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Countries sell themselves

各国形象宣传片大比拼

中文 英文 双语 2011-01-30    来源: 21st      阅读数:147663
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导读:中国国家形象宣传片(China’s promotional video)在纽约播出引发世界关注。除中国外,德国、澳大利亚等国家也曾推出过此类宣传片,有比较才知好坏,这些国家的宣传片做得如何,有什么值得借鉴的吗?
放大这张图片
国家形象宣传片
Internet

国家形象宣传片

China’s promotional video on billboard-size screens in New York City’s Times Square grabbed the attention of passers-by. The 60-second video, and the electronic display with its vibrant red background aimed to promote better understanding of China.
中国国家形象宣传片在纽约时代广场大屏幕播放,吸引了众多路人的关注。这则长达60秒的宣传片以中国红为主色调,旨在促进世界更深入地了解中国。

Any national promotion is supposed to reflect the country’s culture, taste and special characters in a condensed form. The following three national campaigns aim to do just that.
每个国家的形象宣传片,都希望能够反映本国文化、品味以及浓缩的特色。下面三个国家宣传片正是如此。

Experience China
感受中国

The promotional video Experience China is an effort to exert “soft power” through culture and lifestyle.
中国国家形象宣传片《感受中国》通过文化和生活方式展现中国的“软实力”。

Xinhua News Agency called it a “public diplomacy campaign”.
新华社称之为公共外交活动。

Massive images flashed on six screens on two sides of a building framed in China’s traditional red color.
以“中国红”为主色调的宣传片在大楼两侧的六块电子显示屏上同时播放。

The ad campaign features a wide range of Chinese people–including celebrities such as Jackie Chan, the martial-arts movie star, Yao Ming, the basketball player, astronaut Yang Liwei, pianist Lang Lang and lots of ordinary, smiling Chinese.
宣传片展示了中国各行各业的代表,除了功夫电影明星成龙、篮球运动员姚明、宇航员杨利伟、钢琴家郎朗等名人之外,还有许多面带微笑的普通百姓。

According to Xinhua, China is hoping the video will help raise its image as a prosperous, developing, democratic and progressive nation. But some foreign media and experts have noted that the display does not reflect all sides of Chinese society.
据新华社报道,中国希望通过该宣传片提升国家形象,展现一个繁荣发展,民主进步的中国。但是一些国外媒体和专家认为,该宣传片没有展示出中国社会的全貌。

And for a country with 1.3 billion people, 56 ethnic groups, and a history which stretches back 5,000 years, it’s too difficult to express what China is in just 60 seconds.
要在六十秒时间里,展现一个拥有56个民族13亿人口五千年历史的国家的确很难。

Germany’s tongue-painting ad posters
德国宣传片——舌头画国旗

Germany has long had issues with multiculturalism, immigration, and assimilation.
德国一直面临着文化多元化、移民、同化三大问题。

A few months ago German Chancellor Angela Merkel declared multiculturalism in Germany a “failure”, saying immigrants needed to do more to integrate.
几个月前,德国总理安吉拉•默克尔宣布,德国文化多元化彻底“失败”,外国移民需要更加努力以融入德国社会。

An ad campaign was rolled out to encourage immigrants to learn German.
德国推出形象宣传片,鼓励外来移民学习德语。在宣传片中,名人们伸出涂着黄黑红三色德国国旗的舌头。

“Out with language, in with life” or “speak out, get into life” are the rough translations of the slogan.
宣传口号大致可以翻译成“学习德语,融入生活”或者“大声说德语,融入新生活”。

However, the message sometimes becomes garbled.
然而,吐舌的形象有时被误解了。

Michael Paulwitz, a German Jewish writer, has claimed that sticking out your tongue represents malice and contempt in Jewish culture.
德国犹太作家迈克尔•鲍维斯说,在犹太文化中吐舌头带有怨恨与蔑视之意。

Australia’s “Where the bloody hell are you?” ad campaign
澳大利亚形象宣传片——“该死的,你在哪儿?”

Tourism Australia has created an “in-your-face” challenge to come and sample the unique “down under” experience.
澳大利亚旅游宣传片不仅为未来树立了一个胆大妄为的挑战,同时也提供了澳大利亚特有风情体验的样本。

The campaign focuses on the question, “Where the bloody hell are you?”, using a classic piece of Australian slang in the hope of attracting foreigners.
为了吸引外国人,该宣传片运用了澳大利亚一句经典的俚语“该死的,你在哪儿”。

In the video, the camera changes from place to place, including Sydney Harbor, featuring the Sydney Opera House, the beach and the aboriginal tribes. In each scene amateur actors greet the audience. The campaign attempts to harness the value of iconic Australian places by displaying them as compelling experiences.
宣传片取景自各个地方,包括悉尼海港、悉尼歌剧院、海滩、土著部落。每一个场景都有业余演员向观众问好。宣传片希望通过把澳大利亚各标志性景点表现成激发游客兴趣的体验,来实现其价值。

And the irreverent phrase “Where the bloody hell are you?” communicates something of the boisterous nature of Australian culture.It also challenges viewers to visit down under. The only problem is that the phrase is said so quickly that many overseas viewers won’t even realize that they’ve been sworn at.
那句不逊的“该死的,你在哪儿”,不仅表现出了澳大利亚文化中狂野的本性,同时也激发了观众去澳大利亚旅游的兴趣。唯一的问题是,那句口号说得太快,以至于不少外国观众还没意识到自己被骂了。

21英语网站版权说明  (Translator & Editor: 21 英语 信宇&Amanda AND Christine)


辞海拾贝
exert发挥,运用 irreverent不尊敬的
garble混淆,曲解 malice恶意
amateur actor业余演员 harness利用
boisterous粗鲁的,喧闹的 



 


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