研成創(chuàng)意設(shè)計機構(gòu)長期合作夥伴

 筆譯翻譯案例     |      2007-10-31 21:41:38

研成創(chuàng)意設(shè)計有限公司創(chuàng)建於1992年，是中國第一家集品牌投資，營銷模式設(shè)計，項目設(shè)計，產(chǎn)品營銷，運營的專業(yè)顧問機構(gòu)。成立以來為眾多國內(nèi)外企業(yè)提供了不可替代的專業(yè)策劃服務(wù)。研成之所以能夠在激烈的行業(yè)競爭中脫穎而出，是因為研成擁有自己獨特的策劃思想和企業(yè)文化。

自2004年以來，我公司長期為研成提供翻譯服務(wù)，包含旗下品牌：貴辣，彩雲(yún)紅等品牌的產(chǎn)品資料、廣告創(chuàng)意、專題片市場、技術(shù)資料進(jìn)行翻譯。

摘抄部分譯文如下：

茉莉花茶：千年廝守香伴一生 

Jasmine Tea: Millennium Companion with Life-long Fragrance   

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盛夏的7月，《第一財經(jīng)日報》出現(xiàn)了這抹翠綠：婷婷玉立的女子,靜逸而美麗，陪伴她的，是更顯高貴的“茉莉仙女”。一句“喝茉莉花茶的女人，美”，告訴人們：這是一則茉莉花茶廣告。

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.

茉莉花茶這個茶葉品種，在中國已有千年曆史，曾在元代風(fēng)靡一時，被冠以“花茶之王”的美譽。但在最近上百年時間裏，它如同被煮進(jìn)了一壺溫水中，不熱不涼，像一個落寞的貴族。

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.

【同期聲】研成控股董事局主席 姚研成

[Corresponding period sound]    

Chairman of the Board of Yancheng Holding Group    

Yao Yancheng

00：20它這款茶葉本質(zhì)的東西，高價值的東西，就是高文化價值的東西，給人們心裏帶來很好的一種東西，慢慢被人們給忽略掉了。

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

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 目前市場上，與茉莉花相關(guān)的食品類產(chǎn)品就有上百種，但價格最低廉的，還是茉莉花茶：扔下50塊錢，老板讓你拎兩斤回家。而這次，想帶走“茉莉仙女”，必須付出1573元，茉莉花茶為何如此高調(diào)回歸？

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? 

【同期聲】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

01：40經(jīng)過長時間的研究，長時間的開發(fā)以後，發(fā)現(xiàn)這款茶葉的品質(zhì)價值非常好，它不但在中國可以做好，這款茶，可以在中國茶葉的種類裏邊做一個比較好的代表，它可以走得更遠(yuǎn)。

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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姚研成說，做這款茶隻有一個想法：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，隻是一個有形的定價，這款茶葉，在文化上，在曆史上，在包裝的創(chuàng)意上，還有很多無法用價格考量的內(nèi)涵，為了讓這些回歸，在過去五年，投資1000多萬美元打造這款產(chǎn)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 price，such 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.

【同期聲】研城控股董事局 姚研成

[Corresponding period sound]   

Chairman of the Board of Yancheng Holding Institute   

Yao Yancheng

53：00我們希望它是品牌的做到第一， 這個第一的含量，就是它的美譽度是第一，它的銷售額是第一，它的利潤率是第一，它的市場的占有率也是第一。

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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朝著這個目標(biāo)，研成團隊踏上了一條執(zhí)著的追尋之路。他們爬過越南西貢的高山、去過花香橫溢的印度寺廟、參加過廣西橫縣的茉莉花節(jié)……。

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…… 

終於在福建海邊的一個半島上，找到了這片四季沐浴在水霧繚繞之中的茶園。多次考證，這片幾百畝的茶園正是千年前福建人做茉莉花茶的茶葉主產(chǎn)區(qū)，這裏茶葉的葉片細(xì)胞結(jié)構(gòu)均勻、纖維富有彈性，特別適合吸納花香，做出來的茉莉花茶也因此成為為數(shù)不多的上品。但是近百年來，由於茉莉花茶的沒落，這裏的茶已經(jīng)不再用於製作茉莉花茶了……

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……

在找茶的同時，科研 人員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.

一年後，終於在距離茶園350公裏的一個偏遠(yuǎn)山區(qū)找到了這片茉莉花園。一千多年前，茉莉花從波斯國漂洋過海，就是在中國的這片土地上盛開的。如今，這裏產(chǎn)出來的花，仍然是香氣最甜的。

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，可是另一個殘酷的事實卻無情地擺在了眼前：

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

茶葉在四月份采摘，而花要在八月盛開，茶成熟了，花連骨朵都沒有。所有的努力就這樣白費了嗎？

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?

查古書、找資料、訪專家……在大家日以繼夜 地努力下，終於吃下了定心丸：在古代，茶葉就是要等上四個月才能見到花的！隻是，等待要付出巨大的 代價：不是每一片葉子都能等到最後，留下來的一定是最堅韌、最優(yōu)秀、不到總量十分之一的葉片！

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.

   四個月後，這片花園，一樹樹茉莉含苞欲放。

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

【同期聲】茶農(nóng)

[Corresponding period sound]    Tea grower

在太陽最強、溫度最高的時候，等到它含苞的最後時刻摘取下來，隻有這樣在製茶的過程中才能自然開放，吐出最飽滿、濃鬱的花香。

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.

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花來了，細(xì)心保存的茶，被製茶專家請了出來，用古法開始製作：一層茶葉被均勻鋪開，上麵覆蓋上一層新摘的花骨朵，然後，再在上麵鋪一層茶，再撒一層花……層層疊疊，直到相互交融一兩百層。

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.

當(dāng)夜，在恒溫、恒濕的環(huán)境中，所有的茉莉花苞會在茶的懷抱中怒放，茶葉盡情吸收著花香。四天之後，茉莉花被分離出來，茶葉則重新風(fēng)幹等待下一次與新鮮花朵的交融。這樣的過程，反反複複，八次之後，茶承載著茉莉的香氣獲得新生。這個過程也叫做窨（yin四聲）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).

從一月到八月，曆經(jīng)二百多天。早在千年之前的南宋，最高檔的茉莉花茶就是這樣做出來的。

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】音樂加衝泡茉莉花茶畫麵

[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專家手中。花香茶香融入水中，成為舌尖最誘惑的悸動，反饋回來的信息隻有一個字：好！人們在品茶時，不僅在品味美麗的愛情，還在感受一種回望曆史、跨越時空的交融。

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.

     這樣一款茉莉花茶，應(yīng)該為它繪製怎樣一件完美的“嫁衣”呢？

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

【現(xiàn)場聲】姚研成指導(dǎo)瓷瓶製作

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

   應(yīng)該是這種感覺。。。。。。（大意）

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

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把一個想法變成現(xiàn)實，往往會遇到許多波折，“茉莉仙女”瓷瓶從設(shè)計到模具製作，從打樣到打版，經(jīng)曆了漫長的三年。

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.

 

【同期聲】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

30：10這是一種很柔美的，很柔美的帽子，東方人很聰明，對不對，這設(shè)計你看，這樣抱著肯定很笨拙的，但是讓全世界人知道，這很聰明的中國人，這是一個扳手，很聰明 拿這裏一扳手卡這裏花看這裏，“嘣”打開了 。

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. 

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“茉莉仙女”的定型經(jīng)曆了60多次打版，高、矮、肥、瘦，雅、韻、神、態(tài)，都經(jīng)過了最苛刻的挑剔。2位模具師、3位洗水師、12位上色師再加上4位窯烤師，緊密配合，工作21天才能做出一個樣品。

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.

【同期聲】工藝美術(shù)大師 謝華

[Corresponding period sound]  

Arts and crafts mater 

Xie Hua

  這個茉莉花罐 它的工藝是很複雜的 我們的雕花師傅 ，對茉莉花的認(rèn)識和感情 都是不一樣的，所以做出來的每一朵茉莉花 都是有它的獨特性 我們出產(chǎn)的茉莉花罐 每一個都是不一樣的 也是獨一無二的 。（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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從茶等花，到茶與花融為一體，這款茶葉從它一出生就注定和一個詞緊密相聯(lián)：愛情。姚研成將做好的第一款茶命名為：“茉莉仙女”，獻(xiàn)給天下有情人。

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.

【同期聲】研成控股機構(gòu)董事局主席 姚研成

[Corresponding period sound]    

Chairman of the Board of Yancheng Holding Institute   

Yao Yancheng

55：30簡直就是一個男人 用他長長的雙臂 輕輕的摟著 自己心愛的女人 保護(hù)著她 把她摟在自己的胸前，那種溫柔的體貼的感覺，我要一生一世的愛你 我要伴你終生的那種感覺。

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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包裝上，將這純潔的愛情注解為：“世事喧囂浮華，那一縷清香牽引我靈魂回家，遇見你，於是明白，這一生，隻為等你而來。”一下子吸引了很多人，諮詢合作和訂貨的電話不斷，還有人被她的外形吸引，希望購買一個美麗的瓶子。研成控股機構(gòu)總裁謝偉說，十個人看到後，十個人說喜歡，這就是她們前期努力開發(fā)這款產(chǎn)品的目的，好產(chǎn)品就是要配上一款可以永遠(yuǎn)傳承下去的包裝，讓它成為人們生活中的一個符號。

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.

【同期聲】研成控股總裁 謝偉

[Corresponding period sound]   

CEO of the Board of Yancheng Holding Institute   

Xie Wei

為了打造好這款世界級的產(chǎn)品 研成公司在前期投入了巨額的研發(fā)費用 以保證我們產(chǎn)品的安全性和我們的市場可行性 使我們的產(chǎn)品做到極致 讓我們的產(chǎn)品走的更好，走的更遠(yuǎn)。

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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謝偉說，如果說這款產(chǎn)品在傳達(dá)愛的話，她認(rèn)為最準(zhǔn)確的定位應(yīng)該是“寵愛”。“寵愛”，是不求回報的愛，是一個人對另一個人最極致的愛。

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