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第十三讲 企事业广告与广告套话的翻译
Lecture Thirteen
Translation of Enterprise and Institutional Ads
English version to the last
1、随函附寄最新目录和价目单。请注意，我方货物系自己生产，且不通过任何中间商，直接出口，故价格比其他竞争者均优惠。
Enclosed are our latest catalogs and price list. Please note that the prices are much lower than those of other competitors, because we manufacture the goods ourselves and export direct to you, not though any middlemen.
2、承蒙建议承当我方代理，但因我们之间尚不十分熟悉，不如待日后做开交易，在谈此事为宜。
We appreciate your proposal of acting as our agent. However, as we are not yet thoroughly acquainted, we think it is better to discuss the matter sometime later when some practical transactions have been done.
3、本实施细则自发布之日起施行。
This set of detailed rules goes into effect as of the date of its promulgation.
1. 英汉语企事业广告表达风格上的差异
一般而言，英语企事业广告大多语言简洁精练，客观通俗，表达方式直截了当，就事论事，信息明确，逻辑条理清楚，易于记忆。
例如：
The Firm Sinter
The objective of the firm is to satisfy the buyers with high quality service of its broad production program.
The Sinter disposes to perform these services on the highest possible level, besides 45 years of work experience also with:
·6,500 sq. meters of modernly equipped production and business premises.
25,000 sq. meters of storages for raw materials and for finished products.
·its own modernly equipped development and research laboratory.
·High professional skill of its technical and administrative personnel.
This firm Sinter was founded in 1957. In 2000 it is present, with its sales net in 14 countries of Europe and Asia already.
相对而言，汉语企事业广告文体大多形式比较单一，行文用字近似“八股”，用词颇为夸张，语言较为堆砌，四言八句口号多，篇章布局讲究起承转合。
例如：
………………………………
……。在企业通过了中国GB/T19001-ISO9001和美国AAR协会M-1003质量体系认证以及M-210产品实物认证，并荣获“国家一级企业”、“国家质量管理奖”和“全国五一劳动奖状”等一系列称号，企业连续48年盈利。
……，正在奋力实现“再现国家队雄风、再造新世纪辉煌、再为社会主义增光”的宏伟意愿，朝着“发展规模集团化、产品品种系列化、市场营销国际化、企业规模现代化”的目标迈进。公司将一如既往地坚持“信誉第一、用户至上”的宗旨，……
2、 汉语企事业广告的翻译策略
1）辨明“虚实”，突出“信息”功能
例如：
随着我国汽车工业的飞速发展，汽车家庭化、大众化已成事实，人车一体化的生活逐渐成为时尚，爱车养车理念已渐入人心。所以，汽车美容养护势如破竹，前景一片光明。
With the rapid development of domestic auto industry in China, it’s become a fashion for people to enjoy a life with their own cars, which, therefore, brings about a good opportunity to develop the auto beauty and maintenance service.
2）避免“八股”，注意“内外有别”
我公司95、96年分别实现产值400万美圆、500万美圆，销售收入420万美圆、550万美圆，连续两年利税超过150万美圆，成为舟山市经济效益支柱产业，自95年以来，先后被授予“岱山县城市经济功勋企业”、“舟山市经济效益支柱企业”、“浙江省供销合作社十强工业企业”、“银行信誉AAA企业”，95年在全国供销工业企业经济效益百强中排名第十八位，并被批准为“中华人民共和国海关保税厂”。
The annual output of the corporation amounted to respectively to USD 4 million in 1994 and USD 5 million in 1995, with an annual sales income each up to USD 4.2 million and USD 5.5 million. The annual profits and taxes turned in more than USD 1.5 million successively in 1994 and 1995, which entitles it to many honorable titles granted by both local and state governments. It has now become a pillar enterprise in Zhoushan City and enjoys the privilege of the “bonded factory” authorized in 1995 by China Customs Administration.
3）分清主从，理顺逻辑语义关系
快速反应，马上行动，质量第一、信誉至上是公司的宗旨。我们将以客户的需求为发展动力，为用户提供满意的产品及优质的服务。
原译：Our tenet is “Quick reflection, Immediate action, Quality first”. We will be always pursuing what you need and provide you with satisfactory products and to-notch service.
改译：Under the principle of “promptness, quality and credit”, we will offer you our products and service to your every satisfaction.
或We will offer you our products and services to your every satisfaction with promptness, quality and credit.
4）注意篇章整合，照应上下文语义
普陀山属亚热带海洋性季风气候，夏无酷暑，冬无严寒，温和湿润，四季宜人。岛上植被丰茂，种类繁多，有“海岛植物园”之称。有为引人注目的“千年樟”，树干周围有七米多，伟枝横空，苍劲挺拔，冠盖数亩，生机勃发。还有“普陀鹅耳枥”，虽貌不惊人，却属当世罕见珍木。此外，有野茶花和水仙花，特别是“普陀水仙”，为我国水仙三大名品之一。古树珍木，奇花异草，把名山普陀装点得更具迷人魅力。
原译：Mount Putuo belongs to the subtropical marine monsoon climate. It is cool in summer and warm in winter, mild and damp, and pleasing in four seasons. It is known as a “botanical garden on the sea island, for various kinds of vegetation on the island are plentiful and luxuriant. Especially the spectacular “thousand-year-old camphor tree”whose tree trunk is 7 meters in circumference, hardy and old great branches shooting into the sky, capping several mu is thriving with life.
Besides, the “Putuo Hornbean Tree”belongs to the rarely precious tree in today’s world though its appearance is not pleasing to the eye. Furthermore, precious flowers are wild camellias and narcissuses, especially for the “Putuo narcissus”which is one of the three famous ones in our country. Embellished with ancient and precious trees, and marvelous flowers and rare plants, Mount Putuo looks more beautiful than ever.（《普陀山》舟山市普陀山管理局编）
改译： Mount Putuo has long been known as a“botanical garden on the sea island”for its variety of plentiful and luxuriant vegetation, as its climate is mild and damp in all four seasons due to its location in the subtropical marine monsoon region. The spectacular“thousand-year-old camphor tree”and the rare “Putuo hornnean tree”, which are the treasures of this area, are especially eye-catching. Besides, it has wild camellias and narcissuses, and particularly the “Putuo narcissus”, which is rated as one of the three great famous narcissuses in China. Indeed, the mount is a very attractive place，charmingly decorated with old trees, exotic flowers and rare plants.
4．企业广告套话英译
A. 企业概况介绍中的套话
1、 介绍企业成立的年份，
如：创建于……年
be set up in… / be founded in…
有……年的历史
to have a history of … years
2、 介绍企业的地理位置
如：本公司位于……
Located in…, this company …/ situated at …, this company…
3、 介绍企业生产某种产品具有多少年的经验
如：具有……年生产……的经验
to have (with) experience of …years in production of …
4、 介绍企业的实力
如：具有雄厚的技术力量和经济实力
with rich technical and economical resource
5、 介绍企业人力资源情况
如：现有职工……人，其中工程技术人员……人。
To have … staff members and workers, including engineering and technical personnel of…
6、 介绍企业的版图。
如：本厂占地面积为……平方米，其中建筑面积为……平方米。
This factory covers an area of …sqm., including a total floor space of …sqm.
7、 介绍企业拥有的设备情况。
如：拥有生产设备……台（套），其中引进国外先进生产线……条。
To have … sets of processing equipment and … production lines imported from aboard.
8、 介绍企业固定资产情况
如： 具有固定资产……元。
To have (with) fixed assets of … yuan
9、 介绍企业的生产能力和产值
如： 具有每年生产……台的能力。
With an annual output of … sets
年总产值可达……元。
With an annual output value of … yuan
10、 介绍企业具有多少种类的
如：具有……大类，……品种的系列产品。
To have (with) … categories and … varieties of products
11、 介绍企业的装备和管理情况
如：测试设备齐全、拥有严格的质量、生产管理系统。
To have complete testing devices and strict quality and production management system
12、 介绍企业在开发新产品方面的努力
如：高度重视科技进步、积极吸收国际先进技术、不断开发更新产品。
To attach importance to scientific and technical improvement, actively absorb the international advanced technology, increasingly develop and upgrade its products.
B. 产品介绍中的套话
13、介绍产品的用途和适用范围
如：用于……
be used for (in, to) …./ be suitable for … / be employed for…
对……有效
to have … action against… / exert… action against…
14、介绍产品所达到的技术水平或标准
如：按……标准设计制造。
To be designed and manufactured according to standard(s)
处于国内领先地位。
Be in the leading position in China
通过省级鉴定。
Passed provincial appraisement
居同类产品之魁首
to rank first among similar products
15、介绍产品的销售情况
如：产品畅销全国，并出口……等地。
The products sell well across the country and export to …
畅销全球。
Selling well all over the world
备有现货，交货迅速。
Stocks are always available in large quantity for prompt delivery
行销世界
to win warm praises from customers
深受国内外客户的青睐。
Be well received by customers at home and abroad
16、介绍企业产品规格品种的情况
如：规格齐全
complete range of specifications / complete in specifications
品种齐全
complete range of articles
款式齐全
various styles
品种繁多
wide varieties
17、介绍企业机械电子产品，常使用的套语
如：设计新颖，工艺先进
novel in design and advanced in technology
使用安全，性能可靠
safe operation and dependable performance
结构坚固，经久耐用
sturdy construction and durable in use
操作方便，易于维修
体积小重量轻
compact and light
噪音低，耗能少
low noise and less energy
性能达到90年代先进水平
with performance up to the advanced level of 1990s
18、介绍企业轻工产品如服装、食品、手工艺品等
如：造型美观，款式新颖
aesthetic appearance and novel design
华丽臻美，色泽鲜艳
beautiful and charming, bright in colour
选料考究，手感舒服
selected material and comfortable feel
烹制简便，口味鲜美
convenient to cook and delicious in taste
技艺精湛，做工讲究
fine craftsmanship and exquisite workmanship
C. 企业与产品的信誉介绍
19、说明企业或产品获得某种荣誉称号
如：为国家外贸出口基地，荣获国家……级企业称号。
be authorized by the government as a foreign trade base for export, and be entitled a level enterprise of the state
本企业“是……部定点生产……的专业企业，省级先进企业。
To be franchised producer of …by the ministry of … and a provincial advanced enterprise
本公司“主要产品是……部优秀产品
the major products are quality products named by the ministry of …
本产品“荣获……部最受欢迎的商品称号”
to be conferred the title of the Most Welcome Commodity by the Ministry of…
本产品“连续……年被国家审定为……级产品”
to be examined and approved as the … grade products of the country for successive …years
20、说明获奖情况
:如：本公司的产品“在……展览会上获优质产品奖”
won the award of High Quality Product at the … Exhibition
本产品“荣获……部科技成果奖”
won the prize for achievements in science and technology for the Ministry of …
荣获银质奖
to be awarded a silver medal
21、说明获得荣誉证书情况
如：产品“获……部优秀新产品证书”
to be awarded with the certificate of excellent new product issued by the ministry of …
本产品“在各类展评中多次获奖，并获……颁发的出口许可证”
won many prizes in different affairs, and obtained the export license issued by …
D. 广告结束语
22、本企业“信奉质量第一，用户至上的宗旨”
to adhere to the motto of quality first, customer supremacy. Customers both home and abroad are welcome to hold business talks with us.
23、本企业“竭诚欢迎海内外同行加强联系”
sincerely wish o strengthen business relationship with counterparts both at home and abroad
24、本公司“随时准备为客户体统服务”
to be ready to provide excellent services to customers
25、本公司“欢迎洽谈订购”
enquiries are cordially welcome
26、本公司“备有各种款式的现货，任君挑选”
available in various designs and specifications for your selection
27、本公司“欢迎与海外客商加强合作、建立和发展贸易关系”
Customers all over the world are welcome to establish and develop business contacts
28、本公司“备有详细目录，惠索即寄”
Catalogues will be sent upon request.
29、本公司“欢迎批发零售”
Wholesale and retail are welcome.
30、请勿错过机会，欢迎电话联系“
Don’t delay! Call today! |
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楼主: 水语清叶
IP卡
狗仔卡
发表于 2006-6-3 17:30
显身卡
楼主
