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French to English translations [PRO] Marketing - Advertising / Public Relations
French term or phrase:Ville sobre
This is from a marketing text for a company promoting shared workspaces in a city. I'm stuck on how to translate "ville sobre" in the slogan "Pour une ville sobre, fluide et inclusive". I'm thinking something like uncluttered, unencumbered etc. but can't really find something that sounds 100% convincing in English. Creative suggestions more than welcome (I have permission to stray from the French as long as I can create something that reads well in English and conveys the idea...) TIA
Explanation: This seems to be a term coined in France perhaps. The idea seems to suggest that we be more subdued and controlled in our use of electricity, fuel etc. :
La sobriété énergétique "La sobriété énergétique est une démarche qui vise à réduire les consommations d’énergie par des changements de comportement, de mode de vie et d’organisation collective (moindre usage de la voiture, alimentation plus locale et de meilleure qualité, etc.)." http://www.virage-energie-npdc.org/imaginer-le-futur/la-sobr...
"Ms Batho said she hopes to instil a "logic of energy sobriety," with the new measure, which would not apply to cases in which light was needed out of safety concerns, during festive periods, or for businesses that operate at night." https://www.telegraph.co.uk/news/worldnews/europe/france/977...
-------------------------------------------------- Note added at 19 hrs (2019-09-01 12:01:56 GMT) --------------------------------------------------
I have included the use of "sober" in my answer, because it could be that one day English also adopts this idea in its language use - who knows, but "energy saving" or "low consumption" could also work.
-------------------------------------------------- Note added at 19 hrs (2019-09-01 12:10:19 GMT) --------------------------------------------------
"Moreover, a welldesigned BCA should aim at answering the concerns of developed countries while promoting growth in developing countries, and should be complemented by SOBRIETY POLICIES.15" https://www.ucu.org.uk/media/5990/UCU-annual-environment-rep...
-------------------------------------------------- Note added at 1 day 17 mins (2019-09-01 17:13:07 GMT) --------------------------------------------------
You could possibly use "sober City" and then add gloss.
I posted about using the term resource-efficient. I think if we were to delve into the concept from an urban development perspective, we'd look at how a city use resources, as well as road placement, public transportation, traffic congestion, housing and development, etc. But since this is a marketing text, "resource-efficient" would suffice. "Sustainable" would be too all-encompassing a term, although resource efficiency fits into the larger concept of sustainability.
It seems that "sober" differs from "sustainable" because high energy/resource use could be sustainable if an unlimited supply of that resource were achievable without depleting the Earth's resources. Sobriety, on the other hand, would be necessary if such an unlimited supply were not achievable, so people had be parsimonious with their use of resources. So, sobriety would be a means of achieving sustainability.
"s’inscrire dans une démarche de transition énergétique; aménager une ville sobre et durable; associer tous les acteurs du territoire; construire une ville attractive et avec une bonne qualité de vie" https://villesdurables.ifdd.francophonie.org/index.php/VILLE...
"Sobre et durable : engagé dans une voie vertueuse intégrant les enjeux du changement climatique afin de faire de l’agglomération le premier territoire littoral urbain à afficher un bilan « zéro carbone » en France" https://www.agglo-larochelle.fr/action-publique/projet-de-te...
perhaps you could stretch the "practical/ reasonable" concept to "efficient" , which would also tie into the idea of "sobriety" in energy. However, i am quite aware that may stray too far from the origial text.
Thanks for all your help so far! I don't have much more context than what Daryo has found I'm afraid. What I'm translating is actually the visual identity for the brand and this PR phrase pops up in one of the examples of their advertising materials. I might have to ask the client and see if I can get any more information on the meaning of sobre - will let you know if I do!
This seems to be something emerging from environmental discussions and policies: "Moreover, a welldesigned BCA should aim at answering the concerns of developed countries while promoting growth in developing countries, and should be complemented by SOBRIETY POLICIES.15" https://www.ucu.org.uk/media/5990/UCU-annual-environment-rep...
Partenariats > Gecina Gecina, au coeur de la vie urbaine
Gecina détient, gère et développe un patrimoine immobilier de 19,3 milliards d’euros à fin 2018. La foncière, spécialiste de la centralité et des usages, oriente son activité autour du premier patrimoine de bureaux d’Europe, situé à près de 97% en Ile-de-France, et d’un pôle de diversification composé d’actifs résidentiels et de résidences étudiants. Gecina a inscrit l’innovation durable au cœur de sa stratégie pour créer de la valeur et anticiper les attentes de ses quelque 100 000 clients et utilisateurs finaux, grâce à l’implication et l’expertise de ses collaborateurs, qui s’engagent pour une ville sobre, fluide et inclusive.
I think you need to go back to your client and find out what they want to express. I would have translated it as staid/plain/restrained, none of which seem to be very desirable qualities for a town.
Could this simply mean low-carbon? (sobre) Here is a link explaining what it is. https://taf.ca/programs/low-carbon-cities-canada/, (éco-responsable à faible empreinte environnementale avec transport en commun efficace d'où la référence à la fluidité).
Do you have any idea why this shared workspace would affect how 'sobre' the town is?! Are they hinting at reduced commuter traffic...? Less bustle...? Fewer ugly office blocks...? I really can't get my head round this...! We have one of these in our city — though I think it may already have died a death!
Automatic update in 00:
Answers
37 mins confidence:
pragmatic/rational/... town
Explanation: Sobre in French can mean sober in the sense of conservative, serious, etc. There are several synonyms you could play with, depending on what you choose for the others. Check this out: https://www.wordreference.com/synonyms/sober
It suggests to me that this workspace is contributing to a serious-minded town aware of its carbon footprint and all the et ceteras.
Sheila Wilson Spain Local time: 21:46 Specializes in field Native speaker of: English PRO pts in category: 12