商务现场口译译文及练习答案.docx

1、商务现场口译译文及练习答案Unit 6I.You are going to hear a short passage about advertising. Listen to the passage carefully and note down what you hear. Pay attention to the structure of your notes. Then interpret your notes in the target language.Advertising Advertising reaches people through various forms of ma

2、ss media. These media include newspapers, magazines, television, radio and posters and hoardings. Advertisers buy space in newspaper and magazines to publish their advertisements. They buy time on television and radio to broadcast their commercials. One of the many advantages of newspapers is that m

3、ost adults read a daily newspaper, and many of them specifically check the advertisements for information about products, services, or special sales. Magazines are usually read in a leisurely manner and are often kept for weeks or months before being discarded. One of the main advantages of televisi

4、on to advertisers is that it brings sight, sound and action directly to consumers in their homes. An advantage of advertising on radio is that people can listen to programs while doing other things, like driving their cars or working at home.II. Phrase Interpreting Ask the students to interpret the

5、following words and phrases into Chinese or English respectively with the help of the language bank in the Students Book.A 1. Swatch 2. Ericsson 3. Rejoice 4. Seven-up 5. Nokia 6. Honda 7. Philips 8. Olympus 9. Marlboro 10. Lexus 1斯沃奇。 2爱立信 3飘柔 4七喜 5诺基亚 6本田 7飞利浦 8奥林巴斯 9万宝路 10雷克萨斯 B 1消费者广告 2企业广告 3地方广

6、告 4全国广告 5全球广告 6印刷广告 7电子广告 8户外广告 9商业广告 10网络广告 1. consumer advertising 2. business advertising 3. local advertising 4. national advertising 5. global advertising 6. print advertising 7. electronic advertising 8. out-of-home advertising 9. commercial advertising10. Internet advertisingIII. Sentence Int

7、erpreting Put the students into pairs and ask them to do the activity. Have one student read the following sentences and the other interpret them one by one. When the students have finished, ask them to compare their sentences with the reference.A.1. Along with Chinas entry into the WTO and more bus

8、inesses going international, English advertisement has gradually become a major tool for enterprises to promote exportations and to develop foreign markets.2. Advertising can incorporate controversial political tones, social tones, partial nudity, etc. to capture the attention of consumers and entic

9、e them to make a purchase.3. Vacuum cleaner of this brand is competitive in the international market and it is the best- selling product of the same kind.4. The computer we produced is characterized by its high quality, compact size, energy saving qualities and is also easy to operate.5. With the ra

10、pid development of world economy, newspapers, magazines and television companies are dependent on advertising for a large part of their income. 1随着我国加入WTO以及对外经济交往迅速加深与扩大，英语广告已逐渐发展成为企业促进出口销售，开拓海外市场的一个主要手段。2广告可以利用有争议的政治话题、社会话题作由头宣传自己，也可以直截了当地推销自己的产品以抓住消费者的注意力，引导他们购买产品或服务。3这种牌子的吸尘器在国际市场上颇具竞争力，是同类产品中最畅销

11、的。4我们生产的电脑具有品质好，体积小，节省能源的特点，而且易学好用。5随着世界经济的发展，报纸，杂志和电视台的大部分收入便取决于广告。B1如果广告的写作者只是简单地把国内成功的广告翻译成英文，往往不会成功。2作为中国最重要的汽车展之一，“20XX年中国汽车展”将于六月在北京国际展览中心举行。3互动电视提供了崭新的视听空间，集娱乐、购物、营销和广告于一体。4在英国，电视上广告必须服从严格的规定。5我们的产品具备了您所需要的各项特色，而且比日本产品便宜20，所以我们向您极力推荐。1. If the advertisers simply translate the successful ads a

12、t home into English, it is quite likely that they will not succeed.2. As one of the most important auto shows in China, China Auto 2006 will be held in June at the China International Exhibition Center, Beijing3. Interactive TV moves television into an entirely new medium combining entertainment, sh

13、opping, marketing and advertising.4. Advertising on British television is subject to strict regulations.5. As our product has all the features you need and is 20% cheaper than that of Japanese product, I strongly recommend it to you. Text A All ads want you to like the product. Even very informative

14、 ads can be delivered in such a way as to have human appeal and interest. For instance, a print ad for a luxury car, if it shows two ear engines side by side, a full cocktail glass on each, one vibrating and one still, then your attention is immediately captured. The copy or the wording, then explai

15、ns that this is the way the smoothness of a BMW engine is tested before it leaves the factory. The ad is informative, technical and yet has a human touch. Also clients and agencies will try to develop a personality for the brand of their products so that the customer will come to like the personalit

16、y and feel its a friend and therefore become a loyal purchaser of that brand only. Well, let me give you an example. You know how fond the British are of animals, especially dogs and cats, well, Andrex is a well-known brand of toilet paper and it always uses a golden-colored puppy in its ads. Usuall

17、y a little scene is shown. It could be that the puppy is playing with the toilet roll in the upstairs bathroom, and wraps himself up in it and runs downstairs, unrolling the paper behind him right through the kitchen and into the garden.The setting is always a clean and bright house, the puppy is sw

18、eet and soft and his mischievousness endears him immediately to all the viewers. We enjoy watching the story and the puppy, and the message comes across that this product is strong, long and soft. We start to associate the puppy ads with the name Andrex. 所有的广告都希望你喜欢它的产品。即使是信息性很强的广告，也可以做得很有人情味、富有情趣。比

19、方说，有个豪华小汽车的图片广告，上面两个汽车发动机并列，每个发动机上摆着一满杯鸡尾酒，一个酒杯摇摇晃晃，另一个酒杯纹丝不动。这就立刻引起你的注意。于是广告文字就告诉你，宝马牌的发动机出厂前就是用这种办法来检验它的平稳性能的。这是一份属于信息性和技术性的广告，但却有人情味。此外，客户和广告公司还想方设法使产品的牌子带有一种个性，使消费者对这种个性产生好感，感到亲切，从而变成只买这个牌子的忠实买主。 我来给您举个例子吧。您知道，英国人很喜爱动物，特别是狗和猫。Andrex是一种名牌卫生纸。它总是用一只金色的小狗做广告，往往还给你来个小小的表演。比如说，那只小狗在楼上浴室里玩卫生纸卷，把自己给缠住了

20、，它往楼下跑，纸卷打开了，拖在它的后边，它经过厨房，一直跑到花园里。背景是一套整洁明亮的房子。小狗柔顺可爱，它这些小淘气动作立刻受到了广大观众的喜爱。我们喜欢观看这段情节和小狗，同时也得到了这样一个信息：这种纸质地坚韧，又长又软。于是我们便开始把Andrex这个牌子和小狗广告联系了起来。IV. Coordinating-Field InterpretingZhang：现在我们来谈谈广告。我们每天都看到广告，可是我们当中没几个人了解广告是怎么制作的。Interpreter: Now lets talk about advertising, for its something we all enc

21、ounter daily, but few of us know much about how it is put together. Pamela: OK, where shall we start?Interpreter：好吧。从哪儿谈起呢? zhang：您是客户经理，您不妨先谈谈什么叫做客户业务经理。Interpreter: You are an account director. Why dont you explain what that actually means? Pamela: An agency is divided into three main sections: On

22、e is the media department, which advises and plans which newspapers, magazines or television stations a client should use and also buys the space or TV time for the client. The creative department: This is possibly the most important section of the agency, I suppose, as here you would find the copyw

23、riters and artists who actually create the ads. And then there is the account service department, which is where I fit in.Interpreter：一个广告公司分为3个部门。第一个是宣传媒介部。它负责向客户建议在哪家报刊、杂志或者电视台刊登广告，做出计划，并且代客户购买报刊版面或电视播放时间。第二个是创意部。我想这可能是广告社里最重要的部门。在这里，你可以见到实际创造广告的撰稿人员和美术家。还有就是适合我本人工作的account服务部。 zhang：你是说你管财务?Inter

24、preter: Does that mean you handle the finances? Pamela: No, no! Not at all. Account in this context simply means client. So an account director is responsible for all the business with possible 2, 3 or 4 clients, depending on how big the clients are.Interpreter：不，不是那样。“account”这个词在这里是客户的意思。客户业务经理负责两

25、三个或者四个客户，数目可根据客户大小而定。 Zhang：看来你们客户服务部是广告社直接与客户接头的单位了?Interpreter: So the account service people are the direct contact between the agency and the client? Pamela: Exactly. My job is to ensure that the work being produced is giving the right message to the right people, and that it is within budget. W

26、hen we are starting a new advertising campaign-and by campaign, I mean a series of adverts, it is my responsibility to get as much information from the client as possible and then to convey this to the creative department in the form of a creative brief.Interpreter：对。正是这样。我的工作是保证所做的广告针对性很强，把恰当的信息传达给

27、恰当的对象，开支则要在允许的范围内。要开始新的广告计划的时候，所谓广告计划就是一整套的广告宣传，我的任务就是向客户尽可能多地了解情况，然后通过创意小结的形式把这些情况转达给创意部门。zhang：客户怎样帮助你做好这项工作呢?Interpreter: How can the client help you to achieve this? Pamela: Well, the client wants to, of course, get the best work from his agency in terms of ads that are effective, meet the marke

28、ting strategy, full of impact, and increase the market share of the product. But to enable us to achieve this, the client should have done some thorough research before he briefs us. We will need to know not just all about the product, but what the advertising is supposed to achieve, who exactly the

29、 product is aimed at, so that we know which part of the general public we are talking to-is it teenagers, housewives aged between 25 to 35, or professional women over 30, etc.? Also we must know what the client wants to spend on the commercial, because this will determine whether we use TV or print,

30、 black and white or color, etc.Interpreter：客户自然要求广告社为他做出最好的广告，既要宣传得力，符合他开拓市场的战略要求，又要富于感染力，有助于增加他的产品的市场份额。要使我们达到这些要求，他在向我们介绍情况之前，得先做些深入调查。我们不仅需要了解有关产品的各种情况，还要知道做广告想收到什么效果，产品销售对象是些什么人，这样我们才能知道要针对哪一部分人做广告，是13岁到19岁的少男少女，25岁到35岁的家庭主妇，还是30岁以上的职业妇女?究竟是哪些人?我们还需要知道客户愿意在这份商业广告上花多少钱，因为这将决定我们是采用电视还是图片做广告，是黑白两色还

31、是彩色等等。 zhang：看来你们在着手写广告或者设计广告之前就有很多工作要做。Interpreter: So there is a lot of work to be done before you can even start to write or design an ad? Pamela: Yes, once you know what you want to achieve, who your ad is talking to, how much you can spend and the kind of advertising campaign you are going to r

32、un, then you can recommend a media plan to the client.Interpreter：是的。在知道广告的目的要求、宣传对象、可以花多少钱、拟采取的广 告计划的类别以后，我们就向客户推荐一个传播计划。 Zhang：广告计划都有哪些类别?每个广告计划都是为了推销一种产品吗?Interpreter: What different kinds of campaigns are there? The object of every campaign is to sell lust one product, isnt it?Pamela: Not always. Sometimes a company will wish to build its corporate image- particularly a service company like a bank. They may feel that people