unit 2 basic translation strategies 翻译方法

Advertising

Advertising has become a very specialized activity in modern times. In the business world of today, supply is usually greater than demand. There is great competition between different manufacturers of the same kind of product to persuade customers to buy their own particular brand. They always have to remind the customer of the name and the qualities of their produce. They do this by advertising.

The manufacturer advertises in the newspaper and on posters. He sometimes pays for songs about his product in commercial radio programmes. He employs attractive salesgirls to distribute samples of it. He organizes competitions, with prizes for the winners. He often advertises on the screens of local cinemas. Most important of all, in countries that have television he has advertisements put into programmes that will accept them. Manufacturers often spend large sums of money on advertisements. We buy a particular product because we think that it is the best. We usually think so because of the advertisements that say so. Some people never pause to ask themselves if the advertisements are telling the truth.

My Version:

在现代，广告已经成为一种非常专业的活动。如今的商业界，通常是供过于求。生产同一类产品的不同商家为说服消费者购买自家品牌的产品而激烈竞争。他们不得不经常向消费者宣传其品牌名称及产品质量。而他们的宣传手段就是广告。

商家通常是在报纸上和海报上为产品做广告。有时也会付费在电台的商业节目中播放其产品的宣传音乐。他会雇佣迷人的女孩作为销售人员分发其产品样品。他会组织比赛，为获胜者提供奖品。他还常常在当地电影院的荧屏上打广告。最重要的是，在有电视的国家里，商家会在电视节目中插播广告。商家经常在广告上花大钱。我们购买某个产品是因为我们认为它是最好的。而我们之所以这样认为是因为广告是这么说的。某些人从不花时间停下类问问自己这些广告是否属实。

Dr.Zhu's V ersion:

广告——杰克•富兰克林

广告已经成为一项非常专业化的活动。今日商界，供通常大于求，为说服顾客购买自己的品牌，同行之间竞争激烈，他们无时无刻不在提醒消费者自己品牌的存在，宣传自己产品的种种优势，所采用的方法就是——广告。

制造商们利用报纸、海报做广告，有时在商业电台节目里用花钱买广告歌的形式促销自己的产品，还雇美女做销售四处分发产品样本，更组织各种比赛活动并给优胜者颁奖。很多时候，制造商还在当地影院的电影银幕上投放广告，不过最重要的一个广告手段则是在电视普及率较高的国家把广告植入节目之中。总之，在广告上，制造商们常常投入大量资金。

作为消费者，我们购买自认为最好的产品，之所以认为某个产品最好，是因为广告就是这么说的——某些消费者从来不驻足自问：广告说的都是真的吗？

Transliteration 音译

●English places and names:

Houston 休士顿

✓Peter Newmark 彼得•纽马克

✓Eugene Nida 尤金•奈达

Berthune 白求恩

✓→翻译大师，看其作品。

✓→还可看商务印书馆出版的世界地名、人名词典

汉文字的表意性

Three "beauties" of Chinese names:

1.Beauty in sound 音美

2.Beauty in content 意美

3.Beauty in form 形美

Beauty in sound ：人名的平仄、仄平

●汉字的四种声调又分为平声（Level Tone）和仄声（Oblique Tone）两大类。其中第一

声（阴平）和第二声（阳平）通称平声。平声是没有升降的，较长的。而第三声（上声）和第四声（去声）通称仄声。旧读入声的字也归入仄声。入声（Entering Tone）是古代汉字的一种声调，属仄声，指一个音节以破音/p/、/t/、/k/、/x/作结，发出短而急促的子音。

林语堂、余秋雨、毛泽东、胡锦涛、温家宝、奥巴马/欧巴马

Beauty in content

Beauty in form

●Emma Hog、 Gary Faye Locke(骆家辉)、Jane Eyre 简•爱

●The Libyan Strongman,Moammar Gadhafi came to power in Libya on September

first,nineteen sixty-nine. 卡扎菲

●Marilyn Monroe 玛丽莲•梦露

President Monroe 门罗总统

Any exception?

●Peter Pan 小飞侠

(Peter Pan is a character created by Scottish novelist and paly writer

J.M.Barrie(1860-1937). A mischievous boy who can fly and magically refuse to grow up)

●Elvis Aron Presley 猫王（The Hillbilly Cat）

Part Translation

Inch 英寸

Zero Translation 零翻译

●Letter words:

WTO, DNA, DVD, ADHD(Attention-Deficit Hyperactivity Disorder), CEO

● A new phenomenon

Hi, pose, bye-bye, out, shi fu, Bu zhe teng!

Literal Translation 直译

VIPs

Obey your thirst

A barometer is used for measuring atmospheric pressure.

What Literal Translation Can Accomplish

1.Being faithful to the original in ideological content

The relentless pursuit of perfection.

2. Reflecting the scene and flavor of the foreign country concerned. Negotiating table 谈判桌

3.Absorbing the new ways of expression

Acting cute 卖萌 a weibo mania 微博控

“轻轻地我走了，正如我轻轻地来。我挥一挥衣袖，不带走一片云彩。”《再别康桥》