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“可口”和“可乐” 药草与果子名称的结合
2017-08-08 05:05:26 中国青年网
1886年在美国乔治亚州亚特兰大市的一家药店里,一位名叫约翰·彭伯顿的药剂师偶然发明了一种味道神奇的咖啡色液体。他想把这种有色液体开发成为饮料,但苦于没有资金,就找到当地一个识字不多的大财主鲁宾逊,商议两人合伙开发这一饮料的可行性。
可鲁宾逊把字典翻了一遍,也没有为这种饮料找到满意的名称。一天下来,鲁宾逊脑袋昏昏沉沉,吃过晚饭后竟坐在书房的椅子上睡着了。等他一觉醒来时,已经是深夜两点多钟了,此时他想按饮料的性质起个名字。饮料是清凉的,用Cold来代表“冷”的含义,可冷字不能成为名字,必须再加上一个字,他又开始翻字典,结果还是一无所获。恰巧,这时公鸡打鸣了,他一下子跳了起来,“对了,就用公鸡这个名字吧!”可是“公鸡冷的”或“冷的公鸡”都不能当饮料的名字。
想着想着他走到院子里,看到天空中一颗流星闪过,这又引起他的灵感:把“公鸡”和“冷的”单词换个字母不就行了吗?于是鲁宾逊把Cock(公鸡)与Cold(冷)中的k与d都换成了a,这样就变成了CocaCola。
彭伯顿问鲁宾逊这个名字是什么意思,鲁宾逊说:“它们本身没有什么意义,可是,你看看它们的字母结构,不是很有意思吗?”彭伯顿连念了几遍,突然高兴地叫道:“妙极了!既好拼,又好念,更容易记,不管谁看一遍都会记得它,作为产品名称,真是再好也没有了!”可口可乐品牌就这样诞生了。
实际上,这两个单词是有意义的,一个代表南美洲的一种药草,一个代表非洲出产的一种果子,CocaCola是药草与果子名称的结合。
但CocaCola是外国名称,20世纪20年代,CocaCola已在上海生产,一开始翻译成了一个非常奇怪的中文名字,叫“蝌蝌啃蜡”,被接受的状况自然可想而知。于是CocaCola专门负责海外业务的出口公司,公开登报悬赏350英镑征求译名,当时身在英国的一位上海教授蒋彝,便以“可口可乐”四个字击败其他所有对手,拿走了奖金。
本报记者 白洁整理
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