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1、,切题、简洁、难忘 Kiss (keep it simple and short) 翻译时，译者必须保留这些语言特点，但如形式和结构的对等会影响功能的对等，那么译者就必须考虑新的形式。为实现广告功能对等，译者还必须是一个广告商标的设计者，在尽量贴近原创意的前提下，对原文的遣词造句、修辞手法进行大胆的再创作。,1、汉语广告英译中语言要直观明快 2、汉语广告英译要注意感情传递 广告英译要立足消费者而不是企业或厂商广告英语译文要突出精神需要，而非生理需要 3、汉语广告翻译要注意文化再现。,Translation of Press Varieties,新闻报刊的翻译,Structure of News
2、 Reports,three parts headline（标题）， lead（导语）， body（正文）, subtitles (副标题）,Functions of each parts,Headline：eye of the news. 新闻要点的提示 Lead： the summary of the news usu. the first paragraph Body：,Body,The general pattern of the body of news report: chronological account Pyramid ( inverted )pyramid 顺时叙述法：按
3、时间顺序排列新闻事实，复杂的报道 金字塔叙述法：将事件按重要性由低到高排列，将最重要的信息放在新闻的末尾，制造阅读悬念。 倒金字塔叙述法：将最重要的信息放在新闻开头部分，调动读者兴趣，短时间了解信息。,汉英新闻文体差异,英语注重新闻的商业性，轰动性(commercial & sensational )。文风简洁晓畅，力戒冗余拖沓。The simpler, the better. 风格：新颖独特，语气随和亲切。 汉语注重新闻的严肃性、客观性 (seriousness & objective)。思维与审美习惯造成不少冗余信息, 堆砌许多修饰成分。 风格：客观冷静，语气严肃庄重。,Style of
4、English journals,I. words A. full of journalistic words stance (stand姿态）glut (oversupply供过于求） boost (increase增加），story (a news item), compromise plan, bar, woo, fake, cut dove, egg, catch, say, acknowledge, admit, concede, add, affirm, allege, agree, analyze, announce, argue, assert, boast, claim, c
5、omplain, challenge,B. Full of new words and rhetorical devices esp. in the titles Looking Back to Look Ahead Soccer Kicks off with Violence C. borrowed words and jargons Spectrum (光谱， various) Trauma (身体创伤 hurt ） Slippage (滑动，下降，moral degeneration ） D. large number of clich (套话） informative source /
6、 well-informed sources Quoted as saying / cited as saying In response to allegation in the New York Times,Sentences 1. the expanded simple sentence (扩展的简单句）言约意丰，简明扼要，思路清楚 2. elliptical sentences (省略句，表述简明) patient loses heart, gets 3rd. 3. active voices used more in narration it is said that, it is
7、reported 4. present tense used more to produce the directness and immediacy 5. frequent use of direct or indirect quotations,送娘进京看升旗 5月11日凌晨5点04分，微曦中的天安门广场上万头攒动，人们在争看升国旗那庄严的一刻。在里三层外三层的人墙后面，一辆蓝色三轮车上躺着一个穿棉衣(cotton-padded)、裹棉被的白发老大娘，正注视着冉冉升起的五星红旗。,送娘进京看升旗 5月11日凌晨5点04分，微曦中的天安门广场上万头攒动，人们在争看升国旗那庄严的一刻。在里三层
8、外三层的人墙后面，一辆蓝色三轮车上躺着一个穿棉衣(cotton-padded)、裹棉被的白发老大娘，正注视着冉冉升起的五星红旗。 It was the 11th of May, in Tiananmen Square. At four minutes past five in the morning, the first rays of the rising sun witnessed thousands of people stretching themselves to see the solemn scene of raising our National flag.,群雄逐鹿的中国电信
9、市场 90年代，中国的电信飞速发展。统计表明，在中国平均每天有3万户城市居民装上了电话。1993年，全年新增电话交换机近1,000万门，相当于一年装出两个香港的电话容量。1994年，全中国市话放号达1,083万号，一些发达国家的电信专家都不敢相信这样的事实，他们还以为是翻译把数字搞错了。因为即使曾创出交换机增容“世界之最”的美国，发展最快时期的市话交换机年新增容量也只有700万门。 从这些数字，我们不难看出，中国将是21世纪全球最大的电话市场。,Chinas telecommunications Market Chinese phone manufacturers struggle to ga
10、in a foothold in their own country CHINAS TELECOMMUNICATIONS have developed rapidly. Statistics show that there are 30,000 city dwellers obtaining a telephone every day in China. In 1993 telephone switching systems increased by about 10 million lines, twice the capacity of HongKong. In 1994, there w
11、ere 10.83 million lines stalled throughout the whole country, and the figure exceeded 12 million in 1995. telecommunications experts in developed countries often think these figures are mistaken the united States added only 7 million lines a year during its greatest period of development.,时事政经词语积累,时
12、事政经词语积累,建设： 社会主义建设 现代化建设 城乡建设 加强国防和军队建设 党风政风建设,construction,socialist construction,modernization drive,urban and rural development,strengthen national defense and build up armed fo,improve the style of work in our party and adm.,Translation of words in political news report,化 经济全球化： 确保领导班子年轻化、知识化、专业
13、化 to ensure that a young, better educated and more professional leadership is maintained 科技成果市场化、产业化 gear scientific and technological achievements to the market commercialize scientific and technological achievements,economic globalization,时事政经词语的准确理解,管：教育、管理、监督、鼓励等 坚持党要管党，从严治党的方针 Adhere to the pri
14、nciple that the Party exercises self-discipline and is strict with its members 坚持党管媒体的原则： adhere to the principle that the Party supervises the work of the mass media 管理宗教事务： guide religious affairs 党管人才： Party supervision over personnel/ human resources work; party takes charge of human resources w
15、ork,注意用词的简练、用词的增减、注意中国特色词语的翻译,由于他们的准备工作做得不好，投诉现象十分普遍 Due to their poor preparation work, the phenomenon of complaint was quite common. 政府已加大了打击非法盗版活动的力度 The government has made greater efforts in cracking down on the illegal pirating activities.,西部大开发：western development 全面提高：to enhance 认真执行：to execute (conscientiously) 正确处理改革发展稳定的关系 (properly handle the relationship between)balance reform, development and stability 目标的轻重缓急，孰先孰后，应仔细研究，认真考虑，反复推敲才是。 Target priority should be very carefully studied.,
