2014.04.15【英译汉】The Rise of Japan's Creepy-Cute Craze (Part I)

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发表于:2014-04-15 14:56 [只看楼主] [划词开启]

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原文链接:http://www.theatlantic.com/entertainment/archive/2014/04/the-rise-of-japans-creepy-cute-craze/360479/



The Rise of Japan's Creepy-Cute Craze
日本的恶萌热潮

"Gross" characters are proliferating in a country known for kawaii, and now even local governments' mascots are trying to out-weird one another.
‘恶心’形象在一个以卡哇伊闻名的国家大行其道,甚至现在连地方政府的吉祥物都要找上这些怪东西。

Patrick St. Michel Apr 14 2014, 9:45 AM ET

Japan, the country responsible for Hello Kitty and World Cup Pikachu, loves mascots. One of the most popular fuzzy-suited characters over the past year and a half has been Funassyi, a giant pear creature hailing from just outside of Tokyo. Ubiquitous on billboards and TV commercials, he recently threw out the ceremonial first pitch on opening day for Japanese professional baseball club Chiba Lotte Marines.
作为以HelloKitty、皮卡丘代言的国家,很是热爱吉祥物的。过去一年半里面最流行的毛绒卡通形象之一,Funassyi ,一个巨大的梨形生物在东京周边风靡一时。它无处不在的出现在公告牌和电视广告上,最近还为日本职业棒球俱乐部千叶罗德海洋队的开幕当天投出了第一投。

Yet Funassyi is not traditionally kawaii, Japanese for “cute.” Most body-suited mascots are slow and silent; Funassyi darts all over the place and isn’t afraid to scream, let alone talk. While Hello Kitty mostly stands around, Funassyi is prone to random fits of headbanging, shaking, and running from explosions in a field.
不过Funassyi不是传统意义上的卡哇伊,(“可爱”的日语音)。大多数体型适合的吉祥物都是慢吞吞而且安安静静的, Funassyi却会四处暴走,放肆尖叫,说话就更是家常便饭。Hello Kitty只会站在边上,而Funassyi动不动就甩个头槌,晃来晃去,或在野外怒气冲冲的跑来跑去。

Long considered the global capital of cute, Japan is currently experiencing a boom in less-than-cuddly characters, highlighted by the nationwide popularity of Funassyi. Called kimo-kawaii, translated as “gross cute,” the phenomenon has influenced Japanese television, music, and even local government in the last few years. Born in the 1990s and related to similar American trends, this subversion of the traditionally cutesy is part cultural backlash to Japan’s decades-long adorability binge, and part smart marketing tactic.
长期以来作为全球萌之都,日本目前是“去可爱化”形象的天下,特别是全国热爱的Funassyi。被称之为:奇摩-卡哇伊,译为“恶心的萌”(猥琐萌?)这一现象已经影响到日本的电视、音乐、甚至最近几年影响到当地政府。90后、与美国趋势类似,他们对传统意义的萌文化的破(Dian)坏(Fu),一部分是处于对日本的数十年的‘可爱狂欢’的反弹,还有一部分是因为聪明的营销策略。

The term kawaii in its modern form emerged in the 1970s, according to a paper written by professor Sharon Kinsella of the University of Manchester. She says that it sprung out from a trend in “cute handwriting,” but that soon child-like cuteness became the dominant pop culture and fashion aesthetic of the period. It was during this decade that Sanrio came to prominence, introducing the mega-popular Hello Kitty in 1974 and soon becoming a billion-dollars-a-year company. Kawaii culture only grew bigger as time went on, showing up in household appliances, food, and sex toys.
根据曼彻斯特大学的莎朗·金赛拉教授的论文,卡哇伊一词出现于70年代,据她说这个词最早是因为出现了一股“可爱手写体”的潮流,但很快这种孩童式的天真可爱就占据了当时流行文化和时尚美感的主导地位。此间十年三丽欧公司及其突出,在1974年创造了大众喜闻乐见的Hello Kitty , 不久就成为年产十亿美元的大公司。卡哇伊文化随着时间推移更加强大,在家电、食品和性玩具方面都可见它的身影。

The traditional characteristics of kawaii, according to Kinsella, are “sweet, adorable, innocent, pure, simple, genuine, gentle, vulnerable, weak and inexperienced.” In the ‘90s, though, younger Japanese people, bored of those traits, coined “kimo-kawaii.” The early Internet meme of the “dancing baby” originated in America but came across in Japan as prime kimo-kawaii, becoming popular enough to appear in a Toyota ad. Another example was the comic-turned-cartoon Coji Coji. The title character seemed cuddly enough, but was surrounded by far stranger-looking types, and the show generally took kawaii to a more surreal place.
根据金塞拉的论文,卡哇伊的传统特点是“甜蜜、可爱、天真、纯洁、简单、真诚、温柔、脆弱、弱小、缺乏经验。 ”但到了90年代,年轻的日本人对这些特质都感到厌倦,创造出“奇摩-卡哇伊”,早期互联网热点,美国的“跳舞宝贝”碰到了日本的‘奇摩-卡哇伊‘文化,变成人气十足的形象出现在丰田汽车的广告里。还有一个例子是漫画转卡通的COJI COJI(可吉可吉) 。主题人物看上去很可爱,但是周边的形象就千奇百怪了,总体上说是把卡哇伊带到了超现实的层面上。

A similar trend happened in America during the decade, with the rise of raunchy animated series like Ren and Stimpy, Beavis and Butt-head, and The Simpsons. Yet those shows, filled with adult references and jokes, aimed to prove cartoons weren’t just for kids. Kimo-kawaii, meanwhile, offered an alternative to the traditionally child-like definition of “cute.”
美国近10年也存在着类似的趋势,那些猥琐的动画系列不断兴起,如《莱恩和史丁比》、《瘪四与大头蛋》、和《辛普森一家》。这些节目充斥了成年人的暗示和笑话,目的是证明漫画的观众不应该只是小孩子。与此同时,对传统意义上的“可爱”仅仅属于孩童的定义,‘奇摩-卡哇伊’提出了不同的角度。

最后编辑于:2014-04-15 14:59
分类: 英语
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