2014.04.18【英译汉】The Rise of Japan's Creepy-Cute Craze (Part II)

heyjude1943 (兔纸) 初涉译坛
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发表于:2014-04-18 11:05 [只看楼主] [划词开启]

(Part I)

(Part II)


It wasn’t until the 2000s, though, that kimo-kawaii really became a cultural force. Characters like Pikachu, “relaxation bear” Rilakkuma, and Hello Kitty remained extremely popular, but more alternatives emerged. One was Gloomy Bear, a pink critter that a graphic designer going by the name Mori Chack created as an explicit response to kawaii, saying, “Say there’s an illustration of a bear holding hands, dancing happily with a human. Is this not the epitome of cruelty?” Tall and violent, Gloomy usually has blood splattered on his face and claws from repeatedly attacking his human companion, Pitty. His official website allows users to bludgeon the kid in three different ways.

直到2000年,“奇摩-卡哇伊”才为一种文化力量。皮卡丘,“懒懒熊”Rilakkuma,以及Hello Kitty依然非常流行,但出现了更多的替代品。其中之一是暴力熊,一位插画设计师Mori Chack创造的一只粉色生物,用以回应卡哇伊文化,“想象有只熊与人类手牵着手、快乐的跳着舞,难道不是残酷的集中体现吗?”暴力熊高大而暴力,常常有鲜血溅在脸上,它的爪子总是不停攻击着他的同伴,一个人类:皮蒂。官网还允许用户用三种不同的办法殴打小孩。

The year 2006 brought the debut of Kobitodukan, a set of dwarf-like creatures with weird faces, who became popular enough to warrant several convenience-store tie-ins. They were soon joined in pop culture by video-game characters like the mushroom-come-alive Nameko and the strange-faced alpaca from “草泥马兄贵.” The vogue for the bizarre hasn’t been limited to Japanese creations—Spongebob Squarepants, America’s favorite cartoon freak, has become newly popular in Japan over the last few years, as has the unsettling ‘90s fad toy Furby.

2006年Kobitodukan首次亮相,这是一组长着怪脸的侏儒状生物,流行力十足,成为许多便利店的连锁产品。他们很快通过视频游戏加入了流行文化大军,就像Nameko(蘑菇游戏活灵活现的蘑菇,还有《草泥马兄贵》里面长着怪脸的羊驼。这种怪异潮流并未局限于日本的创造物,美国最受欢迎的卡通怪物'海绵宝宝',最近几年新晋成为日本流行圈的新宠,同样还有怪里怪气的90s fad toy Furby(”90后时尚玩具菲比“)

 
Most kimo-kawaii stars of late, however, are government creations. The last four years have seen a boom in hyper-specific mascots for everything from the post office to electronic tax filing. These yuru-kyara (“loose character”) most often represent cities and regions, and at their best can help bolster an area’s tourism and overall economy. The most famous yuru-kyara is Kumamon, a rotund black bear representing Kumamoto Prefecture. Items featuring him have racked up millions of dollars, and have helped draw visitors to his homeland. Success stories like Kumamon’s inspired nearly every town in the country to create multiple characters of their own.

最近大多奇摩-卡哇伊的明星来自于政府的创作。过去四年,这种高度具体的吉祥物大量出现,从邮局到电子报税全是他们的代言。这些yuru-kuara( “散漫的(吉祥物)形象” )经常成为城市和地区的代言,他们有助于催生这个地区的旅游业及整体经济的繁荣。最著名的yuru-kuara是熊本的吉祥物,一只圆嘟嘟的黑熊Kumamon(“萌熊”)。作为吉祥物,它已经吸引了数百万美元,而且有助吸引游客到它的故乡游玩。Kumamon的成功故事激励日本几乎每座城镇,他们纷纷创造自己的吉祥物。

This mascot surplus means it’s harder than ever to get attention with a cute character—so several local governments instead decided to get weird. Creations like the armless Nishiko-kun and the unsettling Okazaemon became much-discussed topics in the media and online because of their strangeness.  The creepiness craze has even helped rejuvenate once unpopular characters like Sento-kun, the city of Nara’s official mascot. Many commentators deemed the deer-horned Buddha guy too ugly when he was introduced in 2008, but today he’s newly beloved, with more than 67,000 Twitter followers.

吉祥物过剩意味着可爱的形象比以往更难得到重视,于是一些地方政府决定以怪异取胜。例如如无臂的Nishiko-Kun和诡异的Okazaemon,他们的奇怪之处在线上和线下的媒体中成为人们热议的话题。这股怪异风甚至有助于重振曾经不受欢迎的角色,例如Sento-Kun,奈良的官方吉祥物。在2008年推出的时候,许多评论者认为这个长着鹿角的佛陀一样的家伙太丑了,但如今它重受喜爱,在推特上拥有超过67,000追随者。

 
Already far from kawaii, Funassyi manages to further subvert yuru-kyara. He was created by citizen who hoped the pear creature could be adopted as Funabashi city’s official mascot in 2011, but despite it spawning a popular YouTube channel, the municipality rejected the idea. So Funasyyi went rogue. Operating as an unofficial mascot, he landed spots in commercials and TV shows, raising his profile up to the point where he could win Japan’s annual regional-mascot contest.  Since then, he’s released his own novelty single, performed on stage with American dance-music outfit Krewella, and raised a lot of money … none of which goes to the Funabashi government.

与卡哇伊文化相去甚远的Funassyi进一步推翻yuru-Kyara的形象。它的诞生是因为一位市民希望这个梨形生物可以作为2011年船桥市的官方吉祥物,虽然在YouTube流行频道受到追捧,但船桥市没有采纳它。于是Funasyyi走上流氓的道路。作为非官方的吉祥物,他频频出现在广告和电视节目中,放出话儿来说能赢得日本年度区域吉祥物大赛让它的人气升至顶点。自此,开始发行自己的新单曲,与美国舞蹈音乐团体Krewella同台共舞,还赚到大把银子......以上名利,船桥市的政府一点都沾不上。

 
Kimo-kawaii is at its mainstream peak right now, coming close to matching the oversaturation of kawaii. One of Japan’s most inescapable pop stars at the moment is Kyary Pamyu Pamyu, whose much-buzzed-about music videos combine the colorfulness of Harajuku fashion with creepy images, ranging from eyeballs to monsters. Sanrio has gotten in on the disturbing/cute game too, with new characters like Kirimi-chan (an anthropomorphic piece of fish) and Gudetama (an egg who lacks motivation) catching attention on the Internet. A prolonged ‘90s revival has also helped bring some older kimo-kawaii characters, like Coji Coji, back into the spotlight. How long will the phenomenon last? It’s impossible to say, of course, but it seems likely that even the strangest character can star in so many cellphone ads before their gross-out gimmick just isn’t cute anymore.

现在'奇摩-卡哇伊'如日中天,与卡哇伊文化的过饱和状态接近。现下日本最耀眼的流行巨星之一,竹村桐子的音乐录影带内容因含有许多原宿时尚色彩的可怕影像(从眼珠子到怪物),从而引发众议。三丽鸥在怪异/可爱游戏上也颇有心得,新角色Kirimi-chan(一块拟人化的鱼)和Gudetama (一个缺乏上进心的鸡蛋)成为了因特网的焦点。持续很久的‘九十年代之复兴’,也把一些老的奇摩-卡哇伊角色带回聚光灯下,例如COJI COJI。这种现象会持续多久?很难说。当然,在他们那种一点不萌的把戏还没被人反感之前,可能连最奇怪的角色都可以跻身在众多的手机广告之中呢。


(I+II 共计:2104字)

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