.Ideally,a headline should promise the reader a benefit or deliver some news,or both.4 4.Vocabulary:transmit 传递，传达 hint 暗示，提示concept 思想 prospect 可能成为主顾的人provoke 诱导 perception 观念，看法layout 布局 illustration 插图accomplish 实现，达到 genius 天才exposed 暴露于 ideally 理想地词汇扩展：平面广告的组成print ads 平面广告 component 组成headline 标题 subhead 副标题text 正文 slogan 口号logo 标志 advertising illustration 广告随文5 5.Passage 2Passage 2History of AdvertisingHistory of AdvertisingIn the ancient and medieval world such advertisingIn the ancient and medieval world such advertisingas existed was conducted by word of mouth.The first as existed was conducted by word of mouth.The first step toward modern advertising came with the step toward modern advertising came with the development of printing in the 15th and 16th centuries.development of printing in the 15th and 16th centuries.In the 17th century weekly newspapers in London In the 17th century weekly newspapers in London began to carry ads,and by the 18th century such began to carry ads,and by the 18th century such advertising was flouring.advertising was flouring.The great expansion of business in the 19th century was The great expansion of business in the 19th century was accompanied by the growth of an advertising industry;accompanied by the growth of an advertising industry;it was that century,primarily in the US,that saw the it was that century,primarily in the US,that saw the establishment of ad agencies.The first agencies were,establishment of ad agencies.The first agencies were,in essence,brokers for space in newspapers.But by the in essence,brokers for space in newspapers.But by the early 20th century agencies became involved in early 20th century agencies became involved in producing the ad message itself,including copy and producing the ad message itself,including copy and artwork,and by the 1920s agencies had come into artwork,and by the 1920s agencies had come into being that could plan and execute complete advertisingbeing that could plan and execute complete advertising6 6.campaigns,from initial research to copy preparation to campaigns,from initial research to copy preparation to placement in various media.placement in various media.In the 21st century,with an intensely competitive In the 21st century,with an intensely competitive consumer market,advertisers increasingly used digital consumer market,advertisers increasingly used digital technology to call greater attention to products.In technology to call greater attention to products.In 2009,for example,the worlds first video 2009,for example,the worlds first video advertisements to be embedded in a print publication advertisements to be embedded in a print publication appeared in appeared in Entertainment WeeklyEntertainment Weekly magazine.The thin magazine.The thin battery-powered screen implanted in the page could battery-powered screen implanted in the page could store up to 40 minutes of video via chip technology store up to 40 minutes of video via chip technology and automatically began to play when the reader and automatically began to play when the reader opened the page.opened the page.For an ad to be effective,its production and placement For an ad to be effective,its production and placement must be based on a knowledge of the public and a must be based on a knowledge of the public and a skilled use of the media.Advertising agencies serve to skilled use of the media.Advertising agencies serve to orchestrate complex campaigns whose strategies of orchestrate complex campaigns whose strategies of media use are based on research into consumer media use are based on research into consumer behavior and demographic analysis of the market behavior and demographic analysis of the market area.A strategy will combine creativity in the area.A strategy will combine creativity in the production of production of 7 7.the advertising messages with canny scheduling and placement,so that the messages are seen by,and will have an effect on,the people the advertisers face a basic choice:they can have their message seen or heard by many people fewer times,or by fewer people many times.This and other strategic decisions are made in light of tests of the effectiveness of advertising campaigns.8 8.词汇：词汇：medieval medieval 中世纪的中世纪的 flourishing flourishing 盛行的盛行的 budget budget 预算预算expansion expansion 扩大，扩张扩大，扩张 primarily primarily 主要的主要的broker broker 经纪人经纪人 execute execute 执行，实施执行，实施campaign campaign 活动活动 embed embed 嵌入嵌入battery-powered battery-powered 靠电池供电的靠电池供电的 implant implant 植入植入via via 通过通过 orchestrate orchestrate 精心安排精心安排demographic demographic 人口统计学的人口统计学的 canny canny 精明的慎重的精明的慎重的词汇扩展：技术词汇扩展：技术digital technology digital technology 数字技术数字技术 printing technology printing technology 印刷技术印刷技术biotechnology biotechnology 生物技术生物技术 chip technology chip technology 芯片技术芯片技术technology of electronics technology of electronics 电子技术电子技术 materials technology materials technology 材材料技术料技术chemical technology chemical technology 化学技术化学技术 information technology(IT)information technology(IT)信息技术信息技术agricultural technology agricultural technology 农业技农业技 multimedia technology multimedia technology 多媒体技术多媒体技术9 9.英译汉英译汉passage 1:passage 1:随着商品经济的迅猛发展，广告作为一种促销手段，其重随着商品经济的迅猛发展，广告作为一种促销手段，其重要性越来越显著。广告必须引人注目，具有要性越来越显著。广告必须引人注目，具有“注意价值注意价值”和和“可读性可读性”。同时，广告还需具有巨大的。同时，广告还需具有巨大的“说服力说服力”或或“推推销能力销能力”，使人产生购买被宣传的商品的欲望，从而达，使人产生购买被宣传的商品的欲望，从而达到商家做广告的目的。一则完整的广告通常由五个部分到商家做广告的目的。一则完整的广告通常由五个部分组成，即：商标，标题，正文，口号，插图。其中商标组成，即：商标，标题，正文，口号，插图。其中商标和标题句常常是在玩和标题句常常是在玩“文字游戏文字游戏”。这些特点决定了广告。这些特点决定了广告语言总体上是一种鼓动性语言，与其他类型的预压在风语言总体上是一种鼓动性语言，与其他类型的预压在风格，作用诸方面都存在或大或小的差异。格，作用诸方面都存在或大或小的差异。商品品牌与广告主题句是企业形象战略中的主要组成部分，商品品牌与广告主题句是企业形象战略中的主要组成部分，是商品进入市场的桥梁。一种商品在进入他国市场时，是商品进入市场的桥梁。一种商品在进入他国市场时，在以质量取胜的同时，还应当重视产品的包装，使商品在以质量取胜的同时，还应当重视产品的包装，使商品品牌，商标以及广告标题句符合新市场的异国文化，语品牌，商标以及广告标题句符合新市场的异国文化，语言习俗，从而得到新市场中潜在客户的认可和欢迎。言习俗，从而得到新市场中潜在客户的认可和欢迎。1010.词汇提示：词汇提示：商品：商品：commoditycommodity促销：促销：promotional techniquepromotional technique显著的：显著的：pronouncedpronounced说服力：说服力：persuasive powerpersuasive power推销能力：推销能力：selling powerselling power被宣传的商品：被宣传的商品：targeted goodstargeted goods完整的：完整的：integratedintegrated插图：插图：illustrationillustration文字游戏：文字游戏：a play on wordsa play on words鼓动性的，有用意的：鼓动性的，有用意的：loadedloaded企业形象战略：企业形象战略：Company Image Strategy(CIS)Company Image Strategy(CIS)包装：包装：packingpacking他国市场：他国市场：overseas marketoverseas market符合：符合：conform toconform to1111.词汇扩展：广告广告促销：advertising promotion广告信息：advertising message广告信息来源：advertising source广告反馈:advertising feedback广告媒体：advertising media广告工作人员：advertising staff广告效果：advertising effect广告费：advertising fee广告频率：advertising frequency1212.参考译文：参考译文：with the rapid development of a commodity-driven economy,the with the rapid development of a commodity-driven economy,the importance of advertising as a promotional technique is importance of advertising as a promotional technique is becoming more and more pronounced.An effective becoming more and more pronounced.An effective advertisement should be attractive,attention grabbing and advertisement should be attractive,attention grabbing and readable as well as containing great persuasive or selling power,readable as well as containing great persuasive or selling power,which is critical to appeal to ones desire to buy the targeted which is critical to appeal to ones desire to buy the targeted goods.An integrated advertisement is usually made up of the goods.An integrated advertisement is usually made up of the brand or company trademark,title,body,slogan and illustration,brand or company trademark,title,body,slogan and illustration,with the first two emphasizing a play on words.All these features with the first two emphasizing a play on words.All these features make the advertisement language a loaded language on the make the advertisement language a loaded language on the whole,which is more or less different from other types of whole,which is more or less different from other types of language in style and effect.language in style and effect.The commodity brand and headline of an advertisement are the key The commodity brand and headline of an advertisement are the key components of Company Image Strategy(CIS)and help to components of Company Image Strategy(CIS)and help to introduce the targeted commodity to the market.Great emphasis introduce the targeted commodity to the market.Great emphasis must be placed on the packaging as well as quality when a must be placed on the packaging as well as quality when a commodity enters an overseas market.The brand,trademark commodity enters an overseas market.The brand,trademark and headline of an advertisement should conform to the culture and headline of an advertisement should conform to the culture and linguistic tradition of the new market,in an effort to gain and linguistic tradition of the new market,in an effort to gain acceptance of the potential customers.acceptance of the potential customers.1313.Passage 2Passage 2广告是人们非常熟悉的传媒载体，在现代生活中，广告无广告是人们非常熟悉的传媒载体，在现代生活中，广告无处不在，触目皆是，可以说，出色的广告在我们的社会处不在，触目皆是，可以说，出色的广告在我们的社会中，越来越为人们所接受，越来越发挥其重要作用。中，越来越为人们所接受，越来越发挥其重要作用。广告，顾名思义，就是一种广而告之的传媒载体。美国市广告，顾名思义，就是一种广而告之的传媒载体。美国市场营销协会认为广告的定义是：场营销协会认为广告的定义是：广告是由特定的主办单广告是由特定的主办单位通常以付费的方法通过各种传媒载体对产品，劳务或位通常以付费的方法通过各种传媒载体对产品，劳务或观念等信息的非个人间的沟通。观念等信息的非个人间的沟通。一则优秀的广告，其构思之独特，立意之新颖，内涵之丰一则优秀的广告，其构思之独特，立意之新颖，内涵之丰富，用词之形象，句法之简洁，必将给读者留下深刻而富，用词之形象，句法之简洁，必将给读者留下深刻而美好的形象。广告语言涉及语言学，心理学，社会学，美好的形象。广告语言涉及语言学，心理学，社会学，经济学，美学，文学，营销学，创意学等多种学科要素经济学，美学，文学，营销学，创意学等多种学科要素和众多其他因素，拥有自己独有的语言表达规律和形式，和众多其他因素，拥有自己独有的语言表达规律和形式，因而能产生一种特殊而难忘的，有时是持久的效果。因而能产生一种特殊而难忘的，有时是持久的效果。1414.词汇提示：载体：carrier无处不在的：ubiquitous顾名思义：as the name suggests广而告之，宣传，公布：publicize美国市场营销协会：The American Marketing Association(AMA)广告主，主办单位：sponsor立意，构思，概念：conception形象的，富有想象力的：imaginative句法：syntax学科：discipline难忘的：memorable1515.词汇扩展：广告涉及的学科词汇扩展：广告涉及的学科语言学：语言学：linguisticslinguistics心理学：心理学：psychologypsychology经济学：经济学：economicseconomics美学：美学：aestheticsaesthetics文学：文学：literature literature营销学：营销学：marketingmarketing创意学：创意学：creative sciencecreative science公共关系学：公共关系学：public relationship sciencepublic relationship science新闻传播学：新闻传播学：journalism and communicationjournalism and communication法学：法学：science of lawscience of law哲学：哲学：philosophyphilosophy工商管理学：工商管理学：science of business adminstrationscience of business adminstration1616.参考译文：参考译文：Advertising is one of the common media carriers,which is Advertising is one of the common media carriers,which is ubiquitous and can be seen everywhere in modern life.To some ubiquitous and can be seen everywhere in modern life.To some extent,good advertisements are becoming more and more extent,good advertisements are becoming more and more acceptable and playing a more influential role in our society.acceptable and playing a more influential role in our society.Advertising,as the name suggests,is a kind of media carrier Advertising,as the name suggests,is a kind of media carrier which publicizes widely.The American Marketing Association which publicizes widely.The American Marketing Association(AMA)defines advertising as:“the non-personal communication(AMA)defines advertising as:“the non-personal communication usually paid for and usually persuasive in nature about usually paid for and usually persuasive in nature about products,services or ideas by identified sponsors through the products,services or ideas by identified sponsors through the various media.”various media.”A good ad,with its unique idea,novel conception,rich content,A good ad,with its unique idea,novel conception,rich content,imaginative words and simple syntax,can certainly make a imaginative words and simple syntax,can certainly make a lasting impression on recipients.Advertising language involves lasting impression on recipients.Advertising language involves linguistics,psychology,sociology,economics,aesthetics,linguistics,psychology,sociology,economics,aesthetics,literature,marketing,creative science,and other elements of literature,marketing,creative science,and other elements of various disciplines and has its own unique language-expression various disciplines and has its own unique language-expression rule and form,thus producing a kind of special and memorable,rule and form,thus producing a kind of special and memorable,sometimes lasting,result.sometimes lasting,result.1717.unit 2 Enterprise Description 1818.本单元是关于介绍企业情况的翻译练习。介绍企业的文章一般具有综合性，涵盖企业的组织形式，主要产品，员工情况，业务能力，自觉状况和销售业绩以及公司的经营理念，语句见到明了。注意事项：要注意企业的性质，选用合适的词汇；要根据产品的特性选用合适的动词；描述公司的生产过程的时候，有些词汇，虽然汉语没有区别，但译成英文时要根据工作的特点，范围来选择最佳的英语词汇。1919.英译汉英译汉passage 1:Partnershipspassage 1:PartnershipsPartnership is a legal association of two or more people