1.用词简单
英文的企业宣传材料在叙述时往往使用较为简单的词汇，这样可以使宣传材料浅显易懂，照顾到各个层次的读者，也就照顾到了各个层次的消费者。翻译的时候，尽量也选用一些普通词汇，但由于中文企业宣传材料描述性相对较强，也可以选用中文企业宣传材料常用的一些表述方法，例如：
1）Metrostav is one of the thriving leaders among Central European construction companies, characterized by sustainable growth of production performance and market value, with management levels meeting EU standards.
Metrostav公司是中欧建筑公司中势头迅猛的龙头企业，其生产业绩和市值持续增长，管理水平符合欧盟标准。
2）Naturally PostBus Tourism is not only concerned with groups but also about the individual traveler who would like to explore Switzerland under their own steam.
当然，瑞士邮政巴士旅游局不仅为团体游客提供服务，还为那些喜欢独自探索瑞士的散客提供帮助。
2.使用抽象名词
抽象名词在英语里使用得相当普遍，尤其常用于社会科学、官方文章、商业材料、法律文件和科技文章当中。英语企业宣传材料往往也会使用抽象名词，让行文看起来比较正式庄重。而且，英语的文法和后缀也方便了抽象名词的使用。但是，与英语相比，“汉语用词倾向于具体，常常以实的形式表达虚构的概念；以具体的形象表达抽象的内容。……汉语没有形态变化，形式相同的词，可以是名词，也可以是动词，还可以是形容词或其他词”（连淑能，1993：136）。因此，英文企业宣传材料中的抽象名词，尤其是由动词或形容词加后缀的抽象名词一般可以分别转化为汉语的动词或形容词。例如：
1）Reliability, security and customer proximity is included in the philosophy of PostBus Switzerland.
瑞士邮政巴士旅游局的理念是可靠、安全、顾客至上。
2）It is a body for the representation and promotion of the sector’s interest specially in the economic, commercial and technological field.
以上两个例子中，例1）的reliability、security分别由形容词reliable、secure加后缀变成了抽象名词，翻译时转换成了汉语的形容词“可靠”“安全”，proximity根据上下文，译成了汉语的动词“至上”。例2）中的representation和promotion两个由动词加后缀转换来的抽象名词转换成汉语的动词“代表”和“促进”。
3.多使用主动语态
1）Volve, the Swedish automotive, energy and food group, increased its profits by ten point nine percent in the first quarter of the year despite a fall of five percent in group turnover.
尽管瑞典汽车、能源和食品公司集团——沃尔沃本年度的总营业额下降了5%，但其利润却提高了10.9%。
2）The company will continue to function in all the fields of building industry in the Czech Republic, with a center in Prague.
（二）渣打银行（Standard Chartered）宣传材料汉译实践
Responsible for More than the Bottom Line
When I became chief executive of Standard Chartered in November 2001, the idea of corporate responsibility was virtually unheard of.It now runs through our company.
We have introduced an annual corporate responsibility report, we have a board-level corporate responsibility committee and the bank has established a global environment programme to manage the impact of our business.But our most visible activities are our community initiatives.Many countries in our key markets of Asia, Africa and the Middle East do not enjoy the same level of economic and social development as those in the western world, so we have put in place global campaigns on two of the major blights in our markets—avoidable blindness and HIV-Aids.
Some will say it is not a company’s job to make a difference to communities in this way:“The social responsibility of business is to increase its profits,” as Milton Friedman put it.But this argument is based on an increasingly false dichotomy.We have found that the long-term sustainability of a responsible company and its communities are more closely linked than we expected.In future those links will strengthen, to become crucial to the success of global businesses.
Charitable partnership
Our “Seeing is Believing” campaign is ahead of schedule in restoring sight to one million blind people.The programme, a joint project with Sightsavers International and other leading charities, has involved our staff, customers and suppliers to achieve more than the bank could do alone.The campaign has helped form a stronger bond with those stakeholders than was there before, showing how making a difference to communities also brings benefits for the bank.
This point is further emphasised by our “Living with HIV” campaign to raise awareness and understanding of HIV and Aids within the bank and outside.We operate in countries devastated by HIV and Aids.In Botswana 25% of those aged 15 to 45 have HIV, and in Zimbabwe the figure is 26%.
We employ 5,000 people in Africa and on any day 500 of them will be off work because of HIV and Aids, receiving treatment, caring for a relative or attending a funeral.It is in our long-term interest to minimise the impact of the disease.The campaign also has near-term benefits.
By establishing “Living With HIV” and policies preventing discrimination against infected staff, we are seen as a responsible employer.Our employees, who put the programme into action, are motivated because they want to work for a responsible business that works for the wider community.
The campaign has also strengthened links with governments.Other examples of this include working with a Chinese government agency on a billboard poster campaign to improve awareness of HIV/Aids.In Thailand, we are training government officials and have received many awards from the Ministry of Public Health.
We have found that these activities improve relations not only with the governments of the countries concerned but also with other sympathetic countries and non-governmental organisations, some of whom are clients.
Natural disasters
The need for companies to take responsibility has increased because we live in a less predictable world.One of the major changes we have seen so far this century has been an increase in shocks, both natural and man-made.Our main regions have experienced the outbreaks of Sars and avian flu, the Asian tsunami, earthquakes in Pakistan and Iran, and war in Iraq and Afghanistan.Other shock events include Hurricane Katrina and the terrorist attacks in New York and other cities.
In a volatile world, people will look to companies to contribute when communities are damaged by unexpected events.Standard Chartered donated $5m to the tsunami relief; the bank pledged $1m towards the effort in Pakistan and, as the extent of the damage and suffering becomes clearer, we are looking at ways to increase our contribution.
These efforts have helped to make life better for people in our markets through sustainable development.But the initiatives do not stand alone.They reflected a set of values I have set out for the bank, which I believe are essential for managing advise global business and protecting its reputation.
Standard Chartered employs more than 40,000 people in 56 countries with widely varying business cultures.The bank has added about 10,000 staff in the past year, including more than 5,000 in Korea, where we bought Korea First Bank(now SC First Bank)last year.
Benefit analysis
Standard Chartered operates in some of the fastest-growing but most underdevelopedcountries in the world, and making a difference through corporate responsibility is a huge issue for us.We believe that doing the right thing would enhance our reputation, but there have been extra benefits that we did not fully appreciate.
We have strengthened relationships with internal and external stakeholders and improved awareness of the Standard Chartered brand beyond our expectations.The values of a responsible company help underpin our standards when we do business as the bank grows rapidly.
Those who are skeptical about corporate responsibility point to a tension between shareholders’ desire for returns and the cost to companies of supporting communities.But investors increasingly understand that making a difference is an investment, and Standard Chartered’s shareholders support our corporate responsibility activities.
Our approach is paying off now, but the real benefits will be long term.Companies who focus solely on their duty to make a profit will be healthy today, but those that recognize corporate responsibility as a driver of performance will be the successful global companies of tomorrow.
词汇提示
initiative n.初步行动，初级阶段
blight n.不良影响，打击
dichotomy n.两分法，分裂
sustainability n.可持续发展
devastate v.毁坏
Botswana n.博茨瓦纳
Zimbabwe n.津巴布韦
infected adj.被感染的
billboard poster 宣传招贴或海报
tsunami n.海啸(www.daowen.com)
hurricane n.飓风
volatile adj.不稳定的；可辨的
ethical standards 道德伦理标准
instilling in 灌输，渗透
stance n.姿态
retention n.保留，保持
prudent adj.谨慎的
spectrum n.范围，领域
hydroelectric dam 水电大坝
indigenous adj.本土的
underpin v.巩固，加强……的基础
skeptical adj.怀疑的
pay off 得到回报
要点解析
1.渣打银行（Standard Chartered）
渣打银行是世界权威银行。业务集中于亚洲、次大陆、非洲、中东及拉丁美洲等新兴市场。其业务包括零售银行业务和商业银行业务。零售银行业务包括按揭、投资服务、信用卡及个人贷款等；商业银行服务包括现金管理、贸易融资、资金及托管服务等。
2.Many countries in our key markets of Asia, Africa and the Middle East do not enjoy the same level of economic and social development as those in the western world, so we have put in place global campaigns on two of the major blights in our markets-avoidable blindness and HIV-Aids.
动词词组一般都是固定的，有些词的组合看上去是一个词组，但事实则不尽然。如上句中的put in place就不是词组，而in place才是，意为：适当地、合适地。因此我们可以把相关句子调整为：so we have put global campaigns in place on two of the major blights in our markets—avoidable blindness and HIV-Aids.
比较以下两种不同译法：
译文一：在亚洲、非洲和中东我们的主要市场上，许多国家并未达到西方国家的经济与社会发展水平，因此我们将全球性计划进行了适当的调整，着眼于两大灾难性的问题：可避免的失明和艾滋病。
译文二：在亚洲、非洲和中东我们的主要市场上，许多国家并未达到西方国家的经济与社会发展水平，所以我们在那里开展了全球性的活动，关注我们市场上两大主要问题：避免失明和艾滋病。
其中，第一句是对的，第二句是错的。
3.Some will say it is not a company’s job to make a difference to communities in this way.
可能有人会说：以如此方式服务社区并非公司的分内事。
有很多词组只有一词之差，但意思却相差很远，因此在记忆和理解词组时要力求准确。例如：这一句话中的词组to make a difference 的意思是：施加影响，和其相近的词组to make a difference between则是“区别对待”的意思。
4.Our “Seeing is Believing” campaign is ahead of schedule in restoring sight to one million blind people.
我们为一百万名视障人士提供治疗，恢复视力重见光明的“眼见为实”计划会提前完成。
此句话中的be ahead of是指在空间上在先或时间上提前。“is ahead of schedule”是指活动较计划提前实施或完成，而不能理解为实施计划的前奏。
参考译文
追求利润并非企业唯一职责
当我在2001年11月当选为渣打银行执行总裁时，有关公司责任的理念事实上还鲜为人知，但如今这一理念已传遍公司上下。
我们引进了年度公司责任报告，成立了公司责任委员会，并制定全球环境计划以管理我们业务对环境的影响。但是最为瞩目的是我们的公益活动。在亚洲、非洲和中东我们主要市场上，许多国家并未达到西方国家的经济与社会发展水平，因此我们将全球性计划进行了适当的调整，着眼于两大灾难性的问题：可避免的失明和艾滋病。
行内有人会说：以如此方式服务社区并非公司的分内事。正如弥尔顿·弗里德曼所言，企业的社会责任就是谋求利润增长。但是这个观点是基于非此即彼的逻辑认识。我们认为一家负责任的公司的长期可持续发展与当地社区有着超乎我们想象的密切的联系。并且未来这一联系还将进一步加强，成为决定全球企业成败的关键。
慈善合作
我们为一百万名视障人士提供治疗，恢复视力重建光明“眼见为实”的计划会提前完成。这个活动是与国际救盲机构和其他一些大的慈善机构共同合作开展的，并由我们的职员、客户和供应商共同参与，取得了比银行单独参与更大的成效。该活动让我们与股东建立起了比以往更紧密的联系，表明了建设社区所做的努力也同样会为银行带来效益。
这一理念在以提高行内外人们对艾滋病的意识与认识为目的的“关心艾滋行动”中又进一步得以深化。我们在艾滋病肆虐的国家开展了这次行动。在博茨瓦纳，年龄在15至45岁的人群中有25%的人感染艾滋病毒；在津巴布韦，被感染人数达到了26%。
在非洲我们聘用了5 000名员工。每天都有500人会因为艾滋病接受治疗、照顾家人或参加葬礼这些理由而不能来上班。减轻疾病造成的影响对我们长远的利益有效。当然该活动也带来了短期的效益。
通过“关心艾滋行动”以及制定有关禁止对受感染员工歧视的政策，我们被公认为是负责的老板。员工们大受鼓舞，并积极投身于行动中，因为他们乐意为对更大社会群体有所承担的企业工作。
该活动也增进了我们与政府的联系。例如我们与中国政府机构共同合作开展广告牌宣传活动，号召人们增强防范艾滋病的意识。在泰国我们培训政府官员，并多次获得了公共卫生部颁发的奖励。
我们认为这些行为不仅改善了我们与相关国家政府的关系，也增进了我们与其他有爱心的国家和非政府机构的联系，他们中有许多都是我们的客户。
生活在这变化莫测的世界里，更需要企业承担社会责任。20世纪以来我们能够感受到的巨大变化之一就是我们遭受的各种打击在增多，无论是天灾还是人祸。我们的一些主要地区都爆发了“非典”和禽流感，经历了亚洲海啸，巴基斯坦和伊朗遭受地震，伊拉克与阿富汗发生战争，其他还有卡特里娜飓风以及在纽约与其他城市发生的恐怖袭击。
在这多变的世界里，人们期望在社会遭受意外之时企业能够鼎力相助。渣打银行为海啸救援捐出了500万美元。随着救灾程度的明朗，我们将通过各种途径增加我们的捐助力度。
这些举措并非孤立的，它们反映了我所倡导的一整套的价值观念。我相信这些观念对我们经营各类全球业务，维护良好声誉是必不可少的。
渣打银行在全球56个国家共招募了4万多名员工。他们分别带来了不同的企业文化。去年我们又增收了1万名雇员，其中包括我们去年收购的韩国第一银行（现易名为渣打第一银行）而增加的5 000名韩国员工。
利益分析
渣打银行在世界上发展迅速但又欠发达的国家开展业务，尽公司责任建设社区对我们来说是一件大事。我们相信做正确的事可以提升我们的声誉并带给我们出乎意料的额外好处。
我们增强了与内部和外部股东的联系，并出乎意料地提高了渣打银行品牌意识。随着公司的迅速发展，做一个负责任公司的价值观有助于深化我们经营业务的道德标准。
那些对我们公司责任持怀疑态度的人主要针对股东的受益期望与支持社会活动的支出的冲突。但是投资者逐渐明白建设与振兴社区的努力是一种投资，因此渣打银行的股东们支持我们的所作所为。
我们的做法如今已经得到了回报，但是真正的好处将会是长远的。那些仅以追求利润为己任的公司目前可能兴旺发达，但是唯有那些把公司责任看作为业务发展动力的企业才能在未来发展成为成功的全球化企业。
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