小小小小野
Brand loyalty refers to consumers in the purchase decision-making has shown a certain brand of bias (as opposed to random) behavioral response. It is a course of conduct, but also a psychological (decision-making and evaluation) process. The formation of brand loyalty is not entirely dependent on the quality of their products, reputation, brand association and the spread of consumers it is closely related to the characteristics of their own, rely on the use of consumer products experience. Increase the brand loyalty of a business's survival and development, increase market share is extremely loyalty is the core brand value. It consists of five components:1, no brand loyalty areThis layer of consumers will continue to replace the brand, the brand did not agree with, is very sensitive to price. Low prices on which the election which many低值易耗品, the same habits of industry and consumer goods are of no brand , accustomed to the purchaserThis layer of consumers loyal to a brand or a few brands, the consumption of fixed habits and preferences, a pretty good idea at the time of purchase, our objectives are clear. If there are obvious incentives for competitors, such as price concessions, advertising, unique packaging, sales promotion to encourage consumers to try other means. Continued to purchase or purchase a product, brand switching will be carried out to buy other , satisfied buyersThis is one of the original consumer of the consumer is already quite satisfied with the brand, and brand switching has resulted in the risk of anxiety, that is to buy a new brand, there will be risks, the risks will be effective, the risk adjustment and so , emotional buyersThis level of consumer brand has a love and emotion, some brands is that they rely on emotions and the soul, such as the number of consumers every day with Chinese toothpaste, soap, some children Wahaha drink milk every day, Coca-Cola to incurred by the procession force formula, etc., can be enduring, that is, consumers have become friends, life, essential supplies, and not easily , loyal buyersThis layer is the highest brand loyalty, consumers not only have feelings for the brand, and even pride. Such as the Omega table, BMW cars, Rolls-Royce cars, Montagut clothing, alligator apparel, Nike shoes are in possession of the purchaser of such a value of brand loyalty is mainly reflected in the following aspects:1, lower marketing costs and increase profitsThe value of loyalty to the creation of what is? Loyalty, value, profit is a direct correspondence between the existence of a causal relationship. Marketing in the famous "Second, the eight principles", that is, the performance of 80% from 20% of the regular customers patronage. Of enterprises self-evident the importance of finding new customers, but the maintenance cost of an old customer for the development of only one-seventh of a new customer. In low-profit era, becomes the value of loyalty marketing. Many enterprises in our country most of the focus on finding new customers, but to enhance existing customer satisfaction and loyalty are indifferent. The purpose of an enterprise is to create value,Not just to make a profit. Create value for customers is a basis for establishing successful enterprises. Create superior value in favor of the concept of cultivating customer loyalty, customer loyalty will turn into profit growth and enterprise value, enterprise value and loyalty to create a business together constitute the true meaning of , easy to attract new customersHigh brand loyalty on behalf of each user can become a living advertisement, it will naturally attract new customers. Under the effect of word-of-mouth marketing: a customer satisfaction will lead to potential business 8 T; a dissatisfied customer will affect the purchase of 25 individuals will, therefore, a satisfaction, and are willing to establish long-term stability for the enterprise customers will be considerable profits. Job on behalf of brand loyalty on the consumer is satisfied with the , expansion of sales channels to increase powerWith high brand loyalty and sales channels in members of negotiating the status of a relatively active. Of course, selling to dealers selling profitable products, products with high brand loyalty naturally welcomed by the dealer. In addition, dealers also depends on the self-image of its products sold to raise. Therefore, the high brand loyalty of the products in the development pathway more smooth, easy access to more favorable terms of trade, such as after the delivery shall run, the best location of the , there is greater flexibility in the face of competitionMarketing era of market competition is increasingly reflected in the competitiveness of the brand. When facing the same competition, with high brand loyalty, as consumers slow to change, so can have more time to develop new products, improve the dissemination of offensive strategy to deal with , user-friendly to meet consumer demandEnterprises to enhance brand loyalty, to win the goodwill and trust of consumers, enterprises should focus on all the activities of the consumer to start services to meet consumer demand. To allow customers to purchase products and enjoy the use of services, there are memorable, enjoyable, comfortable feel. Therefore, the process of brand marketing must put the interests of short-term interests and long-term relationship, we must faithfully fulfill their obligations and social responsibility, with practical actions and the integrity of the image to win the trust and support of consumers. With the credibility of the brand, why should we worry there will not be any market, brands do not wang? This is a brand operated by market rules,Loyalty tied to value creation, business customers create more value, in favor of cultivating customer loyalty, and brand loyalty and profits will bring about the growth of tied to value creation, business customers create more value, in favor of cultivating customer loyalty, and brand loyalty and profits will bring about the growth of to enhance brand loyalty, to win the goodwill and trust of consumers, enterprises should focus on all the activities of the consumer to start services to meet consumer demand. To allow customers to purchase products and enjoy the use of services, there are memorable, enjoyable, comfortable feel. Therefore, the process of brand marketing must put the interests of short-term interests and long-term relationship, we must faithfully fulfill their obligations and social responsibility, with practical actions and the integrity of the image to win the trust and support of consumers. With the credibility of the brand, why should we worry there will not be any market, brands do not wang? This is a brand operated by market rules,1, user-friendly to meet consumer demandOperation is also a universal law, but also the best way to increase brand loyalty. Brand should spare no effort to do it carefully, to avoid short-term interests in pursuit of aggressive impetuosity committed an error, otherwise, no way will inevitably lead to brand and eventually move toward is to meet consumer demand for a real understanding of the consumer. Only domestic brand to provide the vast majority of the product value and function of the main, but far from being refined to meet the demand can not be compared to foreign brands. China's superior nutrition ham flavor, easy to carry out, but the food did not open the hole must be cut to find a pair of scissors. . Gillette razor handle manually is not only convex pattern with a circle to increase friction to prevent slip razor hand and scratch the face, and think on the convex pattern onto a layer of rubber to allow customers to use when in the hands of a more fitting skin, more comfortable,Convex pattern in the wear layer of rubber so that when customers use more fitting in the hands of the skin, more comfortable,2, product innovation3, to provide value-added productsThe quality of the product is brand loyalty from customers on the basis of. Many brands of the world history tells us that consumer brand loyalty, in a sense can also be said that the loyalty of the quality of their products. Only excellent quality products in order to truly establish in people's eyes the "brand" by consumers. Product innovations so that consumers feel the quality has been increasing 's air-conditioning, washing machine, there will be new features every year, the introduction of new technology products; Nokia, Motorola unveiled a new handset every year; P & G Oil & Ulan,海飞丝products such as modified from time to time the introduction of new formulations of its new products excitement, to make people feel that business has been working to improve product quality for can provide consumers with additional value-for-money interests who will be able to win , effective communicationThe quality of products by consumers to judge the satisfaction of truly consumer-centric done; not only have to pay attention to the core product and tangible products, but also to provide more additional products. Haier not only the maintenance staff time to fix the refrigerator, air-conditioning; customers can get more, maintenance staff courtesy warm greetings to the people, bring their own drinks do not drink a water user, the user sets of plastic shoes to avoid fouling the floor at home and so on Haier's Because after-sales service provided to consumers the benefits of an unexpected and greatly improve the consumer's brand evaluation and acceptance. Homogenization in the product of the times,Enjoy convenient, practical and full of interesting communication experience. At the same time, the club provided by Nokia is the world's fascinating photos. Club Nokia choose a series of international famous brands, including Hallmark, Sanrio, EMI, Universal, and so on, Nokia users can personalize their mobile through effective communication with consumers to maintain and enhance brand loyalty, such as the establishment of customer database, regular visits, public relations, advertising and so on. The establishment of customer database, choose the right customers, customer classification, choose to retain the value of customers to develop customer loyalty program; understanding of customer needs and effectively meet customer requirements; with customers to establish long-term stable and mutual need and mutual assistance relationship. Mainly to the dissemination of advertising, advertising can enhance consumer brand familiarity, trust, so that consumers love the brand and loyalty.(A) the purchase of the number of repeat customersA certain period of time, customers of a brand product of the number of repeat purchase more on the brand loyalty of the higher, the lower the contrary. Should be noted that this indicator in determining the limits of the reasonable, it must be based on different products be treated differently.(B) the length of the customer toAccording to the law of consumer psychology, customer purchases of goods, especially the purchase of goods, must go through the selection process of comparison. However, due to differences in the degree of trust for different products, customers to buy the length of the selection are different. In general, the shorter the time to select customers that he formed a preference for branded goods, the higher the brand loyalty, on the contrary that he is the brand loyalty of the lower. In the use of this standard to measure brand loyalty, it is important to remove the product structure, use of the impact of differences.(C) customers of the price sensitivity of theConsumer prices are very important, but this does not mean that all kinds of products consumers the same degree of price-sensitive. Facts have proved that love and trust for the products, consumers bear the price changes of their ability, that is, low degree of sensitivity; and who do not like the product, consumer price changes on their ability to bear, that is highly sensitive. Which can also be a measure of consumer brand loyalty. Applying this standard, the customer should pay attention to the extent necessary for the products, product supply and demand situation and market competition of three factors. In practical application, the measure of price sensitivity and the relationship between brand loyalty,To exclude these three factors.(D) the customer's attitude to the competitive productsOf a change in brand attitude, and more competitive products by comparison with the generated. Products according to customer's attitude to the competitors, customers can determine the products of other brands of high and low loyalty. If customers are interested in strong competitor products, goodwill, and on the description of a low brand loyalty. If customers are not other good brand, a low level of interest on the notes of a high brand loyalty.(E) the quality of products the customer's attitudeAny one enterprise may occur due to various reasons the issue of product quality, even if the brand is also inevitable. If a customer's impression of a good brand, high loyalty, the problems of enterprises will be tolerant and sympathetic attitude, I believe that businesses will soon be addressed. If the customer brand loyalty of a low quality issues once the products, customers will be very sensitive, very likely no longer purchase the product. 中文再这个网址
无限幻想海浪
翻译是将一种语言所表达的意思用另一种语言准确而完整地表达出来。下文是我为大家整理的关于的范文，欢迎大家阅读参考! 篇1 漫谈英文定语从句的翻译 摘 要：英文中有大量的定语从句，在翻译时不仅要正确理解定语从句和句子其它成分之间的语法关系和内在逻辑关系，进行必要的句子结构分析和语义分析，还要根据表达的需要对句式做适当变动和调整，使译文顺畅，符合汉语表达习惯。 关键词：定语从句 前置 后置 状语 在英文中，用来修饰、限制、说明句中某一名词、代词、名词或代词短语乃至整个句子的从句叫定语从句。在语序上，定语从句置于先行词之后，是句子中起形容词作用的主谓结构。定语从句是英语语言表达中重要的基本句型之一，在英语中大量出现，它的句子有长有短，结构有繁有简，对先行词的限制作用有强有弱，还有的定语从句在逻辑上具有表示原因、结果、让步、目的、条件、假设等意义。 由于英汉两种语言分属于不同的语系，它们的行文结构存在很大的差异。定语从句虽然在英文中很常见，但却是中文中所没有的结构之一。所以，在将英文中含有定语从句的复合句翻译成汉语时，需要作适当的调整，具有较大的灵活性。在具体翻译时，必须正确体会原文的逻辑概念，合理安排译文的语序，根据其结构和含义采用不同的译法。 一、前置译法 前置译法主要用于限制性定语从句，尤其是一些较短的限制性定语从句。此时，定语从句与它所修饰的先行词关系非常密切，如果分开译会影响主句意思的完整。翻译时可按照汉语定语前置的习惯，将其译成带“的”的定语片语，放在先行词的前面，使译文简洁明了，符合汉语的行文习惯。例如： 1The boy who just went out is my nephew. 刚出去的那个男孩是我的侄儿。 2The old lady died on the day when her son arrived. 那个老太太在她儿子到达的那天去世了。 3Objects that do not transfer light cause shadows. 不透光的物体会造成阴影。 4Shanghai is the place where he was born. 上海是他出生的地方。 5I know the reason why he came late. 我知道他来迟的原因。 6I want to buy a watch which is waterproof. 我想买一块防水的表。 7This is the reservoir that we bulit after the flood last year. 这就是去年洪水过后我们修建的水库。 8Our two countries are neighbors whose friendship is of long standing. 我们两国是有着悠久友好历史的邻邦。 除此之外，一些非限制性定语从句，或因结构短小，或因与先行词关系较密切，或因拆译后会造成译文结构松散，在翻译时也可以译成前置定语结构。例如： 1My brother-in-law’s laugh，which was very infectious，broke the silence. 我姐夫富有感染力的笑声打破了沉默。 2The American busines *** an，who had long been interested in Chinese products，was invited to visit a development zone in East China. 早就对中国产品感兴趣的那个美国商人应邀参观了华东地区的一个开发区。 3He likes his sister，who is warm and pleasant，but he doesn’t like his brother，who is aloof and arrogant. 他喜欢热情愉快的妹妹，而不喜欢冷漠高傲的哥哥。 4Last night I saw a very good film，which was about the French revolution. 昨晚我一部关于法国革命的精彩电影。 5A man，who bites others，gets bitten himself. 害人者， 反害已。 二、后置译法 后置译法在翻译非限制性定语从句时使用比较普遍。英语中的非限制性定语与先行词的关系较为松散，在文字上一般有逗号与先行词隔开。非限制性定语从句对先行词不起限制作用，有些只是用来对其先行词加以描述、解释或补充说明，在语意上与主句接近于并列结构。翻译时可将其与主句分开，译成一个独立的汉语句子，放在先行词的后面。将非限制性定语从句单独译成一句可以使译文层次分明，并符合汉语简洁、明了的表达习惯。例如： 1She has two brothers，who are both doctors. 她有两个兄弟，他们都是医生。 2We will put off the party until next week，when we won’t be so busy. 我们将把聚会推迟到下星期，那时我们不会这样忙。 3They turned a deaf ear to our demands，which enraged all of us. 他们对我们的要求置之不理，这使我们大家都很气愤。 4I told the interesting story to Jessica，who told it to her hu *** and. 我把这个有趣的的故事告诉了杰西嘉，杰西嘉又告诉了她的丈夫。 5Nevertheless the problem was solved successfully，which showed that the putations were accurate. 不过问题还是圆满地解决了，这说明计算很准确。 6Mechanical energy is changed into electric energy，which in turn is changed into mechanical energy. 机械能转变为电能，电能又转变为机械能。 7He had talked to Vice-President Nixon，who assured him that everything that could be done would be done. 他和副总统尼克松谈过话。副总统向他担保，凡是能够做到的都会去做。 另外，有些较长的限制性的定语从句结构相对复杂，若译成前置定语结构往往显得冗长，而且也不符合汉语的表达习惯。在这种情况下，也可译成后置的并列分句。例如： 1A fuel is a material which will burn at a reasonable temperature and produce heat. 燃料是一种物质，在适当温度下能够燃烧并放出热量。 2Statuses are marvelous human inventions that enable us to get along with one another and to determine where we fit in society. 身份是人类的奇妙发明，它可以使人们相互之间相处融洽，并使人们得以确定在社会中所处的恰当地位。 3Philosophy is speculative in that it attempts to construct patterns from life experiences that give meaning to reality in the universe. 哲学的推断性在于试图从生活经历中构筑模式，这些模式给天下存在的万物赋以意义。 4The airline has a booklet that will tell you most of the important things about the trip to Eorope. 这家航空公司备有一本小册子，小册子会告诉你有关欧洲之行的大部分重要事情。 5Late last century all the universities in the United States adopted the credit system which benefited students a great deal. 上世纪末，美国所有大学都实行了学分制。学生们从中受益匪浅。 三、合成译法 英语中有些限制性定语从句与主句关系十分紧密，并且在意义上突出了全句的重点;而主句仅起结构上的作用，其本身的意义并不突出。这时，可将原句中的主句和定语从句融合在―起译成一个独立的汉语句子。英语中带定语从句的There be…结构和它的变体结构或先行词在逻辑上与定语从句中的动词构成主谓或动宾关系时，汉译时常用这种方法来处理。例如： 1There are some metals that are lighter than water. 有些金属比水轻。 2There are many people who want to see the film. 许多人要看这部电影。 3There is a man downstairs who wants to see you. 楼下有人要见你。 4What's the time you usually go to bed? 你通常什么时候睡觉? 5Her hair is the same color as her mother's. 她的头发和她母亲的头发一样颜色。 6ABC is a triangle whose sides are of unequal length. ABC是不等边三角形。 7This is the paper mill that they set up in 1980. 这个造纸厂是他们在1980年建造的。 8I saw a cow that was grazing under a tree. 我看见一头牛在树下吃草。 四、转换译法 英语中有些定语从句，其表层结构虽为定语，实际上却起状语的作用，兼有状语从句的职能，在逻辑上与主句有状语关系，具有说明原因、结果、目的、让步、假设等含义。翻译时不能只注意定语从句及其所修饰的先行词，而应善于从原文的字里行间发现整个从句和主句的内在联络及它们之间逻辑上的关系，增译“由于”， “结果”，“尽管”，“不论”，“当”等词，将其译成相应意义的汉语偏正复句。例如： 1The newswoman wishes to write an article that will attract public attention to that assassination. 这位女记者想写一篇文章，以便能够引起公众对那起暗杀事件的注意。译成目的状语从句 2Electronic puters， which seems to play the role of a human brain， is often called an electronic brain. 由于电子计算机起著类似人脑的作用，所以常常被称做电脑。译成原因状语从句 3An automatic production line is excellent for the automotive industry where thousands of identical parts are produced. 自动生产线最适合用于汽车工业，因为那里要生产成千上百个同样的零件。译成原因状语从句 4Those who are in favor please hold up their hands. 如果赞成，就请举手。译成条件状语从句 5He insisted on buying another coat，which he had no use for. 他坚持要再买一件上衣，虽然他用不着。译成让步状语从句 6My assistant，who had carefully read through the instructions before doing his experiment，could not obtain satisfactory results. 虽然我的助手在做试验之前已经仔细阅读过说明书，但他还是未能得到满意的结果。译成让步状语从句 7Electronic puters，which have many advantages，cannot carry out creative work and replace man. 虽然电子计算机有很多优点，但它不能进行创造性的工作，也代替不了人。译成让步状语从句 8Friction，which is often considered as a trouble，is sometimes a help in the operation of machines. 摩擦虽然常被看作是一种麻烦，但有些时候却有助于机器的运转。译成让步状语从句 9Rubber is a light，elastic，durable and water-resistant material，which makes rubber industry very important. 橡胶是一种质轻、富有弹性、经久耐用和防水的材料，因此橡胶工业十分重要。译成结果状语从句 10He took Chinese medicine，which relieved her symptoms. 他服了中药，结果缓解了症状。译成结果状语从句 综上所述，中、英文关于定语修饰语的差别使得我们在翻译时必须善于变通，充分考虑汉语的表达习惯。英文中的大多数定语从句在翻译成汉语时并不译成中文中的定语，而是灵活变通，转换成其他型别的从句或译成各种型别的状语， 并体现他们之间因果、让步、并列等的关系，还有的甚至译成汉语的独立句。这就要求我们在实际的翻译中，不仅要正确理解定语从句和句子其它成分之间的语法关系和内在逻辑关系、进行必要的句子结构分析和语义分析，还要根据表达的需要对句式做适当变动和调整，使译文顺畅，符合汉语表达习惯。 参考文献： [1]浩瀚，马光.轻松掌握英语翻译[M]395-398.北京：中国书籍出版社，2001. [2]张先刚.英文被动语态的汉译技巧[J].安阳师范学院学报，2006，3. [3]任爱民.定语从句的状语功能例说[J].青海教育，2005，12. 篇2 浅谈中国菜肴的英文翻译 【摘 要】 饮食文化是中国悠久历史文化的重要组成部分，内涵丰富、博大精深.随着对外贸易的进一步扩大和全球化程度的不断加深，中国与国际交往日益频繁.外国朋友在品尝中国美食的同时，也想了解每道菜名的含义、使用原料、烹饪方法等.因此，中餐菜肴的准确英译在传播中华饮食文化上起着重要的作用.本文以宣传中国饮食文化为出发点，分析了中餐菜名和主食在英译中的基本原则，并结合具体示例提出了六种中餐菜名英译的方法和建议。 【关键词】 中国菜名;翻译原则;方法 俗话说，“民以食为天”，中国的烹饪艺术博大精深、源远流长，享有“烹饪王国”之美誉。近年来，随着全球化程度的不断深入，来华投资经商、旅游观光的外国客人越来越多。他们在工作之余或饱览中国的美丽风光之后也极想品尝一下中国的菜肴。因此，中餐菜名和主食的英译问题就突出地摆在了我们面前。因为这既是增进友谊与了解的需要，也是传播博大精深的中国传统文化的重要工作。 一、中国菜肴英译的基本原则 一求实避虚原则 根据Newmark对实用文字的划分，中餐菜名翻译文字应属资讯型文字，翻译的目的是让外国朋友了解菜肴的内容，以及菜名所包含的文化内涵。因此译者在翻译中餐菜名时所要遵循的首要原则应是求实避虚原则，如实翻译出菜肴的主料、配料、调料、烹调方法等真实内涵，而不是完全按照菜名的字面意思翻译。例如：有一道菜叫“金玉满堂”，其实就是虾仁鸡蛋汤，如果照菜名字面意思翻译成“Hall full of Gold and Jades”，外国客人准得大吃一惊，“How can Chinese people eat gold and jades?”;但如果译成 “shrimp and egg soup”，大家就很容易理解了。又如“百鸟归巢”应根据菜名组合实译为“chicken and pork with egg and bamboo shoots”。由此可见，对于这类改变了以原配料、加工形状和烹饪手段等常规命名方式的雅致菜名，必须化“虚”为“实”，翻译出该菜的原配料成分和烹调方法等辅助因素。 二避免文化冲突原则 在中式菜谱里，以龙、凤、鸳鸯、如意、芙蓉、翡翠、元宝、荷包等中华民族象征吉祥意义的动植物和象征著荣华富贵的物品来命名的菜名比比皆是。有些甚至借用了一些实际无法食用的物品或西方人所忌讳食用的动物名。如“龙凤配”这道名菜有些中餐馆直译成“Dragon & Phoenix”显然不妥。因为在西方文化中Dragon含有邪恶之意，而Phoenix是只在中国神话中才出现的飞禽，西方人对它没有感性认识。因此该菜名的翻译是不合适的。实际上这道菜的主料是Lobster龙虾和Chicken老母鸡，因此，我们可以译成Lobster and Chicken。又如脆皮乳鸽，象征著和平的鸽子烹而食之，西方人是无法接受的，还有诸如动物内脏、青蛙等。因此，又有如鱼香牛肝、火爆腰花、麻辣肥肠等菜名。译者应该具有跨文化意识，特别要注意那些根据联想意义而命名的菜肴，以免引起文化冲突和不必要的麻烦。 三舍繁取简原则 与西餐菜名相比，中国菜名显得过于冗长繁杂，如果将主料、配料、调料、烹调方法、刀工或蕴含的文化等全部逐字翻译，很难被外国人接受，应力求简明扼要。如corned beef罐头碎牛肉，corned的英文释义为pre-served in salt or brine用盐或盐卤腌制的，在这里涵盖了大量的资讯。有的菜名并不强调烹调方式、或者根据主配料的搭配可知其烹制程式，翻译时可将其省去。同样的道理，有些英译菜名可省去调料，甚至可省去配料。如蒜茸猪红拌时蔬，菜名太繁琐，把蒜茸省去，用spiced表示其部分语义，译为spiced pig’s blood with vegetables即可。省略调料或配料。如蜜汁烤叉烧：barbecued pork 略去调料蜜汁凉拌海蜇：special seaweed略去凉拌的调料，而用“special”来表示。 二、中餐菜名英译的方法 上面提到了中餐菜名英译的三个基本原则。下面通过一些范例对中餐菜名的英译进行一些具体探讨。 一直译法烹调法+原料 烹调法是指中国菜的做法，即煎、炸、煸、炒、蒸、煮等等。英译时把对应的制作法译出来，再以该菜的主要砂料为中心词就可以了。例如： 炒肉丝 Sauteed Stir-fried Pork Slices 炖牛肉Stewed Beef 清蒸桂鱼Steamed Mandarin Fish 煎鸡蛋Fried Eggs 红烧鱼 Braised Fish with Brown Sauce 灼海螺片 Scalded Sliced Conch 回锅肉 Twice-cooked Pork/Double Cooked Pork 软炸里脊soft-fried pork fillet 二直译+释意法 该方法就是在英译时直接按中文菜名译出其意，然后再补充说明其内在的含义。示例如下： 全家福Happy Family-A bination of shrimps， pork， beef， chicken， lobster and mixed vegetables with brown sauce 龙凤配Dragon & Phoenix Two separate dishes characterize this distinctive plate. On one side， lobster meat in Sichuan chili sauce， which is and inviting. On the other is house special chicken， which never fails in delighting. 左宗鸡General Tso’s Chicken A mouth watering dish made with large chunks of marinated chicken， sautéed with scorched red chili peppers in special， tangy sauce. 三意译法 1.原料+with+作料 用原料为中心词，有时捎带把烹调法也译出，再加上用介词with或in与作料构成的短词即可。示例如下： 鱼香肉丝 Shredded Pork with Garlic Sauce 豆豉桂鱼 Mandarin Fish in Black Bean Sauce 黄焖大虾 Braised Prawns in Rice Wine 海米白菜Chinese Cabbage with Dried Shrimps 2.作料+原料 此方法是把作料用作修饰语，放在中心词原料的前面，用英文译出。示例如下： 咖哩鸡 Curry Chicken 麻辣豆腐 Spicy Bean Curd 怪味鸡 Multi-flavored Chicken 古老肉 Sweet & Sour Pork 3.以“实”对“虚”法 从严格的意义上说，该法也是意译法的一种。其方法是舍去中餐菜名里的喻义、夸张等说法而采用直接、明白的英语把它翻译出来。示例如下： 白玉虾球 Crystal White Shrimp Balls 红烧狮子头 Braised Meat Balls with Brawn Sauce 发财好市 Black Moss Cooked with Oysters 龙虎凤大烩 Thick Soup of Snake， Cat and Chicken 4.“移花接木”法 这种方法是用西方人熟悉并了解的欧洲菜名或主食名来译部分中国菜名与少数主食，因为它们之间有许多相似之处，故借彼之法为我所用。译文地道、通俗易懂，能收到事半功倍的效果。示例如下： 烤排骨 Barbecued Spare Ribs 盖浇面 Chinese-style Spaghetti 饺子 Chinese-style Ravioli 锅贴Pot Stickers 鸡肉串 Teriyaki Chicken Stick 这里的teriyaki一词是从日语来的借用词即“烤”的意思，该字用于此类英译在美国的中餐馆里十分流行。另外，spaghetti和ravioli两字均源自义大利语，其含义与吃法恰巧分别与我们的“盖浇面”和“饺子”非常相似，外国人都异常熟悉。PotStickers乃是一种通俗、诙谐的译法，较之呆板的译文pan-frieddumplings更显出其幽默而传神。另外，dumpling一字似有滥用之嫌，例如，在译“烧卖”、“馄饨”、“元宵”、“锅贴”、甚至“粽子”时，都用该字，往往容易引起误解。 5.音译+释义法 该方法是指先按中文用汉语拼音译出，然后再加以解释性的英译，使英译文保留点“中国味儿”。示例如下： 包子 Baozi Stuffed Bun 饺子 Jiaozi Chinese-style Ravioli 馒头Mantou Steamed Bread 锅贴 Guotie Pot Stickers 木须肉 Moo Shu Pork A bination of shredded pork and assorted vegetables as fillings rolled in *** all thin pan-cakes 6.“随机应变”法原料+地名+style 应用此方法可以灵活地处理一些难以对付的坟风味特色菜名。英译出原料名后，再稍加“点拨”就可以大功告成。示例如下： 广东龙虾 Lobster Cantonese Style 家常豆腐 Bean Curd Home Style 麻婆豆腐 Bean Curd Sichuan Style 中式泡菜 Chinese-style Pickles 湖南肉 Pork Hunan Style 另外，关于中餐主食的一些英译较之于中餐菜名来说就容易多了，这里简单举几个示例： 汤面 Noodles in Soup 炒面 Stir-fried Noodles 炒饭 Fried Rice 蛋炒饭 Egg Fried Rice 叉烧炒饭 Roast Pork Rice 由此可见，中餐菜名的英译方法是灵活多变的。至于我们在翻译中最终采用哪种方法，则可根据各人的习惯和具体情况确定。同时，有些译法也不是正式或固定译法，因为在口译或笔译时往往因人而异、因语境而异，常常会有不同的英译。 随着全球化程序的加快和我国对外交往活动的日益增多，餐饮业也逐渐走向世界。中国饮食文化历史悠久，博大精深，中国菜系多样，烹饪方法众多，各种菜式均有自己的品评标准和鲜明的民族特色。中餐菜名与主食的英译是中国饮食文化对外宣传工作中的重要一环。上面介绍到的几种翻译方法并非孤立，而是相互联络，可以并用。但不管采用哪种翻译方法，都要求译者首先必须熟悉中西饮食文化的差异，了解中餐菜名的构成及其内涵，这样才能对中餐菜名有更加准确的翻译，才能对中国文化的传播和促进世界烹饪文化的交流做出应有的贡献。 参考文献 [1]钟述孔.实用口译手册[M].北京：中国对外翻译出版公司，1999. [2]何川.英语导游口译手册[M].北京：中国青年出版社，1989. [3]黄海翔.中餐选单英译浅谈[J].中国科技翻译，1999，1. [4]吴冰.汉译英口译教程[M].北京：外语教学与研究出版社，1995. [5]何高大.实用英汉汉英口译技巧[M].长沙：中南工业大学出版社，1997. [6]冯庆华.实用翻译教程[M].上海：上海外语教育出版社，1997. [7]黄承球.中国菜谱英译初探[J].广西师范学报，1997，2. [8]陈洪薇.汉英翻译基础[M].上海：上海外语教育出版社，1998. [9]林克难.新闻宣传英语[M].天津：南开大学出版社，1998. [10]罗赛群.中国饮食文化菜谱的翻译探讨[J].韶关大学学报，1998，5. [11]黄海翔.中餐选单英译浅谈[J].中国科技翻译，1999，1：18-21.
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