German business and English
德國(guó)商業(yè)和英語(yǔ)
No Denglisch
禁止使用德式英語(yǔ)
Willkommen to linguistic purity
歡迎來(lái)到純凈語(yǔ)言的世界
Jun 29th 2013 |From the print edition
TRAVELLERS on Deutsche Bahn, Germany’s state-owned railway, are used to being addressed in a peculiar language peppered with ponderous English words and phrases, such as Neue Snackbox für Kids. But rail bosses have decided that this creeping use ofDenglisch has gone too far. They have issued staff with a glossary of 2,200 Anglicisms which they are henceforth discouraged from using.
乘坐“德國(guó)鐵路”（Deutsche Bahn，德國(guó)的國(guó)有鐵路公司）的旅行者已習(xí)慣聽到一種德語(yǔ)中摻雜大量英語(yǔ)詞匯的奇怪語(yǔ)言，例如“Neue Snackbox für Kids（注：New snack box for kids）”。但鐵路老板們認(rèn)定這種逐漸養(yǎng)成的德式英語(yǔ)太過(guò)泛濫了。于是他們向員工印刷了一份詞匯表，里邊的2200個(gè)英語(yǔ)舶來(lái)詞今后禁止使用。
Words such as bonus, business class, lifestyle, non-stop and package deal must be replaced by their German alternatives, though some are deemed to have been sufficiently absorbed into German to be acceptable: brunch, container, sandwich and VIP, for instance.
例如bonus（額外獎(jiǎng)勵(lì)）, business class（商務(wù)艙）, lifestyle（生活方式）, non-stop（直達(dá)）, package deal（全套服務(wù)）等英語(yǔ)詞匯必須替換為德語(yǔ)的同義詞，不過(guò)有些英語(yǔ)詞匯已經(jīng)充分融入了德語(yǔ)，因此可以接受，例如：brunch（早午餐）, container（容器）, sandwich（三明治） 和VIP（貴賓）等等。
Germany has no official guardian of linguistic purity; the very idea of it would bring back unpleasant memories of the 1930s. France has two: the Académie Fran?aise and a separate committee, reporting directly to the prime minister, that monitors businesses and other organisations for neologisms, especially ones imported from English. Offenders are told to use papillon for flyer, tablette for iPad and vignette for widget. However, Germany’s transport minister, Peter Ramsauer, has appointed himself German shepherd. For the past three years he has been gently guiding firms like Deutsche Bahn back on to the path of linguistic fidelity.
德國(guó)沒有官方機(jī)構(gòu)來(lái)保護(hù)語(yǔ)言的純粹性，因?yàn)椤凹兇庑浴边@一概念會(huì)讓人想起二十世紀(jì)30年代的不愉快回憶。法國(guó)則有兩個(gè)這類機(jī)構(gòu)：“法蘭西學(xué)院”(Académie Fran?aise)和一個(gè)直接向總理匯報(bào)的獨(dú)立委員會(huì)，負(fù)責(zé)監(jiān)督企業(yè)和其他機(jī)構(gòu)使用新詞匯的情況，尤其是英語(yǔ)的舶來(lái)詞。犯規(guī)者會(huì)被告知要使用papillon代替flyer（傳單），iPad 是 tablette，widget（微件【1】）是vignette。然而，德國(guó)交通部長(zhǎng)，彼得-拉姆紹爾自命為德語(yǔ)的守護(hù)者，在過(guò)去的三年間，他一直都在溫和地引導(dǎo)“德國(guó)鐵路”這類企業(yè)回歸語(yǔ)言純粹性的道路。
Advertising in Germany is particularly prone to Anglicisms. “There is the illusion that using English shows you are livelier, younger and more modern,” says Holger Klatte of the German Language Association, founded in 1997 to preserve and promote Goethe’s mother-tongue. Zalando, an online clothes shop, is a typical offender with its “Must-haves”, “Basics” and “Shop by Style”. Deutsche Telekom’s slogans include the baffling “Call & Surf Comfort via Funk”.
德國(guó)的廣告業(yè)尤其容易遭到英語(yǔ)舶來(lái)詞入侵。德國(guó)語(yǔ)言協(xié)會(huì)(German Language Association)成立于1997年，旨在保存和推廣歌德【2】的母語(yǔ)，該協(xié)會(huì)的霍爾格-卡拉特表示，“人們有個(gè)錯(cuò)覺，仿佛說(shuō)英語(yǔ)顯得你更活躍、更年輕、更現(xiàn)代化，” 德國(guó)的網(wǎng)絡(luò)服裝店Zalando就是明知故犯者的典型代表，其廣告充斥著“Must-haves（必入手款式）”，“Basics（基本款）”和 “Shop by Style（按風(fēng)格購(gòu)買）”等英語(yǔ)詞匯。德國(guó)電信(Deutsche Telekom)也在宣傳語(yǔ)中使用英語(yǔ)，例如令人費(fèi)解的“Call & Surf Comfort via Funk”。
Most English slogans used in Germany fall flat because they are so garbled, says Bernd Samland of Endmark, a brand consultancy. A recent survey by his firm showed that only one-quarter of the English slogans used to advertise cars were understood by those polled. Most bewildering was Mitsubishi’s “drive@earth”. Ironically, among the reasons for the worldwide success of Audi, a German carmaker, is its slick marketing, which even in English-speaking markets features a German slogan, Vorsprung durch Technik.
品牌咨詢公司Endmark的貝恩德-薩姆蘭德表示，德國(guó)的大多數(shù)英語(yǔ)口號(hào)都反響平平，因?yàn)檫@些標(biāo)語(yǔ)難以理解。近期一個(gè)調(diào)查顯示，汽車廣告中只有四分之一 的英語(yǔ)口號(hào)能被讀懂。最不知所云的口號(hào)是三菱汽車的“drive@earth”。具有諷刺意味的是，德國(guó)汽車制造商奧迪在全球范圍內(nèi)取得成功的一個(gè)原因是 其聰明的營(yíng)銷策略，而奧迪就連在英語(yǔ)國(guó)家的市場(chǎng)中也使用德語(yǔ)口號(hào)：Vorsprung durch Technik.【3】*
From the print edition: Business
注【1】：widget一詞基本意思是“小裝置、小玩意”。譯者考慮語(yǔ)境，在這里取用的“微件”一詞實(shí)際對(duì)應(yīng)的是計(jì)算機(jī)用語(yǔ)web widget，即HTML網(wǎng)頁(yè)上的小部件，它的表現(xiàn)形式可能是視頻、地圖、新聞或小游戲等等。
注【2】：歌德（1710年-1782年），德國(guó)國(guó)寶級(jí)作家，代表作品《少年維特的煩惱》《浮士德》。
注【3】：Vorsprung durch Technik在一汽官方口號(hào)中是“突破科技，啟迪未來(lái)”。翻譯為英文是 taking the lead through technology（感謝crazybaofulusha同學(xué)提供的德語(yǔ)翻譯）.
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