《新時(shí)代主題大學(xué)英語綜合教程3》課件Unit 5 Holidays and Rituals

新時(shí)代主題大學(xué)英語：綜合教程N(yùn)EWERATHEME-BASEDCOLLEGEENGLISHHolidaysandRitualsUnit5中國人民大學(xué)出版社TextAContentsPartOneWarming-upActivitiesLead-inPartTwoReading&InteractingBackgroundInformationTextStudyBestQuotesPartThreeIntegratedSkillsPracticingTranslationSkills

TextStructureAnalysisQuotationsAfterwatchingthevideo,pleaseanswerthefollowingquestions.WhatisavitalritualfortheChinesepeopleinSpringFestival?WhyshouldthosepeopleinSouthChinahaveadishoffish

onSpringFestival?Afterwatchingthevideo,pleaseanswerthefollowingquestions.WhatisavitalritualfortheChinesepeopleinSpringFestival?BeingaroundfamilymembersattheturnoftheyearisavitalritualfortheChinesepeopleinSpringFestival.WhyshouldthosepeopleinSouthChinahaveadishoffishonSpringFestival?Because“fish”inChinesesoundssimilartotheChinesecharacterfor“prosperity”,symbolizinganabundantandcomfortablelife.爆竹聲中一歲除，春風(fēng)送暖入屠蘇。千門萬戶曈曈日，總把新桃換舊符。

—王安石（1021—1086，北宋著名的思想家、政治家、文學(xué)家、改革家）Amidtheboomoffirecrackersayearhascometoanend,Andthespringwindhaswaftedwarmbreathtothewine.Whiletherisingsunshinesovereachandeveryhousehold,Peoplewouldputupnewpeachwoodcharmfortheold.

—WangAnshi(1021–1086,thinker,politician,poetandreformerintheSongDynasty)Ifalltheyearwereplayingholidays,Tosportwouldbeastediousastowork.如果假日狂歡無休無止，那么游樂也會(huì)像工作那樣令人厭煩。

—WilliamShakespeare(1564–1616,Englishpoet,playwrightandactor)—威廉·莎士比亞（1564—1616，英國詩人、劇作家和演員）Inthisarticle,LinYutangdescribeshisexperienceofcelebratingChineseNewYear’sEve.Althoughthereisconflictbetweenhisreasonandemotion,hefinallyembracesitheartedly.TheinfluenceoftraditiononChinesepeoplemaybeinferredfromtheauthor’shumorousdepiction.TEXTA HowICelebratedNewYear’sEveLinYutangBackgroundInformationLinYutangLinYutangwasaChinesewriter,philosopher,translator,andpoet.HegotanMAdegreeatHarvardUniversityandadoctor’sdegreeatUniversit?tLeipzigandtaughtatPekingUniversity,TsinghuaUniversityandAmoyUniversityafterhereturnedtoChina.Hewrotemorethan35booksinEnglishand/orChinese,translatedmanyChineseclassicstointroduceChineseliteraturetowesternreaders.LinYutangwasnominatedfortheNobelPrizeforliteraturein1940and1950.

BackgroundInformation林語堂（1895-1976），福建龍溪（今漳州）人，中國現(xiàn)代著名作家、學(xué)者、翻譯家、語言學(xué)家。早年留學(xué)美國、德國，獲哈佛大學(xué)文學(xué)碩士學(xué)位和萊比錫大學(xué)語言學(xué)博士學(xué)位?；貒笤谇迦A大學(xué)、北京大學(xué)、廈門大學(xué)任教。林語堂用中英雙語寫作，作品享譽(yù)海內(nèi)外，于1940年和1950年先后兩度獲得諾貝爾文學(xué)獎(jiǎng)提名。課文《我怎樣過除夕》是作者用中英雙語寫成，分別收錄在散文集《中國的理智》和WithLoveandIrony中。BackgroundInformationNationalGovernmentofChina(Para.4)國民政府。1912年，辛亥革命勝利，推翻了清政府，建立了中華民國。中華民國國民政府（1925年7月1日—1948年5月20日），是北伐成功之后代表中國的唯一合法政府，直至1948年改組成總統(tǒng)府為止。

BackgroundInformationTheNationalGovernmentofChinahasofficiallyabolishedthelunarNewYear…(Para.4)國民黨北伐統(tǒng)一中國后，重新頒布命令，自1929年1月1日起，全國使用公歷，同時(shí)廢除舊歷，禁過舊年。然而，盡管政府完全無視中國文化千百年來積淀而成的民眾心理和風(fēng)俗習(xí)慣，廢除農(nóng)歷和春節(jié)，民間過舊歷新年之習(xí)俗及熱鬧場景，絲毫沒有因政府的一紙禁令而減弱。因此，1934年初，南京國民政府停止了強(qiáng)制廢除陰歷的做法，民間又可以名正言順地過農(nóng)歷春節(jié)了。BackgroundInformationLapacho(Para.7)臘八粥，又稱“七寶五味粥”、“佛粥”、“大家飯”等，在農(nóng)歷臘月初八用米、豆、棗、栗、蓮子等煮成的粥。佛教稱農(nóng)歷十二月初八為臘八。在我國北方，有“小孩小孩你別饞，過了臘八就是年”的說法，過臘八則意味著拉開了過年的序幕。1 TheoldChineseNewYear,ofthelunarcalendar,wasthegreatestfestivalintheyearfortheChinesepeople,comparedwithwhicheveryotherfestivalseemedlackingincompletenessoftheholidayspirit.Forfivedays

theentirenationdressedinitsbestclothes,shutupshop,loafed,gambled,beatgongs,letofffirecrackers,paidcallsandattendedtheatricalperformances.Itwasthegreatdayofgoodluck,wheneverybodylookedforwardtoabetterandmoreprosperousnewyear,wheneverybodyhadthepleasureofaddingoneyeartohisageandwasreadywithanauspiciousluck-bringingwordforhisneighbours?HowICelebratedNewYear’sEveLinYutang2

ThehumblestmaidhadtherightnottobescoldedonNewYear’sDay,andstrangestofall,eventhehard-workingwomenofChinaloafedandatemelonseedsandrefusedtowashorcookaregularmealorevenhandlethekitchenknife.ThejustificationforthisidlenesswasthattochopmeatonNewYear’sDaywastochopoffgoodluck,andtopourwaterdownthesinkwastopourawaygoodluck,andtowashanythingwastowashawaygoodluck.Redscrollswerepastedoneverydoorcontainingthewords:Luck,Happiness,Peace,Prosperity,Spring.Foritwasthefestivalofthereturnofspring,oflifeandgrowthandprosperity.

3

Andallaround,inthehomecourtyardsandinthestreets,therewasthesoundoffirecrackers,andthesmellofsulphurwasintheair.Fatherslosttheirdignity,grandfathersweremoreamiablethanever,andchildrenblewwhistlesandworemasksandplayedwithclaydolls.Countrywomen,dressedintheirbest,wouldgothreeorfourmilestoaneighboringvillagetowatchatheatricalshow,andvillagedandies

indulgedinwhatflirtationstheydared.Itwasthedayofemancipationforwomen,emancipationfromthedrudgeryofcookingandwashing,andifthemenwerehungry,theycouldfrynienkao,ormakeabowlofnoodleswithpreparedsauce,orgotothekitchenandstealcoldcutsofchicken.

4 TheNationalGovernmentofChinahasofficiallyabolished

thelunarNewYear,butthelunarNewYearisstillwithus,andrefusestobeabolished.5 Iamultra-modern.Noonecanaccusemeofbeingconservative.IamnotonlyfortheGregoriancalendar,butamevenforthethirteen-monthcalendar,inwhichallmonthshaveexactlyfourweeksortwenty-eightdays.Inotherwords,Iamveryscientificinmyviewpointandverylogicalinmyreasoning.Itwasthisscientificpridethatwasbadlywounded

whenIfoundmycelebrationoftheofficialNewYearagreatfailure,asanyonewhopretendedtocelebrateitwithanyrealfeelingmusthavefoundoutforhimself.6

Ididn’twanttheOldNewYear.ButtheOldNewYearcame.ItcameonFebruarythefourth.7 MybigScientificMindtoldmenottokeeptheOldNewYear,andIpromisedhimIwouldn’t.“I’mnotgoingtoletyoudown,”Isaid,withmoregoodwillthanself-confidence.ForIheardrumblingsoftheOldNewYear’scomingasfarbackasthebeginningofJanuary,whenonemorningIwasgivenforbreakfastabowloflapacho,orcongeewithlotus-seedsanddragon-eyes,whichsharplyremindedmeitwastheeighthdayofthetwelfthmoon.Aweekafterthat,my

servantcametoborrowhisextramonth’spay,whichwashisdueontheNewYear’sEve.Hegotanafternoon’sleaveandshowedmethepackageofnewblueclothwhichhewasgoingtosendtohiswife.OnFebruaryfirstandFebruarysecond,Ihadtogivetipstothepostman,themilkman,theexpressman,theerrandboysofbookcompanies,etc.Ifeltallalongwhatwascoming.

8 Februarythethirdcame.StillIsaidtomyself,“I’mnotgoingtokeeptheOldNewYear.”Thatmorning,mywifetoldmetochangemyunderwear.Isaid,“Whatfor?”9 “Choumaisgoingtowashyourunderweartoday.Sheisnotgoingtowashtomorrow,northedayaftertomorrow,northedayafterthedayaftertomorrow.”Beinghuman,Icouldnotrefuse.10 Thatwasthebeginningofmydownfall.Afterbreakfast,myfamilywasgoingtothebank,fortherewasamildsortofbankpicnic,whichcameinspiteofthefactthatbyministerialorderstheOldNewYeardidn’texist.“Y.T.,”mywifesaid,“wearegoingtohireacar.Youmightcomealongandhaveahaircut.”Ididn’tcareforthehaircut,butthecarwasagreattemptation.Ineverlikedmonkeying

aboutabank,butIlikedacar.IthoughtIcouldprofitablygototheCityGods’TempleandseewhatIcouldgetforthechildren.Iknewtheremustbelanternsatthisseason,andIdidwantmyyoungestchildtoseewhatarotatinglanternwaslike.

11 IshouldnothavegonetotheCityGods’Templeinthefirstplace.Oncethereatthistimeoftheyear,youknowwhatwouldhappen.IfoundonmywayhomethatIhadnotonlyrotatinglanternsandrabbitlanternsandseveralpackagesofChinesetoyswithme,butsometwigsofplumblossoms,besides.12 Aftercominghome,Ifoundthatsomeonefrommynativeplacehadpresentedmewithapotofnarcissus,thenarcissuswhichmademynativeplacenationallyfamousandwhichusedtobloomsobeautifullyandgaveoutsuchsubtlefragranceonNewYear’sDayinmychildhood.

Icouldnotshutmyeyeswithouttheentirepictureofmychildhoodcomingbacktome.WheneverIsmeltthenarcissus,mythoughtswentbacktotheredscrolls,theNewYear’sEvefeast,thefirecrackers,theredcandlesandtheFukienorangesandtheearlymorningcallsandthatblacksatingownwhichIwasallowedtowearonceeveryyear.

13 Atlunch,thesmellofthenarcissusmademethinkofonekindofFukienricepudding,madewithturnips.14

“Thisyear,noonehassentusanyturnippudding,”Isaidsadly.15

“It’sbecausenoonecamefromAmoy.Otherwise,theywouldhavesentit,”saidmywife.16 “IrememberonceIboughtexactlythesamekindofpuddinginaCantoneseshoponWuchangRoad.IthinkIcanstillfindit.”17 “No,youcan’t,”challengedmywife.18 “OfcourseIcan,”Itookupthechallenge.19 Bythreeo’clockintheafternoonIwasalreadyinabusonmywayhomefromNorthSzechuenRoadwithabigbasketofnienkaoweighingtwopoundsandahalf.20 Atfive,weatethefriednienkao,andwiththeroomfilledwiththesubtlefragranceofnarcissus,Ifeltterriblylikeasinner.“I’mnotgoingtocelebrateNewYear’sEve,”Isaidresolutely;“I’mgoingtoseethemoviestonight.”

21

“Howcanyou?”askedmywife.“WehaveinvitedMr.Ts—

todinnerthisevening.”Italllookedprettybad.22

Athalfpastfive,myyoungestchildappearedinhernewreddress.23 “Whoputonthenewdressforher?”Irebuked,visiblyshaken,butstillgallant.

24 “Huangmadid,”wasthereply.25 Bysixo’clock,Ifoundredcandlesburningbrightlyonthemantelpiece,theirlappingflamescastingasatiricalglowoftriumphatmyScientificConsciousness.MyScientificConsciousnesswas,bytheway,alreadyveryvagueandlowandunreal.

26 “Wholightedthecandles?”againIchallenged.27

“Choumadid,”wasthereply.28

“Whoboughtthecandles?”Idemanded.29

“Why,youboughtthemyourselfthismorning.”30 “Oh,didI?”ItcannothavebeenmyScientificConsciousnessthatdidit.ItmusthavebeentheOtherConsciousness.31 IthoughtImusthavelookedalittleridiculous,theridiculousnesscominglessfromtherecollectionofwhatIdidinthemorningthanfromtheconflictofmyheadandmyheartatthatmoment.Iwassoonstartledoutofthismentalconflictbythe“bomb-bah!”offirecrackersinmyneighbourhood.Onebyone,thosesoundssunkintomydeepconsciousness.TheyhaveawayofshakingtheChineseheartthatnoEuropeanknows.Thechallengeofmyneighbourontheeastwassoontakenupbymyneighbouronthewest,untilitgrewintoaregularfusillade.

32

Iwasnotgoingtobebeatenbythem.Pullingoutadollarbill,Isaidtomyboy:

(1558words)33

“Ah-ching,takethisandbuymesomeheaven-and-earthfirecrackersandsomewhipfirecrackers,asloudaspossibleandasbigaspossible.Remember,thebiggerandthelouderthebetter.”34 Soamidstthe“bomb-bah”offirecrackers,IsatdowntotheNewYear’sEvedinner.AndIfeltveryhappyinspiteofmyself.Redscrollswerepastedoneverydoorcontainingthewords:Luck,Happiness,Peace,Prosperity,Spring.Foritwasthefestivalofthereturnofspring,oflifeandgrowthandprosperity.(Para.2)

BestQuotes一幅幅的紅對聯(lián)貼在每一扇門上，都包含了鴻運(yùn)，幸福，和平，昌順，春興等字樣。因?yàn)檫@是春季回來的節(jié)日，也是生命財(cái)富回來的節(jié)日。

1.

WheneverIsmeltthenarcissus,mythoughtswentbacktotheredscrolls,theNewYear’sEvefeast,thefirecrackers,theredcandlesandtheFukienorangesandtheearlymorningcallsandthatblacksatingownwhichIwasallowedtowearonceeveryyear.(Para.12)BestQuotes當(dāng)我接觸到水仙的香味，我的思想便回到那紅的對聯(lián)，年夜飯，爆竹，紅燭，福建蜜橘，早晨的道賀和我那件一年只許穿一次的黑緞大褂。

2.

Onebyone,thosesoundssunkintomydeepconsciousness.TheyhaveawayofshakingtheChineseheartthatnoEuropeanknows.(Para.31)BestQuotes這些聲音一個(gè)連一個(gè)地深入我的意識(shí)中。它們是有一種歐洲人所不能體會(huì)的撼動(dòng)中國人心的力量。3.

ThistextisapieceofnarrativeprosewhichtellsushowtheauthorchangeshisattitudefromresistingthecelebrationoftheChineseNewYear’sEvetowardsembracingit.Inahumorousway,Lindescribestheconflictsbetweenhisreasonandemotionandhowtheatmosphereandcustomsofthefestivalsubtlyinfluencehimstepbystep.1.TextOrganization

Paras.1-3functionasanintroductorypartofthetext.ThispartgivesageneralintroductionoftheOldChineseNewYear.ItisthegreatestfestivalforChinesepeople.Peopleallenjoytheirleisure.

1.TextOrganization Paras.4-5canbeviewedasatransitionalpart,inwhichtheauthordescribeshisnegativeviewsonthecelebrationoftheOldNewYear. Thefinalpart(Paras.6-34)isthemainbodyofthepassage,inwhichtheauthordescribeshowheunknowinglyparticipatesinthecelebrationoftheNewYear.PartsParagraphsFunctionsMainIdeasPartOneParas.1–3AnintroductorypartPartTwoParas.4–5AtransitionalpartTheauthordescribeshisnegativeviewsonthecelebrationoftheOldNewYear.PartThreeParas.6–34ThemainbodyItisthegreatestfestivalforChinesepeople.Peopleallenjoytheirleisure.TheauthordescribeshowheunknowinglyparticipatesinthecelebrationoftheNewYear.2.DetailedTextStructureAnalysisPartI(Paras.1-3)TheauthorgenerallyintroducestheoldChineseNewYear.TheoldChineseNewYearisthegreatestfestivalintheyearfortheChinesepeople.(Para.1)Thehard-workingwomenofChinaidleonNewYear’sDay.(Para.2)Peopleallenjoytheirleisure.(Para.3)2.DetailedTextStructureAnalysisPartII(Paras.4-5)TheauthordescribesthenegativeviewsonthecelebrationoftheOldNewYear.TheNationalGovernmentofChinaofficiallyabolishesthelunarNewYear.(Para.4)Asalogicalandscientificman,hehimselfresistscelebratingtheOldNewYear.(Para.5)2.DetailedTextStructureAnalysisPartIII(Paras.6-34)TheauthorhumorouslydescribeshowheunknowinglyparticipatesinthecelebrationoftheNewYear.Hegivesextramonth’spayandtipstohisservants.(Paras.6-9)HeiscompletelyimmersedinthefestiveatmosphereoftheOldNewYearandfeelsveryhappy.(Paras.32-34)Hebuyssomelanterns,toysandtwigsofplumblossoms.(Paras.10-11)HeunknowinglyparticipatesinthecelebrationoftheNewYear.(Paras.20-31)Hegetsapotofnarcissusasapresent.Hegoesouttobuynienkao.(Paras.12-19)TranslationSkills廣告是一種面對大眾的重要宣傳手段，是一種獨(dú)特的文體。廣告語可以說常常都在玩“文字游戲”，這不僅給翻譯帶來了極大的困難，也給傳統(tǒng)的翻譯標(biāo)準(zhǔn)提出了挑戰(zhàn)。出色的廣告語必須具有獨(dú)特性、誘導(dǎo)性、針對性、口語化等特點(diǎn)，必須別出心裁、瑯瑯上口、余味無窮，令人過目不忘。TranslationofAdvertisements廣告翻譯

直譯：基本保持原句的句法和修辭特點(diǎn)。例1：At60milesanhourtheloudestnoiseinthisnewRolls-Roycecomesfromtheelectricclock.翻譯方法和要點(diǎn):參考譯文：時(shí)速60英里，這款“勞斯萊斯”最大的噪音來自車內(nèi)的電子鐘。這則廣告語是美國著名廣告撰稿人、舉世聞名的廣告教父DavidOgilvy的成名作之一。這種類型的廣告，樸實(shí)無華但又構(gòu)思獨(dú)特，譯文則應(yīng)盡量保留原廣告的風(fēng)格，按陳述句直譯，效果相當(dāng)。直譯：基本保持原句的句法和修辭特點(diǎn)。翻譯方法和要點(diǎn):參考譯文：如何贏得朋友，如何影響別人。這則廣告語是美國著名的人際關(guān)系學(xué)大師代爾·卡耐基給讀者許下的諾言，簡單明了，曾風(fēng)靡世界，令數(shù)以百萬的人為之動(dòng)心。例2：HOWTOWINFRIENDS

ANDINFLUENCEPEOPLE練習(xí)題1：ReliablySolid,SolidlyReliable.（汽車廣告）翻譯方法和要點(diǎn):參考譯文：安如磐石，磐石之安/牢靠堅(jiān)實(shí)，堅(jiān)實(shí)牢靠。解析：這則汽車廣告語十分有特色。它不是簡單的重復(fù)，而是通過改變詞性和顛倒詞序，以達(dá)到廣告的注意價(jià)值和記憶價(jià)值，標(biāo)新立異，造成特殊效果，給人留下了非常深刻的印象。練習(xí)題

2：Abusinessinmillions;Aprofitinpennies.翻譯方法和要點(diǎn):參考譯文：百萬生意，毫厘利潤。解析：這則廣告采用了對比的修辭方法，讓人耳目一新。2.意譯：由于兩種語言存在著詞義、結(jié)構(gòu)和文化等多方面的差異，很多情況下都不宜直譯，或無法直譯。尤其是一些修辭特點(diǎn)，如“雙關(guān)”和一些含有文字游戲的特殊句式，如果勉強(qiáng)直譯，不但不能忠實(shí)于原文，達(dá)到預(yù)期目標(biāo)，反而會(huì)費(fèi)力不討好，弄巧成拙。在這種情況下，就要改變原文的修辭特點(diǎn)或基本句式，采取意譯，反而能達(dá)意傳神。翻譯方法和要點(diǎn):例：Can’tBeatTheRealThing.翻譯方法和要點(diǎn):參考譯文：擋不住的誘惑！解析：這是美國可口可樂的一則廣告。如果直譯，將會(huì)十分單調(diào)刻板。譯文完全跳出了原文的句式，采取宣言般的寫法，很有新意。練習(xí)題1

：AMarsadaykeepsyouwork,restandplay.（Mars，一種糖果品牌）翻譯方法和要點(diǎn):參考譯文：每天一顆“火星”，讓你萬事稱心。解析：Mars巧克力糖的這則廣告，巧妙地套用了英語中兩個(gè)家喻戶曉的諺語，即“Anappleadaykeepsthedoctoraway”和“AllworkandnoplaymakestheJackadullboy”。整句廣告語既押韻，節(jié)奏感又強(qiáng)，朗朗上口，適于口頭傳誦，對促銷產(chǎn)生了良好的作用。練習(xí)題2

：WomenCanIndeedGoBold.（某護(hù)發(fā)中心廣告）翻譯方法和要點(diǎn):參考譯文：誰說女子不禿頭！解析：這是某護(hù)發(fā)中心的一則廣告。如果將原廣告語直譯，就是“女子的確可能禿頭”。如此直譯，效果可想而知。原廣告用“Indeed”一詞來加強(qiáng)語氣，而譯文改變了原廣告語的基本句式，改譯成反詰句，靠句式來加強(qiáng)語氣，引起讀者的警醒。譯文雖然句式變了，用詞變了，但效果卻更加突出了。3.

套譯：成語或諺語，其結(jié)構(gòu)、用詞和使用場合都是相對固定的，但有時(shí)廣告語也故意“張冠李戴”或“移花接木”，借成語或諺語原來的結(jié)構(gòu)或含義誘發(fā)讀者的聯(lián)想，詼諧成趣，耐人尋味，造成特殊效果，給讀者留下深刻印象。翻譯方法和要點(diǎn):這是“大眾”汽車（Volkswagen）的一則廣告語。這則廣告語套用了“Beautyisonlyskin-deep”這句諺語，將“Beauty”改為“Ugly”，運(yùn)用反論（Paradox），引起讀者的好奇。“Beautyisonlyskin-deep”本意是“漂亮的外表是富于欺騙的，在漂亮的外表下可能有非常不好的品質(zhì)”。這樣一來，“Uglyisonlyskin-deep”意思就變成了“雖然外表丑陋，但是品質(zhì)可貴”，突出了“大眾”汽車的“內(nèi)在美”。一旦你真正了解“大眾”，你也就不會(huì)在乎其外表了，因?yàn)樗鼛Ыo消費(fèi)者更多的是實(shí)惠和優(yōu)點(diǎn)。翻譯方法和要點(diǎn):例：Uglyisonlyskin-deep.“大眾”汽車廣告的英語原文套用了一個(gè)英語諺語，取的意思卻是話外音。漢語譯文也套用了漢語的一個(gè)成語，取的意思也是話外音，二者有異曲同工之妙。翻譯方法和要點(diǎn):參考譯文：其貌不揚(yáng)，品質(zhì)可貴。解析：這個(gè)例子中的英文廣告套用了一個(gè)英語諺語“Seeingisbelieving”，中文譯文也套用了一個(gè)中國俗語“百聞不如一見”。英文廣告改了英語諺語的第一個(gè)詞，而中文的譯文則改了漢語諺語的最后一個(gè)字，這個(gè)譯文可以說是新鮮活潑，殊途同歸。翻譯方法和要點(diǎn):練習(xí)題1

：Tastingisbelieving.（食品廣告）參考譯文：百聞不如一嘗。解析：這個(gè)廣告，套用的是英語中最常見的一句諺語，即“Wherethereisawill,thereisaway”。英文廣告語中，加入了該公司的名稱，而中文的譯文又剛好與該公司服務(wù)行業(yè)的特點(diǎn)相結(jié)合，可以說是恰到好處，韻味無窮。翻譯方法和要點(diǎn):練習(xí)題2

：WherethereisSouth,thereisaway.（南方科技咨詢服務(wù)公司廣告）參考譯文：有“南方”，事竟成。廣告的終極目標(biāo)是銷售產(chǎn)品，因此，涉外廣告的翻譯套用目標(biāo)市場人們耳熟能詳?shù)某烧Z、名句或諺語的做法值得提倡，比如日本汽車在中國的幾則廣告都大膽套用了中國家喻戶曉的諺語。翻譯方法和要點(diǎn):（1）車到山前必有路，有路必有“豐田”車。（日本豐田汽車廣告）（2）古有千里馬，今有“日產(chǎn)”車。（日產(chǎn)汽車廣告）（3）路遙知馬力，日久見“豐田”。（日本豐田汽車廣告）4.四字結(jié)構(gòu)法。漢語廣告語多用四字結(jié)構(gòu)，節(jié)奏感強(qiáng)，朗朗上口，便于記憶，因此用四字結(jié)構(gòu)來譯廣告語最為合適。翻譯方法和要點(diǎn):例：ThingsgobetterwithCoca-Cola.(Coca-Cola廣告)參考譯文：心曠神怡，萬事如意。練習(xí)題1：Tastestoogoodforwords.（食品廣告）翻譯方法和要點(diǎn):練習(xí)題2：TheGlobebringsyoutheworldinasinglecopy.（Globe

雜志廣告）參考譯文：其味無窮，妙不可言。參考譯文：一冊在手，縱覽全球。

但是需要注意的是，廣告翻譯和大眾審美心理之間存在著非常密切的關(guān)系。審美心理是一種綜合的文化意識(shí)，涉及到政治觀點(diǎn)、宗教觀念、生活方式和風(fēng)俗習(xí)慣等各個(gè)方面，大眾審美心理就更是如此。而廣告又是一種面對大眾的重要宣傳手段，本身就是一種重要的社會(huì)文化，它不僅要遵循社會(huì)文化習(xí)慣，投合大眾審美心理，而且在影響和形成社會(huì)文化和審美心理方面起著重要的作用。

翻譯方法和要點(diǎn):翻譯是一種跨文化勞動(dòng)。如不深諳兩種文化的差異，然后做出適當(dāng)?shù)奈幕D(zhuǎn)化，那么，即便原文的表達(dá)具有吸引力、誘惑力并尊重大眾文化和審美水平，譯文的效果也可能差強(qiáng)人意。翻譯方法和要點(diǎn):第一，熟悉外族文化，了解異域人民的審美心理，否則就會(huì)在出口商品的廣告或商標(biāo)翻譯中出現(xiàn)敗筆。例如，一種出口干電池的商標(biāo)名叫“白象”，英譯為“WhiteElephant”，字面看沒有任何問題。但是在英語文化中，awhiteelephant是一個(gè)固定短語，意思是“沉重的負(fù)擔(dān)”(aburdensomepossession)或“無用而累贅的東西”(somethinguseless)。翻譯方法和要點(diǎn):在涉外廣告翻譯的過程中，有兩個(gè)原則需要遵循：第二，為向譯文讀者忠實(shí)傳達(dá)原文信息，有時(shí)需要做適當(dāng)?shù)奈幕D(zhuǎn)換。例如，“玉兔”這個(gè)商標(biāo)為什么英譯成“MoonRabbit”而不譯成“JadeRabbit”？原因就在于，“玉兔”在中國文化中是生活在月宮桂花樹下的兔子，因此成為月亮的代稱。將它譯成MoonRabbit體現(xiàn)了我國古老文化的風(fēng)采，英文的受眾不易產(chǎn)生異解，不會(huì)誤認(rèn)為是用玉做成的兔子。

翻譯方法和要點(diǎn):TextBContentsPartOneWarming-upActivitiesLead-inPartTwoReading&InteractingBackgroundInformationTextStudyBestQuotesPartThreeIntegratedSkillsPracticingUnitProjectsTextStructureAnalysisWiththefirstthunderoftheyear,Chinesewelcomethethirdsolarterm:InsectsAwakening.ItisthetimewhentheHakkaaroundtheworldgobackhomeandpayrespectstotheirancestors.ItisaspecialoccasionfortheHakkatohaveafamilyreunionandtocherishthefamilyties.TEXTB Insects

Awakening

and

the

HakkaAfterwatchingthevideo,pleaseanswerthefollowingquestion.Whatarethe24solartermshailedintheinternationalmeteorologicalfield?2.Whichsolartermwaslaterevolvedintoafestivalto

worshipHeavenandancestors?3.Whataresomeoftheseasonalcustomsmentionedinthe

video?Pleasegiveussomeexamples.Intheinternationalmeteorologicalfield,the24solartermsarehailedas“the5thgreatinventionofChina”.Afterwatchingthevideo,pleaseanswerthefollowingquestions.2.WinterSolsticewaslaterevolvedintoafestivaltoworship

Heavenandancestors.1.Whatarethe24solartermshailedintheinternational

meteorologicalfield?WinterSolsticewaslaterevolvedintoafestivaltoworshipHeavenandancestors.Afterwatchingthevideo,pleaseanswerthefollowingquestions.Seasonalcustomsarestilltherage,suchaseatingspringpancakesatStartofSpring,sweepingancestors’tombsatQingMing,gainingweighttokeepwarmatStartofAutumn,andeatingnutritiousfoodtostoreenergyatStartofWinter.3.Whataresomeoftheseasonalcustomsmentionedinthe

video?Pleasegiveussomeexamples.BackgroundInformationSolar

terms節(jié)氣Solar

termsweredevelopedbyancientChinesethroughobservationofthesun’sannualmotion.Thetwenty-foursolartermshavebeenusedtomarkchangesinseasons,weather,andnaturebydividingayearintotwenty-fourequalperiods,therebyprovidingatime-frameforfarmerstoplancropproductionandfarmingcultivation,aswellasday-to-daylifeandfestivals.節(jié)氣是上古時(shí)期人們根據(jù)地球在黃道上轉(zhuǎn)動(dòng)的位置變化而制定的。中國人歷來用二十四節(jié)氣指導(dǎo)農(nóng)業(yè)活動(dòng)。BackgroundInformationThe

Hakka客家人SometimesHakkaHan,areHanChinesepeoplewhoseancestralhomesarechieflyfromtheHakka-speakingareasofGuangdong,Fujian,Jiangxi,Guangxi,Sichuan,Hunan,Zhejiang,HainanandGuizhou.TheChinesecharactersforHakkaliterallymean“guestfamilies.”TheHakkaarethoughttohaveoriginatedfromthelandsborderingtheYellowRiver.AsthemostdiasporicamongtheChinesecommunitygroups,theworldwidepopulationofHakkasisabout80million.BackgroundInformationThe

Hakka客家人客家人。在兩晉至唐宋時(shí)期，因戰(zhàn)亂原因，黃河流域的中原漢人被迫南遷，歷經(jīng)五次南下大遷移。因?yàn)殡x開中原故土，所以這些南下遷移的漢人一直自稱為“客”，寓為客居他鄉(xiāng)之意。古代當(dāng)?shù)毓賳T為這些移民登記戶籍時(shí)，亦立為“客籍”，稱為“客戶”“客家”，這就是客家人稱謂的由來。據(jù)統(tǒng)計(jì)，全球約有8000萬客家人。BackgroundInformationEnclosed

Houses圍屋ConsideredasoneofthefivemajorresidentialbuildingsinChina.ThiskindofbuildingfirstappearedintheTangandSongdynastiesandflourishedintheMingandQingdynasties.圍屋始建于唐宋，興盛于明清，是客家民居經(jīng)典的三大樣式（客家圍屋、客家排屋、客家土樓）之一，也被中外建筑學(xué)界稱為中國五大民居特色建筑之一。客家人聚居之處，都能見到圍屋的蹤跡。1 Over2,000yearsago,ancientChinesescholarsobservedthechangingpatternsinournaturalworld:theclimates,theturningoftheseasons,andastronomy.Thescholarsmeasuredanddividedthesun’sannualmovementsinto24equalparts,creatingthe24solarterms,whichwereusedtogovernagricultureinancientChina.Eventothisday,thisinventionstillguidesthelivesandtraditionsofhundredsofmillionsofChinesepeople.TheThirdSolarTermInsects

Awakening

and

the

Hakka2

AroundMarch5th,withthefirstthunderoftheyear,theChinesewelcomeinthethirdsolarterm:InsectsAwakeningorJingzheinChinese.Atthistime,thereisacustomofenjoyingrosesandeatingpears.Everyoneislookingforwardtothefirstthunderandtheawakeningofallthings.Thespringthunderawakensmorethanjustthoselittleinsects.Thefieldsareshowingalittlegreenandfarmerswhofollowthesolartermshavebeguntheirhardwork.Theinsectsbegintowakeuparoundnow,andfarmerswanttopreventpests,sotheywanttospraypesticideovertheirfields.3

Changtinghasovertwothousandyearsofhistory,anditisalsohometooneofChina’sveryuniqueethnicgroups:theHakka.“Hakka”basicallymeanstobeaguest.ThisisbecausetheHakkalefttheirhomelandbytheYellowRiverthousandsofyearsagoandsettledallovertheworld.TheInsectsAwakeningsolartermiswhentheHakkapeoplegohomeandpayrespectstotheirancestors.HugegroupsofHakkafromallovertheworld,includingHongKong,Macau,TaiwanofChina,andplacesacrossSoutheastAsiareturntoChangtingtopaytheirrespectstoancestors.

TheSpringingUpoftheHakka

4 Goldandsilverpapers—onesideisgolden,theothersideissilver—willbeusedduringspecialfestivalsandsolarterms.Thepaperismadeofbamboopulp,thesamematerialfordrawingthoughit’salittlecoarser.InChina,papermoneycanbeusedifyouwanttopayrespecttoyourancestors.Offeringpapermoneytothedeceasedisawayofshowingrespect.AmongalltheethnicgroupsinChina,theHakkaisoneofthemostwidelyspreadout.Becauseofwar,theymigratedfromcentralChinatothesouthovertwothousandyearsago.Itisestimatedthattherearearound80millionHakkaintheworldtoday.MostofthemyoucanfindonthesoutheasterncoastofChinaandothersliveinSoutheastAsia,theUnitedStatesandevenEurope.

5 TingjiangRiveristhelargestriverinthewestofFujianprovince,anditisthemotherriverfortheHakka.Thousandsofyearsago,whentheHakkasettledhere,therewasonlytheturbulentTingjiangRiveranddensebambooforests.Bymakinggoodsoutofbamboo,andbyusingTingjiangRiverfortransport,theHakkawereabletotradeandmakealiving,andtherealmoneymakerforthemwasbamboopaper.6 ThehistoryofbamboopaperstartedmorethaneighthundredyearsagoduringtheSongDynasty(960AD–1279),andthispaperwasdistributedaroundChinabytheTingjiangRiver.BambooshootsuphighduringtheInsectsAwakeningsolarterm,anditmakesexcellentmaterialforChangtingbamboopaper.Afterthetenderbambooisevenlycutintosections,itisimmersedinwaterforahundreddays.Thenitisbeatenthousandsoftimeswithsticks,removingalloftheroughshellandthegreenskin.Afterwards,it’sboiledwithhigh-qualitylimeuntilitbecomesafinebamboofiber.

Dependingonthequality,bamboopapercanhavemanyuses.Poor-qualitybamboopaperismadeintopapermoneyandburnedasanoffering.