电子商务专业英语2(实例教学)课件

电子商务专业英语（2）郝晓玲2009.9Review New words vAuctionvBack endvBartering vBidding system vBuild to-ordervBuy-side e-marketplacevConsortia vdisintermediationvDouble auctionvDutch auctionvDynamic pricing 专题专题2 科技英语阅读难点与翻译科技英语阅读难点与翻译技巧技巧vB.1 科技英语的特点与翻译要点 比起非科技英语来，科技英语有四多：一、复杂长句多一、复杂长句多 科技文章要求叙述准确，推理谨严，因此一句话里包含三、四个甚至五、六个分句的，并非少见。译成汉语时，必须按照汉语习惯破成适当数目的分句，才能条理清楚，避免洋腔洋调。这种复杂长句居科技英语难点之首，读者要学会运用语法分析方法来加以解剖，以便以短代长，化难为易。例如：vThere is an increasing belief in the idea)that the“problem solving attitude”of the engineer must be buttressed not only by technical knowledge and“scientific analysis”but that the engineer must also be aware of economics and psychology and,perhaps even more important,that he must understand the wor1d around him.v 这个长句由一个主句带三个并列定语从句构成There is an increasing belief in the idea)that the“problem solving attitude”of the engineer must be buttressed not only by technical knowledge and“scientific analysis”but that the engineer must also be aware of economics and psychology and,perhaps even more important,that he must understand the wor1d around him.这个长句由一个主句带三个并列定语从句构成，试译如下：越来越令人信服的想法是：工程师不仅必须用技越来越令人信服的想法是：工程师不仅必须用技术知识和科学分析来加强解决问题的意向，而且也一术知识和科学分析来加强解决问题的意向，而且也一定要了解经济学和心理学，而可能更为重要的是定要了解经济学和心理学，而可能更为重要的是:必须必须懂得周围世界懂得周围世界。二、被动语态多二、被动语态多 英语使用被动语态大大多于汉语，科技英语更是如此，有三分之一以上用被动句。对于英文的被动结构，一般采取下列方法分析。v1.翻译成汉语的主动句，这又可以进一步分为几种不同的情况：(1)英语原文中的主语在译文中仍做主语。在采用此方法时,我们往往在译文中使用“加以”,“经过”,“用来”等词来体现原文中的被动含义。例如:vOther questions will be discussed briefly.v译文：其他问题将简单地加以讨论。(2)将英语原文中的主语翻译为宾语,同时增补泛指性的词语(人们，大家等)作主语。例如:It could be argued that the radio performs this service as well,but on television everything is much more living,much more real.译文：可能译文：可能有人有人会指出会指出,无线电广播同样也能做无线电广播同样也能做到这一点到这一点,但还是电视屏幕上的节目要生动、真但还是电视屏幕上的节目要生动、真实得多实得多 (3)将英语原文中的将英语原文中的by,in,for等做状等做状语的语的介词短语翻译成译文的主语介词短语翻译成译文的主语,在在此情况下此情况下,英语原文中的主语一般被英语原文中的主语一般被翻译成宾语。例如翻译成宾语。例如:And it is imagined by many that the operations of the common mind can be by no means compared with these processes,and that they have to be acquired by a sort of special training.And it is imagined by many that the operations of the common mind can be by no means compared with these processes,and that they have to be acquired by a sort of special training.译文：许多人认为译文：许多人认为,普通人的思维活动普通人的思维活动根本无法与科学家的思维过程相比根本无法与科学家的思维过程相比,而而且认为这些思维过程必须经过某种专门且认为这些思维过程必须经过某种专门的训练才能掌握。的训练才能掌握。(4)翻译成汉语的无主句。例如:The volume of B2B E-commerce is expected to grow to 1,800 billion US$in 2003.译文：译文：预计预计企业间电子商务在企业间电子商务在2003年将年将达到达到18000亿美元。亿美元。(5)翻译成带表语的主动句。例如:The decision to attack was not taken lightly.(译文：进攻的决定不是轻易作出的。)2.译成汉语的被动语态。英语中的许多被动句可以翻译成汉语的被动句。常用“被”,“给”,“遭”,“挨”,“为所”,“使”,“由”,“受到”等表示。例如:Information about prices,costs,and fees could be hidden from the consumer,creating profitable“information asymmetries”for the selling firm.译文：价格、成本和费用等信息能够译文：价格、成本和费用等信息能够被被对顾客对顾客隐瞒，而为销售商造成有利可图的隐瞒，而为销售商造成有利可图的“信息不对信息不对称称”。三、非谓语动词多三、非谓语动词多v英语每个简单句中，只能用一个谓语动词，如果读到几个动作，就必须选出主要动作当谓语，而将其余动作用非谓语动词形式，才能符合英语语法要求。v非谓语动词有四种：动名词、现在分词、过去分词和不定式。例如：v例1.要成为一个名符其实的内行，需要学到老。要成为一个名符其实的内行，需要学到老。v这句话中，有“成为”、“需要”和“学”三个表示动作的词，译成英语后为：vTo be a true professional requires lifelong learning.v可以看出，选好“需要”(require)作为谓语，其余两个动作：“成为”用不定式形式 to be，而“学”用动名词形式learning，这样才能符合英语语法要求。v例例2.推销产品不只意味着出售，而推销产品不只意味着出售，而且还要亲临市场，拜访客户且还要亲临市场，拜访客户v这句话有“推销”、“意味着”、“销售”、“亲临”和“拜访”五个动作，译成英语为：v.v例例2.推销产品不只意味着出售，而且推销产品不只意味着出售，而且还要亲临市场，拜访客户还要亲临市场，拜访客户v译成英语为：vMarketing of a product does not only mean selling,but going to the market,visiting our customers.v本句的处理方式是将“意味着”(mean)用作谓语，而将“推销”(market)处理为动名词作为本句主语，将“销售”(sell)、“亲临”(go)和“拜访”(visit)处理为动名词作宾语。v例例3.任何具有重量并占有空间任何具有重量并占有空间的东西都是物质。的东西都是物质。v这句包含这句包含“是是”(在英语中属于在英语中属于存在动词存在动词)、“具有具有”和和“占有占有”三个动作，译成英语三个动作，译成英语.v例例3.任何具有重量并占有空间的东西都任何具有重量并占有空间的东西都是物质。是物质。v译成英语为：vMatter is anything having weight and occupying space.v将“是”(is)当谓语(系动词),而“具有”(having)和“占有”(occupying)处理为现在分词，连同它们的宾语weight和space分别构成现在分词短语作为修饰名词 anything 的定语。v例例4.从从EDI交易积累的历史数据交易积累的历史数据中获得的贸易信息是市场调研和中获得的贸易信息是市场调研和战略性计划信息的宝贵来源。战略性计划信息的宝贵来源。v这句有这句有“积累积累”、“获得获得”和和“是是”三个动词，译成英语三个动词，译成英语.v例例4.从从EDI交易交易积累积累的历史数据中的历史数据中获得的获得的贸易信息贸易信息是是市场调研和战略性计划信息的宝贵来源。市场调研和战略性计划信息的宝贵来源。v这句有“积累”、“获得”和“是”三个动词，译成英语后为：vTrading information obtained from historical data built up from EDI transactions is an invaluable source of market research and strategic planning information.v这里将“是”(are)作为谓语系动词，而将“获得”(obtained)“积累”(built up)处理为过去分词。v英语语法上这条铁定的要求每个简单句只允许有一个谓语动词，从上述四例可窥见一斑。这就是英语为什么不同于其它语言、有非谓语动词、而且用得十分频繁的原因。四、词性转换多四、词性转换多v英语单词有不少是多性词，即既是名词，又可用作动词、形英语单词有不少是多性词，即既是名词，又可用作动词、形容词、介词或副词，字形无殊，功能各异，含义也各不相同，容词、介词或副词，字形无殊，功能各异，含义也各不相同，如不仔细观察，必致谬误。例如如不仔细观察，必致谬误。例如：lightv名词：名词：(启发)in(the)light of 由于；(光)high light(s)强光，精华；(灯)safety light 安全指示灯v形容词：形容词：(轻)light industry 轻工业；(明亮)light room 明亮的房间；(淡)light blue 淡蓝色；(薄)light coating 薄涂层v动词：动词：(点燃)light up the lamp 点灯v副词：副词：(轻快)travel light 轻装旅行；(容易)light come,light go 来得容易去得快四、词性转换多四、词性转换多v诸如此类的词性转换，在科技英语中屡见不鲜，几乎每个技术名词都可转换为同义的形容词，如 capital goods(生产资料、工业机器)，Internet marketing(网络营销)。词性转换增加了英语的灵活性和表现力，读者必须从上下文判明用词在句中是何种词性，而且含义如何，才能对全句得到正确无误的理解。例如：v例1.You may get a 5%discount if your order is on a regular basis.v译文：如果你方定期给我方下定单，你方便可得到译文：如果你方定期给我方下定单，你方便可得到5%的折扣。的折扣。四、词性转换多四、词性转换多v例2.If a seller extends credit to a time draft,they have made a trade acceptance.The seller can request that the bank finance the transaction by buying the draft.The bank is said to discount the draft.v译文：如卖方开出的是远期汇票，以此向买方提供信用，此时就做了一笔商业汇票承兑业务，卖方可以请银行买下商业承兑汇票，银行用这个办法对出口商融资，也就是说，银行对该汇票贴现了。v可见，discount在这两句话中的意思一个是折扣(名词)，另一个是贴现(动词)。折扣是指商品在原价的基础上按百分比降价，贴现则是指未到期的票据向银行融资，银行扣取自买进日至到期日的利息，并收取一定的手续费后，将余下的票面金额付给持票人。2.4vIntermediaries(brokers)v1)wholesalersv2)retailersv3)infomediariesv4)e-distributorsvFive limitations of direct interaction(function of intermediaries)v1)search cost v2)lack of privacyv3)incomplete informationv4)contract riskv5)pricing inefficiencies2.4vInfomediaries is disintermediation or reintermediation?vWho is the upstream and downstream of syndicators？2.5 vEC competition is very intense because 1)Lower buyers search cost2)Speedy comparisons3)Differentiation and personalization4)Lower prices5)Customer service2.5Questions:1)Why the internet economy is just like ecosystem?2)What kind of competitive factor become more important and less important？3)whats meaning of“wear and tear”?4)What make A differentiates from others?2.5(2)v5)what is perfect competition?v6)what are the five forces of porter model?v7)whas meaning of liquidity?v8)what is early liquidity?v9)when the quality uncertainty will more likely happen?v10)how to deal with the the quality uncertainty problems?2.5(3）v11）according to strader and shaw,what are the e-market success factors?v12)internet stockmarket is easy or not to be succeed?v13)which type of consumer is more likely to buy online?2.52.6vEntry costvHomogeneousv minus signvCyberportvA not-so-well-known vendorvTestimonial sealvCognitivevSunk costvStatic catalogsvDynamic catalogsvAgreementvScenariovA great book lovervaccessoriesvBackdropv“canned”answervB-cart2.6v1)how about the online catalogs now?v2)how about the classifications of e-catalogs?v3）what are the advantage of e-catalogs？v4）give an example to explain the two approach to build e-catalogs?v5)give an example to explain the difference between search engine and intelligent agent?2.7 auctionsvDeficienciesvEtiquette rulevSolicitvOpen-air marketvEntertain bidvTeam up withvUnencryptedvBroadbandvBandwidthvOffer 报价 报盘 出价vBid 投标 递盘 叫牌 出价vPosted-price retailingvRequest for quote 2.7 auctionsv1)what are the three limitations of traditional auctions?v2)what is forward auction?v3)diffetiate those four forward auctionsv4)reverse auction=bidding or tendering systemv5)give an example for double auction?2.82.10vE-classified adsvIdle facilitiesvPointvReal estatevMiddlewarevHandsetvA world-class companyvIn-vehicle mobile servicesvCastingvSharewarevFreewarevPay as-you-use vDemand driven vJust-in-time manufacturingvBuild-to ordervBack officevVirtual close2.72.10vWhat kind of product is suitble for online negotiation?vHow does mobile commerce differ from EC?vWhat major services are provided by i-mode?vGive some examples of application of i-modeHomework 1)Remember the new words 2)Preview the chapter three 3.13.33)Find out difficult sentence 4)Online homework