企業(yè)宣傳資料的翻譯.doc

第四講 企業(yè)宣傳資料的翻譯Describing the Enterprises一、企業(yè)宣傳材料的定義與功能（一）企業(yè)宣傳材料的定義（二）企業(yè)宣傳材料的功能二、企業(yè)宣傳材料的文體特點(diǎn)及其翻譯（一）英語企業(yè)宣傳材料的文體特點(diǎn)及翻譯1用詞特點(diǎn)及其翻譯2語法特點(diǎn)及其翻譯3語氣特點(diǎn)及其翻譯（二）中文企業(yè)宣傳材料的文體特點(diǎn)及翻譯1用詞特點(diǎn)及其翻譯2語法特點(diǎn)及其翻譯3修辭特點(diǎn)及其翻譯4. 語氣特點(diǎn)及其翻譯三、產(chǎn)品說明書的翻譯原則（一）客觀真實(shí)地傳達(dá)原文信息（二）譯文簡(jiǎn)潔通順緊湊（三）專業(yè)術(shù)語到位Eg 1: A world leader in mobile communications, Nokia has established itself as the leading manufacturer in the whole mobile industry. Backed by its experiences, innovation, user, friendliness and secure solutions, Nokia is the worlds leading supplier of mobile phones, fixed broadband and IP networks.Eg2: The main building of the hotel, as high as 12 storeys, has 659 rooms (suits) meeting the international standard, equipped with central air conditioning, color TV with satellite programs, IDD and DDD phones, mimi-bars and comfortable beds.Eg 3: 我們將根據(jù)客戶的需求，為您精心設(shè)計(jì)、量身定制，提供系統(tǒng)的、全方位的服務(wù)。公司匯聚了一支以誠(chéng)信為本、從業(yè)經(jīng)驗(yàn)豐富、具有高度敬業(yè)精神和責(zé)任感的高素質(zhì)員工隊(duì)伍。公司的每一名員工都以為客戶提供到位、滿意、快捷的服務(wù)為基本工作準(zhǔn)則。Eg 4: 誕生于上世紀(jì)末的虎豹集團(tuán)，信守孜孜以求、永不言退的發(fā)展理念，在市場(chǎng)經(jīng)濟(jì)的大潮中，任憑濁浪排空，驚濤拍岸，獨(dú)有勝似閑庭信步的自信，處變不驚，運(yùn)籌帷幄。盡握無限商機(jī)于掌間，漸顯王者之氣于天地。We will offer systematic and all-around service tailored for the customers. We have a team of honest, experienced, responsible and excellent staff, who hold it as our work principle to offer our customers quick and satisfying services.Founded in the late 20th century, the Hubao Group has its philosophy of seizing business opportunities and achieving its brilliance in the ever-changing and competitive market.一、企業(yè)宣傳材料的定義與功能（一）企業(yè)宣傳材料的定義所謂企業(yè)宣傳材料，就是企業(yè)為樹立自己的形象，使用較為生動(dòng)的語言對(duì)自己的現(xiàn)狀、歷史、組成、業(yè)務(wù)范圍、業(yè)務(wù)特色等進(jìn)行介紹，從而達(dá)到宣傳自己目的的書面材料。對(duì)企業(yè)而言，宣傳自己極為重要，而其宣傳材料在宣傳過程中的作用舉足輕重。（二） 企業(yè)宣傳材料的功能企業(yè)宣傳材料具有呼喚功能和信息功能。首先，根據(jù)英國(guó)翻譯理論家Newmark對(duì)文本類型的劃分，企業(yè)宣傳材料屬于呼喚型(Vocative)文體。呼喚型文本的功能在于號(hào)召讀者采取行動(dòng)、進(jìn)行思考或去感受，實(shí)際上就是號(hào)召讀者按照文本的意圖做出“反應(yīng)”。( calling upon the readership to act, think or feel，in fact to react in the way intended by the text) (Newmark, 2001:41)而企業(yè)宣傳材料的目的在于樹立企業(yè)良好形象，吸引國(guó)內(nèi)外投資商、廠家、銷售商、消費(fèi)者等群體，使得這些群體產(chǎn)生對(duì)企業(yè)投資或合作或購(gòu)買該企業(yè)產(chǎn)品或服務(wù)的興趣。所以，很多企業(yè)在宣傳自己的時(shí)候，會(huì)使用一些描述性較強(qiáng)的詞句，中文企業(yè)宣傳材料尤其如此。“有許多企業(yè)在宣傳自己的企業(yè)前會(huì)對(duì)當(dāng)?shù)氐某鞘羞M(jìn)行一番描寫，引經(jīng)據(jù)典，不亦樂乎，篇幅也較長(zhǎng)；其宣傳在措詞上遠(yuǎn)離了平實(shí)和準(zhǔn)確的標(biāo)準(zhǔn)，有點(diǎn)王婆賣瓜之嫌。”(許建中，2002：145)當(dāng)然，企業(yè)宣傳材料還兼有信息功能，因?yàn)檫@些材料還要為宣傳對(duì)象提供一些有關(guān)企業(yè)情況的實(shí)質(zhì)性信息，使這些對(duì)象對(duì)企業(yè)有一個(gè)真正的了解。具體說來，企業(yè)宣傳材料一般會(huì)包括企業(yè)的沿革、經(jīng)營(yíng)性質(zhì)和目的、股東情況、注冊(cè)資金、從業(yè)人員構(gòu)成及人數(shù)、廠房狀況、業(yè)務(wù)范圍、聯(lián)系電話和傳真、聯(lián)系人等。這些都是企業(yè)宣傳的實(shí)質(zhì)性信息。二、企業(yè)宣傳材料的文體特點(diǎn)及翻譯無論是英文企業(yè)宣傳材料，還是中文企業(yè)宣傳材料，都具有上文提到的呼喚功能和信息功能，旨在喚起讀者對(duì)企業(yè)的好感，然后采取投資該企業(yè)、購(gòu)買該企業(yè)產(chǎn)品或服務(wù)等行動(dòng)，但由于中英文兩種語言背后的思維不同，比如英文重邏輯、漢語重描述，英文重簡(jiǎn)單、中文重渲染等，所以中英文企業(yè)宣傳材料在用詞和句式上各有其特點(diǎn)，下面分別論述英文和中文企業(yè)宣傳材料的文體特點(diǎn)及其翻譯策略。(一)英文企業(yè)宣傳材料的文體特點(diǎn)及其翻譯(1)用詞簡(jiǎn)單英文的企業(yè)宣傳材料在敘述時(shí)往往使用較為簡(jiǎn)單的詞匯，這樣可以使宣傳材料淺顯易懂，照顧到了各個(gè)層次的讀者，也就照顧到了各個(gè)層次的消費(fèi)者。翻譯的時(shí)候，盡量也選用一些普通詞匯，但由于中文企業(yè)宣傳材料描述性相對(duì)較強(qiáng)，也可以選用中文企業(yè)宣傳材料常用的一些表述方法，例如：例1：Metrostav is one of the thriving leaders among Central European construction companies, characterized by sustainable growth of production performance and market value, with management levels meeting EU standardsMetrostav公司是中歐建筑公司中勢(shì)頭迅猛的龍頭企業(yè)，其生產(chǎn)業(yè)績(jī)和市值持續(xù)增長(zhǎng)，管理水平符合歐盟標(biāo)準(zhǔn)。例2：Naturally PostBus Tourism is not only concerned with groups but also about the individual traveler who would like to explore Switzerland under their own steam. 當(dāng)然，瑞士郵政巴士旅游局不僅為團(tuán)體游客提供服務(wù)，還為那些喜歡獨(dú)自探索瑞士的散客提供幫助。 (2)使用抽象名詞抽象名詞在英語里使用得相當(dāng)普遍，尤其常用于社會(huì)科學(xué)、官方文章、商業(yè)材料、法律文件和科技文章當(dāng)中。英語企業(yè)宣傳材料往往也會(huì)使用抽象名詞，讓行文看起來比較正式莊重。而且，英語的文法和后綴也方便了抽象名詞的使用。但是，與英語相比，“漢語用詞傾向于具體，常常以實(shí)的形式表達(dá)虛構(gòu)的概念; 以具體的形象表達(dá)抽象的內(nèi)容。漢語沒有形態(tài)變化，式相同的詞，可以是名詞，也可以是動(dòng)詞，還可以是形容詞或其他詞”(連淑能，1993：136)。因此，英文企業(yè)宣傳材料中的抽象名詞，尤其是由動(dòng)詞和或形容詞加后綴的抽象名詞一般可以分別轉(zhuǎn)化為漢語的動(dòng)詞或形容詞。例如：例3：Reliability, security and customer proximity is included in the philosophy of PostBus Switzerland.瑞士郵政巴士旅游局的理念是可靠、安全、親近顧客。例4：It is a body for the representation and promotion of the sectors interest specially in the economic, commercial and technological field該機(jī)構(gòu)主要在經(jīng)濟(jì)、商業(yè)和技術(shù)領(lǐng)域代表并促進(jìn)該部門的利益。以上兩個(gè)例子中，例3的reliability、 security分別由形容詞reliable 、secure加后綴變成了抽象名詞，翻譯時(shí)轉(zhuǎn)換成了漢語的形容詞“可靠”、 “安全”，proximity根據(jù)上下文，譯成了漢語的動(dòng)詞“親近”。例4中的representation和promotion兩個(gè)由動(dòng)詞加后綴轉(zhuǎn)換來的抽象名詞轉(zhuǎn)換成漢語的動(dòng)詞“代表”和“促進(jìn)”。關(guān)于英文有動(dòng)詞轉(zhuǎn)化來的抽象名詞翻譯成漢語時(shí)一般轉(zhuǎn)換成動(dòng)詞，已經(jīng)在上一章論述，這里僅舉上述兩例。（3）多使用主動(dòng)語態(tài)Eg：Volve, the Swedish automotive, energy and food group, increased its profits by ten point nine percent in the first quarter of the year despite a fall of five percent in group turnover.盡管瑞典汽車、能源和食品公司集團(tuán)沃爾沃本年度的總營(yíng)業(yè)額下降了5%，但其利潤(rùn)卻提高了10.9%。Eg: The company will continue to function in all the fields of building industry in the Czech Republic, with a center in Prague.該公司將繼續(xù)在捷克建筑行業(yè)各領(lǐng)域發(fā)揮作用，總部設(shè)在布拉格。(二) 中文企業(yè)宣傳材料的問題特點(diǎn)及翻譯1. 常用描述性很強(qiáng)的詞匯Eg：飯店集中國(guó)傳統(tǒng)神韻與西方現(xiàn)代風(fēng)格于一體，莊重、富麗、 典雅。大堂的八根鍍金大柱交相輝映，白色大理石樓梯上方鑲嵌有中國(guó)古典雕漆畫。The hotel integrates the traditional Chinese spirit and the modern Western style, magnificent and elegant. In the lobby stand 8 gilded columns brilliant and over the white marble staircases hang huge classical Chinese paintings.Eg: 萃華樓烹制的菜肴選料精細(xì)，操作嚴(yán)謹(jǐn)，刀法嫻熟，講究火候。成品具有“清、鮮、脆、嫩”的特色，而且“色、香、味、形、養(yǎng)”五質(zhì)具備。Dishes served at Cuihualou Restaurant require fine materials, meticulous cooking, adept skills and strict cooking time. All of them are pleasant to your eye, your tongue and above all, your health.Eg: 我公司經(jīng)營(yíng)的品種中有舉世聞名的貝雕工藝品；色彩艷麗、種類繁多的人造花卉；令人愛不釋手的小工藝品；體態(tài)生動(dòng)活潑的各式玩具；款式新穎、穿著舒適的各種工藝鞋；稀有名貴的鉆石珠寶；技藝精湛、巧奪天工的玉石雕刻；格調(diào)高雅的抽紗工藝品與50余類其它商品。Our famous products include shell carvings, a variety of colorful artificial flowers, small arts and crafts articles, lively toys, fashionable and comfortable shoes, rare jewelry, meticulous jade carvings and sophisticated embroideries as well as over 50 other varieties of goods.2. 多用含有并列結(jié)構(gòu)的長(zhǎng)句。Eg: 飯店主樓12層，擁有客房659間（套），客房具有國(guó)際標(biāo)準(zhǔn)，裝有自動(dòng)調(diào)節(jié)室溫的中央空調(diào)、能接收國(guó)際衛(wèi)星節(jié)目的彩色電視系統(tǒng)、國(guó)際國(guó)內(nèi)直長(zhǎng)途電話，小酒吧酒水齊備，床位寬闊舒適。The main building of the hotel, as high as 12 storeys, has 659 rooms (suits) meeting the international standard, equipped with central air conditioning, color TV with satellite programs, IDD and DDD phones, mimi-bars and comfortable beds.3. 多使用修辭手法，善于使用溢美之詞。Eg：一座現(xiàn)代化的鋼鐵聯(lián)合企業(yè)屹立在東海之濱。A modern integrated iron & steel complex is standing like a giant on the shores of the East China Sea. Eg 4: 誕生于上世紀(jì)末的虎豹集團(tuán)，信守孜孜以求、永不言退的發(fā)展理念，在市場(chǎng)經(jīng)濟(jì)的大潮中，任憑濁浪排空，驚濤拍岸，獨(dú)有勝似閑庭信步的自信，處變不驚，運(yùn)籌帷幄。盡握無限商機(jī)于掌間，漸顯王者之氣于天地。Founded in the late 20th century, the Hubao Group has its philosophy of seizing business opportunities and achieving its brilliance in the ever-changing and competitive market.Eg: 創(chuàng)新是驚天動(dòng)地的力量，創(chuàng)新是不破不立的傳承。中鈔國(guó)鼎在國(guó)際先進(jìn)經(jīng)營(yíng)理念和中國(guó)優(yōu)秀傳統(tǒng)文化中穿梭，緊握時(shí)代脈搏，深刻剖析社會(huì)需求，在繼承與創(chuàng)新中精確地找到了企業(yè)的定位。Innovation suggests power; innovation symbolizes progress. China Golddeal, adhering to the advanced international business philosophy and brilliant Chinese culture, has found its orientation by inheriting and innovating, by keeping up with the times and recognizing the social demand.三企業(yè)宣傳資料的翻譯原則（一）英譯漢時(shí)，在保存原文信息的同時(shí)，可適當(dāng)增加其美感；（二）漢譯英時(shí)，在保存原作信息的同時(shí)，可適當(dāng)降低其美感和渲染程度。Eg：The additional excursions are exceptional and can be adapted to the needs and requests of our customers. The trips do not end at the national border. PostBus Tourism will also accompany the holiday group abroad to the neighboring counties of Switzerland.其他旅游也非比尋常，可以根據(jù)客戶的需求量身定做。游覽并不限于瑞士境內(nèi)，郵政巴士旅游局還可以陪同度假旅游團(tuán)前往瑞士鄰國(guó)游覽。Eg：In support of its operations, the company has established a network of affiliated companies, which are located across the Czech Republic, as well as abro