商务现场口译答案1-8单元
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Unit 7I.Listen to a short passage "Shopping for Clothes" carefully and note down what you hear. Try to use some symbols and abbreviations when you are taking notes. Then interpret your notes in the target language.Shopping for ClothesShopping for clothes is not the same experience for a man as it is for a woman. A man goes shopping because he needs something. His purpose is settled and decided in advance. He knows what he wants, and his objective is to find it and buy it; the price is a secondary consideration. All men simply walk into a shop and ask the assistant for what they want. If the shop has it in stock, the salesman promptly produces it, and the business of trying it on proceeds at once. All being well, the deal can be and often is completed in less than five minutes, with hardly any chat and to everyone's satisfaction. For a man, slight problems may begin when the shop does not have what he wants, or does not have exactly what he wants.Now how does a woman go about buying clothes? In almost every respect she does so in the opposite way. Her shopping is not often based on needs. She has never fully made up her mind what she wants, and she is only "having a look round". She is always open to persuasion; indeed she sets great store by what the saleswoman tells her, even by what companions tell her. She will try on any number of things. Uppermost in her mind is the thought of finding something that everyone thinks suits her. Contrary to a lot of jokes, most women have an excellent sense of value when they buy clothes. They are always on the lookout for the unexpected bargain. Faced with a roomful of dresses, a woman may easily spend an hour going from one rail to another, to and fro, often retracing her steps before selecting the dresses she wants to try on. It is a laborious process, but apparently an enjoyable one. Most dress shops provide chairs for the waiting husbands.II. Phrase InterpretingA1. screen2. diagram3. vertical axis4. column5. in summary6. consequently7. furthermore 8. to run out of time 9. in a word10. in addition1.屏幕 2.图表 3.纵轴4.圆柱 5.总之 6.因此7.此外 8.没时间 9.总而言之10.另外B.1.商品特性 2.顺序 3.订单4.垄断 5.质量监控 6.利润7.制造业 8.服务业 9.运作10.顾客满意度1. commodity features2. sequence3. order4. monopoly5. quality control6. profit7. manufacturing industry 8. service industry9. operation 10. degree of customer satisfactionIII. Sentence InterpretingA.1. Please proceed with your presentation.2. This morning I'm going to describe sales forecasts for the European computer market over the next five years.3. Good afternoon, everyone. This afternoon I'd like to describe briefly the advantages of using the TEC-NET communication service.4. In summary, ladies and gentlemen, as well as providing extensive after-sales service, Minimax will be happy to custom-design our product to meet the needs of your company.5. At the end of the presentation there will be time for any questions you have.1.请开始你的简要汇报。
商务现场口译课后答案【篇一:商务现场口译11单元答案】/p> a. english to chinese1. 我们必须强调这些付款条件对我们很重要。
2. 你能考虑接受我们的反提案吗?3. 也许我们应该先谈论完b项议题。
4. 请了解这一点对我们至关重要。
5. 我不得不提出一些可能比较尴尬的问题。
b. chinese to english1. if i were you, i would not waste my time pursuing that.2. if you insist, i will comply with your request.3. would you care to answer my question on the warranty?4. could you please explain the proofs of your argument in more detail?5. it will help me understand the main points you are trying to make.text a谈判中人的因素可以助你一臂之力,但也可能带来灾难。
达成协议的过程可以使双方在心理上支持他们满意的结果。
通过一段时间再相互信任、理解、尊重和友谊基础上建立的工作关系,可以使每次谈判进行得较为顺利,也较有成效。
人们追求美好的自我感觉,注意别人如何看待自己,这常常使他们对谈判对手的利益更为敏感。
人们普遍认为,鉴于东亚在经济和科技发展上的巨大进步,在未来的几十年里,经济面临的挑战和机遇将集中在太平洋周边国家地区,尤其是东亚。
北美、西欧和东亚在文化和价值观方面的差距很大。
因此,西方商人在和他们的东亚伙伴进行商务谈判时,应采取和以前截然不同的态度和角度。
与东亚人谈判成功的技巧主要有6点:? 对外国伙伴的产品或服务的称赞;? 耐心;? 尊重文化差异;? 建立和培育关系的需要;? 对这个市场的长期承诺;? 理解当地的制度并在其规定下行事的需要。
Unit1Phrase InterpretingA1. to recover from the jet lag2. thoughtful arrangement3. hospitality4. souvenir5. accommodations6. to claim baggage7. to proceed through the Customs 8. itinerary9. farewell speech 10. to adjust to the time difference1.倒时差2.周到的安排3.热情好客4.纪念品5.食宿6.提取行李7.进行海关检查8.活动安排9.告别词10.适应时差B1.为……设宴洗尘2.向……告别3.不远万里来到…4.很荣幸……5.久仰大名6.欢迎词7.赞美8.回顾过去9.展望未来10.美好回忆1. to hold a banquet in honor of...2. to bid farewell to...3. to come all the way to...4. to be/feel honored...5. I have long been looking forward to meeting you.6. a welcoming address7. to pay tribute to 8. to look back9. to look ahead 10. happy memoryDistinguished Guests, Ladies and Gentlemen,Thank you very much for your gracious welcoming speech. China is one of the earliest cradles of civilization and the visit to this ancient nation has long been my dream. This visitwill give me an excellent opportunity to meet old friends and establish new contacts. I wishto say again that I am so delighted and privileged to visit your great country and this lovely town. I am deeply grateful for everything you have done for me since my arrival in China.As an American manager of a Sino-American joint venture for two years, I have to saythat there are differences in business management practice between Chinese and Americans.We are more direct and straightforward than most Chinese colleagues due to our different cultural traditions. I can't say our way of doing business is absolutely superior. After all,there are strong points and weak points in both types of management. In recent years, moreand more American business executives have recognized the strong points of the more humane way of Chinese management.It is a great pleasure that I can exchange views and information with you, and reach common ground here. And I wish to share with you my thoughts on this topic in the days to come. Thank you!尊敬的各位来宾,女士们,先生们:非常感谢你们热情友好的欢迎词。
商务现场口译译文及练习答案Unit 6I.You are going to hear a short passage about advertising. Listen to the passage carefully and note down what you hear. Pay attention to the structure of your notes. Then interpret your notes in the target language.AdvertisingAdvertising reaches people through various forms of mass media. These media include newspapers, magazines, television, radio and posters and hoardings. Advertisers buy space in newspaper and magazines to publish their advertisements. They buy time on television and radio to broadcast their commercials.One of the many advantages of newspapers is that most adults read a daily newspaper, and many of them specifically check the advertisements for information about products, services, or special sales. Magazines are usually read in a leisurely manner and are often kept for weeks or months before being discarded. One ofthe main advantages of television to advertisers is that it brings sight, sound and action directly to consumers in their homes. An advantage of advertising on radio is that people can listen to programs while doing other things, like driving their cars or working at home.II. Phrase InterpretingAsk the students to interpret the following words and phrases into Chinese or English respectively with the help of the language bank in the Student's Book.A1. Swatch2. Ericsson3. Rejoice4. Seven-up5. Nokia6. Honda7. Philips 8. Olympus9. Marlboro10. Lexus1.斯沃奇。
商务现场口译答案1—8单元Unit1Phrase InterpretingA1. to recover from the jet lag2. thoughtful arrangement3. hospitality4. souvenir5. accommodations6. to claim baggage7. to proceed through the Customs 8. itinerary9. farewell speech 10. to adjust to the time difference1.倒时差2.周到的安排3.热情好客4.纪念品5.食宿6.提取行李7.进行海关检查8.活动安排9.告别词10.适应时差B1.为……设宴洗尘2.向……告别3.不远万里来到… 4.很荣幸……5.久仰大名6.欢迎词7.赞美8.回顾过去9.展望未来10.美好回忆1. to hold a banquet in honor of...2. to bid farewell to...3. to come all the way to...4. to be/feel honored...5. I have long been looking forward to meeting you.6. a welcoming address7. to pay tribute to 8. to look back9. to look ahead 10. happy memoryDistinguished Guests, Ladies and Gentlemen,Thank you very much for your gracious welcoming speech. China is one of the earliest cradles of civilization and the visit to this ancient nation has long been my dream. This visitwill give me an excellent opportunity to meet old friends and establish new contacts. I wishto say again that I am so delighted and privileged to visit your great country and this lovely town. I am deeply grateful for everything you have done for me since my arrival in China.As an American manager of a Sino-American joint venture for two years, I have to say that there are differences in business management practice between Chinese and Americans. We are more direct and straightforward than most Chinese colleagues due to our different cultural traditions. I can't say our way of doing business is absolutely superior. After all,there are strong points and weak points in both types of management. In recent years, moreand more American business executives have recognized the strong points of the more humane way of Chinese management.It is a great pleasure that I can exchange views and information with you, and reach common ground here. And I wish to share with you my thoughts on this topic in the days to come. Thank you!尊敬的各位来宾,女士们,先生们:非常感谢你们热情友好的欢迎词。
商务现场口译答案16【篇一:商务现场口译答案1-8单元】rase-interpretinga 1. to have a population of...2. to cover an area of...3. to date back to...4. to have a history of...5. to be situated in...6. the gross domestic product7. drive-in restaurant 8. quarantine certificate 9. duration of stay10. residence permit1.有……人口 2.有……面积 3.追溯到……4.有……年的历史 5.位于…… 6.国内生产总值7.“免下车”餐厅 8.检疫证书 9.居留期限10.居住证b.1.日程安排 2.旅行路线 3.起飞时间4.机场大楼 5.候机室6.贵宾室 7.问讯处 8.安全检查 9.免税店 10.个人物品1. schedule2. itinerary3. departure time4. terminal building5. departure lounge6. vip room7. information desk 8. security check 9. duty-free shop10. personal effects sentence interpretinga1. i believe youre going out of your way for us.2. wouldnt you like to spend an extra day or two here?3. im afraid that wont be possible, much as wed like to.4. i wonder if it is possible to arrange shopping for us.5. i will keep you posted.1.我相信这是对我们的特殊照顾了。
商务现场口译答案单元 Company number【1089WT-1898YT-1W8CB-9UUT-92108】商务现场口译答案1—18单元 ( 全 )Unit1Phrase InterpretingA1. to recover from the jet lag2.thoughtful arrangement3. hospitality4. souvenir5. accommodations6. to claim baggage7. to proceed through the Customs 8. itinerary 9. farewell speech 10. to adjust to the time difference1.倒时差 2.周到的安排 3.热情好客 4.纪念品5.食宿6.提取行李 7.进行海关检查 8.活动安排 9.告别词10.适应时差B1.为……设宴洗尘 2.向……告别 3.不远万里来到… 4.很荣幸……5.久仰大名 6.欢迎词 7.赞美 8.回顾过去 9.展望未来10.美好回忆1. to hold a banquet in honor of...2. to bid farewell to...3. to come all the way to...4. tobe/feel honored...5. I have long been looking forward to meeting you.6. a welcoming address7. to pay tribute to 8. to look back9. to look ahead 10. happy memoryDistinguished Guests, Ladies and Gentlemen,Thank you very much for your gracious welcoming speech. China is one of the earliestcradles of civilization and the visit to this ancient nation has long been my dream. This visitwill give me an excellent opportunity to meet old friends and establish new contacts. I wishto say again that I am so delighted and privileged to visit your great country and this lovelytown. I am deeply grateful for everything you have done for me since my arrival in China.As an American manager of a Sino-American joint venture for two years, I have to saythat there are differences in business management practice between Chinese and Americans.We are more direct and straightforward than most Chinese colleagues due to our differentcultural traditions. I can't say our way of doing business is absolutely superior. After all,there are strong points and weak points in both types of management. In recent years, moreand more American business executives have recognized the strong points of the more humaneway of Chinese management.It is a great pleasure that I can exchange views and information with you, and reachcommon ground here. And I wish to share with you my thoughts on this topic in the days tocome. Thank you!尊敬的各位来宾,女士们,先生们:非常感谢你们热情友好的欢迎词。
Unit 6I.You are going to hear a short passage about advertising. Listen to the passage carefully and note down what you hear. Pay attention to the structure of your notes. Then interpret your notes in the target language.AdvertisingAdvertising reaches people through various forms of mass media. These media include newspapers, magazines, television, radio and posters and hoardings. Advertisers buy space in newspaper and magazines to publish their advertisements. They buy time on television and radio to broadcast their commercials.One of the many advantages of newspapers is that most adults read a daily newspaper, and many of them specifically check the advertisements for information about products, services, or special sales. Magazines are usually read in a leisurely manner and are often kept for weeks or months before being discarded. One of the main advantages of television to advertisers is that it brings sight, sound and action directly to consumers in their homes. An advantage of advertising on radio is that people can listen to programs while doing other things, like driving their cars or working at home.II. Phrase InterpretingAsk the students to interpret the following words and phrases into Chinese or Englishrespectively with the help of the language bank in the Student's Book.A1. Swatch2. Ericsson3. Rejoice4. Seven-up5. Nokia6. Honda7. Philips 8. Olympus 9. Marlboro10. Lexus1.斯沃奇。
商务英语口译教程答案【篇一:世纪商务英语口译教程教学大纲】ss=txt>一、课程名称:商务英语口译、英语口译或专业英语口译二、总学时:60-80学时三、先修课程:商务英语听力,商务英语会话,外贸英语口语,商务英语,外贸英语函电与单证,国际贸易,国际贸易实务,市场营销学四、本课程的性质和目的:本课程为专业必修课,以汉译英为主、英译汉为辅。
在巩固和加强学生的听、说、读、写、译等五大语言技能的基础上,培养学生掌握口译的基本理论和专题连续传译的技能,帮助学生掌握口译记忆方法、口头概述、口译笔记、及公众演讲技巧。
通过课内的模拟训练以及课外的实战训练,实际掌握一些经贸口译的知识、技能、程式等。
本课程旨在帮助学生掌握口译的技巧体系,在一定程度上实现相关专业与外语专业之间的复合、交融与渗透,初步了解经贸活动与谈判的常用模式程序和有关知识,培养跨文化交际意识,拓宽实用知识和背景知识,提高语言理解能力和语言表达能力、增强逻辑思维能力和应变应急能力、强化心理素质与责任心。
五、本课程的教学对象:本课程教学对象为高职高专院校商务英语、国际经济与贸易、工商管理等专业的高年级学生。
六、本课程理论教学内容:本课程讲授经贸口译的基本知识和必备技能,主要从“译能”、“译技”和“译为”三个方面进行培养与训练,将课堂口译操练与课外口译实践相结合,教学内容由口译理论与口译实践组成,以后者为主。
主要内容包括口译基本技能如笔记技巧,口译技巧等和商务英语如商务接待、商务谈判、经济发展、对外贸易等主题领域。
教学重难点:笔记技巧与实践,口译技巧与实践,记忆力训练和视译训练,商务英语表达各章节教学内容及教学要求如下:模块选材训练内容第一模块训练选材内容为商务场合与活动第一课接待、入住酒店、参观记忆力训练第二课洽谈、购物、宴会对话第三课旅游产品介绍送机第二模块训练选材内容为国际贸易实务第四课询盘、报盘、还盘记忆力训练第五课支付、保险、运输对话、段落第六课包装、索赔、代理笔记技巧讲解及训练、数字训练第三模块训练选材内容为大商务第七课经济发展与改革段落、文章第八课对外贸易视译第九课国际经济与贸易组织介绍翻译技巧及训练第四模块训练选材内容为综合性第十课同传训练(介绍性质)同传技巧及训练学时分配表:七、本课程考核方式本课程为非统一考试科目。
扩展商务英语视听说1-8单元答案Unit 1Part I Listening and SpeakingTask 1Q1.I am graduating in June from ABC University and my major is hotel management. I am an outgoing, energetic person. I enjoy teamwork very much. As part of my degree program, I needed to finish different projects with my teammates. I possess excellent interpersonal skills and a very positive attitude. My career aspiration is to become a successful hotelier. During my internship at the Grand Hyatt, I worked as a receptionist. My duties included offering friendly and efficientcheck-in and check-out service to guests, answering phone calls, taking and passing on messages to guests, I find that if I can make the guests happy, I will be very happy, too.Q2.I received honors in several school-wide English and computer contests. I enjoy working with people from different backgrounds. I am good at communicating, organizing and coordinating. If something blocks my path, I will look for a solution. I never give up easily.Sometimes I receive comments that I need to improve in the area of filing. I am now trying to improve by learning from others. Q3.Interest and career development are two of my criteria in choosing a job. Interest is the best motivation. I love the hotel business, so I will definitely devote myself to it. Moreover, high job satisfaction can be attained when the job is what I am interested in.Career development is very important for me when choosing a job. From what I know, Shangri-La provides equal career advancement for all staff. The job rotation plan and individually tailored training program are really exciting and helpful for young people like me.Task 2Is that your wife, Mr. Carter? She is so beautiful.Avoid asking interviewer personal questions or making personal comments. Could you tell me how much the new job pays?The interviewer might infer from these questions that you are only interested in your own needs and not those of their company. Wait until the employer raises these subjects to discuss them.What about the paid holidays, insurance, and things like that?How much time will it take for me to be promoted here?But in which cities do you have your branches? And where is your company based?It is also unwise to ask about things you should have already known. You are only telling the interviewer that you haven't done your homework.Part II Language FocusName: CaiNingPersonality: serious-minded; calm; humorous; easy-goingStrengths: the ability to work with all types of peopleWeakness: perfectionist; impatientWork experience: six years’ financial industry experience with severalcompanies; two years’ experience in an investment bankQualification: graduated from Peking University in 2001 majoring inaccounting; fluent English; bookkeepingand accounting proficiency inEnglish.Reasons for leaving last job: want to find a job that is challenging.Questions about the job: Would I be able to work abroad in one of youroverseas branches?Part III Viewing and SpeakingVideo 1Reasons for joining the It is one of the leading international consultant corporationscompany which came to China after China entered WTO.Working in thiscompany would give him the best chance to use what he haslearned at university.Relevant work experience He was involved in a factory restoration in Nanjing. Questions Are there any opportunities for Chinese employees to betransferred to the head office in New York or other branchoffices around the world?Result of the interview Chen Bo will be notified of the final decision by Friday.Video 21. F T F F T2. 1) Sales Manager2) Five3) Brand Manager4) biscuits5) Business Administration6) oral EnglishIV Case AnalysisHint:She is not likely to get the job because she did poorly in the job interview.Things went wrong:1. Use filler words (“you know〞) too many times.2. Bad-mouth former employer.3. Inappropriate answers to interviewer’s questions, eg, “I would rather like to establish my own company〞4. Ask inappropriate questions, eg. “Can I take time off for vacation?〞5. Self-conceit—“I have no weakness〞.6. Too much emphasis on travel.Scripts Unit 2Part I Listening and SpeakingTask 11) I haven’t seen you for years.2) What do you do now?3) I’m in the Research and Development Department.4) I knew you’d do something very challenging and creative.5) I sometimes stay in the office after work to deal with unfinished tasks.6) I am still the accountant of that cosmetics company.Task 21) personnel management2) developing markets3) planning4) execution5) sales targets6) team performance7) customer base8)customer satisfaction9)selecting, developing and managing10)cost-effective11)on time12)of good quality13) human and material resources14)training needs15)continuous improvementPart II Viewing and SpeakingVideo 11.Caroline Clinton: financial accountsLucy White: data processingAdaBalck: management accounts2. Administration; Marketing; Engineering; Project Preparation; AccountingVideo 21. self-employed entrepreneur, buyer, Line Supervisor, Advertising Executive, Public Relations Manager2.NamesJeromethings Likes Dislikes making a lot more money; having lots of independence in doing feeling tired sometimesRobin having been to a lot of places too much traveling; having very little time tospend with his familyColin good salary and benefits noisy work environment; seldom having theopportunity to go outFrank new challenges; a lot of experienceJanet meeting a lot of new & interesting people often having dinner parties in the evening; having little time with her family and babyUnit 3Part I Warm-up1) ensure smooth business communication2) the purpose of your call3) all the documents you’ll need4) schedule a specific time5) all distractions.6) confirm that you have understood each point.7) interruptions.8) strong accent.9) you sound polite and agreeable.10) the optional choice method,11) lengthy calls.12) smile while you are talking.Part II Listening and SpeakingTask 1F F TT F T F FTask 2 Leaving a messageMessage Note To: Louise Paulson From: Paul Jackson Phone: 979-326-8965 Message: Ring back to him about the order they placed last Friday. They have to make some changes to the order. It’s urgent. Taken by: RoyPart III Viewing & SpeakingVideo 11. F F T T F2. Message 1) Will you tell him that we’ve just received your sam ple of the new assembly coffee table and are quite happy with it?Message 2) Please tell Mr. Matthews we’re quite happy with the quality and design of the table, but the price is too high. We need some negotiation on it.Message 3) Please inform Mr. Matthe ws that I won’t be able to get to your company early on Saturday because of the rail strike. I probably won’t arrive until that afternoon.Video 21.1) A 2)C2.1)“Hold on, please. I’ll connect you.〞2)“I’m afraid you’ve dialed the wrong extension.〞3)“Oh, sorry to have interrupted you. Can you give me Henry Miller’s extension, please?〞4)“I’m very sorry, I didn’t notice that. I’ll put you through right now. Please wait a minute.〞5)“It’s me again—Ms. Mandel. I’m still having trouble getting through to Henry Miller… Can you help?〞3) C 4) C 5) B 6) C6)“Oh, I’m terribly sorry for the trouble.〞Unit4Task 11Formal*Good afternoon, I’d like to call the meeting to order.* First of all, let’s discuss…2Informal*OK, everyone is here…*So, why don’t we start with…3Informal* Right, you know why we are here.* Maybe we should do it like this…4Formal*Welcome to BCG, and to what I am sure will be the beginning of a major new alliance.* Today our purpose is to…5Informal*Right, let’s get down to business…* I suggest we deal with that…6Formal*Well, gentleman, it’s a pleasure to be here today…*I’d like to start with…Task 21) Arrive at the meeting ahead of schedule.2) Consider using a tape recorder.3) Use a consistent format.4) Follow the agenda.5) Be concise.6) List specific outcomes.7) After the meeting, write a meeting report from your notes. Part II Viewing & SpeakingVideo 1F FF T FVideo 21) To figure out the reason for the sales drop and the actions to be taken.2) The salespeople are not very motivated.3) No, because the sales quotas are pretty high.4) He proposes to lower the quotas.Unit 5Part I Listening and SpeakingTask 1C B B C ATask 21)daily routine in the office2)whether the visitor has an appointment or not3)greet the visitor4)the visitor’s name, title and position5)apologize and make some suggestions6)express regret and explain why7)date, time, name and the firm the visitor works for.8)considerate and warm9)keep the visitor fully informed of the situation.Part II Viewing and SpeakingVideo 11)George is travelling on business.2〕He will stay for about a week.3〕He has been invited to attend the trade fair by his business associates.4) His laptop computer is in the bag. It’s duty-free.5) No, good for personal use rather than commercial use are not subject to duty, and they are within the limit.Video 2Unit 6Part I Listening and SpeakingTask 11. we are hiring for2. business software and consulting services3. 4,0004. large corporations5. 90 million dollars6. pretty fast7. 298. a large project for a bankTask 2Company Profile1) Monica Li2) Manager of the PR Department of Oracle China3) enterprise software company in the world the first4) global software giant in China5) 19776) California7) 42,0008) 11 billion dollars9) 1989; set up Beijing Oracle Software Systems Co.Ltd in10) 1991.11) Chengdu.12) education and support services.Part II Viewing and SpeakingVideo 1B A D E CVideo 2The things that Joan Copper does badly1. She doesn`t consider the audience2. She doesn`thave clear objectives3. Her presentation isn`t well-prepared4. There isn`t a clear structure (beginning, body, end)5. she doesn`t speak clearly6. she doesn`t speak at the right speed7. she doesn`t maintain eye contact with the audience8. she doesn`t appear confident and positive9. the visual aids aren`t clear and helpful10. she doesn`t use the equipment professionallyUnit 7Part I Listening and SpeakingTask 1120CM 130CM43KG 54KG 6KM/H1.smaller2.people-friendly3.arm movement4.heavier5.its controllerTask 2Small and elegantEasy to set up: all you need is a touch-tone phone ;as easy to use as making a normal telephone callFull-color motion video; adjustable picture setting; good audio quality; preview mode; privacy modeOn a special offerPart II Viewing and SpeakingTask 11.Price2.discount3.after-sales service 3.money-back guaranteeTask 21.$22002.three years3.224.205.free for three years,$150/year after three years6.within three weeks7.within 24 hoursUnit 8Part I Listening and SpeakingTask 11.remained flat2.went up3.rose reached a peak4.up down dropped Task 2The growth trend more than 37% the persistent high price RMB48 million accounted for 40.6% domestic routes RMB16869 million Part III Viewing and SpeakingVideo 1Task1.increased significantly3.dropped by 50%4.continues to rise5.grows fastVideo 2Task 1A B D F GTask 21.annual turnover3.total output of washing machines4.market share of refrigerators。
IV. Coordinating--Field InterpretingZhang:现在我们来谈谈广告。
我们每天都看到广告,可是我们当中没几个人了解广告是怎么制作的。
Interpreter: Now let's talk about advertising, for it's something we all encounter daily, butfew of us know much about how it is put together.Pamela: OK, where shall we start?Interpreter:好吧。
从哪儿谈起呢?zhang:您是客户经理,您不妨先谈谈什么叫做客户业务经理。
Interpreter: Y ou are an account director. Why don't you explain what that actually means?Pamela: An agency is divided into three main sections: One is the media department,which advises and plans which newspapers, magazines or television stationsa client should use and also buys the space or TV time for the client. Thecreative department: This is possibly the most important section of the agency,I suppose, as here you would find the copywriters and artists who actuallycreate the ads. And then there is the account service department, which iswhere I fit in.Interpreter:一个广告公司分为3个部门。
第一个是宣传媒介部。
它负责向客户建议在哪家报刊、杂志或者电视台刊登广告,做出计划,并且代客户购买报刊版面或电视播放时间。
第二个是创意部。
我想这可能是广告社里最重要的部门。
在这里,你可以见到实际创造广告的撰稿人员和美术家。
还有就是适合我本人工作的account服务部。
zhang:你是说你管财务?Interpreter: Does that mean you handle the finances?Pamela: No, no! Not at all. "Account" in this context simply means client. So an account director is responsible for all the business with possible 2, 3 or 4 clients,depending on how big the clients are.Interpreter:不,不是那样。
“account”这个词在这里是客户的意思。
客户业务经理负责两三个或者四个客户,数目可根据客户大小而定。
Zhang:看来你们客户服务部是广告社直接与客户接头的单位了?Interpreter: So the account service people are the direct contact between the agency and the client?Pamela: Exactly. My job is to ensure that the work being produced is giving the rightmessage to the right people, and that it is within budget. When we are startinga new advertising campaign--and by campaign, I mean a series of adverts, itis my responsibility to get as much information from the client as possibleand then to convey this to the creative department in the form of a creativebrief.Interpreter:对。
正是这样。
我的工作是保证所做的广告针对性很强,把恰当的信息传达给恰当的对象,开支则要在允许的范围内。
要开始新的广告计划的时候,所谓广告计划就是一整套的广告宣传,我的任务就是向客户尽可能多地了解情况,然后通过创意小结的形式把这些情况转达给创意部门。
zhang:客户怎样帮助你做好这项工作呢?Interpreter: How can the client help you to achieve this?Pamela: Well, the client wants to, of course, get the best work from his agency in termsof ads that are effective, meet the marketing strategy, full of impact, andincrease the market share of the product. But to enable us to achieve this, theclient should have done some thorough research before he briefs us. We willneed to know not just all about the product, but what the advertising issupposed to achieve, who exactly the product is aimed at, so that we know whichpart of the general public we are talking to--is it teenagers, housewives agedbetween 25 to 35, or professional women over 30, etc.? Also we must know whatthe client wants to spend on the commercial, because this will determine whetherwe use TV or print, black and white or color, etc.Interpreter:客户自然要求广告社为他做出最好的广告,既要宣传得力,符合他开拓市场的战略要求,又要富于感染力,有助于增加他的产品的市场份额。
要使我们达到这些要求,他在向我们介绍情况之前,得先做些深入调查。
我们不仅需要了解有关产品的各种情况,还要知道做广告想收到什么效果,产品销售对象是些什么人,这样我们才能知道要针对哪一部分人做广告,是13岁到19岁的少男少女,25岁到35岁的家庭主妇,还是30岁以上的职业妇女?究竟是哪些人?我们还需要知道客户愿意在这份商业广告上花多少钱,因为这将决定我们是采用电视还是图片做广告,是黑白两色还是彩色等等。
zhang:看来你们在着手写广告或者设计广告之前就有很多工作要做。
Interpreter: So there is a lot of work to be done before you can even start to write or designan ad?Pamela: Y es, once you know what you want to achieve, who your ad is talking to, howmuch you can spend and the kind of advertising campaign you are going torun, then you can recommend a media plan to the client.Interpreter:是的。
在知道广告的目的要求、宣传对象、可以花多少钱、拟采取的广告计划的类别以后,我们就向客户推荐一个传播计划。
Zhang:广告计划都有哪些类别?每个广告计划都是为了推销一种产品吗? Interpreter: What different kinds of campaigns are there? The object of every campaign isto sell lust one product, isn't it?Pamela: Not always. Sometimes a company will wish to build its corporate image--particularly a service company like a bank. They may feel that people are notaware of their company enough, or do not have a strong idea of what sort ofcompany it is.Interpreter:并不总是这样。
有时候公司希望树立自己的企业形象。
特别是像银行这样的服务性公司。
他们可能觉得人们对他们公司注意得不够,或者对他们是个什么样的公司印象不深。
zhang:看来这个广告计划做得很成功。
我总认为做广告关键的一点是要动之以情。
Interpreter: So it's been a successful campaign, I've always understood that one of thekey factors in making an ad is to appeal to people's emotions.Pamela: Y es.Interpreter:是的。
I. Interpreting and AssessmentWe are a reputed engineering company in India having spare capacity for manufacture of high precision components & assemblies for engineering and electronic industries. We can provide long-term competitive and reliable source.我们是印度一家驰名的工程公司,具有为工程和电子工业制造高密度部件与配件的足够能力。