翻译实践3.中英企业与产品介绍由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“企业中英文翻译文献”。
中英企业和产品介绍
一、差异
（一）在内容上：
（二）在语言表现形式和行文结构上：
以上特点在英汉文化中由其成员在不断实践和实际运用中形成并相沿成习，对本族读者具有可识别性，读者可以从中推断作者的动机，在熟悉的文化氛围和语言结构中受其感染和影响。而一旦语境因素改变，同样的特点可能就起不到宣传促销的预期功能，甚至会引起相反效果。正如一位外国友人所言“In China，much of the documentation，brochures and suchlike created by producers or providers，is written in a very polite way with long and flowery descriptions．In the West the same is brief and to the point．The western audience simply will not read long glowing descriptions of your product，and are not impreed by elaborate descriptions，extravagant claims，or of the awards that have been won from agencies that are unknown outside China．It is usele to simply translate promotion material prepared for the Chinese market．Quite often the material will have to be rewritten，and brochures and websites reformatted so that they fit in with the culture of that target market．They must learn how to make use of highly qualified translators and media to seize the busine opportunity，to effectively attract customers and to create and maintain the competitive advantage in the international market．”
二、翻译要点
（一）套用英语习惯结构
这一技巧主要用于汉语企业广告标题和口号的翻译处理。以上英语广告句法特点举例如下：
陈述句：
Things go better。with Coca—Cola．
If you can dream it，we can make it happen
祈使句：
Just do it!(Nike鞋)Take a better car．
Go with the flow．
Don’t mi the largest Internet and
World—Wide Web conference and exhibition
Explore your world．(Discovery Channel探索频道)
Take your data network to the next level with STEP
Don’t just get onto it，get into it．(英特尔奔腾III)
疑问句：
Is your data piling up?(电脑数据库广告)
Have you driven a Ford lately?(新型福特车广告)
Are you going grey too early．(乌发乳广告)
How can something so small be so smart?
名词短语：
Ideas for life(Panasonic日本松下电视)
World Money(美国银行旅行支票)
Human Technology(Nokia诺基亚移动通信)
Advancement through technology(Audi奥迪汽车)
The timele fibre that’s more modern than ever．
形容词短语：
Easy In and Easy Out—swivel cushion(汽车驾驶员坐垫)
Too Good To Eat Just One(LAY’S乐事薯片)
Fresh，clean，crisp，never too sweet．
介词短语：
In Touch with Tomorrow(Toshiba东芝电器)
针对以上差异，翻译企业宣传广告时有意识地套用英语习惯结构，将有利于实现吸引译语消费者的预期功能。如：
绿色好心情
一生相伴
因材施教，助你迈向美好明天。
购买500元以上奖100元
印刷服务，一步到位
肌肤姣好，年年岁岁
没有最好，只有更好
绝对质量保证，12年独家享有
追求美的真谛，创造美的事业，奉献美的至诚，共建美的世界(丝宝集团)。
另外，英语广告正文中也常用省略表达方式，即利用名词短语和形容词短语表达一个完整的概念。如：
Country house in London, overlooking golf course.Close to Richmond Park, good schools, easy acce to city, 5 bedrooms，2 receptions, 2 bathrooms, study, work／playroom.翻译类似汉语广告文字时，有时也可考虑英语的这一特点，将汉语原文用完整句子充分拓展的表达内容套用英语习惯结构做相应调整。如：
使用安全，操作简便，高效快捷，乐在其中。
该句可套用英语习惯结构，译为：
三、运用修辞手段
（一）修辞手段在英文广告中的应用 ·双关
Twogether
I’m More satisfied．
OIC
Golden Seal
The coats for every wear, everywhere． ·夸张
There’s no place 1ike Spiegel．There's no place like home to shop．
The best a man can get．
Arthritis pains? All you need is Bayer Aspirin．
Enjoy the flavour of the world’s NO．1
Too good to forget
·隐喻
EAR FOOD
Give a listen to Sanyo’s newest CD players．
They’re moveable feasts for music—hungry ears．
Taste that beats the other colds． ·排比
A Legendary Star．A Timele Claic．My Fair Lady
The CORDIA：Shaped by the wind；born for the road．
The Milk Chocolate melts in your mouth„not in your hand． ·头韵
Choosy mothers choose Jiff．’ ·尾韵
Compact impact
Fresh up with Seven—Up． ·仿拟
One man’s disaster is another man’s delight．The Sale is now on．
A Mars a day keeps you work，rest and play．
If you are what you eat, a visit to North Carolina could make you a very interesting person． ·重复
Give yourself a N IKKAX and see what it gives you．
Any bar that serves Remy Martin XO is not just any bar．
Stops static before static stops you．(Bounce无静电袜子广告)
Home away from home
·反衬
One Stop Shopping For All Your Party Needs
Othello is a game that takes only a minute to learn but a lifetime to master．
以上是一些英文广告标题、口号、商标使用修辞手段的例子。
广告正文中也常用到各种修辞手段，在此略举两例：
Top Drawer Summer
7th——9th May 2014
Earls Court Two, London
Top Drawer Summer is THE event of the season for design-1ed home acceories and personal gift items．We continually watch the market for companies like yours who share the high standards of the Top Drawer exhibition and the quality of the products displayed at the show．
For three days in May, Earls Court Two is the center of creativity, with 550 of Europe’s most innovative exhibitors showing the ideas that are making their reputations.Every company has been hand-picked for talent and originality.More than 150 exhibitors will be attending Top Drawer Summer for the first time, giving buyers a unique chance to meet the people who will be making tomorrow’s headlines．
Both summer and autumn exhibitions attract 20000 UK and international quality buyers who visit Top Drawer because they know it provides them with new，interesting products and supplies．It is the key show for buyers，keeping them ahead of the competition.Can you afford not to be seen there?
请同学们试译：
Sunkist
The delicious pistachio has been enjoyed as the ultimate nut with the unforgettable flavor since ancient times.Today, Sunkist invites you to experience the freshest premier California pistachios.They’re grown in our own orchards and ripened on the tree so that they open naturally, capturing that matchle Sunkist flavor at its best.In a nutshell, they’re the finest, most delectable snack you call buy.Take Sunkist pistachios anywhere，anytime for a healthy，great tasting snack．
请同学们试译：
译 例 分 析
（请同学们分析原译之不足，并进行改译。）
1）洛阳宇通汽车有限公司成立于 1999 年10月，是隶属于宇通企业集团的主要成员单位。公司前身为中国人民解放军第五四零八工厂，成立于 1960年。1999年与军队企业脱离，加入宇通集团公司。
原译:Luoyang Yutong Automobile Co.Ltd., which is a main member led and managed by Yutong Group ,was founded in October of 1999.The predeceor of our company, No.5408 Factory of PLA was founded in 1960.It broke away from military industry and joined Yutong Group in 1999.改译:
2）十多年来，公司一贯以优质的产品、卓越的服务为宗旨，备受国内外广大客户的支持拥护及信赖。
原译: For more than 10 years, the Company has been adhering to the principle of Superior Products, Outstanding Services.As a result , it has been well supported and trusted by customers at home and abroad.改译:
3）东方机械厂位于风景秀丽、物产丰富、经济发达、文化繁荣，素有江南“鱼米、皮革之乡”美称的钱塘江畔。
原译:Our factory is located in Dingqiao Town by the Qiantang River where is famed as “The Home of fish , Rice and Leather”, with beautiful scenery, rich products, flourishing economy and prosperous culture.
