商务英语翻译.ppt

商务英语翻译,unitoneadvertising,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。目的：说服或提醒人们购买某种产品或采取某种行动。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，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，意的统一,汉译英passage1:theheadlineofanadvertisementtheheadlineofanadvertisementistheretoattractattentionandtransmitahintofthekeyconcept,sothatyourprospectwillbeprovokedtostopandreadmoreofthead.iftheydontreadon,theywillatleastgetsomeoftheideatobeleftwithapositiveperception.theheadlinemayworkwiththeoveralladlayoutandanyillustrationtoaccomplishthis.advertisinggeniusdavidogilvy,inhisbookogilvyonadvertising,saysthatonaverage,fivetimesasmanypeoplereadtheheadlineasthebodycopy.“unlessyourheadlinesellsyourproduct,youhavewasted90percentofyourmoney,”hesuggests.youwanttheoneswhodoreadthewholeadtobeyour,prospectsandnotjustpassers-by.accordingtostarch,theadvertisingresearchcompany,consumersareexposedto623advertisingimpressionseveryday,ofwhichtheyonlyrememberninefavorablyonedaylater.thatmeans69outof70messagesarewasted.anditmeansyouhavequiteachallengeinwritinganeffectiveheadline.mypersonaltestofagoodheadlineistoreaditandsay“sowhat?”iftheansweris“whocares?”or“so,nothing”theheadlinedoesntwork.ideally,aheadlineshouldpromisethereaderabenefitordeliversomenews,orboth.,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printads平面广告component组成headline标题subhead副标题text正文slogan口号logo标志advertisingillustration广告随文,passage2historyofadvertisingintheancientandmedievalworldsuchadvertisingasexistedwasconductedbywordofmouth.thefirststeptowardmodernadvertisingcamewiththedevelopmentofprintinginthe15thand16thcenturies.inthe17thcenturyweeklynewspapersinlondonbegantocarryads,andbythe18thcenturysuchadvertisingwasflouring.thegreatexpansionofbusinessinthe19thcenturywasaccompaniedbythegrowthofanadvertisingindustry;itwasthatcentury,primarilyintheus,thatsawtheestablishmentofadagencies.thefirstagencieswere,inessence,brokersforspaceinnewspapers.butbytheearly20thcenturyagenciesbecameinvolvedinproducingtheadmessageitself,includingcopyandartwork,andbythe1920sagencieshadcomeintobeingthatcouldplanandexecutecompleteadvertising,campaigns,frominitialresearchtocopypreparationtoplacementinvariousmedia.inthe21stcentury,withanintenselycompetitiveconsumermarket,advertisersincreasinglyuseddigitaltechnologytocallgreaterattentiontoproducts.in2009,forexample,theworldsfirstvideoadvertisementstobeembeddedinaprintpublicationappearedinentertainmentweeklymagazine.thethinbattery-poweredscreenimplantedinthepagecouldstoreupto40minutesofvideoviachiptechnologyandautomaticallybegantoplaywhenthereaderopenedthepage.foranadtobeeffective,itsproductionandplacementmustbebasedonaknowledgeofthepublicandaskilleduseofthemedia.advertisingagenciesservetoorchestratecomplexcampaignswhosestrategiesofmediausearebasedonresearchintoconsumerbehavioranddemographicanalysisofthemarketarea.astrategywillcombinecreativityintheproductionof,theadvertisingmessageswithcannyschedulingandplacement,sothatthemessagesareseenby,andwillhaveaneffecton,thepeopletheadvertisersfaceabasicchoice:theycanhavetheirmessageseenorheardbymanypeoplefewertimes,orbyfewerpeoplemanytimes.thisandotherstrategicdecisionsaremadeinlightoftestsoftheeffectivenessofadvertisingcampaigns.,词汇：medieval中世纪的flourishing盛行的budget预算expansion扩大，扩张primarily主要的broker经纪人execute执行，实施campaign活动embed嵌入battery-powered靠电池供电的implant植入via通过orchestrate精心安排demographic人口统计学的canny精明的慎重的词汇扩展：技术digitaltechnology数字技术printingtechnology印刷技术biotechnology生物技术chiptechnology芯片技术technologyofelectronics电子技术materialstechnology材料技术chemicaltechnology化学技术informationtechnology(it)信息技术agriculturaltechnology农业技multimediatechnology多媒体技术,英译汉passage1: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“注意价值”和“可读性”。同时，广告还需具有巨大的“说服力”或“推销能力”，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“文字游戏”。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，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。,词汇提示：商品：commodity促销：promotionaltechnique显著的：pronounced说服力：persuasivepower推销能力：sellingpower被宣传的商品：targetedgoods完整的：integrated插图：illustration文字游戏：aplayonwords鼓动性的，有用意的：loaded企业形象战略：companyimagestrategy(cis)包装：packing他国市场：overseasmarket符合：conformto,词汇扩展：广告广告促销：advertisingpromotion广告信息：advertisingmessage广告信息来源：advertisingsource广告反馈:advertisingfeedback广告媒体：advertisingmedia广告工作人员：advertisingstaff广告效果：advertisingeffect广告费：advertisingfee广告频率：advertisingfrequency,参考译文：withtherapiddevelopmentofacommodity-driveneconomy,theimportanceofadvertisingasapromotionaltechniqueisbecomingmoreandmorepronounced.aneffectiveadvertisementshouldbeattractive,attentiongrabbingandreadableaswellascontaininggreatpersuasiveorsellingpower,whichiscriticaltoappealtoonesdesiretobuythetargetedgoods.anintegratedadvertisementisusuallymadeupofthebrandorcompanytrademark,title,body,sloganandillustration,withthefirsttwoemphasizingaplayonwords.allthesefeaturesmaketheadvertisementlanguagealoadedlanguageonthewhole,whichismoreorlessdifferentfromothertypesoflanguageinstyleandeffect.thecommoditybrandandheadlineofanadvertisementarethekeycomponentsofcompanyimagestrategy(cis)andhelptointroducethetargetedcommoditytothemarket.greatemphasismustbeplacedonthepackagingaswellasqualitywhenacommodityentersanoverseasmarket.thebrand,trademarkandheadlineofanadvertisementshouldconformtothecultureandlinguistictraditionofthenewmarket,inanefforttogainacceptanceofthepotentialcustomers.,passage2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。美国市场营销协会认为广告的定义是：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，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，因而能产生一种特殊而难忘的，有时是持久的效果。,词汇提示：载体：carrier无处不在的：ubiquitous顾名思义：asthenamesuggests广而告之，宣传，公布：publicize美国市场营销协会：theamericanmarketingassociation(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：memorable,词汇扩展：广告涉及的学科语言学：linguistics心理学：psychology经济学：economics美学：aesthetics文学：literature营销学：marketing创意学：creativescience公共关系学：publicrelationshipscience新闻传播学：journalismandcommunication法学：scienceoflaw哲学：philosophy工商管理学：scienceofbusinessadminstration,参考译文：advertisingisoneofthecommonmediacarriers,whichisubiquitousandcanbeseeneverywhereinmodernlife.tosomeextent,goodadvertisementsarebecomingmoreandmoreacceptableandplayingamoreinfluentialroleinoursociety.advertising,asthenamesuggests,isakindofmediacarrierwhichpublicizeswidely.theamericanmarketingassociation(ama)definesadvertisingas:“thenon-personalcommunicationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”agoodad,withitsuniqueidea,novelconception,richcontent,imaginativewordsandsimplesyntax,cancertainlymakealastingimpressiononrecipients.advertisinglanguageinvolveslinguistics,psychology,sociology,economics,aesthetics,literature,marketing,creativescience,andotherelementsofvariousdisciplinesandhasitsownuniquelanguage-expressionruleandform,thusproducingakindofspecialandmemorable,sometimeslasting,result.,unit2enterprisedescription,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。,英译汉passage1:partnershipspartnershipisalegalassociationoftwoormorepeopleasco-ownersofabusinessforprofit.youandyourpartnerswouldsharetheprofitsandlossesofthebusinessandperhapsthemanagementresponsibilitiesaswell.partnershipmightremainasmall,two-personoperation.oritmightgrowintoaninternationalbusinesswiththousandsofemployees,assomeaccountingandconsultingfirmshave.therearetwobasictypesofpartnerships:generalpartnershipandlimitedpartnership.inageneralpartnership,allpartnersarelegallyequalandareliableforthebusinesssdebts.inalimitedpartnership,however,oneormorepeopleactasgeneralpartnersandrunthebusiness.theremainingpartnersarepassiveinvestorswhoarenotinvolvedinmanagingthebusiness.thesepartnershipsarecalledlimitedpartnersbecausetheirliabilityislimitedtotheamountoftheircapitalcontribution.theycantbesuedformoremoneythantheyinvestedinthebusiness.,词汇提示：partnership:合伙，合股association:联合，结合consulting:咨询的，商议的limitedpartnership:有限合伙企业liability:责任，债务co-owner:共有人operation:操作，活动generalpartnership:普通合伙企业passive:被动的,词汇扩展：corporation:公司centralenterprise:中央企业state-ownedbusiness:国有企业groupenterprise:集体所有制企业state-ownedholdingcompany:国有控股公司privateenterprise/individual-runenterprises:民营企业privately-runenterprise:私营企业individualenterprise:个体企业singleproprietorship:独资企业overseas-fundedenterprises:外资企业foreign-capitalenterprises:外资企业merchandisingbusiness:商业企业,passage2:advantagesanddisadvantagesofsoleproprietorshipssoleproprietorshiphasanumberofadvantages.oneistheeaseofestablishment.allyouhavetodotolaunchasoleproprietorshipistoobtainanynecessarylicensesandstartyourbusinesswithyourowndecisionaboutpricecharges,worktime,anddisposalofallprofitsatyourownwill.asoleproprietorshipalsoenjoystheadvantageofprivacy,whichmeansyoudonthavetoprepareanyreportsforoutsidersasyouwouldifyouownedacorporation.mostsoleproprietorshipsarerelativelysmallbusiness.thesmallscalereflectstheirlimi