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1、單擊此處編輯母版標(biāo)題樣式,,單擊此處編輯母版文本樣式,,第二級(jí),,第三級(jí),,第四級(jí),,第五級(jí),,,*,第九章,包裝用語、企業(yè)宣傳資料,,與商務(wù)新聞報(bào)道的翻譯,,第一節(jié) 包裝用語的翻譯,,包裝的作用——保護(hù)商品、促銷,,包裝用語——指導(dǎo),裝卸、運(yùn)輸、儲(chǔ)存及銷售過程的注意事項(xiàng),,翻譯不當(dāng)——損毀客戶形象、造成誤解、影響產(chǎn)品安全,,一、外包裝用語,,運(yùn)輸包裝又稱為外包裝，其用語包括：,,運(yùn)輸標(biāo)志（Shipping Mark）,,指示用語（Indicative Mark）,,警示性用語（Warning Mark）,,特點(diǎn)：,,1、多用單詞或短語：,,Inflammable Solid易燃固體,,2、多

2、用祈使句：,,Handle With Care小心輕放,,二、外包裝用語翻譯原則,,1、簡潔醒目,,Not be Stow Below Other Cargo,,正：小心怕壓,,誤：切勿收藏至其他貨物下方,,2、語氣正式,,Keep in a Cool Place,,正：切勿受熱,,誤：存在一個(gè)涼快的地方,,3、沿用慣例,,忌諱別出心裁，要沿用約定俗成的說法。,,三、外包裝用語翻譯技巧,,1、直譯,,多用,祈使句,，翻譯時(shí)多用四字，對(duì)仗工整，視覺美觀，如：,,Hands Off 切勿觸摸,,Keep in Hold 裝于艙內(nèi),,Store Away from Boiler 勿近鍋爐,,Guar

3、d against Damp 切勿受潮,,,2、正話反說,,Keep Dry 切勿受潮,,Keep Upright 切勿倒置,,Keep Flat 切勿傾斜,,,3、轉(zhuǎn)換（英語形容詞轉(zhuǎn)換為漢語名詞）,,Radial 放射品,,Fragile 易碎品,,,,四、內(nèi)包裝用語特點(diǎn)和翻譯原則,,內(nèi)包裝主要闡述商品的,品牌、數(shù)量、規(guī)格、成分等,,翻譯原則：,,1、準(zhǔn)確性：實(shí)事求是，不得隨意刪減,,2、等效性：一般商品要接近大眾，其他專業(yè)器械等特殊商品注意用詞專業(yè)性。,,第二節(jié) 企業(yè)宣傳資料的翻譯,,一、企業(yè)宣傳資料的內(nèi)容（教材128-129）,,1、公司簡介,,2、產(chǎn)品介紹,,3、公司戰(zhàn)略、公司文化和公

4、益事業(yè),,4、企業(yè)標(biāo)語和口號(hào),,二、企業(yè)宣傳資料的句式特點(diǎn),,1、多用被動(dòng)語態(tài),,This commitment is put into practice by considering local legal requirements as a minimum standard.,,該項(xiàng)承諾通過將當(dāng)?shù)胤梢笳J(rèn)作基本標(biāo)準(zhǔn)來得以實(shí)施。,,2、多用名詞、動(dòng)名詞、動(dòng)詞不定式P130例7,,摒棄復(fù)雜句式，簡單句，列舉,,3、多用省略——標(biāo)語口號(hào),,Personal attention. Efficiency. Collaboration. One central office. These aren’

5、t normally words you would use to describe a leading accounting firm, but it’s exactly the kind service we deliver at Clark Nuber.,,私人關(guān)注、效率、合作、集中辦公，這些不是用來描述一家有突出地位的會(huì)計(jì)公司的用詞，而是我們克拉克.紐伯公司的具體服務(wù)性質(zhì)。,,,,,,三、企業(yè)宣傳資料的翻譯技巧,,1、直譯法,,When the war ended, the plants remained in operation. Coca- Cola became the worl

6、d’s symbol of peace. Coke is now familiar world- wide.,,戰(zhàn)爭結(jié)束后，工廠繼續(xù)運(yùn)營?？煽诳蓸烦蔀槭澜绾推降臉?biāo)志?，F(xiàn)在可樂世界聞名,。,,（注意：名稱、地點(diǎn)、人名等音譯；循舊例）,,2、意譯法,,TRAVEL 2 LIVE旅行去體驗(yàn)生活,,TRAVEL 2 RESPECT旅行去崇尚尊敬,,TRAVEL 2 EXPLORE旅行去開拓探索,,TRAVEL 4 PEACE旅行為維護(hù)和平,,,,3、拆譯法,,As the premiere sponsor and exclusive corporate funder of INNOVATION, Si

7、emens received prominent visibility on national television and via a cross- platform campaign that targeted Siemens’s key audiences via advertising, the Internet, national publicity, diverse community outreach partnerships, product licensing and customer events.,,作為INNOVATION的主要發(fā)起人和獨(dú)家公司贊助商，西門子公司成為公眾

8、矚目的焦點(diǎn)。不僅在國家電臺(tái)做了播報(bào)，而且以其主要客戶為對(duì)象，通過廣告、國際互聯(lián)網(wǎng)、國家發(fā)布會(huì)、多家社區(qū)接洽合作、產(chǎn)品授權(quán)以及客戶活動(dòng)等方式舉辦了一個(gè)跨平臺(tái)活動(dòng)。,,,第三節(jié) 商務(wù)新聞報(bào)道的翻譯,,一、商務(wù)新聞報(bào)道的特點(diǎn),,1、標(biāo)題（Headline）,,言簡意賅、風(fēng)趣幽默、清晰醒目,,多用小詞（midget words）、縮略語,,多用對(duì)偶和押韻,,Fewer Death, Lower Debt 死亡減少，債務(wù)減輕,,常用習(xí)語和典故,,Better late than never.晚干勝于不干/亡羊補(bǔ)牢,,,2、導(dǎo)言（Lead）,,Who、what、when、where、why、how,,提綱

9、挈領(lǐng)、,以盡量簡明的方式概括主要事實(shí),,How OPEC’s fear of $5 oil led to $50 oil?,,害怕跌到5美元，OPEC怎樣使油價(jià)漲到了50美元？,,3、本體（Body）,,詞匯：商業(yè)詞匯與數(shù)字，還有新詞,,語法：高度擴(kuò)展的簡單句型，避免從句帶來句式拖沓的現(xiàn)象。,,It seeks to tackle the three concerns— about capital, liquidity and funding — that have erode confidence in the banking system.,,它（該計(jì)劃）致力于解決三個(gè)瓦解銀行體系信心的難

10、題：資本、流通和注資。,,語態(tài)：多用被動(dòng)語態(tài),,時(shí)態(tài)：一般時(shí)和將來時(shí)——新鮮性和時(shí)效性,,,二、商務(wù)新聞報(bào)道的翻譯技巧,,1、直譯,,China is to consider steel, vehicle support programs.,,中國將考慮對(duì)鋼材及車輛的支持計(jì)劃。,,2、意譯,,Between staying and going.,,進(jìn)退維谷,,3、增詞與減詞,,The Man Who Saved His Country, and the world.,,救國者，拯天下,,省略and，增加Saved，,,4、修辭,,High- Speed Escape 亡命天涯,,Can’t k

11、ick the habit 積習(xí)難改,,5、切斷、拆譯、插入和重組,,Seven years on, the ECB enters the New Year in an eerily similar position.,,七年過去了，新年來臨之際，歐洲銀行的處境與當(dāng)初驚人的相似。,,European central bank,,,,,,,6、合譯——短句可以合并翻譯,,The American government frequently accuses China of relying excessively on exports. But David Carbon, an economist

12、 at DBS, a Singaporean bank, suggests that America is starting to look like the pot that called the kettle black.,,美國政府經(jīng)常指責(zé)中國過分依賴出口，但是新加坡星展銀行的一位經(jīng)濟(jì)學(xué)家大衛(wèi).卡蓬稱美國開始有五十步笑百步之嫌。,,第四節(jié) 翻譯技巧——否定句式,,1、全部否定,,No、not、nobody、nothing、no one、none、neither…nor、never,,None of the above price terms is acceptable.,,上述各價(jià)格條件

13、都無法接受。,,2、半否定,,Hardly、scarcely、barely、little、few、seldom,,Seldom seen, soon forgotten.,,日久情疏，少而易忘。,,3、部分否定,,All、both、every (everything, everyone, etc)、all together、always、entirely等總括詞用在否定結(jié)構(gòu)中不是表示全部否定，而是表示部分否定。,,We are not totally immune to the recession.,,經(jīng)濟(jì)衰退對(duì)我們并非完全沒有影響。,,4、雙重否定,,Business intelligenc

14、e cannot exist without knowledge management.,,沒有知識(shí)管理，商業(yè)情報(bào)將不復(fù)存在,。,,,5、否定轉(zhuǎn)移,,表示“認(rèn)為、想”等意思的詞語，如think、believe、suppose、expect、imagine、fancy等動(dòng)詞后，如果賓語從句中出現(xiàn)否定，需要將其否定詞轉(zhuǎn)移到主句中，即主句動(dòng)詞用否定式，賓語從句動(dòng)詞用肯定式。,,I didn’t expect (that) we would reach the deal so easily.,,我原以為會(huì)很難成交。,,含原因狀語從句的復(fù)合句中，否定原因狀語的詞往往轉(zhuǎn)移到主句的動(dòng)詞之前。形式上否定主句動(dòng)

15、詞，意義上卻是否定原因。,,The contract was not canceled for customer service issues.,,該合同被取消，不是出于客戶服務(wù)的問題。,,6、隱性否定,,It seems to us that you ought to have accepted the offer.,,在我們看來，你應(yīng)該接受報(bào)價(jià)（但你們沒接受）。,,二、否定句式的翻譯,1、對(duì)應(yīng)法：,,肯定譯肯定，否定譯否定，雙重否定譯雙重否定。,,2、轉(zhuǎn)移法：否定詞發(fā)生轉(zhuǎn)移。,,3、反譯法：肯定譯否定，否定譯肯定，更自然流暢。,,Due to the economic recession luxury cars don’t sell well.,,出于經(jīng)濟(jì)不景氣，豪華車滯銷。,,4、引申法：用于翻譯原文沒有否定詞的結(jié)構(gòu),,I will see you dead before I accept your term.,,我才不會(huì)接受你的條款呢。,,