商务现场口译Unit 6 Business Advertisements

Unit 6 Business Advertisements
I.
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. These 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 read 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 advertisers 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
A

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. 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 advertising
10. Internet advertising
III. Sentence Interpreting
A.
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．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。
B．
1. If the advertisers simply translate the successful ads at home 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, Beijing
3. Interactive TV moves television into an entirely new medium combining entertainment,

shopping, 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

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。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 Interpreting
Zhang：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 something 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 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 would 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。

zhang：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。“account”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, and 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 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 supposed 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 determine 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 advertising 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 product, 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。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 and 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 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 components, 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 Interpreting
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。
B．Text Interpreting

Text
D

Though online advertising spending is a mere fraction of what is spent on print 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 range 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' preferences—something 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 interested 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.

Deliverability 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 response 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 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 tested. 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.





To:Chief Executire VMI
CC:All Sales Managers
Subject: This year's conferenc

e
Dear VMI:
I am writing to inrite you to attend this years conference , It will be hold in July of the prupose of the conference:
1.To allow managers to get to know each other and become a stranger
2.To thank managers for their hard work
3.To discuss how the company can improre it's products and services
This is an important erent and the Marketing Department must plan it carefully. So we must have :
1.one large conference room
2.preferably four or more seminar rooms
3.reasonable access to an international
We hope you will attend and have a nice day!
Best Wishes
All Sales Managers