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又一则广告
Thread poster: Zhoudan
Zhoudan  Identity Verified
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Jun 2, 2011

这几天电视里天天在放这则广告:
http://v.youku.com/v_show/id_XMjY4NTg5MTg4.html

最后那句“如果你想知道什么是自由,就把凯迪拉克开上66号公路”,没啥感觉。主要问题是绝大多数中国人不知道66号公路在哪里,为什么那么特别,不会产生广告片原本想要的联想。估计这也是英文直接翻译过来的。

[Edited at 2011-06-02 04:39 GMT]


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ysun  Identity Verified
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U.S. Route 66 Jun 2, 2011

Route 66 - Feel the Freedom
http://www.route66licensing.com/

http://en.wikipedia.org/wiki/U.S._Route_66
U.S. Route 66 (also known as the Will Rogers Highway after the humorist, and colloquially known as the "Main Street of America" or the "Mother Road") was a highway within the U.S. Highway System. One of the original U.S. highways, Route 66 was established on November 11, 1926 -- with road signs erected the following year.[1] The highway, which became one of the most famous roads in America, originally ran from Chicago, Illinois, through Missouri, Kansas, Oklahoma, Texas, New Mexico, Arizona, and California, before ending at Los Angeles, covering a total of 2,448 miles (3,940 km).


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ysun  Identity Verified
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“如果你想知道什么是自由,就把凯迪拉克开上国道” Jun 2, 2011

当然,其前提是国道上别堵车。因此,也许可以改为:“如果你想知道什么是自由,就把凯迪拉克开上顺顺溜溜的国道。”


不知当初为什么给那条路取名为U.S. Route 66。难道美国人也讲究六六大顺? 



[Edited at 2011-06-02 07:27 GMT]


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wherestip  Identity Verified
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象征意义 Jun 2, 2011

ysun wrote:

Route 66 - Feel the Freedom
http://www.route66licensing.com/



That's a great video that provides a quick glimpse of Route 66 and its historical and cultural significance.


Here's a bit more text that perhaps adds to the narrative ...



http://www.theroadwanderer.net/route66.htm

Route 66 & the National Old Trails Highway

The story of Route 66 starts over a century earlier when a young country began to grow westward. The vast unexplored lands beyond the Mississippi River fired the imagination of the American people. The seemingly limitless resources beckoned to a nation on the move. The mountain men themselves, in an effort to leave the settled east behind, inadvertently opened up the unspoiled west to the westward expansion of a nation by their explorations. There were no established trails but the ones the mountain men blazed themselves as they followed the beaver along the traces left by the Native Americans.
These old trails, blazed by the mountain men, were generally all that existed for the immigrant wagon trains that followed shortly after. The trails were general courses, where wagons would spread out over a wide area, following a single track only where landforms forced them to.


Route 66 is the National Old Trails Highway. On November 11, 1926 Route 66 was born. It followed the old trails laid out by the early explorers and railroad. Route 66  became the twentieth century version of the Oregon Trail, the golden road to the promised land and has inspired our spirit ever since. John Steinbeck called it the Mother Road, and indeed it was. It provided hope to the farmers of the dust bowl era going west to find a new life. It served our country well during time of war. In optimistic post W.W.II America, Route 66 defined a generation looking for adventure and freedom on the open road. To understand the history of Route 66 is to understand a little bit about ourselves, where we came from and where we hope to go in the future.



BTW, I've actually never been on Route 66. :-\



[Edited at 2011-06-02 19:46 GMT]


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wherestip  Identity Verified
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我还没看到过 Jun 2, 2011

http://rwarn17588.wordpress.com/2011/06/01/cadillac-uses-route-66-to-market-to-chinese-market/

大概是一个专门 针对中国市场 而拍摄的广告。我看 美国这边大概是不会放的,主要太长,而且对美国消费者来说并没有特别的现实感召力。


[Edited at 2011-06-02 21:56 GMT]


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wherestip  Identity Verified
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Selling the American Dream to the Chinese Consumer Jun 2, 2011

Zhoudan wrote:

这几天电视里天天在放这则广告:
http://v.youku.com/v_show/id_XMjY4NTg5MTg4.html

最后那句“如果你想知道什么是自由,就把凯迪拉克开上66号公路”,没啥感觉。主要问题是绝大多数中国人不知道66号公路在哪里,为什么那么特别,不会产生广告片原本想要的联想。估计这也是英文直接翻译过来的。



非常同意。 广告没有给主要的目标对象(target audience) 提供足够的历史背景及文化背景,所以说效果不是很理想的。 也许得先放一下 Yueyin 提供的那段 视频才能使大多数人真正体会到 Route 66 究竟象征着什么 ...

纵观广告全体,追求、向往自由与美好 的主题还是相当突出的。但恰如 Zhoudan 所说,在 Route 66 上开车远行原要起到一种双关联想及画龙点睛的作用,中国大多观众不经解释 很可能是不易理解的。


[Edited at 2011-06-02 22:02 GMT]


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wherestip  Identity Verified
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"easy to remember as well as pleasant to say and hear" Jun 2, 2011

ysun wrote:

当然,其前提是国道上别堵车。因此,也许可以改为:“如果你想知道什么是自由,就把凯迪拉克开上顺顺溜溜的国道。”


不知当初为什么给那条路取名为U.S. Route 66。难道美国人也讲究六六大顺? 




Yueyin,

This is from the Wikipedia page you provided a link to above ...



Championed by Tulsa, Oklahoma businessman Cyrus Avery when the first talks about a national highway system began, U.S. 66 was first signed into law in 1927 as one of the original U.S. Highways, although it was not completely paved until 1938. Avery was adamant that the highway have a round number and had proposed number 60 to identify it. A controversy erupted over the number 60, largely from delegates from Kentucky which wanted a Virginia Beach–Los Angeles highway to be U.S. 60 and U.S. 62 between Chicago and Springfield, Missouri. Arguments and counter-arguments continued and the final conclusion was to have US 60 run between Virginia Beach, Virginia, and Springfield, Missouri, and the Chicago–L.A. route be U.S. 62.[7] Avery settled on "66" (which was unassigned) because he thought the double-digit number would be easy to remember as well as pleasant to say and hear.



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ysun  Identity Verified
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六六大顺 Jun 2, 2011

wherestip wrote:

Yueyin,

This is from the Wikipedia page you provided a link to above ...

Avery settled on "66" (which was unassigned) because he thought the double-digit number would be easy to remember as well as pleasant to say and hear.

Steve,

Thank you for answering my question. I didn't read the entire webpage since it's too long. It seems there is something in common between the east and the west.


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ysun  Identity Verified
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双关联想及画龙点睛 Jun 2, 2011

wherestip wrote:

纵观广告全体,追求、向往自由与美好的主题还是相当突出的。但恰如 Zhoudan 所说,在 Route 66 上开车这一细节原本是企图起到一种双关联想及画龙点睛的作用。中国大多观众不经解释很可能是不易理解的。

寓意太深刻,反而让人看不明白了。如果画龙点睛再点得清楚一些,“马列主义老太太”就要出来干预了。

不过我想,作为一则卖车的广告,只要说“如果你想知道什么是自由,就把凯迪拉克开上高速公路(或国道)”就可以了。至于究竟是哪条高速公路,对中国人而言,没必要说得那么具体。如果具体说明是66号公路,那倒反而是画蛇添足了。

现在,这则广告倒像是旅行社广告了。借用一下 Steve 提供的链接:

http://rwarn17588.wordpress.com/2011/06/01/cadillac-uses-route-66-to-market-to-chinese-market/
Don’t be surprised if this ad spurs new interest in Route 66 in China. A recent New Yorker magazine article took note that the Chinese are becoming a big force in world travel:

Last year, more than fifty-seven million Chinese people went abroad, ranking China third worldwide in international tourism. The World Tourism Organization predicts that before the end of the decade China will double that.




[Edited at 2011-06-02 17:35 GMT]


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wherestip  Identity Verified
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Wikipedia Pages Jun 2, 2011

ysun wrote:

wherestip wrote:

Yueyin,

This is from the Wikipedia page you provided a link to above ...

Avery settled on "66" (which was unassigned) because he thought the double-digit number would be easy to remember as well as pleasant to say and hear.

Steve,

Thank you for answering my question. I didn't read the entire webpage since it's too long. It seems there is something in common between the east and the west.


You're welcome, Yueyin.

Yes, I figured that. I do the same thing. Most of the time I only give the wiki pages a quick once-over prior to providing the links, and even then it is mainly to ensure that there's nothing obviously unsuitable content-wise.

ysun wrote,

寓意太深刻,反而让人看不明白了。如果画龙点睛再点得清楚一些,“马列主义老太太”就要出来干预了。



非常同意。 美国这些大资本企业可不是什么等闲的无能之辈,作出的这个广告令人心旷神怡,具有很大的吸引力. 有些话有时点得太明白可能有人反对,不过宣扬自由、幸福如今是无可指摘的。



不过我想,作为一则卖车的广告,只要说“如果你想知道什么是自由,就把凯迪拉克开上高速公路(或国道)”就可以了。至于究竟是哪条高速公路,对中国人而言,没必要说得那么具体。如果具体说明是66号公路,那倒反而是画蛇添足了。



对,本来意图是画龙点睛,但由于对 target audience 不了解,反而弄巧成拙,成了画蛇添足。The spirit of what Route 66 stands for is very likely totally lost as far as the target audience is concerned.


[Edited at 2011-06-03 01:41 GMT]


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ysun  Identity Verified
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本来就无可指摘嘛 Jun 2, 2011

wherestip wrote:

不过宣扬自由、幸福如今是无可指摘的。

回想我1985年第一次来美国出差前,整个出国组都必须接受整整三天的外事教育。教育内容中有一条就是不准去参观自由女神像。不知“马列主义老太太”当时是怎么想的。

据我所知,凡是我公司派往纽约的出国人员,没有一个是不违反这一条规定的。


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jyuan_us  Identity Verified
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问一个学术问题 Jun 2, 2011

周丹,你肯定选过研究生层次的语言学课程, 有一个问题,如果对不理想的广告进行研究,是属于语用学还是语义学研究?怎样着手?另外,语言学研究需要不需要LITERATURE REVIEW?我指的是正式的ORIGINAL研究论文。我原来的行业即公共卫生研究,论文的一定篇幅必须是LITERATURE REVIEW,而且要求引用一定数量的作者,否则,不管你的研究做得多好,也不算数。这种惯常做法背后的RATIONALE就是,如果你没引用别人的东西,你的研究或者会被认为是胡思乱想或凭空捏造,或者你的DATA和研究结果都会被认为没有任何意义, 因为它没有和前人的研究进行比较,也就谈不上对这个领域的贡献。我不知道做语言学研究是否有必须把研究课题和LITERATURE REVIEW结合起来的这个规定。希望得到你的指教。

[Edited at 2011-06-02 18:08 GMT]

[Edited at 2011-06-02 18:19 GMT]


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jyuan_us  Identity Verified
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我所在的法拉盛地区 Jun 2, 2011

外国机构在这里设立的STORE,例如银行等,原文的翻译几乎没有一句理想的,比如把“愿意为小企业提供贷款的银行”被翻译成了“小型商业贷款银行”,完全成了提供贷款的小型商业银行的意思。这样翻译,字面上完全对应,意思却差之千里。

[Edited at 2011-06-02 18:17 GMT]


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jyuan_us  Identity Verified
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做论文的难点 Jun 2, 2011

过去做论文时,感觉最难的部分就是文献综述部分,因为你得花很多时间亲自看很多书。调查研究部分虽然工作量也很大,但是你可以雇人去ADMINISTRATER问卷。数据分析也不难,遇到问题可以找懂统计的人帮忙。论文的实际写作也不难,写什么内容发挥的空间也挺大。唯独让人挠头的部分就是LITERATURE REVIEW。你要找到和你的命题相关的文章,而且需要“辗转反侧”地把别人的观点和你自己的发现套在一起。

这个可太难太难了。简直难死个人。


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pkchan  Identity Verified
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Route 66 Jun 3, 2011

http://www.youtube.com/watch?v=dCYApJtsyd0
http://www.youtube.com/watch?v=tg2EbJy-9dc&feature=related
http://www.youtube.com/watch?v=UyhkBg8wOBo&feature=related
http://www.youtube.com/watch?v=NrNzqc1ZMRo

If you ever plan to motor west,
Travel my way, take the highway that is best.
Get your kicks on route sixty-six.

It winds from chicago to la,
More than two thousand miles all the way.
Get your kicks on route sixty-six.

Now you go through saint looey
Joplin, missouri,
And oklahoma city is mighty pretty.
You see amarillo,
Gallup, new mexico,
Flagstaff, arizona.
Don't forget winona,
Kingman, barstow, san bernandino.

Won't you get hip to this timely tip:
When you make that california trip
Get your kicks on route sixty-six.

Solo

Won't you get hip to this timely tip:
When you make that california trip
Get your kicks on route sixty-six.
Get your kicks on route sixty-six.
Get your kicks on route sixty-six.


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