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1、商务英语翻译,Unit One Advertising,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
2、统一,汉译英Passage 1:The Headline of an Advertisement The headline of an advertisement is thereto attract attention and transmit a hint of the key concept,so that your prospect will be provoked to stop and read more of the ad.If they dont read on,they will at least get some of the idea to be left with a
3、positive perception.The headline may work with the overall ad layout and any illustration to accomplish this.Advertising genius David Ogilvy,in his book Ogilvy on Advertising,says that on average,five times as many people read the headline as the body copy.“Unless your headline sells your product,yo
4、u have wasted 90 percent of your money,”he suggests.You want the ones who do read the whole ad to be your,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 on
5、e 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
6、 reader a benefit or deliver some news,or both.,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
7、advertising illustration 广告随文,Passage 2History of AdvertisingIn the ancient and medieval world such advertisingas existed was conducted by word of mouth.The first step toward modern advertising came with the development of printing in the 15th and 16th centuries.In the 17th century weekly newspapers
8、 in London began to carry ads,and by the 18th century such advertising was flouring.The great expansion of business in the 19th century was accompanied by the growth of an advertising industry;it was that century,primarily in the US,that saw the establishment of ad agencies.The first agencies were,i
9、n essence,brokers for space in newspapers.But by the early 20th century agencies became involved in producing the ad message itself,including copy and artwork,and by the 1920s agencies had come into being that could plan and execute complete advertising,campaigns,from initial research to copy prepar
10、ation to placement in various media.In the 21st century,with an intensely competitive consumer market,advertisers increasingly used digital technology to call greater attention to products.In 2009,for example,the worlds first video advertisements to be embedded in a print publication appeared in Ent
11、ertainment Weekly magazine.The thin battery-powered screen implanted in the page could store up to 40 minutes of video via chip technology and automatically began to play when the reader opened the page.For an ad to be effective,its production and placement must be based on a knowledge of the public
12、 and a skilled use of the media.Advertising agencies serve to orchestrate complex campaigns whose strategies of media use are based on research into consumer behavior and demographic analysis of the market area.A strategy will combine creativity in the production of,the advertising messages with can
13、ny 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 t
14、he effectiveness of advertising campaigns.,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digital technology 数字技术 printing technology 印刷技术
15、biotechnology 生物技术 chip technology 芯片技术technology of electronics 电子技术 materials technology 材料技术chemical technology 化学技术 information technology(IT)信息技术agricultural technology 农业技 multimedia technology 多媒体技术,英译汉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”
16、，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：promotional technique显著
17、的：pronounced说服力：persuasive power推销能力：selling power被宣传的商品：targeted goods完整的：integrated插图：illustration文字游戏：a play on words鼓动性的，有用意的：loaded企业形象战略：Company Image Strategy(CIS)包装：packing他国市场：overseas market符合：conform to,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
18、: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 frequency,参考译文：with the rapid development of a commodity-driven economy,the importance of advertising as a promotional technique is becoming more and more pronounced.An effec
19、tive advertisement should be attractive,attention grabbing and readable as well as containing great persuasive or selling power,which is critical to appeal to ones desire to buy the targeted goods.An integrated advertisement is usually made up of the brand or company trademark,title,body,slogan and
20、illustration,with the first two emphasizing a play on words.All these features make the advertisement language a loaded language on the whole,which is more or less different from other types of language in style and effect.The commodity brand and headline of an advertisement are the key components o
21、f Company Image Strategy(CIS)and help to introduce the targeted commodity to the market.Great emphasis must be placed on the packaging as well as quality when a commodity enters an overseas market.The brand,trademark and headline of an advertisement should conform to the culture and linguistic tradi
22、tion of the new market,in an effort to gain acceptance of the potential customers.,Passage 2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
23、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：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
24、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：creative science公共关系学：public relationship science新闻传播学：journalism and communication法学：science of law哲学：philosophy工商管理学：science of business adminstration,参考译文：Advertising is one of the commo
25、n media carriers,which is ubiquitous and can be seen everywhere in modern life.To some extent,good advertisements are becoming more and more acceptable and playing a more influential role in our society.Advertising,as the name suggests,is a kind of media carrier which publicizes widely.The American
26、Marketing Association(AMA)defines advertising as:“the non-personal communication usually paid for and usually persuasive in nature about products,services or ideas by identified sponsors through the various media.”A good ad,with its unique idea,novel conception,rich content,imaginative words and sim
27、ple syntax,can certainly make a lasting impression on recipients.Advertising language involves linguistics,psychology,sociology,economics,aesthetics,literature,marketing,creative science,and other elements of various disciplines and has its own unique language-expression rule and form,thus producing
28、 a kind of special and memorable,sometimes lasting,result.,unit 2 Enterprise Description,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passage 1:PartnershipsPartners
29、hip is a legal association of two or more people as co-owners of a business for profit.You and your partners would share the profits and losses of the business and perhaps the management responsibilities as well.Partnership might remain a small,two-person operation.or it might grow into an internati
30、onal business with thousands of employees,as some accounting and consulting firms have.There are two basic types of partnerships:general partnership and limited partnership.In a general partnership,all partners are legally equal and are liable for the businesss debts.In a limited partnership,however
31、,one or more people act as general partners and run the business.The remaining partners are passive investors who are not involved in managing the business.These partnerships are called limited partners because their liability is limited to the amount of their capital contribution.They cant be sued
32、for more money than they invested in the business.,词汇提示：partnership:合伙，合股association:联合，结合consulting:咨询的，商议的limited partnership:有限合伙企业liability:责任，债务co-owner:共有人operation:操作，活动general partnership:普通合伙企业passive:被动的,词汇扩展：corporation:公司central enterprise:中央企业state-owned business:国有企业group enterprise:集体
33、所有制企业state-owned holding company:国有控股公司private enterprise/individual-run enterprises:民营企业privately-run enterprise:私营企业individual enterprise:个体企业single proprietorship:独资企业overseas-funded enterprises:外资企业foreign-capital enterprises:外资企业merchandising business:商业企业,passage 2:Advantages and Disadvantages
34、 of Sole ProprietorshipsSole proprietorship has a number of advantages.One is the ease of establishment.All you have to do to launch a sole proprietorship is to obtain any necessary licenses and start your business with your own decision about price charges,work time,and disposal of all profits at y
35、our own will.A sole proprietorship also enjoys the advantage of privacy,which means you dont have to prepare any reports for outsiders as you would if you owned a corporation.Most sole proprietorships are relatively small business.The small scale reflects their limited financial resources.Therefore,
36、it may have more difficulty to get a loan.In some cases,the sole proprietorships independence may be a drawback because it often means that the business depends on the talents and managerial skills of one person.The major disadvantage is the proprietors unlimited liability.From a legal standpoint,th
37、e owner and the business are one and the same.Any legal damages or debts incurred by the business are the owners responsibility.In that case,the sole proprietor will have to sell personal assets to satisfy the business debt.A final disadvantage is that sole proprietorships often have a limited life.
38、The owners death may mean the demise of the business,particularly if the owners skills are crucial to the operation.,词汇提示：proprietorship:所有权disposal:处理price charge:要价outsider:局外人drawback:弊端managerial:管理的incur:招致，蒙受asset:资产demise:死亡，转让crucial:关键的，决定性的,词汇扩展：公司组织机构corporation:法人natural person:自然人director:董事board of directors:董事会shareholder:股东general meeting of shareholders:股东大会board of supervisors:监事会registered capital:注册资本general manager:总经理superior:上级empowerment:授权PA（personal assistant）:私人助理temp（temporary employee）:临时工,
