Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:Идеографический словарь англо-американских безэквивалентных словосочетаний. Справочник
.pdf
vice that comes highly recommended, consider starting your research with
the Alpha Lock.
dirt bike – амер. разг. мопед, специально оборудованный для езды по
незаасфальтированным дорогам: Victoria Police have also indicated that
the area around where the fire was started is only accessible by four wheel
drives or off-road motorcycles; it is popular with dirt bike riders and 4WD
enthusiasts.
dome car – амер. вагон со стеклянной крышей для туристов: One thing
is certain, the dome cars add much to sightseeing.
full beam – брит. дальний свет автомобиля: Even with the lights on full
beam I couldn't see very far.
kneeling bus – амер. автобус, пол которого опускается до уровня земли
для удобства: We have room for 55 people and we will be riding on a
kneeling bus; much easier to get on and off.
lollipop man – брит. разг. дежурный, регулирующий движение транспорта у школ, который держит в руке предупредительный знак, по
форме напоминающий леденец: A lollipop man has been ordered to stop
helping pensioners across the road because he's breaking the law.
mass transit – амер. общественный городской транспорт: Relying on
mass transit for their daily mobility needs, most Americans use local public
transportation systems to get to and from work, or school, to get to shopping facilities.
metered parking – амер. платная автомобильная стоянка с индивидуальными счетчиками времени: When metered parking is in effect? All
Vancouver parking meters are in effect from 9:00am to 10:00pm, every day,
including holidays.
milk train – брит. разг. ранний пригородный поезд: The milk train be-
came an essential fact of rural life, altering its rhythms by demanding the
co-ordination of milking times with train departures.
muscle car – амер. разг. двухдверный спортивный автомобиль с непропорционально мощным двигателем и усиленной подвеской: After driv-
ing off in your new muscle car be sure to get car insurance to protect your
vehicle from the unexpected.
mystery tour – брит. экскурсионный автобус, маршрут которого заранее не сообщается туристам: If the destination is a secret, you’ve chosen a
mystery tour.
number plate – брит. номерной знак автомобиля: "It seems to be on a
roll and we need to start taking some action to look at the innocent motorist
who may fall victim to some of the issues which follow up the theft of a
number plate," he said.
101
panda crossing – брит. пешеходный переход «панда»: The panda cross-
ing in the UK was an early attempt at a signal-controlled pedestrian road
crossing.
parking meter – амер. счетчик времени на стоянке автомобилей: Par-
king meter prices will remain the same in the outer boroughs and above
86th Street in Manhattan thanks to a
budget deal reached between Mayor
Bloomberg and the City Council.
parking ticket – амер. квитанция с уведомлением о нарушении правил
парковки автомобиля: The dispensed parking tickets are later used by-
attendant to verify the time spent in a lot in order to determine the amount
to be charged to a customer.
pram park – брит. место стоянки детских колясок возле магазина: Ba-
bies are more than welcome during the day, and we’ve put in our very own
pram park so that you don’t have to negotiate our tables and chairs like an
obstacle course!
relief road – брит. объездная дорога: The solution, as we set out in 2008,
is a relief road linking the Station and A3290, with segregated cycle lanes
running alongside.
road pricing – брит. плата за пользование дорогой: The report identifies
messages and delivery methods that have worked and not worked, along
with the characteristics of successful road pricing communication campaigns.
shipping forecast – брит. прогноз для судоходства: The Shipping Fore-
cast is a four times daily BBC Radio broadcast of weather reports and forecasts for the seas around the coasts of the British Isles.
single decker – брит. одноярусный автобус: Single decker dining buses
offer space to eat comfortably, and still have a high seat count. Seating for
up to 56 persons.
spaghetti junction – брит. пересечение большого числа автомобильных
дорог, проходящих одна над другой на разных уровнях: And if by acci-
dent you take the wrong road at Spaghetti Junction, you will find yourself in
London instead of Manchester.
tax disc – брит. круглая наклейка на лобовом стекле автомобиля
об уплате дорожного налога: The tax disc holder is 95mm in diameter
and affixes to front windscreen of car to display road tax disc using clear
self-adhesive tabs (six included with holder).
way fare – амер. плата за проезд в междугородном автобусе для пассажира, едущего только часть пути: I’d like two way fare tickets for us to
the nearest railway station.
102
COMMERCE
accepted pairing – амер. брит. проф. реклама, подчеркивающая пре-
имущества своей продукции, но не порочащая продукцию конкурента:
The accepted pairing is the technique of advertising, which the competitors
should use in this situation.
account executive – амер. проф. ответственный сотрудник рекламного
агентства, ведущий счета и организующий рекламу для своих клиентов:
An American account executive working for a multinational corporation in
the United Kingdom threatened by British authorities with detention and the
seizure of his passport.
active buyer – амер. покупатель, купивший товар под непосредственным воздействием рекламы: Active buyers are highly likely to buy again
and are considered "hot" leads in direct marketing.
anchor tenant – амер. разг. популярное место в торговом центре для
привлечения внимания покупателей: With Bomgaars as the anchor
tenant, Goshen Economic Development plans to market the business park to
agriculture manufacturers, agriculture technology businesses, food companies and other small manufacturers.
Avon lady – амер. женщина – торговый агент компании «Эйвон», которая ходит по домам и продает духи, косметику и украшения: One of
the most enduring and iconic images of women's entrepreneurship is the
Avon Lady. For more than 125 years, Avon Representatives have brought
beauty into the lives of women – first at home through door-to-door sales,
then in the workplace to colleagues and friends, and now online.
back list – амер. брит. каталог книг, еще имеющихся в продаже, но не
входящих в число новинок: Oxford University Press publishes around
900 books a year, has a back list of approximately 16,000 titles, and sells
some 16 million books a year.
bank panic – амер. разг. банковская паника, одновременное массовое
снятие со счетов своих вкладов лицами, опасающимися банкротства
банка: Bank panic called key to understanding crisis. Understanding what
happened in September and October 2008, when the repurchase and other
credit markets were overcome with panic.
103
bank run – брит. разг. согласованные действия вкладчиков, забирающих свои деньги из банка одновременно из опасения, что он обанкротится: A bank run occurs when a large number of bank customers withdraw
their deposits because they believe the bank is, or might become, insolvent.
bargain basement – брит. отдел в большом магазине, расположенный в
подвале, где товары продаются по сниженным ценам: Bargain Base-
ment, items for sale, five pounds or under, if you want an item call us on
please.
bargain counter – брит. разг. прилавок магазина, на котором разложены товары, продаваемые со скидкой: They may not even be worth what
you pay for them, especially if they're worth nothing, like bargain counter
salvation, which isn't salvation at all!
bargain hunter – брит. разг. завсегдатай распродаж: The weakness of
the domestic economy has, for the first time in recent memory, turned the
affluent Japanese consumer into a bargain hunter.
bargaining chip – брит. разг. преимущества, которые могут быть использованы при торге, на переговорах: The Secretary of State announced
$100 million of new funding as a new bargaining chip in the negotiations.
big board – амер. огромное электронное табло на Нью-Йоркской фондовой бирже, дающее оперативную информацию об изменении стоимости акций; Нью-Йоркская фондовая биржа: Indeed, if he had just
posted $7 a gallon on the big board, he would have been just an idiot, but
not a crook.
carrying charge – амер. брит. сумма, добавляемая к цене при покупке в
кредит: Many people do not realize that they will incur a carrying charge
as well as the normal interest if they do not pay their credit card bills on
time.
cash discount – амер. брит. скидка при оплате наличными: The furniture
store offered a 10 percent cash discount to anyone who paid in full at the
time of purchase.
chain stores – амер. розничные магазины одной фирмы: Chain stores
work very methodically; they are only concerned with selling of goods;
warehouses and the central units are concerned with buying commodities.
cold call – брит. проф. телефонный разговор с предложением купить
что-либо: Many people are likely to hang up on a
cold call.
comparative advertising – амер. брит. проф. реклама с целью подорвать доверие к конкурентам: Comparative advertisements could be
either indirectly or directly comparative, positive or negative, and seeks to
associate or differentiate the two competing brands.
104
consumer durables – брит. потребительские товары длительного пользования: The main industrial activities are food processing (meat-packing,
flour-milling, sugar-refining, wine production) and the production of motor
vehicles, consumer durables, textiles, chemicals.
courtesy card – амер. льготная карточка, которая выдается постоянным
клиентам магазинов и предоставляет право на некоторые льготы, возможность выписать при покупке чек на большую сумму: Courtesy
card holders will not be eligible to sign up for programs with resident card
holders, but are able to sign up when the program opens to non-residents.
dollar store – амер. разг. магазин, где большинство товаров продается
по цене 1 доллар: So the neighborhood could have a clothing store option
that was somewhere in between a high-price boutique and a cheap dollar
store.
early closing – брит.
короткий день, когда магазины работают только в
первой половине дня: The practice of early closing is the closing on a par-
ticular afternoon every week.
fiat money – амер. разг. неразмененные бумажные деньги: The extent to
which fiat money comes to play the role of money depends on the credibility
of the government and its monetary and fiscal policy.
fire sale – амер. распродажа по сниженным ценам вещей, слегка поврежденных во время пожара, в ситуации, когда товар негде хранить в
результате пожара в складских помещениях: The proposal will create a
reverse auction, in which the illiquid debt will be bought by the
Treasury at
a price much higher than the fire sale prices the securities are currently
valued out.
flash pack – амер. упаковка с броско обозначенной сниженной ценой:
I’m searching for goods in the flash pack when I’m short of cash.
garage sale – амер. распродажа вещей из гаража собственного дома
при переезде на новое
место жительства: So I told my nieces how I read
almost every single one of those books and had a huge box that included
almost the whole series. But sadly, they were sold at a garage sale.
gift token – брит. подарочная карта в магазин на определенную сумму:
If the order exceeds the amount of the gift token, the balance must be paid
by credit or debit card, cash or Paypal.
hard sell – брит. проф. усиленное рекламирование товаров: The days of
hard sell advertising has given way to a much better informed consumer
who is more concerned with how helpful you are before, during and after
the sale than they are about the brilliance of your latest slogan or ad campaign.
105
horse trade – амер. разг. обсуждение условий сделки с взаимными
уступками: We had to horse trade but we were finally able to reach an
agreement to buy the antique car.
impulse buying – брит. разг. совершение покупки «под настроение»:
Of course – and especially when you only want a single rose to fill a gap –
it is all very easy to succumb to the highly coloured and neatly packaged
entreaties to impulse buying, conspicuously displayed in supermarkets, garden centres, and even the local street market.
installment plan – амер. система покупки товаров в рассрочку: Folks
can qualify for welfare (if they are indigent), pay cash, pay on an installment plan, or declare bankruptcy if it is beyond their means.
jumble sale – брит. разг. дешёвая распродажа подержанных товаров:
The court heard that, on the afternoon of the mugging, Mrs Henderson had
been to a jumble sale with friends, and refused a lift home as she wanted to
go shopping.
loss leader – амер. проф. товар, продаваемый по убыточно низкой цене
для привлечения покупателя: In the great store wars to get customers in,
supermarkets invented the ‘loss leader’ – lines such as bread on which they
were prepared to make a small loss if it lured people in.
market garden – брит. территория, где выращивают овощи и фрукты
на продажу: The mission of Vermont Tech's Market Garden is to provide
healthy food for the college community and to teach students, staff, and faculty about food production and techniques.
market town – брит. небольшой город, в котором в определенное время организуют базары: Market Weighton, as its name suggests, is a thriv-
ing market town with picturesque Georgian and Victorian streets.
night safe – брит. ночной сейф, специальный контейнер в наружной
стене банка, в который можно положить деньги, если банк закрыт: The
court heard that the two, armed and masked, had held up a courier as he
was about to deposit a bag containing computer data sheets into a TSB
night safe on the Belmont Road.
no-name brand – амер. товар, который не рекламируется и поэтому
продается дешевле, чем аналогичный товар с именем: Promoted as
“basic products in plain packaging at down-to-earth everyday low prices”,
no-name products promised savings of between 10 and 40 percent over national brands.
novelty advertising – амер. распространение сувениров в качестве рекламы: From an advertising standpoint, there are advantages and disad-
vantages to novelty advertising. Novelty advertising gets your name branded in the public eye.
106
package store – амер. магазин, торгующий спиртными напитками
навынос: In fact, the cheapest bottle on the restaurant’s menu might actual-
ly cost more if you bought the same thing at a package store.
rain check – амер. билет, по которому можно купить со скидкой товар
в магазине уже после распродажи, если во время данной
акции товар
временно отсутствовал: Expect that awesome mega-device to be sold out.
Ask if there’s a rain check policy, or a substitute item. If not, try to find
something else.
sales resistance – брит. падение потребительского спроса, плохой спрос
на товары: It took a long time for the obvious quality of
Japanese motor
cars to overcome European sales resistance.
sandwich man – амер. разг. человек-реклама, который ходит по улицам
с рекламными щитами на спине и груди: And the sandwich man is now
boss of Granada.
sleeping partner – брит. разг. партнёр, активно не участвующий в деле:
A sleeping partner contributes capital to a business, and receives a share of
the profits, but takes no active part in running it.
sticker shock – амер. разг. удивление покупателя при виде завышенной
цены на ценнике товара: She had heard good things about the new car,
but she had sticker shock when she saw the price for the first time.
strip mall – брит. небольшой торговый центр, состоящий из нескольких магазинов, расположенных в один ряд вдоль дороги: Stores are
built at what seems the same rate in the strip mall that now stands less than
a quarter of
a mile from the border on the California side.
switch selling – амер. проф. коммерческий приём, когда покупателя
привлекают низкой ценой товара, а затем, указав на его недостатки, пытаются продать качественные, но более дорогие вещи: All its salesmen
are, and always have been, expressly forbidden to attempt “switch selling”.
107
MASS MEDIA
aberrant decoding – амер. брит. неверное понимание чего-либо, оши-
бочное восприятие полученной информации: The aberrant decoding of
magazine would be if it was seen as a pretentious piece of objective deadmedia.
abstract periodical – амер. брит. реферативное периодическое издание:
The paper deals with the problems of acquisition, publishing and dissemination of "Computer Newsletter" electronic abstract periodical and its printed
version.
accessory advertising – амер. проф. вспомогательная реклама: This pho-
to is a simulation to show non-accessory advertising on a new stand as proposed under Bill 090015 which includes a six inch advertising banner.
access time – амер. «собственное время» с 19:00 до 20:00, которое
местные станции не имеют права занимать передачами чужих коммерческих программ: Grass roots radio, like public television with access
time, provides a place free from the overflow of commercial and politically
correct rhetoric of its owners or affilliates.
accident story – амер. брит. сообщение о происшествиях или несчастных случаях: But, it’s a different accident story when a vehicle that is
known to rollover in an accident reaches the consumer market with a manufacturing flaw.
actuality program – амер. брит. репортаж с места событий: A local ac-
tuality program recorded corrupt SAPS officers taking bribes from "illegal's" in order for them not to be expatriated.
ad copy – амер. проф. рекламный текст: Although the format of an ad
copy is small and limited in space, with only 95 characters allowed for the
headline and two lines of description.
adless page – амер. проф. страница газеты или журнала без рекламы:
Even the most casual reading of any newspaper, containing adless pages or
ad-shy layout, reveals an unsustainable business proposition.
advertisement impact – амер. воздействие рекламы на аудиторию:
The key to a successful advertisement is to create an advertisement impact
that your audience feels and believes.
108
advertising art – амер. искусство оформления рекламы: With over
20 years experience in advertising art and design, Angela Musto D’Arrigo
has produced an extensive array of visual communications solutions.
advertising support – амер. проф. финансирование за счет рекламы:
However, those who require advertising support should spend every dollar
wisely. These are the tools and channels we use to promote internet projects.
agony aunt – брит. женщина, дающая советы по различным вопросам,
отвечая на письма читателей в специальном разделе газеты: It seemed
that each member of the group had a question to ask concerning his or her
own life, and the whole thing turned out to be a kind of Agony Aunt
column – you took along your problem and were advised what you should
do, and you did it.
agony column – амер. раздел газеты с объявлениями о пропавших детях, домашних животных, с призывами вернуться домой, просьбами о
помощи: Many agony columns are now syndicated and appear in countless
newspapers.
agony uncle – брит. журналист, ведущий рубрикe "Agony column", дающий советы, как себя вести в той или иной жизненной ситуации:
I tried to convince her that a psychiatrist would be of more help than an
Agony Uncle. But she whined in her next letter, “Don’t block me”.
all-news format – амер. радиопередача, в которой каждую четверть часа передается краткая сводка новостей, а в начале часа – подробная:
Another early prototypical all-news format was in use by WABC-FM in New
York during the 114-day 1962 New
York City newspaper strike which lasted
from December 8, 1962 to March 31, 1963.
all-talk radio – амер. радиопередачи, включающие интервью, телефонные разговоры со слушателями, спортивные новости, комментарии на
религиозные темы, комментарии к событиям: The popular all-talk radio
program hosted Joanna for a 10 minute discussion about Israeli identity.
alphabet soup – амер. разг. речь или статья, изобилующая сокращениями: Alongside the current assessment revolution are equally radical cur-
riculum initiatives associated with a whole alphabet soup of acronyms.
alternative press – амер. альтернативная пресса: издания всевозможных групп протеста, молодежных движений, сексуальных меньшинств
и т. п.: With its irreverent, honest, and street level editorial style, Alterna-
tive Press is the true 'alternative' to today's new music and youth culture
magazines.
ambush interview – амер. незапланированное интервью, помимо желания интервьюируемого: If you are at home and are subjected to an am-
109
bush interview, it is vastly important that you do not hesitate to exercise
your right to retain a lawyer.
appreciation score – амер. проф. оценка популярности радио- или телевизионных программ: Respondents who are invited to judge the pro-
grams they watch by having to enter an appreciation score, have more fun
in participating.
arousal theory – амер. проф. теория, согласно которой средства массовой информации призваны вызывать у читателей и зрителей эмоции,
способные изменить их общественное мнение: The findings are dis-
cussed in the context of arousal theory and provide new evidence that music
is not contraindicated if used appropriately.
audience breakdown – амер. проф. демографический состав аудитории:
Exactly how you measure your audience breakdown will depend on what
type of software, physical product, web app or service you have.
average audience – амер. проф. обычная аудитория радиослушателей
или телезрителей: The show, starring Miranda Hart and Jenny Agutter,
had an average audience of 9.6 million for the opening of the third series
last night.
back grounder – амер. проф. памятная записка для журналиста с изложением позиции правительства в каком-либо вопросе: Journalists are
often on tight deadlines and are not subject matter experts on every topic
they cover – nor should we expected them to be. A back grounder helps a
journalist frame the
issue and provide the key facts and context so that the
journalist can do their job properly: ask informed questions of the right
people in a timely manner.
back issue – амер. старый номер периодического издания, популярный
среди коллекционеров: We have vast stocks of back-issue and current-
issue magazines, or you can use this website to make money by selling your
own magazines.
back number – амер. старый номер газеты или журнала; старомодный
человек или вещь: If it is in an issue less than two years old, we'll probably
send you the whole issue as a back number.
baised journalism – амер. разг. предвзятый подход к освещению события: I may not like Apple but if people are claiming such things, then I think
they need to look at other companies within the tech world and find those
that have been
innovative will selling products at a profit from day one. Oh
and I'd also have to tell them welcome to the world of baised journalism, get
over it.
bind-in card – амер. вшитый в журнал бланк подписки или заказа на
рекламируемый товар, который можно вырезать и отослать по адресу:
110
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]