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“双十一”已经走了,“双十二”还会远吗?网购让你“吃土”吗?

  在中国,一个无厘头的人为节日,经过商家的精心策划,演变成了一个举国同庆、万家齐败的购物狂欢节,销售额高达数百亿,全世界都为之瞩目,这便是“双十一”光棍节。如果你在“双十一”已经“剁手”,那在不远的将来即将到来的“双十二”千万忍住,不然就要“吃土”了。今天我们就来谈谈与“双十一”和网购热词有关的词语的英语翻译。

  光棍节与双十一(Singles’ Day、Bachelors’ Day、Double 11、November 11、Bare Sticks Day、Bare Sticks Festival)

  光棍节通常译为Singles’ Day或Bachelors’ Day,也可写为Singles Day、Single’s Day、 Bachelors Day、Bachelor’s Day。光棍节从诞生时起就和双十一结下了不解之缘,主要是因为11.11看起来就像是四条光棍。下面是《经济时报》(Economic Times)对光棍节的介绍:

  Singles’ Day is celebrated on November 11 because the date—11/11—is reminiscent of “bare branches,” the Chinese expression for bachelors and spinsters.

  光棍节的起源众说纷纭,但最常见的说法是源自于大学校园的娱乐文化:

  Singles’ Day or Bachelors’ Day, which originated from Nanjing University in 1993, was initially celebrated at various universities in Nanjing during the 1990s. It got the name “Singles’ Day” because the date consists of four “one”s. Upon graduating, these college students carried the university tradition into society. Singles’ Day has been largely popularized in the internet era and is now observed by youth in several regions outside China as well. (维基百科)

  也有人把光棍节叫作反情人节(Anti-Valentine’s Day),是单身汪们对自己孑然一身的无奈的自嘲。

  国际上有一个黑色情人节(Black Day)是4月14日,类似于光棍节,在韩国非常流行。据说,2月14日情人节(Valentine’s Day)是女人给情侣送礼物(通常是巧克力)的节日,3月14日则是白色情人节(White Day),是男人给女人回赠礼物(也是巧克力)的节日,而4月14日则是单身汪的节日,在前两个节日没有收到礼物的单身汪这一天会穿上黑色衣服聚会,吃黑色食物,通常是炸酱面(韩语jajangmyeon),以此来祭奠一个单身汪的凄凉情怀。这个节日也被商家利用成为一个购物节、促销节,但其影响远远没有双十一那么震撼。

  双十一购物狂欢节(Double 11 Shopping Carnival/Bonanza)

  随着双十一作为光棍节越来越受到年轻人的喜爱和关注,敏感的商家从中发现了商机,电商巨头(ecommerce giant)阿里巴巴以天猫和淘宝为平台,启动了一场轰轰烈烈的购物大狂欢,硬是把一个小小的光棍节变成了一个全民购物狂欢节。对此,《经济时报》是这样报道的:

  Singles’ Day, a twist on Valentine’s Day, started in China in the 1990s as an obscure (不起眼的) holiday but has snowballed (滚雪球般扩大) into a consumer phenomenon thanks largely to Alibaba Group Holding, founded by Jack Ma and which runs China’s largest online marketplace … In 2009, Alibaba sparked the flame that turned it into what it is today—a massive marketing event selling everything from electronics and clothing to cosmetics and food at big discounts. It sells through Tmall, AliExpress (阿里巴巴全球速卖通) and Taobao Marketplace platforms, and through merchants’ brick-and-mortar stores (实体店).

  双十一在极短时间内所刷新的巨大销售额是传统购物形式所无法想象的,连海外媒体都感到瞠目结舌,从他们所发布的新闻标题上即可见一斑:

  ① China’s “Singles Day” Is the World’s Hugest, Craziest Online Shopping Spree (from Buzzfeed)

  中国的“光棍节”是世界上最大、最疯狂的网购狂欢节

  ②China’s Singles Day sets spending record (from Financial Times)

  中国人创光棍节花钱的新记录

  ③Forget Black Friday and Cyber Monday:100m shoppers splash out on China’s Single’s Day (from The Guardian)

  忘了黑色星期五和网络星期一吧:数以亿计的中国网购者在光棍节挥金如土

  ④ Singles’ Day: China splurges $9.3bn in 12 hours on world’s biggest online shopping day (from The Guardian)

  光棍节:在这个世界上最大的网购节里,中国人12个小时之内就花出去93亿美元

  “剁手”的英译

  所谓“剁手”,是指某些人在网上购物时,看到自己喜欢的东西就往购物车里放,也不管自己是否真的需要,就下单交款,不知不觉就把信用卡刷爆了,看着自己买的一堆有用没用的东西,不禁懊恼不已,大呼“真想剁了自己的手”。但是下次再遇到自己心仪的商品,还是忍不住买买买,直到再次后悔要“剁手”,就这样周而复始,东西买了一大堆,手却始终完好无损,有人戏称这种人是“千手观音”——有着剁不完的手。久而久之,这类人成了“剁手党”“剁手族”,而“剁手”也成了“购物”的代名词。

  翻译“剁手”“剁手党”最直截了当的译文就是hands-chopping、hands-chopping people或a hand chopper,例如:

  ① 再买我就“剁手”。

  I’m gonna chop off my hands if I buy again.

  ② 光棍节那天,她疯狂网购,当了回“剁手党”。

  On the Singles’ Day, she engaged in crazy online shopping, becoming a hand-chopper as termed by the netizens.

  但当“剁手”“剁手党”初次出现时,应当加以说明,以防读者误解,以为是恐怖片里的剁手狂魔,或是一种自残行为。比如新华网的英语新闻在介绍“剁手党”时,就进行了如下说明:

  “Hands-chopping people?” Sorry? Did so many people chop their hands in China?

  Relax. It’s not a term about felony (刑事重罪) or suicide that is rising in the world’s most populous nation, but a noun describing the spending spree (疯狂消费) of Chinese consumers during the frenzy online shopping promotion.

  或者这样解释:

  “Hands-chopping people” are big online spenders who self-mockingly (自嘲地) say that they would like to chop their hands off after buying too much online.

  有时为了避免误解,也可借用英语中现有的表示购物狂的词来翻译“剁手党”,比如shopaholic、shopping mania、oniomania、shopping addicts等。例如:

  ① 我室友是个“剁手党”。

  My roommate is a shopaholic/shopping mania.

  ② 一月份的打折促销对“剁手党”有着巨大的诱惑力。

  The January sales can provide shopaholics with far too much temptation.

  但当“剁手”代指“购物”或“疯狂购物”时,就不能按字面翻译,而要根据实际意义灵活处理。例如:

  ① 昨晚一时没忍住,又“剁手”了

  Last night I couldn’t help buying/doing online shopping again.

  ②最后一小时中,仍有来自230个国家的消费者忙着“剁手”。

  In the last hour, there were still consumers from 230 countries maniacally engaged in the shopping spree.

  ② 地球人已经阻止不了我女朋友“剁手”了。

  No one on earth can stop my girlfriend from buying online crazily.

  “吃土”的英译

  后来,“剁手”似乎已无法表达人们对网购欲罢不能的心情,另一个同样极具夸张色彩的词应运而生,那就是“吃土”。“吃土”一词源于2015年“双十一”购物狂欢节,是网友对自己疯狂购物超出预算的一种自嘲,意为由于花费太多,下个月已无钱吃饭,只能“吃土”。“吃土”由此成了“口袋里没钱”的代名词。和“剁手”一样,这个词也是一种夸张说法,并不是真正地吃土。那么,该怎样将“吃土”译成英语呢?

  巧合的是,英语中也有“吃土”的表达,即eating one’s dust,但此“土”非彼“土”,这里的“吃土”是指在田径比赛中远超对方,让对方跟在后面,吃自己扬起的尘土,所以“吃某人的土”就是被某人远远甩在后面的意思。例如:

本-.文来.··*自·./英*·语*.*啦

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