1、Unit 3,Launching Ceremony,Objectives,After reading this unit, you should understand what notes to take and how to take notes in interpreting. find ways to improve your interpreting skills and performance. master the basic words and expressions about marketing and promotion. know some cultural backgr

2、ound knowledge about marketing and promotion.,Interpreting Skills Note Taking,A key skill that is involved in interpreting and deserves our foremost attention is note taking, as few interpreters can memorize a segment of speech delivered longer than one minute without some loss of information. Note

3、taking is an indispensable（不可或缺的）tool for interpreters in consecutive interpreting and it helps interpreters reproduce the original speech accurately.,an Aid and an Evil,1. An Aid It is easy for an interpreter to speak from their memory when the speaker pauses after every one or two sentences. But i

4、f the speaker keeps speaking for 5 or even 10 minutes without any pauses, the interpreter can hardly expect to remember all the details that are mentioned. This is particularly true in cases where the speaker abruptly refers to a long series of figures or a long list of names. It is obvious that, wi

5、thout the help of notes, one can hardly avoid misinterpreting or leaving out important information. In these cases, note taking does play a decisive role in interpreting.,Nothing but notes can help an interpreter overcome the limitation of human memory. Interpreters take notes for two major purposes

6、. First, notes can aid memory. Some elements in a speech cannot be recalled merely on the basis of memory. Second, notes can represent the structure of a speech. Written notes, even when brief in content, can clearly indicate how ideas are related to or separated from one another, which helps interp

7、reters reproduce the structure and message accurately.,2. An Evil However, for many interpreters, note taking is said to be a necessary evil（必要之惡）. It is regarded as an evil because it calls for a certain amount of distribution of attention and it might interfere in ones listening. The fact that tak

8、ing notes diverts（轉(zhuǎn)移）attention and interferes with listening poses the first obstacle. The second problem is that untrained interpreters are often at a loss what notes should be taken and in which way the notes should be taken. The most essential aspects of consecutive interpreting are the processes

9、 of listening, understanding, analysis and re-expression. If these processes are not well carried out, even the best notes in the world will not produce good interpretation. Therefore, note-taking is not an end in itself, but a means to an end. Notes are meaningless if they do not function well as a

10、ids in the processes of interpreting.,Two Features of Note-taking,1. The Purpose of Note Taking is to Supplement Memory Efficiency. This means that the importance of note taking should not be overemphasized（過(guò)分強(qiáng)調(diào)）. An interpreter must realize from the very beginning that it is memory on the basis of

11、correct comprehension that plays the major role in ensuring accuracy（準(zhǔn)確）in interpreting. So it is absolutely unnecessary and impossible to write down every word. In fact, if an interpreter spends too much time taking notes, he wont be able to have sufficient time to ponder（考慮）over the actual interpr

12、eting. At any time and under any circumstances, an interpreter should focus his attention on listening and comprehension and try to grasp the central ideas.,2. The Notes are Essentially Individual in Character. The ability to note down what is said varies from person to person. Some people may have

13、an exceptionally good memory and remember details; others may be particularly familiar with the subject matter in a particular field. It is therefore not feasible for a beginner to copy mechanically a system of notes used by an experienced interpreter. The notes taken are used immediately and exclus

14、ively（專有地）by the interpreter himself. In other words, notes are not intended for others to read or for the interpreter himself to use when the interpreting is over. The content and symbols noted down vary with individual interpreters. Only practical experience and repeated experiments can show an in

15、terpreter what type of notes will be best suited for him.,What Notes To Take? Interpreters are not able to note down every word he hears. They shall therefore be very clear that what are to be noted down and what are to be kept in mind. Following are some items that are supposed to be noted down.,1.

16、 Key Words and Main Ideas 2. Figures, Proper Names, and Lists 3. Links and Transitional Expressions 4. Beginning and End,How To Take Notes?,1. Take the Notes in Columns 2. Use Abbreviations and Symbols 3. Few Words, More Lines 4.Be Logical and Legible,Symbols and Abbreviations,It can be observed in

17、professional notes that symbols and abbreviations account for a large part of note taking. The advantages of most signs and symbols is the fact that they do not belong to any particular language and can be written in one language and read out in another without much effort, as is the case of numeral

18、s. Moreover, they save time and space.,1. Symbols from the Alphabet Interpreters often borrow symbols from a variety of alphabets（字母表）. English has 26 letters which the interpreter may use to represent different concepts. For example, “y” for “year”, “m” for “month” and “d” for “day”. 2. Punctuation

19、s marks Punctuation marks（標(biāo)點(diǎn)符號(hào)）are also handy in note taking. For example, the colon “:” may be used to indicate “say, speak, tell, declare”; a question mark (?) indicates “question, doubt or ask”; an exclamation mark (!) indicates something important or things that should be paid attention to; the

20、full stop “.” May be used to indicate “viewpoint, opinion, idea”. This symbol can also express different time concepts. When placed before or after a particular time word, it may indicate “l(fā)ast” or “next”. For example, “l(fā)ast year” can be written as “.y”; “next year” as “y.”.,3. Mathematical symbols

21、Mathematical symbols（數(shù)學(xué)符號(hào)）are ideal signs of brevity（簡(jiǎn)短）, legibility（易讀）and precision（精確）. For example, a plus sign (+) means “increase”, “furthermore”, “in addition to”, “with” and “something positive”; a minus sign (-) means “decrease” and something negative; (x) may stand for “incorrect”, “wrong”

22、 and “bad”; “” may stand for “ correct”, “good” “agree” or “support”; “=” means “equal” and “the same as”; “” may stand for “greater”, “more than” “surpass” and “superior to”; “” may stand for “smaller than, less than, interior to”; “” means “because”, “owing to” and thanks to”; “” means “as a resul

23、t”, “therefore” and “consequently”. 4. The arrow Arrows could be the most valuable symbols in note-taking. They can represent quite a lot of meanings. For example, an arrow pointing to the right (“”) refers to “sending to”, “l(fā)eading to” and “exporting to”; when the arrow points to the left (“”), it

24、may indicate “coming from”, “receiving from” and “importing from”; an upward arrow (“”) means “increase”, “develop”, “upgrade” and “promote”; a downward arrow (“”) means “decrease”, “diminish” and “deteriorate”.,5. Abbreviations It is always advisable to apply widely used abbreviations（縮寫(xiě)）such as “P

25、rof.” for “Professor”, and “dept” for “department”. The abbreviations of institutions and organizations are also handy in note-taking, such as WTO for World Trade Organization, APEC for Asia Pacific Economic Cooperation, UNESCO for “the United Nations Educational, Scientific and Cultural Organizatio

26、n”, ICU for Intensive Care Unit and so on.,Cases Study,Following are two examples of note taking based on the source texts. As can be seen, the author does not note down every word of the source texts and he just keeps the key words and the transitional expressions like “1st” and “if”. In addition,

27、the notes are taken vertically. Both English and Chinese are used. The author also resorts to many abbreviations and symbols when taking the notes, such as “L and “?” for “問(wèn)題”, “” for “because”, “”for “l(fā)eading to” etc.,女士們，先生們：下午好! 非常高興能在整個(gè)旅程中陪伴各位。首先，我簡(jiǎn)單介紹一下我們這次商務(wù)旅行的日程安排：第一天上午我們參觀深圳市經(jīng)濟(jì)技術(shù)開(kāi)發(fā)區(qū)并舉行座談，下午參

28、觀中國(guó)硅谷深圳科技園，然后舉行商務(wù)洽談；第二天上午邀請(qǐng)深圳市有關(guān)領(lǐng)導(dǎo)介紹深圳市招商引資和投資環(huán)境等情況；下午是專業(yè)考察，我們將參觀深圳知名企業(yè)華為和康佳集團(tuán)。第三天全部是游覽活動(dòng)，世界之窗和錦繡中華是一定要去的。 第四天，我們利用一天的時(shí)間與當(dāng)?shù)仄髽I(yè)家進(jìn)行專業(yè)座談，最后是粵菜風(fēng)味的晚宴。 如果大家現(xiàn)在或在旅行中有什么問(wèn)題請(qǐng)隨時(shí)向我提出來(lái)。我非常樂(lè)意為大家效勞。謝謝！,Ladies and gentlemen, Good morning! I am extraordinarily happy to have witnessed this signing ceremony today becaus

29、e it symbolizes, for me, exactly the type of cooperation that we need and that is a cooperative endeavor which will bring in more investment and lead to more cooperation. Our vision is to make Shenzhen a leading digital city in the globally connected world in the 21st century. The establishment of S

30、WTC will be an important step towards achieving that.,Practice1,New Product Introduction refers to the complete business process of introducing new products to market./ It spans the entire product life-cycle from initial identification of market/technology opportunity, conception, design and develop

31、ment through to production, market launch, support, enhancement and retirement. / As such, NPI is one of the forms of innovation, namely product innovation. A number of alternative terms are used to describe the NPI Process, such as New Product Development or NPD Process, Innovation Process or Produ

32、ct Creation Process./,The exact meaning of the terms will vary from company to company. Historically, the NPI process has been characterized by functional division, notably between Marketing, Engineering (or R Two upgraded Fiesta: Fiesta handcar Comfortable and Fiesta Automatic Luxury; and Two upgra

33、ded Mondeos: Mondeo flagship with moderate decoration, Mondeo Respectable Elite.,We are confident that the six new products are an important step of innovation and making constant progress based on the original types. With the new ones, we will offer our customer high quality driving pleasure, roomy

34、 and gorgeous inner design as well as upgraded standard facilities and system./,Secondly, taking this opportunity we would like to introduce you “Ford AualityCare”. This is Fords global standard service system which ensures excellent service for our customers at our distributors. “Ford QualityCare”

35、provides: best service, most professional staffs and world highest standard service system and equipments./ Thirdly, we have made fast and effective decisions about market. The price of most spare parts and accessories has reduced by 10% to 35%. In this way, we reduce the customers cost to a large e

36、xtend.,At Changan Ford, to provide our customers with the world class value is our priority. Such values lie in the automobiles that the customers purchase and the after-sales service that they are going to receive. Such belief encourages every member of Changan Ford to work hard and do the best. Fo

37、r us, 2005 will be a year of brand-new record. We will work whole-heartedly. Based on the success of 2004, more choices, better products and services will be offered. I want to thank everyone presenting today for your enduring support.,Passage 2,Parners, Friends from media, Good afternoon! This morn

38、ing we gatherd together to celebrate the inauguration of Lenovo Cell Phone Industrial Park, and now I am very delighted to share with you the feast of “Pintty Trend Lenovo Cell Phone.” On behalf of Lenovo Mobile, I want to send my sincere appreciation to all the guests, partners and friends from med

39、ia for joining us.,Unremitting innovation and constant breakthrough are the driving force for Lenovo to make progress. Depending on self-innovation and the accurate understanding of customers experience, in financial year 2006, Lenovo cell phone again had excellent performance and robust growth. In

40、Q1 financial report which was released recently, sales of our cell phone increased by almost double (97%), realizing a profit of RMB 68 million. The overall market rank continues to be the fourth.,Observing the market trend of “stylish, young, entertaining”, and based on our competitiveness, we put

41、forward “Pintty Trend” product strategy. What is “Pintty Trend”? The former part of the word “Pin” represents pink, indicating various colors. The latter part “tty” comes from “pretty” with “pink”(pronounced as “Fen”) and “Pretty” (Pronounced as “Hen”) sound similar. Therefore, in Internet language,

42、 young people with strong personality would like to replace “pretty” with “Pink” for fun. For Lenovo cell phone, the strategy of “Pintty Trend” is designed to satisfy the demand of young users, and even some business and economic customers and while drawing reference of new styles and new fashion. I

43、n this way, we expect to expand our customer coverage and serve different kind of customers.,“Pintty Trend” shows the unique feature of Lenovo cell phones which is user-friendly. They are colorful, trendy and easy to operate. It has a friendly interface. All of these are special features of our cell

44、 phone. The ten new products which are about to be launched are the best interpretation of “Pintty Trend” strategy. In the future, we will build “Pintty Trend” though innovative design and improving entertaining functions. At the same time, we are going to improve the understanding of “Pintty Trend”

45、 by young and fashionable marketing.,As for design, “Pintty Trend” follows the creative syle of being young and fashionable. The youth-fovored and trendy color and shape are no longer the special design for recreational cell phones but will also appear on our business cell phones. PDA i807, for exam

46、ple, which is going to be launched today can have its shell changed. Pink, bright blue and other bright colors will be the coat of i807. The formal business cell phone will become full of vitality.,“Pintty Trend” products not only have innovative appearance, but also are increasingly oriented to rec

47、reational functions. It has advanced technology, enterntainment functions and personality all on itself. Lets take i807 as an example again. It has two input modes, namely writing and virtual keyboard which has broken the limit of one hand operation. It also has camera, MP3, MP4, radio and other functiions. Such functions highlight the feature of recreational business cell phone. Mobile technology application and innovation have helped business cell phone better satisfy the entertainment functions of common consumers.,In the future, we