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Services
Translation, Editing/proofreading
Expertise
Specializes in:
Advertising / Public Relations
Tourism & Travel
Printing & Publishing
Also works in:
Automotive / Cars & Trucks
Finance (general)
Textiles / Clothing / Fashion
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Rates
Chinese to English - Rates: 0.05 - 0.20 USD per character / 35 - 45 USD per hour English to Chinese - Rates: 0.05 - 0.20 USD per word / 35 - 45 USD per hour French to Chinese - Rates: 0.05 - 0.20 USD per word / 35 - 45 USD per hour
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U. S. dollars (usd)
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Portfolio
Sample translations submitted: 1
English to Chinese: design
Source text - English
preface
I’ve had in the past the opportunity to watch Writer/Creative Directors review the portfolios
of aspiring writers (including my own work). It is amusing at first, but within minutes grows
tedious. The whole exercise is also more than a bit disingenuous. The reviewers are serious
people and I believe it is their intent to offer good, honest advice. But in the end, the only
help offered is insight into their own tastes. If they liked a headline, they smiled and
complimented the writer. If it didn’t amuse them, they confessed their lack of interest, and
suggested ways to revise the work so it better conformed to their liking. In all these
interviews, I’ve never once heard the reviewers ask, “Did this ad work?” Nor did anyone
inquire, “What’s here that compels the reader to choose your client’s product?”
I think it’s fair to say most ads fail. Whether this is true or not is beside the point because
most clients think it to be true. What’s more, few writers or art directors I’ve worked with
believe in their work—except as examples of their creative gifts. Efficacy is seldom an
issue, and then only when an account is in review. So what is the dynamic behind copy that
does succeed? I believe successful copy is the result of two influences. The first
is the tenacity of a campaign. The second, unfortunately, is entirely beyond the control
of the writer, namely the Rightness of the product. By Rightness of the product, I mean
qualities perceived as beneficial to a particular individual, in a particular place, at a
particular moment.
Writers have very limited opportunity to create these places and moments, but they can
capitalize on them. Which is to say, they can express this quality of Rightness. But to do it
they must first want to know the product; want to understand their prospect’s body/mind/
heart; and want to learn the nature of the media employed to make the connection. Clever
ideas and words, mastery of volume and intensity, are never enough. In practical terms,
your work has little chance of succeeding unless it catches and pleases the eye, engages
and persuades the mind, and finally, motivates and guides the hand.
Marshall McLuhan in Understanding Media: The Extensions of Man wrote, “The ads are by
far the best part of any magazine or newspaper. More pains and thought, more wit and art,
go into making of an ad than into any prose feature of press or magazine.”
I think McLuhan got it half right. Good ads, ads that sell, are much smarter, more
entertaining, and infinitely more honest than anything else a reader will find in his or her
newspaper, magazine, or on television or a computer monitor. What ultimately makes copy
work is its ability to make the connection between consumer and product inevitable. In this
way the best copy achieves no less than the most seductive love letter. It persuades your
beloved to love you, and for the foreseeable future, to love only you.
Translation - Chinese 序言
在最近几年,我有幸可以看到文案作家和富有创意的设计总监在一起评述一些代表作选辑(也包括我自己的作品)。从事文案写作的作家们,看到这些作品都会备受鼓舞。起初看这些作品感觉很新鲜,但没过几分钟就觉得单调无聊了。整个过程也给人一种有点居心叵测的感觉。这些评论家们看上去都很严肃,而且我相信他们都会致力提供真诚的好建议。不过在最后,唯一的方法就是要深刻了解他们不同的品味。如果他们喜欢一个标题,那么就会微笑得称赞那位作家。如果一个标题都引不起他们的兴趣,那么他们就会承认自己缺乏兴趣,然后再想出一些方案对作品进行修改。这样做的目的就是为了让作品更好地符合他们的口味。在所有的采访中,我从来没听到过评论员会这样问:“这个广告有效果吗?”也没有人会这样问:“具体是什么因素促使读者去选择你客户的产品?”
我想,说大多数广告做得都很失败,这也是公平的。这句话的对与错已经不是重点了,因为大多数客户都认为这句话说得很对。而且,在与我共事的文案作家或艺术总监中,除了满意自身的创意之外,很少有谁信任自己的工作。只有当审核一个账户时,人们才强调要发挥自身的职能。那么在稿件成功的背后,它的动力是什么?我相信成功的稿件是需要两种影响的结合。第一个影响就是一场活动要有动力。第二个影响却完全超出了作家的控制范围,即产品要公正适当。通过产品的公正与适当,让一个特别有个性的人,在特定的地方和特定的时刻,感受到产品品质给他带来很多益处。
作家创作机会非常有限,但是他们能充分把握这些特定的地方与特定的时刻。可以这么说,他们能够表达产品公正的品质。但是,他们首先必须要了解产品,理解产品的潜在客户的身体状况,精神和内心活动,而且还要明白媒体的本质,它主要用来提高产品的知名度。聪明的创意和文字,驾驭写作的能力和满腔的热情是远远不够的。在实战训练中,除非你的作品能够吸引客户的眼球,愉悦他们的内心,说服他们的思维,最终驱使他们从腰包中掏出钱来,否则你几乎不会取得任何成功。
Marshall Mcluhan在理解媒体“人类的延续”中写道:“到目前为止,广告是任何杂志或报纸的最好的部分。比起通讯社或杂志中的任何散文特辑制作,广告的制作过程更能融汇人们更多的烦恼和想法以及更多的风趣和艺术。”
我认为Mcluhan的理解有一半是对的。优秀的广告,做广告的广告显得更加活泼漂亮,而且具有娱乐性,甚至比读者从报纸,杂志,电视或电脑上看到的任何东西都要真实可靠。最终使作品发挥出效果的是它的能力,它把消费者和产品紧密地联系在了一起。用这种方法,把最好的作品打造成一封最有诱惑力的情书。它帮你找到了你的最爱。在可预见的未来,最爱只爱你一人。
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Translation education
Bachelor's degree - the ceramic institute of Jingdezhen
Experience
Years of experience: 17. Registered at ProZ.com: Jun 2010.
As an English magor,I practise myself every day.Because I like translating very much,and now I still work on translating.Translating is an challenging job. In my college life, I often spent much more time studying translating. And I often read a book named A Practical Coursebook on Translation.It is written by Feng Qinghua.I have much more experience translating,especially in retail design.I ever finished translating a book within a month.It has about fifty thousand words. However,I don't think I have done my best. Because it has higher requirement of words,the content of translating must be appealing. So I often read some books written by famous writers and translators.Through that,I can improve my writing ,meanwhile I can obtain more knowledge.As a translator,I realise clearly the importance of knowledge.From my work,I see a lot of achievement made by myself.Long time ago,I often did some part-time translation,never realising so much.Although my job is tiring and time-consuming,I always gain a lot from my job.I think it is worth it.In my spare time ,I do some part-time translation,such as automobile,technology and so on.
In my words,I will never give up and strive for my career all my life.Becoming a simultaneous interpreter is my forever goal and I will spare no effort to work on it.Come on!
Keywords: It is a gallery.There contains the world's best graphics.It is a publisher that publishes books and magazines.There are so many skilled and tatented professionals working here.Its name is Baiye company.