十三、实用文体翻译(10)广告翻译

ChapterThirteenPracticalWritings(10)AdvertisementsTranslationContentsI.ReviewandcommentsontheassignmentsII.GeneralintroductiontoadvertisementIII.NotesinE-CadvertisementstranslationIV.NotesinC-EadvertisementstranslationV.ExercisesVI.SummaryVII.ReferencesforfurtherreadingVIII.Assignments•《纽约时报》创刊于1851年9月18日，1857年删去“每日”字样改为今名。当时纽约人口50万，报官工作人员不到50名。创办人决心要办一份庄重严肃的日报；创刊号一大张，有四版，分六栏，售价只是一美分。内容很少登载耸人听闻的新闻，报导政治新闻时常把双方不同的观点介绍给读者，因此享有报道客观的评价。由于内容充实，特别注重国外新闻，很快受到读者的欢迎。I.ReviewandcommentsontheassignmentsThefirstissueoftheNewYorkTimesappearedonSeptember18,1851.By1857,theword“Daily”whichhadbeenusedfromthebeginningwaseliminated.ThepopulationoftheNewYorkCityatthattimewasnomorethanhalfamillionandathestaffmembersofthispaperwaslessthan50.Inthebeginning,theintentionwastopublishapaperofseriousstyle,thus,atfirstissues,thepaperconsistedofonlyfourpages,sixcolumnsandsoldforonecent.Rarelyitreportedanyunusualandalarmingincidents.Atthesametime,however,itpresenteddifferentopinionsconcerningthesamepoliticalissue.Thiswaswhyitsobjectivereportingwasappreciatedandappraised.Thispaperbecameverypopularforitsvariouscontentsespeciallythenewsfromabroad.创办两个月后销数即达两万，一年内篇幅由四版扩大至八版。在十九世纪七十年代和八十年代前期，销数增至四万份左右。1983年，该报平日每日出版三至四次，每份各为28页。现有工作人员5,000名,其中，印刷工人七百名、记者300名。一年只是在新闻采访方面的用费即达3,500万美元。平日版销售数为87万份，星期日版为148万份。I.ReviewandcommentsontheassignmentsOnlywithinthefirsttwomonthssinceitsfirstissue,thecirculationreached20000,andbytheendofthefirstyear,itexpendedfrom4to8pages.Duringtheseventiesandearlyeightiesof19thcentury,itscirculationwasabout40000.By1983,thepaperwasissued3to4timesaday,eachwith28pages.Thestaffmembershavereached5000including700printersand300reporters.Theannualbudgetforacquiringinformationamountedto35milliondollars.Thecirculationreached870000ontheweekdaysand1480000onSundays.I.Reviewandcommentsontheassignments作为两国关系中极为重要和活跃的组成部分，中美两国经贸关系是中美双边关系发展的坚实基础。中美两国在资源结构、产业结构和消费水平等方面的巨大差异决定了两国经济具有很强的互利互补性。发展两国间的经贸合作有着得天独厚的条件和空前广阔的前景。自1979年中美建交以来，两国间的经贸交流与合作已逐步发展成为双边关系的重要基础和基本纽带。同年，两国政府签订了双边贸易协定，在互利的基础上相互给予对方最惠国待遇。80年代初又签订了一系列工业合作协议。Sino-UStraderelationswhichconstituteanessentialanddynamicpart,arethefirmfoundationforthedevelopmentofbilateralrelationsbetweenthetwonations..Themarkeddifferencesbetweenthetwocountriesinresourcecomposition,industrialstructureandconsumptionleveldecidesthatthetwoeconomiesarehighlycomplementaryandmutuallybeneficial.Thedevelopmentofeconomicandtradecooperationbetweenthetwosidesenjoysgreatpotentialsandpromisesbrightprospects.China-U.S.economicandtraderelationshavewitnessedrapidprogresssincethetwocountriesestablisheddiplomatictiesin1979.Inthesameyear,thetwogovernmentssignedthebilateralAgreementonTradeRelationsinwhichmost-favored-nationtradestatuswasextendedtoeachotheronamutuallybeneficialbasis.Inearly1980s,aseriesofindustrialcooperationagreementsweresigned.随着双边贸易往来的扩展，彼此之间的贸易和投资规模也明显扩大。据我国海关统计，2003年的中美双边贸易额已经超过1263.3亿美元，其中我对美出口521.04亿美元，较前一年增长24.2%；我自美进口233.63亿美元，较前一年增长14.8%。中国自美国的进口包括农产品、飞机、发电设备、采油设备、以及机械和电子；美国自中国的进口包括纺织品、服装、鞋类、玩具、五金、轻工、家具等。美国已成为中国的第二大贸易伙伴，而中国已成为美国的第四大贸易伙伴。I.ReviewandcommentsontheassignmentsWiththeexpansionofbilateraleconomicandtradeexchanges,thescaleoftwo-waytradeandinvestmenthasalsoenlargedremarkably.AccordingtostatisticsfromtheChineseCustoms,China-USbilateraltradein2003totaled$126.33billion,ofwhichChineseexportstotheUSreached$52.1billion,showinganincreaseof24.2%overthepreviousyear,andChina’simportsfromtheUSreached$23.36billion,registeringagrowthrateof14.8%.ChineseimportsfromtheUnitedStatesincludeagriculturalproducts,aircrafts,powergenerationequipments,oilequipment,machineryandelectronics,etc.U.S.importsfromChinaincludetextilesandgarments,footwear,toys,homeappliance,generalmachinerytools,hardware,lightingproducts,furnitureandsoon.TheUnitedStatesisnowthesecondlargesttradingpartnerandimportsourceofChinawhileChinaisthefourthlargesttradepartneroftheU.S.1.广告的分类1）经济广告商品广告劳务广告声誉广告2）非经济广告II.GeneralIntroductiontoAdvertisementsII.GeneralIntroductiontoAdvertisements2.广告的功能与作用1）传递信息，沟通产需2）激发需求，增加销售3）促进竞争，开拓市场4）介绍知识，指导消费5）丰富生活，陶冶情操II.GeneralIntroductiontoAdvertisements3.广告的词语特点1）用词简单，具有口语化倾向2）模拟生造新词3）使用缩略语4）使用形容词及形容词的比较级和最高级4.广告英语的句法特点1）多用简单句，口语性强2）多用并列结构，较少使用主从结构3）少用否定句，多用祈使句4）大量使用省略句II.GeneralIntroductiontoAdvertisements5.广告英语的修辞特点1)双关语（pun）2)拟人（personification）3）明喻（simile）与暗（metaphor）4)重复（repetition）5)押韵（rhyming）II.GeneralIntroductiontoAdvertisements6.广告翻译的文体特点1)记实体2)诗歌体3)对话体4)标题式II.GeneralIntroductiontoAdvertisements•1.deliciousintaste•2.brightincolor•3.excellentinquality•4.fragrantinflavor•5.durableinuse•1.味道鲜美•2.色彩鲜艳•3.质量上乘•4.气味芬芳•5.经久耐用III.NotesinE-Cadvertisementstranslation言简意明、句式简洁•6.elegant/fashionableinstyle•7.fineinworkmanship•8.numerousinvariety•9.easytooperate10.ease,speedandprofessionalresults•6.款式精致/新颖•7.做工精细•8.品种繁多•9.操作简便•10.方便、快捷、奇効III.NotesinE-Cadvertisementstranslation言简意明、句式简洁NewYorkInstituteOfTechnologyInvitesYoutoYourFutureAndthatfutureisnow.we’reinthecountdowntoanewandexcitingcentury.LetNYITrespondtoallyourneedsforacollegeeducationthatculminatesinthecareerofyourchoice,withaffordabletuitionplusgenerousfi