商务英语翻译教程(第三版)unit7广告翻译
职通商务英语(第三版)综合教程1 Unit 7-1
2 E-banking 4 Financial management 6 Credit card services
Introductory Remarks
The business of banking can be broadly defined as wise management and circulation of all kinds of money in the best interest of every unit of money. Today, a bank is a financial intermediary that offers a wide range of services to meet their customers’ financial needs. Two fundamental banking services are accepting deposits and making loans. Other services include payment services; deposit and lending services; investment, pensions and insurance services and e-banking.
Warming-up Discussion
Before you read, work in pairs and discuss these questions. (1) What do you know about banking services? (2) What role do you think banking plays in our lives?
Banking also includes a great variety of additional products and services that meet customers’ financial needs. A few of these products and services include investment products, pensions and insurance services, and foreign exchange services.
商务英语写作-商务广告英语翻译
商务英语写作商务广告英语翻译商务广告英语的用词特点：1）简明、通俗、易记--- Mosquito Bye Bye Bye 蚊虫杀杀杀--- Start Ahead. 成功之路，从头开始。
2）新奇与创意--- Give a Timex to all, and to all a good time.拥有一块天美时表，享有一段美好时光。
--- Ezyrub3) 强烈的针对性--- Tide’s in. Dirt’s Out.商务广告英语的句法特点：1）使用单词或短语代替整句--- A work of art.--- A world of comfort2) 大量使用简短的简单句、不完整句和省略句--- No caffeine. Virtually no calories. Just a unique, sparklingcitrus taste.3) 大量使用祈使句--- Catch that Pepsi spirit. Drink it in.--- Come to where the flavor is. Come to Marlboro Country.4) 使用各式疑问句--- Are you going gray too early?商务广告英语的修辞特点--- Whatever you’re eating, drink Maeus Rose. Always light, always fresh, always chilled, always right.--- Free hotel! Free meals! Free tra nsfer! For free “stay-on-the-way”in Amsterdam, yo u can rely in KIM.--- Ask for More. / I’m More satisfied.--- Give your hair a touch of spring.--- Fly smooth as silk.--- A Mars a day keeps you work, r est and play.翻译原则：功能对等翻译标准：---促销力---创意---美感---文化的适宜性1 直译Literal Translation （Semantic Translation or For eignization Translation)--- Challenge the Limits.挑战极限。
《商务英语综合教程》 Unit (7)
Barriers to Effective Communication
Many things may interfere with or block communication. Please list six barriers to communication at work according to the following four examples.
《商务英语综合教程》（基础）
Unit 7 Relationships
A. Brainstorming B. Business Knowledge
◆ Additional Reading C. Business Skills D. Business Actions
◆ Additional Reading E. Highlights Vocabulary Suggested Answers
Communication is an important part of our daily life. We express our thoughts and feelings and convey messages by communication. To have a co-operative, positive working environment, communication must be effective and efficient.
Teaching Objectives
• 1. to learn communication concepts; • 2. to learn the basics of relationships; • 3. to learn the basics of communication
《世纪商务英语》翻译讲义Advertisements
《世纪商务英语》翻译讲义AdvertisementsUnit 7 Advertisements1.Adverting is a way of bringing information to the public for the purpose of selling a product, a service, an idea, or an event. The information is transmitted by means of the printed word or even the air. It may be presented as a simple statement of fact, or, as is more frequently the case, it may be offered in colorful or even emotional language. All advertising is intended to stimulate people to do some specific thing, such as buying a product, ordering a service, joining an organization, attending a meeting, or thinking sympathetically about a situation. Each advertising is paid for by a person, a group, an organization, or a business enterprise seeking to advance his or its goals.Consumer advertising can be directed to different parts of a market. For example, producers advertise through magazines and radio and television programs that appeal to the portion of the market they wish to reach. A cereal manufacturer would schedule commercials for television cartoon shows in order to make children aware of a product. A tire maker would use air ads during sporting events to appeal to the adult male audience.Trade advertising is aimed at middlemen of all kinds. Trade ads try to persuade wholesalers and retailers to stock specific goods. Industrial advertising is directed to producers of manufactured goods. Agricultural advertising goes to the agricultural producers. Professional advertising is aimed at people such as doctors, teachers and architects, who recommend products but do not purchase them directly./doc/a6dbcee8dd3383c4bb4cd2fa.html nguage features(1)Verbs, adjs, pronouns, coinageNestle Ice Cream: Take time to indulge! Disneyland: The happiest place of earth.KFC：we do chicken right Sony: Hi-fi, Hi-fun, Hi-fashion, only from Sony(2)Sentence Patterns: simple sentences, interrogative sentences (疑问句)& ellipticalsentences（省略句）Calvin Klein: Between love and madness lies obsession.Budweiser: Why ask why? Try Bud dry. Intel: Intel inside. 因特尔在其中(3)Rhetorical devices/ Figures of Speech 修辞:personification(拟⼈)， simile & metaphor(明喻，暗喻)，pun(双关)，alliteration(头韵) ，rhyming(尾韵), hyperbole(夸张)，repetition(反复、重复), antithesis (对偶), irony (反语),parody (仿拟)etcBounty (糖果)：A taste of paradise Fila：Functional…Fashionable…Formidable…Give me taste, not waist. Not all cars are created equal.3. (1) Sea, sun, sand, seclusion– and Spain! You can have all these– at a price that is hard to believe – when you visit the new Calientte Hotel.(2) Run a critical eye over the Swiss Timetable for Europe, and you’ll find it’s a masterpiece of structure and content. Drawing on a map of some 50 cities, it also presents the unique choice of these different perspectives; reasonably priced Economy Class, comfortable Business Class and luxurious First Class, all of which inspired more and more discerning travelers to discover the pleasure of flying Swissair.（3）溪⼝千层饼采⽤传统⼯艺，制作精细，质地松软，清⾹可⼝。
公司介绍英文版
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SECTION 3
Sec 1 Sec 2 Sec 4 Sec 6 Sec 7 Sec 8
II. 企业将简介旳翻译技巧（2）
（2）自1979年成立迄今，成霖以其优质旳产品、良好旳售后服务、实惠旳 价格以及最高旳环境保护原则，迅速成为北美地域水龙头及厨浴配件市场最主 要旳外国供给商。
SECTION 2
Sec 1 Sec 3 Sec 4 Sec 6 Sec 7 Sec 8 返回
I. 试把下列词语译成汉语。
（1） corporation （2） stockholder （3） capital （4） the board of the directors （5） location （6） rank （7） enterprise （8） stated-owned （9） individual-owned （10) collective-owned
Sec 7
Sec 8
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SECTION 3
Sec 1 Sec 2 Sec 4 Sec 6
II. 企业简介旳翻译技巧（4）
译文：Recreation What a better way to dissolve the stresses of the day than enjoying the facilities of our gymnasium, swimming pool, Jacuzzi, sauna & steam bath. 译文没有按照原文旳语序直译，而是采用了更符合英文体现习惯旳宣传 文体，使读者对酒店立即感觉到了犹如文字一样旳优美感受，不可不称之为 佳译。
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SECTION 2
商务英语写作unit 7
Business Situation
You are a sales manager of Shenzhen Dongfang Real Estate(房地产) Co.,Ltd, and you try to produce a leaflet for the new villa—Queen’s Garden Villa.
Unit 7 Leaflet and Advertisement
Learning Objectives By the end of this unit you should be able to have a good command of the form and structure of a leaflet and an advertisement; use Writing Techniques in this unit comfortably in your Business English Writing; practise writing leaflets and advertisements by using words in the miniword lists; acquire the ability to write leaflets and advertisements with the help of dictionaries and the Internet.
Task Two:
After finishing Task one, you are to do a group work—find out the steps for writing a leaflet or an advertisement and the essential parts of it, and then check your findings with your teacher.
商务英语翻译教程(课件+答案)车丽娟贾秀海主编ISBN9787810788915商务翻译课件改进版
商务英语翻译 之 文体与语篇
商 务 合 同 商 品 说 明 书 商 务 信 函
商 标 与 品 牌
商 务 广 告
商 号 与 名 片
词义的选择（Choice of Meaning）
变化中的词义（热身）
（二）根据词性确定词义 （三）根据专业来确定词义 （四）根据词的搭配关系和上下文 来确定词义
（一）根据汉语的表达习惯确定词义
net income net profit net conclusion
净收入 纯利润 最终结论
小数目 1. a low figure 收入低的工人 2. workers on low incomes 3. The simplest way to succeed in business is to buy low and sell high. 生意成功最简单的途径就是贱买贵卖。 4. The value of the pound has fallen to a new low against the dollar. 英镑兑换美元的比值已跌到新的（最）低点。
（四）根据词的搭配关系和上下文来确定词义 1. In case of any request by either party, the party having possession of the desired record may deliver the appropriate records to the requesting party. 2. The price difference should in no case be as big as USD 25 per metric ton. 3. In the case of an order for more than 6 000 pieces, Party B allows a special discount of 6 percent.
Lecture7广告翻译
3.1 Difference Between English and Chinese
1)英语广告语言客观具体，突出信息功能(informative function)；汉语讲究以言感人，偏重呼唤功能(vocative function)；
e.g. Ideas for life. (Panasonic电视) 实现您的梦想
Principle of Advertisement---AIDA:
Attention—Interest—Desire—Action
引起注意 —激发兴趣—刺激需求—采取 行动
Classification According to Advertising Media: Press Advertising Television and Radio Advertising Outdoor and Transport Advertising Window and Point-of-Sale Advertising Exhibition and Trade Fairs Direct Mail Advertising Cinema …
Figure of speech in English ads.
4.1 Homophonic Pun (谐音双关) 4.2 Homographic Pun (语义双关) 4.3 Contrast 4.4 Hyperbole 4.5 Repetition 4.6 Simile 4.7 Metaphor 4.8 Alliteration （头韵） 4.9 End-Rhyme / Consonance (尾韵) 4.10 Parody (仿拟)
All is well that ends well. (cigarette) 烟蒂好，烟就好