对外经济贸易大学英语学院357英语翻译基础历年真题及详解

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2013对外经济贸易大学英语学院357英语翻译基础考研真题
2013对外经济贸易大学英语学院357英语翻译基础考研真题及详解
2012对外经济贸易大学英语学院357英语翻译基础考研真题
2012对外经济贸易大学英语学院357英语翻译基础考研真题及详解
2011对外经济贸易大学英语学院357英语翻译基础考研真题
2011对外经济贸易大学英语学院357英语翻译基础考研真题及详解
2010对外经济贸易大学英语学院357英语翻译基础考研真题
2010对外经济贸易大学英语学院357英语翻译基础考研真题及详解
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2013对外经济贸易大学英语学院357英语翻译基础考研真题
Part I Terminology andPhrase Translation (30 points)
SectionOne: Translate the following terms andphrases into Chinese. Write your answers on the ANSWER SHEET (10 points, 1point each).
1.litigation & arbitration　
6.expropriation
2.securities law　
7.counter trade
3.managing director
8.negotiable instrument
4.globalization
9.state of the art
5.patent
10.survival of the fittest
SectionTwo: Translate thefollowing terms into English. Write your answers on the ANSWER SHEET (10points, 1 point each).
1．合资经营　
6．利率
2．促销
7．绩效评估
3．股东
8．边际效应
4．贬值
9．消费者物价指数
5．技术密集型　
10．董事
Section Three: Givethe full forms of the following abbreviations and translate them into Chinese.Write your answers on the ANSWER SHEET (10 points, 1 point each).
1.ASEAN　
6.ISO
2.CIF
7.ITC
3.FDA　
8.NAFTA
4.GATT
9.MERCOSUR
5.GSP　
10.UNITC
Part II PassageTranslation (120 points)
Section One: Translate the following English passage intoChinese. Write your answer on the ANSWER SHEET (60 points).
Languageis the primary way in which producers and distributors communicate with consumers. Those involved with personalselling will find that speaking the local language isn’t optionalbut a requirement for success. Besides just being able to get the basicinformation across to the customer, a salesperson also communicates thecompany’s dedication to the marketplace. All salespeople face an uphill battlewhen trying to promote a product, but those without the requisite languageskills may find that the hill is almost vertical.
Language skills will also comeinto play when advertising and promotional collateral (brochures, manuals,business cards) are translated. A poorly worded document or mistranslatedslogan can sink a sales effort before it even starts. (Wanting to assure theirBelgian target audience of the sturdiness of their vehicles, General Motors’marketeers once translated their slogan of “Body by Fisher” into Flemish. Theresulting translation read more like “Corpse by Fisher” with embarrassingresults. One would question whether, even if it had been properly translated,the slogan would have had the desired effect on the Belgian customers.) Thechoice of brand names will also rely heavily on how the translation or logodesign will play in the new market.
Prior to distribution, alltranslated advertising and promotional materials should be reviewed numeroustimes by native speakers-to uncover potential problems. All administrative andsales personnel who will be working regularly in the target market must have adegree of fluency that will permit their marketing skills to be effective overthe long-term.
Understanding the target cultureis a continuing difficulty, even for major global market players. Pundits maybe claiming that the world is becoming more and more homogenized, but there isonly scant evidence of it in marketing. Cultural challenges are perceptual, andperception changes regularly. Having a firm understanding of what a culture waslike a decade ago is of practically no use today. Cultural research must becontinually updated if advertising and promotions are to work.
Even cultures that have had along-term relationship with each other can have difficulty communicating. Forinstance, though the Paris-based House of Chanel has been a name brand in theUnited States for many decades, they were unable to reach the American marketwith an ad that was hugely successful in Europe. The now-famous Egoistefragrance ad — featuring women screaming out the brand name from the windows ofRiviera hotel — made very little sense to the U.S. customer. The ad was just “tooFrench” for the United States and demonstrates a lack of market research.Another Chanel advertising campaign, this one for the Coco line, featuredscantily clad European pop star Vanessa Paradis swinging on a trapeze-inside ofa birdcage. This ad was quite successful, even though few in the U.S. Marketknew who Ms. Paradis was. In this case, the sexual nature of the advertisementcrossed the cultural line. The same ad, however, would have been banned in muchof Asia and the Middle East.
Very few advertising campaignssucceed in crossing cultural lines on a global basis. Certain categories ofproducts are more easily “globalized” than others. Those that become part of a“lifestyle” (beverages, clothing, personal care, food) are the most commonculture crossers. Thus, Budweiser, Levis, Lancome, and Mars have all had an.easy time making cultural inroads. Because these “lifestyle enhancers” arepositioned by the “image” they create, they are intentionally directed at youth,who often prefer to separate themselves from the dominant local culture.Advertising schemes that have the greatest chance of succeeding globallyexhibit the following attributes: simplicity, directness, humor and cleverimagery. All four components should be as broad as possible in composition forthe ad to have universal appeal.
Section Two: Translate the following Chinese passage intoEnglish. Write your answer on the ANSWER SHEET (60 points).
推进经济结构战略性调整是加快转变经济发展方式的主攻方向。必须以改善需求结构、优化产业结构、促进区域协调发展、推进城镇化为重点，着力解决制约经济持续健康发展的重大结构性问题。要牢牢把握扩大内需这一战略基点，加快建立扩大消费需求长效机制，释放居民消费潜力，保持投资合理增长，扩大国内市场规模。牢牢把握发展实体经济这一坚实基础，实行更加有利于实体经济发展的政策措旌，强化需求导向，推动战略性新兴产业、先进制造业健康发展，加快传统产业转型升级，推动服务业特别是现代服务业发展壮大，合理布局建设基础设施和基础产业。建设下一代信息基础设施，发展现代信息技术产业体系，健全信息安全保障体系，推进信息网络技术广泛运用。提高大中型企业核心竞争力，支持小微企业，特别是科技型小微企业发展。继续实施区域发展总体战略，充分发挥各地区比较优势，优先推进西部大开发，全面振兴东北地区等老工业基地，大力促进中西部地区崛起，积极支持东部地区率先发展。
2013对外经济贸易大学英语学院357英语翻译基础考研真题及详解
Part I Terminology andPhrase Translation (30 points)
SectionOne: Translate the following terms andphrases into Chinese. Write your answers on the ANSWER SHEET (10 points, 1point each).
1.litigation & arbitration
6.expropriation
2.securities law　
7.counter trade
3.managing director
8.negotiable instrument
4.globalization　
9. stateof the art
5.patent
10.survival of the fittest
【参考答案】
1．诉讼与仲裁
2．证券法
3．总经理
4．全球化
5．知识产权
6．征地
7．反向贸易
8．可流转票据
9．现有技术水平
10．优胜劣汰
SectionTwo: Translate thefollowing terms into English. Write your answers on the ANSWER SHEET (10points, 1 point each).
1．合资经营
6．利率
2．促销　
7．绩效评估
3．股东　
8．边际效应
4．贬值　
9．消费者物价指数
5．技术密集型
10．董事
【参考答案】
1.joint venture
2.sales promotion
3.shareholder
4.depreciation
5.skill-intensive
6.rate of interest
7.performance evaluation
8.marginal effect
9.consumer price index
10.board director
SectionThree: Give the full formsof the following abbreviations and translate them into Chinese. Write youranswers on the ANSWER SHEET (10 points, 1 point each).
1.ASEAN
6.ISO
2.CIF　
7.ITC
3.FDA
8.NAFTA
4.GATT
9.MERCOSUR
5.GSP　
10.UNITC
【参考答案】
1.Association of Southeast Asian Nations 东南亚国家联盟（东盟）
2. CostInsurance and Freight 　 到岸价
3. Foodand Drug Administration　 食品与药物管理局
4.General Agreement on Tariffs and Trade　 关贸总协定
5.Generalized System of Preference　　 （关税）一般特惠制
6.International Organization for Standardization 国际标准化组织
7.International Trade Centre 国际贸易中心
8. NorthAmerican Free Trade Agreement　 北美自由贸易协定
9.Mercado Comun del Sur　  南方共同市场
Part II PassageTranslation (120 points)
Section One: Translate the following English passage intoChinese. Write your answer on the ANSWER SHEET (60 points).
Language is the primary way inwhich producers and distributors communicate with consumers. Those involvedwith personal selling will find that speaking the local language isn’t optionalbut a requirement for success. Besides just being able to get the basicinformation across to the customer, a salesperson also communicates thecompany’s dedication to the marketplace. All salespeople face an uphill battlewhen trying to promote a product, but those without the requisite languageskills may find that the hill is almost vertical.
Language skills will also comeinto play when advertising and promotional collateral (brochures, manuals,business cards) are translated. A poorly worded document or mistranslatedslogan can sink a sales effort before it even starts. (Wanting to assure theirBelgian target audience of the sturdiness of their vehicles, General Motors’marketeers once translated their slogan of “Body by Fisher” into Flemish. Theresulting translation read more like “Corpse by Fisher” with embarrassingresults. One would question whether, even if it had been properly translated,the slogan would have had the desired effect on the Belgian customers.) Thechoice of brand names will also rely heavily on how the translation or logodesign will play in the new market.
Prior to distribution, alltranslated advertising and promotional materials should be reviewed numeroustimes by native speakers-to uncover potential problems. All administrative andsales personnel who will be working regularly in the target market must have adegree of fluency that will permit their marketing skills to be effective overthe long-term.
Understanding the target cultureis a continuing difficulty, even for major global market players. Pundits maybe claiming that the world is becoming more and more homogenized, but there isonly scant evidence of it in marketing. Cultural challenges are perceptual, andperception changes regularly. Having a firm understanding of what a culture waslike a decade ago is of practically no use today. Cultural research must becontinually updated if advertising and promotions are to work.
Even cultures that have had along-term relationship with each other can have difficulty communicating. Forinstance, though the Paris-based House of Chanel has been a name brand in theUnited States for many decades, they were unable to reach the American marketwith an ad that was hugely successful in Europe. The now-famous Egoistefragrance ad — featuring women screaming out the brand name from the windows ofRiviera hotel — made very little sense to the U.S. customer. The ad was just “tooFrench” for the United States and demonstrates a lack of market research.Another Chanel advertising campaign, this one for the Coco line, featuredscantily clad European pop star Vanessa Paradis swinging on a trapeze-inside ofa birdcage. This ad was quite successful, even though few in the U.S. Marketknew who Ms. Paradis was. In this case, the sexual nature of the advertisementcrossed the cultural line. The same ad, however, would have been banned in muchof Asia and the Middle East.
Very few advertising campaignssucceed in crossing cultural lines on a global basis. Certain categories ofproducts are more easily “globalized” than others. Those that become part of a“lifestyle” (beverages, clothing, personal care, food) are the most commonculture crossers. Thus, Budweiser, Levis, Lancome, and Mars have all had an.easy time making cultural inroads. Because these “lifestyle enhancers” arepositioned by the “image” they create, they are intentionally directed atyouth, who often prefer to separate themselves from the dominant local culture.Advertising schemes that have the greatest chance of succeeding globallyexhibit the following attributes: simplicity, directness, humor and cleverimagery. All four components should be as broad as possible in composition forthe ad to have universal appeal.
【参考译文】
语言是生产商和经销商与顾客交流的主要方式。私人零售商会发现，能讲当地语言并不是选择，而是获取成功的必要条件。除了向顾客讲清楚基本信息之外，销售人员还要阐述公司对市场的贡献。推销商品，对销售人员而言，就是一场艰难的上坡战，而那些没有掌握必要语言技巧的人可能会发现山坡几乎是垂直的。
当翻译广告和促销抵押品（手册、指南、商业名片）时，语言也将起到重要作用。一份措辞不当的文件或误译的标语会使营销努力在没开始之前就石沉大海。（通用汽车销售者为向其比利时目标客户确保其汽车坚固耐用，曾把他们的标语“费希尔所制车身”翻译成弗拉芒语。结果读起来像是“费希尔所制尸体”，贻笑大方。还有人怀疑，就算翻译准确，这个标语能否在比利时客户上达到满意效果还是个未知数。）品牌名称的选择也非常依赖翻译或商标设计如何在新市场里发挥作用。
在经销之前，所有翻译后的广告和推销的商品应经由母语国人无数次的检验来发现潜在的问题。所有将在目标市场定期工作的管理及销售人员必须掌握一定程度的流畅的当地语言，使他们的销售技巧能长期有效。
了解目标地文化存在着长期性困难，甚至对全球主要市场参与者来说也是如此。权威专家也许称世界正变得越来越同质化，但在市场营销方面却缺乏这种证据。文化挑战能够感知，相关看法会定期改变。让一家公司理解十年前一种文化的状貌在今天几乎没有实际用处。如果想继续进行广告和推销，文化研究必须要持续更新。
尽管有些文化之间虽有长期关系，但仍会给交流带来困难。例如，总部设在巴黎的香奈儿在美国数十年来一直是著名品牌，但难以打入美国市场。其广告却在欧洲取得巨大成功。现在著名的香奈儿广告——一群女人从里维拉酒店窗口大喊品牌名字——对美国顾客来说却几乎没有什么意义。这则广告对美国来说太“法国风”了，反映市场调研的缺乏。而在另一则可可系列的香奈儿广告活动中，穿衣暴露的欧洲明星凡妮莎·巴哈迪在一个鸟笼里的秋千上荡秋千。虽然美国并没有多少人知道巴哈迪是谁，但这则广告十分成功。在这个案例中，广告中的性感风跨越了文化之间的界限。然而，相同的广告在大部分亚洲国家和中东地区被禁。
很少有广告能跨越全球范围的文化界限。特定类型产品比其他产品更容易“全球化”。有些已经成为了人们的生活方式的产品（饮料、服饰、个人护理用品、食品）是最常见的文化跨越者。这样，百威啤酒、利维斯牛仔裤、兰蔻化妆品、战神食品等都很容易进行文化入侵。因为这些“生活方式增强剂”由它们所创造的形象来定位。它们目标顾客是年轻人，这些人经常选择与当地主导文化区别开来。那些最有机会能在全球获得成功的广告方案拥有以下特点：简单、直接、幽默、形象独到。因此，在创作具有全球吸引力的广告时这四个元素应在最大限度上被考虑进去。
Section Two: Translate the following Chinese passage intoEnglish. Write your answer on the ANSWER SHEET (60 points).
推进经济结构战略性调整是加快转变经济发展方式的主攻方向。必须以改善需求结构、优化产业结构、促进区域协调发展、推进城镇化为重点，着力解决制约经济持续健康发展的重大结构性问题。要牢牢把握扩大内需这一战略基点，加快建立扩大消费需求长效机制，释放居民消费潜力，保持投资合理增长，扩大国内市场规模。牢牢把握发展实体经济这一坚实基础，实行更加有利于实体经济发展的政策措旌，强化需求导向，推动战略性新兴产业、先进制造业健康发展，加快传统产业转型升级，推动服务业特别是现代服务业发展壮大，合理布局建设基础设施和基础产业。建设下一代信息基础设施，发展现代信息技术产业体系，健全信息安全保障体系，推进信息网络技术广泛运用。提高大中型企业核心竞争力，支持小微企业，特别是科技型小微企业发展。继续实施区域发展总体战略，充分发挥各地区比较优势，优先推进西部大开发，全面振兴东北地区等老工业基地，大力促进中西部地区崛起，积极支持东部地区率先发展。
【参考译文】
In order to accelerate the changeof economic growth mode, promoting the strategic restructuring of the economyis the major direction. The focus should be on improving demand structure,optimizing industrial structure, promoting the coordinated development of allregions and carrying out the process of urbanization. The significantindustrial problem that obstructs the sustainable and sound development ofeconomy should be spared no efforts to solve. We should adhere to the strategicpoint of expanding domestic demand and speed up the establishment of long-termmechanism for it so as to unleash the potential of household consumption,ensure investment growth at a reasonable pace and expand the scale of domesticmarket. We should adhere to the solid foundation of the development of the realeconomy. We will practice the policies and measures that are more conducive toreal economy development, strengthen demand orientation, facilitate the sounddevelopment of the strategic emerging industries and advanced manufacturingindustry, accelerate the transformation and upgrading of traditional industry,promote the development and expansion of service industry, especially modernservice industry and rationally distribute infrastructure and basic industry. Weshould build the next generation’s information infrastructure, develop moderninformation technology industrial system, and establish a sound informationsecurity system so as to promote the wide use of information networktechnology. We will also boost the core competitiveness of large and medium enterprise,support the development of small enterprise, especially scientific enterprise. Theoverall strategy of regional development will be continually implemented. Wewill give full play to the comparative advantage of every region, give priorityto the large-scale development of the west region, fully revitalize oldindustrial bases such as northeast China, vigorously promote the rise of thecentral and western regions, and actively support the eastern region in takingthe lead in development.

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