全通翻譯/翻譯社

西班牙電視廣告靠朋友和外星人來對抗經濟衰退

◎俞智敏

http://iservice.libertytimes.com.tw/Service/english/english.php?engno=599558&day=2012-07-15

An alien spaceship hovers over a dusty, recession-hit Spanish town and is confronted by a young man looking up："Now that we’re down in the dumps you think you can conquer us?"

一艘外星飛船在一座塵土飛揚、經濟受重創的西班牙小鎮上空盤旋，卻遇到了一個年輕人抬頭高喊：「現在我們失意潦倒，你們就以為可以征服我們嗎？」

It’s a beer advert, one of a string of new TV commercials that tackle the downturn head-on, trying to lure hard-hit buyers by appealing to Spanish values of friendship, family, and proud resistance.

這是支啤酒廣告，而且是連串正面迎戰經濟衰退的新電視廣告之一，這些廣告試圖訴諸西班牙人最重視的友誼、家庭與自傲的反抗精神，來吸引受經濟不景氣打擊的消費者。

In the alien attack--an advert for Mahou beer--the hero, gradually surrounded by gathering friends and family, warns the invaders："You don’t know us."

在這段外星人攻擊影片中─這是馬奧牌啤酒的廣告，年輕的英雄漸漸被愈來愈多的親友環繞，他警告入侵者：「你們根本不了解我們。」

He boasts of friends who are like brothers, supportive grandparents, watching the town football team, the attraction of the local bar, and finding thrills in anything, even scoring a goal.

他驕傲地表示，他有親如兄弟的朋友、提供支援的祖父母、觀看鎮上的足球隊、引人入勝的當地酒吧，他可以從任何事物中找到刺激，甚至還能在球賽中踢進一球。

"So, you’d better go back where you came from," says the defiant Earthling as the spaceship gives up and shoots off to find easier prey.

「所以，你們最好滾回你們的故鄉，」這個桀驁不馴的地球人說，太空船只好放棄，升空尋找更容易下手的獵物。

Advertisers are latching on to a powerful theme of resistance in Spanish society going back to the Napoleonic occupation, said Antoni Gutierrez Rubi, author, political consultant and communications advisor.

作家兼政治與傳播顧問古提耶茲表示，廣告公司正緊抓住西班牙社會中可回溯至拿破崙佔領時代的一股強大的反抗主題。

"In this sense resisting the crisis or resisting the malignant agents of the crisis, resisting adversity, has prestige. Resistance has that heroic touch that makes it patriotic," he said. （AFP）

「這表示反抗危機或者反抗危機的惡意代理人，反抗逆境，才會贏得敬重。反抗帶著一絲英勇色彩，使其顯得愛國，」他說。（法新社）

資料來源：自由時報電子報