唐唐小编：
创译，不仅仅是直接翻译或文本的本地化，创译者会专注于把握住原文想要表达的劝说或情感功能，在翻译时考虑到本地传统和方言，以改写源语言让其适合外国受众的阅读需求，这类创译翻译通常是用于营销和宣传资料的翻译。因为创译是一个新兴的服务，以前更多的是包括在广告公司的文案工作中，所以在翻译公司的业务中没有得到充分的重视，客户往往没有意识到他们委托的是一个创译工作，需要特殊的创译工作的流程，而如果按照普通的翻译工作流程来处理，往往效果不如人意。
关于创译的语录
创译就是对市场宣传材料和其他创意文稿（如书籍和剧本）进行有效的翻译加工。这是一项很微妙的工作，绝不仅仅是简单地将文字进行语种转换，而是确保译后文稿的各个要素（如风格、俗语、语气、类比等）都是为目标受众特别量身定做的。
Effectively translating marketing material and other
creative texts,such as books and screenplays,is a tricky business.
It’s about much more than converting words from one language to
another-it’s about ensuing that all the different elements that
make up a text (the style,tone,idioms and analogies to name just a
few) are accurately tailored to the target audience.
简言之，译后文稿必须让读者感觉到这就完全是用他们的母语原创的，他们的感受和原稿给到源语言市场的读者的感受应该是相同的。这个远比翻译复杂得多的加工过程，我们称之为“创译“。
In short, the finished text should read as if it were
originally written in the reader’s own mother tongue, and give them
the exact same experience as the source text gave to readers in the
original language.This process is far more complex than
translation—it’s what we call transcreation.
创译的译者必须精通原稿的源语言，同时又是目标语言的母语人士。他们深谙两种语言所在的文化，同时也是一个熟练的写作好手。具备了这样的条件，他们才可以不被原稿所牵制，游刃有余地用母语进行必要的再创作。
Someone who can transcreate copy must have a sound
knowledge of the source language,and be a mother tongue speaker of
the target language.They must have an in-depth understanding of the
two cultures involved,and be an accomplished writer.This gives them
the confidence to move away from the original text when
necessary,without changing words and ideas simply for the sake of
change.
翻译是一种理解他人的母语的能力，而创译是一种用自己的母语进行写作的能力。
Translation is about the ability to understand someone
else’s language.
Translation is about the ability to write in your
own.
在柏林或曼谷的消费者并不关心你的广告文稿原来用英文是怎么写的。你要争取让你的广告用当地的语言写出来可以吸引当地的用户。
A consumer who sees your ad in Berlin or Bangkok doesn’t
care that it was originally written inEnglish. It is competing for
attention with ads that were written in the local
language.
A transcreation will compete for this attention on equal
terms. A translation almost certainly won’t.
客户往往会这么说：“我们这个译稿不需要用撰稿人来做，它的原稿就是撰稿人写的。你们只要翻译成一样的意思就可以了“。
”翻译这个宣传语怎么这么贵，才三个字
“
！
他们没有意识到原稿越是具有创意，在翻译成目标语言在目标市场投放的时候也就越需要创意。
“We don’t need it done by a copywriter: it was done by a
copywriter in English, we just need it translated so it says the
same thing.”
“How can this tagline cost more than an email? It’s only
three words.”
These are genuine quotes from clients who wanted
foreign-language advertising.
What they didn’t realize was that the more creativity went
into the original, the more creativity it can take to make it work
in other languages.
Hopefully if they read this book, they’ll realize
why.
“如果你和一个人用一种他能懂的非母语交谈，谈话内容会记在他的脑子里。如果你用他的母语交谈，他会将之记在心里。“---Nelson
Mandela
“If you talk to a man in a language he understands, that
goes to his head.
If you talk to him in his language, that goes to his
heart.”
Nelson Mandela
“翻译就像一位女性，如果它是漂亮的，那它就不忠实（于原文）；如果它是忠实（于原文）的，那它就肯定不漂亮。”---Yevgeny
Yevtushenko
“Translation is like a woman ... If it is beautiful, it is
not faithful. If it is faithful, it is most certainly not
beautiful.”
Yevgeny Yevtushenko
想要融合到另一种文化中，你需要得到那个文化中的专业人士的帮助！
It is hard to know what is normal in other
cultures.
In World War ll, one American spy was caught by the
Germans simply because of the way he held his knife and fork while
eating.
That whole James Bond thing where the KGB can’t tell he’s
not Russian is entertaining, but implausible.
To blend into another culture, you need someone from that
culture to help you.
And that goes for marketing messages as much as
international espionage.
翻译100个字的广告英到日的价格是25欧元，创译的价格是200欧元，而在日本顶级报纸上投放一页广告的价格却达到100,000欧元。
那么，你认为为了节约175欧元而浪费100,000欧元值得吗？
Cost of translating a 100-word press ad from English into
Japanese: around £25
Cost of transcreating a 100-word press ad from English
into Japanese: up to £200
Ratecard for a single-page ad in a leading Japanese paper:
£100,000
Is it worth wasting £100,000 to save around
£175?
相同的含义，不同的用词-----这就是创译！
Since 1969, BMW has used the tagline“Freude am Fahren” in
Germany. The English translation of this is “Pleasure in
driving”.
Would that be as effective as “The Ultimate Driving
Machine”?
Same idea, different words - this is what transcreation is
all about.
创译者是一群创作人，但差劲的原稿有时却给这些创作穿上了紧身衣！
When creating a global ad concept, the linguistic
associations that underpin it also need to be
considered.
For example, a device with an exceptionally large memory
might be compared to an elephant, because in the English-speaking
world, elephants famously “never forget”.
Equivalent comparisons probably exist in most markets. But
pair the reference with an elephant visual, and it will provoke
head-scratching in countries where there is no proverbial link
between elephants and memory.
Transcreators are creative people .But poorly
thought-
our source copy risks putting this creativity in a strait
jacket.
About Mother Tongue
Mother Tongue was set up in 1990 to meet the foreign-copy
needs of the advertising and marketing worlds.
We make brand communications work across global markets by
harnessing creativity, cultural sensitivity and a passion for
language.
Realizing that straight translation was often not the best
option, we have evolved our services to offer our clients the most
viable language solutions available.
This now includes not just copy transcreation, but also a
full range of production services, including typesetting,
subtitling, voice-over recording and digital,
press and TV versioning.
创译的案例
案例一：
Coca-cola在1928年正式进入中国市场的时候选用了这样一个中文名字：可口可乐。
这个中文名的发音和原英文的发音非常相近，同时又蕴含了“好喝和快乐“的品牌内涵，这是一个非常成功的创译案例。
When Chinese shops first imported Coca-Cola in the 1920s,
they wrote the name in Chinese characters. Unlike our letters,
Chinese characters have both a meaning and a sound. The characters
pronounced “Coca-Cola” often had nonsensical meanings like “mare
stuffed with wax” or “bite the wax tadpole”.
So for its official Chinese launch in 1928, the brand
chose a different name:
可口可乐 (in original traditional form)The pronunciation
was only slightly different (“Kokou- Kolay”),and it meant “a
pleasure in the mouth”. It is a transcreation that is almost as
successful as the brand behind it.
案例二：
和英国不一样，北爱尔兰的天主教和基督教的教派分歧很深。1690年基督教徒奥兰治亲王威廉(William
of Orange)打败了天主教军队。自此在北爱尔兰“Orange”
成了基督教的代名词。
因此，英国的电信商Mobile Network Orange的宣传语“The
future’s bright, the future’s Orange”
在英国本土非常成功，而在北爱尔兰的天主教信徒中就不受待见了。
People may share a language, but be divided by cultural
factors that stop communications from working. For example,
Northern Ireland has a strong sectarian divide between Catholics
and Protestants that does not exist elsewhere in the UK. In 1690,
Protestant King William of Orange defeated a Catholic
army.
Ever since,(orange) has been a symbol of
Protestantism.
Mobile network Orange had great success with the tagline
“The future’s bright, the future’s Orange” on the UK mainland, but
this would not have (gone down well with) the Catholic population
in Northern Ireland.
案例三：
营销宣传中通常的做法是广告语和广告标题都用英文写。但英文虽然是世界通用的语言，全球各地的人们的英文水平却参差不齐。比如电影名”
Date Night”
的含义对英语母语地区的人们再明确不过了，但调查发现法国人并不熟悉“Date”这个词的确切含义，所以在法国这个电影名被改成了“Crazy
Night“。
不管用什么语言，你需要了解你的目标受众。
It is a common marketing practice to leave slogans, titles
etc. in English.
But just because English is the global language, it
doesn’t mean people’s levels of English are the same around the
globe.
Even when a title is not translated, it may still need to
be transcreated.
Take the film “Date Night”. The
title seems simple enough-but research found that French people
aren’t familiar with the word “date” in the sense of a romantic
meeting.
The film was therefore retitled “Crazy Night”.
Whatever the language, you need to know your
audience.
案例四：
Debeers 1990年想在中国市场投放钻石广告，它的英文广告语”A
diamond is forever”
直译成中文（钻石是永久的）并不理想，其含义听起来突兀和模糊。最后这个广告语被创译成了“钻石恒久远，一颗永流传“，大致的意思是”钻石是永久的，它会代代相传“。这个中文广告语富有诗意，优雅而意味深长，受人喜爱，立刻在市场上取得了成功。
When De Beers wanted to advertise its diamonds in China in
the 1990s, a direct translation of the English line “A diamond is
forever” wouldn’t have worked in Mandarin. It would have sounded
abrupt and confusing, as it would have been understood as “A
diamond lasts forever” rather than “A diamond is something to keep
forever”.
The line was transcreated to“钻石恒久远，一颗永流传”，which
literally means “Diamond is forever, it will always be handed down
(to future generations)”. Poetic language is very popular in China,
and the line sounded like a quote from a beautiful poem, with an
elegant and sophisticated ring to it.The line became an instant
hit, and was remembered fondly for years afterwards.
案例五
Maybelline美宝莲的英文宣传语“Maybe
She’s born with it. Maybe it’s Maybelline”
非常成功，两个重复的用词”Maybe”和品牌名”Maybelline”
巧合，既传达了品牌的内涵，又让人印象深刻。在俄罗斯市场，这句话被创译成了英文对应意思为“Everybody’s
enchanted by you, you’re (enchanted) by
Maybelline.”的俄语广告语。省略了第二个“Enchanted”，
使整个广告语一下子变得引人注目，而且具有了多种理解的可能：You are enchanted by
Maybelline,
或者you’are created by Maybelline.
Maybelline’s tagline “Maybe She’s Born With It. Maybe It’s
Maybelline” works due to the repetition of the word “Maybe” and the
play on words with the brand name.
But in Russian, these two linguistic techniques didn’t
work, so a new approach was taken:
“всев
восторге от тебя，а
тьІ ОТ МЭЙБе^^ИН”.
This means “Everybody’s enchanted by you, you’re
[enchanted] by Maybelline”.
The omission of the second instance of “enchanted” makes
the line catchy, and allows for two interpretations:“You are
enchanted by Maybelline”, or more subtly,“You are created by
Maybelline”.
It’s the message of the English, but in a new, exciting
form.
案例六
不同语言的不同发音有时是一个问题，有时也是一个机遇。 2009年
PepsiCo发现25%的阿根廷人不能正确发出“ps”的音，他们会读成”Pecsi”.
PepisiCo利用了这点发音的特点，在当地创译了英文对应意思为whether
you say “Pepsi” or “Pecsi”, it still tastes better than
Coke.的西语广告语。结果品牌认知度在当地提升了
23%，
这是一个典型的跨国品牌和本土文化相结合的成功案例。
Different pronunciations in different languages can be a
problem - or an opportunity.
In 2009, PepsiCo found out that almost 25% of people in
Argentina could not pronounce the “ps” sound. They were calling the
drink
“Pecsi”.
Rather than fight this local idiosyncrasy, Pepsi chose to embrace
it.
It ran a campaign in which its familiar branding elements
were recreated using the phonetic spelling.
The message was, whether you say “Pepsi” or “Pecsi”, it
still tastes better than Coke.
As a result, brand recognition increased 23%. Proof of
what happens when multinational brands work with local
culture.
案例七
类比的手段在创译中也是需要谨慎应用的，在目标投放市场必须用当地用户熟悉和接受的事物来进行类比。
Walt Disney
在美国这样描述自己“half the size of Rhode Island”,
要看懂这个类比需要具备一定的美国地理知识，否则可能会丈二和尚摸不着头脑。
所以在日本这句话改成了英文对应意思为”half the size of Tokyo subway
system”
的日文宣传语，在英国则改为“the size of greater Manchester”.
这样一来，目标受众会感觉更相关，而宣传语也就因此更有效。
Analogies should be handled with care. What is common in
one country might be inappropriate or irrelevant in another. It is
therefore important to use analogies that your target market is
familiar with.Walt Disney is an excellent example of how this can
be done successfully.
In the US, the Walt Disney World Resort is described as
“half the size of Rhode Island”. But the analogy requires some
knowledge of US geography.
So in Japan, the park is said to be “the size of the Tokyo
subway system”, and in the UK,“the size of greater Manchester”.
This makes the audience feel more included - and the copy more
effective.
结语
创译的工作不仅包含文稿创译，还包括本地化的版面设计、字幕、配音以及数字化媒体、平面媒体和电视媒体广告的翻译和改写。
唐能翻译的创译工作流程:
首先跟客户沟通产品定位，宣传策略和企业形象定位；创作并提交创译的若干个方案；再经过沟通修改直至最终确认。概括性而言，翻译体现的是理解某种语言的能力，创译体现的则是在翻译的基础上用本土文化重新写作的能力。
今天我给学生讲错了一个选择题。在课堂上被胡水同学提出有误，我考虑了下，说的有道理，于是在下课之后火速查询了下。