研成创意设计机构长期合作伙伴

 文档翻译案例     |      2007-10-31 21:41:38

研成创意设计有限公司创建于1992年,是中国第一家集品牌投资,营销模式设计,项目设计,产品营销,运营的专业顾问机构。成立以来为众多国内外企业提供了不可替代的专业策划服务。研成之所以能够在激烈的行业竞争中脱颖而出,是因为研成拥有自己独特的策划思想和企业文化。

自2004年以来,我公司长期为研成提供翻译服务,包含旗下品牌:贵辣,彩云红等品牌的产品资料、广告创意、专题片市场、技术资料进行翻译。

摘抄部分译文如下:


茉莉花茶:千年厮守香伴一生 

Jasmine Tea: Millennium Companion with Life-long Fragrance   

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盛夏的7月,《第一财经日报》出现了这抹翠绿:婷婷玉立的女子,静逸而美丽,陪伴她的,是更显高贵的茉莉仙女。一句喝茉莉花茶的女人,美,告诉人们:这是一则茉莉花茶广告。

In July, the height of summer, China Business News released a brush of jade green: a graceful, peaceful and beautiful lady companied by an even nobler “Jasmine Fairy Maiden” with a line saying “A woman drinking jasmine tea must be: pretty”, which conveyed a message: it was an advertisement for jasmine tea.

茉莉花茶这个茶叶品种,在中国已有千年历史,曾在元代风靡一时,被冠以花茶之王的美誉。但在最近上百年时间里,它如同被煮进了一壶温水中,不热不凉,像一个落寞的贵族。

There has been a Thousands of years history history for the tea species of jasmine tea, which become all the rage in the dynasty of Yuan and which was crowned with the good reputation as “King of scented tea” then. However, for the past century, it seemed that it was just boiled in a pot of warm water, neither hot nor cold, which just liked a lonely noble.

【同期声】研成控股董事局主席 研成

[Corresponding period sound]    

Chairman of the Board of Yancheng Holding Group    

Yao Yancheng

0020它这款茶叶本质的东西,高价值的东西,就是高文化价值的东西,给人们心里带来很好的一种东西,慢慢被人们给忽略掉了。

00:20 The nature and high value of this specie of tea is able to carry beautiful thing to human beingsThat is the high-cultural value which, however, has gradually been neglected.

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 目前市场上,与茉莉花相关的食品类产品就有上百种,但价格最低廉的,还是茉莉花茶:扔下50块钱,老板让你拎两斤回家。而这次,想带走茉莉仙女,必须付出1573元,茉莉花茶为何如此高调回归?

At present on the market, there are more than 100 jasmine-related food products; however, the cheapest one is still the jasmine tea: you can buy 1kg jasmine tea for only 50 Yuan. However, this time, if you want to take “Jasmine Fairy Maiden” home, you have to pay 1,573 Yuan; why jasmine tea comes back with such a high-sounding gesture this time? 

【同期声】研成控股董事局主席 姚研成

[Corresponding period sound]    

Chairman of the Board of Yancheng Holding Institute   

Yao Yancheng

0140经过长时间的研究,长时间的开发以后,发现这款茶叶的品质价值非常好,它不但在中国可以做好,这款茶,可以在中国茶叶的种类里边做一个比较好的代表,它可以走得更远。

01:40 After a long-term study, we has found that the quality value of this species of tea is very high, which can not only be made very well in China but also can go further in the international market. 

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姚研成说,做这款茶只有一个想法:用最好的花和最好的茶,做出世界上最好 的一款茉莉花茶。1573,只是一个有形的定价,这款茶叶,在文化上,在历史上,在包装的创意上,还有很多无法用价格考量的内涵,为了让这些回归,在过去五年,投资1000多万美元打造这款产品。

Yao Yancheng said that, there is only one thought to make this species of tea: to make the best jasmine tea in the world. 1,573 is only just a visible pricing; however, for this species of tea, there are still many connotations unable to be calculated by pricesuch as in the aspects of culture, history and packing creativity; to resume these valuable elements, in the past five years, more than 10 million USD has been invested to develop this product.

【同期声】研城控股董事局 姚研成

[Corresponding period sound]   

Chairman of the Board of Yancheng Holding Institute   

Yao Yancheng

5300我们希望它是品牌的做到第一, 这个第一的含量,就是它的美誉度是第一,它的销售额是第一,它的利润率是第一,它的市场的占有率也是第一。

53:00 We hope that the brand can rank first in the world: first for fine reputation, first for sales volume, first for profit rate, and first for market share.

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朝着这个目标,研成团队踏上了一条执着的追寻之路。他们爬过越南西贡的高山、去过花香横溢的印度寺庙、参加过广西横县的茉莉花节……

Towards this goal, the Yancheng team has marched on a road of persistent pursuit: they had climbed the high mountain in Saigon of Vietnam; they had been to Indian temples with flower fragrance surrounded; they had attended the Jasmine Festival in Hengxian of Guangxi province…… 

终于在福建海边的一个半岛上,找到了这片四季沐浴在水雾缭绕之中的茶园。多次考证,这片几百亩的茶园正是千年前福建人做茉莉花茶的茶叶主产区,这里茶叶的叶片细胞结构均匀、纤维富有弹性,特别适合吸纳花香,做出来的茉莉花茶也因此成为为数不多的上品。但是近百年来,由于茉莉花茶的没落,这里的茶已经不再用于制作茉莉花茶了……

At last, on a costal peninsula in Fujian, they found this land of tea garden, which is basked in water mist throughout the whole year. After many times’ textual researches, It is found out that this several hundred acres of garden is exactly the main tea production area for Fujian people to make jasmine tea in a thousand years ago: the tea’s leaf cell structure is evenly distributed and its fiber is elastic, both of which are fit to absorb flower fragrance and, therefore, these jasmine tea is the rare top grade product. However, for the past century, because of the wane of jasmine tea, the tea here has not been used to produce jasmine tea any more……

在找茶的同时,科研 人员也在跋山涉水地找花。

The scientific research personnel also made an arduous journey to look for flowers meanwhile when they looked for tea.

一年后,终于在距离茶园350公里的一个偏远山区找到了这片茉莉花园。一千多年前,茉莉花从波斯国漂洋过海,就是在中国的这片土地上盛开的。如今,这里产出来的花,仍然是香气最甜的。

One year later, they finally found this land of jasmine garden in a remote mountain area 350 kilometers away from the tea garden. One thousand years ago, jasmine sailed across the ocean from Persia to China and it flourished exactly on this land. Right now, the flowers bloomed here still bear the sweetest fragrance.

茶和花都有了,可是另一个残酷的事实却无情地摆在了眼前:

Right now, when the best tea and best flower have already been prepared, another cruel fact rises ruthlessly:

茶叶在四月份采摘,而花要在八月盛开,茶成熟了,花连骨朵都没有。所有的努力就这样白费了吗?

The tea is picked in April, but the flower blooms in August: when the tea ripens, the flower does not even have a bud. Then should all the efforts be wasted like this?

查古书、找资料、访专家……在大家日以继夜 地努力下,终于吃下了定心丸:在古代,茶叶就是要等上四个月才能见到花的!只是,等待要付出巨大的 代价:不是每一片叶子都能等到最后,留下来的一定是最坚韧、最优秀、不到总量十分之一的叶片!

Consult the ancient books, look for information, and visit the experts…after the efforts from dawn till dark, they finally reassured: in the ancient time, the tea should have to wait for 4 months for the flowers; however, it cost too much for waiting: not each leaf could stand up to wait at the end and the left ones must have been the toughest and best ones, which were not more than one tenth of the total.

   四个月后,这片花园,一树树茉莉含苞欲放。

Four month later, in this garden, the jasmine trees covered with buds are going to bloom.

【同期声】茶农

[Corresponding period sound]    Tea grower

在太阳最强、温度最高的时候,等到它含苞的最后时刻摘取下来,只有这样在制茶的过程中才能自然开放,吐出最饱满、浓郁的花香。

Only under the strongest sunshine and the highest temperature can the flower in bud at the last moment for blossom be picked off; only under this condition can the flower naturally bloom during the process of tea making and then the fullest and thickest flower fragrance can be released.

【正文】

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花来了,细心保存的茶,被制茶专家请了出来,用古法开始制作:一层茶叶被均匀铺开,上面覆盖上一层新摘的花骨朵,然后,再在上面铺一层茶,再撒一层花……层层叠叠,直到相互交融一两百层。

When the flower comes and the carefully-reserved tea is taken out by the expert for tea making, the ancient tea-making process is applied: evenly spread out a layer of tea leafs with a layer of newly-picked flower buds covered upon, and then evenly spread out another layer of tea leafs upon the flower layer also with a layer of flowers covered upon…Until interacted with one or two hundred layers are blended together.

当夜,在恒温、恒湿的环境中,所有的茉莉花苞会在茶的怀抱中怒放,茶叶尽情吸收着花香。四天之后,茉莉花被分离出来,茶叶则重新风干等待下一次与新鲜花朵的交融。这样的过程,反反复复,八次之后,茶承载着茉莉的香气获得新生。这个过程也叫做窨(yin四声)花。

On the same night, under the constant temperature and humidity environment, all jasmine buds will open in full blossom in the hug of tea, which will fully absorb the flower fragrance. Four days later, the jasmine flowers will be separated and the tea leafs will be air-dried again for next blending with fresh flowers. Such a process will be carried about repeatedly up to 8 times and then the tea loaded with the jasmine fragrance will get a new-born life. And the process is also called as flower scenting (yin, the fourth tones of Chinese characters).

从一月到八月,历经二百多天。早在千年之前的南宋,最高档的茉莉花茶就是这样做出来的。

From January to August, more than 200 days are gone through. In the Southern Song Dynasty, that is, one thousand years ago, the top-grade jasmine tea is made in this way.

【展示】音乐加冲泡茉莉花茶画面

[Display] Picture to brew jasmine tea with music played

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做好的茉莉花茶送到了百姓家,也送到了最挑剔的品茶专家手中。花香茶香融入水中,成为舌尖最诱惑的悸动,反馈回来的信息只有一个字:好!人们在品茶时,不仅在品味美丽的爱情,还在感受一种回望历史、跨越时空的交融。

When the ready-made jasmine tea is sent to the homes, it is sent to the most particular tea experts. When the flower and tea fragrance are blended in water, it becomes the most tempting throbbing for the taste bug and the feedback information can only be summarized as one word: excellent! When people are tasting tea, they are not only tasting the beautiful love but also experiencing a blending to retrospect history and span across time & space.

     这样一款茉莉花茶,应该为它绘制怎样一件完美的嫁衣呢?

   Such kind of jasmine tea, how to draw and make a perfect “bridal dress” for it?

【现场声】姚研成指导瓷瓶制作

[On-site sound] Yao Yancheng is guiding how to make the China bottle

   应该是这种感觉。。。。。。(大意)

It might feel like this….. (General idea)

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把一个想法变成现实,往往会遇到许多波折,茉莉仙女瓷瓶从设计到模具制作,从打样到打版,经历了漫长的三年。

More often than not, it will meet many setbacks when a concept is turned into reality. It took a long time up to 3 years to make the China bottle for the “Jasmine Fairy Maiden” from the design to the mould fabrication and from the proofing to the sample making.

 

【同期声】研成控股董事局主席 姚研成

[Corresponding period sound]   

Chairman of the Board of Yancheng Holding Institute   

Yao Yancheng

3010这是一种很柔美的,很柔美的帽子,东方人很聪明,对不对,这设计你看,这样抱着肯定很笨拙的,但是让全世界人知道,这很聪明的中国人,这是一个扳手,很聪明 拿这里一扳手卡这里花看这里,打开了 。

30:00 This is a kind of very mellow hat; the oriental are very smart, right? Please look at this design; if you hold it like this, it should be clumsy; however, to make people around the world know that Chinese are very intelligent, please look at the handle, which is very smart: hold the handle and the hand will be stuck here and look at here, “Bang” it is opened. 

【正文】

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茉莉仙女的定型经历了60多次打版,高、矮、肥、瘦,雅、韵、神、态,都经过了最苛刻的挑剔。2位模具师、3位洗水师、12位上色师再加上4窑烤师,紧密配合,工作21天才能做出一个样品。

The shape-making for the “Jasmine Fairy Maiden” has gone through more than 60 times for sample making: all the aspects of height, shortness, fatness, thinness, elegance, rhythm, demeanor and gesture have suffered from the most demanding choosiness. A 21 days’ tight and close cooperation among 2 die makers, 3 washing water experts, 12 coloring experts and 4 warming up experts can only make one sample.

【同期声】工艺美术大师 谢华

[Corresponding period sound]  

Arts and crafts mater 

Xie Hua

  这个茉莉花罐 它的工艺是很复杂的 我们的雕花师傅 ,对茉莉花的认识和感情 都是不一样的,所以做出来的每一朵茉莉花 都是有它的独特性 我们出产的茉莉花罐 每一个都是不一样的 也是独一无二的 。(大意)

The process for this jasmine tea bottle is rather complicated. Our carving masters have different knowledge and emotion towards the jasmine tea; therefore, each jasmine flower has its specialty and all of our jasmine tea bottles are different from each other, which, actually, are unique. (General idea)

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从茶等花,到茶与花融为一体,这款茶叶从它一出生就注定和一个词紧密相联:爱情。姚研成将做好的第一款茶命名为:茉莉仙女,献给天下有情人。

From the blossom to the tea, till the combination of tea and flower,, this species of tea is doomed to be tightly connected with one word: love. Yao Yancheng has named the first type of tea as: “Jasmine Fairy Maiden” to devote to the people in love.

【同期声】研成控股机构董事局主席 姚研成

[Corresponding period sound]    

Chairman of the Board of Yancheng Holding Institute   

Yao Yancheng

5530简直就是一个男人 用他长长的双臂 轻轻的搂着 自己心爱的女人 保护着她 把她搂在自己的胸前,那种温柔的体贴的感觉,我要一生一世的爱你 我要伴你终生的那种感觉。

55:30 It is simply just like a man who gently hugs his beloved woman with his long arms to protect her: the gentle and loving feeling to hug her in front of his chest and the feeling that I am eager to love you forever and I want to stay with you forever.

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包装上,将这纯洁的爱情注解为:世事喧嚣浮华,那一缕清香牵引我灵魂回家,遇见你,于是明白,这一生,只为等你而来。一下子吸引了很多人,咨询合作和订货的电话不断,还有人被她的外形吸引,希望购买一个美丽的瓶子。研成控股机构总裁谢伟说,十个人看到后,十个人说喜欢,这就是她们前期努力开发这款产品的目的,好产品就是要配上一款可以永远传承下去的包装,让它成为人们生活中的一个符号。

On the packing, the pure love is interpreted as: “the affairs of human life are noisy and showy; it is the stream of fragrance that takes my soul home; the moment I saw you I have understood that my whole life is to wait for you.” The interpretation attracted many people at once: the calls for cooperation enquiry and placing order never stopped; some even were attracted by its appearance and hoped to buy a beautiful bottle. Xie Wei, CEO of Yancheng Holding Institute, said, every one liked it when they had seen it, which was the first goal for them to develop this product:  excellent product should be matched with an eternally inheritable packing to become a symbol for people’s life.

【同期声】研成控股总裁 谢伟

[Corresponding period sound]   

CEO of the Board of Yancheng Holding Institute   

Xie Wei

为了打造好这款世界级的产品 研成公司在前期投入了巨额的研发费用 以保证我们产品的安全性和我们的市场可行性 使我们的产品做到极致 让我们的产品走的更好,走的更远。

To develop this world-class product, Yancheng Company has spent huge research and development costs in the initial stage of product development to make sure the safety and market feasibility of our product, to perfect our product and to make our product go better & further.

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谢伟说,如果说这款产品在传达爱的话,她认为最准确的定位应该是宠爱宠爱,是不求回报的爱,是一个人对另一个人最极致的爱。

Xie Wei said, if this product was to deliver love, then the exact positioning of it she thought might be “cosset”. “Cosset” is unconditional lov