第八章新闻翻译解析
第八章 新闻翻译概要
Part I. 语言特征
一、标题语言
二、新闻词汇
一、标题语言
省略 时态 语态 标点 黑体
1．省略
省略指省去非关键性词语。 标题原来都是一个完整的句子，但为了起 到言简意赅的效果，从而突出重要内容， 标题中常常删略去某些语法成分或虚词， 如：
冠词 连词“and” 人称关系代词 系动词 “to be”
第八章 新闻翻译
Teaching Objectives:
1. Have a good understanding of stylistic features concerning English news (45 minutes); 2. Have a good master of the skills used in translating headline, jargon, slang, idiom and new coined words. (90 minutes). 3. Be aware of some strategies adopted in translating metaphors (45 minutes). 4. Have an analysis of either good translated versions or mistranslated ones. (90 minutes)
A.一般现在时
Comeback gives China a sensational Thomas cup win The comeback gave China a sensational Thomas cup win 中国队反败为胜，荣获汤姆斯杯 Husband and Wife Team Unlocks New Gene Secrets The Husband and Wife Team Unlocked New Gene Secrets 夫妻联手解开新的基因奥秘
新闻传播学专业外语第八章翻译
第八章美国大学先进的传播研究的制度化世界将变得越来越好，一个人蔑视和掩盖伤痕，仍然继续努力，带着他最后的勇气，一定能触及到难以到达的星辰。
——一个来自于拉曼恰的人，吟诵着韦恩丹尼尔赞扬威尔伯施拉姆的话为什么我们不询问传播中的这些种种问题呢？我曾经想要做的是如此让我受伤。
——威尔伯施拉姆，回顾1983年在先驱们对40年前到战时研究的反应传播不同于其他的社会科学和产业——大众传播——处于学术领域背后。
20世纪大众媒体的丰富涌现，通过呈现一个前所未有的问题与机遇并存的社会，促进了传播研究的发展。
例如，拉斯维尔的事业生涯由对宣传的关注而得到推动，霍夫兰的职业生涯的推动源于大众传播可以被利用来支持战争努力的期望。
威尔伯施拉姆自身关心电视对儿童生活的影响方式，以及传播技术在教育和国家发展中的应用。
但是不部分的课题没能扎根于美国的大学，高校没有大量招收致力于在媒体和其他富有魅力的职业中一展作为的学生，来扩展全球传播行业。
在印刷出版，电影，广播和其他诸如广告，公共关系，和公共信息这些相关领域的工作机会是很充足的。
报纸和杂志的出版商们已成为高等教育最慷慨的赞助者，授予奖学金，并且教授和学校确保对大众传播行业的毕业生的稳定供应。
涌入传播行业的学生数量不断增加。
在许多受到很高尊重的大学，传播学专业的学生在数量上远远超过其他学科。
那些渴望成为传播学教授的博士们，与其他学术领域相比，有更好的就业前景。
更多的需要是建立一个美国高等教育的新的研究领域，虽然比起工作，金钱，更加紧迫的是学生。
首先要求的是一个知识体系。
威尔伯施拉姆从他在本书中第一部分强调的四大先驱的研究成果中汲取崭新领域的原料。
原理和调查研究，学术发展的标志，施拉姆第一次把这些要素放在一起，正如我们在第七章中提到的。
超越了知识体系的发展，以及理论和方法体系的建立，传播研究需要自身统一的视界，需要成长的空间。
施拉姆提出了第一个先决条件，正如我们所看到的那样。
本章认为第二点需要考虑的是，超越特定学校建立的传播研究的问题——艾奥瓦州州立大学，伊利诺伊州州立大学，以及斯坦福大学。
新闻翻译(2)
【译文】联合王国天气预报
本周内，天气将会变得更加凉爽。星期一，北 部和西部地区阴间有雨，其他地区晴，有阵雨。星 期二，随着一股较强的低气压进入苏格兰北部，全 国各地将普遍降雨，风力渐强。星期三和星期四， 天气将更加晴朗，偶有急风阵雨，苏格兰山区可能 有阵雪。全国各地将更加清凉。周末，将有雨和大 风。（1991年10月13日《星期日快报》）
【解析】这是有关天气的新闻报道，时态多为一般将来 时，除“As”状语从句和“which”定语从句外，句式均为 简单句，用词比较简单，英语文体平易，行文口语化， 句子结构松散。译文基本上是按照英语的风格和顺序进 行，保持了原文的特点。
例2：美导弹击中伊拉克雷达基地
US Missile Targets Iraqi Radar Site
“There are no indications of changes in the status of anti-missile deployment” by Iraq, Mr McCurry said. He referred reporters to the
Pentagon for further details.
【解析】标题采用路透社、美联社、纽约时报等主流英文传媒通用 的形式，即只有主题（如像特别重大的新闻如泰坦尼克号沉没和 9·11事件除外），副题转换为新闻导语；因汉语读者可能对标题中 的人物姓名不熟悉，意译更清楚明了。另外，正文开头采用两大通 讯社惯用形式。
➢ News Report （新闻报道）
新闻报道涉及社会政治生活、金融商业活动、军事冲 突、科技发展、外交斗争、文化体育动态以及宗教、 法律、刑事、家庭等等各个方面的情况，可以说凡属 人类的物质世界、精神世界以及自然界所发生的一切 事件无一不在新闻报导的关注之中，因此新闻文体用 词范围广，新词语层出不穷。面对题材如此广泛的新 闻报刊材料，翻译者必然会遇到词语不熟的问题，一 些普通的英语词汇可能在某一行业里就变成了专业术 语，一定要倍加谨慎，勤查专业辞典，力求准确地译 出各行业使用的行话。
最新学术英语(社科)Unit8八单元原文及翻译
UNIT8 Hard Power, Soft Power, Smart Power硬实力，软实力，巧实力People often associate power of a nation with military might or economic strenght. Is these something more to the concept of power?The answer ia in the affirmative ,at least to some who study political science. This unit explores the complex nature of power and how it impacts international relations.人们常常把国家权力与军事或经济实力。
这些东西更多权力的概念？在肯定的答案是，至少对那些政治学研究。
本单位探讨复杂的权力的性质和它如何影响国际关系。
The complex nature of power复杂的权力的性质1.“Until human nature change, power and force will remain at the heart of international relations,” according to a top U.S. official. Not everyone will agree with suvh a gloomy realpolitik assessment, but it underlines the crucial role that power plays in diplomacy. When the goals and interest of states conflict, which side will prevail is often decided by who has the most power.1。
英译汉-文体翻译(1)新闻
第六单元文体翻译第一节新闻报道一、新闻翻译的特点1、翻译讲求实效2、可以适当增减⏹翻译：遵循翻译标准进行全文翻译。
⏹编译：紧扣原作主题思想，从原作选取最有价值的内容，遵循篇章构建的一般规律，基本按照原作的时间先后顺序和逻辑关系组织行文，再按照翻译的一般原则，将其译成目的语的过程。
（王涛2004）⏹摘译：摘取一些认为重要的或者说传达了重要信息的段落和内容。
（俞建村2001）（注意：必须完整地翻译抽取的内容。
）⏹参见教材第十章―翻译的类型‖ p135.3、符合写作要求（1）手法：⏹以尽可能有趣的方式将一定事实展现出来。
（2）结构：⏹编年史法（chronological method ）：依照事实发生先后按时间顺序叙述。
⏹新闻导语法（news lead method ）：依照事实的重要性来铺陈、排列事实。
（3）语言：⏹具体、准确、简明、通俗、生动。
4、内容力求准确二、新闻的翻译⏹标题的翻译⏹电头的翻译⏹导语的翻译⏹正文的翻译⏹了解背景知识例：US Missile Targets Iraqi Radar SiteW ASHINGTON: A United States Air Force F-16 fighter plane fired a missile at an Iraqi radar site after the jet was tracked electronically while in the ―no-fly‖ zone over southern Iraq, the Pentagon said yesterday.But the White House, explaining a long delay in announcing the strike, said it was unclear whether Iraqi radar has ―locked on‖ to the plane on Saturday.A Pentagon spokesman said the F-16 returned safely to its base in Saudi Arabia. It was not immediately known if the Iraqi site was damaged. The spokesman, confirming the strike about 18 hours after it occurred, said an investigation was under way. Iraq denied any such incident had taken place.美导弹击中伊拉克雷达基地华盛顿电：五角大楼昨日宣称：一架美空军F－16战斗机在伊拉克南部禁飞区被电子跟踪后，向伊一雷达基地发射了导弹。
新闻的翻译分析解析共70页
56、书不仅是生活，而且是现在、过 去和未 来文化 生活的 源泉。 ——库 法耶夫 57、生命不可能有两次，但许多人连一 次也不 善于度 过。— —吕凯 特 58、问渠哪得清如许，为有源头活水来 。—— 朱熹 59、我的努力求学没有得到别的好处， 只不过 是愈来 愈发觉 自己的 无知。 ——笛 卡儿
新闻的翻译分析解析ห้องสมุดไป่ตู้
26、机遇对于有准备的头脑有特别的 亲和力 。 27、自信是人格的核心。
28、目标的坚定是性格中最必要的力 量泉源 之一， 也是成 功的利 器之一 。没有 它，天 才也会 在矛盾 无定的 迷径中 ，徒劳 无功。- -查士 德斐尔 爵士。 29、困难就是机遇。--温斯顿．丘吉 尔。 30、我奋斗，所以我快乐。--格林斯 潘。
拉
60、生活的道路一旦选定，就要勇敢地 走到底 ，决不 回头。 ——左
新闻英语翻译讲解
• 2）Using passive voice frequently. • To achieve the effect of calling a spade a spade.(直言不讳) • Using Passive voice to emphasize the results in natural and man-made calamities, such as earthquake, volcanic explosion, traffic accident, criminal case…
Soft news
A soft news story aims at entertaining or advising the readers. Soft news always has more words than that of hard news and includes profiles of people, programs or organizations.
• Using corresponding vocabulary to translate rhetoric such as pun, alliteration, metaphor. • After the boom everything is gloom.繁荣好景 不在，萧条随后而来。 • Accuser accused.原告没告成，反而成被告。 • Middle East: A cradle of terror.中东：恐怖主 义的摇篮。 • A vow to zip his lips！誓将守口如瓶！
• Bali climate talks seek 2009 deal
• 巴厘岛峰会寻求2009年（抵制全球温室效应）谈 判
• ② The use of abbreviations • Examples: • NBA (National Basketball Association )
新闻文体翻译分析解析
US missile targets Iraqi radar site
美导弹击中伊拉克雷达基地
1.The spokesman, comfirming the strike about 18 hours after it occurred, said an investigation was under way. 2...said Mr.Clinton had been briefed early on Saturday about the incident by a number of the National Security Council staff.
• Features: • Not directly related to the vital interests of the people • The writing technique of prose. • Full of fun, colorful style, use of anecdotes, quotations and description.
Similar to the literary works ( use of the language , the plot, rhetoric etc.)
It must be true. The Strucuture and Writing Techniques： • (1) Select the right "lens" (including selecting the right fragment and plot), to "zoom in". • (2) Seize the characteristics of people and things. • (3) Pay attention to the vivid images, capturing the dynamic momentum.
新闻英语翻译
新闻定义1）News is a fresh report of events，facts，or opinions that people did not know before they read your story.（新闻就是针对人们读你的报道以前还不知道的事件、事实或观点的一种全新报道。
）2）News is anything timely that interests a number of persons，and the best news is that which has the greatest interest of the greatest number．（凡是及时的、能引起一部分人兴趣的东西，便是新闻。
而最好的新闻则是那种能够激起最大多数人最大兴趣的东西。
）3）News is any event，idea or opinion that is timely，that interests or affects a large number of people in a community and that is capable of being understood by them.（新闻是指人们能及时获悉的事件、观点或见解，它能吸引或影响社会上的许多人，并能为他们所理解。
）4）News is the reporting of anything timely which has importance，use，or interest to a consi-derable number of persons in a publication audience.（新闻是对任何事物的及时报道，对于读者群体中的许多人来说，这类报道具有重要性、实用性或趣味性。
）5）If a dog bites a man，it is not news；if a man bites a dog，it's （big）news.（狗咬人并非新闻，人咬狗才是（大）新闻。
新闻的翻译分析解析
（如何弥补？） 为了弥补这一缺陷，英文报刊在报道过去发生
的事实时，往往在标题中广泛地使用动词的一 般现在时，这样做不仅 可省去动词过去式构成中常见的“-ed”两个字母 所占的空间，更重要的是增强了报道的 新鲜感（freshness） 现实感（reality） 直接感（immediacy）, 起到了吸引读者的作用，标题中一般现在时的 使用极为普遍，即使是某人去世的消息依然使 用一般现在时，例如：
布莱尔说：“全世界需要加强联合，共同反 对恐怖主义)
即：Blair Says that World Unity Against Terrorism Is Needed
(2) 破折号引出说话者
Yes, Big Harvest ____It Brings Big Troubles for Farmers
致战争的危机）。
又如“alcohol”，它的意思是 “酒精”、“醇”，
后来其词义扩大为
“含有酒精的饮料”。
在其后面加上“-ic”，构成了“alcoholic”，表示 “酒精的”或“含酒精的”，词义扩大为
“酒精中毒的”；
用做名词时，表示
“饮酒过度的人”。
在当今社会里，有的人为了谋生，有的人则为了寻 求所谓的“刺激”，干一些在常人看来是过度或过 分的事情，“-aholic”，“-holic”，“oholic”等词缀 由此引申为
涉嫌间谍纠纷 记者被炒鱿鱼
即：A Journalist Is Fired in a Spy Debate
1.4标点
（？？？）
英语新闻标题中不用标点的情况特别多，占 了绝大多数。不用标点，能使标题干练，利 落。这其实也是一种标题语言美的表现。当 然英语报刊新闻有时也用标点符号。即使使 用某个标点符号，其实主要目的不外乎两种 ：一是区分表示各句子的成分、意群之间的 关系；二则是旨在进一步省略标题字数。
新闻的文体特点及翻译技巧PPT课件
5
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新闻文体结构
新闻文体的主体结构是由标题、导语、正文三部分组 成。
标题（headline）：浓缩概括全文的中心实质问 题。
导语（1ead or introduction）：通常为文章的第 一段。文章的第一段提供主要话题和最主要的事实。
正文（body）：在导语的基础上，引入更多的与
主题相关的事实，使之更加详实、具体，并展开评论，
quotes or more facts of lesser importance引语或次要的事实材料
minor details 细节材料 least significant information 最不
9
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The World’s Top Fashion Capital 2010
New York has reclaimed the title of the world's top fashion capital from Milan but the annual poll suggested the top five fashion cities are seeing competition from Asia and Australia.
按照事件的性质分类，新闻可分为“硬 新闻（hard news）和“软新闻” （soft news）两大类.硬新闻也就是 “纯新闻消息报道”，指题材严肃，具 有一定时效性的客观事实报道；软新闻 是指情感味浓，写作方法诙谐，轻松幽 默的社会新闻，不注重时效性。
4
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新闻英语中常见的体裁
新闻英语中常见的体裁主要有三大类： 消息（news）、特写（features）和新 闻评论（commentaries and columns）。
新闻汉译英ppt课件
新闻报道常使用被动句来突出事件 本身，而非行为主体。
篇章结构特点
倒金字塔结构
新闻报道常采用倒金字塔结构， 即重要信息放在开头，次要信息
放在后面。
标题醒目
新闻标题要求简洁明了、醒目吸 引人。
导语概括
新闻报道开头常使用导语来概括 事件主要内容，帮助读者快速了
解新闻大意。
03
新闻汉译英翻译技巧
案例一
经济政策的翻译。讲解如何理解经济政策背景、把握政策目标和 传递政策效应。
案例二
经济数据的翻译。分析如何准确翻译经济指标、解读数据变化和 传递经济形势。
案例三
企业报道的翻译。探讨如何展现企业文化、传递企业价值和确保 信息准确传递。
社会文化类新闻翻译案例
案例一
文化活动的翻译。重点讲解如何传递文化特色、展现活动亮点和吸 引目标受众。
04
典型案例分析与实践
政治类新闻翻译案例
案例一
01
政府工作报告的翻译。重点讲解如何准确翻译政治术语、把握
政策导向和传递政府声音。
案例二
02
领导人讲话的翻译。分析如何捕捉原文风格、传递讲话精神和
展现领导人形象。
案例三
03
国际会议的翻译。探讨如何克服文化差异、处理敏感问题和确
保信息准确传递。
经济类新闻翻译案例
03
教师引导与总结
教师引导学生进行深入讨论，总结新闻汉译英的要点和难点。
教师总结与建议
教师总结
教师对学生的实践环节和互动讨论进行总结，强调新闻汉译英的重要性和注意事 项。
建议与期望
教师提出针对新闻汉译英学习的建议和期望，鼓励学生继续努力提高翻译水平。
THANKS。
新闻翻译技巧[PPT课件]
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•
Japanese rocket launch delayed
• 【译】日本政府决定推迟火箭发射日期
有标点符号‘ ’ “:” “,” “━”的标题
• 用标点符号把标题中的中心词与修饰说明 性词隔开，以突出中心词，或表示同位结 构，引起读者注意。
• 翻译时可灵活处理，英语有此类标点 符号的标题，汉译时可用也可不用，英语 没有此类标点符号的标题，汉译时也可加 上此类符号。
【译】全球化：幸或不幸？
新闻报道的翻译
•
新闻报道涉及社会政治生活、金融商业活 动、军事冲突、科技发展、外交斗争、文 化体育动态以及宗教、法律、刑事、家庭 等等各个方面，因此新闻报道用词范围广， 新词语层出不穷。
• 翻译新闻时应密切注意原语的格调，以 “事实”或“消息”为准则，语言以“准 确”为核心，避免使用激情的词语除非顺 应原文的需要。翻译重内容，不必拘泥于 语言形式，译文不宜太俗也不易过雅。
新闻标题的翻译
• 英语新闻标题可以使用完整的句子(包括各 类从句、祈使句、疑问句)，也可使用名词、 名词短语、单词的首字母、缩略语、介词 短语等。谓语动词多使用一般现在时代替 过去时; 动词不定时代替将来时。非谓语动 词多用动名词、动词不定式、分词等。
完整句子作标题
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完整句子包括简单句、各类从句、祈使句、 疑问句，都可作新闻的标题，翻译时最好译 成汉语的词或词语形式，体现标题的特点， 而不是一句话，句末不用标点符号。 例如：1. World Eyes Mid-East Peace Talks (eyes=watches, observes) 【译】世界关注中东和平谈判 2. Education brings a better tomorrow 【译】教育改变未来生活 Private eyes seek legal recognition
英语新闻十篇+词汇+短语+翻译
【新闻一】欧洲杯期间谨防足球流氓原文British football supporters have a particularly bad reputation so much so nine crimes that only applied to the sport have been enforced. Elsa Ali finds find out why fans are given the red card. Scenes like these are not uncommon during football matches. Despite British football fans and hooliganism being considered synonymous abroad, fans here say that the troublemakers are few and because of them, that fans are all being treated like criminals. The sort of numbers that we're dealing with here 38 million people were attending football matches last season，and there were eighteen hundred and seventy arrests that sort of all that's a tiny tiny number. So most football matches are trouble-free，arrest free. There's a few bad apples they need to be targeted, but the behavior of fans is good. There are nine football-only crimes which wouldn't be considered a criminal offence if committed anywhere outside of a football stadium. They include encroaching on the pitch，drinking in view of the pitch or even reselling or giving away a ticket. And if those weren't enough, fans are also subjected to special powers. Football banning orders can impose restrictions such as not going within three miles of a football stadium on match days. Requirements to report to the police station at designated times or even surrendering your passport when your club or country are playing abroad. But The Home Office told us evidence shows the legislation has proved effective. Levels of football disorder have been significantly reduced since the introduction of football banning orders in 2000. But the policing is always proportional. Some fans feel like they're being unfairly targeted by government legislation forced by police forces up and down the country. We're here in Millwall whose supporters say they're routinely harassed by the authorities week in week out. Sometimes it starts before the trouble starts you know. They're trying to keep people in check sometimes it can cause more alceration. I have a lot of respect for the police. Because they have a lot of tough job to do in these day. It's not their fault. Sometimes they're told what to do by other people. At the end of the day, people are just trying to watch a football game. And I think we gave more than most things. Indeed several of the Millwall fans that we spoke to concede that they have a bad reputation. It was their supporters we saw at the beginning of the piece fighting with Barnsley fans during the recent League One play-off final at Wembley. But what if the police start arresting people for slightly less a crimes. As we were celebrating, I got pulled out a crowd and you know I was arrested for common assault. Many football fans might have a problem sinking their teeth into laws being used for seemingly bizarre charges. But it's a tough time for police aroundfootball supporters after the recent hillsboro ruling and worries about terrorism are heightened as the Euro Tournament kicks off in France this week. There is no doubt there will be on the highest alert. so maybe leave the inflatable sharks at home. Elsa Ali London.翻译英国球迷风可谓臭名昭著，执法部门对此制定了九项足球犯罪。
新闻汉译英ppt课件
句式转换不自然
总结词
在将中文新闻翻译成英文时，句式转换不自 然，影响阅读流畅度。
详细描述
由于中英文句子结构存在较大差异，直接翻 译可能导致句式生硬、不流畅。译者需熟悉 中英文句式转换技巧，根据英文表达习惯对 原文进行适当调整，使译文更加自然流畅。
文化差异导致的歧义
总结词
中西方文化差异导致某些表达方式在英文中 产生歧义。
详细描述
政治新闻涉及国家政策、政府工作报 告等重要内容，翻译时需确保准确传 达原文意义，不出现歧义。同时，要 注重专业术语的准确翻译，确保译文 的专业性和规范性。
经济新闻汉译英
总结词
保持原文语义清晰，注重数字和术语翻译
详细描述
经济新闻涉及经济数据、市场动态等内容，翻译时需保持原 文语义清晰，确保读者能够理解。同时，要注重数字和术语 的准确翻译，确保译文的准确性和专业性。
社会新闻汉译英
总结词
注重语言地道，反映社会现象
详细描述
社会新闻涉及社会热点、民生问题等 内容，翻译时需注重语言地道，反映 社会现象。同时，要关注文化差异， 避免因文化背景不同而引起的误解。
文化新闻汉译英
总结词
传递文化内涵，注重表达方式的转换
详细描述
文化新闻涉及文化艺术、历史传统等内容，翻译时需传递文化内涵，注重表达方式的转 换。同时，要关注语言风格和文化背景的差异，确保译文能够被目标读者所接受和理解
05
新闻汉译英发展趋势与展 望
人工智能在新闻汉译英中的应用
机器翻译
利用人工智能技术，实现 快速、准确的新闻汉译英 翻译。
自然语言处理
提高翻译的流畅性和自然 度，使译文更加贴近原文 语境。
数据驱动
通过大量语料库的训练和 学习，提高翻译的准确性 和专业性。
传媒英语 unit 8
Unit 8 AdvertisingContents:Background informationKey to the exercisesTranslationSupplementary ReadingPart One Background Information:1. Information Related to Lead-in Question 2:Zapproofing (防止忽略) the adsWhen people don‟t care for a commercial, they have a weapon to express their dislike---- the remote control. Ever since its arrival in viewers‟homes, this simple piece of technology has enabled viewers to avoid advertisements they dislike by pushing one button. Readers have been flipping past print ads for years by turning pages; with the remote control, viewers can just as easily flip past television commercials. Moreover because the new viewing environment with more networks, independents, and cable channels offers so many attractive alternatives, viewers are zapping(跳过广告) more frequently than ever before.Zapping is one type of avoidance; another is zipping（跳过广告）, which means fast-forwarding past the commercials on prerecorded videotapes. A related behavior is grazing（精确掐掉广告）, which means flipping around the channels, stopping now and then to look briefly at something, and then moving on. A person adept at grazing knows when a commercial break is about to begin and can time the cycle to return to the original program just as the break ends.The Pretesting Company of Englewood, New Jersey, analyzes commercials to determine where in a commercial audience members are likely to zap it. By knowing when and what turns people off, the company can tell which commercials stand a better chance of not being zapped. For example, Pretesting found that the word period in commercials for sanitary pads and tampons was embarrassing for women viewers. In laboratory studies some 60 percent of the women viewers, upon hearing that word, zapped the commercial before it was complete.The Pretesting Company has found that comparative ads and ads that leave out the brand name until the end are prone to zapping, as are parodies of other commercials, especially if people don‟t like the originals. A number of agencies are using this service to isolate problems and to develop ads that will capture and hold viewers attention. The key to zapproofing is to develop ads with “stopping power.‟ Of course, once the ad arrests viewers‟ attention, it must continue to hold attention by addressing needs that are relevant to viewers‟ interests.2. Information Related to Lead-in Question 3The Psychology of AdvertisingHow does advertising work? This is a very complex question. One thing we do know is that advertising may communicate a number of messages in a number of areas simultaneously. For example, at the same time you understand a copy point, you may also be forming a favorable or an unfavorable opinion of the product being advertised. The message‟s impact on both knowledge and liking can happen simultaneously. The following discussion will analyze how advertisingworks in terms of four basic psychological categories: perception, awareness, understanding, and persuasion.Perception: creating stopping powerWhen something has been perceived, the message has registered. One of the biggest challenges for advertisers is simply to get consumers to notice their message. This is harder than it appears. Not only do consumers miss more than half the messages directed at them, other messages continuously compete for their attention.Awareness: making an impressionOnce a message has been perceived and has caught your attention, your perceptual process can move on to the next step, which is awareness of the message and the product. Awareness implies that the message has made an impression on the viewer or reader, who can subsequently identify the advertiser. Note that although awareness of the advertising comes first, awareness of the advertising is not the ultimate objective. As far as the advertiser is concerned, the ultimate objective is awareness of the product, not the advertisement.Attention is a message-design problem. The advertising message can, and must, compete with other messages in the same medium. Within a news medium, the advertising has to be able to compete with the intrinsically interesting nature of the news. In an entertainment medium like television, the advertising has to compete with the mesmerizing entertainment values of programming.Understanding: making it clearBeing aware of the message is not enough. The message must be understood as well. Understanding refers to a conscious mental effort to make sense of the information being presented. That is how we learn things. Whereas attention can be a relatively passive response, understanding demands an active response from the reader or viewer. It is an important part of the process of dealing with information. First we find ourselves interested, then we learn something about the subject of our interest, then we file it away in our memories. That is called knowing.Understanding is particularly important for ads that present a lot of information ---- brand, price, size, how the product works, when and where to use it, and so on. When product differences exist, the features and how they translate into selling points are also important pieces of information to understand. An important requirement of informational advertising is that the explanation be clear and relevant to the prospect（潜在顾客）.Persuasion: making moving messagesIn addition to providing information, advertisements must persuade people to believe or do something. A persuasive message will try to establish, reinforce or change an attitude, build an argument, touch an emotion, or anchor a conviction firmly in the prospect‟s belief structure.Believability is an extremely important concept in advertising. Do consumers believe the messages? Are the claims believable? Do spokespersons（代言人）, particularly authority figures, have credibility? Consumers say they do not believe in advertising claims, but at the same time they find advertising helpful in making better decision. Recent research has found that although consumers want proof of the validity of advertisers‟ claims, they do no require very convincing evident to accept claims.3. Information related to Intensive Reading:Upfront week:In the North American television industry, an upfront is a meeting of television network executives with the press and, more importantly, with major advertisers. It is so called because it signals the start of an important advertising sales period, allowing marketers to buy commercial airtime "up front," or several months before the season begins.In the United States, the major broadcast networks' upfronts occur in New York City during the third week of May, the last full week of that month's sweeps period. The networks announce their fall primetime schedules, including tentative launch dates (i.e. fall or midseason) for new programming, which may be "picked up" the week before. The programming announcements themselves are usually augmented with clips from the new series, extravagant musical numbers, comedic scenes, and appearances by network stars, and take place at grand venues such as Radio City Music Hall or Carnegie Hall. Most cable networks present earlier in the spring; press attention to these announcements is usually much lighter.Upfronts in Canada are similar but occur in the first week of June, after networks there have had a chance to buy Canadian rights to new American series. Both broadcast and non-broadcast channels make presentations, with a single event per ownership group.Broadcast network:A broadcast network is an organization, such as a corporation or other association that provides live or recorded content, such as movies, newscasts, sports, and public affairs programs for broadcast over a group of radio or television stations. They are generally primarily either a television network or a radio network, although some organizations run both types of networks.Replay TV and Digital Video Recorder (DVR):Replay TV was a brand of digital video recorder (DVR). The DVR (similar to a VCR, but recorded onto a hard drive instead of videocassettes) allows its subscribers to digitally record up to300 hours of TV (broadcast, cable, or satellite) or 32 hours in high definition.Replay TV service was only available in the United States via its subscription program. Through the subscription service, searchable program guides were downloaded to the Replay TV unit nightly. Older units were only able to accomplish this download via a dial-up connection. Newer units were also capable of downloading program guides via the user's existing internet connection (broadband or DSL), as well as via the dial-up connection.Like other PVRs, Replay TV allowed the users to record television programs. The subscription service was operated on a monthly fee, or one time payment, lifetime subscription. Each individual unit required a separate subscription. Older units, like the 2000 and 3000 series, did not require monthly subscription fees, and those units that are still in operation continue to receive programming data without a subscription.Clutter:Clutter is a term used to describe the phenomenon of a marketplace being full or even overcrowded with products. It also refers to the extreme amount of advertising the average American sees in their daily lives. Clutter is a major problem for marketers and advertisers.Syndication:Sell or distribute a television program or series to one or more local stations. Syndicated programs include reruns of former network presentations, made-for-TV movies, and film presentations.一年四季美剧和美国电视界的谈资8月底：美国电视剧新季度初开，主要以FOX为代表，这两年都是Prison Break作为每季度第一部首映的电视剧。
新闻听力Unit 8
Unit 8 Business and EconomySection Awarming up1. signing up for booms2. layoffs competitive3. consumer spending upsurge4. take over5. opening up6. inflation interest rates7. subsidies8. drop in profits9. stake10. stockholdersSection B1. D2.B3.C4.A5.BTapescript:1. The Dow Jones Industrial Average closed up 104 points to 11,076 in active trading today. The NASDAQ closed up 12 at 2,262. And the S&P closed up 9 points today to 1,281. The S&P was down 5 points for the week.2. American beef is back in the Japanese market and slated to return to South Korea soon. But for America’s beef exporters who lost two of the three largest markets in 2004 after a few cases of mad cow disease were discovered in the U.S., it is going to be an uphill struggle.3. The executive board of the International Monetary Fund meeting in Washington has agreed to write off more than three billion dollars in debt owed to it by some of the world’s poorest countries.4. Ford Motor Company plans to close truck manufacturing plants in Virginia and Minnesota in 2008. the closure is a part of Ford’s effort to make its North American operatio ns profitable again.5. The New York Stock Exchange enters a new era tomorrow morning. For the first time in its history the exchange will become a for-profit entity that sells its own shares to the public.Section CItem 11. Exceeding his mandate.2. Offering aid t less-developed countries.√3. Failing to sign the new global trade agreement√4. Making too many concessions.5. Failing to negotiate a better price for EU farm produce. √6. Failing to act in the interest of EU agriculture.7. Suspending EU aid to agriculture. √Tapescript:The European Trade Commissioner Peter Mandelson is facing criticism from France and some other countries over negotiations on a new global trade agreement. At today’s EI foreigner ministers meeting Mr. Mandelson is being called on to clarify concessions he is said to have made to reduce EU farm subsidies as part of a deal to help less-developed countries. There were suggestions the cuts are more generous than those agreed by EU member states and that Mr. Mandelson is exc eeding his mandate. He’s denied the accusation.Item 2Task 11. T2.F3.T4.F5.FTask 21. a record high in part disruptions in supply2.concern nuclear dispute civil violence3. weren’t growing invent oriesTapescript:Oil prices hit a record high of more than 71 dollars a barrel today in part because traders were worried about possible disruptions in supply. Analysts said there are concerns about the nuclear dispute with Iran and civil violence in Nigeria, both important oil suppliers. The rise in oil prices comes despite a new report from OPEC that predicts a weakening in world demand for oil. Analysts said it weren’t for concern about supplies, growing inventories of crude oil would be forcing prices down.Item 31. To pay 15 million dollars2. Because the gyro chip has military applications.3. The Arms Export Control Act.4. A license required for foreign sales.5. Handled the matter differently.Tapescript:Boeing has agreed to pay 15 million dollars to settle a dispute with the State Department over foreign sales of commercial aircraft equipped with a small gyro chip that has military applications. The chip is used in some missile guidance systems. The fine is among the largest ever paid by a company for violation of the Arms Export Control Act. Boeing failed to get the license required for foreign sales and then continued the sales even after the Sales Department told the firm to stop. Boeing spokesman says in hindsight the company should have handled the matter differently. Section DThe IMF Report of Global (1) EconomyThe Report It is released every (2)two yearsIt was released at a joint meeting with (3) the World Bank;.It was released in (4) Singapore,The IMF Forecast With a (5) 5.1 % growth, Year 2006 is (6) the 4th consecutive year of global economic growth; Year 2007 will witness a growth of (7) 4.9%; Both forecasts are slightly (8) higher than the April (9) estimates.The IMF Warning Economic threats include:? Rising inflation? (10) Increasing oil prices,? (11) Slowing of the U.S. housing marketThe World Bank’s Criticism Singapore was criticized for (12) barring some activists from entering the country.Tapescript:The International Monetary Fund says the world economy will enjoy strong growth in 2006 marking the 4th consecutive year of expansion. The IMF released its twenty-year report on the global economy today at a joint meeting with the World Bank in Singapore. The lending agency predicts the world economy will grow 5.1 % this year and 4.9% in 2007. Both forecasts are slightly higher than previous estimates in April. The IMF also warns of some economic threats, including rising inflation, increasing oil prices and slowing of the U.S. housing market. Meanwhile the World Bank is criticizing Singapore for barring some invited activists from entering the country to attend the meeting.Item 2Task 11. B2.A3. DTask 21. T2.T3. F4.T5.FTapescript:The European aircraft manufacturer Airbus has confirmed that deliveries of its giant new A380 airliner will be delayed by a further year. The Dubai-based airline Emirates, the largest customer for the new plane, said it would review its options following the announcement. Here is our business reporter Theo Legit.It’s the latest in a series of delays which have called the credibility of the 14-billion dollar project into question. Airbus says it’s in discussions with its customers over how much compensation they will be paid. The company has announced plans for an aggressive cost-cutting program intended to save two and a half billion dollars a year. However, it is yet to confirm whether this will involve job losses at its plants in Germany, France and Britain. The parent company of Airbus, EADS, says that the delays to A380 will cut 6 billion dollars from its profit over the next four years.Item 31. Its reserves of foreign currency have hit one trillion dollars.2. It has been build up by China’s huge trade surplus with the rest of the world.3. T hey are another indication of China’s fast-growing economic influence.4. 860 billion dollars. less than 100 billion dollars.Tapescript:China has passed another milestone in the growth of its global economic influence. Its reserves of foreign currency have hit one trillion dollars. This massive sum has been build up by the success of China’s exports which has created a huge trade surplus with the rest of the world. Our economic correspondent Andrew Walker reports.This is yet another indication of China’s fast-growing economic influence. Japan with around 860 billion dollars has the next largest reserves. The figure for the United States is less than a tenth of China’s. This huge portfolio has been built up essentially as an indirect result of the surplus in China’s trade with the rest of the world.Section E1. Four civilians also died when their car hit Kostoyev's armored vehicle which police say was thrown about 20 meters by the explosion.2. A suicide bomber detonated a blast that caused a gasoline tank truck to explode south of Baghdad today, killing at least 54 people and wounding dozens of others.3. Spain's Prime minister has announced the first meeting of what he is calling "an alliance of civilizations to combat terrorism.4. Authorities say no explosive have turned up on the Southwest Airline's jet despite a note claiming a bomb was on board.5. Authorities say a Columbian airliner with 25 people on board has been hijacked. Police say one of the passengers is a Columbian congressman.Unit 9 Military AffairsSection DItem 1 Tapescript North Korea fired a seventh missile today hours after earlier missile tests sparked international condemnation. Six of the missiles fired were short-range and fell into the Sea of Japan. One was the long-range Taepodong-II rocket, which is capable of reaching the United State. The White House says officials believed the missile failed less than one minute after launch and was not aborted. It felled into the Sea of Japan. North Korea’s Foreign Ministry described the missile tests as a matter of national sovereignty. Ministry officials say no country has the right to judge North Korea for carrying out the tests. The United Nations Security Council is holding an emergency session today to discuss the tests. White House spokesman Tony Snow says the key is to get North Korea back to the six-party disarmament talks. He says the United States and its foreign negotiating partners in the talks will determine together how to move forward.Key: 1. Six 2. short-range 3. Sea of Japan 4. long-range 5. capable of 6. failed 7. after launch 8. was not aborted 9. national sovereignty 10. judge 11. carrying out 12. an emergency session 13. key 14. disarmament talksItem 2 Tapescript Seven people aboard a Russian submarine that had been stranded on theocean floor since Thursday were rescued today. Officials with the Russian Pacific Fleet say all the crewmen aboard a buried submarine survived their three-day ordeal in good condition. They left the vessel unassisted when it was raised to the surface and were immediately taken for medical exams. A British remote-controlled diving vehicle cut military antenna cables that have been holding the sub nearly 200 meters down in the north Pacific Ocean. Russian officials say that the sub was raised at emergency speeds due to fears that the crew was about to deplete the air supply. The United States and Britain both rushed rescue equipment to aid the Russian naval crews. The pacific Fleet spokesman says that the successful rescue was made possible thanks to the joint efforts.Key: Task 1 1. A 2. B Task 2 1. T 2. T 3. F 4. F 5. T 6. T 7.FItem 3 TapescriptIsraeli ground troops clashed with Hezbollah guerrillas in Lebanon today as more Israeli air strikes killed 49 people in Lebanon. Lebanese officials say at least 12 of the death were in a village near the southern port city of Tyre, where Israeli attacks flattened houses. Israel says it is hitting suspected Hezbollah strongholds. Israeli warplanes also blew up a truck in a Christian neighborhood of Beirut today. Near the border, an Israeli general says ground troops are conducting incursions to attack Hezbollah outposts. Unconfirmed reports in Arab media say at least two Israeli soldiers were killed in the fighting. Hezbollah guerillas fired several more rockets into Israel today, killing two Israelis in the city of Nazareth.Key: 1. 49 Lebanese were killed and houses in a village near the southern port city Tyre were fattened. 2. Israel says it is hitting suspected Hezbollah strongholds. 3. Israeli warplanes also blew up a truck in a Christian neighborhood of Beirut. 4. Israeli ground troops are conducting incursions to attack Hezbollah outposts. 5. Hezbollah guerrillas fired several more rockets into Israel today, killing two Israelis.Section E Exercise --- Summarizing the Main Idea(I) Tapescript 1. Retired General William Westmoreland who commanded U.S. forces in the Vietnam War was buried today at the U.S. Military Academy at West Point.2. Hundreds of marine(s) and Iraq troops are taking part in a new offensive targeting an area thought to be a stronghold for foreign fighters and other militants.3. At least two missiles were fired early today from the area of Arcaba, Jordan towards U.S. Navy ships docked at the port there.4. The U.S. military says it will free 1,000 inmates from Iraq’s Abu Ghraib prison.5. The United States and Japan have announced an agreement that will have the U.S. reduce by nearly half the number of marines stationed on the island of Okinawa.Key: 1. Westmoreland buried at West Point / Vietnam War commander buried at West Point.2. New offensive targets Iraqi militants stronghold3. U.S. ships suffer missile attacks (in Jordan)4. Abu Ghrib inmates to be freed5. New agreement reached to cut marines by half in Okinaw。
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2.借用人、物名称
新闻报道中经常借用人名、地名、物名等 专有名词来表示某一意思，例如:
用首都名称代表某国政府 用建筑物的名称代表有关的组织机构
既生动形象又便于理解，这也是新闻英语 的一大特点。
2.借用人、物名称
White House Pentagon Elephant 指美国共和党； Hollywood Wall Street Downing Street 指英国首相府／英国首相／英国政府／英 国内阁等。
第八章 新闻翻译
Teaching Objectives:
1. Have a good understanding of stylistic features concerning English news (45 minutes); 2. Have a good master of the skills used in translating headline, jargon, slang, idiom and new coined words. (90 minutes). 3. Be aware of some strategies adopted in translating metaphors (45 minutes). 4. Have an analysis of either good translated versions or mistranslated ones. (90 minutes)
5.黑体
为了达到夺目的效果，新闻报道的标题多 用黑体，与导语和正文相比字号较大并且 多为
居中型 左对齐 倒金字塔型。
“本· 拉登被击毙”的英语新闻报道中， 《纽约时报》的标题是黑体居中，而新华 社新闻网的相关阅读栏的标题很多是倒金 字塔形，如：
5.黑体
Bin
Laden Is Dead, Obama Says
新闻英语
新闻英语是在新闻学、传播学、社会学、政 治学、经济学等多种学科和语体的综合影响 下所形成的，因而颇具研究价值。新闻英语 作为一种应用语言，因其所具有的特殊性， 已逐渐从普通英语中独立出来，其用词造句 等方面也与普通英语有着不少差异，从而使 之成为一种具有鲜明语言形式和文体特点的 语言资料。
B. 一般将来时
The infinitive is often used for something that will happen. For example, Wheat harvest to enhance food security 小麦丰收将加强食品安全 US$3M fund to aid poor college students 300万美元将用于资助贫困大学生
4．标点（Punctuations）
英文标题一贯注重结构精炼，并不使用所 有的标点符号。即便使用某个标点符号， 其主要目的不外乎两种，
一是区分表示各句子成分句群之间的关系； 二则旨在进一步节省标题字数。
现简要介绍一下标题中常见的几种标点符 号的用法：逗号（and，冒号（say or verb “be”）见（P143）
2)连词“and”的省略，通常用逗号代 替
China，US warned of repeat of Cold War China and US warned of repeat of Cold War
Platinum, diamond market sparkling Platinum and diamond market sparkling
(The New York Times)
Killing bin Laden more symbolic than actual meaning
二、新闻词汇的特点
用词简明扼要
借用人、物名称 新词层出不穷 生造词新颖别致 缩略语屡见不鲜 时髦词过目难忘
1. 用词简明扼要（Short and simple words are preferred）
declare, urge, call, tell, warn, confirm, add，
1. 用词简明扼要
Call for probe into US banking practices. Twists and Turns on Way to Arms Pact with Russia. World eyes mid-East peace talks Beijing: Tokyo must back words with actions 中国认为：日本必须拿出行动来支持自己的言论 Suspects held Suspects are arrested.
2008 Olympic security budget ready for approval 2008 Olympic security budget is ready for approval
5)助动词的省略
China urged to speed up scientific pursuits China is urged to speed up scientific pursuits
C. 现在进行时
The present participle is often used for something that is happening, while the past participle is mostly used for the passive voice rather than the past tense. For example, Across US residents (are) opening homes to Katrina refugees 全美居民为“卡特里娜” 飓风灾民敞开家园 US congress (is) sending $ 10.5B in relief aid 美国国会送出105亿美元救济金
Three dead after inhaling oven gas Three are dead after inhaling oven gas
Courses on Practical Skills Popular with Students Courses on Practical Skills remain Popular with …
3.新词层出不穷
贬义词的词义升格(elevation)。如：
3.语态
标题中的动词表示被动语态时，被动语态结 构中“be+过去分词”形式中的助动词“be” 通常被省略，也经常不用“by”来引导动作 的执行者，剩下的过去分词在英文新闻标题 里就可直接表示被动意义。For example, New concepts (are) wanted to solve water shortage 解决水资源匮乏所需的新观念 U.S. (was) attacked 美国遭袭
1. 用词简明扼要
More
examples:
cut= reduction blast = explosion top = exceed tie = relation aid = assistance prevent bar= drop = decrease
1. 用词简明扼要
hit, wreck, hurt, ruin =damage drop, give up, quit, skip, yield =abandon blast, ram, crash, smash =explode
1)冠词基本省略
Top Pakistan judge dismissed after refusing to take oath (= A top Pakistan judge dismissed after refusing to take oath) China sees housing as engine to drive economy (＝China sees housing as an engine to drive the economy) Hungry dog saves abandoned baby (=A hungry dog saves an abandoned baby) Location of 2003 Grammy undecided The Location of the 2003 Grammy Awards undecided
U.S., Vietnam resume talks U.S. and Vietnam resume talks
3)人称关系代词的省略
Daewoo to increase investment in China Daewoo to increase its investment in China
A.一般现在时
Comeback gives China a sensational Thomas cup win The comeback gave China a sensational Thomas cup win 中国队反败为胜，荣获汤姆斯杯 Husband and Wife Team Unlocks New Gene Secrets The Husband and Wife Team Unlocked New Gene Secrets 夫妻联手解开新的基因奥秘
2.借用人、物名称
How White House Managed the News？ 白宫如何控制新闻? World Leaders Line up for White House Attention. 各国领导人竞相争取白宫的重视。 Big Banks Paid Billions in Bonuses Amid Wall St. Crisis.