《商务英语翻译》5.2Product Performance Translation.ppt

2. Product Performance Translation  Study aims 应知目标 To know the purpose of product performance instruction; To know contents of a product performance instruction; To know format/layout of a product performance instruction. 应会目标 To understand/translate a product performance instruction; To write a product performance instruction; To translate commonly-used product functions. Cases Case 1 参考译文 这款眼部卸妆啫哩能柔和地去除眼部的所有妆容。它柔和不含刺激的配方十分适合眼部的敏感肌肤以及隐形眼镜佩戴者。 Case 2 参考译文 INSTANT-DICT 是由中国香港制造的电子词典，它是宏远公司的最新产品。此电子词典收录了一百万单词和短语。任何学习英语高级阶段的学生都可以在此词典内查到想要学习的词汇。此词典内部由尖端电脑科技控制，而此电脑科技是由本公司研究了20年所获得的成果。电子词典的外壳是轻金属制造，体积小，携带方便，同时，操作简单。价格优惠，是英语学习者的理想选择。 Tasks Practice skills Step 1 准确理解原文 Step 2 理出框架 Step 3 斟词酌句 Step 4 成段翻译 Step 5 查漏补缺 Business translation links 如何巧妙介绍产品性能及其相关知识： 1. 记住，顾客买的不是“产品”（Product）或“服务” （Service）。他们买的是“结果” (Result)。也就是说，产品或服 务能最终带给顾客什么样的“效益”(efficiency)。 Just remember, customers do not buy “product” or “service”. What they buy is “result”. In other words, they really care about what the efficiency they can get from what they buy. 2. 顾客买的不是牛奶(Milk)，他们买的是“健康”(Health)； 顾客买的不是电视(TV)，他们买的是“娱乐”(Entertainment)； 顾客买的不是电钻(Electric drill)，他们买的是“钻出来的 洞”(Hole)。 Customers do not buy milk, but health. Customers do not buy TV, but entertainment. Customers do not buy electric drill, but holes. Business translation links 3. 你谈“产品”(Product)，顾客就会谈“太贵了” (Expensive)。你谈“好处”(Advantage)，顾客就会谈“太值了”(Worthy)。 When you introduce a product, customers may think that it is expensive. When you introduce the advantages the product will bring, customers would think that it was worthy. 4. 问问你的顾客，为什么他们愿意从你手中买产品而不是从你的竞争对手手中买。 Ask your customers why they are willing to buy a product from you but not from your competitors. 5. 善于从顾客身上发现“欲望”、“卖点”和“说服词汇”。 　 Make yourself be good at searching “wants”, “selling points” and