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German to English: Newsletter Translation General field: Art/Literary Detailed field: Journalism
Source text - German Liebe Leserinnen und Leser,
wie mehr als 45 Millionen Deutsche jedes Jahr haben Sie sicherlich schon einmal beim Lebensmittel-Discounter Aldi Nord eingekauft. Aber wussten Sie schon, dass Sie dabei mit großer Wahrscheinlichkeit das wohl bekannteste Kunstwerk der Republik erhalten haben?
Wie einige unter Ihnen sicherlich schon erraten haben, geht es um die weltbekannte klassische Aldi-Tüte mit dem blau-weißen Dialogmuster. Diese Tüten sind in der Tat ein Kunstwerk, gestaltet durch den abstrakten Maler Günter Fruhtrunk Anfang der 1970er Jahre. Mit der einfachen und vor allem schnörkellosen Formensprache passte das Motiv der Tüte perfekt auf das damalige Firmenimage von Aldi Nord, dem Auftraggeber Fruhtrunks. Jedoch war der Auftrag dem Ruf des Künstlers in Künstlerkreisen eher abträglich. Kommerzielle Aufträge waren zu dieser Zeit nämlich wenig angesehen. Fruhtrunk soll sich seinen Studierenden an der Münchener Kunstakademie gegenüber sogar für die Annahme des Auftrags entschuldigt haben. Dem Erfolg der Aldi-Tüte tat dies indes keinen Abbruch – sie hat heute Kultstatus. So verwundert es nicht, dass im Netz zahlreiche enttäuschte Äußerungen besorgter Aldi-Kunden über die Abschaffung der Tüte zu finden sind. Aldi Nord will dennoch an der kürzlich angekündigten Aussortierung festhalten. Diese hat nämlich ganz pragmatische Gründe: Der Discounter stellt von Einwegtüten auf Mehrwegbeutel um.
Und so traurig die Aussortierung einige unter Ihnen auch stimmen mag: Vielleicht wird der Aldi-Tüte nun bald ihr wahrer Platz zuteil – als Kunstwerk für alle. In Museen aller Welt. Und in Millionen deutscher Haushalte. Das Ende der Kunst? Keinesfalls! Beginn für Kunst, möchte man fast sagen.
Translation - English Dear Readers,
Just like 45 million Germans each year, you have likely shopped at the grocery discounter Aldi North. But did you know it is highly likely that you also received one of the most well known works of art in the Republic?
As some of you may have guessed, this has to do with the world famous classic Aldi bag with the blue and white diagonal stripes. In fact, these bags are a work of art designed in the early 1970s by the abstract painter Günter Fruhtrunk. With the simple and above all straightforward formal language, the bag’s motif fit perfectly on Aldi North's then corporate image. However, this job was rather detrimental to the artist’s reputation in artistic circles. Commercial contracts during this time were looked down upon. Fruhtrunk supposedly even apologized to his students at the Munich Art Academy for accepting the job. However, the success of the Aldi bag didn’t damage him in the least - it has cult status today. So it’s not surprising that numerous comments by concerned Aldi customers can be found on the internet expressing disappointment in the bag’s elimination. Aldi North plans to stand by the recent announcement. This has very pragmatic reasons: The discounter is transitioning from disposable bags to reusable bags.
And as sad as the change might make some of you: Perhaps the Aldi bag will soon receive its true place - as a work of art for all. In museums all over the world. And in millions of German households. The end of art? No way! The beginning of art, one would almost like to say.
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Years of experience: 15. Registered at ProZ.com: Apr 2010.
I have been doing freelance translation work primarily for Wieners+Wieners based in Germany since 2008. I am an American who grew up speaking German, spent summers in Germany, and eventually worked in Germany my first two years out of college. I have a Bachelor's in International Business with an emphasis in marketing and German. I also have an MBA. The bulk of my experience is in packaged goods consumer marketing, as well as in the restaurant industry. More recently, I did third party ad evaluations in German/English. I love the German language and am passionate about translations that make sense and aren't simply computer generated (because so often they don't make sense!). I use SDL Trados combined with my knowledge and understanding of the German language.
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