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1、Unit 5E-Commerce电子商务,Unit 11International Business Advertisement国际商务广告,Page 2,Interpreting Skills（口译技能介绍）,口译中的临场应变技巧 口译前的准备至关重要，从语言、心理到相关主题知识都要做好细致充分的准备工作。可是，在口译现场难免遇到一些未考虑到的突发情况。这时一定要沉着冷静，根据具体情况取具体的处理措施。一般说来，口译现场常见的问题主要有以下几类。一、没听清、漏听或者没听懂 由于口译现场环境、讲话人语速、语音等因素，或者由于译者准备有疏漏、现场一时分神等原因，就会出现这种情况。如果是次要内容，
2、并不影响大局，可以省略或采取模糊处理的办法。如果是关乎全文的关键性内容，就必须认真对待。在相对宽松的环境下，如果方便得体，最好立刻询问讲话人，或者请教现场的相关专家；如果是非常正式的场合或者大会发言，只能先用比较中性或模糊的话语过渡，然后集中注意力，寻找机会调整补救。二、错译 认识到自己译错了以后，可以重译，并且对正确的译文采取重音重复的办法，或者以解释的语气和方式，用 I mean,or rather,that is 或“就是说”、“确切地说”引出正确的译文,既能及时纠正，又从容不迫，在听众不知不觉中进行补救。三、不会译 不会译是由于两种原因造成的，一是没听懂，此时可以按第一种情况处理。二是
3、听懂了，却一时找不到恰当的表达，此时可先直译，再按自己的理解进行解释。虽然译文难免生涩，原文韵味丧失殆尽，但不会造成误解，也不会影响交流的进程。口译中遇到习语、典故、诗词、幽默或专有名词时，如果没有充分的准备或事前不了解讲话内容，一时就很难在目标语言中找到对应的表达。此时要力争译出原文的大意，传达出讲话人的主旨，并且使交流顺利地进行下去，哪怕译文欠妥也无伤大雅。译专有名词时，如果拿不准，还可以在译文后重复原文，听众中的专业人士很可能立刻就清楚了。,Page 3,Interpreting Skills（口译技能介绍）,四、讲话人说错 口译中也可能遇到讲话人说错的情况，如果有明显违背史实或常识的错
4、误，或者是讲话人口误，译员意识到了这个错误，如果能改正，应该在译文中予以纠正。如果译员怀疑讲话人说错，却又不能肯定，在方便的情况下，应向讲话人确认；在大型会议场合中，如果涉及地点、逻辑、事实、数据等方面的错误时，译员即使发觉了也不必纠正，应按原文翻译，听众自己会做出判断和评价。五、讲话人逻辑混乱 口译常常译的是即席讲话或发言，而人们在即席口头表达中，由于思维和语言水平的限制，经常会出现不必要的重复、拖沓、语言模糊，或者断句、层次不清、逻辑关系混乱等现象，这给译员造成了很大困难。译员要善于对原文进行梳理，分清逻辑层次，迅速抓住主次。对于啰嗦重复的部分，应删繁就简、同义合并；对于逻辑不清的部分，要
5、尽量理出层次和头绪，并在译文中体现出来；对于断句或语意不完整的部分，应首先进行句法转换，并加以补充，力求完整。另外，如果下文接着说或继续相关内容，则应该在下文的翻译中，做到与此句相呼应，体现上下文的关联性和逻辑关系。六、讲话人语言不得体 由于英汉两种语言的文化背景不同，思维和表达方式上差异很大，双语交流时难免有文化的冲突。译员应掌握两种文化背景知识，提高敏感度，在讲话人言语不得体的时候，要灵活处理，或者略去不译，或者淡化，或者变通，避免误解，使交流能顺利进行。,Page 4,Background Knowledge背景知识,In fact,electronic commerce,commonl
6、y known as e-commerce,consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks.The meaning of electronic commerce has changed over the last 30 years.Originally,electronic commerce meant the facilitation of commercial transact
7、ions electronically.The initial development of e-commerce began in the 1960s and 1970s,when banks began transferring money to each other electronically,using the technology of EFT（Electronic Funds Transfer）,and when large companies began sharing transaction information electronically with their supp
8、liers and customers via EDI（Electronic Data Interchange）.The growth and acceptance of credit cards,ATM and telephone banking in the 1980s were also forms of electronic commerce.From the 1990s onwards,electronic commerce would additionally include enterprise resource planning systems(ERP),data mining
9、 and data warehousing.,Page 5,Background Knowledge背景知识,实际上，电子商务，通常也称为E商务，它是由商品或服务的购买及销售两个过程组成的，这个买卖过程又是通过诸如互联网和其他计算机网络等电子系统实现的。电子商务的含义在过去30年间不断演变，最初，电子商务意味着通过电子手段使商业交易便利化。它的最初发展始于20世纪60到70年代，那时银行开始采用EFT（电子汇兑）的技术进行相互间的电子转帐，而大型企业则开始通过EDI（电子数据交换）技术和它的供应商及顾客进行电子化的交易信息共享。80年代里信用卡、自动提款机（ATM）和电话银行的发展及广为接受，
10、也是电子商务的新形式。从90年代开始，电子商务又增加了企业资源计划系统（ERP），数据挖掘和数据仓库等形式。,Page 6,Practice Materials（实训材料）,Step 1:Warming upDialogue 1Dill：Hi,Jack,look at this:Tips for Happy Online Shopping.Jack：Let me have a look.Oh,the first tip is:Shopping at a Secure Site.But how to do it？Dill：You can tell whether a site has a sec
11、ure server by the appearance of a small padlock or an unbroken key in the bottom left-hand corner of your browser.Jack：Its really new for me.Ive never tried finding any padlock or key before.And look at the next one:Shop at Names you know.Dill：That means if you want to shop from a lesser-known onlin
12、e store,you ought to find a phone number and address for the shop.Jack：Whats the use?Dill：You can call the number to make sure it really exists.Jack：Good idea.Anything else?,Page 7,Practice Materials（实训材料）,Dill：The third one is:Print the Contract.Jack：Whats the detail?Dill：Once youve made an online
13、transaction,the site should give you an on-screen contract.Jack：I did receive a contract last time when I made an attempt to buy a VCD online.Dill：What did you do then?Jack：Let me think.I just have a short look at it,and,and I cancel it.I dont think it was of any use later.Dill：You shouldnt repeat t
14、he same next time,because the contract shows details of what youve bought,cost,etc.This is a permanent record of your purchase,so make sure you keep it.Jack：A little bit complicated.Dill：But surely they are practical method.Look,heres the last tip:Check Delivery and Other Charges.Jack：But why?Stores
15、 might not cheat their shoppers.Dill：But you should remember:when you are buying from an oversea site,you ought to be vigilant.Because what may seem like a bargain from a US site may not be such a coup once youve added overseas shipping charges.Jack：Truly Ive learnt a lot today.,Page 8,常用词汇和短语tip pa
16、dlock browserlesser-knownon-screen contractCancelpermanent recordVigilantCoupshipping charges,Practice Materials（实训材料）,情报，秘密提示挂锁浏览器鲜为人知的屏幕上显示的合同撤销，取消永久记录警觉的；警惕的妙招，妙计运费,Page 9,Notes1.You can tell whether a site has a secure server by the appearance of a small padlock or an unbroken key in the bottom
17、left-hand corner of your browser.你可以从你的浏览器左下角是否出现一个小锁或一个没有破裂的钥匙，来判断该网站是否有保密服务器。2.Once youve made an online transaction,the site should give you an on-screen contract.一旦你进行过一笔网上交易，该网站就应该在屏幕上显示一项合约。3.This is a permanent record of your purchase,so make sure you keep it.这是你购物的永久性记录，可千万要保留。4.Because what
18、 may seem like a bargain from a US site may not be such a coup once youve added overseas shipping charges.因为有些美国网站提供的货物看上去很便宜，但如果加上运费可能就不那么划算了。,Practice Materials（实训材料）,Page 10,参考译文：迪尔：喂，杰克，看这条新闻：网上快乐购物秘诀。杰克：让我看一下。噢，第一条是在安全的网站购物，但怎么做呢？迪尔：你可以从你的浏览器左下角是否出现一个小锁或一个没有破裂的钥匙，来判断该网站是否有保密服务器。杰克：我还真没注意这事。我以前从
19、来没有试图找过小锁头或钥匙。看下一条：在你知道名字的电子商店购物。迪尔：这是说如果你打算在一个不太有名的网上商店购物，要找到该店的电话、地址。杰克：这是管什么的？迪尔：你可以给这个号码打电话，确定这家商店确实存在。杰克：好办法。还有呢？迪尔：第三条是：打印出合同。杰克：详细内容是什么？迪尔：一旦你进行过一笔网上交易，该网站就应该在屏幕上显示一项合约。杰克：上次我在网上购买一台VCD时，确实收到过合约。迪尔：那你怎么做的？杰克：我想想。我只是简单地看了看，然后我就把它删掉了。我认为它以后没什么用处了。迪尔：下次可别这么做了。因为合约上详细标明你购物的项目和价格等等。这是你购物的永久性记录，可千万
20、要保留。杰克：有点麻烦。迪尔：但这可都是实用的方法，看，这是最后一条秘诀：检查送货方式和费用。杰克：为什么要这样呢？商店不会欺骗顾客吧。迪尔：但是你要记住：当你要通过海外网站购物时，你需要当心点。因为有些美国网站提供的货物看上去很便宜，但如果加上运费可能就不那么划算了。杰克：我今天可真长见识了。,Practice Materials（实训材料）,Page 11,Dialogue 2Representative:Hello.How can I help you today?Customer:Hello.Id like some information on the telephone banki
21、ng services offered by your bank.Representative:Certainly.Wheres your account number?Customer:At the High Street Branch.Representative:What would you like to know?Customer:How do I sign up?Representative:Just let me know,Ill sign you up immediately.Customer:Can you tell me how the telephone banking
22、services work?Representative:You can do all your day-to-day banking over the telephone,24 hours a day.Customer:Thats great.How do I access my account?Representative:Just call the bank,key in your PIN number and listen to the menu of options available.,Practice Materials（实训材料）,Page 12,Customer:How do
23、 I choose which option I want?Representative:Just press the number for the service stated by the recording.Customer:What kind of things can I do?Representative:You can check your balance,pay bills or even transfer money to another bank.Customer:Thats fantastic!Can I trade stocks and bonds?Representa
24、tive:Im afraid youll have to have a special account for that.Customer:What about getting help if I have any problems?Representative:Theres an automated answering machine and staff are available 9 to 5 seven days a week.Customer:It all sounds very good to me.Id like to sign up.Representative:Alright,
25、can you answer a few questions please?Customer:Certainly,Practice Materials（实训材料）,Page 13,常用词汇和短语telephone banking account sign up day-to-day option balance transfer sth.to fantastic trade stocks bonds automated answering machine,Practice Materials（实训材料）,电话银行账户注册每天的，日常的选项；选择余额 把转到极好的；了不起的交易股票债券；公债自动
26、应答机,Page 14,Notes1.You can do all your day-to-day banking over the telephone,24 hours a day.您全天24小时都可以通过电话银行处理所有的日常银行业务。2.Just call the bank,key in your PIN number and listen to the menu of options available.您只要给银行打电话，输入您的PIN号码，收听菜单选项。3.Just press the number for the service stated by the recording.只
27、要按下与所述的服务相对应的号码。4.You can check your balance,pay bills or even transfer money to another bank.您可以查询余额，支付账单，甚至转帐到另一家银行。5.Theres an automated answering machine and staff are available 9 to 5 seven days a week.有一个自动应答机和工作人员，每周七天从早9点到下午5点为您提供帮助。,Practice Materials（实训材料）,Page 15,参考译文业务员:您好，现在您有什么需要我帮忙的吗？
28、顾客:您好,我想了解一些贵银行提供的电话银行的服务信息。业务员:当然可以。您的帐号是在哪儿开设的？顾客:在高街分行。业务员:请问您想了解些什么？顾客:我该如何注册呢？业务员:只要告诉我，我会立即为你注册。顾客:你能告诉我电话银行服务是如何进行的吗？业务员:您全天24小时都可以通过电话银行处理所有的日常银行业务。顾客:那太好了。那我如何进入我的帐户呢？业务员:您只要给银行打电话，输入您的PIN号码，然后收听菜单选项。顾客:我该如何选择选项呢？业务员:您只要按下与所述的服务相对应的号码。顾客:我能做些什么呢？业务员:您可以查询余额，支付账单，甚至转帐到另一家银行。顾客:这太棒了！我可以买卖股票和债
29、券吗？业务员:那恐怕您还需要设立一个专门的账户。顾客:如果我有什么问题，又该如何获得帮助呢？业务员:有一个自动应答机和工作人员，每周七天从早9点到下午5点为您提供帮助。顾客:这一切听起来很不错。我想要现在注册。业务员:好的，您能回答我几个问题吗？顾客:当然可以,Practice Materials（实训材料）,Page 16,Step 2:English-Chinese TranslationModel 1 提示：下面一段对话中，琳达和戴西正在讨论网络竞标的可靠性，请先熟悉列出的词汇和短语再听录音，并在录音停顿时开始口译。Linda:Daisy,I have something really
30、cool to tell you!Do you know anything about online auction?Daisy:Not really.Linda:Theyre awesome!I was browsing through the eBay auction today,and I found the little cutest fat copper Buddha!Its over a hundred years old.Daisy:Please dont tell me you bought it.Linda:Why not?Daisy:If you did,you proba
31、bly got ripped off.Linda:Oh,please!Dont be so old-fashioned!Its totally safe.Daisy:I hope you didnt trust anyone with your credit card number.Linda:All I did so far was to make a bid on the Buddha.It was easy!Daisy:Easy?Ha!It was easy for them to cheat you!Linda:Oh,come on!I just gave them my e-mail
32、,my address and my phone number.And my name,of course.Daisy:How much did you bid?Linda:Eighty-five dollars.If my bid is the highest offer three days,I win!Its fun!Daisy:Well see how much fun it is after they take all your money!Linda:But they wont!I checked the sellers history,and he got good review
33、s from other buyers.Daisy But if he had his friends fake the reviews?Linda:You are so paranoid!Not everybody is a crook,you know.,Practice Materials（实训材料）,Page 17,参考译文琳达：戴西，我有件很酷的事情要告诉你！你知道网络竞标是怎么回事吗？戴西：不是很了解。琳达：那特别棒！我今天在eBay 竞标网上浏览，发现一尊很可爱的铜质胖佛像。它已经有一百多年历史了！戴西：请别告诉我你买了。琳达：为什么不能买？戴西：因为你可能上当受骗了。琳达：喔，
34、拜托！别这么老古板嘛！这是绝对安全的。戴西：我希望你可别轻信他人，随便就把信用卡号泄露了。琳达：我到目前为止只是参加了这佛像的竞标。很简单的！戴西：简单？哈！他们骗你上当才叫简单呢！琳达：喔，拜托！我只给了他们我的电子邮件地址、我家地址和电话而已！当然，还有我的名字。戴西：你出价多少？琳达：85美元。若三天后仍旧是我的标价最高，我就赢啦！很好玩的！戴西：等你被骗个精光，我们就知道有多好玩了！琳达：不会的！我查过卖家的记录，其他买家过去对他的评价都不错。戴西：万一那份评价是他叫他朋友捏造的呢？琳达：你也太多疑了！你知道不是每个人都是骗子。,Practice Materials（实训材料）,Pag
35、e 18,Situational Dialogue A Linda：Is the E-marketing the marketing with the help of the Internet?Daisy：Yeah.Its also an essential part of the E-commerce.Linda：Are there any differences between the E-marketing and the traditional marketing?Daisy：Quite a lot.And the E-marketing impacts the marketing a
36、 lot.Linda：What are they?Daisy：The traditional marketing is made up of four Psproduct,price,place and promotion,while the E-marketing consists of four Cscustomer,cost,convenience and communication.Linda：They are different in notion.Daisy：In addition,the E-marketing is essentially different from the
37、traditional marketing in the means,the manner,the tool,the place and the strategy of marketing.Linda：It seems that I have to learn this.Daisy：The era of the Internet is challenging us.Linda：I have the same idea.,Practice Materials（实训材料）,Page 19,参考译文琳达：网上营销就是借助因特网进行的营销活动吧？戴西：是的，它也是电子商务的一个基本组成部分。琳达：网上
38、营销与传统营销有没有区别？戴西：有很大的区别。网上营销对市场营销产生了巨大的冲击。琳达：有哪些表现？戴西：传统营销要素由4p组成，即产品、价格、渠道和促销。而网上营销由4c组成，即顾客、成本、便利和沟通。琳达：这是观念上的不同。戴西：除此之外，网上营销的手段、方式、工具、渠道以及营销策略等方面与传统营销也有着本质的不同。琳达：看来我还得学习这方面的知识。戴西：这是网络时代对我们的挑战。琳达：我也这样认为。,Practice Materials（实训材料）,Page 20,Model 2 提示：张先生有意在网上做生意，又有些担心其安全性，于是史密斯先生向他介绍了网上交易的一些安全措施，请先熟悉列
39、出的词汇和短语再听录音，并在录音停顿时开始口译。张先生:经常听到有黑客冲击网络的报道，我对网上交易的安全性有点担心。Smith:This is true and also a problem that the Business Trading Center should settle.张先生:用什么办法可以解决这个安全问题呢？Smith:They solve the problem by authentication,access control,security and auditing.张先生:可是如果信息需要修改怎么办？Smith:There is the encryption tech
40、nology,which is the principal secure measure that the E-commerce is taking.张先生:PC机上可以装防火墙，网络上也可以吗？Smith:Of course it can,for the fire wall is originally a thing of the network.张先生:原来是这样。,Practice Materials（实训材料）,Page 21,参考译文Zhang:Its often reported that hackers attack the web,and this makes me worry
41、 about the security of the online transaction.史密斯：这是一个事实，也是商务交易中心应该解决的一个问题。Zhang:How to solve the security problem?史密斯：一般用认证、访问控制、保密、审计的方法进行解决。Zhang:But what to do if the information wants modifying?史密斯：有加密技术，它是电子商务采取的主要安全措施。Zhang:The fire wall can be installed in the PC.Can it be installed in the n
42、etwork?史密斯：当然，防火墙本来就是网络上的东西。Zhang:Oh,I see.,Practice Materials（实训材料）,Page 22,Situational Dialogue B迈克:约翰，上个月我们的网站只有40个人点击。John:Really?Do you know why?迈克:我们的产品和定价都很好，但问题是没有人知道我们的网站。John:If we want to get this internet business off the ground,weve got to do something fast.迈克:是的，你说得对。但我不确定该怎么做。John:We
43、need to maximize the chances that our site will be at the top of search engine lists.迈克:我也这样认为。那你知道该如何操作吗?John:Weve got to put more buzz words into the page text,so it will pop up when people search about our kind of products.迈克:是的，我们必须在主页上放上最流行的词语，那我们又该如何提高网络流量呢？John:I think one of the least costly
44、 ways to attract business is to ask some of our neighboring sites to offer links to our page inside of theirs.迈克:这个主意太棒了！如果有了相关业务，他们就会愿意帮我们的忙。John:I guess we could also put out a few advertisements for our website inside of the search engine.迈克:嗯，你是对的。我们需要找到最有效的方法来让人们了解我们的网站和产品。,Practice Materials（实
45、训材料）,Page 23,参考译文Mike:John,last month we had only 40 hits on our site.约翰:真的吗？你知道原因吗？Mike:Our products and prices are good,but the problem is that no one knows about our website.约翰:如果我们想使这个网络生意有所进展的话，我们必须先做点儿事情。Mike:Yeah,you are right,but Im not sure what to do.约翰:我们需要最大限度地扩大机会让我们的网站位于搜索引擎的名单之首。Mike:
46、I think so,too.Then do you know how to do it?约翰:我们必须把更多的流行语加到主页上，这样当人们查找我们某种产品时，我们的站点就会自然出现。Mike:Yeah,weve got to get the most popular phrases thereThen how else can we boost site traffic?约翰:我想招揽生意最便宜的办法之一就是请我们相邻的一些站点在他们的主页上提供我们的网页链接。Mike:Thats a great idea!And if they have related services,they may
47、 be willing to help us out.约翰:我想我们还能在搜索引擎内部为我们的网站做些广告。Mike:Well,youre right.We need to find the most effective way to let people know about our site and our products.,Practice Materials（实训材料）,Page 24,Text A For MailworkZ,the Website is the store.As the company has no physical product or storefront,t
48、heir website is their primary means of communicating with potential and past customers.Unlike many e-commerce sites that are designed solely to present the product,however,the MailWorkZ site is designed to meet the customers needs.Attention to the customers needs is obvious throughout the site,which
49、 is an excellent model of what an e-commerce site should be.For instance,instead of just a product blurb and a download screen,topics of high interest to potential customers,such as“Support”and“Privacy”,are prominently displayed on the main menu.Customers can easily find everything they need,without
50、 having to drill down through excessive numbers of screens.And in every section of the site,customers are presented with options.For example,if you click on“Support”,you dont land on a page that just has a telephone number.Instead,youre presented with a variety of services,such as a Quick Start Guid
