1、Unit 3 Translation of Corporate Promotional Materials/Literature,Hayley Oct. 2011,公司簡介 產(chǎn)品說明書 廣告,Text Type, Funtion and Skopos,公司簡介,Vocative + Informative Who We Are (公司概況) What We Do（主營業(yè)務） How We Do It（業(yè)務流程） Our People（公司員工） Our Clients（主要客戶） Our Culture and Mission（公司宗旨與文化） Prizes We Win (公司獲獎情況) O

2、ur Goal and Commitment（奮斗目標）,產(chǎn)品說明書,Informative + Vocative Unique qualities 產(chǎn)品的性能和特點 Usage 產(chǎn)品的使用方法 Maintenance 產(chǎn)品的保管方法 .,廣告,Text type: Vocative/Operative （宣傳鼓動類/施加影響類） The identification function The information function The persuasion function How advertising works? Awareness Knowledge Liking Prefer

3、ence Conviction Purchase,公司簡介 產(chǎn)品說明書 廣告 p. 98-101,英漢企業(yè)宣傳資料的差異及翻譯原則,套用英語習見結(jié)構(gòu) 陳述句： Things go better with Coca-Cola. 暢飲可口可樂，保您萬事如意。 Motorola Wings 摩托羅拉， 飛越無限 祈使句： Just do it!（Nike耐克運動鞋） 想做就做！,Using the Conventional Strucure in the TL,套用英語習見結(jié)構(gòu) 疑問句： How can something so small be so smart? 體積雖小，功效驚人 名詞短語：

4、Ideas for life（Panasonic日本松下電視） 實現(xiàn)你的夢想 Human Technology（Nokia諾基亞移動通訊） 科技以人為本,Using the Conventional Strucure in the TL,套用英語習見結(jié)構(gòu) 形容詞短語： Easy In and Easy Out swivel cushion（汽車駕駛員坐墊） 旋轉(zhuǎn)坐墊，進出自如 Too Good To Eat Just One（LAYS 樂事薯片） 吃了還想吃 介詞短語： In Touch with Tomorrow（Toshiba東芝電器） 溝通未來 超越時空,Using the Conven

5、tional Strucure in the TL,綠色好心情 Feel it now. （祈使句） 一生相伴 Its for a lifetime（陳述句） 肌膚嬌好，年年歲歲 Better skin year after year （名詞短語） 沒有最好，只有更好 To make the best even better （不定式短語）,套用英語習見結(jié)構(gòu) (Application),修辭手段在英文廣告中的應用 雙關(guān)pun Im More satisfied. “莫爾”香煙，我更滿意。 夸張hyperbole Theres no place like Spiegel. Theres no p

6、lace like home to shop. 斯匹克天下無雙! 到斯匹克購物賓至如歸! Enjoy the flavour of the worlds NO.1. 請君享受世界一流的味道。,Use of Rhetorical Devices,修辭手段在英文廣告中的應用 隱喻metaphor EAR FOODGive a listen to Sanyos newest CD players. Theyre moveable feasts for music-hungry ears. 耳朵的美餐 可移動的新一代三洋CD機，飽您耳福的音樂美餐。 排比parallelism The CORDIA:

7、Shaped by the wind; born for the road. 戈迪亞牌汽車：應路而生，風雨造就!,Use of Rhetorical Devices,修辭手段在英文廣告中的應用 頭韻aliteration Choosy mothers choose Jiff. 挑剔的母親專愛挑吉弗牌花生醬 尾韻rhyme Compact impact 體積雖小，頗具功效 仿擬parody A Mars a day keeps you work, rest and play. 一天一塊馬爾斯巧克力，令你精力充沛、生活愉悅。,Use of Rhetorical Devices,修辭手段在英文廣告中

8、的應用 重復repetition Home away from home. 雖不是家勝似家。 Cleans your breath while it cleans your teeth. 潔齒清氣,Use of Rhetorical Devices,仿擬 隨身攜帶，有備無患 隨身攜帶，有驚無險。（速效救心丸） A heart reliever in need is a heart reliever indeed. 夸張 喝一杯即飲檸檬茶令你怡神醒腦！ For refreshment? All you need is a glass of Instant Lemon Tea!,修辭手段在英文廣告

9、中的應用,明喻 輕柔綿軟，呵護體貼（內(nèi)衣廣告） Light as a breeze and soft as a cloud 隱喻 清除皺紋，馬到成功。（化妝品廣告） A proven challenge to wrinkles 排比 當代經(jīng)典，永久計時 A contemporary classic. A timeless timepiece. 擬人 一冊在手，縱覽全球（環(huán)球雜志） The Globe brings you the world in a single copy.,修辭手段在英文廣告中的應用,雙關(guān) 安波電器，能夠成為一流 ABLE TO BE THE BEST 尾韻 衣食住行，有龍

10、則靈。（龍卡廣告） With a Long Card, your life will not be so hard. 默默無聞的奉獻 （蚊香片廣告） Mosquito-repellent incense, repelling mosquitos in silence. 要想皮膚好，天天用大寶。 Apllying Dabao day morning and night makes your skincare a real delight. Want fair skin? All you need is Dabao.,修辭手段在英文廣告中的應用,雙關(guān) Puns Spoil yourself and

11、 not your figure. (Dietice cream) 吃得盡興，無損體型 Better late than the late. （宣傳安全駕駛的公益廣告） ？ Ask for More. 再來一支，還吸“摩爾”。 Make your every hello a real good-buy. （話機廣告） ？,In-class exercises,夸張 Hyperbole Calvin Klein. Or nothing at all. (CK T shirt) 要么穿CK，要么就別穿 。 Weve hidden a garden full of vegetables where

12、youd never expect in a pie（美國Bisquick蔬菜什錦餅） ？ Now Sony turns your living room, your car and your backpage into a concert hall. （索尼音響裝置廣告） ？,In-class exercises,明喻 Simile Featherwater, light as a feather. （眼鏡廣告） Featherwater 眼鏡, 輕如鴻毛。 A room for 5 toes. （鞋子廣告） ？ Fly smooth as silk. （泰國航空公司） ？ Today, S

13、akura Bank is a thriving sakura. 如今，櫻花銀行正如一顆茂盛的櫻花樹。,In-class exercises,暗喻 Metaphor Wash the big city out of hair. （洗發(fā)水廣告） 洗去頭發(fā)上大城市的污垢。 EBEL, the architects of time. （手表廣告） EBEL手表，時間的締造者。 Kodak is Olympic color. 柯達就是奧林匹克的色彩。,In-class exercises,排比 Parallelism No business too small, no problem too big.

14、 IBM 廣告 沒有不做的小生意，沒有解決不了的大問題。 “美的”家電，美的全面，美的徹底 Unrivalledquality, unbeatableprices, unreservedservice The auto industry calls it “Luxury” The liquor industry calls it “Premium” The airline industry calls it “First Class” The hotel industry calls it “Five Star” The securities industry calls it “Blue C

15、hip” In the communication industry It is called TIME （時代雜志廣告） 汽車行業(yè)把它稱之為 高檔轎車 制酒工業(yè)把它稱之為 高檔酒 航空工業(yè)把它稱之為 頭等艙 賓館行業(yè)把它稱之為 五星級 保險業(yè)把它稱之為 穩(wěn)健投資 信息行業(yè)它被稱之為時代雜志,In-class exercises,押韻 Rhyming Wonder where the yellow went. （pepsodent牙膏廣告） 黃斑牙到哪里去了？ Ford Trucks. The Best Never Rest. 福特汽車，最好的永不停息. East is east and we

16、st is west. But Browns meat is best. （肉類廣告） ？ Flash. Dash. Classic splash. （飲料廣告） ？ Hi-fi, Hi-fun, Hi-fashion, only for Sony. ? We integrate, you communicate. （三菱重工） 我們集大成，您超越自我。 My goodness! My Guinness! （啤酒廣告） ？,In-class exercises,仿擬 Parody Where there is a way for car there is a Toyota. 有車必有豐田。 W

17、here there is a will, there is a way.有志者，事竟成。 Give me Green World，or give me yesterday. （護膚品廣告） 要么給我綠世界晚霜，要么還我昨日的青春容顏。 Give me liberty,or give me death.不自由，毋寧死。 All roads lead to Holiday Inn. 條條大路通向假日餐館。 All roads lead to Rome.條條道路通羅馬。 Beauty is more than skin deep . 美絕不是膚淺的。 Beauty is but skin deep

18、. 美貌只不過是皮相之物。,In-class exercises,擬人 Personification Flowers by Interflora speak from heart. 艷特總匯的鮮花發(fā)自內(nèi)心的祝福. Born to run. （汽車廣告） 這是一則汽車廣告,作者在這里將鋼鐵制成的汽車人格化,既體現(xiàn)了駕駛者的意氣風發(fā)的姿態(tài),又說明了汽車的本質(zhì)功能行駛的工具. ？,In-class exercises,反襯/對比 Contrast Tides in, dirts out. （汰漬洗衣粉） ？ We refine. You relax. （賓館廣告） 我們服務，您享受。 Only f

19、ine medicinal herbs make fine herbal medicines. 藥材好，藥才好。,In-class exercises,反復 Repetition Take Toshiba, take the world. 擁有東芝，擁有世界。 Deliciously simple. Simply delicious. （快餐 廣告） 美味簡單，簡單美味。 Double delicious. Double your pleasure.（食品廣告） 雙重美味，雙重享受。,In-class exercises,企業(yè)簡介,企業(yè)簡介是企業(yè)對外宣傳的重要窗口。一份好的簡介翻譯有助于企業(yè)尋

20、找國外市場，傳播企業(yè)信息，展示企業(yè)良好形象和產(chǎn)品。同樣，一份誤譯百出的簡介則會大大損害企業(yè)的形象，讓外商懷疑該企業(yè)的正規(guī)性和專業(yè)性，不利于公司產(chǎn)品的銷售。當前國內(nèi)較多企業(yè)簡介的英文譯文存在著不少的問題，如譯文表達不清，長篇大論等。我們有必要研究企業(yè)簡介的漢英翻譯。企業(yè)簡介漢英翻譯需要具體的翻譯原則和方法。企業(yè)簡介的翻譯從專業(yè)術(shù)語開始。術(shù)語翻譯有以下特點：,術(shù)語的專業(yè)化Professional,龍頭企業(yè) a locomotive or flagship or leader 拳頭產(chǎn)品: core product, competitive product (not fist product) 傻瓜相

21、機：a user-friendly camera (not a fools camera) 環(huán)保型產(chǎn)品:environment-friendly product (not environmental product) “專業(yè)生產(chǎn)經(jīng)營”: specialize in, engage in, handle a range of business including 占地面積: cover an area of 年產(chǎn)量: with an annual output 具有自營進出口權(quán): being entitled to self-import and self-export rights “奉行堅持

22、.原則；以.宗旨,在方針指導下 ”: hold / abide by the principles of , adhere to the aims of, follow the tenet, based by the motto of the company, with the enterprise spirit of with the guidance of,術(shù)語的專業(yè)化Professional,經(jīng)批準: approved, appointed, permitted, authorized 集于一體: feature, integrate, combine 外資企業(yè): foreign-fun

23、ded enterprise 合資企業(yè): joint venture 合作企業(yè): cooperative enterprise 獨資企業(yè): wholly foreign-owned enterprise 產(chǎn)品銷往: products have been distributed to,術(shù)語的專業(yè)化Professional,獲得獎項: rank the titles 通過ISO9002質(zhì)量認證: be granted the Certificate of ISO9002 International Quality System 最受歡迎產(chǎn)品獎: be awarded most welcome pr

24、oducts 榮譽企業(yè): honorable enterprise 優(yōu)質(zhì)企業(yè): qualified enterprise 一級企業(yè): class A enterprise 優(yōu)質(zhì)的品質(zhì)和一流的服務: best quality and first-class service,英漢企業(yè)宣傳材料的文體特點對比,英語 用詞簡單 使用抽象名詞 多使用簡單句,漢語 常用描述性很強的詞匯 多使用修辭手法 多用含并列結(jié)構(gòu)的長句,英語（用詞簡單）,Metrostav is one of the thriving leaders among Central European construction compani

25、es, characterized by sustainable growth of production performance and market value, with management levels meeting EU standards Metrostav公司是中歐建筑公司中勢頭迅猛的龍頭企業(yè)，其生產(chǎn)業(yè)績和市值持續(xù)增長，管理水平符合歐盟標準。 Founded in 1837, Procter & Gamble is one of the largest consumer packaged goods companies in the world. 寶潔公司始創(chuàng)于1837年，是

26、世界上最大的快速消費品公司之一。,英語（使用抽象名詞 ）,Reliability, security and customer proximity is included in the philosophy of PostBus Switzerland（瑞士郵政巴士旅游局）. 瑞士郵政巴士旅游局的理念是可靠、安全、親近顧客。 A fortune 100 company with global presence and impact, Motorola had sales of US $35.3 billion in 2005. 摩托羅拉是世界財富百強企業(yè)之一，擁有全球性的業(yè)務和影響力，2005

27、年的銷售額為353億元。,英語（多使用簡單句 ）,Volve, the Swedish automotive, energy and food group, increased its profits by ten point nine percent in the first quarter of the year despite a fall of five percent in group turnover（營業(yè)額）. 瑞典汽車、能源和食品公司集團沃爾沃本年度的總營業(yè)額下降了5%，但其利潤卻提高了10.9%。 With global headquarters in Detroit, GM

28、 manufactures its cars and trucks in 33 countries. 通用汽車的的全球總部坐落在底特律， 迄今在全球33個國家建立了汽車制造業(yè)務。,漢語（常用描述性很強的詞匯）,萃華樓烹制的菜肴選料精細，操作嚴謹，刀法嫻熟，講究火候。成品具有“清、鮮、脆、嫩”的特色，而且“色、香、味、形、養(yǎng)”五質(zhì)具備。 Dishes served at Cuihualou Restaurant require fine materials, meticulous cooking, adept skills and strict cooking time. All of dish

29、es are pleasant to your eye, your tongue and above all, your health. 我公司經(jīng)營的品種中有舉世聞名的貝雕工藝品；色彩艷麗、種類繁多的人造花卉；令人愛不釋手的小工藝品；體態(tài)生動活潑的各式玩具；款式新穎、穿著舒適的各種工藝鞋；稀有名貴的鉆石珠寶；技藝精湛、巧奪天工的玉石雕刻；格調(diào)高雅的抽紗工藝品與50余類其它商品。 Our products include shell carvings, colorful artificial flowers, small artcrafts, lifelike toys, fashionable

30、 and comfortable shoes, rare jewelry, meticulous jade carvings and sophisticated drawnwork as well as over 50 other varieties of goods.,漢語（多使用修辭手法）,一座現(xiàn)代化的鋼鐵聯(lián)合企業(yè)屹立在東海之濱。 A modern integrated iron & steel complex is located on the shores of the East China Sea. 誕生于上世紀末的虎豹集團，信守孜孜以求、永不言退的發(fā)展理念，在市場經(jīng)濟的大潮中，任憑

31、濁浪排空，驚濤拍岸，獨有勝似閑庭信步的自信，處變不驚，運籌帷幄。盡握無限商機于掌間，漸顯王者之氣于天地。 Founded in the late 20th century, the Hubao Group has its philosophy of seizing business opportunities and achieving its brilliance in the ever-changing and competitive market.,漢語（多用含并列結(jié)構(gòu)的長句）,飯店主樓12層，擁有客房659間（套），客房具有國際標準，裝有自動調(diào)節(jié)室溫的中央空調(diào)、能接收國際衛(wèi)星節(jié)目的彩色

32、電視系統(tǒng)、國際國內(nèi)直長途電話，小酒吧酒水齊備，床位寬闊舒適。 The 12-storey main building of the hotel has 659 rooms (suits) meeting the international standard, equipped with central air conditioning, color TV with satellite programs, IDD and DDD phones, mimi-bars and comfortable beds. 海爾在全球建立了29個制造基地，8個綜合研發(fā)中心，19個海外貿(mào)易公司，全球員工總數(shù)超過5

33、萬人，已發(fā)展成為大規(guī)模的跨國企業(yè)集團，2008年海爾集團實現(xiàn)全球營業(yè)額1，220億元。 The Haier Group has established 29 manufacturing bases, 8 R&D centers and 19 overseas trading companies. The company has turned into a large-scale multinational with over 50,000 employees around the world and a RMB 122 billion global turnover in 2008.,企業(yè)宣傳

34、資料的翻譯原則,英譯漢時，在保存原文信息的同時，可適當增加其美感和渲染程度； 漢譯英時，在保存原作信息的同時，可適當降低其美感和渲染程度。,關(guān)于公司性質(zhì)與定位的常用表達,Haier is the worlds fourth largest white goods manufacturer and the most valuable brand of home appliances in China. 海爾集團是世界第四大白色家電制造商，“海爾”是中國最具價值品牌。 Black & Decker is a global marketer and manufacturer of quality p

35、ower tools, hardware, household appliances, plumbing and building products used in and around homes and for commercial applications. 百得公司是全球性的生產(chǎn)商和營銷商，產(chǎn)品包括高品質(zhì)的電動工具、五金器具、家用電器、管道設施及建筑用品等，百得所生產(chǎn)的產(chǎn)品廣泛運用于家用及商業(yè)領域。,關(guān)于公司創(chuàng)立及歷史的常用表達,The company was founded in 1807, during the Jefferson presidency. In the early

36、years, Wiley was best known for the works of Washington Irving, Edgar Allan Poe, Herman Melville, and other 19th century American literary giants. By the turn of the century, Wiley was established as a leading publisher of scientific and technical information. 威利公司成立于杰斐遜總統(tǒng)任期的1807年。成立初期，公司因出版華盛頓歐文、埃德

37、加艾倫坡、赫爾曼梅爾維爾等19世紀美國文學巨匠的著作而聞名。20世紀之交，威利公司又成為引領科技信息的出版商。,關(guān)于公司業(yè)務范圍及規(guī)模的常用表達,Metcalf, the multinational manufacturer of food products, is based in Liverpool, UK, and operates factories, sales offices and depots in over sixty countries. Its chief products are chocolate snacks, canned fruit and vegetables

38、, ice cream, soups and teas. 梅特卡夫股份有限公司是一家跨國食品制造商，總部位于英國的利物浦，在60多個國家設有工廠、銷售辦事處以及庫房。公司的主要產(chǎn)品有巧克力、水果罐頭和蔬菜、冰淇林、湯料及茶等。,關(guān)于公司管理理念的常用表達,GM takes seriously its responsibility to improve the lives of Chinas citizens by using its resources to contribute to their social welfare, and to build a cleaner, safer an

39、d healthier environment. 通用汽車以提高中國人民的生活為己任，致力于利用資源幫助提高社會福利，并興建更加清潔、安全、健康的環(huán)境。,關(guān)于公司獲獎的常用表達,Kelly Services has been recognized for its quality processes, management practices, supplier diversity, and community involvement with the awarding of Intel Corporations Certified Supplier Quality Award, Johnson

40、s Supplier Diversity Partnership Award, American Red Cross Corporate Citizen Award, Michigan Minority Business Development Councils Corporation of the Year, Fortune Magazines Most Admired Companies list, and Workforce Magazines “80 People, Events& Trends that Shaped HR”. 凱利服務公司在品質(zhì)流程、管理實務、供應商多樣化和參與社區(qū)

41、活動等多方面受到社會的廣泛認可，榮獲英特爾公司授予的“品質(zhì)認證供應商獎”、強生公司授予的“供應商多樣性合作伙伴獎”、美國紅十字會評選的“企業(yè)公民獎”以及密歇根州少數(shù)族裔商業(yè)發(fā)展委員會頒發(fā)的“年度最佳企業(yè)獎”等多種獎項，并榮登財富雜志評選的“最受尊敬企業(yè)”排行榜，以及美國勞動力雜志評選的“影響人力資源的八十大人物、活動及發(fā)展趨勢”之列。,關(guān)于公司規(guī)章制度的常用表達,ACCOUNTS AND RECORD-KEEPING We will continue to observe the most stringent standards in the keeping of our financial records and accounts. Our books and records must reflect all components of transactions, as well as our own standard of insisting upon an honest and forthright presentation of the facts. 賬目和記錄保管 在保管我們的財務記錄和賬目方面，我們將繼續(xù)遵守最嚴格的標準。我們的帳