翻译的基本知识一、翻译的定义奈达：Translation consists in reproducing in the receptor language the closest natural equivalent of the sourcelanguage message, first in terms of meaning andsecondly in terms of style. —— Eugene A. Nida二、翻译的标准奈达：The receptors of a translation should comprehendthe translated text to such an extent that they canunderstand how the original receptor must have understood the original text.——Eugene A. NidaEugene A. Nida (November 11, 1914 – August 25, 2011)was the developer of the dynamic-equivalence Bible-translation theory.四、翻译的方法1 . 直译（Literal translation）例子： C.O.D. (cash on delivery) 货到付现blue chip 蓝筹股一箭双雕hit two hawks with one arrow意译（Free translation）例子：WPA 水渍blue chip 绩优股一箭双雕kill two birds with one stone一、广告的定义Advertising is the non-personal communication ofinformation usually paid for and usually persuasive innature about products, services or ideas by identifiedsponsors through the various media.—— American Marketing Association二、广告的分类1.理性广告（Rational ads）情感广告（Emotional ads）三、广告的组成部分1.Headline Subhead Text (body) Logo sloganI’m lovin’ it! （麦当劳）我就喜欢！Good to the last drop. （Maxwell coffee）滴滴香浓，意犹未尽。
Just do it. （耐克运动鞋）只管去做。
We lead, others copy. （Ricoh 复印机）我们领先，别人模仿。
Minolta, finest to put you finest. （美能达相机）第一流的美能达，第一流的你。
I’m More satisfied. （摩尔香烟）摩尔香烟，令我更爱。
Have a Break. Have a Kit-Kat. （奇巧巧克力）轻松一刻，奇巧时刻。
It’s finger-licking good. 吮指回味，其乐无穷。
（肯德基）Let us make things better. 让我们做得更好。
（飞利浦）To lighten the burden of womankind. 我们为女人减负。
（水晶洗衣机）The un-cola, 7-up. 非可乐——七喜。
You are not fully clean until you’re Zestfully clean.干净？用激爽。
（激爽，沐浴产品）Go well, go Shell. 使用壳牌汽油，保您一路不愁。
Born to run. 天生奔驰。
The world leader in oral care. （高露洁）口腔护理，引领世界。
Originality---Integrity---Innovation. （Levi’s）独特——完美——创新。
Small. Smart. Smile.Pentax: See the difference.小巧。
灵便。
微笑。
宾得相机：不一样，就是不一样。
No problems too large. No business too small. （IBM）没有解决不了的大问题，没有不做的小生意。
We take no pride and prejudice. （Time 杂志）傲慢与偏见，均与我们无缘。
汉英句子的结构差异与翻译一、汉英句子的结构差异英语是形合型（hypotaxis）语言汉语是意合型（parataxis）语言“西洋语言是法治的，中国语言是人治的。
”英语句子结构是语法的，汉语句子结构是语义的。
英语句子的基本结构是SV(O)。
2 . 英语多采用静态，汉语多采用动态例1：The meeting was a success. 会开得很成功。
例2：We are short of hands. 我们正缺人手。
英语被动句多于汉语例1：A few years ago, it was thought unusual that programs could be called up by viewers to be displayed on their screens at home.几年前，人们还以为，观众打电话要求……例2：She was asked about 10 questions during the interview. 面试时问了她十来个问题。
4 . 英语多复合长句，汉语多简单短句。
例：I took it for granted that there would be plenty of graduates in the area who would be willing to work for a joint-venture like ours. 我想当然地以为，这地区会有大量的大学毕业生，愿意为我们这样一家合资企业工作。
5.英语多头轻脚重（孔雀尾），汉语多头重脚轻（狮子头）例：揭穿这种老八股、老教条的丑态给人民看，号召人民起来反对老八股、老教条，这就是五四运动的一个极大功绩。
A tremendous achievement of the May 4th Movement was its public exposure of the ugliness of old stereotype and the old dogma and its call to the people to rise against them.6 . 英语重时态，汉语轻时态。
例：What are you doing? What were you doing at this time yesterday? 你在干什么？昨天这个时候，你在干什么？7.英语常用间接肯定与否定，汉语常用直接肯定与否定。
例1：I can’t agree with you more. 我非常赞同你的意见。
例2：We found the quality of the goods below the standard.我们发现这些产品的质量没有达标。
8 . 英语多用代词，汉语少用代词。
例：He hated failure; he had conquered it all his life, risen above it, and despised it in others.他讨厌失败。
他一生中曾战胜失败、超越失败，并且藐视别人的失败。
三、企业名称的翻译1.音译法例：ASEM China Co., Ltd. 阿塞姆洁具贸易（中国）有限公司Ford Motor Company 福特汽车公司Bayer China Co., Ltd. 拜耳中国有限公司Dow Corning (Shanghai) Co., Ltd. 道康宁（上海）有限公司William Grant & Sons Ltd. 威廉·格兰特父子有限公司Midland Bank 英国米兰银行2. 直译法例：Gulf Oil Corporation 海湾石油有限公司Nippon Electric Company 日本电气公司International Business Machines Corporation 国际商用机器公司3.历史沿用法例：First National City Bank 花旗银行Hongkong & Shanghai Banking Corporation 汇丰银行Imperial Chemical Industries 卜内门化工公司3. 音义结合法例：EasyJet 易捷航空公司Goodyear Tire & Rubber 固特异轮胎橡胶公司Benz 奔驰P&G 宝洁公司直接引用法例： A. O. Smith A ·O ·史密斯公司IBM (China)IBM （中国）一、英语成语翻译技巧借用法例1：Kill the goose that lays the golden eggs得寸进尺例2：Give him an inch and he'll take an ell杀鸡取卵例3： a rat in a hole瓮中之鳖直译法例1：to show one’s cards put / lay (one's) cards on the table 摊牌例2：at a snail’s pace 蜗牛般的速度例3：like a fish out of water 如鱼离水例4：in one ear and out the other 左耳进，右耳出例4：strike while the iron is hot 趁热打铁3.意译法例1：by hook or by crook不择手段例2：as poor as a church mouse 一贫如洗3：wolf in sheep's clothing 披着羊皮的狼例4：put all one's eggs in one basket 孤注一掷汉语联合式四字成语的英译方法（1）同义词交叉搭配的成语通常只需译出其中一组的意思。
例如：兵荒马乱turmoil of war愁眉苦脸gloomy face（2）反义词交叉搭配的成语通常前后两部分都要译出。
例如：貌合神离appear united outwardly but divided at heart 深入浅出explain the profound in simple terms（3）同义词和反义词搭配的成语有时只需译出一个部分，有时需要将前后两个部分都译出。