商务英语翻译教程 教案 unit3

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Class Hour Title Teaching Objectives

3 Unit 3 Trademarks 1. 2. 3. identify trademarks usually-seen in all kinds of business activities translate Chiness and English trademarks understand and use the conversion method to translate

Teaching focuses and difficulties

Focuses:1. linguistic features of trademark and translation skills 2. identify normal trademarks 3. conversion Difficulties : 1. conversion of nouns, adjective, verb, adverb and preposition 2. culture differences in trademark translation Based on key points and contents on textbooks, with introducing the useage in real business activities, to train up students’ business English language translation. Questioning→ learning→summarizing→practicing

Teaching Methods

Teaching Procedures: Call the roll ( 2 minutes)

Part 1: Warming-up questions (8 minutes) 1.Questions for thought and discussion: Ask one student to give some examples of trademark and their translations. Part 2: New course Statement (120minutes) 1. Explain the new words and expressions of the text. 2. Introduction: A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or services from those of other entities. A trademark is typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements. There is also a range of non-conventional trademarks comprising marks which do not fall into these standard categories, such as those based on color, smell, or sound. The formations of brand: 1. Proper noun- people’s name, place, and the name from legend. (由人名,地名,神话传说中的人物,文学作品中的人物和地名构成.) Benz (自该车的发明人的姓氏) Nike (取自希蜡神化中胜利女神的名字) 2.ordinary words(普通词汇)-the name of animals and plants, numbers.( 由动植物名称,数字,褒义的形 容词构成) Diamond(手表) Clean and Clear(洗面奶) 3.created words(臆造词汇) Sprite(饮料)-sprit, Timex(手表)-time Contac(药品)-continuous action Kleenex(面巾纸)-clean and excellent-1-

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3. Characteristices of trademark -Being Simple and Easy to Pronounce and Memorize Most widely known trademarks are in short form, e.g. Nike, Sony -Indicating the Product’s Characteristics Safeguard 舒肤佳 -Being Distinctive from Similar Products -Arousing Desirable Association 4. Translation of trademark - TransliterationLipton 立顿红茶 Parker 派克钢笔 Motorola-摩托罗拉 Blue Bird Microsoft Crown 蓝鸟汽车 微软电脑软件 黄冠汽车 Heinz 亨氏米粉 Peak 运动鞋 Poison-百爱神,

- Free translation / Liberal translation

- Combination of transliteration and liberal translation

Puma-彪马 Coca Cola 可口可乐 Simmons 席梦思 Jetta 捷达 Oil of Olay 玉兰油 Anway 安利 Note: : 1

.With the aesthetic feelings (选字有审美情趣,避免平淡罗嗦) Crown 皇冠 Sprite 雪碧 Palarold 拍立 Pampers 帮宝适 2.Pay attention to the different culture (注意文化差异) Dragon 龙 phoenix 凤 peacock 孔雀 elephant 大象 Pansy Men’s Clothing 紫罗兰 Marlboro 万宝路 Budwiser 百威 5. Conversion Try to translate the following sentences: (1). One can never be too careful in the choice of one’s friends. 选择朋友，越谨慎越好。 (2).You dailed the wrong number. 你拨错了电话号码。 (3).Tom was in a clear minority. 汤姆明显属于少数派。 Conversion is one of the commonly adapted translation techniques, meaning the change of parts of speech in translation. Owing to the syntactical differences between English and Chinese, it is usually impossible for a translator to keep to the original part of speech in the process of translation. As a ,atter of fact, a word belonging to a certain part of speech in one language sometimes has to be converted into a different part of speech, so as to bring forth a readable and coherent sentence. Therefore, conversion is one of the important and commonly adopted translation techniques.-2-

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--名词的转译 名词的转译 英语名词转译成汉语的动词、形容词或副词。在现代英语中，名词使用的范围比较广，不仅 常用作主语、宾语、表语、同位语，还可以用作定语或状语。英语中许多名词含义灵活，翻译时 需要从其基本意义出发，联系上下文加以灵活处理。 一般说来， 具有动作意义的名词或含有动作意味的名词往往可以转译为汉语动词；由形容词派生的名词 和一些加不定冠词作表语用的名词往往可以转译成形容词。有些意义抽象的名词或名词短语 与句子其他成分之间存在一定的逻辑关系时，可以根据其意义转译成汉语副词或相应的状语 从句。 e.g. 1) A glance though his office window offers a panoramic view of the Washington Monument and Lincoln Memorial. 从他的办公室窗口可以一眼看到华盛顿纪念碑和林肯纪念馆的全景。(名词转译成动词) 2) We found difficulty in solving this complicated problem. 我们感到，解决这个复杂的问题是复杂的。(名词转译成形容词) 3)I had the fortune to meet him. 我幸运地见到了他。(名词转译成副词) 4)I had the impression that your brother was the director of the company. 在我的印象中，你哥哥是那家公司的懂事长 (名词转译成状语) --形容词的转译 形容词的转译 英语形容词转译成汉语的副词、动词或名词。由于英汉两 …… 此处隐藏：4673字，全部文档内容请下载后查看。喜欢就下载吧 ……