商务英语翻译 中美合作企业 Sino-US contractual joint venture 独资企业 all foreign owned firm/wholly foreign owned enterprise 广告的翻译 advertisement 广告 commercial 电视广告 message 广播中插播的小广告 slogan 广告的标志性语言 (一)、英语广告的语言特点及其翻译 1.词汇特点 (1)错拼 Drinka pinta Milka Day. Drink a pint of Milk a Day 一天请喝一品脱牛奶。 We know eggsactly how to sell eggs. 我们确实知道如何卖蛋。 (2)杜撰新词 When your taste grows up,Winston out-tastes them all 随着你的鉴赏能力的提高，您会觉得温丝顿香烟味道超群。 Give a Timex to all,to all a good Time. 给诸君一块“天美时”表，各位就掌握了好时光。 (3)词语搭配反常 When it is difficult to communicate clearly with words,speak Polaroid.When you talk about life,speak Polaroid. 言词难以清楚交流时，找“拍立得”吧！谈论生活时，找“拍立得”吧！ In the best circles,washing machine is pronounced Parnall. 在上层社会里，“洗衣机”念作“帕纳尔”。 2.句法特点 (1)句式简短 Ad Agency:How about a beautiful shot of beer being poured? Client:Every beer does that. Ad Agency:Well then,a close-up of the bottle. Client:Every beer does that. Ad Agency:We cloud go with a celebrity. Client:Join the line. Ad Agency:How about your chairman as a spokesperson? Client:Cars,airlines,razors,etc. Ad Agency:A shot of grain fields Client:Boring. Ad Agency:Music? Client:It's a magazine ad. Ad Agency:Girls in bikinis? 1
商务英语翻译 11 中美合作企业 Sino-US contractual joint venture 独资企业 all foreign owned firm / wholly foreign owned enterprise 广告的翻译 advertisement 广告 commercial 电视广告 message 广播中插播的小广告 slogan 广告的标志性语言 （一）、英语广告的语言特点及其翻译 1．词汇特点 （1）错拼 Drinka pinta Milka Day. Drink a pint of Milk a Day. 一天请喝一品脱牛奶。 We know eggsactly how to sell eggs. 我们确实知道如何卖蛋。 （2）杜撰新词 When your taste grows up, Winston out-tastes them all. 随着你的鉴赏能力的提高，您会觉得温丝顿香烟味道超群。 Give a Timex to all, to all a good Time. 给诸君一块“天美时”表，各位就掌握了好时光。 （3）词语搭配反常 When it is difficult to communicate clearly with words, speak Polaroid .When you talk about life, speak Polaroid. 言词难以清楚交流时，找“拍立得”吧！谈论生活时，找“拍立得”吧！ In the best circles, washing machine is pronounced Parnall. 在上层社会里，“洗衣机”念作“帕纳尔”。 2．句法特点 （1）句式简短 Ad Agency: How about a beautiful shot of beer being poured? Client: Every beer does that. Ad Agency: Well then, a close-up of the bottle. Client: Every beer does that. Ad Agency: We cloud go with a celebrity. Client: Join the line. Ad Agency: How about your chairman as a spokesperson? Client: Cars, airlines, razors, etc. Ad Agency: A shot of grain fields. Client: Boring. Ad Agency: Music? Client: It's a magazine ad. Ad Agency: Girls in bikinis?
商务英语翻译 Client:That's original. Ad Agency:Maybe we need more time. Heineken Just being the best is enough 一杯美丽的正在倾倒的啤酒图像怎么样？ 所有啤酒广告都那么做。 那么，来个啤酒瓶的特写吧。 所有啤酒广告都那么做。 找个名人。 老俗套。 你们的老总做发言人？ 车、航空公司、剃刀都这么样。 啤酒花田的图像。 无聊。 来点儿音乐？ 这可是杂志广告。 穿比基尼的少女？ 真够有创意的。 也许我们需要更多时间。 Heineken. 至优啤酒足以说明一切。 Pity the Pickpockets! Tilley Endurables."The best travel and adventure clothing in the world":classically styled,long- lasting,comfortable clothes with secret pockets,security pockets,and "give'em hell!"washing instructions. The(free to you!)68-page catalogue is a hoot! 扒手可怜！ Tilley Endurables衫。“世界上最好的旅游、探险衫”：式样古朴大方，耐穿，舒适，附有 秘密口袋、安全口袋及极易清洗。 免费赠送68页的商品目录。 (2)多用疑问句和祈使句 Fluent in French? An excellent communicator? A good organizer? Then develop your career within this sales support role. 法语说得流利吗？ 非常善于交际吗？ 是个优秀的组织者吗？ 如果是的话，那么就请到我们这个销售支持领域拓展您的事业吧！ If you are looking for lifelike sound from small,beautiful and durable speakers,listen to our Bose speakers,and begin to live your life to music. 如果您正在寻找一台漂亮又耐用的音响逼真的小型扬声器，那就听一听我们的“博士” 扬声器，让您的生活伴着音乐开始吧！ 12
商务英语翻译 12 Client: That's original. Ad Agency: Maybe we need more time. Heineken Just being the best is enough. —— 一杯美丽的正在倾倒的啤酒图像怎么样？ —— 所有啤酒广告都那么做。 —— 那么，来个啤酒瓶的特写吧。 —— 所有啤酒广告都那么做。 —— 找个名人。 —— 老俗套。 —— 你们的老总做发言人？ —— 车、航空公司、剃刀都这么样。 —— 啤酒花田的图像。 —— 无聊。 —— 来点儿音乐？ —— 这可是杂志广告。 —— 穿比基尼的少女？ —— 真够有创意的。 —— 也许我们需要更多时间。 —— Heineken. 至优啤酒足以说明一切。 Pity the Pickpockets! Tilley Endurables. "The best travel and adventure clothing in the world": classically styled, longlasting, comfortable clothes with secret pockets, security pockets, and "give' em hell！" washing instructions. The (free to you!) 68-page catalogue is a hoot! 扒手可怜！ Tilley Endurables 衫。“世界上最好的旅游、探险衫”：式样古朴大方，耐穿，舒适，附有 秘密口袋、安全口袋及极易清洗。 免费赠送 68 页的商品目录。 （2）多用疑问句和祈使句 Fluent in French? An excellent communicator? A good organizer? Then develop your career within this sales support role. 法语说得流利吗？ 非常善于交际吗？ 是个优秀的组织者吗？ 如果是的话，那么就请到我们这个销售支持领域拓展您的事业吧！ If you are looking for lifelike sound from small, beautiful and durable speakers, listen to our Bose speakers, and begin to live your life to music. 如果您正在寻找一台漂亮又耐用的音响逼真的小型扬声器，那就听一听我们的“博士” 扬声器，让您的生活伴着音乐开始吧！
商务英语翻译 （二)人、修辞手法： 一、明喻 Featherwater:light as a feather Featherwater眼镜一一轻如鸿毛 Today,Sakura Bank is like a thriving sakura. 如今，樱花银行就如一棵怒放的樱花树。 二、暗喻 EBEL the architects of time “依贝尔”手表一一时间的缔造者 三、双关 MAKE TIME FOR TIME 抽出时间读《时代》 I'm More satisfied! 摩尔牌香烟使我更加满意 四、排比 I WANTTHE BODY OF A GREEK GOD I want to work out in a huge fitness center. I want to stay in the heart of the Central Business District. I want a room with a view of three countries. EVERYTHING I WANT IS AT THE WORLD'S TALLEST HOTEL. THE WESTIN STAMFORD&WESTIN PLAZA 我想有希腊之神的身躯 我想在巨大的健身房锻炼 我想住在中央商务区 我想入住能跳望三个国家的房间 我最想住在世界上最高的宾馆里 No problem too large.No business too small. 译文： 没有解决不了的大问题，没有不做的小生意。 五、拟人 Unlike me,my Rolex never needs a rest. 不像我，我的劳力士从不休息。 Don't cry.We'll repair it. We're handbag specialists.Whenever it hurts we'll heal it. And we'll guarantee the repair for nine months.If you wish,send us your bag and we'll heal it. 别哭，我们会来修理。 我们是手提包行家。不管它什么时候受了伤，我们会将它治愈。 九个月保修期。愿意的话，把包给我们，保证修好。 13
商务英语翻译 13 （二）、修辞手法： 一、明喻 Featherwater: light as a feather Featherwater 眼镜——轻如鸿毛 Today, Sakura Bank is like a thriving sakura. 如今，樱花银行就如一棵怒放的樱花树。 二、暗喻 EBEL the architects of time “依贝尔”手表——时间的缔造者 三、双关 MAKE TIME FOR TIME 抽出时间读《时代》 I'm More satisfied! 摩尔牌香烟使我更加满意 四、排比 I WANT THE BODY OF A GREEK GOD I want to work out in a huge fitness center. I want to stay in the heart of the Central Business District. I want a room with a view of three countries. EVERYTHING I WANT IS AT THE WORLD'S TALLEST HOTEL. THE WESTIN STAMFORD & WESTIN PLAZA 我想有希腊之神的身躯 我想在巨大的健身房锻炼 我想住在中央商务区 我想入住能眺望三个国家的房间 我最想住在世界上最高的宾馆里 No problem too large. No business too small. 译文： 没有解决不了的大问题，没有不做的小生意。 五、拟人 Unlike me, my Rolex never needs a rest. 不像我，我的劳力士从不休息。 Don't cry. We'll repair it. We're handbag specialists. Whenever it hurts we'll heal it. And we'll guarantee the repair for nine months. If you wish, send us your bag and we'll heal it. 别哭，我们会来修理。 我们是手提包行家。不管它什么时候受了伤，我们会将它治愈。 九个月保修期。愿意的话，把包给我们，保证修好
商务英语翻译 六、押韵 Sea,sun,sand,seclusion-and Spain! 大海、太阳、沙滩、幽静一一西班牙！ 只要您住进新旅馆“客恋塔”，您就能享受这一切！ Sweet,Smart Sassy 蜜、美、迷 A Mars a day keeps you work,rest and play. 一日一块mars巧克力，令您生活愉悦、精力充沛。 七、夸张 Making a big world smaller. 我们把世界变小了 We've hidden a garden full of vegetables where you'd never expect.In a pie. 在您意想不到的地方，我们珍藏了满园的蔬菜一一就是在那个小小的馅饼里。 八、对偶 The choice is yours The honour is ours 选择在你们， 荣耀在我们。 广告练习（英） 1.Grab Life By The Horns-Dodge 2.A world of comfort.-Japan Airline 3.Why is there a tiny little frown on this tiny little face?Perhaps I should turn off the lights. Is he feeling cold?Let me cover his little hands.Maybe he wants teddy beside him?What's with that tiny frown?Wait a minute.What tiny frown?Little details matter to us.Because they matter to you.Malaysia Airlines 4.Quality never goes out of style-Levi's 5.You'll go nuts for the nuts you get in Nux. 6.When the wind bites.and you feel like a bite.then bite on a Whole Nut. 7.Coke refreshes you like no other can. 8.With so many carrots,I'll be a real gem! 9.Tide's In.Dirt's Out 10.Slow cooked taste for your fast paced world
商务英语翻译 14 六、押韵 Sea, sun, sand, seclusion—and Spain! 大海、太阳、沙滩、幽静——西班牙！ 只要您住进新旅馆“客恋塔”，您就能享受这一切！ Sweet, Smart & Sassy 蜜、美、迷 A Mars a day keeps you work, rest and play. 一日一块 mars 巧克力，令您生活愉悦、精力充沛。 七、夸张 Making a big world smaller. 我们把世界变小了 We've hidden a garden full of vegetables where you'd never expect. In a pie. 在您意想不到的地方，我们珍藏了满园的蔬菜——就是在那个小小的馅饼里。 八、对偶 The choice is yours The honour is ours 选择在你们， 荣耀在我们。 广告练习（英） 1. Grab Life By The Horns-Dodge 2. A world of comfort. -Japan Airline 3. Why is there a tiny little frown on this tiny little face? Perhaps I should turn off the lights. Is he feeling cold? Let me cover his little hands. Maybe he wants teddy beside him? What's with that tiny frown? Wait a minute. What tiny frown? Little details matter to us. Because they matter to you. Malaysia Airlines 4. Quality never goes out of style-Levi's 5. You'll go nuts for the nuts you get in Nux. 6. When the wind bites . and you feel like a bite . then bite on a Whole Nut . 7. Coke refreshes you like no other can. 8. With so many carrots, I'll be a real gem! 9. Tide's In. Dirt's Out 10. Slow cooked taste for your fast paced world
商务英语翻译 11.If people keep telling you to quit smoking cigarettes,don't listen.they're probably trying to trick you into living. 12.Do something for nothing and you'll get everything. 不计回报的付出将会给你带来一切。 商务信函的翻译 一，特征、语气委婉、礼貌 Dear Sirs, Subject:Acrylic Sweaters Thank you for your letter of July 5,2001,offering us US $L.22,M.21,S.19 per dozen C.I.F.C 5%New York. In reply,we very much regret to say that we find your price rather high and out of line with prevailing market level. Such being the case,it is impossible for us to accept your price,as the goods of similar quality are easily obtainable here at a lower figure.Should you be prepared to reduce your limit by,say,3%, we might come to terms. It is in view of our long-standing business relationship that we make you such a counter-offer. As the market is declining,we hope you will consider our counter-offer most favorably and answer us as soon as possible. Sincerely yours, . 译文： .先生： 事由：人造纤维毛衫 贵方2001年7月5日报盘（即纽约到岸价每打，包括5%佣金，美元大号22元，中号 21元，小号19元)收悉，谢谢。 兹复，我们非常抱歉地奉告，贵方报价偏高，与现行市价不一。 鉴于此，我方无法接受贵方价格，由于类似质量的货在此处可以较低价格购到，故请贵 方降低所报价格，建议降低百分之三。这样，我们或许能达成交易。 鉴于我们之间长期的贸易关系，我方作出如此还盘。由于市价日趋下跌，我们极其真诚 地希望贵方能考虑我方还盘，并尽早赐以回复。 .敬上 以下是一些常见的翻译： 贵函：Your letter;:Your favor 15
商务英语翻译 15 11. If people keep telling you to quit smoking cigarettes, don't listen . they're probably trying to trick you into living. 12. Do something for nothing and you'll get everything. 不计回报的付出将会给你带来一切。 商务信函的翻译 一．特征、语气委婉、礼貌 Dear Sirs, Subject: Acrylic Sweaters Thank you for your letter of July 5, 2001, offering us US $L.22, M.21, S.19 per dozen C.I.F. C 5% New York. In reply, we very much regret to say that we find your price rather high and out of line with prevailing market level. Such being the case, it is impossible for us to accept your price, as the goods of similar quality are easily obtainable here at a lower figure. Should you be prepared to reduce your limit by, say, 3%, we might come to terms. It is in view of our long-standing business relationship that we make you such a counter-offer. As the market is declining, we hope you will consider our counter-offer most favorably and answer us as soon as possible. Sincerely yours, . 译文： .先生： 事由：人造纤维毛衫 贵方 2001 年 7 月 5 日报盘（即纽约到岸价每打，包括 5%佣金，美元大号 22 元，中号 21 元，小号 19 元）收悉，谢谢。 兹复，我们非常抱歉地奉告，贵方报价偏高，与现行市价不一。 鉴于此，我方无法接受贵方价格，由于类似质量的货在此处可以较低价格购到，故请贵 方降低所报价格，建议降低百分之三。这样，我们或许能达成交易。 鉴于我们之间长期的贸易关系，我方作出如此还盘。由于市价日趋下跌，我们极其真诚 地希望贵方能考虑我方还盘，并尽早赐以回复。 .敬上 以下是一些常见的翻译： 贵函：Your letter; Your favor