大家论坛

 找回密码
 注册
查看: 1195|回复: 4

[经济学人] [2008.12.18] Joy of the outback 澳洲内地的乐趣

[复制链接]

178

主题

8138

帖子

3万

金币

大家网博士后

Rank: 22Rank: 22Rank: 22Rank: 22

积分
20103
发表于 2010-4-28 23:17 | 显示全部楼层 |阅读模式
Australian tourism
澳洲旅游


Joy of the outback
澳洲内地的乐趣


Dec 18th 2008 | SYDNEY
From The Economist print edition


Can a film sell a country? Only if it’s very good
非常好电影才可以推销一个国家


“COME and Say G’day”, a tourist campaign built round Paul Hogan, the star of “Crocodile Dundee”, brought visitors swarming to Australia. Now, almost 25 years later, with the country’s tourism business back in the doldrums, the authorities are hoping that another quirky outback movie will pull the same trick.

“来说日安”,《鳄鱼邓迪》中的明星保罗•霍根的宣传活动曾给澳洲带来了一群游客。25年后的今天,当该国的旅游业又萧条下来时,澳洲当局希望另一个离奇的澳洲内地电影重演这个把戏。

“Australia”, which opened in its home market in November, is the most expensive Australian film ever made. It has some of the country’s biggest cinema names: Baz Lurhmann as director; Nicole Kidman and Hugh Jackman as stars. But in America its early box-office takings were disappointing and its reviews have been pretty sad.

《澳大利亚》,作为历史上最昂贵的澳洲电影,于11月在本土市场上映。他拥有这个国家最著名的影星:巴兹•鲁尔曼导演,妮可•基德曼,以及休•杰克曼。但是在美国本片的早期票房收入非常令人失望,而相关评论也很糟糕。

That has not stopped Tourism Australia, the government body that spins the country to potential visitors, from pouring A$50m ($33m) into a campaign linked to the film. Big hopes are riding on this. As a long-haul destination, Australia has been straining to build its visitor numbers in recent years: 5.6m visitors this year, unchanged from 2007.

这并没有阻止澳大利亚旅游局(Tourism Australia,一个吸引潜在游客的政府组织)向该影片的筹资团注入五千万澳元(相当于3.3千万美元)。此事被寄予厚望。作为一个长期的景点,澳洲已经应付了近年的游客量:今年接待了五百六十万游客,和去年的数字一样。

One problem, according to Nick Baker, marketing manager of Tourism Australia, is that the country is suffering from a “lack of fashionability and buzz”. A two-year campaign built round the slogan “So Where the Bloody Hell Are You?” only made things worse: some countries judged the campaign gauche, others a turn-off.

有一个问题是,根据澳大利亚旅游局营销主管Nick Baker的说法,这个国家正在倍受“缺少时尚和活跃气氛”的煎熬。一个两年的宣传活动用了这个标语:“来这个残忍的地狱吧”。这只是弄巧成拙:有些国家认为这个宣传活动很愚蠢,有些认为让人打消了兴趣。

So Tourism Australia commissioned Mr Lurhmann to film two travel commercials, set in the same northern Australian outback locations as his film, and involving Brandon Walters, a young aboriginal actor who almost steals the movie’s limelight. Tourism Australia hopes that the commercials, which will run in 22 countries until mid-2009, will help it meet its target of raising visitor numbers by 3.2% next year.

所以澳大利亚旅游局委托了Lurhmann先生执导两场旅游宣传活动。和他的电影一样,这部宣传片的背景设在澳洲北部的内陆地区,并启用了在电影的焦点人物,年轻的土著演员布赖恩•布朗,因为他可以成为该活动的亮点。这些宣传活动将在2009年中旬前在22个国家巡回展出澳大利亚旅游局希望借此实现明年游客量提升3.2%的目标

Though the campaign is designed to promote Australia, it also gives a nod to the movie itself. The point, Mr Baker explains, is that the commercials draw on the film’s main theme: a toffy English aristocrat goes to Australia to sell an inherited property, only to get swept up in adventure, romance and a new life.

虽然这个活动是意于推销澳大利亚,但电影本身也受益了。Baker解释说,重点是这些宣传活动借鉴了电影的主题:一个瞎扯的英国贵族为了经历冒险和浪漫,为了开始新的生活,跑到澳洲去出售继承的财产。

The “G’Day” commercials were a hit partly because of their freshness: Mr Hogan was an unknown face; the outback story struck a chord. Visitor arrivals doubled over the campaign’s first three years. Can this be repeated? The new film’s lukewarm reception, let alone the current economic climate, make it a tall order.

日安宣传活动会因其新鲜而风行一时,因为Hogan先生是一个并不出名的面孔,而澳洲内地的故事扣人心弦。在活动的前三年里,游客量就翻了一倍。这种事还会发生吗?尚且不提当前的经济形势,光是新电影冷淡的反应就使之成了一个艰巨的任务


感谢freetea的意见~
回复

使用道具 举报

187

主题

8136

帖子

3万

金币

大家网博士后

Rank: 22Rank: 22Rank: 22Rank: 22

积分
20157
发表于 2010-4-29 00:02 | 显示全部楼层
读起感觉来有点儿拗口
回复 支持 反对

使用道具 举报

234

主题

8187

帖子

3万

金币

大家网博士后

Rank: 22Rank: 22Rank: 22Rank: 22

积分
20321
发表于 2010-4-29 00:47 | 显示全部楼层
a tourist campaign built round 漏了 围绕。。而兴起的旅游热
home market 这个翻成本土市场 比较好
最著名的影视名人 前面说著名了 后面就不要用名人了 用电影人就挺好
in America 这里翻成 美国 美洲并没有同步上映
Australia has been straining to build its visitor numbers in recent years在维持游客量上有些吃紧
only made things worse 只是弄巧成拙
宣传活动很笨拙 很少用笨拙的 用愚蠢 就好了
others a turn-off 这句我拿不太准 不过我觉得是 其他的国家选择避开这个活动
travel commercials 执导旅行商业宣传片
Tourism Australia 澳大利亚旅游局
set in the same northern Australian outback locations as his film, and involving Brandon Walters, a young aboriginal actor who almost steals the movie’s limelight.和他的电影一样,这部宣传片的背景在澳洲北部的内陆地区。同时启用了在他电影里有精彩绝伦表现的,年轻的本土演员。。
Tourism Australia hopes that the commercials, which will run in 22 countries until mid-2009, will help it meet its target of raising visitor numbers by 3.2% next year.这些宣传片将在明年年中前在22个国家做巡回展出,澳大利亚旅游局希望这可以帮助实现明年来澳游客量增长3.2% 的目标。
draw on 借鉴
a toffy English aristocrat goes to Australia to sell an inherited property, only to get swept up in adventure, romance and a new life.一个有韧性的英国贵族前往澳洲去出售继承的遗产,结果是开始了冒险,浪漫和新生活的旅程。
make it a tall order使之成为一个艰巨的任务
回复 支持 反对

使用道具 举报

226

主题

8335

帖子

3万

金币

大家网博士后

Rank: 22Rank: 22Rank: 22Rank: 22

积分
20811
发表于 2010-4-29 01:32 | 显示全部楼层
非常感谢freetea的细致点评。找出这么多的错误和改正意见。我已经根据意见在文中改正了。
others a turn-off 这句我拿不太准 不过我觉得是 其他的国家选择避开这个活动
我觉得turn off是“使感到厌烦,使没有任何兴趣”的意思。毕竟turn on是“使感兴趣,使上勾”的意思。
a toffy English aristocrat goes to Australia to sell an inherited property, only to get swept up in adventure, romance and a new life.一个有韧性的英国贵族前往澳洲去出售继承的遗产,结果是开始了冒险,浪漫和新生活的旅程。
这人我觉得值得商榷。为什么您觉得get swept up in adventure, romance and a new life是结果,goes to Australia to sell an inherited property是原因呢?
回复 支持 反对

使用道具 举报

178

主题

8138

帖子

3万

金币

大家网博士后

Rank: 22Rank: 22Rank: 22Rank: 22

积分
20103
 楼主| 发表于 2010-4-29 02:17 | 显示全部楼层
第一个 u r right 翻成使厌烦的 别的国家认为这是很招人烦的slogan

第二个 这个贵族去澳洲是是想踏上财富之旅 但是最终发现是冒险之旅 浪漫之旅 以及新生活之旅
ps 我写的那个结果不是因果关系的意思 而是 最终 真相大白 这个意思
回复 支持 反对

使用道具 举报

您需要登录后才可以回帖 登录 | 注册

本版积分规则

诚聘英才|移动端|Archiver|版权声明|大家论坛 ( 京ICP备06071611号,京公网安备11010802018363号 )

GMT+8, 2021-9-24 01:39 , Processed in 0.586667 second(s), 22 queries .

Powered by Discuz!

© Comsenz Inc.

快速回复 返回顶部 返回列表