Translating the German word
‘pur’ into English
I was inspired to write
this short piece after grappling last week with finding a sensible-sounding rendering
of ‘Münchener Lebensart pur’ (of
which more later) which cropped up in a translation for a Munich bus company.
diese Kette ist aus purem
Gold or ich nehme ein Glas puren Wodka
Used to
upsell all sorts of things, from food and drink to spa treatments and summer holidays, it is a favourite of marketing copywriters looking
for a neat way to indicate the superlative quality or authenticity of a
particular object or, more frequently, experience. Often the ‘pur’ will follow a noun for effect. For example, ‘pure luxury’, grammatically
speaking, is ‘purer Luxus’ in German,
yet you are more likely to see ‘Luxus pur’
– it’s just more effective somehow!
A quick scout through
recent tourism assignments throws up such perennial favourites as
‘Urlaubsfreude pur’ (or, more likely these
days, Urlaubsfeeling!). Clearly ‘pure
holiday joy’ doesn’t cut it, so a workaround is necessary.
Other ‘regulars’
I come across are: ‘Entspannung pur‘ (no
issues there), ‘Stimmung pur’ (slightly
more troublesome as ‘pure atmosphere’ is a bit odd. Prefer great/vibrant…) and
everyone’s favourite: ‘Natur pur’ which
was the subject of a lively discussion in a FB group recently. The consensus
seemed to be a translation along the lines of ‘nature at its very best’.
Here are some other examples from recent projects
featuring ‘pur’, and how I dealt with
them:
-
In nur 17 Autominuten sind Sie
in einer der schönsten Thermen Tirols, dem Aqua Dome im Ötztal. Entspannung pur ist Ihnen im Thermalwasser
garantiert
= and
just 17 minutes away by car is the Ötztal Aqua Dome, one of the Tyrol’s most
beautiful spas. Relaxing in warm, soothing thermal waters after a busy day
skiing – what could be better?
-
Adrenalin pur verspricht
eine Fahrt mit dem Schneescooter oder mit der Schneeraupe.
= and there is no shortage of
options for adrenaline junkies,
including snowmobile and snowcat rides.
-
Abenteuer pur ist auf der
drei Kilometer langen Rodelbahn Le Pleney und im Hochseilgarten „Indiana Parc“
bei Morzine geboten
= Winter holidaymakers in
Morzine will find there’s plenty of fun
to be had at both the 3-kilometre long toboggan run Le Pleney and the
“Indiana Parc” high-ropes course
-
Türkisfarbenes Meer, blauer Himmel und Sonne pur, und das alles weit weg vom
Pauschaltourismus.
= Enjoy the combination of
turquoise sea, blue skies and non-stop
sunshine away from the hurly-burly of mass tourism
-
In der "Oase der Ruhe" erfahren Sie Wellness pur, hier schalten Sie auf
beheizten Wasserbetten bei Meditationsmusik ab.
= Enjoy the pure indulgence of lying on a heated
waterbed in our Oasis of Peace listening to the gentle sound of meditation
music
-
Die Kombination des weitläufigen Shops
mit integrierten Bar und einer einzigartigen Wassersportatmosphäre
bietet Urlaubsfeeling pur für ein entspanntes
Shoppingvergnügen
= Our well-stocked
shops, with bar attached, and the unique watersports atmosphere we’ve created
will make shopping a real pleasure and enhance
your holiday experience.
… and ‘Münchener
Lebensart pur’? Well, anything involving ‘pure lifestyle’ was always going
to sound weird, so I went for something along the lines of ‘the beating heart
of Munich’.
***Stop Press: randomly googling ‘Lebensart pur’ just now has thrown up
lots of renderings along the lines of ‘(capturing)
the essence of the city’. Now why didn’t I think of that?!