курс профперевод полный скачанный мной
.pdfbillions of dollars. There is a particular problem because the financial crisis has undermined the population's confidence in our banks. Speaking at the World Economic Forum in Davos, the Russian Prime Minister, Evgeny Primakov, suggested involving foreign banks in the Russian market for this purpose.
What is your view — will foreign banks become involved in Russia, and on what conditions? To that end, will guarantees of the Russian government suffice, or are international guarantees necessary, for example, from the group of the World Bank?
A number of resolutions of the General Assembly on development issues, including the one recently adopted at its 53rd session on the three-year review of comprehensive policy in the operational activity of the UN for development, attaches great importance to strengthening cooperation between the World Bank, the regional banks for development and the operative programs and funds of the UN. Could you tell us what the bank is doing in this respect?
Текст 21 Реклама
(Интервью с Константином Костиным, руководителем рекламной службы банка) '
В последнее время на главные роли выходит реклама как ин-
струмент маркетинга, который продвигает банковские продукты и банковский имидж. Посмотрите, как изменилась «имиджевая» реклама банков: каких-то абстрактных слоганов типа «Крупица золота в море песка» мы уже и не слышим. А помните все эти символы банковского могущества начала девяностых — дубовый стол, сотовый телефон, швейцарские часы? С тех пор рынок сильно профессионализировался. Банки становятся все более придирчивыми. В ответ на это появляется новая реклама с конкретными и ясными бизнес-идеями. Существует и такое мощное оружие, как значимое молчание. Это тоже рекламный ход. Однако здесь неуместны передержки. Долго молчать так же плохо, как говорить о себе слишком часто. Особенно в горячих ситуациях на финансовом рынке. По моему мнению, некоторым банкам-молчунам стоило бы декларировать свои позиции даже не столько косвенной, сколько прямой рекламой.
Основная задача рекламной службы — обеспечить рекламную поддержку развития банка. У меня нет каких-то абстрактных
' Из книги: Л.Школьник, «Уроки рекламных королей», М.Валет', I99X.
задач. Скажем, привлечь сто миллиардов. Есть план по продвиже-
нию имиджа. Есть график рекламного обеспечения двигаемых банковских продуктов, он, кстати, забирает четверть сметы.
Вообще, мне представляется, что доводить информацию до общественности через публикации и репортажи опытных журналистов значительно лучше, чем пользоваться прямыми рекламными объявлениями. Дело в том, что хороший журналист обладает в глазах аудитории качествами эксперта. Прямой рекламе верят меньше, однако это вовсе не означает, что нужно от нее отказываться. Общественному сознанию, помимо информации из всевозможных статей, телепередач, нужно что-то еще. А кроме того, крупный банк просто не может всего сказать о себе в некоей косвенной форме.
Несколько слов о творческой стороне дела. Здесь самая большая проблема — найти идею. Хорошая рекламная идея — вещь самодостаточная и самоценная. Она имеет собственную стоимость, помимо того рекламного эффекта, который она приносит для коммерческой структуры. Как произведение искусства. В банковской сфере, естественно, любой хочет сказать о своей силе и мощности. Возьмем, к примеру рекламу нашей карточки «ВИЗА», слон с надписью на боку «Купи Слона», оборотная сторона луны с надписью «Достань Луну». Она получила награду на нескольких фестивалях, степень реализации карточки после проведения рекламной кампании заметно возросла. В самом деле, кредитных карточек такого типа на рынке уже много, все они примерно с одинаковыми свойствами, и здесь
решающим фактором могла стать реклама. Хотя надо признать,
что многие вещи в рекламном деле интуитивны и связать их заранее с конечным результатом не так-то просто.
* * *
Recently, advertising has been in the limelight/in the forefront/ taking center stage as a marketing tool/instrument which puts across/ presents/pushes the bank's products and the bank's image. Just look at how the "image" advertising/publicity of banks has changed: abstract slogans such as "A speck of gold in a sea of sand" are things we don't hear anymore. And just think of/remember/all those symbols of the power of banks at the beginning of the 90s — a (heavy) oak/ wooden/desk, a cellular phone, a Swiss watch. Since then the market has really gone/turned professional. The banks are/are becoming ever more demanding/raising the ante/getting very picky/choosy. In response to that there are new ads with very specific and clear business ideas/notions.
There's also that powerful weapon, meaningful silence. That's also an advertising tool/trick/thing. However, you/shouldn't overdo that/have to go easy on that/take care not to abuse that one. Being silent for too long is just as bad as talking about yourself too often. Particularly in tough/tight situations/hot spots on the financial markets. 1 think that some of the silent banks should state/come out with/their positions not just indirectly/ obliquely, but through direct advertising.
The major goal of the advertising department is to provide advertising in support of the bank's development/to help develop the bank. I don't have any abstract goals. Like/Say,/to get/getting/ attracting a hundred billion. There's a plan to sell/push the image. There's a timetable/calendar/schedule to provide ads for/the products the bank is selling/pushing, and, by the way, that's/that accounts for/ a quarter of the estimate.
As I see it/I think that/all in all, getting information/to public opinion/to the public/through publications and stories by experienced journalists is a lot better than using direct advertising/than going the direct advertising route. After all/You see, a good journalist is looked on/seen as/an expert by the public. People have less belief in direct advertising, but that doesn't mean it should be rejected/dropped/ dumped. Public opinion/awareness, in addition to information from all kinds of articles and TV programs, needs something more/else. And also, a major bank just can't/talk about itself in some kind of indirect way/beat around the bush.
A few words about the creative side of all this. Here the biggest problem is just/finding/coming up with/an idea. A good ad idea works on its own/doesn't need anything else/is self-sufficient and pays for itself is well worth it. It's got its own worth, in addition to the publicity value it has for a commercial organization. Like a work of art. In the bank world, of course/naturally, /everyone wants to talk about/his own strength and power/how great he is and how much he's got/toot his own horn. For example, look at the ad for our Visa card, an elephant with a caption/text on the side "Buy an elephant," and the other side of the moon with the text "Go/reach/shoot/for/the moon." It got a prize at several festivals; the number of sales of the card after the ad campaign really shot up/soared. In fact, there are already a lot of credit cards like this/of this kind on the market, and they're all about the same/do the same thing/are pretty much alike; here the turning point/decisive factor/most important thing/key to it all could be the ad. Though/you've got to admit/in fact/it's true/that many things in advertising are intuitive, and it's not so easy to hook them up with/link them to/the final result.
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This text is a good example of colloquial language used in an interview, and of business terminology. The interpretation into English should retain the flavor of the spoken language; this is an oral interview, not a written statement.
Комментарии:
1)в последнее время — this is best rendered as "recently," not literally, "in recent times."
2)выходит реклама — The idea here is that advertising is being aggressively used, i.e. "in the forefront," "in center stage," or simply "is being promoted."
3)продвигает — advertising is "putting across" or "sending the message" of the bank's products, not just "advancing" them.
4)а помните — this is both colloquial and emphatic, requiring an additional word in English: "Just remember." Antonymic translation would work, too: "Don't forget..."
5)дубовый стол — what is important here is the image, not the literal wording. "A heavy desk/huge wooden desk" will say more to an English speaker than "an oak desk."
6)более придирчивыми — this requires some rewording, as the dictionary definitions "captious" or "nagging" are totally inappropriate to the colloquial tone used here. "Becoming/getting very picky/fussy/choosy" would do it.
7)это тоже рекламный ход — ход here is a "tool" or "trick," or, colloquially, "thing." "Move" will not work here.
8)здесь неуместны передержки — this phrase requires some reworking, as "inappropriate" or "improper" sound too stiff. "You can't overdo that" or ''You've got to go easy on that" will do.
9)в горячих ситуациях — the best thing here is to get away from "hot" images, though "hot spot" will do in a pinch, to "tough spots" or "tight situations."
10)скажем, привлечь сто миллиардов — this sentence fragment can be rendered by a similar fragment in English: "Such as getting/like (very colloquial) obtaining/a hundred billion."
11)вообще, мне представляется — вообще does not need to be translated by "in general" or something of the sort. "Well, I think that," or "As I see it" are fine.
12)любой хочет сказать о своей силе и мощи — "everyone" rather than
"anyone" is needed here, and "toot his own horn" is short and suitably colloquial in suggesting self-praise.
13)"Достань Луну" — the English equivalent of this phrase is "Reach for" or "shoot for the moon" rather than "get" or other verbs with a similar meaning.
14)степень реализации карточки — "degree" does not work in English. The idea is that the number of sales has increased.
15)издесьрешающимфактороммогластатьреклама— "turning point" or "key factor" are much more in keeping with the tone of the whole text than the more formal "decisive factor." "Could" covers both the past tense and potential sales in the future.
16)хотя надо признать — "though it's true that" or "In fact" keep the tone consistent and avoid the use of the pronoun "you," which is not part of the Russian construction.
Advertising
(Interview with Konstantin Kostin, Head of the Advertising Department of a Bank)
(Читается с американским акцентом)
Recently, advertising has been in the forefront as a marketing tool which puts across the bank's products and the bank's image. Just look at how the "image" publicity of banks has changed: abstract slogans such as "A speck of gold in a sea of sand" are things we don't hear anymore. And just think of all those symbols of the power of banks at the beginning of the 90s — a heavy wooden desk, a cellular phone, a Swiss watch. Since then the market has really gone professional. The banks are getting very picky. In response to that there are new ads with very specific and clear business ideas. There's also that powerful weapon, meaningful silence. That's also an advertising trick. However, you have to go easy on that. Being silent for too long is just as bad as talking about yourself too often. Particularly in tough spots on the financial markets. I think that some of the silent banks should come out with their positions not just obliquely, but through direct advertising.
The major goal of the advertising department is to provide advertising in support of the bank's development. I don't have any abstract goals. Like getting a hundred billion. There's a plan to sell the image. There's a timetable to provide ads for the products the bank is pushing, and, by the way, that accounts for a quarter of the estimate.
As I see it, getting information to the public through publications and stories by experienced journalists is a lot better than going the direct advertising route. After all, a good journalist is seen as an expert by the public. People have less belief in direct advertising, but that doesn't mean it should be dropped. Public opinion, in addition to information from all kinds of articles and TV programs, needs something more. And also, a major bank just can't beat around the bush.
165
A few words about the creative side of all this. Here the biggest problem is just coming up with an idea. A good ad idea works on its own and pays for itself. It's got its own worth, in addition to the publicity value it has for a commercial organization. Like a work of art. In the bank world, of course, everyone wants to toot his own horn. For example, look at the ad for our Visa card, an elephant with a text on the side "Buy an elephant," and the other side of the moon with the text "Shoot for the moon." It got a prize at several festivals; the number of sales of the card after the ad campaign really soared. In fact, there are already a lot of credit cards like this on the market, and they're all pretty much alike; here the key to it all can be the ad. Though it's true that many things in advertising are intuitive, and it's not so easy to link them to the final result.
Текст 22
Интервью с Михаилом Швыдким, председателем ВГТРК
—Чем вы объясняете падение рейтингов «Вестей»!
—Отчасти сезонными причинами, отчасти — истощением ресурсов. Телевидение нельзя делать без денег. Год мы держа лись, а сейчас это начало сказываться. Хотя небольшой кредит мы получили, в основном, он ушел на погашение долгов, на формирование холдинга и т.д. На программную политику оста лось не так много денег. К тому же с декабря прошлого года до марта нынешнего, когда у нас был самый сложный период, руко водство ВГТРК, не скрою, очень серьезно занималось только «Вестями» — и видим результат. Наверное, в преддверии гряду щих в июле-августе перемен просто ослабла внутренняя само дисциплина. Думаю, в течение июля все поправим.
—Как будут изменены «Весты»?
—«Вести» переходят на двухчасовой шаг. Будем выпускать
вэфир 12 информационных выпусков в сутки. Каждые два часа будем делать новости, но это не значит, что превратимся в Си-эн-эн. Зрителю гарантируется пять выпусков «Вестей» в сут ки. Каждый следующий выпуск будет просеивать новости преды дущего, оставляя главные и добавляя самые свежие. Самое прин ципиальное, что «Вести» будут выходить в 21.00. За десятилетия зритель привык в это время смотреть новости на государственном
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канале. Вот мы и предоставим ему такую возможность. Конечно же, хотим изменить и дизайн программы, и форму выдачи новостей в эфир.
—Программа будет выходить в новом формате?
—Мы предлагаем сделать более жесткую подачу новостей. Форматы выпусков — не больше 20—30 минут. Мы можем де лать вдвое больше сюжетов, чем ОРТ или даже НТВ. У нас боль ше корсеть и больше возможностей.
—У вас претензия к руководству «Вестей" ?
—Естественно, и я буду ее излагать. Существует, например,
ипроблема контроля, и проблемы творческие. Мне кажется, все можно поправить с нынешней командой «Вестей». Ничего осо бенного не происходит. Это все внутренние процессы, в кото рых мы будем разбираться. Думаю, к сентябрю все поправим.
—Власти по-прежнему высказываютпретензии кинформаци онному вещанию ВГТРК?
—Если бы они были, думаю, меня бы просто сняли с поста председателя компании. У нас нормальные отношения и с ад министрацией президента, и с правительством, и с парламен том. Нормальный рабочий диалог со всеми. Как государствен ный канал, мы стараемся сохранять необходимую сегодня ровность информационного поля. Не вижу больших проблем.
—Решение руководства компании о снятии с эфира программы «Совершенно секретно» вызвало подозрение в том, что вам это ре шение навязали «сверху». Как бы вы могли это прокомментировать?
—Всякий раз, когда мы принимаем какие-то решения, вы зывающие общественный резонанс, все почему-то начинают говорить, что эти решения принимает не руководство ВГТРК, а кто-то другой. Честно говоря, я удивлен тем шумом, который поднялся вокруг решения по программе «Совершенно секретно». Получается, что руководство каналов не вправе принимать реше ния. Таким образом каналы хотят превратить в почтовые ящики, куда можно скидывать все что угодно. Я с этим категорически не согласен. Мы не раз высказывали свои претензии к создателям «Совершенно секретно». Это касалось и программы о войне на Балканах, и программы о расследовании убийства Галины Ста ровойтовой. Это относится и к последней передаче. Мне не очень понравилась реакция Артема Боровика, которую процити ровал корреспондент РИА «Вести». Он сразу стал говорить о том, что у него есть компромат о коррупции в ВГТРК. Если он чест ный журналист и у него есть такой материал, он должен был
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опубликовать его вне зависимости от того, идет ли программа на канале РТР или не идет. Конечно, неприятно читать про себя гадости, а тем более несправедливые. Но я предпочел бы их прочесть именно тогда, когда «Совершенно секретно» совершенно безоблачновыходила вэфир. Я синтересом жду публикаций, чтобы в свою очередь получить возможность подать в суд на «Совершенно секретно».
—How do you explain the drop/ fall/ decline in the ratings of the news program " Vesti ?"
—That's partially/In part that's/due to seasonal factors, and in part to a lack of resources/funds. You can't have/do/TV without funds/money. We've held on/managed/kept on going/for a year, and now we're starting to feel that/the effects are making themselves felt. Although we got some/limited funding/credits, most of/for the most part/that went to pay off/liquidate debts, to form/establish a holding company, etc. For program policy not much was left/remained. In addition/also,/from last December until March, when we had/were going through/in/our most difficult/worst period/times, the administration/bosses/leadership of VGTRK, frankly, was/were only serious about "Vesti"/only took "Vesti" seriously, and we can see the result. Probably on the eve of the changes forthcoming/upcoming changes in July and August there was a breakdown/weakening/of internal organization/management/discipline. I think that in July we'll get squared away /fix things up/set things right/take care of everything.
—How will " Vesti" be changed?
—"Vesti"/is going to a two-hour slot/will become a two-hour program/will run for two hours. We'll be airing/putting on the air/ broadcasting/ 12 information shows during a 24-hour period. Every two hours we'll/have a news program/broadcast the news/air the news/put the news on the air, but that doesn't mean we're going to turn into/become CNN. The viewer is guaranteed/assured of five installments/broadcasts of "Vesti" in a 24-hour period. Each broadcast will sift through the previous news program, leaving out old/stale/items and adding the latest/breaking news. The most/really important/key/ thing/point is that "Vesti" will air at 9:00 PM. Over/for the last ten years the viewers/audience/is in the habit of/have/has/gotten used/to watching the news at that time on the state channel. And now we're going to give them that chance/opportunity. Of course, we also want to change the design of the program, and the style/way/form of putting the news on the air/delivering the news.
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—Will the program be aired in a new format?
—We're planning/intending to have a tighter/more concentrated news program. The formats for the broadcasts will run/be/take no more than 20-30 minutes. We can cover twice as many stories/topics as ORT or even NTV. We have a bigger network of correspondents and more possibilities/greater potential.
—Do you have complaints for/are you going to take up complaints with/Do you have problems to present to/the administration/bosses of
"Vesti?"
—Naturally, and I ' m going to present them/put them on the table/discuss them; for example, there's the problem of control, and there are creative problems. It seems to me that the present team/the team we now have at "Vesti" can put all that straight/resolve all that/take care of all that. Nothing special/extraordinary/imusua! is taking place/happening/occurring. These are all internal processes, and we'll be dealing with/analyzing/getting to the bottom of/them. I think that by September we'll have everything in place/settled/taken care of/resolved.
—Do the authorities still have problems with/complaints about the information programs/broadcasting of VGTRK?
—If they did/if there had been problems/in that case,/I think I'd simply/just have been removed/fired/dismissed/let go/be out of a job as
chairman of the company. We have a normal relationship with the President's administration, and with the government, and with the parliament. A normal working relationship/dialogue with everyone. As a state channel, we are trying to keep the balance that is needed/required today regarding the dissemination/distribution of information. I don't see any big/major problems.
—The decision of the administration of the company to take the program " Top Secret" off the air arouses suspicions that this decision was imposed on you "from above''/''from the top"/'from upstairs." How would you see that/What's your take on that?/What would you have to say to that?/How would you comment on that?
—Each time we take any decisions that evoke a reaction from the public/a public response, for some reason everyone starts saying that these decisions aren't taken by the administration of VGTRK, but by someone else. Frankly speaking,/To be honest, I'm surprised at/ astonished by/the fuss/hullabaloo/(that started up) about the decision on/regarding (the program) "Top Secret." The same (thing) was/held true/happened for the program on the war in the Balkans, and for the program on the investigation of the murder of Galina Starovoitova.
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This/The same (thing) was/holds/true/goes for/applies to the most recent broadcast. I didn't much like/wasn't very keen on/the reaction of Artem Borovik, who quoted the correspondent of RIA "Vesti." He immediately started/right/off/away/talking about how/saying that/he had compromising material regarding corruption at VGTRK. If he's an honest journalist and he has such material, he should have published it regardless of whether or not the program is on the RTR channel. Of course, it's unpleasant/not pleasant/not fun/to read dirt/filth/muck about yourself, particularly when it's unfair/not true/unfounded. But I'd prefer to read those/such things when "Top Secret" is broadcasting freely/on the air unhampered/happily out on the airwaves/being broadcast/broadcasting free and clear/happily away/ airing with no problems. I'm eagerly awaiting/looking forward to those publications, so that I'll get my chance to sue/file suit against "Top Secret"/take "Top Secret" to court.
Комментарии:
1)год мы держались — the idea is that we managed to keep going for a year: "We hung/held on," or simply, "managed." A very colloquial rendition would be "we hung in there."
2)когда у нас был самый сложный период — сложный should not be rendered as "complex" or "complicated," which are not entirely appropriate here. The meaning is rather that of a "difficult" period; or, since this is a superlative, our "worst" period.
3)все поправим — translations involving "correct" or "right" should be avoided. "We'll have everything in place" or "taken care of" fits the colloquial tone of this interview.
4)каждые двачаса будем делать новости — here the verbs "make" or "do" are not appropriate. Rather, "We'll have/air/broadcast" a news program.
5)самое принципиальное — the word "principled" should be avoided, as it sounds pompous and is in fact a mistranslation. "The most important/key" thing is what is meant here.
6)зритель привык — the audience "has (or viewers have) gotten used to/gotten in the habit of ..." A compound tense is needed here to indicate action over a period of time. "Accustomed" is a bit highflown for this sentence.
7)если они были, думаю, меня бы просто сняли — sequence of tenses is theoretically important here, as well as an appropriate expression for
меня бы просто сняли. "If there had been problems, I would have been removed." Simply saying "In that case" nicely solves any tense problems by eliminating the verb. Colloquially, such tense sequences are often ignored in English, i.e. " I f there were problems, I'd have been removed." "Let go" or "out of a job" are appropriate for "сняли".