上海世博会“东热西冷”
上海世博会自开幕以来，一直有着“东热西冷”的现象：浦东园区的众多国家馆深受观众“追捧”，沙特馆、日本馆、德国馆等排队时间往往超过4小时；而浦西的城市最佳实践区则相对冷清。尽管组织者近日推出了“集满最佳实践区16个印章，可参观热门馆”的“捆绑”举措，但收效不大。为了进一步为浦东园区“散热”，上海世博局副局长胡劲军23日透露，近日已开始把欧洲广场的部分演出向浦西青年博览广场转移。
参考译文：
the world expo: half fire, half ice
since its inauguration, shanghai expo has been “half fire, half ice”. in pudong, the visitors are “mad” on the pavilions of saudi arabia, japan and germany so that they may line up more than 4 hours for a visit. in contrast, the visitors are less enthusiastic about the best urban practice area (bupa) in puxi. although the organizers have recently released a package that says “if you collect 16 stamps from bupa, you will gain access into hot pavilions”, little effect is produced. in order to “cool down” the heat of pudong garden, some performances scheduled on european square have been moved to youth square in puxi, hu jingjun, the vice director of shanghai expo bureau, said on may 23.
本译题开始就遇到一个难题，“东热西冷”该怎么翻译？按照解释性翻译原则，可以如不少网友译成an imbalance of visitors between its pudong and puxi sites，或者more welcome in the east section than the west（语法瑕疵未及细究），但这样翻译总感觉形象性不够，所以笔者尝试译成 half fire, half ice，带有一定的创造性叛逆。接下来“追捧”一词，也有一定难度，大多数网友对其处理的力度不够，译出的意思大致等于“受欢迎”，笔者觉得 “mad” about可以更好的揭示这些展馆受欢迎的程度。下一个难点是“城市最佳实践区”，作为专业术语，由于媒体的报道和实际命名的情况，一般译成best urban practice area(bupa)，虽曰不好，但已经约定俗成了。至于后面出现的‘“捆绑”措施’一词，则是一种package plan，多位网友译成binding measure 或policy，因为binding可以做形容词，表示“有约束力的”意思，所以这样翻译不可取。最后是“散热”一词，网友选择cool down来对译应该没有问题，主要是汉英语在这里的比喻隐含是相似的，完全可以借用。