高尔夫球英文术语(精选6篇)
一、高尔夫专用术语
Course球场Golfcourse高尔夫球场Golfer高尔夫球员
Links滨海球场Clubhouse会馆Club俱乐部球杆Pro-shop专卖店
Frontcounter前台Restaurant餐厅Manager经理Lockerroom更衣室
Professional职业球员Caddiemaster球童领队Caddie球童
Rough长草Bunker沙坑Drivingrange练习场Pin旗杆
In(backnine)下半场(后九洞)Out(frontnine)上半场(前九洞)
TeeTeeboxTeeground发球台Hole洞OB(outofbound)界外
Fairway球道Backteeblackteeprotee最后一个发球台黑T职业T
Lake湖Green果岭Men’steewhitetee男士发球台白T
Flag旗帜Fringe边缘Lady’steeredtee女士发球台红T
Tree树Grass草Bridge桥Water水Casualwater临时积水
Creek小溪Cartpath球车路Cart球车Golfbag球包Driver一号木
Woods木杆Iron铁杆Putter推杆Umbrella伞Ball球
Bagcover球包套WedgesandwedgepitchingwedgeS杆P杆
Glove手套Marker球杆Headcover球杆套Towel毛巾
Grip握把Spike鞋钉Spikelessshoes软钉鞋Short短
Sprinkler喷Over超过Safe安全Rake耙Relax放
松Practice练习
Pullcarttrolley手拉车Sandbag沙袋Divot凹穴Followwind顺风
Balance平衡Hook左弯Againstwind逆风Score分数
Crosswindsidewind横风Doglegright右狗腿
Doglegleft左狗腿Slice右弯Niceon球上果岭
Longhole(par5)长洞Par标准杆
Middlehole(par4)中洞Shorthole(par3)短洞Nicein好球
Goodball好球Fore看球Watchout小心Scorecard记分卡
Birdie标准杆少一杆Straight直的Bogey标准杆多一杆
Eagle标准杆少二杆Slope坡Albatross标准杆少三杆
Doublebogey标准杆多二杆Fastgreen快果岭Ling推杆线
Slowgreen慢果岭Holeinone一杆进洞Onepenalty罚一杆
Playthrough让球局流畅进行Pass通过Right/left右/左
Up-hill上坡Down-hill下坡Bet赌Yardage码距
Lostball遗失球Penalty罚杆Dropball抛球Drink喝
Round一圈Provisionalball暂定球Handicap差点
Bestball最佳球Wrongball错球Unplayable不能打
Sigh签名Golfrules高尔夫规则Localrules犯规
Matchplay比洞赛Strokeplay比杆赛Foresome四人一组
Booby倒数第二Halfround半圈Greenfee果岭费
Caddiefee球僮费Goodluck好运Havearest休息一下
Againsttherules犯规Underpar低于标准杆
二、高尔夫球场英语日常用语
早上好:Goodmorning下午好:Goodafternoon
晚上好:Goodnight向左转:Turnleft
很左边:Wayleft左边一点点:abitleft
很外边:Wayoutside球上果岭:niceon
请在这里签名:Pleasesignhere靠着那棵树:Bythetree
在那棵树附近:Nearthetree飞越沙坑:Carrythebunker
走捷径:Shortcut向左打:Hitittotheleft
在那边:Overthere请等一下:Pleasewait
耙沙坑:Rakethebunker风向是什么:Where’sthewind
对不起,让你久等了:Sorrytohavekickon
球车路:Cartpath
先生,你需要TEE,MARKERS,记分卡和笔吗?
Sir,DoyouneedTees,Markers,Scorecardandpencil?
先生,你想在蓝色或白色的发球台上发球?
Sir,WouldyouliketoplayfromtheblueorwhiteTee?
你需不需要我拿着(站在旗杆的旁边)旗杆?
Wouldyoulikemetolendtheflag?
你可以看到洞吗?
Canyouseetheholefromthere?
先生,从这一边到下个发球台。
Sir,thiswaytothenexttee.先生,从发球台到沙池是一百八十码。
Sir,tothebunkerisonehundredandeightyyards.你的球在右手边的球车路上。
Yourballisonthepathontherighthandside.你的球进了长草区,你想再发一个吗?
Yourballisintherough.DOyouwanttoplayanotherball.先生,请你走上去看一看左手边的水塘。
Sir,pleasewalkupandseethepondonthelefthandside.先生,从这里到水塘是一百五十码。
Sir,fromhereitisonehundredandfiftyyardstothewater
从这里到那一个沙池是一百八十码。
Fromheretothebunkerisonehundredandeightyyards.你要我做什么:Whatwouldyoulikemedoforyou?
我在推杆果岭等你:I’llwaitforyouattheputtinggreen
我很高兴做你的球童:I’mverygladtobeyourcaddy
欢迎到我们的球会:Welcometoourclub
现在几点:Whattimeisit?
我是你的球童:I’myourcaddy
六点半:It’shalfpastsix
先生,你有14支杆:Sir,youhavefourteenclubs
我只懂一点点英语:IjustknowalittleEnglish
先生,请问你们几点钟开球:Sir,what’syouteetime
先生,你的电话:Siryouhaveaphonecall
你打得怎么样:Howdidyouplay?
我们十点钟开球:Weteeoffatten
我真的不知道该怎样感谢你:Idon’tknowhowtothankyou
今天天气真好:It’saniceday
我今天不舒服:Don’tfeelgoodtoday
我可以问你一个问题吗:MayIaskyouaquestion
我还能为你做些什么:WhatcanIdoforyou?(CanIhelpyou)
很久没见到你了:Howlongtimenosee
三、高尔夫球场句型
1、这是四杆洞:Thisisaparfour
左边有长草,右边有水池:
Roughontheleftandwaterontheright
球道向右弯:Doglegright2、这是五杆洞:Thisisparfive
OB在右边:OBontheright
球道向左弯:Doglegleft3、这是三杆洞:Thisisaparthree
中间有水塘:Waterinthemiddle
球道是直的:Allthewaystraight4、早上好,先生,今早你去打球吗?
Goodmorning,sir,areyougoingtoplay?
今天天气打球很好。
Itisanicedayforgolf.你预定了你的发球时间没有?
HaveyoubookedyourTee-offtime?
5、先生,你的组内有多少人打球?(多少人一起打?)
Howmanyplayersarethereinyourgroup?
哪两个球包要放在一起?(放在车上?)
Whichtwobagswouldyouliketoputtogether.先生,你想用哪一支杆?
Sir,therearebunkersonbothsidesofthegreen.今天是蓝旗,洞在果岭的后面。
Itisablueflag.Theholeisatthebackofthegreen.多少码到沙池?(果岭)
Howmanyyardstothebunker?
瞄沙池左边
Aimtotheleftofthebunker.有一条河在球道右边
There’sariverontherightofthefairway.先生,请打一个暂定球
1 Living for Art’s Sake
Art,though hardly the word was referred in the whole text,it controlled all the spots.Only once:
“I remember well my shy remark,one day,while stretching out to him my youthful foot:
‘Isn’t it awfully hard to do,Mr.Gessler?’
And his answer,given with a sudden smile from out of the sardonic redeness of his beard:‘Id is an Ardt!’”(Galsworthy,p.3)
Oscar Wilde advocated the famous idea of aestheticism:Art for art’s sake.Together with quality,art is what the Gesslers pursue during all their work though they are not aesthetes but just boot-makers.The boots are so comfortable,durable,beautiful and wonderful.All their boots interpreted quality well;from the leather to the craft of the maker,quality unfolds in the whole course of boot making.“Those pairs could only have been made by one who saw before him the Soul of Boot—so truly were they prototypes incarnating the very spirit of all footgear.“(p.3)In Quality by Galsworthy,the Gesslers,the shoemakers,are shown as men of integrity and of complete dedication to their work.Their dedication was shown through their struggle to please every customer,and integrity was shown through their honest way of life and credibility in their work.
However,it is also quality that destroyed the boot-makers’life.They were too concerned with the quality to pay any more attention on other points such as advertisements,which is so important in the business competition.The Gesslers were left behind,far behind the spring tide of competition.They stayed there lonely,till abandoned by the tide thoroughly,till their life turn into rocks on the seashore,while they still stand,handing their belief,and became a statue.
It’s true that they were not businessmen.Then what did they do?What did they consider their work as?
“But if it were some new kind of footgear that he had not yet made me,then indeed he would observe ceremony—divesting me of my foot and holding it long in his hand,looking at it with eyes at once critical and loving,as if recalling the glow with which he had created it,and rebuking the way in which one had disorganized this masterpiece.(p.6)
See how he treads the boots!They were so sensitive about this job that it seemed that it is not a job but an art-creation.Their life was only to make boots,to make good boots but not to make and sell boots.And infect it is not the boots themselves that the makers cherished most but the quality of the boots.To the deeper and clearer,it is the artistry of the boots.The Gesslers made boots in such an artistic way that batter to say,they were in fact working on art creations as artists.And the boots they worked out were not lifeless objects but living creations of arts.They lived for art’s sake and they lived really an artistic life.They are aesthetes,in a way.
2 Destroyed but not Defeated
Through the Gesslers’life and their death,we see how common people in a low class,who stick to their ideal,lived and died for their belief.Every one lives for some reason,or reasons while the reason can hardly be found even by ourselves;however,even i we find it well do we stick to it honestly all our life?Every one may have his ideal or ideals;however,do we have ever an uncompromising ideal to which we stick all our life?Whatsoever,the Gesslars did.Once since they took boot-making as their job they devoted al their life to it.It did not simply meant work to them,but art.And the quality of the boots is not only quality of boots but also quality of their life.Insisting in making boots with high quality is to insis on leading a life of high quality.They stick fast to the quality of human nature,struggling all their life.As the writer describes in the story,“And looking at his lined face I saw things I had never noticed before,bitter things and bitter struggle—and what a lot o grey hairs there seemed suddenly in his red beard!”(p.9)
They struggled to work devotedly,they struggled to work as an artist,they struggled to maintain the quality of their works—the quality of their living,and they struggled to live an ideal life.Although they died,they did not fail.They lost in business but won in spirit.“A man can be destroyed but not defeated.”(Hemingway p.283)Failure is not always humiliating;surrender is.
Never surrender.That is what the Gesslers did.No matter how difficult it was.No matter how many sufferings there are.No matter even death.During such a time that almost everything surrendered to money and competition they devoted all their life to quality and art,to the truth and beauty.Beauty is truth;truth is beauty.Quality is art;art is quality.That was all they knew on earth.
This diagram trys to explain the relationship between quality and art in Quality.The quality of boots is truth,which is visible and real;the artistry is just beauty.The pursuit of both was just the meaning of the Gesslers’life.The Gesslers were real men who searched for meaning of human life,to what they devoted themselves,and they won.In a sense,they are Tough Man.With the same meaning as the fighting of the old man against the sea,the Gesslers fought against with the modern world.When the whole society becomes more and more complex and vulgarized,it is so hard to stick to one’s own ideal.More people choose to compromise—to go with the stream.Maybe it makes one’s living easier,less trouble and less hardships,but the quality of life is flowing away.As we blandly change our idea once again and again,we are losing ourselves little by little,while the unique individual exists no longer There comes a series of surrenders after the first one.The origina fervency and dream have been forgotten.It seems that human beings are involved into a huge,ceaseless wheel and run with it mechanically and blindly.Living without an ideal;be alive but as a failure.That’s surrender’s life.
3 Tragedy of Human Beings
Quality arouses our pity for the Gesslers as well as pity for our-selves.As I read Quality,it kind of tickled me inside the chest.AsLu Xun had said,tragedy is what shows us how valuable things aredestroyed.(Lu,p.297)The death of the Gesslers is just such kindof destruction.This is not simply a personal tragedy but a tragedyof humanity,a tragedy of human beings.Man is going far and faraway from truth and beauty on the way of civilization,just as theGesslers say,it seems that people do not want good boots any more.It is a sorrow for all the human beings.People now are seeking formoney,fame,status……these external values rather than the inter-nal ones.In fact,in this modern society pursues of beauty,truthand goodness are just fading out men’s mind,while human life isfilled up with all kinds of interests and desires.Art has beenpushed to the edge of the value system.Few people think about thevalue of the artistry of life.Glorious spirits of humanity dimmed,while some else dark and vulgar strutting on the way,wearing gold-en coats.Nevertheless,there are still people who stick to their ide-al,like the Gesslers;there are still idealists who never compromise,and John Galsworthy was one of them.
参考文献
[1]Galsworthy,John.Quality and others[M].Project Gutenberg Liter ary Archive Foundation,2001.
[2]Hemmingway,Ernest.The Old Man and the Sea[M].New York:Charles Scribner’s sons,1952.
[3]Keats,John.Ode on a Grecian Urn,The Complete Poems[M].Lon don:Penguin books,1973.
《国际会计准则》英文术语解析
张 宁
(秦皇岛职业技术学院,河北秦皇岛 066000)
会计准则的国际趋同是不可逆转的历史潮流,中国的财务会计也从“国家化”向“国际化”加速迈进。文章以《国际会计准则》中的英文术语为切入点,对其特征与应用进行解析,以帮助会计人员更准确地理解、掌握该准则,同时也希望对会计人员学好会计英语有一定的帮助指导作用。
国际会计准则,英文术语,解析
《国际会计准则》(IAS),又称《国际会计标准》,是国际会计准则委员会(IASC)为提高会计报表资料在国际上的可比性、协调各国会计实务中的分歧而颁布的会计规范,用来对企业经济活动进行指导,在国际范围内被广泛接受[1]。中华人民共和国财政部2006年颁布的《企业会计准则》,进一步加速了我国财务会计与《国际会计准则》趋同的进程。对于从事国际商务活动的股东、投资人、经理、会计人员、审计人员等人来说,熟悉《国际会计准则》,将有助于更好地开展商务活动,并提高经济决策正确性。《国际会计准则》用英文表述,属于专门用途英语,本文致力于从术语的视角对《国际会计准则》进行研究,帮助会计从业人员掌握会计专业词汇的特征,从而更加有效地阅读和理解《国际会计准则》相关文本,同时对那些需要执行《国际会计准则》的财会人员能够有所助益。
《国际会计准则》的颁布,符合各利益相关方的需要。它旨在提供透明、可比和高质量的会计信息以帮助信息使用者做出最佳的经济决策。词汇离不开它所处的语言环境,更受其所在专业领域的影响,《国际会计准则》所规范的领域决定了其所使用术语的特征。掌握英文术语的用词特征可以帮助学习者更精准地理解《国际会计准则》。
1.用词狭义、精准
《国际会计准则》中出现的许多术语具有词义单一性的特征,即一个词只代表一个特殊的含义,反之,一个意思只使用特定的词来表达。如assets这个词的意思是资产,指由过去的交易或事项引起的、企业拥有或控制的、能带来未来经济利益的经济资源。在《国际会计准则》中这样的词还有很多。如表1所示:
这些词被广泛应用在《国际会计准则》中,代表着具体而特殊的含义。很显然用词狭义、精准,避免使用含糊不清的词,是《国际会计准则》英文术语的一个明显特征。
2.对义词成对出现
受复式会计系统的影响,大量具有相反的含义,即词义矛盾的会计专业术语成对出现。它们在逻辑上是彼此相对、相互排斥的。会计英语中的debit(借方)和credit(贷方)就是很好的例子——“借方”表示资产的增加、负债的减少等,而“贷方”是指负债和所有者权益的增加和资产减少等。《国际会计准则》中使用的英文术语有很多以这种词义相对的形式存在,它们可以是单个的词也可以是短语。如表2所示:
表2 《国际会计准则》中的对义术语(部分)
一组词义矛盾对应的术语可以充分体现出会计信息的可比性。
3.缩略词凤毛麟角
缩略词(abbreviation)应该说是现代快节奏生活的产物,在会计英语中这类词也很常见。如Bal.是balance的缩写,意思是“余额”; Dr.是debit的缩写,意思是“借方”; Cr.是credit的缩写,意思是“贷方”; CPA是certified public accountant的缩写,意思是注册会计师。此类缩略词在会计英语中还有很多,如AICPA(美国注册会计师协会)、GAAP(公认会计准则)、FASB(财务会计准则委员会)等等。
一般来讲,会计英语中出现的缩略词大体上可以分为三类,即:
1)首字母缩略语(acronym),来源于希腊文akros 和onyma,意思是将各个单词第一个字母组成新词,它不再将各个字母单独读出,而是可以拼读。如REIT(real estate investment trust——房地产投资信托公司)、VAT(value added tax——增值税)和EBIT (earnings before interest and tax税息前利润)等。
2)缩写(initialism),它的缩略方法大致与首字母缩略语相同,即用各个词的第一个字母组合起来表示一个新词,而与首字母缩略语不同的是它的发音,不能读成一个单词,而必须读出每一个字母的读音。如CPA(certified public accountant——注册会计师)、FASB(financial accounting standard board——国际会计准则委员会)、GAAP(generally accepted accounting principles——公认会计准则)等。
3)截短词(clipping),又称“简化词”,即用一个词或一个词组中的部分字母来代替整个词或词组,而构成的新词。如Acct. (account——账户)、Bal. (balance——余额)、Cap. (capital——资本)、Exp. (expenses——费用)、Earn. (earnings——收益)、Dr. (debit——借方)、Cr. (credit——贷方)、Acc. No. (account number——账号)、Acct. Tit. (account title——账户名)等等。
与其他会计英语文本相比较,笔者发现《国际会计准则》较少使用缩略词,而且使用的缩略词中,截短词的使用频率最低。《国际会计准则》的一个重要目的就是为信息使用者提供完整、准确的信息,而保持词汇的完整可以避免由于理解上的混淆而产生的歧义。而且在《国际会计准则》中没有发现使用首字母缩略语的情况,只是有一些词采用了缩写的形式。如IFRS(international financial reporting standards)是指“国际财务报告准则”, IAS(international accounting standards)是指“国际会计准则”等。
1.普通词义的引申
众所周知,普通词汇是指在日常生活中普遍用到的一些词,他们有着普遍的、公认的词义,通过研究,笔者发现普通词汇也在会计英语中大量使用,但其词义却发生了变化,有别于其在普通英语中的词义。如:
例1: party在普通英语中有“聚会,政党,一伙人”的意思,而在《国际会计准则》中party一般是指一个主体或与交易相关的某一方,如related party即指“关联方”。
例2: presentation在普通英语中有“陈述、介绍”的意思,而在《国际会计准则》中presentation意思是“列报”[2],如IAS1—Presentation of Financial Statements 即指“《国际会计准则第1号——财务报表的列报”。
2.赋予普通词新义
在《国际会计准则》中很多普通词汇被赋予新的含义,代表了不同于普通英语中的新意思。如:
例3: interest 在普通英语中有“对… 感兴趣”的意思,而在《国际会计准则》中它的意思是“利息”。像这种被赋予新义的术语在《国际会计准则》中还有很多,如下表3所示:
表3 《国际会计准则》中被赋予新义的术语(部分)
根据以上分析,在会计英语的翻译过程中,有一些基本的原则可以借鉴运用。这些原则也是评价翻译质量好坏的基本标准。第一条原则是要忠实于原文。不同于文学翻译,专业技术领域的翻译应该平凡而忠诚地忠实于原著。任意的省略或添加很可能会毁了会计制度的逻辑性。第二条原则是准确性。如果缺乏专业知识,会导致原义的曲解,是很难做到这一点的。如balance sheet(资产负债表),使用了balance这个词,是因为 “资产=负债+所有者权益”是这张表编制的基础。但没有专业知识的人很可能会将其翻译成“平衡表”或其他,而不是“资产负债表”。 因此,掌握过硬的专业知识是会计英语翻译准确性的基础。第三条原则是一致性。尽管不断有新的会计文献推出,但它们都是会计思想和原则的应用与扩展。可接受的翻译已经固化为一定的标准,因此,译者在会计英语翻译中应该坚持已经固化的标准。改变固有的翻译标准会毁坏翻译工作的可靠性。如owner’s equity可以翻译为“所有者权益”或“债权人的权益”,但在翻译中必须按照多年来沉淀下来的标准,翻译成“所有者权益”。这三条翻译原则可以用于指导会计英语翻译实践工作。
会计是经济发展的产物,与经济密切相关。会计也是一个信息系统,旨在提供准确、及时的会计信息,以帮助信息使用者做出最优决策。因此,对英文会计文本的翻译不仅仅是语言问题,更是经济问题。如果对英文术语理解有失偏颇,就极有可能给企业带来巨大损失。笔者从《国际会计准则》的词汇入手,对其特点及翻译进行了初步分析、归纳与阐述,并提出应用于会计英语翻译的三条指导性原则,希望能对相关的会计从业人员及会计英语爱好者有所助益。
[1] 姚立杰,程小可.国际财务报告准则研究的回顾和展望[J].会计研究,2011(6):25-26.
[2] 中国会计准则委员会. 国际会计准则第1号——财务报表列报[M].北京:中国财政经济出版社,2013:1-2.
Analysis ofIASEnglish Terms
ZHANG Ning
The international convergence of accounting standards is an irreversible historical trend, China’s financial accounting is accelerating to internationalize. Based on the English terms ofIAS, this paper aims to analyze its features and applications. We hope to help the accountant to understand and master the standards more accuracy, and to give the learners some assistance.
IAS,English terms,analysis
2014-04-04
张宁(1979—),女,河北山海关人,硕士,秦皇岛职业技术学院副教授、会计师。主要研究方向为高校财务管理、财经英语、国际贸易与经济等。通信方式: 58242662@qq.com。
F275; N04
A
广告讯息advertising message
艺术art
艺术方向art direction
艺术家artist
美术总监art director
大创意big idea
头脑风暴法brainstorming
传播媒介communications media
概念化conceptualization
文案人员copywriter
创意纲要creative brief
创意总监creative director
创意过程creative process
创意金字塔creative pyramid
创意creative
创造creativity
感性诉求emotional appeals
控险家explorer
事实型思维fact-based thinking
信息性informational
法官judge
指定mandatories
讯息战略message strategy
非文字nonverbal
产品概念product concept
理性诉求rational appeals
目标受众target audience
技巧technical
转换性transformational
价值型思维value-based thinking
文字的verbal
形象化visualization
战士warrior
样片animatic
动画技法animation techniques
声频audio
艾耶1号式Ayer No.1
利益式标题benefit headlines
正文body copy
粗体boldface
照相制版camera-ready art
表演纲要casting brief
结尾close
命令式标题command headlines
末稿comprehensive layout/comp
演示demonstration
设计design
技巧式正文device copy
对白/独白式正文dialog/monolog copy
旁白donut
标题headline
吸引技巧hook
图标icon
插图画家illustrators
企业形象式正文institutional copy
整合广告integrated commercial
内容段落interior paragraphs
斜体italic
歌谣式jingles
肩题kicker
布局图layout
预备段落lead-in paragraph
生活方式式技法lifestyle techniques
标志logotypes
助记手段mnemonic device
音乐式广告musical commercials
音乐标志musical logo
叙述式正文narrative copy
新闻/信息式标题news/information headlines
出镜头on camera
拼版paste up
摄影师photographers
图片说明式正文picture-caption copy
方框图片式布局picture-window layout
招贴式格式poster-style format
主持人式广告presenter commercial
启发式标题provocative headlines
疑问式标题question headlines
广播人物radio personality
脚本script
印签seal
签名signature cuts
生活片段slice of life
口号slogans
故事板storyboard
故事板草图storyboard roughs
直截了当式straight announcement
直接推销式正文straight-sell copy
副标题subhead
标题句taglines
证言testimonial
正文text
主题句theme lines
小样thumbnail
收尾trial close
图形部分visuals
旁白voiceover
模拟校样analog proof
动画animation
合成片answer print
光圈aperture
音控台audio console
底片base art
出血版bleeds
蓝线blueline
照相排版术camera-ready art
字符计算式character-count method
电影摄影师cinematographer
截止期closing date
色基color key
分色color separation
连续调continuous tones
控制室control room
组排copy cast
封面纸cover paper
青、黄、红、黑印刷CYMK printing
数字媒介digital media
数字校样digital proof
数码视频效应装置DVE units
导演director
特排字体display type
复制带dubs
拷贝dupes
电子制作electronic production
晒版台纸flats
一套铅字font
四色印刷four-color process
网目凸版halfone plate
网屏halftone screen
互动电视interactive TV
任务夹job jacket
出格kerning
电脑亭kiosk
加空铅leading
硬性软片line film
线画版line plate
实景真人live action
外景地location
制片场lot
指令mandatories
公共场所mass audience venue
母带master tape
合成样片mixed interlock
助记手段mnemonic device
多媒体演示multimedia presentation
正色投影胶片orthographic film
透明塑料膜overlay
个人场所personal audience venue
平台使用费platform licensing
后期制作阶段postproduction phase
开印前阶段prepress phase
预备阶段preproduction phase
印刷制作经理print production manager
印刷制作过程print production process
非公开场所private audience venue
制片人producer
制作阶段production phase
复映复播追加酬金residual fee
反差套印reverse knockout
无衬线字体sans serif
最低合同工资scale
衬线字体serif
一场session
特技special effects
插播广告spots
剥版stripping
叠supers
演播人员talent
自动台词提示器teleprompter
课本纸text paper
正文字体text type
合套trap
字系type families
排印工艺typography
网页Web page
单词计算式word-count method
工作样片work print
书写纸writing paper
广告英语术语——公共关系用语
社论式广告advertorial
倡导广告advocacy advertising
伏击式营销ambush marketing
视听材料audiovisual materials
公告牌bulleting boards
社会参与community involvement
企业广告corporate advertising
企业识别广告corporate identity advertising
危机管理crisis management
娱乐entertainment
展品exhibits
特写feature articles
内部通报house organ
以货代款in kind
机构广告institutional advertising
游说lobbying
前期市场企业广告market prep corporate advertising
营销公关marketing public relation
新闻简报news/press release
意见抽样opinion sampling
慈善行为philanthropy
招贴posters
传媒炒作press agentry
传媒工具press/media kit
公共事务public affairs
公共关系户public relations
公共关系广告public relations advertising
宣传publicity
公众publics
招聘广告recruitment advertising
声望经营reputation management
撰写讲演稿speechwriting
赞助sponsorship
赛场营销venue marketing
新闻通报录像video news release
广告英语术语——广播媒介用语
执行证明书affidavit of performance
受众构成audience composition
受众占有率audience share
时间表avails
一刻平均听众数average quarter-hour audience
一刻平均收听率average quarter-hour rating
一刻平均占有率average quarter-hour share
交换辛迪加barter syndication
无线电视broadcast TV
有线电视cable TV
单位成本CPP
千人成本CPM
累积听众数cumulative persons
累积收听率cumulative rating
时段组合day-part mix
预定市场区域designated market areas
班车时间drive time
首播辛迪加first-run syndication
毛评点gross rating points
开机家庭HUT
形象移植imagery transfer
信息式广告informercial
互相连接interconnect
存货inventory
地方时间local time
赔偿条件make-goods
广播电视网networks
网外辛迪加off-network syndication
协办participation basis
占位价格preemption rate
黄金时段prime time
节目式广告PLA
节目收率视program rating
节止编排形式programming formats
视听率调查服务公司rating services
电台指定时间run-of-station
赞助sponsorship
点播广播spot announcement
点播广播spot radio
受众总数total audience
总体受众计划total audience plan
电视家庭TVHH
特高频UHF
甚高频VHF
广告英语术语——互动媒介用语
广告网络ad networks
广告查询ad request
横幅广告banner
阔幅说明书broadsides
手册brochures
商业回邮件business reply mail
按钮button
有线调制解调器cable-modem
目录catalogs
光驱CD-ROM
分类广告Web站classified ad Web site
点击率click rate
点进率click-throughs
编辑名录compiled lists
小甜饼cookies
立体创意直邮creative dimensional direct mailing
数字互动媒介digital interactive media
直接电脑Direct PC
直邮广告direct-mail advertising
折页folders
主页home pages
专属名录houselists
内部刊物house organs
互动电视interactive TV
互联网Internet
互联网服务供应商Internet service provider
插播广告interstitial
关键词keyword
电脑亭kiosk
信件公司letter shop
名录经纪人list broker
邮件反应名录mail-response lists
明信片postcards
推播技术push technology
销售信函sales letters
搜索引擎search engines
邮简self-mailers
赞助sponsorship
公告书statement stuffers
Web浏览器Web browser
网页Web page
Web电视Web TV
万维网World Wide Web
广告英语术语——户外媒介用语
广告礼品advertising specialty
自动取款机ATM
基本巴士单位basic bus
展台booths
路牌bulletin structure
车内尾部招贴car-end posters
电影贴片广告cinema advertising
名录directories
8张招贴eight-sheet posters
电子显示屏electronic signs
陈列品exhibits
陈列媒介exhibitive media
全面登场full showing
全球定位系统GPS
车内广告牌inside cards
100露出数100showing
户外媒介out-of-home media
车体招贴outside posters
包装packaging
奖品premiums
产品安插product placement
登场showing
看板spectaculars
标准户外广告standardized outdoor advertising
成品招贴stock posters
优惠赠券take-ones
出租车外壳taxicab exteriors
终点站招贴terminal posters
30张招贴架30-sheet poster panel
整车牌位total bus
商业展示会trade shows
交通广告transit advertising
车站棚广州广告transit shelter advertising
录像手册video brochure
广告英语术语——媒介策划用语
广告印象advertising impression
广告反应曲线advertising response curve
注意度attention value
受众audience
受众目标audience objectives
间歇式排期blinking
品牌开发指数brand development index
集中式bursting
品种开发指数category development index
发行量circulation
持续性continuity
持续式continuous schedule
成本效益cost efficiency
单位成本cost per point
千人成本cost per thousand
创意组合creative mix
分布目标distribution objectives
有效频次effective frequency
有效到达率effective reach
暴露值exposure value
市场、资金、媒介、组合、方法5Ms
起伏式flighting schedule
频次frequency
总印象gross impressions
毛评点gross rating points
市场markets
组合mechanics
媒介media
媒介策划media planning
媒介载体media vehicles
讯息力度message weight
方法methodology
组合媒介法mixed-media approach
资金money
驱动值motivation value
看见机会opportunity to see
脉冲式pulsing schedule
视听率rating
到达率reach
每册读者数readers per copy
近期策划recency planning
路障式roadblocking
外溢媒介spillover media
增效效应synergy
电视户television households
广告英语术语——媒介运用用语
发行量审核局ABC
出血bleed
批量折扣bulk discounts
行业杂志business magazines
发行量审核circulation audit
分类广告classified ads
纽约分类广告网络CANNY
分类图片广告classified display ads
截稿日期closing date
彩色样品纸条color strip
混合收费制combination rates
消费者杂志consumer magazines
合同收费制contract rate
赠阅发行controlled circulation
联合形式cooperative/co-op programs
千人成本CPM
封面日期cover date
封面位置cover position
购物杂志custom magazine
日报daily newspapers
人口版demographic editions
图片广告display advertising
实际收费earned rates
农业刊物farm publications
统一收费制度flat rate
香味纸条fragrance strips
频率折扣frequency discounts
黄金版位full position
门式折页gatefold
地理版geographic editions
基本发行量guaranteed circulation
横向刊物horizontal publication
独立购物指南independent shopping guide
插页insert
加插刊登通知insertion order
岛形半版island halves
小单元junior unit
地方城市杂志local city magazine
杂志出版人协会MPA
媒介采购员media buyer
媒介标尺调查有限公司MRI
全国性杂志national magazines
全国性价格national rate
美国报业协会NAA
报纸版面库NSB
上市日期on-sale date
公开收费制度open rate
订阅发行paid circulation
自动弹启式广告pop-up ad.自选版位费preferred-position rates
预印广告插页preprinted inserts
初级发行量primary circulation
清样proof copy
公告public notice
费率基准rate base
价目表rate card
阅读告示reading notice
地区性刊物regional publications
任意版位费制ROP advertising rates
二级读者量secondary/pass-along readership
欠资收费制short rate
赛蒙斯市场调查局SMRB
多胞胎版split runs
标准广告单位SAU
标准收费与数据服务公司SRDS
标准型报纸standard-size newspaper
周日增刊Sunday supplement
小报型报纸tabloid newspaper
撕样tear sheets
三维广告3-D ads
纵向刊物vertical publication
数量折扣volume discounts
周报weekly newspapers
广告英语术语——销售用语
广告津贴advertising allowance
回购津贴buyback allowance
目录catalog
减价促销cents-off promotion
套装赠送combination offer
公司大会与经销商聚会company conventions & dealer meetings
消费者销售推广consumer sales promotion
竞赛contest
联合广告cooperative/co-op advertising
优惠券coupons
顾客终身价值customer lifetime value
数据进入data access
数据管理data management
数据库database
数据库营销database marketing
直接营销direct marketing
直接反应广告direct-response advertising
直接销售战略direct-sales strategy
直接销售direct selling
陈列津贴display allowance
易地销售diverting
电子优惠券electronic coupons
提前购买forward buying
广告插页free-standing inserts
游戏game
店内样品试用in-store sampling
联络媒介linkage media
人员销售personal selling
售点材料point-of-purchase materials
什锦袋装样品polybagging
奖品premiums
拉式战略pull strategy
推销奖金push money/spiffs
推式战略push strategy
部分退款rebates
近期、频次、货币方程RFM formula
销售推广sales promotion
样品试用sampling
货位津贴slotting allowance
抽奖sweepstake
电话营销telemarketing
贸易广告trade advertising
贸易集中trade concentration
贸易折扣trade deals
贸易推广trade promotion
广告英语术语——行政用语
明确表示affirmative disclosure
美国广告联盟AAF
美国广告公司协会AAAA
全国性广告主协会ANA
商业促进局BBB
停止/中止令cease-and-desist order
比较广告comparative advertising
服罪判决书consent decree
消费者保护团体consumer advocate
消费者信息网络consumer information networks
消费者保护主义consumerism
版权copyright
更正广告corrective advertising
欺骗性广告deceptive advertising
推荐endorsements
道德广告ethical advertising
联邦通讯委员会FCC
联邦贸易委员会FTC
食品与药品管理局FDA
知识产权intellectual property
长期宏观论long-term macro arguments
全国广告处NAD
国家广告审查局NARB
国家广告审查委员会NARC
非产品事实nonproduct facts
营养标识与教育法Nutritional Labeling and Education Act
专利patent
隐私权privacy rights
夸大puffery
短期操纵论short-term manipulative arguments
社会责任social responsibility
潜意识广告subliminal advertising
证据substantiation
证实testimonials
商标trademark
不正当广告unfair advertising
美国专利与商标署U.S.Patent and Trademark Office
网络广告名词解释
一、以下是网络广告中常用名词的解释
1.Banner:
横幅广告,一个表现商家广告内容的图片,放置在广告商的页面上,是互联网广告中最基本的广告形式,尺寸是480*60像素,或233*30像素,一般是使用GIF格式的图像文件,可以使用静态图形,也可用多帧图像拼接为动画图像。Banner 一般翻译为网幅广告、旗帜广告、横幅广告等。
2.Button:
其实是从banner广告演变过来的一种广告形式,图形尺寸比banner要小。一般是120*60像素,甚至更小。由于图形尺寸小,故可以被更灵活的放置在网页的任何位置。
3.Moving icon:
会飞的button广告,可以根据广告主的要求并结合网页本身特点设计“飞行”轨迹,增强广告的爆光率。
4.Impression:
即广告的收视次数。counter(计数器)上的统计数字即该网页的 Impression。广告主希望他的广告被10万人次看到,这10万人次就是10万个Impression.5.Clicks:
也就是点击次数,访问者通过点击横幅广告而访问厂商的网页,称点击一次.点击这个广告,即表示他对广告感兴趣,希望得到更详细的信息。
6.Click rate:
广告被点击的次数与广告收视次数的比率。即click/impression。如果这个页面出现了一万次,而网页上的广告的点击次数为五百次,那么点击率即为 5%。目前,亚太区的点击率平均为 0.5%。点击率可以精确地反映广告效果,也是网络广告吸引力的一个标志。
7.CPM:
cost per thousand impression(千人成本),即广告主购买1000个广告收视次数的费用或者是广告被1000人次看到所需的费用。比如说一个广告 Banner 的单价是$1/CPM的话,意味着每一千个人次看到这个Banner的话就收$1,如此类推,10,000 人次访问的主页就是$10。
8.Page view:
综合浏览量,网站各网页被浏览的总次数。一个访客有可能创造十几个甚至更多的 Pageviews。是目前判断网站访问流量最常用的计算方式,也是反映一个网站受欢迎程度的重要指标之一。
9.First View:
它是我们访问一个页面时,所看到的第一屏。这是投放广告的最佳位置,所以,我们的广告条一般都设在这个位置。
户外广告分类
根据户外广告不同的特性,可大致将目前中国的户外告分为两种类型:
一、固定广告牌,主要包括:
(1)大型广告牌
(2)人行道广告牌
(3)交通类广告
二、移动广告,主要包括:
(1)公交车身广告
(2)热气球、飞船广告
也可将户外广告媒体分为电子类和非电子类两种:
电子类广告媒体有电视墙、LED显示屏、Neon等。
不同类型户外广告特点
形式 特点 主要功能受众
大型广告牌 单面面积大于90平方米
所在位置一般比较高
以独立方式选购和发布 建产品牌树立形象
引起广大受众对品牌的注意
提升广大受众对品牌的认知度
道路使用者
行人 人行道小型广告牌 离地面不太高 在2-5米之间
以网络套餐方式选购及发布 覆盖较大的目标城市
配合产品的投放
行人
交通类广告 通常位于交通始发站如火车站及机场
单面面积一般不大于10米
以独立或套餐方式选购及发布 将讯息辐射到邻近区域
引起广大受众对品牌的注意
行人
户外英文名词解释
广告礼品advertising specialty
基本巴士单位basic bus
展台booths
路牌bulletin structure
车内尾部招贴car-end posters
电子显示屏electronic signs
陈列媒介exhibitive media
车内广告牌inside cards
100露出数100showing
户外媒介out-of-home media
车体招贴outside posters
看板spectaculars
标准户外广告standardized outdoor advertising
成品招贴stock posters
优惠赠券take-ones
出租车外壳taxicab exteriors
整车牌位total bus
商业展示会trade shows
首部 non-operative part(当事人部分 parties 陈述部分 recital)正文 operative part 陈述部分recital(包括:鉴于条款 whereas clause和约因consideration)尾部 closing part(证明部分 attestation 签字 signature 附件 appendix)当事人的名称、姓名和住所 name and domicile of the parties 适格主体 competent parties 标的 contract object , subject matter 数量 quantity
质量 quality 价款或者报酬 price or remuneration 对价 consideration 履行时效、地点和方式 time limit, place and method of performance 违约责任 default / liability for breach of contract 除外规定 exception 解决争议的方法 methods to settle disputes 变更 modification 终止 termination 撤销cancellation 解除rescission 主体的变更或权利义务的整体转让 novation 通知 notice 违约责任 default / breach of contract 救济 remedies 责任的免除 exception 不可抗力 force majuere 争议的解决 settlement of disputes 合同的生效 effectiveness / validity 合同份数 counterpart 合同的整体性 entirety
合同的可分割性 severability 合同的完整性 entirety 文字效力 language 法律适用 applicable law / governing law 保密规定
confidentiality 副本 copies / counterparts 性别与单复数 gender and singular / plural 合同尾部 closing clauses / final clause(包括:证明条款attestation 签字部分testimonium / signature 附件部分 addendum)
合同通常涉及一些内容:
1、要约和绝对接受 offer and absolute and unqualified acceptance
2、意思一致 consensus and idem 或者 meeting of minds
3、建立合同关系的意愿 intention to create legal relations
4、同意的真实性 genuineness of consent
5、当事人的履约能力 contractual capacity of the parties
6、标的物的合法性 legality of object
7、履行的可能性 possibility of performance
8、条款的确定性 certainty of terms
9、等价有偿
one hand cut 单手切牌 false cut 假切 shuffle 洗牌
Hindu Shuffle 印度洗牌 riffle shuffle 鸽尾式洗牌 False/Blind Shuffle假洗牌 double lifts 双翻 secret addition secret load force 迫牌 riffle 拨牌
riffle force 拨牌迫牌
Under the Spread Force 摊牌迫牌 classic force 古典迫牌 cross force 十字迫牌 false count 假数牌
Elmsley count岩士利数牌法会比较恰当,通称艾尔姆支雷 Jordon count 乔登数牌 Hamman Count 哈门数牌 reverse top change 换顶牌 pass 移牌
classic pass 古典移牌 Hamman pass 海曼移牌 easy pass 简单移牌
center pass 中央移牌 half pass 翻牌
偷翻牌这个技巧很特别,因为Half Pass的英文原名也不太能正确地传意, 但中文也不应该叫做翻牌,因为这也是个隐性动作...Turnover叫翻牌会比较合适,因为它并非隐性动作 false deal 假发牌 second deal 发第二张 bottom deal 发底牌 center deal 发中间牌 palm 掌中藏牌 top palm 藏顶牌 bottom palm 藏底牌 Gamblers Cop赌徒扣牌 side steal 侧边偷牌 Tenkai palm 天海藏牌 back palm 手背藏牌 Spread Control摊牌控牌
convincing control pass(Convincing Control, Convincing是有说服力的意思,不包含确认的意思)Spread Control摊牌控牌
convincing control pass(Convincing Control, Convincing是有说服力的意思,不包含确认的意思)in jog 挪移 break 布雷克 peek 偷看牌
Peek的正式名称是 Spectators Peek,专门指当魔术师拨牌时,观众叫停然後看那张牌的动作,又,这里魔术师所做的拨牌动作和平时的有所不同。真正的魔术师偷看牌应该叫Glimpse才对,但是後来发展成一些魔术师的偷看牌也称为Peek.crimp 偷拗牌 switch 偷换牌 glide滑行技法 color change 变牌
To show a card/ Display a card 展示牌
twisting card 转牌
Twisting 的本意是旋转,在魔术中是指牌由牌面牌背 向上向下,变为牌面/牌背 向下向上的魔术效果,而在手指间令一张牌旋转则为Pirouette twirl,spin比较合适於形容魔术中转牌的动作 folding 折牌 tearing 撕牌
Selection or Selected Card观众选的牌 double backer 双背牌
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