ПЕРЕВОД ИНФОРМАЦИОННО-ЭКСПРЕССИВНЫХ ТЕКСТОВ

Задание 1. Выполните предпереводческий анализ и определите доминанты перевода следующего текста.

Adapt or Die

The wind of change is blowing through the empire of fast food. The vision of endless growth through new markets across the planet for fast food companies now looks unsustainable when it's not what people want anymore.

When fashions, styles and tastes change, it's time to adapt or die. As the fast food companies have expanded around the world, they have had to adapt to local sensitivities.

In the old days, no franchise holder could deviate from the 700 page McDonald's operations manual known as "the Bible". But that policy may be changing.

In the 34 restaurants in India, the "Maharaja Mac" is made of mutton, and the vegetarian options contain no meat or eggs. There were disturbances in India when it was learned that McDonald's french fries were precooked in beef fat in the USA, because Hindus revere cows and cannot eat beef. Likewise, McDonald's in Pakistan offers three spicy "McMaza meals", Chatpata Chicken Roll, Chicken ' Chutni Burger and Spicy Chicken Burger. In the USA itself, the taste for the food of the Eisenhower-era brightly coloured takeaway has changed over fifty years too.

What the market is meant to offer is more choice, not less. In the heart land of America, at Evansville, Indiana, there's now a McDonald's With the Diner Inside, where waitresses serve 100 combinations of food, on china.

At the end of 2002, McDonald's began closing 175 outlets in 10 countries. Some were branches in cities like London, but the company pulled out altogether from some countries that were not giving appropriate financial returns.

The reasons for these corporate changes may not be just to do with fast food. One of Ray Kroc's partners once admitted that McDonald's was not really in the food business at all, but in real estate. McDonald's actually makes most of its money from rent, because it owns more retail property than any other company on earth. Land is more valuable than appetite, and the sites are more valuable an asset than what they sell. Will McDonald's mutate into another business entirely, in order to survive?

Задание 2. Подберите русские соответствия к выделенным словам и предложите варианты перевода следующих газетных заголовков.

1. DICTATOR OUSTED: PLEA FOR CALM

2. NEW MOVES TO HALT BORDER CLASHES

3. KIDNAP BID FOILED: 3 QUIZZED, 2 FLEE

4. CABINET LEAK: CALL FOR PROBE

5. EU SPLIT OVER LIFTING OF TRAVEL CURBS

6. DEAD ENVOY RIDDLE: YARD BAFFLED

7. PM RAPS BBC IN JOBS AXE STORM

8. PEER DIES IN FLATS BLAZE DRAMA

9. COMMONS STORM OVER DEFENCE CUTS

10. FIGHTING FOOTBALL FANS FACE FINES

11. PM BACKS ARMS BAN TO WOO LEFT

Задание 3. Определите необходимый для перевода объём фоновой информации, связанный с упоминанием в  текстах СМИ следующих прецедентных имен.  

Задание 4. Определите объем фоновой информации, необходимой для раскрытия содержания следующих британских реалий при переводе.

Задание 5. Выполните полный письменный перевод следующего текста.        

Mark Steel: So Karl Marx was right after all

The sudden change is disconcerting. For years I might suggest society would be improved if we sacked these vastly overpaid bankers, and the response would be some variety of "Here he goes again".

Now if you say the same thing the response is "SACK them? I'll tell you what we should do, we should cover them in marmalade and lock them in a greenhouse full of wasps, then scour the stings with a Brillo pad. Then prick them with hedgehog spikes, smear them with fish paste and dip them in Sydney Harbour, then glue them to a pig and send them into an al-Qa'ida training camp with a letter announcing they're a work of art, never mind sack them."

Even the Daily Mail exclaimed on its front page, "I'm keeping every penny" in outrage at Fred Goodwin's pension. Maybe the paper is planning a change of direction, and will be sold in shopping precincts by left-wing groups, yelling "SMASH the bosses, get the WORKER'S Mail, for suburban fashion tips, 20 ways to cook a parsnip and an all-out GENERAL strike."

Even Karl Marx himself is in vogue. Most papers have had articles about him in their business sections, commending his analysis of booms and slumps, and he was on the front page of The Times. Soon a Times editorial will begin: "As the global downturn gathers pace, perhaps one economic remedy to be considered by our esteemed guardians is a violent workers' revolution as envisaged by Mister Karl Marx, and championed with consummate aplomb on page 32 by William Rees-Mogg."

A passage from Marx about the insatiable greed of bankers was quoted on Radio 2 one morning by Terry Wogan. For all I know he's doing it every day now, muttering: "Now here's a jolly old lesson from the old boy Karl – about those rascals of the bourgeoisie, it seems they've been robbing us blind all along and no mistake, so let's overthrow the nitwits for a bit of mischief. In the meantime this is 'Surrey with the Fringe on Top'."

Sales of Marx's Capital are at an all-time high, and this can't just be due to the current rage against characters such as Fred Goodwin and his merry bonus. It must also be because Marx fathomed that under capitalism, boom and slump would remain a perpetual cycle, as opposed to those such as Gordon Brown, who said once an hour for five years, "We have abolished boom and bust", a theory which is now in need of a minor tweak.

But Marx might be surprised at the way he usually appears in these articles, as if he was mostly an analyst, a Robert Peston of his day. As a professional analyst, Marx would have been a disaster. For example, one year after Capital was due, his publishers asked him when it would arrive and he wrote back: "You'll be pleased to know I have begun the actual writing."

But he might also dispute the idea attributed to him, that slumps make the collapse of capitalism inevitable. Because while he said SLUMPS were inevitable, he also said the outcome wasn't inevitable at all, but depended on whether the poor allow the rich to make them pay for it.

Which is to say an abridged version of the 1,100 pages of Capital would go: "I'll tell you what we should do, spray them with wildebeest odour and make them run through the Serengeti, with a commentary by Attenborough, then..."