《乔布斯传》片段摘录:车库里腾空出世的苹果电脑

.星期五, 12/02/2011 - 09:27

 

 

 《乔布斯传》自问世以来受到了全世界人民的关注,对此同声传译网推出《乔布斯传》翻译笔记系列,让我们在翻译学习中回顾乔帮主的伟大一生。第五章揭开了苹果电脑公司跌跌撞撞的诞生历史。乔布斯和沃兹要开公司,卖车攒钱,取名字,接到第一份订单,买零件。苹果电脑公司在乔布斯家的车库里腾空出世了。乔布斯和沃兹每人持有苹果公司50%的股份,沃兹负责设计,乔布斯负责推广,他们是最完美的拍档。苹果公司的名字又是怎么想到的?到底有着怎样的渊源和含义呢?

《乔布斯传》片段摘录:        

           Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.’ Plus, it would get us ahead of Atari in the phone book.” He told Wozniak that if a better name did not hit them by the next afternoon, they would just stick with Apple. And they did. Apple. It was a smart choice. The word instantly signaled friendliness and simplicity. It managed to be both slightly off-beat and as normal as a slice of pie. There was a whiff of counterculture, back-to-nature earthiness to it, yet nothing could be more American. And the two words together—Apple Computer—provided an amusing disjuncture. “It doesn’t quite make sense,” said Mike Markkula, who soon thereafter became the first chairman of the new company. “So it forces your brain to dwell on it. Apple and computers, that doesn’t go together! So it helped us grow brand awareness.” (Chapter 5 The Apple I: Apple Is Born)

译文:

        最后乔布斯提出要不就叫苹果电脑吧。他解释道:“当时我只吃水果蔬菜,我又正好刚从苹果农场回来。苹果电脑听起来很有趣,有活力又不会让人产生距离感。苹果其实弱化了 ‘电脑’ 这个科技词汇的概念,再说在电话簿上我们可是排在雅达利前面。”乔布斯跟沃兹说,要是到截止期限的第二天下午他们都想不出更好的名字,那就用这个,于是“苹果电脑” 真的成了公司的名字。“苹果”,这是个很妙的选择。这个单词会马上释放出友好和简单的信号,做到了既略有点不合常规,又很普通不古怪。有一点点反主流文化,又体现了返璞归真的质朴感,而且非常有美国特色。苹果和电脑,这两个单词放在一起,营造了一种有趣的分裂感。苹果电脑的首位投资人,后来成为公司第一任董事长的迈克·马克库拉(Mike Markkula)表示:“其实这个名字没什么意义,不过它有种魔力,会让你细细回味其中的含义。苹果和电脑放一起,根本不搭嘛!但是正是这种不协调,帮我们增加了品牌的知名度。”

英语翻译组编辑