商务现场口译译文和练习答案

1、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 mass media. The

2、se 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 most adults re

3、ad 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 television to adverti

4、sers 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 following wor

5、ds and phrases into Chinese or English respectively with the help of the language bank in the Student's 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地方广告 4全国广告

6、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 Interpretin

7、g 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 China's entry into the WTO and more busine

8、sses 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 entice t

9、hem 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 rapid

10、 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的。4

11、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，“2006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 at h

12、ome 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, shopp

13、ing, 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 ad

14、s 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 explains

15、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 personality a

16、nd feel it's 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. Usua

17、lly 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

18、sweet 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

19、。比方说，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

20、住了，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 let's talk about advertising, for it's somethin

21、g we all encounter 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 don't you explain what that actually means? Pamela: An agency is divided into three

22、main sections: One 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 wou

23、ld find the copywriters 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。 zh

24、ang：你是说你管财务?Interpreter: 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。“a

25、ccount”这个词在这里是客户的意思。客户业务经理负责两三个或者四个客户，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, an

26、d that it is within budget. When 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

27、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

28、are effective, meet the marketing 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 suppose

29、d to achieve, who exactly the 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 determin

30、e whether we use TV or print, 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

31、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 advertisin

32、g campaign you are going to run, 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 produc

33、t, isn't 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 are not aware of their company enough, or do not have a strong idea of what sort of company it is.Interpreter：并不总是这样。有时候公司希望树立自己的企业形象。

34、特别是像银行这样的服务性公司。他们可能觉得人们对他们公司注意得不够，或者对他们是个什么样的公司印象不深。 zhang：看来这个广告计划做得很成功。我总认为做广告关键的一点是要动之以情。Interpreter: So it's been a successful campaign, I've always understood that one of the key factors in making an ad is to appeal to people's emotions. Pamela: Yes.Interpreter：是的。 I. Interpreting a

35、nd Assessment We are a reputed engineering company in India having spare capacity for manufacture of high precision components & assemblies for engineering and electronic industries. We can provide long-term competitive and reliable source. 我们是印度一家驰名的工程公司，具有为工程和电子工业制造高密度部件与配件的足够能力。我们能够提供适应长期竞争的可

36、靠资源。 Our facilities include computer aided engineering and manufacturing, CNC technology, efficient processing centers, etc., including gold plating. We have adequate facility for research and development and a team of experienced engineers and technicians. Presently we are manufacturing clock work

37、mechanisms for defense applications and communication electronic components. 我们的能力包括：电脑辅助工程与制造、CNC技术、高效率的加工中心及镀金等。我们具有足够的研究与开发能力，拥有一支富有经验的工程技术人员队伍。目前我们正在制造用于防卫设施和通讯电子部件的仪表工作装置。我们乐意考虑对于有关部件来源，建立长期战略同盟、技术合作或稳定的购回协议等事宜。来函请寄：国际业务部执行主任巴曼先生，传真：11 12 133 1234。 We are open to discussion for sourcing of comp

38、onents, long-term strategic alliance, and technical collaboration or firm buy-back arrangement. My address is: Mr. Barman, CHIEF EXECUTIVE of International Operations Department, Fax No. 11 12 133 1234.Sentence Interpreting1. Make yourself heard.2. Start ahead.3. A diamond lasts forever.4. Let us ma

39、ke things better.5. To me, the past is black and white, but the future is always color. 1理解就是沟通。 2成功之路，从头开始。 3钻石恒久远，一颗永流传。 4让我们做得更好。 5对我而言，过去平淡无奇；而未来，却多姿多彩。BText Interpreting Text D 与印刷和广播广告费用相比，网络广告费用仅仅是一小部分。虽然网络广告尚处在初期，但是它的收益正日益快速增长。网络的定向和跟踪能力有可能使它成为广告主的最佳广告媒体。 定向性。网络广告主具有全新的定向能力。他们可以对某个特定的公司、区域或国

40、家的用户进行广告定向，也可以定时通过计算机平台的浏览器进行定向服务。在不久的将来，广告主可以基于用户的偏好对其网络广告进行定向，这一点是其他广告工具做不到的。 可跟踪性。商家可以跟踪用户对其品牌的反应，并了解现有顾客和潜在顾客的兴趣。例如，汽车制造商可以跟踪用户进入网站，判断是否有越来越多的用户对某款车型的安全信息及其附加性能等感兴趣。广告主也可以通过广告点击次数来准确评估人们对广告的反应。传统的电视、印刷和公告牌广告很难做到这一点。 可投递性和灵活性。网络广告可以全年全天24小时实时传送，并且广告活动可以随时发起、更新或取消。广告主可以每天跟踪广告进程，当注意到广告在第一周里反应寥寥无几时，

41、第二周即可将该广告换掉。这与印刷广告有很大的不同，通常印刷广告要等到新版发行物出版后才能更换，而在电视上频繁更换广告的成本则高得令人生畏。 交互性。广告主的目的是想通过一个品牌或种商品来吸引潜在的顾客。这可以有效地在网上实现。在网上，消费者可以与商品互动，对其测试，如果愿意还可以直接购买。例如，一则软件广告可以直接将用户带到演示场所，用户可以下载并进行测试。如果用户喜欢该软件，便可以当场买下。没有其他媒体能够提供如此直接、方便的接触。 Though online advertising spending is a mere fraction of what is spent on print

42、and broadcast ads, its revenue is increasing significantly for a medium still in its infancy. As mentioned, the Web's targeting and tracking capabilities have the potential to make it one of the most responsive media available to advertisers. Targetability. Web advertisers have an entirely new r

43、ange of targeting capabilities. They can focus on users from specific companies, geographical regions and nations, as well as by time of day, computer platform, and browser. In the near future, advertisers will be able to target much of their Web advertising based on users' preferencessomething

44、other advertising vehicles can't do. Tracking. Marketers can track how users interact with their brands and learn what is of interest to their current and prospective customers. For example, a car manufacturer can track how a user progresses through its site to determine whether more users are i

45、nterested in the safety information or the "extras" that come with a particular model. Advertisers can also precisely measure the response to an advertisement through the number of times an ad is clicked on, which is difficult to do with traditional television, printing and boards. Deliver

46、ability and flexibility. An online ad is delivered in real time 24 hours a day, 7 days a week, 365 days a year. Furthermore, an ad campaign can be launched, updated, or canceled immediately. An advertiser can follow a campaign's progress daily notice that a campaign is generating very little res

47、ponse in the first week, and replaced by week two, a big difference from print, where an ad cannot be changed until a new edition of the publication is published; and on TV, the costs of making frequent changes are prohibitive. Interactivity. An advertiser's goal is to engage the prospect with a

48、 brand or product. This can be done more effectively on the Web, where a consumer can interact with the product, test the product, and, if she or he chooses to, buy the product. For example, an advertisement for software can take a user directly to the location where a demo can be downloaded and tes

49、ted. If the consumer likes the software he or she can purchase it right then and there. No other medium offers such immediate and easy accessibility.Unit 7I.Listen to a short passage "Shopping for Clothes" carefully and note down what you hear. Try to use some symbols and abbreviations whe

50、n you are taking notes. Then interpret your notes in the target language. Shopping for Clothes Shopping for clothes is not the same experience for a man as it is for a woman. A man goes shopping because he needs something. His purpose is settled and decided in advance. He knows what he wants, and hi

51、s objective is to find it and buy it; the price is a secondary consideration. All men simply walk into a shop and ask the assistant for what they want. If the shop has it in stock, the salesman promptly produces it, and the business of trying it on proceeds at once. All being well, the deal can be a

52、nd often is completed in less than five minutes, with hardly any chat and to everyone's satisfaction. For a man, slight problems may begin when the shop does not have what he wants, or does not have exactly what he wants. Now how does a woman go about buying clothes? In almost every respect she

53、does so in the opposite way. Her shopping is not often based on needs. She has never fully made up her mind what she wants, and she is only "having a look round". She is always open to persuasion; indeed she sets great store by what the saleswoman tells her, even by what companions tell he

54、r. She will try on any number of things. Uppermost in her mind is the thought of finding something that everyone thinks suits her. Contrary to a lot of jokes, most women have an excellent sense of value when they buy clothes. They are always on the lookout for the unexpected bargain. Faced with a ro

55、omful of dresses, a woman may easily spend an hour going from one rail to another, to and fro, often retracing her steps before selecting the dresses she wants to try on. It is a laborious process, but apparently an enjoyable one. Most dress shops provide chairs for the waiting husbands.II. Phrase InterpretingA 1. screen 2. diagram 3. vertical axis 4. column 5.