商务英语口译U商务英语口译 (16).ppt

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1、商务情境口译技能思政元素Session IIBusiness Context Product PromotionSession I Interpreting Skill Gist InterpretingSession I Interpreting Skill Gist InterpretingInCI,notescanbeusedtorelievememory.Butinterpretersmaynotbeallowedtotakenotesduetosomereasons.Why do gist interpreting?berequiredtoworkimpromptuwithoutth

2、eaidofapenandanotebook;donothavetimetotakenotesifthespeakerisspeakingtoofast；havetowalkwhiledoinginterpreting;notallowedtotakenotesduetolimitedworkingconditions；thedetailedinterpretationmaynotbedesiredonthepartofclients.-reproduce the gistWhat is gist interpreting?Gististheoverallmeaning,thecoreidea

3、,ofaspokenorwrittendiscourse.Gistinterpretingistodeverbalizethesourcespeechandconveyits main ideainthetargetlanguage.Examples:日内瓦国际汽车展与底特律、法兰克福、巴黎和东京车展被称为世界五大车展。第80届日内瓦国际汽车展于当地时间3月4日正式拉开帷幕。The80thGenevaInternationalMotorShowhasopened.2008年当丰田成功超越通用，成为全球第一大车企时，没有人能想到，仅仅一年多时间，丰田便深陷召回泥沼，品牌几乎毁于一旦。Therec

4、allincidentnearlyruinedToyota,theNo.1carmanufacturer.Theysaymoneycannotmakeyouhappy,butscientistsfindthatitcanmake your life a lot less stressful.A study of almost 200 adultsmaking various amounts of money finds that the less money youmake,themorestressyourbodyfeels.由于经济不景气，越来越多美国人依赖政府发放的食品券生活。Proce

5、ss of gist interpretingstage 1:comprehensionandmemorizationreceivesinformation,analyzesit,andthenextractsandstoresthemessage.stage 2:reproductionbasedonmemoryretrievesinformationinthememory,andrendersitintothetargetlanguage.How to do gist interpreting?concise:retainessentialideasandlogicalstructure;

6、identifythesubstanceandfilteroutthenonessentialandirrelevant.objective:give a neutral representation of the speakers thoughts withoutdistortion.holistic:beholisticasastretchofcoherentdiscourse;first-tierinformation.Example:analyze-sythesize-condense标题式主旨标题式主旨:吃巧克力有益健康一句话主旨：一句话主旨：适量食用巧克力尤其是黑巧克力能减少心脏病

7、和中风几率。多句主旨：多句主旨：一项研究表明：适量食用巧克力尤其是黑巧克力能减少心脏病和中风几率，其原因是巧克力中含有的可可有舒张血管的作用，而黑巧克力中的可可成分较高，因此健康功效最突出。但是食用过量的巧克力会增加健康风险。专家称该研究结果有待更多研究的验证。休息片刻 下节课再回来Time To RelaxSession II Product Promotionvideo clip 1 ElonMuskisunveilingTeslaModel3video clip 2 SteveJobsisintroducingtheIphoneatMacworld2007Launching a new

8、productPromoting products at a trade fair or exhibitionWhy?ThetargetaudienceisgoingtobethereaswellwiththecompetitorsPressisgoingtobeinterestedintheshowahighchanceofthelaunchsbeingprintedonnewspapersormentionedonwebadvertisementforfreeProduct PromotionDisseminatetheinformationabouttheproduct,productl

9、ine,brandandcompanytotheprospectivebuyerswiththeintenttogeneratesalesanddevelopabrandloyalty.Objectives:toprovideinformationabouttheavailabilityoffeaturesandusesoftheproducttotheprospectivebuyers;tostimulatedemandforaproductbycreatingawarenessandinterestamongthecustomers;todifferentiatetheproductfro

10、mthecompetitorsproductbycreatingthebrandloyalty;tostabilizesalesbyhighlightingtheimportanceandfeaturesoftheproduct.Importance of product promotion:for product-providers:increase buyer interest;generate qualifiedleads;optimallypromotetradefairstand;andhavetheanswerstoanyproduct-relatedquestion.Interp

11、reters:learnmoreaboutthefeaturesandfunctionsoftheproducts,advantagescomparedwithothersimilarproducts,andetc.friendlyattitude,pleasantvoice,confidenceandgoodcommunicationskillhelpestablishrapportwithpotentialclientsandmaketheproductandbrandmorememorablesimulated business scenario儿童玩具展厅，销售人员在介绍各种儿童玩具，包括长毛绒填充玩具、电子玩具、电动玩具、益智玩具和婴儿玩具等。请你为他做口译。Interpreting demo