(修)商务英语翻译16-19章祥解.ppt

第十六章 商务英语语篇的特点及其翻译要点 一、商务英语语篇的类型及语篇模式 (1) 问题-----解决型 这类语篇通常首先设计或提出一个与某种情形相关的问题，然后描述或评估这一问题导致的后果，最后提供解决办法或方案。这种语篇模式常见于广告、产品说明、商务信函和调查报告等语篇类型中，其中情景和评估是可选项，可能出现也可能不出现，而问题和解决办法是必选项。如：下面这个广告就采用了典型的问题-----解决型语篇模式。 What’s so special about Lurpak Danish butter? Well, can you remember what butter used to taste like-----real farm-fresh butter? Do you remember how you used to enjoy it when you were young? Today---- the taste of Lurpark bring it all back to you-----that’s why it’s so special. 这则奶油广告的4个句子，就有3个是疑问句。这些疑问句能激发目标群体对新鲜奶油的渴望，因而能达到较好的广告效果。 (2)直接表述型（阅读本章P.142）；(3)间接表述型（阅读本章P.142）；(4)解析型（阅读本章P.142）； (5)比较------对比型 如（1）： A business in millions, a profit in pennies. 这则广告用in millions与in pennies进行对比，即用反义词或词组加强广告的效果，说明该公司薄利多销的原则。 如（2） Introducing Tide With Bleach what do you do with a sock this dirty? Wash it in a regular detergent, like the one you’re using now, and it will get only this white. But it’ll get much whiter with Tide with Bleach, because you’ll have the dreaming power of the best Tide ever plus the whitening power of the best liquid bleach, just follow tough laundry instructs. 这则汰渍洗衣粉广告采用了对比手法，把加了漂白剂的新型洗衣粉与一般的洗涤用品相比较，以突出新产品的优点。 (6)等级型（阅读本章P.143）； (7) 时间发展型（阅读本章P.143） 如： After careful consideration, we suggest that at the first stage, business be done by supply us with factory equipment and technology will be delivered to you to set off all the cost of equipment and other charges within 3 years. 经慎重研究，我们建议先按补偿贸易进行，即由贵方负责提供工厂设备和技术，我方负责向贵方提供用这些设备和技术生产的产品，在3年内全部偿清设备等款项。 (8)空间型（阅读本章P.143） (9)主张------反主张型 如：还盘信函 Dear Sir, Subj. Sheep Shearing Machines We thank you for your Quotation No.97028. A comparison between this Quotation and your Quotation No.97001 for our last order shows that you are now quoting for container shipment and are raising your price by 2%. Admittedly, there is some slight increase for sheep shearing machines in the market price, we would like to point out that since your present Quotation is on CF terms and freig