商务英语翻译(第4讲).ppt

《商务英语翻译(第4讲).ppt》由会员分享，可在线阅读，更多相关《商务英语翻译(第4讲).ppt（36页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、商务英语翻译教程商务英语翻译教程Business English Translation Course-book 4李晓亮李晓亮Charlie 商标翻译策略中的适宜性商标翻译策略中的适宜性 AdequacyAdequacy译文的预期功能译文的预期功能(supposition)(supposition)直接音译法直接音译法 V.S.直接义译法直接义译法译文的预期读者译文的预期读者(target addresses)直接义译法直接义译法音义兼译音义兼译谐音译法谐音译法 SONY CANON Adidas Christian DiorMotorola Omega Casino GOOD COMPAN

2、ION PLOYBOY CROWN Philips Kodak Konica Best Rich-on DOVE Parker CitizenNescafe Holiday Inn Times Shell Blue Ribbon Beer panda Black Swirl Wind Great WallApollo Phoenix DiamondCoca cola Xerox B&Q Pepsi Gold lion White Elephant Blue Bird Crown Blue Cat 7 upTruly Unilevel Arche Pantene Brandy 英汉广告中隐喻翻译

3、策略英汉广告中隐喻翻译策略Strategies to Metaphor Ads Translation from English into Chinese 隐喻隐喻-隐喻隐喻(metaphor to metaphor)隐喻隐喻-明喻明喻(metaphor to simile)隐喻隐喻-非隐喻非隐喻(metaphor to non-metaphor)隐喻隐喻-隐喻隐喻(metaphor to metaphor)复制源语隐喻复制源语隐喻:In Asias bustling cities，an oasis awaits the trader and traveler 在亚洲喧闹的城市里在亚洲喧闹的城

4、市里,一座绿洲等待着商一座绿洲等待着商人和游客。人和游客。Bread is life 面包就是生活。面包就是生活。(BICE面包面包)隐喻隐喻-隐喻隐喻(metaphor to metaphor)目标语隐喻替代法目标语隐喻替代法:On Wall Street，if you are out to lunch，you are lunch 在华尔街。你出去吃顿午餐，你就在华尔街。你出去吃顿午餐，你就是别人的盘中餐。是别人的盘中餐。隐喻隐喻-明喻明喻(metaphor to simile)Waterford，Light a Crystal Fire.瓦特副水晶玻璃器皿，像一团瓦特副水晶玻璃器皿，像一团

5、透明的火焰。透明的火焰。隐喻隐喻-非隐喻非隐喻(metaphor to non-metaphor)转换源语隐喻转换源语隐喻:Ugly is only skindeep其貌不扬其貌不扬,精彩内涵。精彩内涵。(Volkswagen)隐喻隐喻-非隐喻非隐喻(metaphor to non-metaphor)删除源语隐喻删除源语隐喻:It gives my hair a top quality look.它它(洗发水洗发水)给我一流的秀发。给我一流的秀发。汉语广告英译中修辞手法的应用汉语广告英译中修辞手法的应用Application of Rhetoric CE Translation of Ads

6、重复重复(Repetition)头、尾韵头、尾韵(Alliteration)隐喻隐喻(Metaphor)拟人拟人(Personification)对比对比(Contrast)排比、对偶排比、对偶(Parallel Construction)双关双关(Pun)套用或篡改惯用词句式套用或篡改惯用词句式重复重复(Repetition)洁齿清气。洁齿清气。Cleans your breath while cleans your teeth.随意挑选，保君满意。随意挑选，保君满意。Choose once and choose well.“黑妹黑妹”牙膏，强健牙龈，保护牙齿。牙膏，强健牙龈，保护牙齿。Do

7、nt say:“Show me any other”say:“”Show me Black Sister”.带带“梅花梅花”，准时乐道，准时乐道(手表手表)。Give the watch to all,and to all a good time.头、尾韵头、尾韵(Alliteration)爽口顺喉、和醇耐味、名贵高尚。爽口顺喉、和醇耐味、名贵高尚。Ssensuously smooth,mysteriously mellow,gloriously golden.骑上骑上“金狮金狮”，潇洒轻快。，潇洒轻快。Smart and Swift Riding on Golden Lion.体积虽小，颇具

8、功效。体积虽小，颇具功效。Compact,impact.“茉莉茉莉”香糖，越嚼越香。香糖，越嚼越香。Murry mints,too good to hurry mints.百年老店，领先百年老店，领先20年。年。A hundred years old but still 20 years old.隐喻隐喻(Metaphor)柔软迷人，色泽悦目。柔软迷人，色泽悦目。Soft enchanting,simile coloring.幸福可乐，冷饮之王。幸福可乐，冷饮之王。Taste that beats the other colds.拟人拟人(Personification)“美人美人”鲜花，倾诉

9、衷肠。鲜花，倾诉衷肠。Flower by beauty speaks from the heart.“涤纶涤纶”商标，信誉卓著。商标，信誉卓著。“Terylene”keeps its promises.“牡丹牡丹”香烟，醇味盖冠。香烟，醇味盖冠。“Peony”stands out for taste.对比对比(Contrast)历史悠久的宜兴陶瓷工业推历史悠久的宜兴陶瓷工业推出崭新的种种产品。出崭新的种种产品。The age old Yixing ceramics turns out the newest products.排比、对偶排比、对偶(Parallel Construction)百万

10、买卖，毫厘利润百万买卖，毫厘利润(强调薄利多销强调薄利多销)。A business in millions,a profit in pennies.选择由你，荣誉属我选择由你，荣誉属我(强调产品质量过关强调产品质量过关)。The choice is yours.The honor is ours.方便旅行，到达平安方便旅行，到达平安(强调方便、安全强调方便、安全)。Smooth trip,smooth arrival.双关双关(Pun)Fun牌牛仔服装是生活的必须牌牛仔服装是生活的必须(或乐趣是生活的必须或乐趣是生活的必须)。Fun is must in life.Spoil yourself

11、 and not your figure.(冰激凌冰激凌)套用或篡改惯用词句式套用或篡改惯用词句式 Where there is South,there is a way.Kill three birds with one Yanwu.商务英语中的隐喻的翻译原则商务英语中的隐喻的翻译原则尽量保持隐喻特征尽量保持隐喻特征接通两种语言喻体意象接通两种语言喻体意象最大限度弥补隐喻翻译最大限度弥补隐喻翻译中的意象损失中的意象损失符合汉语表达习惯符合汉语表达习惯尽量保持隐喻特征尽量保持隐喻特征 The trend has been so extensive that it may be undermin

12、ing the entire capital market.接通两种语言喻体意象接通两种语言喻体意象 They are quite successful as a niche specialist.最大限度弥补隐喻翻译最大限度弥补隐喻翻译中的意象损失中的意象损失 Every one knows that John lost his shirt when the business he had invested failed.Re-exports to Kuwait have seesawed from Dh 183 million to 1.161 million and to Dh757 m

13、illion within 3 years.符合汉语表达习惯符合汉语表达习惯 Developing countries,though,suspect that the EU wants to use environmental issues as a back door to protectionism.With the winter coming in,many fashion stores start to sell warm clothes.商务英语翻译中的词类转换商务英语翻译中的词类转换名词的转换名词的转换动词动词转译为汉语名词转译为汉语名词形容词的转译形容词的转译副词的转译副词的转译

14、介词转译为动词介词转译为动词名词的转换名词的转换 The company gained$3 million by the sale of the lot.Considering the small amount of goods shipped we agree to make an exception by accepting the payment by DP The security of buying the products of the world famous business companies was wonderful.This affair was a public re

15、lations disaster for the company名词的转换名词的转换 In reply，we have the pleasure of informing you that the confirmed，irrevocable letter of credit No7634，amounting to$17 000，has been opened this morning through the Commercial Bank，Tokyo.For the time being，therefore，we regret our inability to accept DA terms

16、in all transactions with our buyers abroad动词动词转译为汉语名词转译为汉语名词 The volume of trade has increased tremendously to the advantage of both countries.We thank you for your enquiry about the textiles transmitted by your letter of Feb 8形容词的转译形容词的转译 The bill of lading is to be made out to order and blank endo

17、rsed.The new contract would be good for ten years.We hope that you will take your commercial reputation into account seriously and open the LC at once;otherwise you will be responsible for all the losses arising as a result of your failure to do so形容词的转译形容词的转译 We tender our apologies for not having

18、replied in due time to your letter of March 1.In consideration of the friendly relations between us,we are,as an exceptional case,prepared to accept payment for your trial order on DP basis副词的转译副词的转译 Specialization enables one country to produce some goods more cheaply than another country.The real

19、victory is not over another company but over ones own development.KFCs claims，somewhat improbably，that the recent fears over carcinogenic Sudan dyes have not affected sales in China at a11.介词转译为动词介词转译为动词 There are quantities of this item here,in different weights and sizes，with varied colors and sha

20、pes.The price is very reasonable and the quotations will be given upon request商务英语翻译中的跨文化因素商务英语翻译中的跨文化因素Cross cultural Elements in Translation of Business English动植物因素动植物因素颜色因素颜色因素数字因素数字因素宗教因素宗教因素商务英语翻译中的功能对等商务英语翻译中的功能对等 Functional Equivalence 对外开放取得新进展。对外开放取得新进展。2008年共批准年共批准“三资三资”企业企业220家，全省家，全省“三资

21、三资”企业已达到企业已达到580家。家。New progress has been made in the process of opening to the outside world.In 2008,the province has been approved 220“Three forms of ventures”(Sino foreign joint ventures,cooperative enterprises and wholly foreign funded enterprises),the total number of the“Three forms of ventures”reached 580.商务英语翻译教程商务英语翻译教程谢谢大家！谢谢大家！1李晓亮李晓亮 Charlie 再见再见www.Lzcambridge.Com Thank you!