Schatten

English translation: emerge from your own shadow

11:01 Nov 16, 2010

German to English translations [PRO]
Marketing - Idioms / Maxims / Sayings / sport

German term or phrase: Schatten

Es geht um eine neue Werbekampagne eines großen Sportartikelherstellers. Die Kampagne nennt sich "Shadow" campaign:

Mit XYZ treten Tennis-Spieler und Fans aus dem eigenen Schatten

Die Racquet Rebels von XYZ werfen deutlich sichtbare Schatten. Nicht nur auf den Courts der Welt, sondern auch in der Werbung. Die neue Kampagne des österreichischen Sportartikelherstellers mit den Protagonisten R, S und T steht unter dem Motto „Shadows“. Sie führt die erfolgreiche Präsentation von XYZ fort, hinter der die Idee steht: XYZ macht es Spielern jeder Leistungsklasse möglich, ihre Talente und Fähigkeiten optimal zu nutzen, aus ihrem eigenen Schatten zu treten und immer wieder Höchstleistungen auf dem Court zu zeigen.

Meine Frage: hat "cast a shadow" nicht eine negative Konnotation? Wäre nicht der Name der Kampagne, hätte ich mit "outshine" gearbeitet, aber hier geht es offensichtlich darum, mit shade oder shadow wie möglich zu verwenden. Nur will ich in der Presseaussendung natürlich jegliche negative Wirkung vermeiden. Sehe ich da ein Problem, wo gar keines ist?

silvia glatzhofer KudoZ activity Questions: 1043 (9 open) (8 without valid answers) (38 closed without grading) Answers: 641
Local time: 03:42

English translation:emerge from your own shadow

Explanation:
oder: step out of the shadow

"Cast a shadow" ist natürlich negativ besetzt, aber hier geht es ja um das Gegenteil, nämlich unter dem eigenen Schatten hervorzukommen.

Formulierungen ohne "Schatten":
- make one's mark
- step into the limelight

Oder man könnte vielleicht man auf die Redewendung "sein Licht unter den Scheffel stellen" zurückgreifen: "(no longer) hide on's light under a bushel".

Selected response from:

Stephanie Busch
Germany
Local time: 03:42

Grading comment

Selected automatically based on peer agreement.
4 KudoZ points were awarded for this answer

Summary of answers provided

3 +3

emerge from your own shadow

Stephanie Busch

cast a long shadow

William Murphy

have a high profile / are very visible

Helen Shiner

leave your/one's own shadow behind/cast off your own shadow

Thayenga

put everyone else in the shade

Kari Foster

Discussion entries: 6

silvia glatzhofer

ASKER

@ Nesrin & Helen

13:37 Nov 16, 2010

Sorry for not having been specific enough. I kept my question vague to get as many varying answers as possible. My main concern is of course the "deutliche Schatten werfen" because I don't want it to sound too negative, but since the entire campaign is called "Shadow" I have to stick with the shadow/shade image. Thank you for your inputs so far.

Helen Shiner

United Kingdom

with Nesrin

12:23 Nov 16, 2010

Yes, it would help to know with which instance of 'Schatten' you are looking for help.

Nesrin

United Kingdom

12:10 Nov 16, 2010

Hi Silvia - am I right that you're specifically looking for the translation of the second instance of the word "shadow" (werfen deutlich sichtbare Schatten) rather than the first one (treten ... aus dem eigenen Schatten)? I think Stephanie's and Thayenga's suggestions are suitable for the first one, but you're more concerned with the "Schatten werfen" expression, right?

silvia glatzhofer

ASKER

@Brigitte und @dasein-wm

11:56 Nov 16, 2010

Genau ... ich finde auch das Schattenbild *gg* auch unglücklich gewählt.
dasein_wm - die Hinzufügung von "long" finde ich gut. kannst du das als Antwort einstellen?

William Murphy

Italy

cast a long shadow

11:20 Nov 16, 2010

'cast a shadow' is usually a negative expression while the expression 'cast a long shadow' means that someone or something has considerable influence on other people or events and is not necessarily negative.

BrigitteHilgner

Austria

Oh weh

11:20 Nov 16, 2010

Auf die Gefahr hin, mich unbeliebt zu machen: Ich finde die Schattenidee im Dt schon nicht gut. Wer einen Schatten wirft, lässt dadurch möglicherweise jem. anderen im Schatten stehen (okay, das mag gewollt sein) ...
Genauso wie der Schatten im Dt nicht unbedingt negativ belegt ist, so ist es auch im Engl. "to cast a shadow" kann durchaus neutral gemeint sein - aber es kann auch negativ ausgelegt werden. Spontan kam mir statt der ganzen schattenhaften Angelegenheit "to make a mark" in den Sinn, was allerdings nicht wirklich gut zu Schatten passt ...

Answers

25 mins confidence:

peer agreement (net): +3

aus dem eigenen Schatten treten

emerge from your own shadow

Stephanie Busch
Germany
Local time: 03:42
Native speaker of:

German
PRO pts in category: 4

Grading comment

Selected automatically based on peer agreement.

35 mins confidence:

leave your/one's own shadow behind/cast off your own shadow

Explanation:
which would definitely be very positive.

Thayenga
Germany
Local time: 03:42
Specializes in field
Native speaker of:

German
PRO pts in category: 4

1 hr confidence:

cast a long shadow

Explanation:
The XYZ Racquet Rebels certainly cast a long shadow....

William Murphy
Italy
Local time: 03:42
Native speaker of:

English

1 hr confidence:

have a high profile / are very visible

Explanation:
As a native speaker, I would suggest that you move from the mention of shadows for the second instance of Schatten here. As long as you have established the metaphor and keep with something to do with the visual that works in contrast with being in the shadows, then I think it should work.

So, these racquets have a high profile or are very visible on the market, thus any talk of shadows cannot be appropriate to them - that is my sense of the thrust of the paragraph.

--------------------------------------------------
Note added at 1 hr (2010-11-16 12:21:50 GMT)
--------------------------------------------------

For me 'to cast a long shadow' does have an ominous element to it. In other words, one cannot escape the influence of that thing or person. I would not use it here. One could say 'to emerge from obscurity' but only if it really does mean that in the context. I appreciate that you wish in your first instance to stick with Schatten. So the tennis players and fans are emerging from the shadows might work well, but with the proviso that the implication is that they are leaving something pretty negative behind them.

Helen Shiner
United Kingdom
Local time: 02:42
Native speaker of: English
PRO pts in category: 74

1 hr confidence:

put everyone else in the shade

Explanation:
An expression meaning "far outshine all the others"

Kari Foster
United Kingdom
Local time: 02:42
Works in field
Native speaker of:

English
PRO pts in category: 4

Login or register (free and only takes a few minutes) to participate in this question.

You will also have access to many other tools and opportunities designed for those who have language-related jobs (or are passionate about them). Participation is free and the site has a strict confidentiality policy.

Return to KudoZ list

KudoZ™ translation help

The KudoZ network provides a framework for translators and others to assist each other with translations or explanations of terms and short phrases.

See also:

ProZ.com term search

Search millions of term translations

Schatten

English translation: emerge from your own shadow

Answers

KudoZ™ translation help

Your current localization setting

Select a language

Schatten

English translation: emerge from your own shadow

Answers

KudoZ™ translation help

You have native languages that can be verified

Your current localization setting

Select a language