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3.1 外宣类文本材料范例阅读与文本特点分析 |
例1:
江苏豪森药业股份有限公司，位于黄海之滨的连云港市。她像一叶绿舟，感知着大海的韵律，享受着大海的拥抱。
豪森药业成立于1995年7月，创建伊始，就站在医药科技的高起点上励志图强。短短十年，豪森药业已发展成为一家极具创新意识的知识型、科技型的制药企业，成为国家重点高新技术企业，国家级“火炬计划产业基地骨干企业”，同时，部分原料药获得美国FDA认证，为豪森药业走向世界取得突破性发展。
大海给予我们太多的冲击，豪森药业时刻都在感受海的动力，豪森药业的快速发展，充分证明科技是第一生产力。豪森药业始终瞄准世界医药科技的高端，创仿结合、独立创新，创造豪森特色。
豪森药业全面通过国家GMP认证，拥有一整套现代化的生产和检测设备，形成一套完善的、科学的产品质量保证体系，始终保持国内同行业领先水平。
豪森药业与中华医学会,CSCO等多个国内学术团体密切往来，与国内外一流的科研单位建立长期合作关系，合作开发高技术含量产品，领军组织临床研究、学术论坛，建立起强大学术支撑网络。
企业研发中心是由教授、高级工程师、博士、硕士为主体形成的全方位多层次的科技创新研发体系。
当我们把以人为本与大海的韵律和谐在一起，豪森人胸怀就无比博大。
豪森药业拥有片剂、胶囊剂、颗粒剂、注射剂多条生产线。主要从事抗生素、抗肿瘤、消化道、内分泌、精神五大类药品的研发、生产和销售。现有国家一类、二类和四类新药，二十多个品种投放市场，服务社会，营造健康，并且不断进行新产品的研制。用产品拓展市场，用品牌铸造豪森。
豪森已经成为一个声名远播的品牌。
豪森药业在全国已经建立起一个覆盖面大，渗透力强的营销网络，销售业绩年年翻番。在亚洲、北美、欧洲、南美、大洋洲和遥远的非洲都有豪森品牌的熠熠光辉，这一切的努力都使豪森药业向世界优秀企业行列迈进。
豪森药业连续三年成为全国医药百强企业，连续六年被评为AAA级资信企业，世界“福布斯2006中国潜力百强排行榜”豪森药业名列第七位，并评价豪森药业是当前中国最具潜力的制药企业。
豪森药业服务社会，营造健康，恪守使命，快速发展，以科技为本创新豪森药业，以人为本铸造豪森精神，“豪在大志，森在伟业，精在管理，神在创新”，天行健，豪森自强不息。
与未来相约，豪森人用成就不断提升地平线，征服制高点。
例2：
We are a global group of energy and petrochemicals companies.Our innovative approach ensures we are ready to help tackle the challenges of the new energy future.
Learn how we do business,meet our people,and see how we grew from a small shop in London nearly 200 years ago to one of the world’s major energy companies.
We set high standards of performance and ethical behavior that we apply internationally.The Shell General Business Principles,Code of Conduct and Code of Ethics help everyone at Shell act according to our core values of honesty,integrity and respect for people and to comply with relevant legislation and regulations.
We employ around 90,000 people in more than 80 countries and territories.Our people are central to the delivery of our strategy and we involve them in the planning and direction of their own work.We create a work environment that values differences and provides channels to report concerns.
What began as a small shop selling antiques and later sea shells in London nearly 200 years ago is today one of the world’s major energy companies.
Shell is organized into:Upstream,Downstream,and Projects& Technology.
Shell wants to be the leading international energy company meeting the energy requirements and contributing to the economic prosperity of China and our customers in an environmentally and socially responsible manner.
◆思考： 从文本形式和语言两方面寻找中英文外宣材料的特点。
从语言表达形式来看，首先，例1和例2中的外宣材料都设置了小标题。中文的标题使用了对称的四字格，这来源于文言文几千年传承的语言形式，这种形式言简意赅，包含了无限的意义和内涵。在宣传文本中使用这种形式，体现了语言使用者思维的特点，即由发散至收拢、由抽象至具体；英文标题则清晰简洁地提出了宣传对象的几部分内容，即外宣主体的名称、所信奉的价值理念、构成组织单位的人、宣传对象的历史和业务范围，这体现了英语的逻辑层次和语言使用者务实的特征。第二，例1的宣传信息大多使用抒情语言。出于对语篇的审美偏好，中文外宣资料的表达常常言辞华丽夸张，语言层叠堆砌，时常引用古典诗词、对仗句等，使用壮辞渲染气氛、增添美感，对于习惯了这类表达方式的国人来说，这未尝不可，但在翻译为英文时需要根据情况将语言简化和具体化，以避免令西方消费者误认为宣传文本的主观性过强而不足采信。
从内容和结构来看，例1的企业宣传材料冗余信息过多，这导致主题不够凸显，主次信息模糊，层次不甚分明。中文的企业宣传大多花费很大篇幅阐述企业曾经经历过的艰难困苦和获得过的奖项荣誉，却疏于呈现和宣传对潜在客户或合作者来说最有实际意义的内容（如所提供的主要业务、产品和服务等），主题相关度偏低。除此之外，受汉语语言环境和思维方式的影响，中文企业外宣材料经常包含一些与政治意识形态相关的语汇，这在国企或大型企业的外宣材料中尤为突出，在翻译时需要根据情况处理，避免产生误解。
与中文企业外宣资料对比可以看出，例2的英文企业外宣材料内容简短扼要，与主题相关度高，用词简明具体、通俗易懂，不重修饰，重客观事实，体现了英文语篇的直线式思维方式。相比较而言，英文外宣材料侧重宣传企业规模、价值和在目的市场中的经营现状。
On March 19,workers’painting and calligraphy tour opened in Nanjing Workers Cultural Palace and the workers are from Shanghai,Nanjing,Hangzhou,Harbin,Xiamen,Wuxi.On the same day,representatives from Workers Cultural Palaces in Xi’an,Shenyang and other 16 cities attended the tour to celebrate the 90th anniversary of the establishment of Nanjing Trade Union.
127 works from the exhibition are all created by worker calligraphy and painting artists from six cities.Contents include Chinese freehand landscape paintings,flower and bird paintings,figure paintings and all kinds of calligraphy works,reflecting the working enthusiasm and high-spirited style and features.Representatives from Workers Cultural Palaces also took the opportunity of the painting and calligraphy tour to exchange ideas each other.They discussed the construction and development of the Workers Cultural Palaces to explore new ways of cultivating the cultural construction of the workers and promote the vigorous development of the cultural undertakings.
Questions:
1.What’s the main idea of the passage?
2.What’s the purpose of the tour?
3.What are the contents of the exhibition?
4.What do representatives mainly discuss?
Dr.Sun Yat-sen is a great forerunner of Chinese democratic revolution.His mausoleum,built from 1926 to 1929,is regarded as a masterpiece among all buildings of the Republic of China.Its cultural spirit and architectural position in Chinese modern history is summarized in a saying“Dr.Sun Yat-sen’s Mausoleum presents half of the history of the Republic of China”.In 1961 it was included in the first group of State Priority Protected Sites.
The architectural layout of Dr.Sun Yat-sen’s Mausoleum resembles a bell,symbolizing“the alarm bell is tolling all the times to arouse people”.It is made up of the Xiaojing Tripod,the Boai Archway,the Mausoleum Gate,the Stele Pavilion,the Sacrificial Hall and the Coffin Chamber along from south to north.Near by mausoleum there are the Open-Air Music Hall,the Guanghua Pavilion,the Liuhui Waterside Pavilion,the Sutra Depository and other auxiliary memorial buildings.
Questions:
1.What’s the main idea of the passage?
2.What’s the cultural spirit of Dr.Sun Yat-sen’s Mausoleum?
3.What does the architectural layout of Dr.Sun Yat-sen’s Mausoleum symbolize?
4.What is Dr.Sun Yat-sen’s Mausoleum made up?