OnTrademarkWords'TranslationinEnglish论英语商标词的翻译

中西翻译理论汇总中西翻译理论汇总集团文件版本号：（M928-T898-M248-WU2669-I2896-DQ586-M1988）翻译理论整理汇总翻译腔（translationeses）是在译文中留有源语言特征等翻译痕迹的现象，严重的翻译腔使译文读起来不够通顺。

出现翻译腔有时是很难免的。

形成翻译腔有以下几个原因：1）英汉语言本身的不同，包括句型结构等，在翻译时如果不能做到自由转换就会有种不是地道目标语的感觉。

2）英汉文化的不同，不同的文化背景下，单词或习语有时会出现偏差甚至零对等（zero-correspondence）。

有时只讲词对词的反应就会出现翻译腔。

3）译者自身水平。

奈达的功能对等就要求译者注重译文对读者的影响，好的译文让读者感觉是母语的写作、实现功能的对等。

Venuti主张同化和异化的结合，通过同化让读者获得相识的反应，通过异化使读者领略异国语言和文化。

译者应该提高自己翻译水平，在翻译策略上实现功能对等，从而尽量避免翻译腔的出现。

1.中国的翻译理论家严复、茅盾、鲁迅、朱光潜、傅雷、钱钟书1）严复信、达、雅——faithfulness、expressiveness、elegance/gracefulness2）茅盾他也主张“直译”，反对“意译”，他认为汉语确实存在语言组织上欠严密的不足，有必要吸引印欧语系的句法形态。

但是矛盾与鲁迅观点同中有异，他认为“直译”并不是“字对字”，一个不多，一个不少。

因为中西文法结构截然不同，纯粹的“字对字”是不可能的。

3）鲁迅鲁迅的“宁信而不顺”是“凡是翻译，必须兼顾两面，一当然是力求易解，一则保存着原作风姿”，这是鲁迅的基本思想。

针对当年那种“牛头不对马嘴”的胡译、乱译以及所谓“与其信而不顺，不如顺而不信”的说法（梁秋实），提出了“宁信而不顺”这一原则，主张直译，以照顾输入新表现法和保持原作的风貌。

他还认为，翻译一要“移情”、“益志”，译文要有“异国情调”，二要“输入新的表现法”，以改进中文的文法，在当时主要表现为改进白话文。

目的论视角下英文商标汉译研究Analysis of Chinese Translation of Trademark Based on Skopostheorie 5.1 The Fulfilled of SkoposIn order to know how to complete the translation of English trademarks, we must first understand the purpose of English trademarks. English trademarks are often known for their good quality and satisfactory after-sales service. A good brand helps to increase product visibility, prompting consumers to choose the brand's products. In short, the biggest purpose of English trademarks is to establish a good image and stimulate consumers' desire to promote the development of the company. In order to familiarize local consumers with their trademarks, English trademarks mostly choose to translate the trademark into the local language. Usually, the brand owner searches for the translator for translating trademark. The business owner may give the translator a translation summary, which introduces the target consumer, product positioning, product name and other information. The translator translates the trademark based on these information. This newly-produced brand is expected to be functional, so it can only achieve its purpose when accepted by consumers in the Chinese market. The purpose of translation requires translators to do everything possible to make the translation of trademarks popular with target consumers and to cause their desire to buy. If the translated trademark name does not leave a positive impression, or even a negative impression, it is considered an unsuccessful translation. At this point, the initiator either asks the translator to do it again, or find another translator to re-translate. The main purpose of trademark translation is to achieve the expected function of the trademark in China. The uniqueness of trademarks is the main consideration when registering trademarks. Similarly, the distinctiveness and innovation of trademark translation is an important factor for consumers to distinguish similar products.5.1.1 The Informative of Translated TrademarkTrademark is mainly to provide information to potential consumers through advertising and then makes profits. The choice of these consumers will directly affect the performance of the company. This paper raised this question in order to cause the translator to notice that regardless of the amount of information on the originaltrademark, and the translated trademark must have a rich meaning, allowing consumers to understand the product in the shortest possible time, such as the characteristics of the company's services and products. At the same time, the translator should abide by the coherent rules in the discourse, the principle of coherence between texts and the principle of faithfulness. This paper uses some famous British trademark translation cases to illustrate the importance of these rules. For example, Coca-Cola used to be translated into “蝌蚪啃蜡”. This translation violates the Skopostheorie, because the target consumers can infer the true information of the product through this trademark. It is even misleading and completely deviates from the function of the trademark. This translation also violates the coherent rules in the text because the drink cannot be linked to the wax. Customers who see such a trademark will not have any desire to buy. The current translation, “可口可乐”, meets Skopostheorie，and tells consumers that the product is delicious, enjoyable, and consistent with the coherent rules of the discourse, because consumers can understand what the brand is about. Another example is the famous German car brand Benz. Initially it was translated into “彭斯”which made it not outstanding in the market. After that, this strange name was replaced by “奔驰”, and it was a hit. The translation of “彭斯”violates the teleology because it cannot effectively transmit information to the target recipient. Secondly, the word pronunciation is similar to the death in Chinese. It is the most taboo thing in the translation of the vehicle trademark, so it violates the coherence in the text .5.1.2 The Aesthetic Value of Translated Brand NameAs a special language for advertising and marketing, trademarks are most expected to achieve a sense of beauty in the hearts of consumers, leaving a positive impression. This is even more important for those cosmetic labels. Sometimes the original trademark does not have any aesthetic sense, and the translator must use his talents to polish and make it beautiful. An example is the US shampoo brand “ head & shoulders”. The translation of “海飞丝” is recognized as a very successful translation. The reason for its success is that it first meets the rules of teleology, that is thetranslation of “海飞丝” reflects people's need for shampoo. Secondly, it conforms to the coherent rules in discourse, because Chinese consumers can not only understand it, but also understand the beauty of Chinese translation. The Chinese character means “silk flying over the ocean”just like clean shiny hair. Third, this translation is consistent with the coherent rules of discourse because its pronunciation is similar to the original English brand. In short, “海飞丝”, in accordance with the rules of purpose and its two subordinate rules, everyone believes that it has completed the purpose of the brand and created a sense of beauty among the target consumers. Another example is the cosmetics brand Estee Lauder“雅诗兰黛”, which is based in the United States and entered the Chinese market in 1993. The company's goal is to be a world-class product that helps women look young, confident and glamorous. Estee Lauder is the name of its founder, its translation “雅诗兰黛”means elegance, poet, orchid and make-up, and the image of romantic elegance appears in the minds of Chinese consumers. The aesthetic function inspires consumers to purchase its products. Obviously, the brand's goal has been achieved through translation. The translation is also consistent with the coherent rules in the text, and Chinese consumers can feel the elegance and superiority of this makeup brand. In addition, the translation conforms to the coherent rules of discourse because its pronunciation is similar to the original.5.2 Principles Adopted in Chinese Translation of Trademark5.2.1 Attribute Relevance PrincipleAccording to the MSG (Management Study Guide) research, the trademark symbolizes the basic nature of the product, which highlights the physical and individual characteristics of the product. Trademarks also help create brand identity. Skopos theory is the most important theory in trademark translation. It determines the brand characteristics of the translated trademark and the meaning it needs to convey. The ultimate goal is to convince potential customers to purchase the product. The principle of attribute association requires that the translated trademarks enable consumers to associate the brand with impressions of high quality, good service and good reputation, so that customers will buy the product sooner or later. Pavlov's experiment can explain this principle very well. In his experiments, when the doghears the ringtone, it will drool, because they know that there will be meat immediately. Therefore, in the principle of attribute relevance, the translated trademarks should be such that the customer wants to buy the product as soon as he hears the trademark. How we can make a translated trademark famous is a question that requires both the translator and the translator to think together. A successful English trademark translation must not only have a literal meaning, but also be symbolic. Because Chinese is an ideogram, the translated trademarks should sound similar to the original one. That is, the best translated trademark is not only similar to the pronunciation of the original English trademark, but also makes Chinese sound good. The British insurance company "prudential" was translated as “保诚”, and Chinese means protection and sincerity. The translation can tell the customer that the company's insurance business also means that the company will serve customers wholeheartedly. From the perspective of Skopostheorie, “Prudential” first benefits the insurance company to establish a trustworthy image and contribute to the expansion of its business in China. Secondly, it achieves the purpose of conveying positive meaning and is easily accepted and understood by customers. Thirdly, it conforms to the coherent rules of discourse because its pronunciation is similar to the original trademark name, making it easy to associate with the corresponding British brand. Another successful example is the translation of “Johnson & Johnson”,translated as “强生”, which means strengthening for life. From the perspective of Skopostheorie, the translation of this trademark is first in line with the internal consistency rules of the text, because the term “Johnson & Johnson” means that the company's products can improve people's health, and health is the most question people concern. Otherwise, its pronunciation is similar to the original name. Another English trademark "tide" is translated into “汰渍”, which expresses the characteristics of the product well and conforms to the principle of attribute relevance. The brand will associate it with washing powder, in line with the principle of coherence between texts, and of course its pronunciation is similar to the original trademark.5.2.2 Culture Awareness PrincipleBruce Davis Keillor (2007: 94) believes that the language of a country canreflect the culture of that country, show the history of the country, and reveal the way of life and thinking of the people of the country. Translating foreign trademarks is a cross-cultural act, so it is necessary to fully consider the differences between English culture and Chinese culture so that the translation of trademarks can be accepted by local people. This principle of cultural consciousness stems from the coherent rules in discourse, in order to ensure that the recipient of the translated language fully understand the meaning of the translated trademark. Therefore, the translator should fully understand the values of Chinese recipients, including China's social habits, politics and history, and also need to understand the basic expectations of consumers. If the translated trademark does not conform to Chinese culture, it may negatively affect the sales of the corresponding products.For example, the translation of “百事可乐”, the Chinese people like things to go smoothly, and “百事可乐”reflects this characteristic, fully reflects the Chinese culture. At the same time, Coke is also reflected in the translation, indicating that it is a drink, “百事可乐”achieves functional description and cultural expression.5.2.3 Memorability PrincipleThe memory of a trademark can reflect the identity of the trademark. When people remember the trademark, they are more likely to be ready to buy a product or service. The human brain is like a machine that analyzes different information every day. The trademarks are more likely to be accepted by making it easier for customers to remember. Gunter, a Canadian brand strategy consultant, said that good brands that people like to have in their brains usually have the following four characteristics: short; a good trademark preferably has only two syllables. Translated trademarks should also follow this rule. According to the observation, the Chinese trademark should be less than four characters, because if it exceeds four characters, the customer will have a hard time to remember. Second is particularity, if a trademark is different from any others, the consumer's brain will redouble its efforts to remember it. Trademark owners want to create a recognized trademark, so a strong memory brand is crucial. The translation of Kodak and Exxon(柯达和埃克森)are two good examples. These two translated trademarks, different, unique and simple, are subjectto this rule. The third is meaningful; Trademarks can be better remembered when trademarks enable consumers to connect their images with their products. What is different from English is that Chinese is a phonological ideogram. If the translation of the trademark is only to pass the sound to the target recipient, it does not make much sense. A good translation of a good English trademark requires both the pronunciation to be similar to the original one and the positive meaning. The translations of many well-known trademarks such as Pampers, Tide and Goldlion (帮宝适,汰渍,金利来) have done this. The last is feeling emotionally. Scientists have shown that good emotions can help enhance memory. Therefore, any name that can cause emotions is easier to remember. The above examples are all trademarks with emotions. The trademark Unilevel translated into “联合利华”, means to gather together and benefit China, which caters to the patriotic sentiments of Chinese consumers, so they may be more willing to buy it.5.3 Strategies for Chinese Translation of Trademark5.3.1 Major Translation StrategiesSkopostheorie believes that the purpose of translation determines the translation behavior and the translation strategy adopted. The main purpose of the Chinese translation of English trademark is to provide customers with product information, to arouse their interest in the product and to convince them to buy. The translation of English trademarks should strictly abide by this purpose and adopt strategic translations such as transliteration and literal translation.5.3.2TransliterationWiktionary believes that transliteration means finding similar words in the target language based on the letters or word pronunciations in the words, which means better words. It is divided into complete transliteration and homonym.Complete transliteration refers to the translation of words in the target language that are similar to the original words. The use of full transliteration usually has the following conditions. First, the English brand name is not the English proper name and does not have any specific meaning. For example, "Casio" is transliterated into“卡西欧” and "Audi" is transliterated into “奥迪”. Second, the English trademark is made up of coined words. For example, the Japanese film trademark "Codak" was transliterated into “柯达”, and Kodak was meaningless in Chinese. But the pronunciation of "Codak" is somewhat similar to the click sound of a camera, which can help customers to talk about the trademark and the product, and may even purchase the product. The third condition for transliteration is that the English trademark consists of common words. These common words can be translated verbatim, but the translated names do not conform to Chinese customs. For example, if the washing machine trademark "Sharp" is literally translated into "夏普" in Chinese, which sounds unrelated to the washing machine and can mislead consumers. Although the transliteration "夏普" is not a perfect translation, it is still better than “锋利”. The biggest advantage of using full transliteration is that it helps to preserve the phonological beauty of the original brand name, reflecting the true characteristics of the product or exotic. Some people love some high-end trademarks such as Cadillac (凯迪拉克), Hilton (希尔顿), and Rools Royce (劳斯莱斯). Although these Chinese translations are meaningless in Chinese, they cater to the psychology of some people who like Western brands. For them, buying and using foreign top brands symbolizes social status. In summary, it can still find that the fully transliterated trademarks also conform to the Skopostheorie rules, because these trademarks can stimulate consumers' desire to purchase. Of course, these trademark translations do not conform to the coherent rules in the text, because these translated Chinese have no meaning. Of course, the translator needs to pay attention when selecting the corresponding homophones. Words or phrases with negative meanings must be avoided. Some top luxury brands usually use full transliteration because their main customers are those who are wealthy. But for trademarks of common products, full transliteration is not an ideal choice, because these products need to cater to ordinary customers and face a lot of similar products. If foreign products cannot locate themselves in a unique and impressive way and the names are not easy to remember, then the company is likely to face market recession and huge economic losses.5.3.3 TransferenceTransference is another way to represent source text in the target language. These are composed of the initials of the full name, very short, easy to read and understand. The English trademarks that are remembered can be quickly recognized by Chinese consumers and there is no need to translate them into Chinese. The best choice at this time is transference. If the original trademark is simple, eye-catching, and can make a huge profit to the company without translation, you can use transference. Such trademarks were introduced to China without any change in form and pronunciation. For example, AT&T, CD (Christ Dior) and CK (Calvin Klein).5.3.4 Strategy SelectionWhen the translator receives the translation task from the initiator, the translator must use his own translation skills to complete the translation of the trademark in light of the actual situation.First, the decision to use literal translation depends on whether the corresponding Chinese words can be found in Chinese. If so, it is necessary to consider whether such translation can achieve the desired goal. If it is not possible to translate literally, the translator must try to choose a meaning-oriented homophone transliteration method. This translation is impressive and easily accepted by the target consumers. The translation translated by these methods is both practical and in line with the basic principles proposed in this paper. Regardless of the translation strategy used, it is necessary to achieve the purpose of the trademark, the translation strategy establish a good brand image and successfully persuade consumers to make purchases.。

汉译英商标翻译的方法（Method of translating Chinese toEnglish trademarks）Method of translating Chinese to English trademarks Questioner: 2009-04-13 11:16 zxcvbnm1117 | Views: 2588(I) transliterationTransliteration is the translation of sounds from primitive Trademarks into the pronunciation of similar or identical target languages, which can be divided into two types: pure tone translation and harmonic transliteration. Pure tone translation is also called direct transliteration, that is, according to the pronunciation of foreign brand words, choose the same or similar pronunciation of Chinese characters together, these phrases in Chinese often do not have any meaning. Pure tone translation retains the beauty and calling function of the original trademark, such as Motorola, Motorola (mobile phone), Sony, SONY (color TV), Kodak, Kodak (film). Homophonic translation is also called homophonic pun, that is, in translation, we can choose homophonic words or phrases that can arouse the good associations of Chinese consumers. Because there are many homonyms Chinese characters, so it can be free to choose the translation pronunciation loud, graceful words to performance. Arche translated as "Arche", Pantene translated as "PANTENE", while retaining a syllable sounds loud, and choose "Qian", "ting" performance of the beautiful women Chinese characters more prominent cosmetics goods characteristics.(two) free translationParaphrase: the translation of the target language in accordance with the actual meaning of the words in the original trademark. The free translation here is different from the free translation (literal translation) relative to "translation" (free). The free translation of a trademark means that the meaning of the original trademark is expressed in the target language, including literal translation and creative translation. Literal translation is the translation method that conveys the meaning of the original text directly. This method is faithful to the meaning of the original trademark, but is often limited to the elegant trademark in the source language and the target language. Such as the English trademark "Blue Bird" (car name), was awarded the Nobel prize for literature, "Blue Bird", Blue Bird in the play is a symbol of happiness. The Chinese translation of "Bluebird" has inspired the good associations of consumers in China. "Bluebird" is the "Bluebird"". Consumers will soon associate the Tang Dynasty Li Shangyin's poem: "Pengshan this to no way attentively for visit", Qingdao is the Penglai fairyland Messenger, so the translation of "blue bird" is the literal translation method.(three) simultaneous translation of meaning and meaningIn the second part, the translation of some brand words is carried out, and some brand names are translated by transliteration. This method is based on the sound of the original trademark, and finds the same or similar words in the target language, which reflects the specific features of the product. Such as Simmons translated into "Simmons", not onlywith the original sound similar, but "Simmons" reminiscent of the sweet dream. Or translate the meaning of the original trademark, plus transliteration. For example, "Goldlion" literally means "Golden Lion", but translates into "Goldlion"". In addition to representing a product, the trademark word has certain meanings, that is to say, to associate the features of the product. As both sound and meaning translation translation "most successful example is Coca Ccla's Coca-Cola" and the original sound the same also reflects the characteristics of this product, see "Coca-Cola" that is for people to quote or edible. In addition, "Coca-Cola" gives the association significance is also very good.(four) subtractionSubtraction method, that is, the translation of long letters in English trademarks. English trademark in Chinese after translated into more easily by two or three words, two syllable in line with the development trend of Chinese aesthetic habits and times; three character mark is originated from the traditional China time-honored, such as Tong, "Quanjude" etc.. Therefore, it is necessary to delete the long note in the English trade mark. The Chinese translation can be reduced to two syllables or three character trademarks. Like McDonald 's, the old transliteration is "Mike Don Law", not as good as the "McDonald's" after the festival.(five) adding charactersThe method of adding characters, that is, after translating the main syllables, adds the self satisfied translation method inline with the characteristics of the goods. After the translation of the main syllable of the original name,According to the needs of the products in line with the characteristics or key words, in order to highlight the publicity of products, to attract consumers. One principle of adding characters is that the words added should be in proportion to the original trademark in meaning and tone. Otherwise it will be superfluous and improper. For example: Colgate translated as "Colgate", "clean" reflects the cleaning effect of toothpaste, Pepsi translated as "Pepsi Cola" belong to the use of amplification to the trademark translation.In view of this, although trademark speech is concise, it is very difficult to translate. Only the ability of consumer psychology, respecting national habits, a variety of methods and techniques to use just perfect trademark translation, will enable the translation standard in the war to dominate, so as to guide consumption, promote consumption. A good commodity, coupled with a catchy name, is tantamount to icing on the cake. Good trademark translation reflects the perfect combination of translation technology and aesthetic art, and brings good commodity effects at the same time.Let me help him with thatSatisfactory answer2009-04-18 15:59 | Report(1) transliteration methodThe method, namely the, original trademark translation into pronunciation sounds similar or identical purpose language translation method, which can be divided into pure translation and translation homophonic two. Pure translation is also called direct method, i.e. transliteration words according to the foreign languagetrademark pronunciation, choose the same or similar characters together, these phrases in Chinese often have no meaning. The original trademark translation reserve pure beauty and calling the phonological features, such as Motorola, Motorola (mobile), Sony Sony (TV), Kodak (film) Kodak. Homophonic translation also called homophonic pun, namely when translation can arouse Chinese consumers choose good words or phrases of the Association. Because there are many Chinese characters, thus homonym freedom of choice in translation, beautiful pronunciation loud words. "Benjamin is Arche" is, attractive "ting" Pantene, keeps the sound of loud, "Qian", "on the beautiful woman characters more outstanding cosmetics products."(2) free translationFinally, the original trademark in accordance with the actual meaning of words in the same or similar meaning translated into the target language translation. This is different from the "free" with "translation" (literal translation maybe) relatively free (maybe). The trademark translation of the original trademark will only use the language, including the literal translation and innovative translation. Literal translation is to convey the original semantic translation directly, this loyalty to the original meaning of trademark,but often YuZaiYuan limitations and pragmatic meaning of elegant trademark. If English trademark Blue Bird (car) awarded the Nobel Prize for literature in the Blue of pantomime Bird Bird Blue, the symbol of happi Ness.但中国的“蓝鸟”又激发了我国消费者协会，美丽的蓝鸟”即“”，“消费者很快就会对唐诗：“三不多，彭山这边看”，努力探索蓬莱天使乐园鸟，知更鸟是直译的翻译。

A Touch On The Translation OfTrademarkAbstract: the trademark is a special language symbol, is the salient features of the concentration of goods are goods, the important part of the culture, is the enterprise participates in the international competition the powerful weapon. In the era of globalization today, a correct translation of trademarks to drive consumer identity, like players and even falls in love with a brand. Therefore, how to have the skills to trademark translation has become a relevant brand name translation, marketing professionals and related linguistic researchers in marketing theory and practice study one of the key subjects. This article from the trademark translation skills need to consider the factors influencing skills, methods, discuss the success stories of the trademark translation skills, corresponding author.Key words: brand; brand name; translation; transliteration; free translation; case; language and culture;1. introduction:Since China's accession to the WTO, many foreign enterprises and products into China, a large number of Chinese enterprises and products to the world, but not the right of brand name translation not only bring higher marketing costs, and loss of original meaning of brand products. How to have the skills to translate a correct and effective brand name? This paper from the following several aspects to carry on the corresponding author.e of the trademark translation consideration of several factors2.1basic factors of brand essenceBrand name is condensed name purport of advertising language, its fundamental purpose: attractive attention, interest, desire, a stimulus action. Specifically: first of all, successful trademark should be consistent with the nature of the goods. Secondly, a successful trademark should also pay attention to good head, full of symbolic meaning, make the person produces association. Finally, language should be concise, clear, image, GetWord, easy to remember.2.2 language - English trademark words difference factorsEnglish and Chinese trademark word is brief, readable, easy to remember, and consumer interest in and appreciation of the character. However, due to the two languages of English and Chinese and the cultural differences between English and Chinese trademark words, also show a lot of differences, only when the translator is realized between the language and cultural differences, flexible, can make the trademark and trademark words play an equal effectiveness.2.3- English and Chinese cultural differences and cultural factors.Sociologist thinks, trademark is an expression of culture and communication tools, the translation of trademarks is the original language ( Source Language ) trademark translation into the target language ( Target Language ) trademark. In the English translation of trademarks, should fully realize and understand Chinese and English, each country consumer digital, animal, flower color, pattern, preferences and taboo. The trademark translation and target language country customs and culture to adapt. Only in this way can the trademark translation will be the target language country welcome.2.4 English and Chinese aesthetic factors of aesthetic differenceIn the oriental culture philosophy, art and literary language is to pay attention to the psychological time and space, especially emphasis on logic logic. Therefore, China's trademark tradition is the attention to psychological pleasure and aesthetic appreciation, pay attention to ethical education and emotional expression, pay attention to interest high, deep meaning, the pursuit of beautiful words, elegant taste, Shuxiang overflowing, good luck and happiness to you. But in the western culture philosophy, art and literary language of pay attention to is the natural space, especially emphasis space, substance, fact of nature authenticity, this leads to the Western brand culture attaches importance to the true nature and sensual pleasure, emphasizes the function and practical value.3 .methods of trademark translation skills3.1transliterationTransliteration is in does not violate the language specification and does not cause error association under the premise, according to its pronunciation, the use of a trademark and voice to word translation method.3.2literal translationLiteral translation is in the process of translation, the word as the basic unit of translation, taking into account contextual constraints, to retain the original trademark meaning and structure, reproduction in the form of content and style, to maximizeboth obtained with the original trademark equal advertising effectiveness, and maintain the original trademark sense of beauty.3.3combined translation transliterationThis method of translation is usually part of a trademark use transliteration according to pronunciation translated, and the other part is added with a special meaning of the corresponding Chinese characters, which makes the whole translation vivid and more in line with local cultural characteristics.3.4other special translation methodPhoto Gallery: not all the English trademark can through transliteration and translation are the perfect Chinese trademark name, so the Business Companies will be based on their own product characteristics and function to create a new brand.Direct: the so-called direct use, is completely preserved English trademarks, does not add or change for chinese. Such as "IBM" for" International Business Machines" is ( International Busine Machines Corp ), but in China, people are usually called" IBM", and do not address its full name in chinese.4. (Result) discuss some successful cases of trademark translationThe translation of trade mark requirement is very high, it requires the translator fully grasp the product nature at the same time, need to write in ornate style, concise language, connotation is rich, Lenovo better. Can say, excellent translation of trademarks can be a single word of gold., a be overwhelmed with admiration for effect. The following translation of a trademark case I think is very successful, now this translation skills are discussed and summarized:4.1 Benz ( Mercedes) and BMW ( BMW ): both are world famous automobile brand, although they themselves are meaningless, but its translation " Benz" but rich in meaning, both expressive and reflects the property of commodity. " Benz" and" Benz" in the voice of two is a homonym, so easy to link them together; semantically, also felt the car like a horse, horse galloping is inevitable. And" BMW" the Chinese translation for" BMW", showing the brand automobile distinguished and fun to drive. Visible, the two in China was very respected car brand translation reflects translators have great originality, become the trademark translation free translation legend.4.2 Coca-Cola ( Coca Cola ):" Cocacola, translated as" Coca Cola" combination". This is not only the continuation of the" Cocacola " English pronunciation, but also add the Chinese" delicious" and" happy" meaning, rhythm, musical, it will also have a taste of the beverage happy feeling, through the translation of the two different kinds of culture together. In addition, Coca Cola in the sound, meaning two respects to a proper extent reflects the beverage attributes, it gives people the message that:" thirst refreshing, an endless enjoyment". Although" Coca Cola" relative to the" Cocacola"and no special significance, but Chinese is sublimation of English, become a trademark in the English-Chinese translation of classic.4.3 Revlon ( Revlon ): the United States makeup brand" Revlon" is transliterated into" Revlon", this word is taken from the Chinese Ancient Poetry:" cloud would like to dress flower like spring breeze, a Revlon; if not groups of Yushan head to see, pyoi gyon1." This kind of sound meaning both translation satisfy both sides, is faithful to the original and does not adhere rigidly to the original, to the Chinese consumers left a beautiful and impressive, and sales increase.5. conclusions:From the above study of brand name trademark translation skills of exposition, theory circle and practice circle on trademark translation research awareness and constantly improve and deepen stage by stage, we can on the existing brand name trademark translation skills learning experience, the theory and practice to provide guidance for future foundation. Trademark translation should be good at estimating the consumer psychology, to fully respect different cultural background and cultural differences, to avoid cultural conflicts, to follow the equivalent translation theory, using the most appropriate translation skills, the right of presentation to the target consumers, in line with consumer psychology, aesthetic taste, so that they would be happy accept.Therefore, in-depth study of grasp and make good use of the trademark translation skills to make world famous brand goods essential to a nation, but also the promotion of culture has far-reaching significance.6. References:[1] 李贵升. 论商标的翻译[J].中国：中国科技翻译，1996.[2]史宽. 商标翻译中的一种时髦[J].佛山：佛山科技技术学院学报，1996.[3] Crystal,D,1983,The English Language, Penguin.[4]郭尚兴．论商标的确立与翻译——商标的翻译原则与技巧．中国科技翻译，1995(8)：28—31．[5] Bolinger,Dwight,1984,Language-The Loaded Weapon,Longman.[6] 胡开宝.商品名称的美学特征与英语商品名称的翻译[J].中国翻译，2000（5）[7]任荣．从语言的经济价值角度谈英文商标词的设计原则．外语教学，2002，(5)．[8] 吕和发．全球化与老字号译名．中国科技翻译，2009，(1)．《生命列车》The Train Of Life1.不久以前，我读了一本书。

翻译的种类自汉代佛经翻译开始，我国就有“直译”、“意译”之争，一直持续到现在。

所谓直译，就是在译文语言条件许可时，在译文中既保持原文的内容，又保持原文的形式。

汉语和英语两种语言存在共同之处，所以有些情况下直译是可能的。

但是，由于语言本身以及社会、文化等因素的差异，使用原文的形式无法表达原文的意思，这时就舍弃原文的形式，直接表达原文的意思，即意译。

纽马克(1988)根据译者侧重译出语还是译入语，把翻译方法分为以下几类：侧重译出语(程度由高到低)：·Word-for-word translation(逐字对译)·Literal translation(字面翻译)·Faithful translation(忠实翻译)·Semantic translation(语意翻译)侧重译入语(程度由低到高)：·Communicative translation(传意翻译)·Idiomatic translation(符合语言习惯的翻译)·Free translation(自由翻译)·Adaptation(改写)从逐字对译到改写是一个连续体，逐字对译与原文的形式最为对应，改写最强调译人语的流畅性。

与此类似，周兆祥根据“翻译的自由度”，把翻译分为以下几类：·逐字对译word-for-word translation)·字面翻译(1iteral translation)·语意翻译(semantic translation)·传意翻译(communicative translation)·编译（free translation)·改写(adaptation)可以通过下面一句话的翻译，体会几种翻译方法的区别：原文：Mr. Dewar slipped and fell outside his official Edinburgh residence on Tuesday morning．He picked himself up and went on to carry out two lunchtime engagements．(BBC news 11／10／2000)译文：逐字对译：杜瓦先生滑了和跌倒在外面他的官方爱丁堡居所在星期二早晨。

当代西方翻译研究的三大突破，两大转向三大突破1）20世纪50年代以来的西方翻译研究开始从一般层面上的对两种语言转换的技术问题的研究，也即从“怎么译”的问题，深入到了对翻译行为本身的深层探究。

提出了语音、语法、语义等一系列的等值问题。

当代西方翻译研究中的等值论等研究，虽然有它的局限，但它对翻译所作的微观分析，无疑使人们对翻译的过程和目标，看得更加清楚了，更加透彻了。

2）当代西方的翻译研究不再局限于翻译文本本身的研究，而把目光投射到了译作的发起者、翻译文本的操作者和接受者身上。

它借鉴了接受美学、读者反应等理论，跳出了对译文与原文之间一般字面上的忠实与否之类问题的考察，而注意到了译作在新的文化语境里的传播与接受，注意到了翻译作为一种跨文化的传递行为的最终目的和效果，还注意到了译者在这整个的翻译过程中所起的作用。

3）当代翻译研究的最大突破还表现在把翻译放到一个宏大的文化语境中去审视。

研究者开始关注翻译研究中语言学科以外的其他学科的因素。

他们一方面认识到翻译研究作为一门独立学科的性质，另一方面又看到了翻译研究这门学科的多学科形式，注意到它不仅与语言学，而且还与文艺学、哲学甚至社会学、心理学等学科都有密不可分的关系。

但是翻译研究最终关注的当然还是文本在跨文化交际和传递中所涉及的一系列文化问题，诸如文化误读、信息增添、信息失落等。

两大转向1）语言学派的转向2）从文化层面来审视翻译的转向当代西方翻译理论语言学派理论从20世纪50年代起，西方出现了一批运用现代语言学的结构理论、转换生成理论、功能理论、话语理论、信息论等理论的学者，他们把翻译问题纳入到语言学的研究领域，从比较语言学、应用语言学、社会语言学、语义学、符号学、交际学等角度，提出了相对严谨的翻译理论和方法，开拓出了翻译研究的新领域，给传统的翻译研究注入了新的内容。

他们是当代西方翻译史上名副其实的翻译理论家，其中最主要的代表人物有：雅可布逊（Roman Jakobson）尤金·奈达（Eugen A. Nida）卡特福特（J.C. Catford）彼得·纽马克（Peter Newmark）从严格意义上而言，是这批学者对翻译问题的学术探讨，揭开了当代西方翻译史上的理论层面。

On The Translation of Advertising English 一、课题(论文)提纲二、内容摘要三、参考文献On The Translation of Advertising EnglishAbstract：In modem society，advertisement，the embodiment of commerce，is becoming an important part in our daily lives. The intensified international exchanges and severe competition involve a growing need for advertisement and thus the translation of it. However, the study of advertising translation is far from satisfactoryto its need and the traditional translation theories seem increasingly inadequate. That is because advertisements are of a very practical type of writing with high commercial value, and the ultimate purposeof all advertisements is the same—to promote sales.Naturally, English advertisement has become an important way to communicate ideas, and it also becomes indispensable in the modern world.In this thesis, I will analyze the features of English advertisement, the translation principles of it and the ways in translating it. It is hoped that we can get some useful information when translating the advertisement.Key Words:advertisement；English advertisement；translation principles；translation ways0 . IntroductionIn the era of information, advertisements have infiltrated into all walks of life and become an important source of information as well as an indispensable part in ou r life. With China’s entry into the World Trade Organization, more and more multinationals are doing business in China. And the local people get to know more about foreign products through advertisements, which appear almost everywhere, on TV, in newspapers and in the street. So there seems to be an increasing need for translation of English advertisements. Studies in this field will also be of great significance.Many studies on advertisements made by various scholars both at home and abroad have enabled people to have understanding of advertising.Advertising English is a practical style, it has its own features, and its translation is provided with unique ways and principles. And in this thesis there are four chapters. In chapter one, I talked about the definition of advertisements and advertising English, and in chapter two I mentioned the features of advertising English, in chapter three and four I have talked the principles and ways of advertising English translation. 1. Definition of Advertising and Advertising English1.1 Definition of AdvertisingBefore exploring the present topic, we need to find out whatadvertising is. In other words, we’ll clarify the definition of advertising. The word “advertise” originated from the Latin word “advertere”, which means “to inform somebody of something” or “to make known to the public” (Mueller, 1996:55). There are different kinds of definitions for advertising. Advertising is defined as “a method of delivering a message from a sponsor though an impersonal medium, to many people”; as “the use of mass media to carry paid message for a commercial purpose or to advance a cause, institution, or political candidate” and as “any paid from of non-personal presentation and promotion of idea, goods or services by an identifi ed sponsor” (Mueller, 1996:55).Owing to the limit of space, many more definitions are not listed here. But it should be noted that the definition by American Marketing Association (AMA) is the most popular and is most widely quoted as a relatively standard and precise definition of advertising. It defined advertising as “The non-personal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsor through the various media” (Zhao Jin g, 1992:1).From the above definitions, we can understand that advertising takes the following meanings at least:1) It aims at groups of people rather than individuals. Advertising is non-personal; it is directed toward the masses of anonymous people.2) Most advertisements are paid by specific sponsor expect a fewunpaid ones like public service announcements.3) Advertising should be persuasive, for the fundamental role of advertising is enhancing brand awareness and urging people to purchase. The message has the explicit purpose of increasing sales through persuasion. (Zhao Jing, 1992:3).Information of Advertising EnglishEnglish in advertising refers to the English specially used in all kinds of advertisement. Advertising English as a practical style with high commercial value involves selling power and memory value, thereby it impresses the audience deeply. Advertisements must be eye-catching and possess attention value and readability.2. Features of Advertising EnglishAs a kind of mass media, advertising plays a very important role in modern society and permeates every aspect of social life. The advertising language has caused more and more attentions. As a kind of linguistic art, advertising has aroused attention to its language features. It is a sort of practical style, which has high commercial values. The language in English advertisement belongs to “loaded language”, which has a high “persuasive power”. It aims at inspiring people's imagination, stimulating their emotion, and persuading them to purchase certain commodities. It transfers the least information about commodity and service, and accelerates and promotes the sales of commodity, and consequentlyfurthers the development of modern society. In this chapter, we focus on the features of advertising English: its lexical features, syntactical features and rhetorical features.2.1 Lexical FeaturesFirstly, English advertisements usually involve many words; we call them as coinage and anagrammatic spelling, in order that it can draw attention of the people and covey the information of products effectively. Although these words are different from their original form, they are more vivid and interesting than the formers.Secondly, advertising usually use concise and an accurate words and expressio n. “Copywriting will directly influence purchasing motivation and is closely related to the benefit of the public”.(Net,1)2.2 Syntactical FeaturesThe purpose of all advertisings is to familiarize consumers with or remind them of the benefits of particular products in the hope of increasing sales, and the techniques used by advertisers do not vary markedly. An advertisement is often merely glimpsed in passing and so, to be effective, its message must be colorful, legible, understandable, and memorable.Firstly, the simple sentences are wildly needed in advertising English instead of complex ones, because the simple ones are easy to understand and memorable by consumers. They are concise in reading, lively andbeautiful by hearing.Secondly, the interrogative sentences are frequently used in advertisements. There are two reasons to use interrogative sentences. Viewing from the angle of psychology, it divided the process of information receiving into two phases by first raising a question and then answering it. Thus it turns the passive receiving into active understanding. From the linguistic angle, interrogative sentences decrease the grammatical difficulty, because they are usually short in advertisements.Thirdly, the imperative sentences are used in advertising English. 2.3 Rhetorical FeaturesRhetoric is widely employed in advertising English. Advertisers have made good use of them to give beauty, and force of advertising, and the creative use of them results in advertisements which are emotionally alive, intellectually appealing and memorable.In advertising English language, a lot of rhetoric are used, the top five frequently used are: analogy, personification, repetition, pun parody, and rhyming.Perhaps, analogy is the most widely in advertising English. It can be divided into two kind simile and metaphor. Simile is to compare one thing to another one, and in advertisement, the businessmen usually use it to make the abstract thing into the concrete one or familiar one to consumers’. In this way, it can attract the consumers’ interests and loveness to the goods.3 . Principles of Advertising English translationPrinciples for advertising translation discussed and illustrated in this chapter are based on and derived from the generally accepted translation standards. As advertising texts display so many distinct characteristics and play various exclusive functions.Three principles for advertising translation are introduced in the following.3.1 FaithfulnessOne of the main functions of advertising is to provide product information, including information about the brand name, price, size, performance, and characteristics of the product. Then it becomes extremely important for consumers to be able to understand all the information. The translated copy should provide as much necessary information as possible. Theoretically speaking, the product information in the source text should be reproduced in the target text completely and thoroughly, but it is impossible for some reasons. In other words, understandability occurs when absolute equivalence instead of relative equivalence is required. So, the first translation principle, faithfulness, proposed from the angle of advertising content, aims to maintain a high degree of fidelity to the source advert, first the content, then the form, if possible. Of course, if both of them can be kept in the target text, that’sperfect. Now, let’s look at the following examples.E.g.Fresh food and fresh air. The perfect recipe for a healthy life.I’ve chosen. It’s Candy.新鲜食物+新鲜空气，健康生活的绝妙处方。

英语商务翻译论文[5篇材料]第一篇：英语商务翻译论文A Study on Linguistic Features and Translation Strategies of English Business ContractsAuthor: Yang tao Tutor: Gao bei(Oriental Science & Technology College of Hunan Agricultural University, Changsha 410128)Abstract: The specific way of information transmitting in business activities accounts for the specific features of business English, which transmits the information of business theory and practice.The article analyses the linguistic features of business English through three aspects: words, sentence and text.With examples taken from business English translations, the author interprets that the linguistic features of business English influence a translator’s comprehension which in the end accounts for a correct business English translation.The exploring of principle of business English translation plays an important role in a successful translation.The author upholds the view that business English translators should follow the three principles of “faithfulness, exactness and consistency”.“Faithfulness” is the first principle for business English translators to follow;“exactness” is the key of these three principles;“consistency” guarantees a unified and stan dard translation.Key words: business English;linguistic features;translation principle英语商务合同的语言特征及其翻译策略作者：杨韬指导老师：高贝（湖南农业大学东方科技学院，长沙 410128）摘要：由于英语商务合同所传达的商务理论和实务等信息的特殊性，英语商务合同的语言有其特殊的特点。

翻译理论与技巧(A)试题集及答案work Information Technology Company.2020YEAR翻译理论与技巧(A)试题集及答案(红色为自己所出题)一 Fill in the blanks.1.According to sociosemiotic theories, meaning consists of three aspects:_________, ___________ and ____________ .2.As far as communicative function is concerned, English sentences can beclassified into four types: ____________ , ___________ , _____________ and___________ .3.Professor Xu Yuanzhong ever proposed that literary translation shouldconform to the principle of “____________, __________ and ___________”.4.The basic procedures of translation are made up of three steps: __________,___________ and ___________ .5.Peter Newmark divided the function of language into six kinds, among whichthe most important four functions are ____________, ___________ ,__________ and ___________ .6.“Literal translation” is based on -language-oriented principle, while“liberal translation” is based on -language-oriented principle.7.Translators often abide by -oriented principle when they translateliterary works8.When we see th e sun, we often think of hope. It’s the meaning of thesun we in fact think of.9.Yan Fu’s standard for good translation is , and .10.According to Peter Newmark, the expression “How do you do” performs___________ function.11.We should analyze , and before we really put somethinginto the target language.12.According to the structure, English sentences can be classified intosentences, ___________ sentences, sentences and sentences.13.The three principles for translation advocated by Alexander Fraser Tytler are:①②③14.The sentence “The earth goes around the sun” performs the function oflanguage.15.When we hear somebody speaks ungrammatically, we know that he is notwell-educated. Here the language carries the meaning.16.According to the different signs that translation deals with, translation can beclassified into , , .17.Translation can be regarded as a , a or a .18.According to different topics, translation can be classified into translation,translation and translation.二 Translating the following sentences into Chinese.1Their host carved, poured, served, cut bread, talked, laughed, proposed healths.2The crafty enemy was ready to launch a new attack while holding out the olive branch.3Her dark eyes made little reflected stars. She was looking at him as she was always looking at him when he awakened.4The pictures that linger in his mind, called up in a moment by such sensations as the smell of roses or of new-mown hay, are of a simpler nature.5 It’s not easy to become a member of that club—they want people who haveplenty of money to spend, not just every Tom , Dick, and Harry.6 The door was unlocked. She went inside and sat in a stupor. She was nearcollapse, barely able to move her swollen feet.7 But my mother had not passed this way for years. And the slimness and thestride were long past, too.8 I was limp as a dish rag. My back felt as though it had been beaten with wires.9 As you know, we operate in a highly competitive market in which we havebeen forced to cut our prices to the minimum.10 I sat with his wife in their living room, looking out the glass doors to thebackyards, and there was Allen’s pool, still covered wi th black plastic that hadbeen stretched across it for winter.11 Time did not spoil the beauty of the walls, nor the palace itself, lying like ajewel in the hollow of a hand.12It is obvious that this was merely a case of robbing Peter to pay Paul. There was no real clearing up of the outstanding debt.13He doubtlessly expected hugs, tablefuls of food, tears, laughter, and conversation followed by more conversation, then hugs and more hugs allover again, without end.14There is nothing more disappointing to a hostess who has gone to a lot of trouble or expanse than to have her guest so interested in talking politics orbusiness with her husband that he fails to notice the flavour of the coffee,the lightness of the cake, or the attractiveness of the house, which may beher chief interest and pride.15English prose is elaborate rather than simple. It was not always so.16When I go around on speaking engagements, they all expect me to assumea Quaker-Oats look.17The door was unlocked. She went inside and sat in a stupor. She was near collapse, barely able to move her swollen feet.18“It is true that the enemey won the battle, but theirs is but a Pyrrhic victory.”said the General.19 A dirty-yellow sky had threatened rain all day and a hollow stillness hungover the valley.20I pulled up a chair and sat down. I sat with my legs wide apart at first. But this struck me as being irreverent and too familiar. So I put my kneestogether and let my hands rest loosely on them.21One day, while out on the bleak moors, Pip is startled by a hulking, menacing man who threatens him if he does not bring him some food immediately.22Hygeia herself would have fallen sick under such a regimen; and how much more this poor old nervous victim?23Our Band-Aid approach to economic development must be changed.24It would have been only courteous to kneel at the proper time, as all did, since I had voluntarily come to the church.25It develops an argument; it cites instances; it reaches a conclusion.26Father’s attitude toward anybody who wasn’t his kind used to puzzle me.27Several blocks from the park, running parallel to it, Clement Street bustles like a second Chinatown with dozens of ethnic restaurants.28We know that a cat, whose eyes can take in many more rays of light than our eyes, can see clearly in the night.29She stopped listening. She felt as though she had been slapped to the extreme outer edge of life, into a cold darkness.30Nancy Reagan, and not George Gallup, may well have the final say.31Mr. Kingsley and his Red Brick boys will have to look to their laurels.32The hungry boy was wolfing down his dinner.33I have a dream that my four little children will one day live in a nation where they will not be judged by the color of the skin but by the content of their character.34The importance of oceanography as a key to the understanding of our planet is seldom as well appreciated.35I pulled up a chair and sat down. I sat with my legs wide apart at first. But this struck me as being irreverent and too familiar. So I put my knees together and let my hands rest loosely on them.36There is a mixture of the tiger and ape in the character of the imperialists. 37 A country that wishes to become a member of WTO is to send in itsapplication before a working party is formed by WTO for examination of the specific conditions of the country.38When prices range from $34,500 to $50,000 per car, evidence that these machines are more than a cut above the rest is essential.39One of the most heartwarming aspects of people who are born with a facial disfigurement, whether minor or major, is the number of them who do not allow it to upset their lives, even reaching out to help others with the same problem.40The heavily laden infantry, though enjoying a superiority of six-to-one, simply could not keep to schedule and lost 60000 men in one day.41I have a cake in the oven that I was making for the Senora’s dinner.42The world is scraping bottom in the deepest economic slump in a half-century.43Now, dear, hurry home and make yourself pretty in your pink dress.44Military strategy may bear some similarity to the chessboard but it is dangerous to carry the analogy too far.45Studies show that otherwise rational people act irrationally when forced to stand in line or wait in crowds, even becoming violent.46Prolonged high unemployment will threaten the current leadership in other capitals as well, and it could ignite violent upheavals in some of the most hard-pressed land.47Many advocated strong action to bring the Prime Minister into line.48He cannot wholly detach himself from the technicalities and personal inconveniences which accompany the battle for intelligence.49I will not have it said that I could never teach my daughter proper respect for her elders.50Although the recession has reached every corner of the planet, the impact is uneven.51I think lawyers mistakenly believe complex language enhances the mystique of the law.52Not long ago, a foreign visitor whose English is extremely good told me of his embarrassment in a tea shop.53Meanwhile individual schools are moving on their own to redress the imbalance between teaching and research.54We have created a faculty of scholars frequently so narrow in their studies and specialized in their scholarship they are simply incapable of teaching introductory courses.55Then the players find out the lottery is not particularly good bet and they find other forms of gambling.56The English language is in very good shape. It is changing in its own undiscoverable way, but it is not going rotten like a plum dropping off a tree.57There has always been a close cultural link, or tie between Britain and English-speaking America, not only in literature but also in the popular arts, especially music.58We must just make the best of things as they come along.59But once I made the decision, I went at it with all flags flying.60 Autumn’s mellow ha nd was upon the woods, as they owned already, touchedwith gold and red and olive.三 Translate the following passage into Chinese.1Be very wary of opinions that flatter your self-esteem. Both men and women, nine times out of ten, are firmly convinced of the superior excellence of theirown sex. There is abundant evidence on both sides. If you are a man, you can point out that most poets and men of science are male; if you are a woman,you can retort that so are most criminals. The question is inherently insoluble, but self-esteem conceals this from most people. We are all, whatever part ofthe world we come from, persuaded that our own nation is superior to allothers. Seeing that each nation has its characteristic merits and demerits, weadjust our standard of values so as to make out that the merits possessed by our nation are the really important ones, while its demerits are comparatively trivial. Here, again, the rational man will admit that the question is one to which there is no demonstrably right answer. It is more difficult to deal with the self-esteem of man as man, because we cannot argue out the matterwith some non-human mind. The only way I know of dealing with this general human conceit is to remind ourselves that man is a brief episode in the life ofa small planet in a little corner of the universe, and that for aught we know,other parts of the cosmos may contain beings as superior to ourselves as we are to jelly-fish.2 Reading is fun, not because the writer is telling you something, but becauseit makes your mind work. Your own imagination works along with theauthor’s or even goes beyond his. Your experience, compared with his, brings you to the same or different conclusions, and your ideas develop as youunderstand his.Every book stands by itself, like a one-family house, but books in a library are like houses in a city. Although they are separate, together they all add up to something; they are connected with each other and with other cities. The same ideas, or related ones, turn up in different places; the human problems that repeat themselves in life repeat themselves in literature, but with different solutions according to different writings at different times.Reading can only be fun if you expect it to be. If you concentrate on books somebody tells you “ought ” to read, you probably won’t have fun. But if you put down a book you don’t like and try another till you find one that means something to you, and then relax with it, you will almost certainly have a good time—and if you become as a result of reading, better, wiser, kinder, or more gentle, you won’t have suffered during the process.3 It is well that the commonest fruit should be also the best. Of the virtues ofthe orange I have not room fully to speak. It has properties of health giving, as that it cures influenza and establishes the complexion. It is clean, forwhoever handles it on its way to your table, but handles its outer covering, its top coat, which is left in the hall. It is round, and forms an excellentsubstitute with the young for a cricket ball. The pip can be flicked at yourenemies, and quite a small piece of peel makes a slide for an old gentleman.But all this would count nothing had not the orange such delightful qualities of taste. I dare not let myself go upon this subject. I am a slave to its sweetness. I grudge every marriage in that it means a fresh supply of orange blossom, the promise of so much golden fruit cut short. However, the world must go on.With the orange we do live year in and year out. That speaks well for theorange. The fact is that there is an honeaty about the orange which appeals to all of us. If it is going to be bad—for the best of us are bad sometimes—it begins to be bad from the outside, not from the inside. How many a pearwhich presents a blooming face to the world is rotten at the core. Howmany an innocent-looking apple is harbouring a worm in the bud. But theorange has no secret faults. Its outside is a mirror of its inside, and if you are quick you can tell the shopman so before he slips it into the bag.4 It is odd to watch with what feverish ardor the Americans pursue prosperityand how they are ever tormented by the shadowy suspicion that they may not have chosen the shortest route to get it.Americans cleave to the things of this world as if assured that they will never die, and yet are in such a rush to snatch any that come within their reach, as if expecting to stop living before they have relished them. They clutch everything but hold nothing fast, and so lose grip as they hurry after some new delight.An American will build a house in which to pass his old age and sell it before the roof is on; he will plant a garden and rent it just as the trees are coming into bearing; he will clear a field and leave others to reap the harvest;he will take up a profession and leave it, settle in one place and soon go off elsewhere with his changing desires. If his private business allows him amoment’s relaxation, he will plunge at once into the whirlpool of politics.Then, if at the end of a year crammed with work he has a little spare leisure, his restless curiosity goes with him traveling up and down the vastterritories of the United States. Thus he will travel five hundred miles in afew days as a distraction from his happiness.Death steps is in the end and stops him before he has grown tired of this futile pursuit of that complete felicity which always escapes him.5 Through all of our history we have pondered the stars and mused whetherhumanity is unique or if, somewhere else in the dark of the night sky, there are other beings who contemplate and wonder as we do, fellow thinkers in the cosmos. Such beings might view themselves and the universe differently.There might be very exotic biologies and technologies and societies. In a cosmic setting vast and old beyond ordinary human understanding, we are a little lonely, and we ponder the ultimate significance, if any, of our tiny but exquisite blue planet. The search for extraterrestrial intelligence is the search for generally acceptable cosmic context for the human species. In the deepest sense, the search for extraterrestrial intelligence is a search for ourselves. Along with the growing dedication to a serious search, a slightly negative note has merged which is nevertheless very interesting. A few scientists have lately asked a curious question: if extraterrestrial intelligence is abundant, why have we not already seen its manifestations?6 A real woman, by my definition, neither despises nor worships men, but isproud not to have been born a man, does everything she can to avoidthinking or acting like one, knows the full extent of her powers, and feels free to reject all arbitrary man-made obligations. She is her own oracle of rightand wrong, firmly believing in her five sound senses and intuitive sixth. Oncea real woman has been warned by her nose that those apples are tasteless orassured by her finger-tips that this material is shoddy, no salesman in theworld can persuade her to the contrary. Nor, once she has met some personage in private and summed him up with a single keen glance as weak, vain or crooked, will his mounting public reputation convince her otherwise. She takes pleasure in the company of simple, happy, undemanding women; but seldom or never finds a friend worthy of her full confidence.翻译理论与技巧（A）答案一 1 designative meaning or referential meaning, linguistic meaning and pragmatic meaning2 declarative sentences, interrogative sentences, imperative sentences and exclamatory sentences3beauty of meaning, beauty of sound and beauty of form4comprehension, expression and testing5informative function, expressive function, vocative function and aesthetic function6source, target7Aesthetics8Associative9Faithfulness, Expressiveness, Elegance10phatic11Grammar, meaning and structure.12Simple, compound, complex, compound complex131) A translation should give a complete transcript of the idea of the original work; 2) The style and manner of writing should be of the same character as that of the original; 3) A translation should have all the ease of the original composition.14informative15indexical meaning.16Intralingual translation, interlingual translation, intersemiotic translation17science, art, skill(craft)18professional translation, literary translation, general translation二 1他们的主人，又是割啊，又是倒啊，又是上菜啊，又是切面包啊，又是说啊，又是笑啊，又是敬酒啊，忙个不停。

“论文学翻译过程”“语义翻译和交际翻译理论在英汉翻译中的运用”“英语句子成分的省略及汉译”“文学翻译中隐喻的传译”一、选题范围1、翻译与文化：可以从宏观和微观两个方面考虑。

宏观方面，一般从翻译在目的语社会文化中的生产、接受、翻译在目的语社会文化中所起的功能等角度讨论，可以从社会、文化、历史、交际的视角切入。

阐述为什么有那样的译文？如严复的翻译，林纾的翻译，傅东华翻译《漂》时为什么使用归化的手段，鲁迅翻译的策略，翻译材料的选择等等。

微观方面，可以讨论语言文字所承载的文化内容和内涵如何在翻译中表达，如文化负载词的翻译策略等。

2、翻译与语言学理论：可以从篇章语言学，功能语言学（如喊韩礼德的系统功能理论等），对比语言学，心理语言学，交际语言学、文化语言学等方面考虑选题。

如功能语言学和篇章语言学中讨论的衔接与连贯及其翻译，也可以讨论他们在英语和汉语中的差别入手，进一步讨论他们在翻译中的处理，主位、述位的推进极其在翻译中的体现。

英语汉语对比及其翻译策略等等。

3、翻译与语文学。

主要从艺术的角度讨论文学翻译中的问题。

4、应用翻译：主要从特殊用途英语如商务英语、科技英语、旅游英语等方面讨论在这些特殊领域中涉及的翻译问题如何处理。

如旅游宣传资料的翻译等。

5、译文对比：可以是同一篇文章、同一本书，不同的译者在同以时期或不同时期进行的翻译做的对比，也可以是同一个译者对同一篇文章或书在不同时期的翻译的对比；可以是翻译技巧等微观层面的对比，也可以是宏观曾面的对比，以探索为什么在不同时期译者回采取不同的策略，有哪些社会的、文化的、政治的、意识形态的原因？6、翻译及评论：首先选择一篇长文，一般是文学作品且没有人翻译过，进行翻译，翻译完后，从上述五个方面选择一个理论视角对自己的翻译进行评论。

7、译者风格。

8、翻译与美学。

二、选题方法：上述各个方面均可写出几本甚至几十本专著，因此大家从上述方面可以选出一个写作的范围。

缩小选题范围：首先是广泛浏览上述各有关方面翻译研究资料，以确定自己对哪方面感兴趣且有话可说，这是缩小范围的第一步。