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1、Unit 7 Marketing,Overview,Sentence InterpretationInterpretation Skills Passage Interpretation (E-C)Passage Interpretation (C-E)Extra Exercises,Unit 7 Marketing,Sentence InterpretationInterpretation Skills Passage Interpretation (E-C)Passage Interpretation (C-E)Extra Exercises,Sentence Interpretation
2、,(1) Chinas gross domestic product reached 33.5 trillion yuan, up 8.7 percent from a year earlier. (国内生产总值) (2) The per capita disposable income of urban residents was 17,175 yuan, up 9.8 percent in real terms. (人均可支配收入) (3) The central government spent 127.7 billion yuan on medical and health care,
3、 an increase of 49.5 percent. (医疗卫生),Sentence Interpretation,(4)财政收入达6.85万亿元，同比增长11.7%。(fiscal revenue) (5)加快发展连锁经营和电子商务以降低经营成本和销售价格。 (chain-store operations) (6)在激烈的市场中，国有企业要站稳脚跟，发展壮大，必须具有一定的核心竞争力。 (core competitiveness),Unit 7 Marketing,Sentence InterpretationInterpretation Skills Passage Interpre
4、tation (E-C)Passage Interpretation (C-E)Extra Exercises,Interpretation Skills-Idioms,口译中的习语是如何定义及分类的？ 习惯用语（idioms），简称习语，惯用语，是种固定的表达法，所以又叫做set phrases。习语一词的含义甚广，一般指那些常用在一起，具有特定形式的词组，其蕴含的意义往往不能从词组中单个词的意思推测而得。汉语习语通常包括成语、俗语（folk adages）、格言（motto）、歇后语、谚语（proverbs）、俚语（slang）、行话(jargon)等。但英语中的习语没有汉语的习语分类详细
5、，我们从翻译角度总结英汉习语，可将其分成以下三类：a.英汉习语所用设喻形同义同; b.英汉习语所用设喻形异义同; c.英汉习语所用设喻形同义异。,Interpretation Skills-Idioms,对于以上几种习语在口译时，有何对策？ 习语是国家风俗人情及历史文化背景的反映，其翻译过程不仅是一个简单的文字解码过程，更是一种语言文化的传递过程。因此，在习语翻译过程中，除了信息传递、意思表达的一般问题以外,还会存在因文化不同与社会因素而产生的更大障碍，口译工作更是如此。我们在翻译习语时大致有三种处理方法: 一是直译, 二为意译, 三是在译入语中找出与之意思对应的习语来代替。为确保所翻译出的语
6、言传达了相对准确的意思和信息，通常需要在必要时加以补充解释,以防重要的意思和信息漏译误译。,Interpretation Skills-Idioms,(i) 形同义同英汉两种语言虽然文化背景不同, 但广大民众往往具有相同的社会经验和心理状态, 这就造成了一些习语在其形象或喻体上完全相同或基本相同; 其含义也基本相同, 甚至完全相同。因此, 在翻译这类习语时, 可以直接找出译入语中与源语中意思相对应的习语来代替。例如,Walls have ears（隔墙有耳）；constant dropping wears the stone （滴水穿石）；The spirit is willing but t
7、he flesh is weak（心有余而力不足）。另外, 一个语言里的有些习语是从另一语言中借用来的, 并被广泛使用, 成为借入语的固定习语。英汉两种语言中都有不少这样的借用的习语, 如汉语中的“以眼还眼, 以牙还牙”、“武装到牙齿”、“披着羊皮的狼”等习语就是从英语的“an eye for an eye, a tooth for a tooth”、“armed to the teeth”、“a wolf in sheeps clothing”移植来的, 而英语的“to lo se ones face”、“to save ones face”也是从汉语中的“丢面子”、“保面子”借用来的。,I
8、nterpretation Skills-Idioms,(ii) 形异义同在不同的文化背景下产生, 两种不同的生活环境决定了英汉同义习语的不同比喻, 即不同的喻体或形象。但即使是这样, 有时候我们仍然可以发现英语和汉语中存在不少形象虽然不同, 但是含义却基本相同或完全相同的对应的习语。例如，cast pearl before swine（对牛弹琴）；Like a cat on hot bricks（热锅上的蚂蚁）；a flash in the pan（昙花一现）等.(iii) 形同义异英汉两种语言中还有一些习语形象和结构非常相似, 但是含义相差甚远, 若用直译法翻译这样的习语, 则可能译错。如
9、pull ones leg，指开玩笑而不是拉后腿的意思；childs play，指简单容易而不是视同儿戏的意思；strange bedfellows，指萍水相逢而不是同床异梦的意思；in the same boat，指处于困境而不是同舟共济的意思；to be touch and go，指危险处境而不是一触即发的意思；throw a sprat to catch a whale， 指舍小利而求大利而不是抛砖引玉的意思；类似的这类形同义异的习语还有很多，翻译时应特别注意。,Interpretation Skills-Idioms,以上习语翻译大部分侧重的是英译汉，而具体针对汉译英，特别是很多带有典
10、故的汉语习语，口译时，在保证信息的尽可能传递的前提下，又兼顾时效性和文化因素，我们可以参考如下处理方式：(i) 直译例如，姜太公钓鱼，愿者上钩（like Chiang Tai Kung fishing, they have case the line for the fish who want to be caught）；瑞雪兆丰年 （a timely snow promises a good harvest）；人海战术 （huge-crowd strategy）等，这类习语简单易懂，直译利于中国文化走向世界。(ii) 意译例如，36计走为上计（make oneself scare）；待字闺中
11、（not yet engaged of a girl）;君子之交淡如水(a hedge between keeps friendship green)等，这种处理方法可以避开文化障碍，保证口译的时效性。,Interpretation Skills-Idioms,(iii) 借用译入语中相似的习语例如，班门弄斧（teach ones grandmother to suck eggs）; 拆东墙补西墙 (rob Peter to pay Paul); 抛砖引玉(throw a sprat to catch a whale)等，用译入语中的相似习语替代源语，利于听众听懂并接受。(iv) 直译加注例如
12、，三个臭皮匠，赛过诸葛亮（three cobblers with their wits combined equal Zhuge Liang the mastermind ）;强龙难压地头蛇 (even a dragon from the outside finds it hard to control a snake in its old haunt - Powerful outsiders can hardly afford to neglect local bullies);嫁鸡随鸡，嫁狗随狗（follow your husband wherever he goes - to be co
13、ntented with the man a woman has married）等，加注的方法使听者对习语中涉及的部分带有源语文化内容的词能更好的理解，更真切地感受其意义。,Interpretation Skills-Idioms,(v) 直译意译结合例如，曾经沧海难为水(one who has seen the ocean thinks nothing of mere rivers. To a sophisticated person there is nothing new under the sun.) 宁为玉碎，不为瓦全（better be a piece of broken jad
14、e than an unbroken tile， rather stand on principles than accept humiliation)；前怕狼后怕虎 （fear the wolf in front and the tiger behind，with hesitate in doing something）等，这种方法既传播了汉语言文化也使听者更容易明白习语的内涵。(vi) 正文引出典故例如，塞翁失马,安知非福(Misfortune might be a blessing in disguise。An old man by the name of Saiweng lost a
15、horse and did not know whether it is a good thing or a bad thing.）;守株待兔(Be lack of innovation. Stay by a tree hoping to catch a hare just because once a hare accidentally died there.); 宝山空回(Be unable to benefit from seeing great master. Return empty-handed from treasure mountain.) 对于这类牵涉典故的习语，可以视情况而
16、定，先意译其意思，若后面遇到需要引出典故时，可以将其具体内容点出。,Interpretation Skills-Idioms,英汉语言中的数字习语，该怎么翻译呢？英汉数字习语在习语中占有相当大的比例。因各国人民价值观念千差万别, 其内涵便有很大差异。通过对比英汉习语，我们将其归纳为以下几种情况：(i) 完全对应例如，A fall into a pit, again in your wit（吃一堑, 长一智）；Have two strings to ones bow( 一弓应备二弦，即 作好两手准备)；千里之行, 始于足下（Every march of a thousand miles begi
17、ns with one step）等，这类英汉习语中的数字一一对应，完全吻合，翻译起来难度不大。(ii) 不完全对应例如，Six of one and half a dozen of the other(半斤八两)；It takes two and sevens（七上八下）；狡兔三窟（It is a poor mouse that has only one hole)等，这类英汉习语中的数字不是一一对应，不能完全吻合，需要引起注意。,Interpretation Skills-Idioms,(iii) 不对应例如，Decathlon(男子十项全能）；五十步笑百步（The pot calls t
18、he kettle black）；鹬蚌相争, 渔翁得利（Two dogs strive for a bone and the third runs away with）等，这类习语里的数字有时英有汉无, 有时汉有英无。翻译数字习语时，了解习语中的数字的实指意义与虚指意义对于正确理解和掌握英汉数字习语至关重要。总之，要做好习语的口译，口译工作者在平时的学习生活中应加强文化背景知识和习语知识的积累与广泛了解。在口译的过程中除了要考虑习语的感情色彩，典故意义，文化背景，准确传达说话者的信息之外，还肩负有使听众更快更好地理解说话者的意图的责任。这样才能增强交际各方的相互理解，促进交际各方的顺利交流。,
19、Unit 7 Marketing,Sentence InterpretationInterpretation Skills Passage Interpretation (E-C)Passage Interpretation (C-E)Extra Exercises,Word Match,retailer special deal online shopper post-Thanksgiving weekend quintessentially initial subdued year-on-yearonline traffic limited-time free shipping,年同比 零
20、售商 初始的 限时免发货费 特惠活动 感恩节过后的周末 典型的 网上流量 网上购物者 不显著的，有节制,Passage Interpretation (E-C),Leading US retailers are today unleashing a lot of special deals aimed at online shoppers. /美国主要零售商今日将推出大量针对网上购物者的特惠活动。/,retailer: 零售商,retail commerce零售商业wholesalers批发商wholesale business批发商业agents代理商dealer经销商distributor
21、分销商distribution center配送中心intermediate trader中间商 subcontract分包specialty store(S.S) 专业店discount store折扣店convenience store(CVS) 便利店super market超级市场warehouse store仓储式商场vending machine自动售货机,Passage Interpretation (E-C),In another word, they are making effort to improve sales over the busy post-Thanksgiv
22、ing weekend, but have delivered sales only slightly ahead of last year. /也就是说，在感恩节过后的繁忙周末，尽管各商家使出浑身解数促进店内销售，但结果仅较去年同期略有增长。/,ahead of:在之前，这里表示超过、增长,表示超过的词语还有：exceed, outnumber, outstrip, pass, forereach, outclass, override, overrun, overtake, surpasseconomic growth 经济增长new economic growth point 新经济增长
23、点regional economic growth 区域经济增长sustainable growth rate 可持续增长率Economic Value Added(EVA) 经济附加值Growth Stock 成长型股票future growth value(FGV) 未来成长价值/未来增加值Growth Enterprise Market(GEM) 创业板市场,Passage Interpretation (E-C),A consulting company measured the number of people going into about 50,000 stores and e
24、stimated that shoppers spent $10.7bn on the day after Thanksgiving, only 0.5 percent up from last year. / 一家咨询公司对约5万家商店的顾客人数进行了评估调查。他们估计，在感恩节第二天，购物者消费了107亿美元，同比仅增长0.5%。/,Passage Interpretation (E-C),Last year, this company once estimated that post-Thanksgiving sales rose 3 percent, although on the w
25、hole seasonal sales slumped last year./去年，该公司估计，感恩节次日的销售额增长了3%。但是，去年全年的季节性销售总体上出现了大幅下降。/,Passage Interpretation (E-C),However, JC Penney Company, a company that has more than 1,000 lower-cost department stores and aims at the typical middle-American shopper, thought its Friday sales had been strong
26、across the country./ JC Penney公司拥有1000多家成本较低的百货商店，目标群为典型的美国中产购物者。但他们认为，其周五在全国的销售情况均很强劲。/,Passage Interpretation (E-C),Other retailers have not commented on their weekend sales, yet many of them will include the figures in statements this Thursday. /其它零售商未就周末的销售情况做任何评价。许多商家将在本周四发布的销售报告中公布这部分数据。/Accor
27、ding to the initial estimates, online business over the Thanksgiving holiday and weekend wont be too optimistic./ 根据初始估计，感恩节假期及周末期间网上购物的情况不会太乐观。/,statement: 结算单、报表,accounting statements 会计报表cost statement 成本报表Financial statements 财务报表Cash Flow Statement 现金流量表statement of work(SOW) 工作陈述Income Stateme
28、nt 损益表、利润表Profit Appropriation Statement利润分配表final statement 决算表forecasted statement 预测报表foreign currency statement 外币报表annual statement 年度报表interim statement 中期报表quarterly statement 季度报表Balance Sheet 资产负债表=Statement of financial position财务状况表general price level adjusted statement 按一般物价水平调整的报表,Passa
29、ge Interpretation (E-C),The estimates of online traffic also showed that visits to the top 500 retail websites fell 15 percent year-on-year on Thanksgiving Day, and 4 percent on Friday./网上流量的估测结果同样显示，500家最大零售网站的访问量在感恩节当日同比下降了15%，周五下降了4%。/,Passage Interpretation (E-C),W was again the busiest site on
30、Thanksgiving Day, with 15 percent of visits to the top 500 sites, ahead of Amazon with 12.4 percent. Website traffic includes customers checking online prices and information, as well as those actually buying./沃尔玛网站再度成为感恩节当日最繁忙的网站，占了500家最大网站访问量的15%，领先于亚马逊(Amazon)的12.4%。网站流量包括消费者查询网购价格和信息，以及实际购买操作。/,
31、Passage Interpretation (E-C),The Monday after the Thanksgiving holiday weekend has been dubbed as “cyber Monday”, because of an annual spike in business partly due to the fact that people use workplace computers to carry on holiday shopping./感恩节过后的周一被称作“网购星期一”，由于每年这一天，网购营业额每年都会出现高涨，部分原因是人们会利用办公电脑进行假
32、期购物。/,Passage Interpretation (E-C),Retailers are offering special online deals, as well as limited-time free shipping offers in a bid to encourage spending both today and through the week. /零售商将推出网购特惠活动、以及限时免发货费等优惠，以鼓励消费者将购物行为从今日延续至整周。/,in a bid to: 为了,表示“目的”的词语：aiming to；for；for the purpose of；in a
33、n attempt to；in order that；in order to；look forward to；so as to；so that；to；with a view to 表示“解释”的词语：a case in point比如；for example比如；for instance比如；frankly speaking坦率地说；in other words换而言之；in this case在这种情况下；namely也就是；or或者；that is也就是；that is to say也就是说,Unit 7 Marketing,Sentence InterpretationInterpret
34、ation Skills Passage Interpretation (E-C)Passage Interpretation (C-E)Extra Exercises,Word Match,国务院易购 分期付款打折促销 物美价廉多元消费平台对接洽谈会视频订货市场调研实惠消费,buyin installmentsvideo orderingmarket researchdiversified consumer platformdiscount selling and promotionsbetter-economy consumptionState Councileasy buyquality
35、 and inexpensivematch-making fairs,Passage Interpretation (C-E),今年以来，各级人民政府特别是商务主管部门认真贯彻落实国务院的统一部署。/Since the very beginning of this year, peoples governments at all levels, especially the commercial authorities，have been earnestly carrying out the general deployment of the State Council.,主管部门: auth
36、ority,课长supervisor 副课长deputy supervisor 特助special assistant 组长group leader 作业员operator 线长line leader 董事长president 首席执行官Chief Executive Officer总经理General Manager,客户经理Account Manager 采购经理 Merchandising Manager 销售主管Sales Administrator 行政主管Administrative Director 市场总监Marketing Director 项目经理Project Manag
37、er 管理顾问Management Consultant,Passage Interpretation (C-E),按照“出手要快、工作要实”的要求，从搞活流通入手，为引导、服务和促进广大商贸流通企业采取了一系列新举措：/Following the requirement of “rapid deployment and solid work”, they proceeded from the perspective of invigorating circulation and took a series of new measures in providing the commercial
38、 and trading circulation enterprises with the right direction, services and promotion. /,Passage Interpretation (C-E),一是创新营销方式，激发居民消费热情。/First, applying innovative marketing approaches to stimulate consumer interest. /例如，苏宁电器联合8家银行推出“家电易购”活动，让消费者“零首付、零利率、零手续费”分期付款购买家电。/For example, Suning Appliances
39、 has joined hand with eight banks in rolling out the “easy buy” activity, enabling consumers to buy home appliances in installments with zero down payments, zero interest and zero handling fees. /,营销: marketing,网络营销 internet marketing服务营销 service marketing营销模式 marketing mode营销理念 marketing ideas积分营销
40、marketing of total mark整合营销 integrated marketing电视广告营销marketing of TV Ads营销和销售脱节adrift of marketing and sales,Passage Interpretation (C-E),许多商贸企业兼顾厂家、消费者和企业的利益，在打折促销的同时，进一步提升服务质量，充分运用非价格手段刺激消费。/A lot of trading and commercial entities have taken into account the interests of the manufacturers, consu
41、mers and their own, improving the quality of their services and fully leveraging non-price means to stimulate consumption while engaging in discount selling and promotions. /,Passage Interpretation (C-E),二是开发适销商品，满足新型消费需求。/Second, developing marketable commodities to satisfy new consumer demand. /许多
42、地方针对居民消费特点开发物美价廉商品。/Lots of places have developed quality and inexpensive products in line with the consuming characteristics of the local residents. /家乐福经常邀请普通消费者开圆桌会议，摸准消费心理和预期，掌握更多的基础市场数据。/Carrefour regularly invites average consumers to roundtable meetings to better gauge their psychology and ex
43、pectations while accruing more basic market data. /,针对: be line with, targeted at,与相反be contrary to与相容be compatible with与不容be incompatible with与相背break with与相像resemblance to与抵触be inconsistent with与相辅相成be supplementary to each other与相关be related to，be bound up with, be relative to, be associated with
44、,Passage Interpretation (C-E),三是密切产需衔接，搭建多元消费平台。/Third, aligning production with demand and building a diversified consumer platform. /部分省市通过组织“工商企业大型对接洽谈会”，积极推动工商联手开拓市场。/Some provinces and municipalities have been vigorously encouraging market opening moves jointly by the manufacturers and traders
45、through large-sized match-making fairs for industrial and commercial businesses. /,Passage Interpretation (C-E),各地通过举办多种形式的洽谈会、展销会，采取积极导购、预约洽谈、视频订货等方式扩大销售；/Regions in China are expanding sales through trade fairs, exhibitions and shows, introducing such measures as guided shopping, appointed busines
46、s meetings and video ordering conferences. /组织商贸企业与出口企业建立联销、代理、总经销等合作方式，选择质优价廉、国内市场有需求的商品进店销售。/Commercial and trading enterprises have also been organized to establish cooperation with exporters in the form of joint sales, commissioning and general dealer arrangement, bringing selected quality and i
47、nexpensive commodities with a ready market into their shops. /,Passage Interpretation (C-E),四是降低企业成本，促进居民实惠消费。/Fourth, reducing business cost and promoting better-economy consumption. /许多商贸流通企业通过深入的市场调研、精细的企业管理，加大采购规模，最大限度地降低商品采购成本和企业运营成本，让利于消费者，促进实惠消费。/ A lot of commercial and trading circulation e
48、nterprises have increased the share of their purchase by introducing in-depth market research and fine business management practices. They have brought to consumers more benefits and encouraged better-economy consumption thanks to their pursuit of maximized reduction in purchasing and operational co
49、st. /,企业管理: business management,知识管理Knowledge Management 作业制成本管理Activity-Base Management 进料质量管理Incoming Quality Control成品质量管理Finish or Final Quality Control全面生产管理Total Production Management 全面质量管理Total Quality Control 全面品质管理Total Quality Management 出货质量管理Out-going Quality Control客户关系管理Customer Relat
50、ionship Management,Passage Interpretation (C-E),从年初以来的市场销售情况看，上述举措已经初见成效。元旦期间，商务部重点监测的零售企业销售额同比增长13%；春节期间，全国实现社会消费品零售总额2900亿元，同比增长13.8%，实现了今年市场销售的“开门红”。 /Judging from the market performance beginning this year, the above measures have seen their initial effectiveness materialized. During the New Yea
