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Post time 2006-9-21 20:55:56 |Display all floors
CHINA MERCHANTS INTERNATIONAL
中国招商国际


Video Treatment – Idea
影视处理手法—创意理念
Eight Impressions of China
中国之八大印象     

Foreigners have always been attracted to China – it’s mystique, scale, inventiveness, craftsmanship, history and trade. However, for every foreigner that professes to know something of China, there must be 10,000 or more that know nothing, and the distinction between the Asian nations become blurred.
长久以来,外国人深为中国所吸引—-- 泱泱大国、神秘莫测、气势恢宏、无穷无尽的创造力、堪称技艺、悠久的历史和诱人的贸易。然而对每个自称其对中国略有了解的外国人来说,还有数以万计的更多外国人多中国一无所知,而且他们对亚洲国家之间存在的差异是非常模糊。
  


The archetypal image of China is strong in peoples minds – and some of these images are cliches and not easy to find in a modern industrialized economy bristling with energy and a thirst for knowledge and wealth.  But these images are often what foreigners expect and want to see – and therefore this is the way to appeal to their emotions.
在人们的心里,中国的原型形象是很强烈—-- 其中包括一些陈腐刻板的印象,而且在充满活力和渴求知识和财富的任何现代工业化经济体里很难找到。但是,这些常常表现为外国人所期待亲眼所见的形象, 因此,这正是诉求他们情感之所在。

The challenge is to reach the Western world with strong images and key associations that reinforce who and what China is today – and where it has come from, especially in terms of its rich and noble history.
向西方世界展示这些强烈的形象和关键的构思,以强化他们对当今中国人民和真实的面貌的了解,以及中国的起源,特别是其源远流长的伟大历史,这是富有挑战性的。

What people do see – they appreciate, and when they come to know China they develop an attraction that never fades; it grows.
人们亲眼目睹的一切,他们就会欣赏和珍惜,一旦他们逐步认识了中国,他们就会为中国所深深地吸引,这种认识是永远不会消退的,而且将不断加深。

     

Our idea is to take eight (a lucky number) key image associations – as being symbolic references to China as a nation – and to China Merchants International - as easy-to-remember symbolic references to the company’s achievements, skills and performance attributes.
我们的想法是采用八(代表吉祥的数字)个关键性的形象构思作为介绍中华民族的象征性事例,从而介绍中国招商国际,这样就非常容易介绍该公司的骄人成就、技术和业绩表现,而且生动形象,容易记住。

     

EIGHT impressions of China - listed (in no particular order) as:
中国之八大印象—-- 列示如下(不按特别顺序):

1.        Calligraphy                          -                Creative / Thoughtful
1. 书法                            富有创意/令人深思
2.        Dragon Dance                        -                Energetic / Powerful
2. 舞龙                               活灵活现/刚劲有力
3.        Kung Fu                                        -                Strong / Maneuverable
3. 功夫                              硬朗/灵巧机智
4.        Chinese Music                         -                Performance / Harmonious
4. 中国民乐                          精湛演奏/美妙祥和
5.        Bamboo                                        -                Growth / Flexibility
5. 竹                                 旺盛的生命力/柔韧有余
6.        The Great Wall                        -                Grand / Manpower
6. 长城                               气势恢宏/劳动的见证
7.        Chinese Doors                        -                Protective / Open
7. 门庭                             自闭防卫/开放
8.        Cultural Artifacts                -                Gifted / Experienced
8. 文化产物                          才华横溢/智慧结晶

In addition to these symbolic associations, we can also insert some key values or business messages.
除了这些象征性的构思外,我们还可以插入一些关键性的价值观念或商业信息。

For presenting company statistics, the video could include a graphic treatment that has the video (featuring any one of the business units) – projected in slow motion over the top of a still image, which appears in the background. Text and statistics then appears in a large white font, beneath the transparent video image.   
为了展示公司的统计数据,本音像片可以进行平面处理,也就是在静态画面(作为背景出现)的顶端投慢慢射出动态的音像(反映出其中的一个商业单位)。那么,文本和统计数据则以大号白色字体出现在透明的音像画面的下方。

We also recommend using sound effects to maximum advantage, to help add another layer of texture to the video and therefore appeal to a sense of sound. These may include: a ship’s horn; the unlatching of large (door) bolts; notes from an erhwu or stringed instrument; the gong of brass bells; the sound of a calligrapher’s brush stroking over the paper; the roar of men’s voices calling in unison; wind through the trees; etc.
另外,我们还建议采用音响效果达到最佳艺术效果。其中可以包括:一艘轮船的汽笛声、拉开一扇大(门)闩的吱吱响、二胡或弦乐器的音调、一群男人一齐高声吼叫声、树林的瑟瑟风声,等等。
   
Colors should be strong and vivid (red, green, blue, gold)
色彩应该鲜明逼真(红、绿、蓝和金黄色)。

Large Chinese characters are used down the right of frame, with a smaller more subtle translation appearing in the lower black frame.
画面的右下角采用大号的汉字,而且在较低的黑色画面中出现较小字体但惟妙惟肖的对应翻译。
EIGHT impressions of China – reflecting the relationship of the company’s history, strength and connection – within a nation - at the center of the world’s attention.
中国之八大印象—--- 反映该公司历史、实力和社会联系的各层关系---- 在国家范围内---并成为世界关注的中心。

[ Last edited by andrewyan at 2006-9-21 08:57 PM ]

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Post time 2006-9-21 21:07:38 |Display all floors
cliches 似乎在原文中不具有贬义


The challenge is to reach the Western world with strong images and key associations that reinforce who and what China is today – and where it has come from, especially in terms of its rich and noble history.
向西方世界展示这些强烈的形象和关键的构思,以强化他们对当今中国人民和真实的面貌的了解,以及中国的起源,特别是其源远流长的伟大历史,这是富有挑战性的。

这句话你理解错了。

大概意思是“由于人们知道的都是那些未改变的观念,所以需要告诉他们的是中国的今天(强调),而不是过去


frame 好象不是画面而是画框,图框的含义。
:)

[ Last edited by hly2006 at 2006-9-21 09:19 PM ]

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