1、第七章 新品推介,Chapter 7 Launching Ceremony,Background Introduction,What does a launching ceremony include? The organizer will use different means to present the newly created or invented products. More importantly, the one in charge will deliver a speech, in which, the history, features and future of the
2、 new products, or programs will be highlighted and an acknowledgement will be made to all relevant parties. At the end of the speech, the speaker will project a beautiful future. It is also likely to have some guest speakers to congratulate the launch.,Background Introduction,The atmosphere of the c
3、eremony: delightfulSpeakers: use less formal language, even make jokesInterpreters: make good preparation,Vocabulary Work,cost-effective manner: 成本有效方式 robust and resilient: 活力与弹性 freshwater: 淡水 drinking water: 饮用水 desalination: 减少盐分，脱盐 reservoir: 水库，蓄水池 self-sufficiency: 自给自足 graphics interface: 图形
4、接口 telephony: 电话制造 navigate: 驾驶，操纵 personalize: 使个性化,Vocabulary Work,中高级轿车：mid-and-high-grade car 工业园：industrial park 旗舰：flagship 覆盖范围：coverage area 强劲的发展势头：driving development vigor 平易近人：user-friendly 产品线：product line 诠释：annotation 手动版：the manual version,Vocabulary Work,虚拟：virtual 锐意更新：commit to up
5、date reform 中低端产品：mid-low end products 售后服务：after-sale service 喜闻乐见：be delighted to hear and see,Sight Interpretation（1）,第29届奥林匹克运动会北京组委会： the Beijing Organizing Committee for the Games of the 29th Olympiad (BOCOG) 北京奥运会：Beijing Olympic Games 北京残奥会：Beijing Paralympic Games 北京奥运会志愿者项目：the Beijing Oly
6、mpic Volunteer Program 开始招募志愿者：launch the recruitment of volunteers 普通大众：general public建议：注意一些有关奥林匹克运动会的惯用表达方式。,Sight Interpretation（2）,焦点：focal point佳能：Canon高清：high definition建议：了解一些有名的公司及它们相对应的英文名称。,Note-taking（1）,生命周期：life-cycle 市场推广：market launch 新品开发或新品开发程序： New product Development or NPD Proce
7、ss 创新程序：Innovation Process 产品创造程序：Product Creation Process 营销：marketing 工程（或研发）：Engineering (or R& D)建议：掌握一些必要的产品生产工序中的术语。,Note-taking（2）,大展拳脚：make a major development 客户认可度和满意度： customer recognition and satisfaction 展望未来：look into/ ahead the future 更为广阔的发展前景：broader vision,Sentences in Focus (E-C),
8、productive work: 卓有成效的工作 private enterprises: 私营企业 Chinas Emerging Private Enterprises: Prospects in the New Century : 中国新兴的私营企业：新世纪的前景 the State Economic and Trade Commission: 国家经贸委 the Government of Papua New Guinea: 巴布新几内亚政府 refined salt:精炼盐 World Water Day: 世界水日 UNDP (United Nations Development
9、Program): 联合国开发计划署,Sentences in Focus (E-C),the United Nations system in China: 联合国驻华系统 Promoting Legal Aid Lawyers Network for Migrant Workers: 农民工法律援助律师工作促进网 migrant worker: 农民工 play a catalytic role: 起促进作用，促进 achieve tangible improvement: 获得实质性的改善建议：掌握一些常见的机构组织名称；掌握一些常见的国家及其首都。,Sentences in Focus
10、 (C-E),售后服务：after-sales service 销售额：sales volume 中国国际广播电台：CRI (China Radio International) 老挝：Laos 养殖业：aquaculture 水产品：aquatic products 东风汽车：Dongfeng Automobile建议：掌握一些有名的公司名称和品牌名称。,E-C Interpretation (Passage 1),graphics interface: 图形界面 milestone: 里程碑 mainstream:主流 taketo a whole new level: 将推上一个全新的台
11、阶,E-C Interpretation (Passage 1),There was a lot of question of whether graphics interface was something that made sense at all.句子结构：从句结构； 译法：先译后半句，再作补充。参考译文：很多人质疑图形界面是否可以获得成功。,E-C Interpretation (Passage 1),In 1995, when people thought about personal computers, they werent thinking about music or p
12、hotos or telephone or learning or online multiplayer games. They were simply thinking about creating and printing documents and a little bit of e-mail.注意：三次“想”，翻译时避免重复。参考译文：我们还记得在1995年，当人们提到个人电脑的时候，他们想的不是音乐，不是照片，不是视频电话，不是学习，也不是在线游戏；他们想到的只是创建、打印文档和偶尔收发邮件。,E-C Interpretation (Passage 1),Even the adver
13、tising will be targeted as well.targeted: 有针对性的（符合广告术语的要求）,E-C Interpretation (Passage 1),Theres a lot about safety, because, as the Internet has some mainstream, avoiding phishing or malware, thats very, very important.phishing（网络钓鱼）: phreak（盗拨电话）+fishing（钓鱼）,E-C Interpretation (Passage 1),Geeze, i
14、s it going to be like this the rest of my life?语言风格：口语化，语言风格十分随意、幽默。 注意：翻译注意语气。参考译文：天哪，是不是我一辈子都要这样了？,E-C Interpretation (Passage 2),cost-effective manner: 成本有效方式 PUB (Pubic Utilities Board): 公共事业局 desalination: 减少盐分，脱盐 self-sufficiency: 自给自足 take shape: 成型 robust and resilient: 活力与弹性 desalination: 减
15、少盐分，脱盐 reservoir: 水库，蓄水池,E-C Interpretation (Passage 2),Only 1% of the worlds freshwater resources is available for human use.注意：强调“仅有”，淡水资源短缺。要将语气也翻译出来。参考译文：世界上只有1%的淡水资源能够为人类所用。,E-C Interpretation (Passage 2),I am pleased that our plans to increase self-sufficiency in water are taking shape.self-su
16、fficiency/ self-sufficient: 自给自足参考译文：我很高兴地看到我们提高水资源自给自足水平的方案正在成型。,E-C Interpretation (Passage 2),I am told that responding to popular demand, PUB issued 1.5 million bottles of NEWater to the public in a short period of six months.PUB (Public Utilities Board): 公共事业局 英文：动名词引导的状语放句首表动作的伴随 中文：结构调整参考译文：有
17、人告诉我公用事业局在短短的六个月之内向公众发放了150万瓶生态水，以满足大众需求。,E-C Interpretation (Passage 2),It is the full and concerted support of all Singaporeans that has brought us here today.英文：强调句； 中文：突出强调。参考译文：正是全体新加坡人民的关注和支持使我们走到了今天。,E-C Interpretation (Passage 2),It is now my pleasure to:declare open the NEWater Visitor Cent
18、re and the Kranji NEWater Plants;英文：同一个句子引导多个并列的分句； 中文：保持该结构。参考译文：现在我很荣幸地宣布：新生水游客中心正式开放、克兰芝新生水厂正式投产。,C-E Interpretation (Passage 1),中高级轿车：mid-and-high-grade car 工业园：industrial park 旗舰：flagship 覆盖范围：coverage area 强劲的发展势头：driving development vigor,C-E Interpretation (Passage 1),同时，这一在全球屡获大奖的“世界车”，首次凭借
19、与国际同步的价格，极大地震撼了中高级轿车市场。注意：翻译时要用一个形象的词表示“震撼”；语气上与原文保持一致。参考译文：This “World Car” with many awards from all over the globe for the first time rocked the mid-and-high-grade car market by the internationally uniformed price.,C-E Interpretation (Passage 1),相信不久之后我们在中国会制造出更加丰富的福特全球标准产品。注意：翻译时要添加主语“我(I)”或形式主语
20、“it”，即：I believe that或It is believed that。参考译文：I believe that in the near future, we will manufacture more Fords global standard products.,C-E Interpretation (Passage 1),今天，我们在这里要宣布的，正是我们在中国即将推出的新兴产品线以及全球标准的服务体系。中文：强调句； 翻译：强调句。参考译文：Today, what I am going to launch is the whole new product line that
21、will join the Chinese market and the global standard service system.,C-E Interpretation (Passage 1),我们相信，本次同时上市的六项新产品是长安福特在其原有车型的基础上，锐意创新，不断进取迈出的重要一步。关键：提炼主句核心意思：六项新产品是重要一步。参考译文：We are confident that the six new products are an important step of innovation and making constant progress based on the o
22、riginal types.建议：句子较长时，要注意分析句子的主句，提炼核心意思。,C-E Interpretation (Passage 1),在长安福特，为顾客提供世界水准的价值是我们工作的第一追求。第一追求：priority。建议：注意一些常用的、非常贴切的词汇。,C-E Interpretation (Passage 1),这些价值不仅包括顾客购买的汽车产品，还包括他们将获得的售后服务。注意：“价值”并不能包括这些有形的或是实质性的事务。准确：这些价值体现在“汽车产品”和“售后服务”中。参考译文：Such values lie in the automobiles that the c
23、ustomers purchase and the after-sales service that they are going to receive.建议：准确把握原文的意思。,C-E Interpretation (Passage 2),平易近人：user-friendly 产品线：product line 诠释：annotation 手动版：the manual version 锐意更新：commit to update reform 中低端产品：mid-low end products 售后服务：after-sale service,C-E Interpretation (Passa
24、ge 2),基于时尚化、年轻化、娱乐化的市场趋势，结合自身的竞争力，今天，我们进一步提出了“粉时尚”的产品战略。关键：“时尚化、年轻化、娱乐化”“愈加时尚、年轻、重视娱乐”。 参考译文：Observing the market trend of “stylish, young, entertaining”, and based on our competitiveness, we put forward “Pintty Trend”.建议：当遇到比较新颖的词，直译又行不通时，应注意转换成意思相近的词。,C-E Interpretation (Passage 2),什么是粉时尚？“粉时尚”中的“
25、粉”既代表着亮丽多变得色彩，更来源于互联网语言中对于“很”的谐音，是个性强、好玩的年轻人的表达方式。pintty(粉时尚): pink+ pretty 注意：pintty是自创词汇，应向观众解释这个词。参考译文：What is “Pintty Trend”? The former part of the word “Pin” represents pink, indicating various colors. The latter part “tty” comes from “pretty”. In Chinese, “pink” (pronounced as “Fen”) and “pre
26、tty” (pronounced as “Hen”) sound similar. Therefore, in Internet language, young people with strong personality would like to replace “Pretty” with “Pink” for fun.建议：对于一些比较生僻的甚至是自创的词，我们在翻译的过程中要进行解释。,C-E Interpretation (Passage 2),“粉时尚”表现出联想手机产品特有的平易近人的个性：丰富多彩的产品配色，新潮却使用简单的应用，平易而友好的界面，都将成为它突出的特质。平易近人
27、：user-friendly 参考译文：“Pintty Trend” shows the unique feature of Lenovo cell phone which is user-friendly. They are colorful, trendy and easy to operate. It has a friendly interface. All of these are special features of our cell phone.建议：在翻译的过程中要注意原文的语境，比如：平易近人不是所有的情况下都翻译成：amiable或者warm-hearted。,C-E I
28、nterpretation (Passage 2),岁月荏苒。参考译文：How time flies.建议：在平时学习的过程中，我们应记忆一些常见的汉语成语、名言警句或者古诗词的译文；另外，我们在翻译这些成语或者古诗词的过程中，不能字对字、词对词地翻译，做到达意即可。,C-E Interpretation (Passage 2),作为一个步入不惑之年的人，处在这样一个年轻化的大潮中，站在一个瞬息万变的市场里，我也常常告诫自己要保持一颗年轻的心和不断学习的心态。注意：“处在”和“站在”在翻译时要“合并同类项”。 参考译文：I am stepping into my 40s. Standing i
29、n the trend of feeling younger and the ever-changing market, I always tell myself that I should have a young heart and the attitude of constant study.建议：在翻译的过程中，对于类似的并列结构有时候可以采用“合并同类项”的方法。,Vocabulary Development（1）,awareness: （产品）知名度 brand image: 品牌形象 brand extension: 品牌扩展 brand loyalty: 品牌忠诚度 buyin
30、g behavior: 购买行为 buying inertia: 购买惯性 buying intention: 购买意图 consumer market: 消费品市场 dealer: 经销商,Vocabulary Development （2）,differentiation strategy: 差异化战略 direct selling: 直销 market segmentation: 细分市场 pricing: 定价 targeting: 选择目标市场 turnover: 销量 poor (no) market: 滞销 positioning: 产品定位 best seller/ the b
31、est selling lines: 畅销品 breadth of product assortment: 产品线的宽度,Vocabulary Development （3）,研发：research& development (R& D) 科技创新：scientific and technological innovation 十一五计划：the Eleventh Five-Year Plan 迈上新台阶：step onto the new stage 跨入新时代：usher into the new era 核心竞争力：core competitiveness 高端市场：top-end/ u
32、pmarket/ upscale 中端市场：mid-range 低端市场：bottom-end/ down market/ downscale 适应市场变化：adaptation to market variations 可获得性/ 供货能力：availability,Vocabulary Development （4）,物美价廉：excellent quality and reasonable price 销路好：find a ready market 广告和促销：advertising and sales promotion 广告效果：advertising effects 广告反馈：ad
33、vertising feedback 广告频率：advertising frequency 广告接受人数：advertising reach 科技成果转化成生产力： transform the research results into productivity 科教兴国： rejuvenate the country through science and education,口译技巧词性转换,英语和汉语两种语言在句法和表达习惯上有很大不同。在翻译中，译员不能拘泥于原句的词性，要灵活地进行词性转换。英语名词、形容词、介词、副词同汉语动词之间的转换； 英语动词、形容词、副词同汉语名词之间的转换
34、； 英语动词、名词、副词同汉语形容词之间的转换； 英语名词、形容词同汉语副词之间的转化。,Interpretation Skills Practice,code of conduct: 道德行为准则 financial intermediary: 金融中介机构为做出了很好的示范：set a good example for 试用期：probation 消费者需求：consumer demand,Supplementary Exercise 1,a major release: 一个非常重要的发布产品 mainstream:主流 surface:桌面 ecosystem:生态系统 high volume:大容量 unleashing peoples creativity: 释放人们的创造力 the British Library: 大英图书馆,本章小结,一、汉语的习惯； （根据话语的意义和汉语的思维习惯） 二、英语的逻辑； （根据逻辑关系组织句子结构） 三、翻译的技巧； （注意语境、添加主语、必要时进行解释说明、结构调整和分析主句，提炼核心意思） 四、英语并列句的处理； （合并同类项）,
