翻译公司分享企业宣传资料的特点

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一、宣传资料的内容
在全球经济一体化的时代，中国的国际化企业或以国外市场为主的企业都非常重视公司的宣传，以建立自己的企业品牌。企业宣传资料的内容包罗万象，但宣传的目标是对公司形象、产品进行宣传介绍，以吸引投资者和购买者，从而拓展市场，提高经营效果。从广义上讲，企业宣传资料包括任何针对企业概况、企业文化、产品、商标、服务理念扥相关内容的介绍性文字。企业介绍（通常包括企业历史、发展概况、地理位置，所处行业、人员聘用、企业文化等信息）、产品方案、企业宣传广告和品牌活动等都属于企业宣传资料的内容。本文将结合译声翻译公司的客户案例和大家分享下英文企业介绍的语言特点、语篇特征及相应的翻译要点。

译声翻译公司曾服务过几十个行业客户，综合分析各个行业的英文企业介绍口译看出，英文的企业介绍大多包含如下几个方面

（一）介绍公司的成立时间、行业定位让读者认同、建立信任感

以下分别是对宝洁公司、箭牌和波音公司的介绍：

1.1837，William Procter and James Gamble formed a humble but bold new enterprise. What began as small, family-operated soap and candle company grew and thrived, inspired by P&G purpose of providing products and services of superior quality and value.（宝洁）
2. Wrigley is headquarter in Chicago, and operates as subsidiary of Mars, Incorporated, a private, family –owned company founded in 1911.（箭牌）
3. Boeing has been the premier manufacturer of jetliners of more than 40 years. With the merger of Boeing and McDonnell Douglas in 1997, Boeing’s legacy of leadership in commercial jets, joined with the lineage of Douglas airplanes, gives the combined company a 70-year heritage of leadership in commercial aviation.（波音公司）

（二）介绍公司的排名、销售业绩、客户和员工数量证明实力、建立客户信息。

1. The P&G community consist of over 138,000employees working in over 80 countries worldwide. What began as a small, family –operated soap and Candle Company now provides products and services of superior quality and value to consumers in over 180 countries.（宝洁公司）
2. The company （Wrigley）has operations in more than 40 countries and distributes its world-famous brands in more than 180 countries.（箭牌）
3. Operation in more than 70 countries, DuPont offers a wide range of innovative products and services for markets including agriculture, nutrition, electronics, communications, safety and protection, home and construction, transportation and apparel. （杜邦）

（三）介绍公司的品牌加深对企业的了解、推荐新产品。

1. Our company (P&G) has one of the largest and strongest portfolios of trusted brands, including Pampers, Tide, Ariel, Always, Pantene, Bounty, Pringles, Charmin, Downy, Lams, Crest, Actonel and Olay.
2. Throughout our business, we (Black &Decker) have established a reputation for product innovation, quality , end-users focus, design and value. Our strong brands names and new product development capabilities enjoy worldwide recognition, and our global distribution is unsurpassed in our industries. （百得公司）
3. With global headquarters in Detroit, GM manufactures its cars and trucks in 33 countries. In 2005, 9.17 million GM cars and trucks were sold globally under the following brand: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Hummer, Opel, Pontiac, Saab, Saturn and Vauxhall.（通用集团）

（四）企业产品研发与创新相关信息突显企业发展动力和前景、强大实力；梳理开拓进取、生机勃勃的企业形象。

1. Our ability to adapt to change and our foundation of unending scientific inquiry has enabled DuPont to become one of the world’s most innovative companies.（杜邦）

（五）企业的承诺在社会公众树立社会责任感，提高美誉度和知名度。例如：

1. We are committed to preserving the heritage and values of the Wrigley Company. That doesn’t mean we don’t change, adapt and innovate as time goes forward. It means that our values and our culture of caring for our people and treating each other with trust, dignity and respect or the ‘soul’ of our company must be nurtured. We also need to nurture the communities in which we work, and nurture our environment and broader, global community.（箭牌）
2. But， in the face or constant change , innovation and discovery ,our core values have remained constant: commitment to safety and health; environmental stewardship; high ethical behavior; and respect for people. （杜邦）

（六）企业标语和口号对企业形象和产品形象的补充，留下深刻印象。

企业标语和口号要求简洁、朗朗上口、亲切励志，例如：
1. Sense and Simplicity （精于心、简于形飞利浦Philips）
2. Time is what you make of it （天长地久-斯沃琪Swatch）
3. Experience Amazing （体验奇迹英特尔Intel）

二、企业宣传资料的语言特点与文体特征

英汉两种语言在表达习惯、行文方式等方面存在很大差异，这种差异也体现在企业宣传资料这种特殊的文体中：

1. 联想集团介绍：
联想于1984年成立，目前是一家营业额达460亿美元的《财富》世界500强公司，是全球消费、商用以及企业级创新科技的领导者，全球员工约60,000名。
联想为用户提供安全及高品质的产品组合和服务，包括个人电脑（经典的Think 品牌和多模式YOGA 品牌）、工作站、服务器、存储、智能电视以及智能手机（包括摩托罗拉品牌）、平板电脑和应用软件等一系列移动互联产品。
联想的保卫和进攻战略是集团业务成功的基石。凭借保卫和进攻战略，集团的市场份额屡创新高，盈利水平持续提升，业务取得更加均衡和多元化的发展。
创新是联想的基因，是联想得以持续发展业务的推动力。创新不仅体现在联想产品和技术上，还体现在我们的战略、执行力及业务模式等各个方面。
联想拥有一流的世界级研发团队，其分布在中国、日本和美国的研发中心构成联想独特的全球创新三角研发体系。
联想独一无二的混合制造模式是集团强大的竞争优势。联想在巴西、日本、美国和中国多地设立自主生产基地，自主生产量远高于其他硬件供应商。自主生产基实力，加上与ODM制造商的战略合作，为联想打造了高效卓越的供应链，以快速响应市场变化、加快产品创新，并支持快速的业务发展。

2. Unical 航空公司介绍
Unical Aviation began business in 1990 with a guiding philosophy of delivering performance that speaks for itself. Over the years, we have continually focused of three major areas that have enabled us to become an integral part of the airline industry.
We provide exceptional service and commitment in meeting our customer’s needs and requirements.
We have created a positive, stable working and environments for our employees to flourish.
We are proud to have developed a beneficial partnership with our shareholders and investment bankers, making Unical aviation the Investment of Choice.
In May 2004, Unical entered its next phase of growth and development by relocating our corporate headquarters into a new and larger warehouse facility. We stepped up our resolve and adopted a new and more fitting philosophy of Because it makes Sense. Over time, our company has grown to become one of the most dynamic leaders in the aircraft parts supply industry.
Our professional and energetic staff provides unparalleled Customer Service to our valued clients around the world. We continually invest in staff and inventory to insure our customer’s needs are met. Our six-day work week and 24 hours AOG service insures optimal coverage and has establish new industry standards. We are readily available to respond to our customer’s needs.
Unical expertise spans the entire spectrum of the aviation spares supply chain. A key strength of Unical rests with the extensive experience of its management team across airlines , maintenance , engineer, logistics and supply .Our core competencies are providing aircraft and engine parts for daily and heavy maintenance checks, component repair management , structural parts and equipment. In addition, we have the capability to support total care services for consumable, expendables and component power by the hour programs.

对比以上两条企业介绍，我们可以发现，两家公司的企业介绍都包含了一下信息：公司发展历程、从事行业与服务对象、企业特色与价值观、公司规模和公司品牌等。但是，英汉企业宣传资料在内容和语言形式、行文结构上存在很大差异。

中文材料文体以长篇大论、渲染枝节信息见长；喜用对仗、重复、排比等修辞手段以渲染效果。在语言结构方面，常用概念性及空洞夸大的描述性套话、辞藻华丽；多用四字表达，讲究工整对仗，行文注重统一平衡。如：联想独一无二的混合制造模式是集团强大的竞争优势。

相比之下，英文的企业宣传资料具有如下特点.

首先，英语企业宣传资料突出企业形象及产品本身，注重表述事实，传输使用信息，如开篇就提到 three major areas, 紧接着就具体说明这三大领域：We provide exceptional service and commitment in meeting our customer’s needs and requirements.

其次，英语企业的介绍宣传资料文体平实；行文流畅、富宇美感。文中通过使用时间状语，如 In 1990，in May ,2004 , over time等，清楚地向受众传达了公司的发展历程和目前的专攻领域及市场地位。

最后，英语企业介绍用词客观准确、通俗易懂。例如a guiding philosophy of delivering performance that speaks for itself，以及adopted a new and more fitting philosophy of Because it makes Sense，简单明了，清楚地传达了公司的经营理念。