Recent product design awards at International Forum Design have featured a new Chinese electronic smartphone. The launch video for the product is rather interesting linguistically.
The English translation of the Chinese features some mind-bending concepts…
- Simplicity is hidden complexity
- The essence of flat is super curved
- Uncomfortable is the new comfortable
- Right is right
- Left is also right
- No detail can be too detailed
And the “Star Wars”-style voiceover is the icing on the cake.
A more serious analysis of the Chinese-English translation can be found here (just a little hiccup in the title where the product is stated as a watch rather than a smartphone).
Credit: Thanks to the great blog Language Log for bringing this to my attention.