ترجمة أنجليزي إلى روسي [للمحترفين] Marketing - الدعاية والإعلان \ العلاقات العامة
أنجليزي مصطلح أو جملة:on message
Текст о борьбе между маркетингом и "связями с общественностью" за ведущую роль в фирме.
Контекст:
"Perceptual mapping is ... a useful concept for integrating marketing communication wtih corporate communication to ensure that publicicty ist coherent and consitstent with the aims of corporate commjnication programmes, or 'on message' as the politicians say. (комбинация из 2 предложений)
Рабочая версия перевода:
Построение схем восприятия – это концепция, которая полезна, когда нужно совместить маркетинговую коммуникацию с общефирменной коммуникацией с целью обеспечения соответствия и адекватности рекламных мероприятий задачам программ общефирменной коммуникации, или, как говорят политики, ...
ruslingua (asker): 12:53 Apr 14, 2005: Вот еще варианты с этим словом из разных газет: - 1)By MARTIN WALKER
GUARDIAN (London) Monday April 26, 1999
Then Prince and Campbell set up a daily conference call with Shea, so that
he would know what the line of questioning had been at the national press
briefings and they could agree on a single and coherent message for each
day. Above all, they gave Shea the political clout he needed from White
House and Downing Sreet to bring Nato's military men ***on message***.
"When the supreme commander, General Clark, flies to Albania as he is this
week, that has to be our story of the day, with places on the plane for
press and TV from every alliance country," Campbell suggested as an
example.
2)The huffers and puffers get help from bin Laden
Maureen Dowd
Thursday, February 13, 2003
In the past, the national security adviser, Condoleezza Rice, has
implored the networks not to broadcast the tapes outright, for fear
that bin Laden might be activating sleeper cells in code.
But this time the administration flacked the tape. And Fox, the
official Bush news agency, rushed the entire tape onto the air. So
the Bushies no longer care if Osama sends a coded message to his
thugs as long as he stays ***on message*** for the White House?
To get Saddam, the Bush administration is even willing to remind the
American public that it failed to get bin Laden.
3)the International Herald Tribune
Putin in London
Thursday, June 26, 2003
Both Washington and London have
been prepared to forgive him his opposition to the invasion of Iraq, in part
because he kept it reasonably low-key, and in greater part because he is a man
they feel they can deal with. Indeed, Putin has done a lot to end the chaos of
the Yeltsin years, and for this he has garnered considerable and deserved
popularity at home. Bringing on the Grenadier Guards in their plumed helmets is
a reasonable price to keep Putin ***on message***.
: : During the press conference, the president kept right on message by repeating his point .
: : Does "on message" mean *to express opinion? or on behalf of a political party?
:
: 'On message' means sticking to the official party line - being orthodox in one's statements.
And keeping things simple for the public.
ON THE MESSAGE - "focused on the main selling point. 'In the lingo of today's spin doctors,' the lexicographer wrote in the 'New York Times' in 1993, 'focus means to be 'on the message' - concentrating on the one or two simple issues that ignite a campaign.When you stray 'off the message,' support erodes.you're putting so many necessary things on the public plate that people, uncomfortable with complexity, cannot digest it all.' 'On the message' is associated with James Carville, chief Clinton political strategist in 1992 (See 'It's the economy, stupid.')." From "Safire's New Political Dictionary" by William Safire (Random House, New York, 1993).
-------------------------------------------------- Note added at 15 mins (2005-04-14 10:11:56 GMT) --------------------------------------------------
Или, как вариант, неуклонно \"держаться одной линии\"
Staying “On Message”
Once you have framed the issue, you can practice staying “on-message.” This means that you always come back to the issue, the solution, and who you are asking to take action—like a broken record. While using the same language over and over again may seem boring to you, this is the way to build a consistent message that gets your point across. A clear, memorable message will help build momentum and support for your cause.
-------------------------------------------------- Note added at 18 mins (2005-04-14 10:15:08 GMT) --------------------------------------------------
Есть и другое значение: \"говорить просто и ясно\" (то, что в первой ссылке описано как \"keeping things simple for the public\"
Вот в этом же духе пояснение:
ABeing on message means that messages are delivered clearly and consistently so that the media, for example, gains a precise understanding of the companys viewpoint or positioning.
Я выбрал "не отклоняются от генеральной линии". Вроде бы это отражает то, что это "партийная" лексика. А так можно было бы сказать что-нибудь вроде "гнуть свое" или "вести свою линию".
: : During the press conference, the president kept right on message by repeating his point .
: : Does "on message" mean *to express opinion? or on behalf of a political party?
:
: 'On message' means sticking to the official party line - being orthodox in one's statements.
And keeping things simple for the public.
ON THE MESSAGE - "focused on the main selling point. 'In the lingo of today's spin doctors,' the lexicographer wrote in the 'New York Times' in 1993, 'focus means to be 'on the message' - concentrating on the one or two simple issues that ignite a campaign.When you stray 'off the message,' support erodes.you're putting so many necessary things on the public plate that people, uncomfortable with complexity, cannot digest it all.' 'On the message' is associated with James Carville, chief Clinton political strategist in 1992 (See 'It's the economy, stupid.')." From "Safire's New Political Dictionary" by William Safire (Random House, New York, 1993).
-------------------------------------------------- Note added at 15 mins (2005-04-14 10:11:56 GMT) --------------------------------------------------
Или, как вариант, неуклонно \"держаться одной линии\"
Staying “On Message”
Once you have framed the issue, you can practice staying “on-message.” This means that you always come back to the issue, the solution, and who you are asking to take action—like a broken record. While using the same language over and over again may seem boring to you, this is the way to build a consistent message that gets your point across. A clear, memorable message will help build momentum and support for your cause.
-------------------------------------------------- Note added at 18 mins (2005-04-14 10:15:08 GMT) --------------------------------------------------
Есть и другое значение: \"говорить просто и ясно\" (то, что в первой ссылке описано как \"keeping things simple for the public\"
Вот в этом же духе пояснение:
ABeing on message means that messages are delivered clearly and consistently so that the media, for example, gains a precise understanding of the companys viewpoint or positioning.
-------------------------------------------------- Note added at 20 mins (2005-04-14 10:17:14 GMT) --------------------------------------------------
М. б. еще \"бить в одну точку\", \"твердо стоять на своем\", \"не отклоняться от темы\". Ну и так далее. :)
Kirill Semenov أوكرانيا يعمل في الحقل اللغة الأصلية هي: روسي نقاط مستوى المحترفين في الفئة: 44 1 corroborated select project in this pair and field
ملاحظة من السائل إلى المجيب
Я выбрал "не отклоняются от генеральной линии". Вроде бы это отражает то, что это "партийная" лексика. А так можно было бы сказать что-нибудь вроде "гнуть свое" или "вести свою линию".
The translation workplace 
موافقة الزملاء الصافي: +5