商务英语翻译教程(第三版)unit7广告翻译

2 E-banking 4 Financial management 6 Credit card services
Introductory Remarks
The business of banking can be broadly defined as wise management and circulation of all kinds of money in the best interest of every unit of money. Today, a bank is a financial intermediary that offers a wide range of services to meet their customers’ financial needs. Two fundamental banking services are accepting deposits and making loans. Other services include payment services; deposit and lending services; investment, pensions and insurance services and e-banking.
Warming-up Discussion
Before you read, work in pairs and discuss these questions. (1) What do you know about banking services? (2) What role do you think banking plays in our lives?
Banking also includes a great variety of additional products and services that meet customers’ financial needs. A few of these products and services include investment products, pensions and insurance services, and foreign exchange services.

商务英语写作商务广告英语翻译商务广告英语的用词特点：1）简明、通俗、易记--- Mosquito Bye Bye Bye 蚊虫杀杀杀--- Start Ahead. 成功之路，从头开始。

2）新奇与创意--- Give a Timex to all, and to all a good time.拥有一块天美时表，享有一段美好时光。

--- Ezyrub3) 强烈的针对性--- Tide’s in. Dirt’s Out.商务广告英语的句法特点：1）使用单词或短语代替整句--- A work of art.--- A world of comfort2) 大量使用简短的简单句、不完整句和省略句--- No caffeine. Virtually no calories. Just a unique, sparklingcitrus taste.3) 大量使用祈使句--- Catch that Pepsi spirit. Drink it in.--- Come to where the flavor is. Come to Marlboro Country.4) 使用各式疑问句--- Are you going gray too early?商务广告英语的修辞特点--- Whatever you’re eating, drink Maeus Rose. Always light, always fresh, always chilled, always right.--- Free hotel! Free meals! Free tra nsfer! For free “stay-on-the-way”in Amsterdam, yo u can rely in KIM.--- Ask for More. / I’m More satisfied.--- Give your hair a touch of spring.--- Fly smooth as silk.--- A Mars a day keeps you work, r est and play.翻译原则：功能对等翻译标准：---促销力---创意---美感---文化的适宜性1 直译Literal Translation （Semantic Translation or For eignization Translation)--- Challenge the Limits.挑战极限。

Barriers to Effective Communication
Many things may interfere with or block communication. Please list six barriers to communication at work according to the following four examples.
《商务英语综合教程》（基础）
Unit 7 Relationships
A. Brainstorming B. Business Knowledge
◆ Additional Reading C. Business Skills D. Business Actions
◆ Additional Reading E. Highlights Vocabulary Suggested Answers
Communication is an important part of our daily life. We express our thoughts and feelings and convey messages by communication. To have a co-operative, positive working environment, communication must be effective and efficient.
Teaching Objectives
• 1. to learn communication concepts; • 2. to learn the basics of relationships; • 3. to learn the basics of communication

《世纪商务英语》翻译讲义AdvertisementsUnit 7 Advertisements1.Adverting is a way of bringing information to the public for the purpose of selling a product, a service, an idea, or an event. The information is transmitted by means of the printed word or even the air. It may be presented as a simple statement of fact, or, as is more frequently the case, it may be offered in colorful or even emotional language. All advertising is intended to stimulate people to do some specific thing, such as buying a product, ordering a service, joining an organization, attending a meeting, or thinking sympathetically about a situation. Each advertising is paid for by a person, a group, an organization, or a business enterprise seeking to advance his or its goals.Consumer advertising can be directed to different parts of a market. For example, producers advertise through magazines and radio and television programs that appeal to the portion of the market they wish to reach. A cereal manufacturer would schedule commercials for television cartoon shows in order to make children aware of a product. A tire maker would use air ads during sporting events to appeal to the adult male audience.Trade advertising is aimed at middlemen of all kinds. Trade ads try to persuade wholesalers and retailers to stock specific goods. Industrial advertising is directed to producers of manufactured goods. Agricultural advertising goes to the agricultural producers. Professional advertising is aimed at people such as doctors, teachers and architects, who recommend products but do not purchase them directly./doc/a6dbcee8dd3383c4bb4cd2fa.html nguage features(1)Verbs, adjs, pronouns, coinageNestle Ice Cream: Take time to indulge! Disneyland: The happiest place of earth.KFC：we do chicken right Sony: Hi-fi, Hi-fun, Hi-fashion, only from Sony(2)Sentence Patterns: simple sentences, interrogative sentences (疑问句)& ellipticalsentences（省略句）Calvin Klein: Between love and madness lies obsession.Budweiser: Why ask why? Try Bud dry. Intel: Intel inside. 因特尔在其中(3)Rhetorical devices/ Figures of Speech 修辞:personification(拟⼈)， simile & metaphor(明喻，暗喻)，pun(双关)，alliteration(头韵) ，rhyming(尾韵), hyperbole(夸张)，repetition(反复、重复), antithesis (对偶), irony (反语),parody (仿拟)etcBounty (糖果)：A taste of paradise Fila：Functional…Fashionable…Formidable…Give me taste, not waist. Not all cars are created equal.3. (1) Sea, sun, sand, seclusion– and Spain! You can have all these– at a price that is hard to believe – when you visit the new Calientte Hotel.(2) Run a critical eye over the Swiss Timetable for Europe, and you’ll find it’s a masterpiece of structure and content. Drawing on a map of some 50 cities, it also presents the unique choice of these different perspectives; reasonably priced Economy Class, comfortable Business Class and luxurious First Class, all of which inspired more and more discerning travelers to discover the pleasure of flying Swissair.（3）溪⼝千层饼采⽤传统⼯艺，制作精细，质地松软，清⾹可⼝。

此句直接采用直译旳措施，将句子按字面意思直接翻译过来，与原信息 相等。
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SECTION 3
Sec 1 Sec 2 Sec 4 Sec 6 Sec 7 Sec 8
II. 企业将简介旳翻译技巧（2）
（2）自1979年成立迄今，成霖以其优质旳产品、良好旳售后服务、实惠旳 价格以及最高旳环境保护原则，迅速成为北美地域水龙头及厨浴配件市场最主 要旳外国供给商。
SECTION 2
Sec 1 Sec 3 Sec 4 Sec 6 Sec 7 Sec 8 返回
I. 试把下列词语译成汉语。
（1） corporation （2） stockholder （3） capital （4） the board of the directors （5） location （6） rank （7） enterprise （8） stated-owned （9） individual-owned （10) collective-owned
Sec 7
Sec 8
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SECTION 3
Sec 1 Sec 2 Sec 4 Sec 6
II. 企业简介旳翻译技巧（4）
译文：Recreation What a better way to dissolve the stresses of the day than enjoying the facilities of our gymnasium, swimming pool, Jacuzzi, sauna & steam bath. 译文没有按照原文旳语序直译，而是采用了更符合英文体现习惯旳宣传 文体，使读者对酒店立即感觉到了犹如文字一样旳优美感受，不可不称之为 佳译。
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SECTION 2

Business Situation
You are a sales manager of Shenzhen Dongfang Real Estate(房地产) Co.,Ltd, and you try to produce a leaflet for the new villa—Queen’s Garden Villa.
Unit 7 Leaflet and Advertisement
Learning Objectives By the end of this unit you should be able to have a good command of the form and structure of a leaflet and an advertisement; use Writing Techniques in this unit comfortably in your Business English Writing; practise writing leaflets and advertisements by using words in the miniword lists; acquire the ability to write leaflets and advertisements with the help of dictionaries and the Internet.
Task Two:
After finishing Task one, you are to do a group work—find out the steps for writing a leaflet or an advertisement and the essential parts of it, and then check your findings with your teacher.

定 语 从 句 被 动 句 式 比 较 句 式 否 定 句 式
商务英语翻译 之 文体与语篇
商 务 合 同 商 品 说 明 书 商 务 信 函
商 标 与 品 牌
商 务 广 告
商 号 与 名 片
词义的选择（Choice of Meaning）
变化中的词义（热身）
（二）根据词性确定词义 （三）根据专业来确定词义 （四）根据词的搭配关系和上下文 来确定词义
（一）根据汉语的表达习惯确定词义
net income net profit net conclusion
净收入 纯利润 最终结论
小数目 1. a low figure 收入低的工人 2. workers on low incomes 3. The simplest way to succeed in business is to buy low and sell high. 生意成功最简单的途径就是贱买贵卖。 4. The value of the pound has fallen to a new low against the dollar. 英镑兑换美元的比值已跌到新的（最）低点。
（四）根据词的搭配关系和上下文来确定词义 1. In case of any request by either party, the party having possession of the desired record may deliver the appropriate records to the requesting party. 2. The price difference should in no case be as big as USD 25 per metric ton. 3. In the case of an order for more than 6 000 pieces, Party B allows a special discount of 6 percent.

3.1 Difference Between English and Chinese
1)英语广告语言客观具体，突出信息功能(informative function)；汉语讲究以言感人，偏重呼唤功能(vocative function)；
e.g. Ideas for life. (Panasonic电视) 实现您的梦想
Principle of Advertisement---AIDA:
Attention—Interest—Desire—Action
引起注意 —激发兴趣—刺激需求—采取 行动
Classification According to Advertising Media: Press Advertising Television and Radio Advertising Outdoor and Transport Advertising Window and Point-of-Sale Advertising Exhibition and Trade Fairs Direct Mail Advertising Cinema …
Figure of speech in English ads.
4.1 Homophonic Pun (谐音双关) 4.2 Homographic Pun (语义双关) 4.3 Contrast 4.4 Hyperbole 4.5 Repetition 4.6 Simile 4.7 Metaphor 4.8 Alliteration （头韵） 4.9 End-Rhyme / Consonance (尾韵) 4.10 Parody (仿拟)
All is well that ends well. (cigarette) 烟蒂好，烟就好

• • Its major product • Its target market (teenagers, parents, students...) • Its market entry strategy (direct exporting, licensing,
employees keeps increasing?
• We are trying to figure out the reason. Because of that reason, the
promotion of the new product failed.
•
We are trying to figure out the reason why the promotion of
III. Reading
• Read the article and answer the following
questions.
• 1. According to the author, what factors will
influence your choice of market entry strategy?
of buying a company?
III. Reading
• Discussion • In this article, the author lists seven
market entry strategies. Work in pairs. You are the CEO of your company, decide which one will be your choice when your company enters a foreign market and state your reasons.

世纪商务英语翻译教程第三版课后练习题含答案课后练习题1.Translate the following sentence into Chinese: This is thefirst time I’ve been invited to a party.这是我第一次被邀请参加聚会。

2.Translate the following sentence into English: 国家应该把更多的资金投入到环境保护方面。

The government should invest more funds into environmental protection.3.Translate the following sentence into Chinese: The companyis planning to open a new branch in Beijing next year.公司计划明年在北京开设一个新分支机构。

4.Translate the following sentence into English: 制造业的发展对经济的贡献是巨大的。

The development of manufacturing industry makes a huge contribution to the economy.5.Translate the following sentence into Chinese: The newpolicy will be implemented next month.新政策将于下个月实施。

6.Translate the following sentence into English: 她是一位出色的领袖，能够很好地领导团队完成任务。

She is an outstanding leader who can lead her team to complete tasks very well.7.Translate the following sentence into Chinese: The companywill launch a new product next week.公司将于下周推出一款新产品。

• You can begin like this: “The key elements to
consider when entering a foreign market are…”
II. Vocabulary Building
• A. Read the following dictionary definitions and then unscramble the
• 2. Is it important to choose agents and
distributors carefully? Why or why not?
• 3. What kind of firms does franchising work well
for?
• 4. What are the advantages and disadvantages
• division staff experience domestic development • Determine how many members will be located in the
international market. Add individuals that not only speak the language of the other country but have ______ developing marketing programs there and have local contacts that can be used for business . Develop the organizational structure and reporting relationships between the international and the marketing team to ensure open communication and accountability.

① oOoooO She is in her room./ I saw him in the street./ It’s difficult to say. / I’ll try to be on time. ② OooooO Bury it in the ground./ Finish it if you can./ Give it to him right now./ Teach you another song.
Unit 7 Advertising

UNIT
Teaching Aim About Phonetics



Listen and Talk
Read and Think Knowledge and Skills Extended Activities
Teaching Aim
Unit 7 Advertising
Listen and Talk
Unit 7 Advertising
• Phonetic Practice
• Oral Practice • Laughing Time
Phonetic Practice
Unit 7 Advertising
Sound Recognition
Task 1
Task 2
Task 3
2）Phrases： A. take advantage of， take one’s place， in short； B. prime time， take action， in a different way 3）Key Words： A. purchase， impact；B. affect
Listening Comprehension

准确性 1）贮存 ） 简洁性
Keep airtight in a dry and cool place. Away from light.
密封避光，置于干燥阴凉处保存 密封避光， 2）禁忌症 ）
It should not be used in patients with known sensitivity to the drug
Objective
Free of sugars, starch, yeast, wax, and preservatives 不含糖，淀粉，发硣剂，脂肪 不含糖，淀粉，发硣剂， 油和防腐剂。 油和防腐剂。 Each soft gel is certified to contain no artificial preservatives, artificial coloring, sugar, starch, yeast or wax. 本品不含任何人工防腐剂，人工 本品不含任何人工防腐剂， 色素，香料， 无糖， 无淀粉， 色素，香料， 无糖， 无淀粉， 无发硣剂和防腐剂。 无发硣剂和防腐剂。
生产单位或经销单位的名称，地址，邮编， 生产单位或经销单位的名称，地址，邮编，电 传真， 话，传真，电子邮件等便于客户联系的有关信 息资料。 息资料。
产品的附近清单，电路图，用户反馈意见， 产品的附近清单，电路图，用户反馈意见，保修 维修记录卡， 卡，维修记录卡，维修点一览表等与产品使用及 保养维修相关资料。 保养维修相关资料。
过去分词+名词 过去分词 名词
（说明维修或操作程序及说明有关技术要求） 说明维修或操作程序及说明有关技术要求
All cable shall be type SEOW-A or better SEOWand U.L. listed for the intended submersible service.

中国一绝，天然椰子汁。（椰树 椰汁）
World’s pioneer, China’s top juice 难以让西方人信服本广告夸下的如此海口。 Natural Coco Juice: a world special. You enjoy beyond all your words. 这一译法抓住了广告产品的核心特点“天然、特 别”，故能够吸引消费者购买。
但是，由于广告的设计与翻译关系到企业的声誉、 企业的形象和企业的经济收入，无论是广告词设计 还是广告翻译切不可随意而为，而必须深思熟虑。 美国广告经营者戴维克•奥格尔维如是说： The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. 消费者不是傻瓜；她是你的妻子。如果你认为仅凭 几句口号，几个干巴巴的形容词就能诱使她掏腰包 购买任何东西的话，那么你就亵渎了她的智慧。
衣食住行，有龙则灵。（建设银行龙卡） Your everyday life is very busy, Our Long Card can make it easy. 一方面让读者产生丰富的互文性联想，可是在 译语中难以重现其深刻内涵；另一方面，“龙” 本身具有的象征意义在中西文化中大相径庭。 “龙卡”翻译成“Long Card”，而且将“Long” 斜体，恰到好处，符合读者的接受心理，可以 收到预期的广告效果。
团结湖北京烤鸭店为全聚德挂炉烤鸭。为保 证宾客品尝精美风味，全部现吃现烤。精选 北京白鸭，以果木挂炉烧烤，只需40分钟就 能品尝到为您特别烤制的色泽枣红、香酥嫩 脆、浓香四溢的正宗烤鸭。

一.广告翻译1.Wearing is believing.百看不如一穿。

2.Different countries. Different languages. Different customs. One level of comfort worldwide.国度不同。

语言不同。

风俗不同。

舒适却全球相同。

3.We've hidden a garden full of vegetables where you'd never expect. In a pie.在您永远意想不到的地方，我们珍藏着满园的蔬菜-----于一个馅饼之中.4.The choice is yours. The honour is ours.选择由你们作出。

荣耀归我们所有。

5.Get the card that gets you the car.拿到信用卡，汽车开回家。

6.Choose a pot like you choose a husband.选择一款锅，有如选丈夫。

7.Everything is extraordinary. Everything tempts.件件超凡脱俗，样样新颖诱人。

8.What can be imagined,can be realized.只要有梦想，万事可成真。

9.We care to provide service above and beyond the call of duty.殷勤有加，风雨无阻。

10.We take no pride and prejudice.傲慢与偏见，均与我们无缘。

11.I'm more satisfied.摩尔香烟，满意无限12.Innovation is Gillette.创新就是吉列。

13.We know eggsactly how to sell eggs.我们肆无忌惮地知道如何卖鸡蛋。

14.Make yourself at home.让您温馨，让您自在。