利润率约为23％，超过迪斯尼公司的其他部门，后者的利润率接近20％。
3. Rhetoric replacing
Ex. 6     As it turned out, I went from the frying pan into the fire.
没曾想，我刚出油锅，又进火坑。
Ex. 7     Recession will knock prices off those industrial raw materials that are the bread and butter of many developing countries, while the shortage of grains has actually increased the commodity earnings of a rich farming nation like the United States.
经济衰退将使发展中国家视为饭碗的工业原料的价格下跌，在此同时，粮食的短缺实际上却增加了像美国那样的富裕农业国的商品收益。
4. Replacing idioms
Ex. 8     Look at the chaps in politics and business, whose lives were passed in skating on thin ice.
看看那些政界和商界的家伙，他们一生都如履薄冰。
Ex. 9     Our instruments are the product of the finest materials and the highest craftsmanship and are second to none in design and durability.
本公司仪器产品，原料上乘、工艺精良、美观耐用、无以伦比。
5. Functional replacing
Ex. 10     Mondale has gone so far left that he left the United States.
蒙代尔的观点如此之左，已经“左”出了美国。
 
 Chapter 12 Shifting

1. Shifting of scope of negation
Ex. 1     Ford officials contend that the new contract does not effectively violate the guidelines because increased productivity will result in savings.
福特公司的官员说，新合同实际上并没有违反那些指导原则，因为提高生产率能节约成本。
Ex. 2     Don't be inflexibly devoted to a system just because it worked elsewhere.
不要只因为某种制度在别的地方曾经行之有效，就一成不变地热衷于这种制度。
2. Collocative shifting
- adverbials
Ex. 3     Traditionally, there had always been good relations between our two countries.
我们两国之间一向保持着传统的友好关系。
- Attributives

Ex. 4     In addition, trade barriers encourage domestic production in areas which are economically inefficient.
此外，贸易壁垒还促使国内一些经济效益不高的部门继续生产。
Ex. 5     They say that if I had stayed at Ford, I would have been in a comfortable ivory tower.
他们说，我假如留在福特公司，就能舒舒服服地身居象牙塔中。
3. Shifting rhetoric devices
Ex. 6         "Mine is a long and a sad tale!" said the Mouse, turning to Alice, and sighing.
"It is a long tail, certainly," said Alice, looking down with wonder at the Mouse's tail; "but why do you call it sad?"...
老鼠对爱丽丝叹了口气说：“我的故事说来真是又长又委屈呀！”
“你的尾（委）巴是挺长，”爱丽丝奇怪地低头看看老鼠的尾巴说。“可你干吗说它曲（屈）呢？”
Ex. 7     Wild Mushroom: Mysterious, Menacing -- Magnificent（文章标题）
野生蘑菇：神秘莫测，内含毒素－－美味佳肴
（用汉语四字词组替代原文中的头韵）
4. Summary
Ex. 8     As you entered the gate, gravity fell on you, and decorum wrapped you in a garment of starch.
只要一进大门，严肃的气氛便立刻笼罩了你，礼节也好似浆硬了的衣服一样约束着你
 
 Chapter 13
Discourse Translation
（演讲的翻译）

1. Introduction

2. Logic in translation
A. Logic vs. meaning 
Ex. 1     This country has many challenges. We will not deny, we will not ignore, we’ll not pass along our problems to other Congress, to other presidents, and other generations. We will confront them with focus and clarity and courage.
我国面临着许多挑战。对此，我们并不否认，也不会置之不理。我们不会把眼前的难题留给以后的国会、以后的总统和子孙后代。我们将集中精力，立场鲜明，勇敢应对。
B. Logic vs. context
Ex. 2     In the meantime the SEC (Securities and Exchange Commission) is left with worse vacancy rates than the Ramallah Hilton.
在此同时，证券交易委员会的人手空缺率比巴勒斯坦总统府所在地拉马拉市的希尔顿饭店的空床率还要高。

3. Cohesion
A. Reference 所指
B. Ellipsis 省略
C. Substitution 替换
D. Conjunction 连接
Ex. 3     The term “corporate America” connotes the great and established companies of the land, the ones whose CEOs populated the Business Roundtable and the board of the New York Stock Exchange, the ones that paid dividends to your grandparents.
“企业化美国”这个术语的含义是已经在这片土地上站稳脚跟的大公司的统称。它们的首席执行官盘踞着商业圆桌会议和纽约股票交易所董事会，（…）并且向诸位的祖辈付过股息。

 Chapter14
Partial Translation

1. Types of Translation
A. Full translation
B. Partial translation (edition + translation)，usually reduced to 1/3 of the original

2. Reasons for partial translation:
A. Limited time for reading (efficiency)
B. Publications market demand
C. Information explosion
D. Copy rights (detouring)
E. Fast & efficient communication across different cultures

3. Materials that need partial translation:
A. Scientific reports
B. Journalist articles
C. Corporate and product/service brochures
D. Tourists’ guidebooks
E. Caption of pictures/photos
F. Book reviews
G. Business correspondence, etc.

4. Advantages:
A. Highlighting the main points/ideas/value
B. Intensity of information
C. Catering for special readership
D. Time/space saving
E. Cost effective

5. Methodology:
A. Strategy -- what to translate
- Main ideas
- Subject-related details
B. Main methods
- Abridging/omitting 删节，省略
- Condensing/merging 压缩，合并
- Summarizing/rewriting, and 总结，重构
C. Processing
- Reading for translation purposes
- Decision making on what to retain (or omit)
- Necessary adjustments

6. Requirements:
1. Intimacy with the subject matter
2. Good command of the source and target languages
3. Skillfulness in editing and translating
4. Acquaintance with the market/readership demand

7. Case study:
Sample 1 --abridging
China's Long March to Geneva had taken over 15 years since its original application to become a contracting party to the GATT 1947, the multinational trade pact which served as the predecessor treaty to today's GATT 95 and related agreements, whose implementation and enforcement are now overseen by the secretariat of the global trade body called the WTO.
Full translation:
中国走向日内瓦的长征从开始申请成为1947年关贸总协定（GATT 1947）缔约方起，用了15年的时间。这项多国贸易条约是现在的1995年关贸总协定（GATT 95）及其相关协议的前身，而1995年总协定如今则由这个叫做世界贸易组织的全球性贸易团体的秘书处监督实施。(111 words)
Partial translation：
中国申请成为世界贸易组织的缔约方（成员），前后用了15年时间。(30 words)
■ Subject: Time taken for China’s admission to the WTO
■ Methods employed: omitting background knowledge

Sample 2.
The scientists were astounded to find water vapour in the freezing atmosphere of Jupiter, Uranus, Neptune and Saturn. They also revealed yesterday that they had detected water in the atmosphere of Saturn’s mysterious moon Titan – which is to be visited by a joint US-Europe probe in 2004. They have even identified a cloud of water, less that a light year across, in the constellation Orion.
Partial translation:
科学家们惊奇地发现木星、天王星、海王星和土星的低温大气层中存在水蒸气。他们还透露已探测到土星的卫星“泰坦”的大气中存在水，甚至确定猎户座上也存在云状水层。
■ Subject: discovery of water in the outer space
■ Methods employed: omitting repeated parts

Sample 3 -- condensing
From today’s newspaper I have learned with much delight that you were recently appointed editor-in-chief of the Morning Post. I would like to add my congratulation to the many you must be receiving on your promotion.

Partial translation:
欣悉荣升《晨报》主编，谨表祝贺。
■ Subject: congratulations on promotion (highlighted parts)
■ Methods employed: condensing

Sample 4 -- summarizing
Ugly Is Only Skin-deep
It may not be much to look at. But beneath that humble exterior beats an air-cooled engine. It won’t boil over and ruin your piston rings. It won’t freeze over and ruin your life. It’s in the back of the car for better traction in snow and sand. And it will give you about 29 miles to a gallon of gas.
After a while you get to like so much about the VW, you even get to like what it looks like.
You find that there’s enough legroom for almost anybody’s legs. Enough headroom for almost anybody’s head with a hat on it. Snug-fitting bucket seats. Doors that close so well you can hardly close them. They’re so airtight, it’s better to open the window a crack first!
Those plain, unglamorous wheels are each suspended independently. So when a bump makes one wheel bounce, the bounce doesn’t make the other wheel bump. It’s things like that you pay the $4985 for, when you buy a VW. The ugliness doesn’t add a thing to the cost of the car.
That’s the beauty of it.
Full translation:
车不可貌相
它或许不中看，但不起眼的外表下跳动着一部气冷式引擎。它不会因沸腾而毁了活塞垫，也不会结冰而坏了你的事。它安在汽车后部，能增强车在雪地和沙地上的牵引力；行驶29英里仅耗油一加仑。
只要爱上“大众”，用不多久也会爱上它的外表。
坐进车里，再长的腿也能放开，再高的个子戴上帽子也无妨；凹背座椅舒适贴身；车内封闭性太好，关门前最好把车窗开个缝。
车轮朴实无华、毫无魅力，但各自独立悬挂，一只颠起不会殃及其他。您只需付4985美元便可买下一辆。丑陋的外表不用您多花一个子儿。
“大众”之美，不在其貌！(242 words) Partial translation:
“大众”汽车（可能不中看，但）装在后部的气冷式引擎牵引力大、耗油低，不会烧毁活塞垫，也不会结冰。车内空间大、座椅舒适、封闭性好。独立悬挂式车轮能减少颠簸。售价只有4985美元。（爱上“大众”，便会爱上其外表。）(102 words)
■ Subject: auto ad – VW (highlighted parts)
■ Methods employed: summarizing/rewriting


Chapter 15
Translation of Special Terms

1. Transliteration
A. Full transliteration
Logic             逻辑
Humour         幽默
B. Partial transliteration
Ice cream         冰淇淋
New Zealand     新西兰
C. Amplification
Bowling         保龄球
Beer             啤酒

2. Names of persons and places
A.     John Leighton Stuart         （前美国驻华大使）通常译为“司徒雷登”，
不宜译作“约翰•莱顿•斯图尔特” 
AdamSmith                 （英国古典经济学家）通常译为“亚当•斯密”，
不宜译作“亚当•史密斯”
Cambridge                 剑桥（英国地名）
坎布里奇（美国地名）
B.      Cinderella                 （西方童话人物）意译为“灰姑娘”或“被埋没的人”
morocco                 摩洛哥羊皮
to Bond a thriller         拍摄一部惊险影片
to Kleenex one’s face     用纸巾擦脸

3. Names of organizations
A. Abbreviation
WHO = World Health Organization                 世界卫生组织
ASEAN = Association of Southeast Asian Nations
东盟（东南亚国家联盟）
WTO = World Trade Organization                     世贸组织（世界贸易组织）
OPEC = Organization of Petroleum Exporting Countries
欧佩克，或石油输出国组织
B. Businesses
- Full translation
General Motors Corporation                 通用汽车公司
Sun Microsystems                         太阳微系统公司
- Partial transliteration
Bell Telephone Co.                         贝尔电话设备制造公司
SearsHomeService                         西尔斯家庭服务公司
- Full transliteration
Hewlett-Packard Company                 惠普公司（电子产品）
Proctor & Gamble Co.                     宝洁公司（日用化工）
- Amplification
Squibb Co.                                 施贵宝制药公司
Merrill Lynch Co.                         美林财务管理公司
- Retaining
IBM = International Business Machines Co.
（译名全称为“国际商用机器公司”）
Amazon.com                         （亚马逊网上书店）

4. Technical terms
A. Category
复合词（compound word，如例1）
拼缀词（blend word，如例2、3）
缩短词（clipped word，如例4、5）
缩略词（abbreviation，如例6、7）
首字母缩略词（acronym，如例8、9）
临时创造的词（nonce word，如例10）
Exs.
1、eyebank = eye + bank 眼库
2、Clintonomics= Clinton + economics 克林顿政府的经济政策
3、advertistics = advertising + statistics 广告统计
4、show biz = show business 娱乐业
5、hi-tech = high technology 高科技
6、CAD = computer-aided design 计算机辅助设计
7、FAS = free alongside ship 启运地船边交货
8、maser = microwave amplification by stimulated emission of radiation 微波激射放大（音译“脉泽”）
9、LORAN = long-range aid to navigation 远程导航系统（音译“劳兰”）
10、Infogate = Information + gate 情报门事件
B. Transliteration
quark 夸克（带电核粒子）
clone 克隆（无性繁殖技术）
C. Retaining
MTV （音乐电视片）
DCD （影碟机）

5. Titles of publications
1. Daily Mirror             《每日镜报》
2. Businessweek     《商业周刊》
3. Gone with the Wind     《飘》（小说译名）
《乱世佳人》（电影译名）
4. Hamlet                 《汉姆雷脱》（剧本译名）
《王子复仇记》（电影译名）
Ex. 1     In theory, at least, a favorable U.S. inflation trend vis-a-vis Europe and Japan should have strengthened America's trading position. But in fact, there are several Catch-22s.
至少从理论上说，美国的通货膨胀趋势相对于欧洲和日本还是较轻的，这本应加强美国的贸易地位。但实际上却存在着好些无法解决的难题。
6. Summary
 
 Chapter 16
Business Translation – A Summary

1. Introduction
A. Coverage
B. Efficiency
C. Initiation
D. Variety
- Legal documents
- Academic works
- Business correspondence
- Journalist articles
- Commercial publications

2. Textual features
A. Legal documents
Ex. 1     This contract is made by and between the authorized representatives of HASTINGS Ltd. (hereinafter called the Buyer) and the TAI HUA Industries Corporation (hereinafter called the Seller) through friendly discussion according to the terms and conditions stipulated thereunder.
赫斯汀有限公司（以下简称买方）授权的代表与泰华工业公司（以下简称卖方）通过友好协商根据以下条款签订本合同。
B. Academic works
Ex. 2     Economics is the study of how people and society end up choosing, with or without the use of money, to employ scarce productive resources, that could have alternative uses, to produce various commodities and distribute them for consumption, now or in the future, among various persons and groups in society.
经济学研究的问题是，人们与社会如何最终决定，在使用或不使用货币的情况下，利用具有多种用途的稀缺生产资料来生产各种商品并将其分配给社会各成员与集团，以供他们当前或将来消费之用。
C. Business correspondence
Ex. 3     We are staging an important private exhibition accompanied by a series of technical lectures for our home and overseas customers at the National Exhibition Center on May 16th, 17th and 18th.... I hope you will be able to accept this invitation and if you would kindly indicate the time of your arrival, I will arrange for you to be met.
兹定于5月16、17、18日在国家展览中心为海内外客户隆重举行独家展览，届时还将举办一系列技术讲座。……敬请光临并赐告抵达时间，以便派专人恭候。
D. Journalist articles
Ex. 4     A bank's position changed from hour to hour, so that a bank which was a lender in the morning could be a borrower at midday and a lender again before the close of business.
银行的头寸一小时一个样：上午还在放债，中午就可能借钱，到收盘前又成了贷款行。
Ex. 5     The great refinancing party of the mid-Nineties is over. The Federal Reserve officially blew out the candles in March when it raised the Federal funds rates for the first time in two years.
90年代中期重筹资金的盛宴已告结束，美国联邦储备委员会在三月正式吹灭了宴会上的蜡烛：两年来头一次提高了联邦资金信 贷利率。
E. Commercial publications
- Brands
Sony                     索尼（电子产品）
Buick                     别克（汽车）
Coco Cola                 可口可乐（饮料）
Benz                     奔驰（汽车）
Apple                     苹果（微机或服饰）
Blue Ribbon             蓝带（啤酒）
- Advertisements
Ex. 6     The choice is yours. The honour is ours.