難字難詞漢譯

Transcreation is a term used chiefly by advertising and marketing professionals to refer to the process of adapting a message from one language to another, while maintaining its intent, style, tone and context. A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. Increasingly, transcreation is used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language. It also takes account of images which are used within a creative message, ensuring that they are suitable for the target local market.

Terms with meanings similar to transcreation include ‘creative translation’, ‘cross-market copywriting’, ‘international copy adaptation’, ‘marketing translation’, ‘internationalization’, ‘localization’ and ‘cultural adaptation’. For each of these words and phrases, the thrust is similar: taking the essence of a message and re-creating it in another language or dialect.

Transcreation and translation

Translation and transcreation are related processes, but they are not identical. Translation in the Western world has a centuries-long history and has been marked in practice by two “ideal” approaches – metaphrase (word-for-word translation) – and paraphrase (i.e. “say in other words”). Due to idiom and the wide variety of local usages, word-for-word translation has long been considered inadequate and the best translations take into account the vocabulary, grammar, syntax, idiom and local usage of the target audience while remaining faithful to the text, and context, of the original document.

Transcreation expands upon translation by focusing not so much on the literal text, but on discerning the emotional response by viewers in the source language and working to elicit the same response from viewers in the target market. It is about “taking a concept in one language, and completely recreating it in another.”

Absolute fidelity to the text is secondary to eliciting the desired emotional response by the target audience. Because differences between cultures are so numerous, eliciting the same emotional reaction may also necessitate changes in the context of the message.

Companies seeking to market a product across different languages and cultures have a spectrum of viable services from which to choose, ranging from mechanical translation on one end to the full resources of a multinational advertising agency on the other. Transcreation agencies, which add marketing and copywriting expertise to the translation process, lie at the center of this spectrum. The right choice depends on the nature of the message, how it will be used to reach the target language, the marketing objective of the advertiser and the financial resources of the company requiring the service.

stone118 wrote:

substantial 這字還真難呀，拿個電子辭典找幾個例句，我都沒什麼把握該怎麼翻。

I had a substantial meal.

They made substantial changes.

The house is substantial enough to last a hundred years.

He introduced us to a number of substantial farmers.

The stories told by the two boys are in substantial agreement.

People and things are substantial; dreams and ghosts are not.

stone118 wrote:

substantial 這字還真難呀，拿個電子辭典找幾個例句，我都沒什麼把握該怎麼翻。

I had a substantial meal.

They made substantial changes.

The house is substantial enough to last a hundred years.

He introduced us to a number of substantial farmers.

The stories told by the two boys are in substantial agreement.

People and things are substantial; dreams and ghosts are not.







[Edited at 2014-06-01 11:28 GMT]

J.H. Wang wrote:



我吃了一顿丰盛的饭。

他们做了大量的更改。

这所房子之坚固足以耐用一百年。

他把我们介绍给几个壮实的农民。

这两个孩子讲的情况基本一致。

人和物是真实不虚的；梦和鬼则不然。


不当之处，请批评指正。

http://www.wordcentral.com/cgi-bin/student?book=Student&va=substantial

3 a : PROSPEROUS 1 《a substantial farmer》 b : considerable in quantity : significantly large

wherestip wrote:



J.H.,

I agree with all your interpretations except the one about the "substantial farmers".

Here's a dictionary definition I found on the web ...



... and a few other links that explains what the term "substantial farming" used to refer to ...


http://answerparty.com/question/answer/what-is-substantial-farming

https://answers.yahoo.com/question/index?qid=20121202192332AAJXBQT

http://www.chacha.com/question/what-is-substantial-farming


[Edited at 2014-06-01 23:25 GMT]

Phil Hand wrote:

我估计问100个英国人第二句是什么意思，至少会出现三七分，有的人觉得substantial changes是改动核心，有的人觉得substantial changes是改动很多。

其实，关于 substantial farmers 的翻译我也有过犹豫，因为缺乏上下文背景，我的语感也有欠缺。根据你提供的证据，可以翻译成：

他把我们介绍给几个富裕/家境殷实的农民。

J.H. Wang wrote:



我刚才查了一下金山词霸上的《简明英汉词典》，其中的一个例子把 substantial changes 翻译成“重大变动”，感觉“重大”的译法很不错。

Fargoer wrote:



我理解这里的 substantial 是“真正”的意思，a substantial part of their life is farming，说他们真的以农为生，不是亦工亦农或亦商亦农的那种。英文中动词加－er 构成的名词，翻译成中文往往有困难。譬如 “writer” 译为“作者”或“作家”都行，但两个词在中文中可以有天壤之别。“translator” 的情况也类似，可以是“译者”，也可以是“翻译家”。我在自家后院种了几株番茄，我可以大言不惭地说，“I am a farmer”。但我绝不是“substantial farmer”。

如果上下文允许译得俗一点，或者说“京味”一点，也可以考虑译为：

他把我们介绍给了几个正儿八经的农民。

他把我们介绍给了几个真格的农民。

farmer [countable]
someone who owns or manages a farm

wherestip wrote:



Fargoer,

美国的 farmers 一般都是有大量地产的， 不同于 farmhands, 更没有什么半工半农、 亦商亦农 一说。 过去国内 farmer 一般都是译为 “农场主” 的， 确实有它的道理的。

J.H. Wang wrote:

我刚才查了一下金山词霸上的《简明英汉词典》，其中的一个例子把 substantial changes 翻译成“重大变动”，感觉“重大”的译法很不错。

Fargoer,

美国的 farmers 一般都是有大量地产的， 不同于 farmhands, 更没有什么半工半农、 亦商亦农 一说。 过去国内 farmer 一般都是译为 “农场主” 的， 确实有它的道理的。