H-4 企业宣传资料翻译

1、Unit 3 Translation of Corporate Promotional Materials/Literature,Hayley Oct. 2011,公司简介 产品说明书 广告,Text Type, Funtion and Skopos,公司简介,Vocative + Informative Who We Are (公司概况) What We Do（主营业务） How We Do It（业务流程） Our People（公司员工） Our Clients（主要客户） Our Culture and Mission（公司宗旨与文化） Prizes We Win (公司获奖情况) O

2、ur Goal and Commitment（奋斗目标）,产品说明书,Informative + Vocative Unique qualities 产品的性能和特点 Usage 产品的使用方法 Maintenance 产品的保管方法 .,广告,Text type: Vocative/Operative （宣传鼓动类/施加影响类） The identification function The information function The persuasion function How advertising works? Awareness Knowledge Liking Prefer

3、ence Conviction Purchase,公司简介 产品说明书 广告 p. 98-101,英汉企业宣传资料的差异及翻译原则,套用英语习见结构 陈述句： Things go better with Coca-Cola. 畅饮可口可乐，保您万事如意。 Motorola Wings 摩托罗拉， 飞越无限 祈使句： Just do it!（Nike耐克运动鞋） 想做就做！,Using the Conventional Strucure in the TL,套用英语习见结构 疑问句： How can something so small be so smart? 体积虽小，功效惊人 名词短语：

4、Ideas for life（Panasonic日本松下电视） 实现你的梦想 Human Technology（Nokia诺基亚移动通讯） 科技以人为本,Using the Conventional Strucure in the TL,套用英语习见结构 形容词短语： Easy In and Easy Out swivel cushion（汽车驾驶员坐垫） 旋转坐垫，进出自如 Too Good To Eat Just One（LAYS 乐事薯片） 吃了还想吃 介词短语： In Touch with Tomorrow（Toshiba东芝电器） 沟通未来 超越时空,Using the Conven

5、tional Strucure in the TL,绿色好心情 Feel it now. （祈使句） 一生相伴 Its for a lifetime（陈述句） 肌肤娇好，年年岁岁 Better skin year after year （名词短语） 没有最好，只有更好 To make the best even better （不定式短语）,套用英语习见结构 (Application),修辞手段在英文广告中的应用 双关pun Im More satisfied. “莫尔”香烟，我更满意。 夸张hyperbole Theres no place like Spiegel. Theres no p

6、lace like home to shop. 斯匹克天下无双! 到斯匹克购物宾至如归! Enjoy the flavour of the worlds NO.1. 请君享受世界一流的味道。,Use of Rhetorical Devices,修辞手段在英文广告中的应用 隐喻metaphor EAR FOODGive a listen to Sanyos newest CD players. Theyre moveable feasts for music-hungry ears. 耳朵的美餐 可移动的新一代三洋CD机，饱您耳福的音乐美餐。 排比parallelism The CORDIA:

7、Shaped by the wind; born for the road. 戈迪亚牌汽车：应路而生，风雨造就!,Use of Rhetorical Devices,修辞手段在英文广告中的应用 头韵aliteration Choosy mothers choose Jiff. 挑剔的母亲专爱挑吉弗牌花生酱 尾韵rhyme Compact impact 体积虽小，颇具功效 仿拟parody A Mars a day keeps you work, rest and play. 一天一块马尔斯巧克力，令你精力充沛、生活愉悦。,Use of Rhetorical Devices,修辞手段在英文广告中

8、的应用 重复repetition Home away from home. 虽不是家胜似家。 Cleans your breath while it cleans your teeth. 洁齿清气,Use of Rhetorical Devices,仿拟 随身携带，有备无患 随身携带，有惊无险。（速效救心丸） A heart reliever in need is a heart reliever indeed. 夸张 喝一杯即饮柠檬茶令你怡神醒脑！ For refreshment? All you need is a glass of Instant Lemon Tea!,修辞手段在英文广告

9、中的应用,明喻 轻柔绵软，呵护体贴（内衣广告） Light as a breeze and soft as a cloud 隐喻 清除皱纹，马到成功。（化妆品广告） A proven challenge to wrinkles 排比 当代经典，永久计时 A contemporary classic. A timeless timepiece. 拟人 一册在手，纵览全球（环球杂志） The Globe brings you the world in a single copy.,修辞手段在英文广告中的应用,双关 安波电器，能够成为一流 ABLE TO BE THE BEST 尾韵 衣食住行，有龙

10、则灵。（龙卡广告） With a Long Card, your life will not be so hard. 默默无闻的奉献 （蚊香片广告） Mosquito-repellent incense, repelling mosquitos in silence. 要想皮肤好，天天用大宝。 Apllying Dabao day morning and night makes your skincare a real delight. Want fair skin? All you need is Dabao.,修辞手段在英文广告中的应用,双关 Puns Spoil yourself and

11、 not your figure. (Dietice cream) 吃得尽兴，无损体型 Better late than the late. （宣传安全驾驶的公益广告） ？ Ask for More. 再来一支，还吸“摩尔”。 Make your every hello a real good-buy. （话机广告） ？,In-class exercises,夸张 Hyperbole Calvin Klein. Or nothing at all. (CK T shirt) 要么穿CK，要么就别穿 。 Weve hidden a garden full of vegetables where

12、youd never expect in a pie（美国Bisquick蔬菜什锦饼） ？ Now Sony turns your living room, your car and your backpage into a concert hall. （索尼音响装置广告） ？,In-class exercises,明喻 Simile Featherwater, light as a feather. （眼镜广告） Featherwater 眼镜, 轻如鸿毛。 A room for 5 toes. （鞋子广告） ？ Fly smooth as silk. （泰国航空公司） ？ Today, S

13、akura Bank is a thriving sakura. 如今，樱花银行正如一颗茂盛的樱花树。,In-class exercises,暗喻 Metaphor Wash the big city out of hair. （洗发水广告） 洗去头发上大城市的污垢。 EBEL, the architects of time. （手表广告） EBEL手表，时间的缔造者。 Kodak is Olympic color. 柯达就是奥林匹克的色彩。,In-class exercises,排比 Parallelism No business too small, no problem too big.

14、 IBM 广告 没有不做的小生意，没有解决不了的大问题。 “美的”家电，美的全面，美的彻底 Unrivalledquality, unbeatableprices, unreservedservice The auto industry calls it “Luxury” The liquor industry calls it “Premium” The airline industry calls it “First Class” The hotel industry calls it “Five Star” The securities industry calls it “Blue C

15、hip” In the communication industry It is called TIME （时代杂志广告） 汽车行业把它称之为 高档轿车 制酒工业把它称之为 高档酒 航空工业把它称之为 头等舱 宾馆行业把它称之为 五星级 保险业把它称之为 稳健投资 信息行业它被称之为时代杂志,In-class exercises,押韵 Rhyming Wonder where the yellow went. （pepsodent牙膏广告） 黄斑牙到哪里去了？ Ford Trucks. The Best Never Rest. 福特汽车，最好的永不停息. East is east and we

16、st is west. But Browns meat is best. （肉类广告） ？ Flash. Dash. Classic splash. （饮料广告） ？ Hi-fi, Hi-fun, Hi-fashion, only for Sony. ? We integrate, you communicate. （三菱重工） 我们集大成，您超越自我。 My goodness! My Guinness! （啤酒广告） ？,In-class exercises,仿拟 Parody Where there is a way for car there is a Toyota. 有车必有丰田。 W

17、here there is a will, there is a way.有志者，事竟成。 Give me Green World，or give me yesterday. （护肤品广告） 要么给我绿世界晚霜，要么还我昨日的青春容颜。 Give me liberty,or give me death.不自由，毋宁死。 All roads lead to Holiday Inn. 条条大路通向假日餐馆。 All roads lead to Rome.条条道路通罗马。 Beauty is more than skin deep . 美绝不是肤浅的。 Beauty is but skin deep

18、. 美貌只不过是皮相之物。,In-class exercises,拟人 Personification Flowers by Interflora speak from heart. 艳特总汇的鲜花发自内心的祝福. Born to run. （汽车广告） 这是一则汽车广告,作者在这里将钢铁制成的汽车人格化,既体现了驾驶者的意气风发的姿态,又说明了汽车的本质功能行驶的工具. ？,In-class exercises,反衬/对比 Contrast Tides in, dirts out. （汰渍洗衣粉） ？ We refine. You relax. （宾馆广告） 我们服务，您享受。 Only f

19、ine medicinal herbs make fine herbal medicines. 药材好，药才好。,In-class exercises,反复 Repetition Take Toshiba, take the world. 拥有东芝，拥有世界。 Deliciously simple. Simply delicious. （快餐 广告） 美味简单，简单美味。 Double delicious. Double your pleasure.（食品广告） 双重美味，双重享受。,In-class exercises,企业简介,企业简介是企业对外宣传的重要窗口。一份好的简介翻译有助于企业寻

20、找国外市场，传播企业信息，展示企业良好形象和产品。同样，一份误译百出的简介则会大大损害企业的形象，让外商怀疑该企业的正规性和专业性，不利于公司产品的销售。当前国内较多企业简介的英文译文存在着不少的问题，如译文表达不清，长篇大论等。我们有必要研究企业简介的汉英翻译。企业简介汉英翻译需要具体的翻译原则和方法。企业简介的翻译从专业术语开始。术语翻译有以下特点：,术语的专业化Professional,龙头企业 a locomotive or flagship or leader 拳头产品: core product, competitive product (not fist product) 傻瓜相

21、机：a user-friendly camera (not a fools camera) 环保型产品:environment-friendly product (not environmental product) “专业生产经营”: specialize in, engage in, handle a range of business including 占地面积: cover an area of 年产量: with an annual output 具有自营进出口权: being entitled to self-import and self-export rights “奉行坚持

22、.原则；以.宗旨,在方针指导下 ”: hold / abide by the principles of , adhere to the aims of, follow the tenet, based by the motto of the company, with the enterprise spirit of with the guidance of,术语的专业化Professional,经批准: approved, appointed, permitted, authorized 集于一体: feature, integrate, combine 外资企业: foreign-fun

23、ded enterprise 合资企业: joint venture 合作企业: cooperative enterprise 独资企业: wholly foreign-owned enterprise 产品销往: products have been distributed to,术语的专业化Professional,获得奖项: rank the titles 通过ISO9002质量认证: be granted the Certificate of ISO9002 International Quality System 最受欢迎产品奖: be awarded most welcome pr

24、oducts 荣誉企业: honorable enterprise 优质企业: qualified enterprise 一级企业: class A enterprise 优质的品质和一流的服务: best quality and first-class service,英汉企业宣传材料的文体特点对比,英语 用词简单 使用抽象名词 多使用简单句,汉语 常用描述性很强的词汇 多使用修辞手法 多用含并列结构的长句,英语（用词简单）,Metrostav is one of the thriving leaders among Central European construction compani

25、es, characterized by sustainable growth of production performance and market value, with management levels meeting EU standards Metrostav公司是中欧建筑公司中势头迅猛的龙头企业，其生产业绩和市值持续增长，管理水平符合欧盟标准。 Founded in 1837, Procter & Gamble is one of the largest consumer packaged goods companies in the world. 宝洁公司始创于1837年，是

26、世界上最大的快速消费品公司之一。,英语（使用抽象名词 ）,Reliability, security and customer proximity is included in the philosophy of PostBus Switzerland（瑞士邮政巴士旅游局）. 瑞士邮政巴士旅游局的理念是可靠、安全、亲近顾客。 A fortune 100 company with global presence and impact, Motorola had sales of US $35.3 billion in 2005. 摩托罗拉是世界财富百强企业之一，拥有全球性的业务和影响力，2005

27、年的销售额为353亿元。,英语（多使用简单句 ）,Volve, the Swedish automotive, energy and food group, increased its profits by ten point nine percent in the first quarter of the year despite a fall of five percent in group turnover（营业额）. 瑞典汽车、能源和食品公司集团沃尔沃本年度的总营业额下降了5%，但其利润却提高了10.9%。 With global headquarters in Detroit, GM

28、 manufactures its cars and trucks in 33 countries. 通用汽车的的全球总部坐落在底特律， 迄今在全球33个国家建立了汽车制造业务。,汉语（常用描述性很强的词汇）,萃华楼烹制的菜肴选料精细，操作严谨，刀法娴熟，讲究火候。成品具有“清、鲜、脆、嫩”的特色，而且“色、香、味、形、养”五质具备。 Dishes served at Cuihualou Restaurant require fine materials, meticulous cooking, adept skills and strict cooking time. All of dish

29、es are pleasant to your eye, your tongue and above all, your health. 我公司经营的品种中有举世闻名的贝雕工艺品；色彩艳丽、种类繁多的人造花卉；令人爱不释手的小工艺品；体态生动活泼的各式玩具；款式新颖、穿着舒适的各种工艺鞋；稀有名贵的钻石珠宝；技艺精湛、巧夺天工的玉石雕刻；格调高雅的抽纱工艺品与50余类其它商品。 Our products include shell carvings, colorful artificial flowers, small artcrafts, lifelike toys, fashionable

30、 and comfortable shoes, rare jewelry, meticulous jade carvings and sophisticated drawnwork as well as over 50 other varieties of goods.,汉语（多使用修辞手法）,一座现代化的钢铁联合企业屹立在东海之滨。 A modern integrated iron & steel complex is located on the shores of the East China Sea. 诞生于上世纪末的虎豹集团，信守孜孜以求、永不言退的发展理念，在市场经济的大潮中，任凭

31、浊浪排空，惊涛拍岸，独有胜似闲庭信步的自信，处变不惊，运筹帷幄。尽握无限商机于掌间，渐显王者之气于天地。 Founded in the late 20th century, the Hubao Group has its philosophy of seizing business opportunities and achieving its brilliance in the ever-changing and competitive market.,汉语（多用含并列结构的长句）,饭店主楼12层，拥有客房659间（套），客房具有国际标准，装有自动调节室温的中央空调、能接收国际卫星节目的彩色

32、电视系统、国际国内直长途电话，小酒吧酒水齐备，床位宽阔舒适。 The 12-storey main building of the hotel has 659 rooms (suits) meeting the international standard, equipped with central air conditioning, color TV with satellite programs, IDD and DDD phones, mimi-bars and comfortable beds. 海尔在全球建立了29个制造基地，8个综合研发中心，19个海外贸易公司，全球员工总数超过5

33、万人，已发展成为大规模的跨国企业集团，2008年海尔集团实现全球营业额1，220亿元。 The Haier Group has established 29 manufacturing bases, 8 R&D centers and 19 overseas trading companies. The company has turned into a large-scale multinational with over 50,000 employees around the world and a RMB 122 billion global turnover in 2008.,企业宣传

34、资料的翻译原则,英译汉时，在保存原文信息的同时，可适当增加其美感和渲染程度； 汉译英时，在保存原作信息的同时，可适当降低其美感和渲染程度。,关于公司性质与定位的常用表达,Haier is the worlds fourth largest white goods manufacturer and the most valuable brand of home appliances in China. 海尔集团是世界第四大白色家电制造商，“海尔”是中国最具价值品牌。 Black & Decker is a global marketer and manufacturer of quality p

35、ower tools, hardware, household appliances, plumbing and building products used in and around homes and for commercial applications. 百得公司是全球性的生产商和营销商，产品包括高品质的电动工具、五金器具、家用电器、管道设施及建筑用品等，百得所生产的产品广泛运用于家用及商业领域。,关于公司创立及历史的常用表达,The company was founded in 1807, during the Jefferson presidency. In the early

36、years, Wiley was best known for the works of Washington Irving, Edgar Allan Poe, Herman Melville, and other 19th century American literary giants. By the turn of the century, Wiley was established as a leading publisher of scientific and technical information. 威利公司成立于杰斐逊总统任期的1807年。成立初期，公司因出版华盛顿欧文、埃德

37、加艾伦坡、赫尔曼梅尔维尔等19世纪美国文学巨匠的著作而闻名。20世纪之交，威利公司又成为引领科技信息的出版商。,关于公司业务范围及规模的常用表达,Metcalf, the multinational manufacturer of food products, is based in Liverpool, UK, and operates factories, sales offices and depots in over sixty countries. Its chief products are chocolate snacks, canned fruit and vegetables

38、, ice cream, soups and teas. 梅特卡夫股份有限公司是一家跨国食品制造商，总部位于英国的利物浦，在60多个国家设有工厂、销售办事处以及库房。公司的主要产品有巧克力、水果罐头和蔬菜、冰淇林、汤料及茶等。,关于公司管理理念的常用表达,GM takes seriously its responsibility to improve the lives of Chinas citizens by using its resources to contribute to their social welfare, and to build a cleaner, safer an

39、d healthier environment. 通用汽车以提高中国人民的生活为己任，致力于利用资源帮助提高社会福利，并兴建更加清洁、安全、健康的环境。,关于公司获奖的常用表达,Kelly Services has been recognized for its quality processes, management practices, supplier diversity, and community involvement with the awarding of Intel Corporations Certified Supplier Quality Award, Johnson

40、s Supplier Diversity Partnership Award, American Red Cross Corporate Citizen Award, Michigan Minority Business Development Councils Corporation of the Year, Fortune Magazines Most Admired Companies list, and Workforce Magazines “80 People, Events& Trends that Shaped HR”. 凯利服务公司在品质流程、管理实务、供应商多样化和参与社区

41、活动等多方面受到社会的广泛认可，荣获英特尔公司授予的“品质认证供应商奖”、强生公司授予的“供应商多样性合作伙伴奖”、美国红十字会评选的“企业公民奖”以及密歇根州少数族裔商业发展委员会颁发的“年度最佳企业奖”等多种奖项，并荣登财富杂志评选的“最受尊敬企业”排行榜，以及美国劳动力杂志评选的“影响人力资源的八十大人物、活动及发展趋势”之列。,关于公司规章制度的常用表达,ACCOUNTS AND RECORD-KEEPING We will continue to observe the most stringent standards in the keeping of our financial records and accounts. Our books and records must reflect all components of transactions, as well as our own standard of insisting upon an honest and forthright presentation of the facts. 账目和记录保管 在保管我们的财务记录和账目方面，我们将继续遵守最严格的标准。我们的帐