Competitive Edge over Low Pricing Towels : : Branding of Imabari Towel Japan (Part 1)

When you google “Imabari”, you will probably find out that the most outstanding recalls about Imabari-shi are shipbuilding and towel manufacturing. These industries became recognized simply because of its geography. Imabari-shi is located at the Seto Inland Sea of Japan, where maritime culture is implanted into the daily life from the beginning of modernism. Naturally, Imabari-shi has developed its maritime connection from shipbuilding to trade port.

Areas around Osaka and Nagoya are better in growing cotton, but the quality is the best. Basically, during Meiji Restoration (1868-1912), cotton is tended to be imported. With a longer history of cotton growing, Osaka is the largest centre of weaving industrial. Continue reading →

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Drezier Communications wins Muse Creative Awards Platinum winner with the entry “Still the Planet Matters”

After weeks of deliberation by the dedicated Grand Jury Panel, the Muse Creative Awards has at last announced the winners of the 2017 Muse Creative Awards!

[Announcement on March 22, 2017] Muse creative awards | Platinum winner 2017 | Business Card category | Still the Planet Matters of Drezier Communications [Design, Branding, Craftsmanship]

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One Platinum Award in Marketing, Branding & Design

Muse Creative Awards proudly announces “Still the Planet Matters” has won a Platinum recognition in the 2017 Muse Creative Awards competition. The winning work was created by Alan TF So for ourselves. With over 1,500 submissions from 35 countries worldwide, this is truly a great honour. Continue reading →

以中國語境翻譯 Chic

年前,為一個中國大陸女裝鞋品牌,撰寫品牌故事。(註:品牌故事乃品牌介紹,中國大陸品牌喜愛以故事形式敘述創立品牌過程,從而獲得信任。新品牌那有多麼的故事?你懂的。)中國沒有久遠的 fashion culture 或現代人民文化,很多時間,表達現代文明與文化的文字是多麼匱乏,應用英語等外語傳達,實屬必然。

那個品牌,她們想傳達法國品牌的感覺。最直接便是多用法語,或源於法語而有 adaptation 的英語,或直接吸納法語的英語。歷時一個月的多番改進建議,「Chic」(法語;讀音為 sheek)是經常採用的詞彙,來表高雅時尚。問題來了,中國大陸內必須要單獨使用中文,外語被排擠的。一個非常困難的翻譯在前,比撰寫品牌故事更甚,不要跟我說用「時尚(髦)」或「品位(味)」便是。

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以下先竹舉一個經典例子,然後再披露解難:

《清平調詞三首》李白

  雲想衣裳花想容, 春風拂檻露華濃
  若非群玉山頭見, 會向瑤台月下逢。
  一枝紅艷露凝香, 雲雨巫山枉斷腸。
  借問漢宮誰得似? 可憐飛燕倚新妝。
  名花傾國兩相歡, 長得君王帶笑看。
  解釋春風無限恨, 沉香亭北倚闌干。

這首李白的唐詩便是美國化妝品牌 Revlon 的中文譯名的出處。

是誰的翻譯傑作?香港廣告始祖黃霑先生也。

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回說這題,無論「時尚(髦)」或「品位(味)」或「高雅」等等… 的翻譯都不到「到位」。語言反映文化,法國潮流在世界獨領風騷,法語中形容「時尚」的詞彙特別豐富,包括 Chic, du Jour, au Courant, Vogue, Chi-chi, a la Mode… 而法語語境中,chic 是全世界獨一無二的的詞彙概念。

著名美國作家 Anne Barone 專注研究法國女生生活多年,出版過《Chic & Slim》、《Chic & Slim Toujours》、《Chic & Slim Encore》及《Chic & Slim Connoisseur》等著作,有很多很多對 chic 的闡述。這些這些使我更相信不能用一組兩字詞彙,可以直譯 chic。

費盡心力,我將之譯為「法式範兒」!

「法式」即「French」。
「式」的普通話的讀音為 shi,發音與法語「chic」相似。
範兒」,就是有風度,風範風采派頭的意思。最後面加上這個最有特色的北京方言的名詞,既發音非常短速,又富中國語境。

Chic 讀音為 sheek,「法式範兒」全組譯詞的發音為 fa-shi-fan-er。可以說,「法式範兒」是最傳神的獨到詮釋,既描述法國女生的獨有風範、氣質及魅力等,也包含中國語境對炙手可熱的潮流寵兒的贊嘆!

總結,「chic」應譯為「法式範兒」!