lecture-2-广告翻译精讲

Lecture note 21、直译（literal translation）VS意译（free translation）直译：是既保持原文内容、又保持原文形式的翻译方法或翻译文字。

直译不等于硬译或死译，也叫逐字翻译——就是以词为单位进行考虑的，力求目的语的每个词都能与原语的每个词对等。

直译不仅能保持原作的特点,而且还可使读者逐步接受原作的文学风格，促进语言多样性，丰富目的语的语言形式，以利跨文化沟通与交流。

Eg:1.dark horse（黑马）brandy（白兰地）rifle（来福枪）carnation（康乃馨）litchi（荔枝）salon（沙龙）engine（引擎）gentlemen’s agreement（君子协议）one country，two systems（一国两制）2.to show one’s cards摊牌3.Soon got, soon gone.来得容易，去得快。

4.Speech is silver, silence is golden.雄辩是银，沉默是金。

5.There is no smoke without fire.无火不生烟6.The worst wheel of a cart creaks most.最坏的车轮最会嘎嘎响。

7.Out of sight, out of mind.眼不见，心不念。

8.来得易，去得疾。

Easy come, easy go.9.同一个世界，同一个梦想。

One world, one dream.10.She has many hot potatoes to handle every day.她每天都要处理很多棘手的问题。

11.Partly as a result of the recently increasing demand, whole sale tea prices havealmost doubled.部分由于日益增长的需求，批发茶的价格几乎翻了一番。

Lecture2商务词汇翻译第1页课题Lecture 2 Translation of business Englishwords授课时数2授课类型Lecture教学目的 1.To get students know how to finalize word meaning;2.To have a good command of methods to translate business English words:extension, conversion of parts of speech, shift of perspective, amplification and omission, repetition;3.To let students familiar with translation of number in business English.教学重点1.Methods of translation of Part of speech, shift of perspective, amplificationand omission;2.Translation of number in business English教学难点Shift of perspective, translation of number in business English主要︵知识︶语言点1.Choice of word meaning;2.Extension3.Conversion of parts of speech4.Shift of perspective5.Amplification and omission6.Repetition;7.Translation of number in business English教学过程︵学时分配︶Period 1Step 1 Lead-inⅠ词义的选择（Choice of Meaning）变化中的词义（warming-up）1.The expansion or generalization of meaning (意义泛化)2.The narrowing or specialization of meaning (意义特化)3.The shift of meaning1.Extension or generalizationIt means that a word originally having a specialized now has becomegeneralized. The word has extended from a narrow sense of a concept to abroader sense of the concept.A.Specific →generalB.Concrete → abstractC.Technical term → general termD.Proper nouns → common nouns2.Specialization/NarrowingIt means a process in which a word of broad meanings acquires narrowersenses.A.General → specific附记或教学说明第2页教学过程︵学时分配︶B.Abstract → specific/doc/051154405.html,mon nouns → proper nounsD.General term→ technical term变化中的词义（举例）Countdown 倒计时扩展为: 十分危急的情况Fallout 放射性尘埃扩展为:（不良的）后果Economy 家庭料理转化为: 经济Orientation 东方转化为: 方向liquor 液体缩小为:白酒Step 2 Presentation（一）根据汉语的表达习惯确定词义net income 净收入net profit 纯利润net conclusion 最终结论1. a low figure 小数目2. workers on low incomes 收入低的工人。

Lecture2中英文字幕Unit6 Go shoppingLecture2 Sales and promotionHello, everybody.大家好In this session we are going to focus on the main idea and structure of our text on p.78.这节课我们主要来讲解一下78页课文的大意及文章结构。

Do you know how to find out the main idea of an article?你们知道如何找出文章的大意么？Let’s watch a video clip to figure it out.让我们来看一段视频短片What have you learnt from the video clip?从这段视频中你们学到了什么？To find out the main idea, we should try to find the topic.想找出文章的大意我们应该先找到文章的主题Repeating words in the text can help us to find the topic.文章中重复出现的词有助于我们找出文章的主题Look! What are the repeating words in our text?看！这篇课文中重复出现的词是什么？As we can see technique and response are repeated many times in the text.正如我们所看到的，technique和response是课文中重复出现的词。

Response means the way to resist the techniques ,response在这篇文章中的意思是应对促销手段的方法so the main idea of the text is sales techniques and the ways to resist the techniques.所以这篇文章的大意就是促销手段和应对方法A sales technique is a selling method that is used by a sales person or sales team to make money and help sell more effectively.促销手段是销售人员或销售团队为了赚钱或卖出更多商品而采取的销售策略The way to resist the techniques means the way to fight against the sales techniques.应对方法是指应对这些促销手段的方法。

【T e x t1】I s i tt r u e t h a tt h e A m e r i c a n i n t e l l e c t u a li s r e j e c t e d a n d c o n s i d e r e do f n oa c c o u n t i nh i ss o c i e t y?I a m g o i n gt os u g g e s t t h a t i t i s n o t t r u e.F a t h e r B r u c k b e r g e r t o l d p a r t o f t h e s t o r y w h e n h e o b s e r v e d t h a t i t i s t h e i n t e l l e c t u a l s w h o h a v e r e j e c t e d A m e r i c a.B u t t h e y h a v e d o n e mo r e t h a n t h a t.T h e y h a v e g r o w n d i s s a t i s f i e d w i t h t h er o l eo f i n t e l l e c t u a l.I t i st h e y,n o t A me r i c a,w h oh a v eb e c o m e a n t i-i n t e l l e c t u a l.F i r s t,t h e o b j e c t o f o u r s t u d y p l e a d s f o r d e f i n i t i o n.Wh a t i s a n i n t e l l e c t u a l?46)I s h a l l d e f i n e h i m（知识分子）a s a n i n d i v i d u a l w h o h a s e l e c t e da s h i s p r i ma r y d u t y a n dp l e a s u r e i nl i f e t h e a c t i v i t y o f t h i n k i n g i n a S o c r a t i c w a y a b o u t m o r a l p r o b l e ms.【翻译】我是这样定义知识分子的（我认为知识分子应该是这样的人），他应该是选择苏格拉底的思考方式来思考道德问题，并且他还将这种思考方式作为其人生的重要职责以及快乐所在。

Lecture One 定语从句[原句]Other government activities are the responsibilities of the individual states, which have their own constitution and laws.[译文]各州都有自己的宪法和法律，承担政府的其他职能。

[原句]Within each state are counties, townships, cities and villages, each of which has its own elective government.[译文]各州下属辖县，镇，市，村，皆有其民选政府。

一．省略法1.One of the features of London is the number of big stores, most of which are to be found inor near the W est End.[译文]伦敦一大特色是大商店多，大多数位于西区及其周边地区。

2.Another feature of London’s shopping life is the chain store, in which prices are low and awide variety of goods are offered.[译文]伦敦购物生活另一特色是连锁店，里面价格低廉，提供各种商品。

3.Like the press in most other countries, American newspapers range from the sensational,which feature crime, sex and gossip, to the serious, which focus on factual news and the analysis of world events.[译文]美国报纸和其他国家一样，既有耸人听闻的小报，报道犯罪，色情和小道消息，也有严肃报刊，聚焦实事新闻，分析国际时事。