Yao Shun Translation Tips on Practice - 怎樣搞 "the real thing"?

Yao Shun translation services
Tips on Practice (available in Chinese only)
 
怎樣搞 "the real thing"?

1970年代,可口可樂全球大力宣傳,推出了一句口號:"It's the real thing, COKE.",証明大為奏效,在西方社會為人民受落,銷路急升。

當時香港廣告公關行業剛起飛,高手如雲,第一代宗師霑後來分析戰情指出:"the real thing"的關鍵是(1)當時嬉皮士文化風起雲湧,年青一輩追尋生命的真諦,表達反叛、空虛、迷惘;(2)百事可樂崛起,向老大哥可口可樂步步進迫,它沒有可口可樂的「權威」氣勢與悠久口碑歷史,卻推出大瓶裝、家庭裝等行銷策略,一時戰情濃烈,於是可口可樂高調聲明:我才是真的、正版貨。

不過正如黃霑分析,以上第(1)義,當年香港人追求的生命價值是將來做何鴻燊、李小龍,所以講甚麼「真?」不會得到共鳴(不可以說「飲可口可樂保証發達」嘛);至於第(2)義,當年百事可樂在港未成威脅,所以本地消費者不會想到甚麼真真假假,誰是老大哥正貨。(註) 於是終於譯成了「認真好嘢!可口可樂最好。」市場成績証明,此經典翻譯任務完成使命,促銷效果可觀。

即使就修辭角度而論,"it's the real thing"原為美國流行俗話,其土氣市井味不易匹配。「認真好嘢?」的確傳神,匹配此感覺,在民間的普及程度不相伯仲。認真嘢。

註:黃霑〈廣告翻譯,蓄意叛逆〉,輯入劉靖之編《翻譯論業一九八六》,香港:商務印書館,1986。

Anni logo
American Translations Association
Corporate Member of
American Translators Association
ATA Corporate Member Number 232782
Translators Association of China
First Corporate Member
in Hong Kong of
Translators Association of China
We have done our best to ensure the tips posted here are correct and reliable. However, most of them are reflections of translators' experience and should not be construed as professional advice. By clicking into any tip, you fully understand and accept the above statements and agree to absolve us of liability (if any) for any losses which may be incurred by you as a result of any incorrect information contained in such tips.