{"id":6032,"date":"2013-04-19T11:22:05","date_gmt":"2013-04-19T18:22:05","guid":{"rendered":"https:\/\/www.latmultilingual.com\/?p=6032"},"modified":"2021-11-22T11:27:20","modified_gmt":"2021-11-22T19:27:20","slug":"lemballage-vitrine-de-limage-de-marque","status":"publish","type":"post","link":"https:\/\/www.latmultilingual.com\/fr\/blog\/lemballage-vitrine-de-limage-de-marque\/","title":{"rendered":"L’emballage, vitrine de l’image de marque"},"content":{"rendered":"

Qu\u2019est-ce que j\u2019ai envie de vous montrer la bo\u00eete de c\u00e9r\u00e9ales que j\u2019avais sous les yeux ce matin! Mais dans le fond, on en a tous trop vu, de ces traductions maladroites.<\/p>\n

Au Canada, les emballages doivent \u00eatre bilingues. Nous n\u2019avons pas le choix. Le\u00a0R\u00e8glement sur l\u2019emballage et l\u2019\u00e9tiquetage des produits de consommation<\/em>, pris en vertu de la loi du m\u00eame nom, le dit clairement\u00a0: \u00ab\u00a0Tous les renseignements devant figurer sur l\u2019\u00e9tiquette d\u2019un produit pr\u00e9emball\u00e9

[\u2026] doivent \u00eatre indiqu\u00e9s dans les deux langues officielles, \u00e0 l\u2019exception du nom\u00a0\u00bb.<\/p>\n

La loi est l\u00e0, il faut la respecter, mais on y met souvent l\u2019effort minimum, comme un ado qui vient d\u2019en arriver \u00e0 la conclusion que l\u2019\u00e9cole ne sert \u00e0 rien. On voit bien que le c\u0153ur n\u2019y est pas. Cela donne des emballages lourdauds, des traductions au mot-\u00e0-mot, des constructions boiteuses, voire m\u00eame des fautes d\u2019orthographe grossi\u00e8res.<\/p>\n

Pourtant, de nombreuses soci\u00e9t\u00e9s nous proposent des emballages bilingues tr\u00e8s r\u00e9ussis. Mais elles doivent pour cela faire appel \u00e0 des ressources de traduction sp\u00e9cialis\u00e9es. Un slogan de huit mots peut parfois s\u2019av\u00e9rer plus difficile \u00e0 traduire qu\u2019un rapport annuel de 22\u00a0pages. Surtout quand on passe d\u2019une langue concise \u00e0 une qui l\u2019est moins. Le fran\u00e7ais, par exemple, affiche un taux de foisonnement de 15 \u00e0 25\u00a0% par rapport \u00e0 l\u2019anglais. Pour \u00e9viter qu\u2019une phrase dynamique de huit mots anglais ne devienne une description ennuyeuse de dix mots fran\u00e7ais, il faut un esprit cr\u00e9atif, alli\u00e9 \u00e0 une excellente ma\u00eetrise de la langue.<\/p>\n

La soci\u00e9t\u00e9 Hain Celestial Canada fait des efforts consid\u00e9rables en ce sens. Distributrice d\u2019une foule de produits alimentaires et de soins personnels, elle se d\u00e9marque par la simplicit\u00e9 et la clart\u00e9 de ses emballages. La marque \u00ab\u00a0Tranquillith\u00e9\u00a0\u00bb peut faire sourciller, mais elle a le m\u00e9rite d\u2019\u00eatre br\u00e8ve, descriptive et, finalement, aussi originale que \u00ab\u00a0Sleepytime\u00a0\u00bb, son \u00e9quivalent anglais.<\/p>\n

\"Traduction<\/p>\n

Un emballage simple attire davantage qu\u2019un fouillis d\u2019information. Cependant, le R\u00e8glement sur l\u2019emballage oblige aussi les fabricants \u00e0 fournir toute une gamme de renseignements, comme la quantit\u00e9, la composition et la valeur nutritive, pour ne nommer que ceux-l\u00e0. Dans les deux langues, bien s\u00fbr. Encore une fois, la concision et la pr\u00e9cision des termes sont de rigueur. Les renseignements compl\u00e9mentaires, d\u00e9crivant les avantages du produit, sa provenance et autres, peuvent tr\u00e8s bien figurer sur le site Web. En effet, les consommateurs sont de plus en plus enclins \u00e0 s\u2019informer en ligne sur les produits qu\u2019ils ach\u00e8tent. D\u2019o\u00f9 l\u2019importance de soigner son site Web, dans les deux langues, comme le fait si bien\u00a0Hain Celestial Canada<\/a>.<\/p>\n

En faisant appel \u00e0 une maison de traduction pluridisciplinaire, cette soci\u00e9t\u00e9 dispose \u00e0 la fois de sp\u00e9cialistes de la publicit\u00e9 et de la phrase qui frappe, et de ressources de traduction descriptive. Les emballages s\u2019en trouvent all\u00e9g\u00e9s et le site Web enrichi. Je lui conseillerais maintenant d\u2019acqu\u00e9rir une marque de c\u00e9r\u00e9ales, de fa\u00e7on \u00e0 rendre mes petits d\u00e9jeuners moins d\u00e9primants.

<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Qu\u2019est-ce que j\u2019ai envie de vous montrer la bo\u00eete de […]<\/p>\n","protected":false},"author":61,"featured_media":6036,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[154],"tags":[],"class_list":["post-6032","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-traduction-et-localisation"],"metadata":{"_edit_last":"71","_edit_lock":"1637609240:71","_rawhtml_settings":"0,0,0,0","pyre_video":"","pyre_full_width":"no","pyre_slider_type":"no","pyre_slider":"0","pyre_wooslider":"0","pyre_flexslider":"0","pyre_revslider":"0","pyre_elasticslider":"0","pyre_fallback":"","pyre_page_bg_color":"","pyre_page_bg":"","pyre_page_bg_full":"no","pyre_page_bg_repeat":"repeat","pyre_page_title_bar_bg":"","pyre_page_title_bar_bg_retina":"","pyre_page_title_bar_bg_color":"","pyre_fimg_width":"","pyre_fimg_height":"","pyre_image_rollover_icons":"linkzoom","pyre_link_icon_url":"","hs_social":"1366370525000","_thumbnail_id":"6036","pyre_display_header":"yes","pyre_transparent_header":"default","pyre_display_footer":"default","pyre_display_copyright":"default","pyre_slider_position":"default","pyre_page_bg_layout":"default","pyre_wide_page_bg":"","pyre_wide_page_bg_color":"","pyre_wide_page_bg_full":"no","pyre_wide_page_bg_repeat":"repeat","pyre_header_bg":"","pyre_header_bg_color":"","pyre_header_bg_full":"no","pyre_header_bg_repeat":"repeat","pyre_page_title_custom_text":"","pyre_page_title_custom_subheader":"","pyre_page_title_height":"","pyre_page_title_bar_bg_full":"default","pyre_page_title_bg_parallax":"default","authorsure_include_css":"","pyre_related_posts":"default","pyre_sidebar_position":"right","pyre_page_title":"no","pyre_page_title_text":"no","sbg_selected_sidebar":["0"],"sbg_selected_sidebar_replacement":["Blog Sidebar"],"avada_post_views_count":"4179","pyre_displayed_menu":"28","fusion_builder_content_backup":"Qu\u2019est-ce que j\u2019ai envie de vous montrer la bo\u00eete de c\u00e9r\u00e9ales que j\u2019avais sous les yeux ce matin! Mais dans le fond, on en a tous trop vu, de ces traductions maladroites.\r\n\r\nAu Canada, les emballages doivent \u00eatre bilingues. Nous n\u2019avons pas le choix. Le\u00a0R\u00e8glement sur l\u2019emballage et l\u2019\u00e9tiquetage des produits de consommation<\/em>, pris en vertu de la loi du m\u00eame nom, le dit clairement\u00a0: \u00ab\u00a0Tous les renseignements devant figurer sur l\u2019\u00e9tiquette d\u2019un produit pr\u00e9emball\u00e9 [\u2026] doivent \u00eatre indiqu\u00e9s dans les deux langues officielles, \u00e0 l\u2019exception du nom\u00a0\u00bb.\r\n\r\nLa loi est l\u00e0, il faut la respecter, mais on y met souvent l\u2019effort minimum, comme un ado qui vient d\u2019en arriver \u00e0 la conclusion que l\u2019\u00e9cole ne sert \u00e0 rien. On voit bien que le c\u0153ur n\u2019y est pas. Cela donne des emballages lourdauds, des traductions au mot-\u00e0-mot, des constructions boiteuses, voire m\u00eame des fautes d\u2019orthographe grossi\u00e8res.\r\n\r\nPourtant, de nombreuses soci\u00e9t\u00e9s nous proposent des emballages bilingues tr\u00e8s r\u00e9ussis. Mais elles doivent pour cela faire appel \u00e0 des ressources de traduction sp\u00e9cialis\u00e9es. Un slogan de huit mots peut parfois s\u2019av\u00e9rer plus difficile \u00e0 traduire qu\u2019un rapport annuel de 22\u00a0pages. Surtout quand on passe d\u2019une langue concise \u00e0 une qui l\u2019est moins. Le fran\u00e7ais, par exemple, affiche un taux de foisonnement de 15 \u00e0 25\u00a0% par rapport \u00e0 l\u2019anglais. Pour \u00e9viter qu\u2019une phrase dynamique de huit mots anglais ne devienne une description ennuyeuse de dix mots fran\u00e7ais, il faut un esprit cr\u00e9atif, alli\u00e9 \u00e0 une excellente ma\u00eetrise de la langue.\r\n\r\nLa soci\u00e9t\u00e9 Hain Celestial Canada fait des efforts consid\u00e9rables en ce sens. Distributrice d\u2019une foule de produits alimentaires et de soins personnels, elle se d\u00e9marque par la simplicit\u00e9 et la clart\u00e9 de ses emballages. La marque \u00ab\u00a0Tranquillith\u00e9\u00a0\u00bb peut faire sourciller, mais elle a le m\u00e9rite d\u2019\u00eatre br\u00e8ve, descriptive et, finalement, aussi originale que \u00ab\u00a0Sleepytime\u00a0\u00bb, son \u00e9quivalent anglais.\r\n\r\n\"Traduction\r\n\r\nUn emballage simple attire davantage qu\u2019un fouillis d\u2019information. Cependant, le R\u00e8glement sur l\u2019emballage oblige aussi les fabricants \u00e0 fournir toute une gamme de renseignements, comme la quantit\u00e9, la composition et la valeur nutritive, pour ne nommer que ceux-l\u00e0. Dans les deux langues, bien s\u00fbr. Encore une fois, la concision et la pr\u00e9cision des termes sont de rigueur. Les renseignements compl\u00e9mentaires, d\u00e9crivant les avantages du produit, sa provenance et autres, peuvent tr\u00e8s bien figurer sur le site Web. En effet, les consommateurs sont de plus en plus enclins \u00e0 s\u2019informer en ligne sur les produits qu\u2019ils ach\u00e8tent. D\u2019o\u00f9 l\u2019importance de soigner son site Web, dans les deux langues, comme le fait si bien\u00a0Hain Celestial Canada<\/a>.\r\n\r\nEn faisant appel \u00e0 une maison de traduction pluridisciplinaire, cette soci\u00e9t\u00e9 dispose \u00e0 la fois de sp\u00e9cialistes de la publicit\u00e9 et de la phrase qui frappe, et de ressources de traduction descriptive. Les emballages s\u2019en trouvent all\u00e9g\u00e9s et le site Web enrichi. Je lui conseillerais maintenant d\u2019acqu\u00e9rir une marque de c\u00e9r\u00e9ales, de fa\u00e7on \u00e0 rendre mes petits d\u00e9jeuners moins d\u00e9primants.","_pingme":"1","_encloseme":"1","fusion_builder_converted":"yes","_fusion":{"full_width":"no","slider_type":"no","slider":"0","wooslider":"0","flexslider":"0","revslider":"0","elasticslider":"0","bg_full":"no","bg_repeat":"repeat","image_rollover_icons":"linkzoom","display_header":"yes","content_bg_full":"no","content_bg_repeat":"repeat","header_bg_full":"no","header_bg_repeat":"repeat","blog_sidebar_position":"right","page_title_bar":"no","page_title_bar_text":"no","sbg_selected_sidebar":["0"],"posts_sidebar":"Blog Sidebar","displayed_menu":"28"},"_alp_processed":"1595707870","_wpml_media_duplicate":"1","_wpml_media_featured":"1","_last_translation_edit_mode":"translation-editor","avada_today_post_views_count":"1","avada_post_views_count_today_date":"06-04-2026","_yoast_wpseo_primary_category":""},"acf":[],"yoast_head":"\nL'emballage, vitrine de l'image de marque - 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