商务现场口译译文和练习答案

Unit 6

I.

You are going to hear a short passage about advertising. Listen to the passage carefully and note down what you hear. Pay attention to the structure of your notes. Then interpret your notes in the target language.

Advertising

Advertising reaches people through various forms of mass media. These media include newspapers, magazines, television, radio and posters and hoardings. Advertisers buy space in newspaper and magazines to publish their advertisements. They buy time on television and radio to broadcast their commercials.

One of the many advantages of newspapers is that most adults read a daily newspaper, and many of them specifically check the advertisements for information about products, services, or special sales. Magazines are usually read in a leisurely manner and are often kept for weeks or months before being discarded. One of the main advantages of television to advertisers is that it brings sight, sound and action directly to consumers in their homes. An advantage of advertising on radio is that people can listen to programs while doing other things, like driving their cars or working at home.

II. Phrase Interpreting

Ask the students to interpret the following words and phrases into Chinese or English

respectively with the help of the language bank in the Student's Book.

A

1. Swatch

2. Ericsson

3. Rejoice

4. Seven-up

5. Nokia

6. Honda

7. Philips 8. Olympus 9. Marlboro

10. Lexus

1．斯沃奇。 2．爱立信 3．飘柔

4．七喜 5．诺基亚 6．本田

7．飞利浦 8．奥林巴斯 9．万宝路

10．雷克萨斯

B．

1．消费者广告 2．企业广告 3．地方广告

4．全国广告 5．全球广告 6．印刷广告

7．电子广告 8．户外广告 9．商业广告

10．网络广告

1. consumer advertising

2. business advertising

3. local advertising

4. national advertising

5. global advertising

6. print advertising

7. electronic advertising 8. out-of-home advertising 9. commercial advertising

10. Internet advertising

III. Sentence Interpreting

Put the students into pairs and ask them to do the activity. Have one student read the following sentences and the other interpret them one by one. When the students have finished, ask them to compare their sentences with the reference.

A.

1. Along with China's entry into the WTO and more businesses going international, English advertisement has gradually become a major tool for enterprises to promote exportations and to develop foreign markets.

2. Advertising can incorporate controversial political tones, social tones, partial nudity, etc. to capture the attention of consumers and entice them to make a purchase.

3. V acuum cleaner of this brand is competitive in the international market and it is the best- selling product of the same kind.

4. The computer we produced is characterized by its high quality, compact size, energy saving qualities and is also easy to operate.

5. With the rapid development of world economy, newspapers, magazines and television companies are dependent on advertising for a large part of their income.

1．随着我国加入WTO以及对外经济交往迅速加深与扩大，英语广告已逐渐发展成为企业促进出口销售，开拓海外市场的一个主要手段。

2．广告可以利用有争议的政治话题、社会话题作由头宣传自己，也可以直截了当地推销自己的产品以抓住消费者的注意力，引导他们购买产品或服务。

3．这种牌子的吸尘器在国际市场上颇具竞争力，是同类产品中最畅销的。

4．我们生产的电脑具有品质好，体积小，节省能源的特点，而且易学好用。

5．随着世界经济的发展，报纸，杂志和电视台的大部分收入便取决于广告。

B．

1．如果广告的写作者只是简单地把国内成功的广告翻译成英文，往往不会成功。2．作为中国最重要的汽车展之一，“2006年中国汽车展”将于六月在北京国际展览中心举行。

3．互动电视提供了崭新的视听空间，集娱乐、购物、营销和广告于一体。

4．在英国，电视上广告必须服从严格的规定。

5．我们的产品具备了您所需要的各项特色，而且比日本产品便宜20％，所以我们向您极力推荐。

1. If the advertisers simply translate the successful ads at home into English, it is quite likely that they will not succeed.

2. As one of the most important auto shows in China, China Auto 2006 will be held in June at the China International Exhibition Center, Beijing

3. Interactive TV moves television into an entirely new medium combining entertainment, shopping, marketing and advertising.

4. Advertising on British television is subject to strict regulations.

5. As our product has all the features you need and is 20% cheaper than that of Japanese product, I strongly recommend it to you.

Text A

All ads want you to like the product. Even very informative ads can be delivered in such a way as to have human appeal and interest. For instance, a print ad for a luxury car, if it shows two ear engines side by side, a full cocktail glass on each, one vibrating and one still, then your attention is immediately captured. The copy or the wording, then explains that this is the way the smoothness of a BMW engine is tested before it leaves the factory. The ad is informative, technical and yet has a human touch. Also clients and agencies will try to develop a personality for the brand of their products so that the customer will come to like the personality and feel it's a