新編大學(xué)英語閱讀(浙大版)02

[00:00.00]Advertising Clai [00:01.19]廣告 [00:02.38]1 Many people are believers in their own immunity to advertising. [00:05.31]許多人堅信自己對廣告具有免疫力。 [00:08.24]These naive inhabitants of consumerland believe that advertising is childish,dumb,a bunch of lies, [00:13.81]這些消費世界里的人們很天真，認為廣告是幼稚的，愚蠢的，說著一大堆謊話。 [00:19.37]and influences only the masses of the less sophisticate [00:22.48]很少能影響久經(jīng)世故的人 [00:25.60]Their own purchases,they think,are made purely on the basis of value and desire,with advertising playing only a minor supporting role. [00:33.35]他們認為他們購買物品純粹是按照商品的價值和自己的需求，廣告只起著微不足道的作用。 [00:41.11]2 Advertisers know better. [00:42.66]對此，廣告商要清楚得多。 [00:44.21]Although few people admit to being greatly influenced by ads, [00:47.66]盡管很少的人承認受廣告的影響。 [00:51.12]surveys and sales figures show that a well-designed advertising campaign has dramatic effects. [00:56.92]調(diào)查和銷售數(shù)據(jù)顯示一個精心策劃的廣告浩動有著意想不到的效果。 [01:02.71]A logical conclusion is that advertising works below the level of conscious awareness and it works even on those who claim immunity to its message. [01:11.23]由此可得出合乎邏輯的結(jié)論，廣告是在人們不知不覺中起作用，甚至連自稱對廣告具有免疫力的人也不例外地受其影響。 [01:19.74]Ads are designed to have an effect while being laughed at,belittled,and all but ignored. [01:25.18]設(shè)計廣告就是要使它起作用，盡管有人嘲笑它，貶低它等，但是沒有人能忽視它的存在。 [01:30.61]3 A person unaware of advertising's influence on him is precisely the one most vulnerable to the adman's attack. [01:37.04]一個意識不到自己在受廣告影響的人是最易被廣告打動的人。 [01:43.46]Advertisers delight in an audience that believes ads to be harmless nonsense,for such an audience is rendered defenseless by its belief that there is no attack taking place. [01:53.67]廣告商最喜歡那些認為廣告是一派胡言的人，因為他們沒有意識到廣告商在鼓動而毫無防范之心。 [02:03.88]The purpose of studying advertising is to raise the level of awareness about the persuasive techniques used in ads. [02:10.72]研究廣告的目的是為了提高人們對廣告中所用的勸說技巧的認識水平。 [02:17.56]One of the simplest ways is through an analysis of the language of the advertising claim. [02:22.70]最簡捷的方法之一就是對廣告詞的語言的分析。 [02:27.85]4 The "claim"is the verbal or print part of an ad that makes some assertion of superiority for the product being advertised. [02:36.02]“廣告詞”指的是宣傳廣告產(chǎn)品的口頭語言或文字材料。 [02:44.20]A few of these claims are downright lies,some are honest statements about a truly superior product, [02:50.28]有些廣告詞全都是謊言，有些對真正的優(yōu)質(zhì)產(chǎn)品也做實事求是的宣傳， [02:56.36]but most fall into the category of neither bole lies nor helpful consumer information. [03:02.32]但大多數(shù)的廣告既不是厚顏無恥的謊言，也不是有益于消費者的信息。 [03:08.28]They balance on the narrow line between truth and falsehood by a careful choice of words. [03:14.00]他們靠精心的措辭在真實和謊言之間走鋼索。 [03:19.73]5 The reason so many ad claims fall into the category of false information is that they are applied to parity products, [03:26.50]這么多的廣告詞都提供虛假信息的原因是它們在為“雷同產(chǎn)品”做廣告， [03:33.26]those in which all or most of the brands available are nearly identical. [03:37.37]而市場上所有或大多數(shù)牌子的類似產(chǎn)品幾乎一模一樣。 [03:41.47]Since no one superior product exists,advertising is used to create the illusion of superiority. [03:48.13]既然沒有什么產(chǎn)品真正具有優(yōu)勢，那就得用廣告來炮制虛假的優(yōu)勢。 [03:54.79]The largest advertising budgets are devoted to parity products such as gasoline,cigarettes, [04:00.75]廣告預(yù)算開支最大的是為這些雷同產(chǎn)品做廣告，如：汽油，香煙， [04:06.71]beer and soft drinks,soaps,and various headache and cold remedies. [04:11.55]啤酒，飲料，肥皂及醫(yī)治頭疼感冒的各類藥物。 [04:16.39]6 The first rule of parity claims involves the Alice-in-Wonderland use of the words "Better"and "best". [04:22.40]雷同產(chǎn)品的廣告詞第一條原則是荒誕地使用“更好”“最好”這兩個詞。 [04:28.42]In parity claims,"better"means"best "but "best"only means"equal to". [04:33.46]在雷同產(chǎn)品的廣告詞中，“更好”意味著“最好”，而“最好”卻只意味著“相同”。 [04:38.50]If all the brands are identical,they must all be equally good. [04:42.29]既然所有的牌子的產(chǎn)品一樣，它們肯定就一樣的好。 [04:46.09]So "best "means that the product is as good as the other superior products in its category. [04:51.24]因此，“最好”意味著這個產(chǎn)品與同類其它優(yōu)質(zhì)產(chǎn)品一樣好。 [04:56.39]When Bing Crosby declared Minute Maid Orange Juice "the best there is", [05:00.65]當Bing　Crosby聲稱“小少女”牌的橙汁是“最好”的時候， [05:04.92]he meant it was as good as the other orange juices you can buy. [05:07.91]它的意思是該橙汁與你能買到的其它橙汗一樣好。 [05:10.90]Bing could not have said that Minute Maid is "better than any other orange juice". [05:15.22]Bing不可能說“小少女”牌的橙汁比“任何其它的橙汁更好”。 [05:19.54]"Better"is a claim to superiority. [05:22.36]“更好”才真正表示某產(chǎn)品具有優(yōu)越性。 [05:25.19]They only time "better" can be used is when a product does indeed have superiority over other products in its category or when the "bette [05:33.47]只有當一個產(chǎn)品確實優(yōu)于同類的其它產(chǎn)品時，才能使用“更好”這個詞，或者當“更好 [05:41.75]is used to compare the product with something other than competing brand [05:45.62]使用于與其它產(chǎn)品相比而不是與商標相比 [05:49.49]An orange juice could therefore claim to be"better than a vitamin pill", [05:52.89]所以某種橙汁可以聲稱它比“維他命藥片好”， [05:56.29]or even that it was "the better breakfast drink". [05:59.41]或甚至可以說它是“更好的早餐飲料”。 [06:02.52]7 The second rule of advertising-claim analysis is simply that if any product is truly superior, [06:07.85]分析廣告詞的第二條原則，如果某種產(chǎn)品真正具有某種優(yōu)勢， [06:13.18]the ad will say so very clearly and will offer some kind of convincing evidence of the superiority. [06:19.13]那么，廣告詞中會很明確地表達這一點，并會提供一些令人信服的證據(jù)來證實它的優(yōu)越性。 [06:25.09]If an ad avoids mentioning a product's advantage over the competition, [06:28.78]如果廣告避口不提其宣傳的產(chǎn)品比其它競爭產(chǎn)品更有優(yōu)勢， [06:32.47]you can strongly suspect it is not superior-maybe equal to but not better. [06:37.62]那么你就完全可以懷疑他的優(yōu)越性——或許于其它同類產(chǎn)品不相上下。 [06:42.77]You will never hear a gasoline company say, [06:45.13]你絕對不會聽一家汽油公司說， [06:47.48]"We will give you four miles per gallon more in your car than any other brand." [06:51.88]“同其它牌子的汽油相比，我們的汽油每加侖能使你的汽車多跑四英里?！? [06:56.27]They would love to make such a claim,but it would not be true. [06:59.85]它們當然想這樣說，但這不是真實的情況。 [07:03.43]Gasoline is a parity product,and ,in spite of some very clever and deceptive ads of a few years ago, [07:09.10]汽油是一個雷同產(chǎn)品，盡管幾年前有一些巧妙的，帶有欺詐性的廣告， [07:14.77]no one has yet claimed one brand of gasoline better than--and therefore superior to--any other brand. [07:21.43]至今還沒有人說某個廣告聲稱某種牌子的汽油好過，因而優(yōu)于任何其它牌子的汽油。 [07:28.09]8 To create the necessary illusion of superiority,advertisers usually resort to one or more of the following six basic techniques. [07:35.38]為了炮制必要的虛假優(yōu)勢，廣告商經(jīng)常求助于以下六種基本技巧中的一種或幾種方法。 [07:42.67]Each is common and easy to identify. [07:45.12]每種技巧都很常見，很易識別。 [07:47.57]9 The Weasel Claim [07:48.65]“鼬鼠”型廣告詞 [07:49.73]A weasel word is a modifier that almost contradicts the claim that is made. [07:53.99]“鼬鼠”型的詞語是一種修飾語，與廣告詞的意思幾乎是相矛盾的。 [07:58.26]The expression "weasel word"is aptly named after the egg-eating habits of weasels. [08:03.34]“鼬鼠型的詞語”這個名稱取得非常恰當，其典故來源于鼬鼠吃蛋的習(xí)慣。 [08:08.41]A weasel will suck out the inside of an egg,leaving it to appear intact to the casual observer. [08:13.16]鼬鼠吃蛋時把雞蛋吸空，如不經(jīng)意地看雞蛋還是完好無缺。 [08:17.92]Upon closer examination,the egg is discovered to be hollow. [08:21.55]仔細一看才發(fā)覺雞蛋是空的。 [08:25.19]Words or claims that appear substantial at first glance but disintegrate into hollow meaninglessness on analysis are weasels. [08:32.32]于是，那些乍一看有實質(zhì)內(nèi)容，但是推敲起來卻空洞無物的被稱為“鼬鼠”型廣告型。 [08:39.44]Samples of Weasel Claims [08:41.51]“鼬鼠”型廣告詞實例 [08:43.58]"Listerine fights bad breath." [08:45.29]“利斯特靈，抵御口臭?！? [08:47.00]"Fights",not "stops". [08:48.61]是“抵御”，而不是“消除”。 [08:50.21]"Only half the price of many color sets." [08:52.67]“是許多牌子彩電價格的一半?！? [08:55.14]"Many",not "all". [08:57.14]是“許多”，而不是“所有”。 [08:59.14]The claim does not say that the television set is the cheapest, [09:02.88]該廣告詞并沒有說這種彩電是最便宜的。 [09:06.62]it says that the set is cheaper than many other sets. [09:09.67]只是說比其它許多牌子的彩電便宜。 [09:12.71]10 The "Water Is Wet "Claim [09:14.78]“水是濕的”型廣告 [09:16.85]"Water is wet"claims say something about the product that is true for any brand in that product category. [09:22.52]“水是濕的”型廣告詞講了一些同類產(chǎn)品中任何牌子都適用的話。 [09:28.19]The claim is usually a statement of fact, [09:30.94]這類廣告詞通常都是講的事實， [09:33.70]but not a real advantage over the competition. [09:36.40]但是說的不是競爭中的真正優(yōu)勢。 [09:39.10]Samples of "Water Is Wet"Claim [09:41.27]“水是濕的”型廣告實例 [09:43.45]"Rheingold:the natural beer" [09:45.16]“雷津啤酒，真正的天然啤酒?！? [09:46.87]Made from grains and water as are other beers. [09:49.23]和其它啤酒一樣，都是用谷物和水釀成。 [09:51.59]"SKIN smells differently on everyone." [09:53.71]“絲姬牌香水讓每一個人散發(fā)出不同的氣息?！? [09:55.84]As do many perfumes. [09:57.38]許多香水都具有這種效果。 [09:58.93]11 The "So What"Claim [10:00.59]“那又如何”型廣告詞 [10:02.24]This is the kind of claim to which the careful reader will react by saying."So what?" [10:06.76]對這類廣告詞細心的觀眾會反問：“那又如何呢?” [10:11.28]A claim is made that is true but gives no real advantage to the produc [10:15.08]這類廣告詞說的是真實情況，但說的不是該產(chǎn)品的真實優(yōu)勢 [10:18.88]This is similar to the "water is wet"claim except that it claims an advantage that is not shared by most of the other brands in the product category. [10:26.08]這與“水是濕的”一樣，所不同的是，它提出的優(yōu)勢是其它同類產(chǎn)品中的大多數(shù)品牌所不具有的 [10:33.28]Samples of"So What"Claims [10:35.69]“那又如何”型廣告詞實例： [10:38.10]"Geritol has more than twice the iron of ordinary supplements." [10:41.56]“蓋維特所含有的微量元素鐵是一般產(chǎn)品的兩倍以上?！? [10:45.01]But is it twice as beneficial to the body? [10:47.24]但這是否對人體也有兩倍的好處呢? [10:49.48]"Campbell's gives you tasty pieces of chicken and not one but two chicken stocks." [10:54.23]“康柏爾使你享有美味的雞塊，配有兩份雞汁，兩不是一份?！? [10:58.98]Does the presence of two stocks improve the taste? [11:01.81]兩份雞汁是否使味道更好呢? [11:04.63]12 The Scientific or Statistical Claim [11:06.76]“科學(xué)或數(shù)據(jù)”型廣告詞： [11:08.88]This kind of ad uses some sort of scientific proof or experiment, [11:12.75]這類廣告使用科學(xué)證據(jù)或?qū)嶒灒? [11:16.62]very specific numbers,or a mystery ingredient that sounds impressive. [11:20.54]非常具體的數(shù)字，或者采用深入人心的“秘方”。 [11:24.47]Samples of Scientific of Statistical Clains [11:27.69]“科學(xué)或數(shù)據(jù)”型廣告詞實驗： [11:30.91]"Wonder Bread helps build strong bodies in twelve differen ways." [11:34.66]“萬德牌面包用十二種方法幫助你強身健體?！? [11:38.40]Even the weasel "helps"did not prevent the FTC from demanding that this ad be with-drawn. [11:43.84]即使使用了“幫助”這個“鼬鼠”型的廣告詞也無法阻止聯(lián)邦貿(mào)易委員會下令取締這個廣告。 [11:49.27]But note that the use of the number"twelve"makes the claim far more believable than if it were taken out. [11:54.71]但務(wù)必注意，使用數(shù)字“十二”使廣告聽起來比不用這個數(shù)字要可信得多。 [12:00.14]"Easy-Off has 33 percent more cleaning power than another popular brand." [12:04.30]“潔力牌清潔劑去污力要比另一種流行品牌的強33%。” [12:08.46]"Another popular brand"often translates as some other kind of over cleaner sold somewhere.Also,the claim does not say Easy-Off works 33 percent better. [12:17.33]“另一種流行品牌”常常被理解為某個地方銷售的一種烤箱清潔劑。 [12:26.21]13 The "Compliment the Consumer"Claim [12:28.44]“奉承顧客”型廣告詞 [12:30.67]This kind of claim flatters the consumer. [12:32.98]這類廣告采用奉承顧客的方法。 [12:35.28]Samples of"Compliment the Consumer"Claim [12:38.21]“奉承顧客”型廣告詞的實例 [12:41.15]"If you do what is right for you,no matter what others do,then RC Cola is right for you." [12:46.06]“你若要做適合自己的事，而不是隨波逐流，那么RC可樂是你明智的選擇。” [12:50.98]"You pride yourself on your good home cooking..." [12:53.62]“你為你在家的烹飪技術(shù)而驕傲……” [12:56.27]"The lady has taste." [12:57.82]“選擇本產(chǎn)品的女士最有品味?！? [12:59.36]14 The Rhetorical Question [13:00.84]“修辭型問句”型廣告詞 [13:02.32]This technique demands a response from the audience. [13:05.25]這種技術(shù)需要觀眾的響應(yīng)。 [13:08.18]A question is asked and the viewer or listener is supposed to answer in such a way as to affirm the product's goodness. [13:14.79]一個問題的提出期望觀眾做出回答，以此對產(chǎn)品的優(yōu)點做出肯定。 [13:21.40]Samples of Rhetorical Questions [13:23.77]“修辭型問句”廣告詞的實例 [13:26.15]"Plymouth--isn't that the kind of car America wants?" [13:29.08]“普利茅斯——難道不是美國人所夢想要的汽車嗎?” [13:32.02]"What do you want most from coffee?That's what you get most from Hills." [13:35.65]“你最想從咖啡中得到什么?希爾思牌咖啡最能滿足你的需求?！? [13:39.29]15 Whether you realize it or not,you are persuaded by advertisers to buy certain products. [13:43.91]不管你意識到或否，廣告商無時無刻不再誘勸你去購買某些產(chǎn)品。 [13:48.54]Even if you peer into the refrigerator during televised ads,or close your eyes when you drive past billboards, [13:53.74]即使在電視上播放廣告時你在往冰箱里張望，即使你開車駛過廣告牌時閉上雙眼。 [13:58.94]commercials are working on you. [14:01.36]你還是會受廣告的影響。 [14:03.77]New Words [14:03.27]單詞 [14:02.77]adman n [14:03.97]廣告商 [14:05.18]affirm v [14:06.33]證實，確認 [14:07.48]aptly adv [14:08.55]適當?shù)?，恰當?shù)? [14:09.61]believable adj [14:10.56]可相信的 [14:11.52]belittle v [14:12.27]輕視，小看，貶低 [14:13.03]cleaner n [14:13.75]去污劑 [14:14.47]cola n [14:15.39]可樂 [14:16.30]cooking n [14:17.11]烹飪 [14:17.92]deceptive adj [14:18.99]騙人的，容易使人上當?shù)? [14:20.05]defenseless adj [14:21.25]無防御的，無保護的，無助的 [14:22.46]downright adj [14:23.61]徹頭徹尾的，完全的，十足的 [14:24.76]hollow adj [14:25.68]1)空的，中空的，空心的 2)空洞的，無價值的 [14:26.60]maid n [14:27.46]1)少女，未婚的年輕女子 2)女仆 [14:28.33]meaninglessness n [14:29.53]無意義 [14:30.74]modifier n [14:31.75]修飾語，修飾成分 [14:32.76]nonsense n [14:33.62]胡說八道 [14:34.48]observer n [14:35.35]觀察者 [14:36.21]oven n [14:36.88]烤爐，烤箱 [14:37.54]pariy n [14:38.35]相同，相等 [14:39.16]render v [14:40.17]使得，使成為 [14:41.18]rhetorical adj [14:42.44]修辭的 [14:43.70]suck v [14:44.56]吮吸 [14:45.43]superiority n [14:46.83]優(yōu)越(性)，優(yōu)勢，優(yōu)等 [14:48.24]supporting adj [14:48.96]次要的，輔助性的 [14:49.68]tasty adj [14:50.49]美味的，可口的，好吃的 [14:51.30]televise v [14:52.56]用電視播放，用電視放映 [14:53.82]weasel n [14:54.97]鼬，黃鼠狼 [14:56.12]wonderland n [14:57.27]仙境，奇境 [14:58.42]Insights into Advertising [14:59.86]洞悉廣告 [15:01.30]1 Advertising is a universal enterprise. [15:03.19]廣告制作是一個多方面的艱巨復(fù)雜的工作。 [15:05.08]Anyone who watches Chinese TV ads for pills that claim the power to increase a young person's height by several centimeter [15:09.73]任何人看了中國為藥品所作的廣告，那些廣告聲稱有讓年輕人增高幾厘米的功效 [15:14.37]make fat men and women thin and attractiv [15:16.30]有使肥胖的男士、女士變瘦，變得有魅力 [15:18.22]or even increase the length of legs is aware of the insidious nature of advertisin [15:21.50]甚至能增加腿的高度，人們都會意識到廣告的潛在的特性 [15:24.78]The same types of unfounded claims are made everywhere,although they are better regulated in some countries than others. [15:29.82]盡管同其它一些國家相比，有些國家對類似的毫無根據(jù)的廣告有很好的規(guī)定，但是他們還是無處不在。 [15:34.86]2 A case study of a venture into American advertising by a friend of mine might be helpful in understanding how ads are born and how they are used. [15:40.71]我的一位朋友對美國廣告的一次實例研究或許有助我們了解廣告是如何制作、如何運用。 [15:46.56]This story involves the young U.S.couple,Jane and John Doe,in the innocent, [15:49.54]故事講的是一對不世故、年輕的美國夫婦，珍妮和約翰， [15:52.53]early years of their professional development. [15:55.00]教學(xué)生涯早期的事情。 [15:57.46]3 Jane and John were a rather ordinary faculty couple with several years of teaching experience in a Midwestern university. [16:02.22]珍妮和約翰是美國中西部一所大學(xué)有著幾年教學(xué)經(jīng)驗的普通的教學(xué)員工。 [16:06.97]Being somewhat ambitious as well as naive, [16:08.71]他們雄心勃勃、又有些天真， [16:10.46]They decided to extend their graduate education by attending a prestigious university in New York City. [16:14.62]他們想去紐約市一所很有聲望的大學(xué)進修攻讀碩士學(xué)位。 [16:18.78]In addition to being naive,the Does were also financially limited. [16:21.82]除了過于天真，Does夫婦財經(jīng)緊張。 [16:24.86]They lived frugally,worked hard,but their limited savings were being exhausted by the high costs of living in New York City's uptown Manhattan area. [16:31.11]他們生活儉樸，工作勤勉，但是他們有限的積蓄因居住在紐約曼哈頓住宅區(qū)的高消費而逐漸耗盡。 [16:37.35]Matters were complicated when Jane and John dreamed of studying and traveling in the Caribbean islands, [16:41.46]珍妮和約翰想去加勒比海研究并旅行的夢想使事情更復(fù)雜， [16:45.56]an idea which seemed unlikely in view of their near-poverty level life style. [16:49.03]這個念頭對于他們近乎貧窮的生活水平來說似乎不可能實現(xiàn)的。 [16:52.51]4 As frequently happens,but more often in dreams than in reality--a"silver lining"appeared in the cloudy future of the Does. [16:57.26]同現(xiàn)實生活相比，更多的是在夢境中出現(xiàn)的事情發(fā)生了。在他們未來的陰郁生活中出現(xiàn)了一線希望。 [17:02.01]A popular TV show was recruiting out-of-town people in an attempt to increase their market share among competitive TV quiz shows, [17:07.81]一家受觀眾歡迎電視節(jié)目招募非本市的人員，試圖在競爭力強的電視智力競賽節(jié)目中擴大他們的收視率， [17:13.60]all of which were sponsored by advertising. [17:15.46]而這一切費用都是由廣告承擔(dān)。 [17:17.31]An acquaintance of the Does had appeared on the show and was urged to tell his friends to try out as well. [17:21.04]Does夫婦的一位朋友已經(jīng)參入過本節(jié)目，并告知請他的朋友也來試試。 [17:24.76]John decided to try out for the show. [17:26.31]約翰決定在節(jié)目中小試身手。 [17:27.86]John was accepted and succeeded in winning about $ 700 in prizes on the TV show. [17:31.48]約翰在本節(jié)目中贏得700美元的獎金。 [17:35.10]This made their trip to the Caribbean possible. [17:36.93]這使得他們加勒比海之行成為可能。 [17:38.77]5 John's good luck was,however,not finished. [17:40.75]然而，約翰的好運并未結(jié)束。 [17:42.73]The day after John's appearance on the TV show [17:44.62]約翰上電視節(jié)目后的一天， [17:46.51]he received a phone call from a talent recruiter for a large advertising firm in New York City. [17:50.13]他接到一個來自紐約市一家大的廣告公司的電話，電話是該公司的一位很有才華的招募者打來的。 [17:53.74]The recruiter had noticed that John's voice was picked up clearly by the studio microphones of the TV show, [17:57.96]他發(fā)現(xiàn)約翰的嗓音通過電視節(jié)目的麥克風(fēng)聽起來非常清晰， [18:02.17]and that John's open personality suggested he might be a candidate for making a commercial TV ad. [18:05.93]而且他開朗的性格也可能使他成為一位電視廣告的候選人。 [18:09.69]John asked about the product concerned,and was told it was a medication which had first been developed as a treatment for allergies and colds, [18:15.20]約翰詢問了有關(guān)產(chǎn)品的一些情況，并得知這是一種新研制出來的治療過敏癥和感冒的藥物， [18:20.71]but was bing marketed as a non-prescription pill for inducing sleep. [18:23.95]它是以容易誘發(fā)嗜睡的非處方藥品面世。 [18:27.19]"E Z SLEEP"had been expenxive to develop,but not successful when used for allergies and common colds. [18:31.60]“E Z SLEEP"”的研制費用很大，但治療過敏和一般感冒的療效卻并不顯著。 [18:36.01]6John had reservations about endorsing a medical product he knew nothing about, [18:39.05]約翰對自己一無所知的醫(yī)藥產(chǎn)品持有保留意見， [18:42.09]but having had his financial potential aided from the TV quiz show experience, [18:45.76]但由于有了電視智力競賽節(jié)目中所獲得的經(jīng)濟潛力， [18:49.44]he agreed to at least visit the office of the advertising company. [18:51.70]他同意至少去拜訪一下廣告公司的辦公間。 [18:53.97]He spent about three hours in the elegant offices of the company. [18:56.38]他在那家裝修優(yōu)雅的辦公間里逗留了三個小時。 [18:58.80]The Vice-President,writers and managers all convinced him that the product had zero mammalian toxicity in several tests, [19:04.27]副總裁，廣告詞的作者和部門經(jīng)理都向他保證該產(chǎn)品經(jīng)過多次在哺乳動物身上的試驗。結(jié)果表明無任何毒副作用。 [19:09.74]but that its effects were only about the same as a placebo when tested in clinicar trials. [19:13.50]但是經(jīng)臨床測試，其效果與一種安慰劑的作用差不多， [19:17.26]Jone was assured that he was not asked to endorse the product,but only to play the part of an "actor" in a commercial advertisement at a prominent TV studio. [19:23.55]并向他保證他不需要說他使用過并喜歡該產(chǎn)品，他所要做的只是在一家知名電視臺的一則電視廣告片中的扮演一名“演員”的角色。 [19:29.83]The studio work crew included 28 persons from makeup artists,to video cameramen,set designers,director and legal representatives. [19:35.68]電視臺的工作人員共28人，有化妝師、攝影師、場景設(shè)計師、導(dǎo)演和法人代表。 [19:41.53]The latter made sure that nothing could be inferred from the commercial that violated the strict regulations governing marketing of non-prescription medical products. [19:47.47]后者(法人代表)確保不可能從該商業(yè)廣告中做出任何違反規(guī)定非處方藥品銷售的嚴格條例的推論。 [19:53.41]7 John asked about the pay for making the ad and was told that he would receive $ 10 [19:56.94]約翰詢問了關(guān)于拍攝廣告的報酬，并告知他能得到100美 [20:00.46]for the one day necessary to produce the ad [20:02.30]每天的廣告報酬 [20:04.14]He would receive additional payments of $ 50 each time the ad was used on national television. [20:07.90]廣告在全國電視臺每播放一次他將另外獲得50美元。 [20:11.66]The manager's estimate was that the average ad produced about $ 500 (an average of 10 times an ad was used). [20:16.84]部門經(jīng)理估計平均一則廣告可獲500美元(一則廣告播放十次的平均數(shù))。 [20:22.03]Success of the ad would be measured by an independent polling agency which randomly phoned TV viewers and questioned them about tha specific ad. [20:27.97]一則廣告的成功如否是由一家獨立的投票機構(gòu)來測定，這家機構(gòu)隨意地打電話給電視觀眾并就某廣告提問。 [20:33.91]If the ad became popular and was shown more often,and if the period of time it was used went beyond six months, [20:38.32]如果某廣告很受歡迎并經(jīng)常播放，如果播放的時間超過六個月， [20:42.73]John would be given not only the residuals,but would receive an excellent health insurance coverage for his family, [20:46.74]約翰不僅可獲得復(fù)播復(fù)映追加的酬金，還可以獲得為他全家辦的健康醫(yī)療保險， [20:50.76]and his membership in the Screen Actors'Guild would be paid for by the advertising company. [20:54.14]而且廣告公司還得為他付影視演員協(xié)會的會員費。 [20:57.52]8 Agency legal advisors prepared a contract just before John made the commercial. [21:00.31]在約翰拍攝廣告之間，這家機構(gòu)的法律顧問準備了一份合同。 [21:03.10]This document spelled out the "actor's"and the ad company's liability, [21:06.00]合同列出“演員”和公司各自的責(zé)任， [21:08.90]and required that John use the medicine at least once [21:11.08]要求約翰至少使用一次該產(chǎn)品。 [21:13.26]John asked whether taking the medicine E Z SLEEP would make him too sleepy to make the ad, [21:16.98]約翰問吃了E Z SLEEP，他會不會太困而無法拍片， [21:20.71]but the lawyer and managers just smiled and said,"not likely". [21:23.37]律師和經(jīng)理笑著說“不可能”。 [21:26.04]9 John made the ad,determined that the five or more hours required were hard work, [21:28.97]約翰拍完廣告，認定拍廣告時所需的5個小時或更長時間實在是太辛苦了， [21:31.90]but welcomed the $ 100 check,and he and Jane made plans for their Caribbean study and travel. [21:36.15]但100美元的支票還是挺受歡迎的，他和珍妮打算進行他們加勒比海的研究與旅行。 [21:40.40]Their frugal life style along with funds from the quiz show winnings and the ad payment made it possible [21:44.31]他們簡樸的生活方式，電視智力競賽節(jié)目贏來的錢，以及約翰拍廣告所得的報酬使他們 [21:48.21]for them to have an enjoyable professional and personal experience in the Caribbean islands. [21:51.29]在加勒比海島上愉快地體驗生活的計劃行之有效。 [21:54.37]They afterwards returned to their Midwestern university with enthusiasm for continuing their work there. [21:58.24]隨后他們又回到他們原來執(zhí)教的大學(xué)繼續(xù)熱情地投入工作之中 [22:02.11]10 The Does heard nothing from the advertising company until about 6 months later when a check for [22:06.41]Does夫婦一直沒有從廣告公司得到任何消息直到大約六個月以后， [22:10.71]$ 350 arrived along with a slip indicating that the ad had been shown seven times on national TV. [22:15.36]收到一張350美元的支票，并附有一行留言，說廣告在全國電視臺播放了7次。 [22:20.00]Both John and Joan felt the ad was not very good,and they thought that was the end of John's commercial ad career. [22:24.64]約翰和珍妮都認為廣告做得不好，以為那是約翰商業(yè)廣告生涯的結(jié)束。 [22:29.29]11 It was not until weeks later when John began receiving letters and phone calls from friends around the U.S.who had seen his ad on TV, [22:34.18]直到幾周后，但約翰收到曾經(jīng)在電視上看到過他的廣告的朋友們來自美國各地的來信和電話時， [22:39.08]that it occurred to him that the ad was being used quite a lot. [22:41.55]他才意識到這個廣告正被頻繁地播放。 [22:44.01]12 By the time the Does had begun building their home two years later near the university campus, [22:47.40]就在兩年后Does夫婦在學(xué)校附近開始安家時， [22:50.78]John had received more than $ 5,000 from the earnings of the ad, [22:53.68]約翰又收到5000多美元的廣告播出費， [22:56.58]he was a member of Screen Actors' Guild,and his family had a health insurance policy paid for them. [23:00.54]他成為影視演員協(xié)會的成員，還有一份已為他們?nèi)腋犊畹慕】当ｋU單。 [23:04.50]13 John was sent a copy of the ad,and to this day and Jane feel the quality of the ad is not very good. [23:09.19]廣告公司還送給約翰廣告的復(fù)制品，但直到今天約翰和珍妮還是覺得廣告的質(zhì)量不是很好。 [23:13.89]In fact, [23:14.56]事實上， [23:15.22]it seems that there is little or no correlation between the quality or efficiency of an ad in marketing a product, [23:19.63]在推銷某個產(chǎn)品時產(chǎn)品的廣告質(zhì)量或效果并不關(guān)聯(lián)于 [23:24.04]and the actual sales of that product. [23:25.79]那個產(chǎn)品的實際銷售量。 [23:27.54]14 But,that is the nature of advertising. [23:29.62]但是，那就是廣告的特點。 [23:31.71]John's advice to consumers is,"Don't believe everything you see on TV ads, [23:34.70]約翰勸告消費者：“不要相信你所看到的電視廣告上的一切， [23:37.69]and don't believe half of what you read in magazines or newspapers in commercial advertisements. [23:40.93]也不要相信你在雜志或報紙上所讀到的商業(yè)廣告。 [23:44.17]You would be much better off to seek reliable professional advice if you have need of medical care, [23:47.59]如果你需要醫(yī)療護理，你最好求助于可靠的專業(yè)人士的意見， [23:51.01]and the same is likely true of business ventures as well. [23:53.47]在商業(yè)投資上也是如此?！? [23:55.94]New Words [23:56.95]單詞 [23:57.96]advisor n [23:59.02]顧問 [24:00.08]cameraman n [24:01.03]攝影師 [24:01.99]cloudy adj [24:03.00]1)模糊的，不清楚的，不確定的 2)多云的 [24:04.00]coverage n [24:05.10]1)承保范圍，保險險別 2)新聞報道 [24:06.20]designer n [24:07.21]設(shè)計者 [24:08.22]earnings n [24:09.22]所掙的錢 [24:10.23]frugal adj [24:11.04]節(jié)約的，儉省的 [24:11.85]guild n [24:12.81]協(xié)會，行會 [24:13.76]infer v [24:14.97]推斷，推定 [24:16.17]insidious adj [24:17.32]隱伏的，潛在的，暗中為害的 [24:18.48]limited adj [24:19.63]有限的 [24:20.78]lining n [24:21.70]鑲邊 [24:22.62]mammalian adj [24:23.68]哺乳動物的 [24:24.74]prominent adj [24:25.69]著名的，重要的 [24:26.65]quiz n [24:27.57](廣播、電視等節(jié)目中的)智力競賽，答問比賽 [24:28.48]recruiter n [24:29.49]招募者 [24:30.50]regulate v [24:31.65]管理，控制 [24:32.80]reliable adj [24:33.81]可信賴的，可靠的 [24:34.82]reservation n [24:36.03]1)保留意見，保留態(tài)度 2)預(yù)定 [24:37.23]residual n [24:38.44]1)(因影片、電視節(jié)目、廣播節(jié)目等再次播映而支付的)復(fù)播復(fù)映追加酬金 2)存留下來的，剩余的 [24:39.64]toxicity n [24:40.60]毒性，毒力 [24:41.55]unfounded adj [24:42.70]無事實根據(jù)的，無基礎(chǔ)的 [24:43.86]uptown adj [24:44.92]城鎮(zhèn)住宅區(qū)的 [24:45.98]winnings n [24:46.99]贏得的錢 [24:48.00]Developing an Advertising Campaign [24:50.26]開展廣告宣傳活動 [24:52.53]1 Several steps are required to develop an advertising campaign. [24:55.52]在展開一場廣告宣傳浩動時需要幾個步驟。 [24:58.51]The number of steps and the exact order in which they are carried out may vary according to an organization's resources, [25:04.25]步驟的數(shù)量和具體的次序在操作時各不相同，主要根據(jù)機構(gòu)組織的財力或能力， [25:09.99]the nature of its product,and the types of audiences to be reached. [25:13.52]產(chǎn)品的特性，所要贏得的觀眾的類型而定。 [25:17.05]However,the major steps in the creation of an advertising campaign are(1)identifying and analyzing the advertising target, [25:23.82]然而，在創(chuàng)作設(shè)計一場廣告宣傳活動時往往要有以下四個步驟：1)確定、分析廣告宣傳活動。 [25:30.58](2)creating the advertising plat-from, [25:33.14]2)創(chuàng)建廣告活動的綱領(lǐng)， [25:35.70](3)developing the media plan,(4)executing the campaign. [25:40.45]3)制定新聞媒體計劃，4)進行廣告宣傳活動。 [25:45.20]These general guidelines for developing an advertising campaign are appropriate for all types of organizations. [25:50.33]這幾條開展廣告宣傳活動的規(guī)則適用于所有的機構(gòu)組織。 [25:55.46]2 A basic question that marketers must answer as they begin to develop an advertising campaign is:" [25:59.96]在市場經(jīng)銷專業(yè)人員進行廣告宣傳活動時必須回答的一個基本問題是： [26:04.46]Whom are we trying to reach with our message?" [26:06.69]“我們做的廣告希望面向哪一群體?” [26:08.92]The advertising target is the group of people toward which advertisements are aimed. [26:12.99]廣告宣傳活動的目標就是廣告所瞄準的一組群體。 [26:17.06]Identifying and analyzing the advertising target is critical because the other steps in developing the campaign are based on this. [26:24.22]確定和分析廣告活動的目標是至關(guān)重要的，因為它是廣告宣傳活動的其它步驟的基礎(chǔ)。 [26:31.39]the advertising target often includes everyone in a firm's target market. [26:34.99]廣告活動的目標包括公司預(yù)定目標市場的每一位。 [26:38.59]Marketers may,however,seize some opportunities to direct a campaign at only a portion of the target market. [26:44.24]然而市場經(jīng)銷人員可能抓住某些好的機會指導(dǎo)廣告活動僅僅瞄準預(yù)定目標市場的一部分。 [26:49.89]For example,the maker of a brand of hair-care products may define the target market for a shampoo as being female [26:55.60]例如，某種品牌的頭發(fā)護理產(chǎn)品的制作者可能把預(yù)定目標鎖定在女性身 [27:01.30]12-49 years ol [27:03.19]-12至49歲 [27:05.08]The company may nonetheless wish to aim a specific campaign at women in the 35-49 age range. [27:11.22]然而公司在開展活動時可能希望把目標瞄準在35-49歲的女性。 [27:17.36]For this campaign,the firm's advertising target would be women 35-49 years old, [27:23.03]這次廣告活動公司的目標將是35-49歲的女性， [27:28.70]rather than females in the 12--49 age group. [27:31.83]而不是12-49歲的女性。 [27:34.96]3 Advertisers analyze advertising targets to develop an information base for a campaign. [27:39.55]廣告商分析目標是為某個廣告活動建立一個信息基地。 [27:44.14]Information that is commonly needed includes the location and geographic distribution of the target group; [27:49.36]所需的信息包括目標群體的住所和地理位置的分布情況，如： [27:54.58]the distribution of age,income,race,sex,and education; [27:58.94]年齡、收入、種族、性別和所受教育的分布情況， [28:03.30]and consumer attitudes regarding the purchase and use both of the advertiser's products and of competing products. [28:08.37]以及消費者對廣告商的產(chǎn)品和與之競爭產(chǎn)品的購買和使用的態(tài)度。 [28:13.45]The exact kinds of information that an organization will find useful depend on the type of product being advertised, [28:18.96]一個機構(gòu)組織認為有用的信息的具體種類取決于正在宣傳的產(chǎn)品種類， [28:24.46]the characteristics of the advertising target,and the type and amount of competition. [28:29.05]廣告活動目標的特征，和競爭的種類和數(shù)量。 [28:33.64]4 Generally,the more advertisers know about the advertising target, [28:36.83]一般來說，廣告商對廣告活動目標了解的情況越多， [28:40.02]the more able they are to develop an effective advertising campaign. [28:43.20]他們就越有能力進行一場有效的廣告宣傳活動。 [28:46.39]When the advertising target is not precisely identified and properly analyzed, [28:50.01]一旦廣告活動的目標沒有準確地確定，沒有進行適當?shù)胤治觯? [28:53.62]the campaign has less chance of success. [28:56.09]廣告活動成功的機會就甚微。 [28:58.56]5 Before launching a political campaign,party leaders meet and develop a political platform. [29:03.25]在開展一場政治運動之前，某黨派的領(lǐng)導(dǎo)聚集在一起，制定政治綱領(lǐng)。 [29:07.95]The platform states the major issues on which the party will base its campaign. [29:11.57]綱領(lǐng)陳述一些重要議題，這些將是此黨派開展運動的依據(jù)。 [29:15.19]In the same way,an advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. [29:22.89]同樣，廣告宣傳活動的綱領(lǐng)包括廣告商在廣告宣傳活動中所包含的基本議題或銷售特色。 [29:30.60]For example,a motorcycle manufacturer might wish to include economy,speed,ease of handlin [29:36.59]例如，摩托車生產(chǎn)商可能希望涉及經(jīng)濟實惠，速度，易于操 [29:42.58]and accessories in its advertising platfor [29:44.85]以及零配件等在廣告活動綱領(lǐng)中 [29:47.12]A single advertisement in an advertising campaign may contain one or several issues in the platform. [29:52.34]廣告宣傳活動中的一則廣告可能包括一個或幾個廣告活動綱領(lǐng)的議題。 [29:57.56]Although the platform contains the basic issues,it does not indicate how they should be presented. [30:02.20]盡管綱領(lǐng)包含一些基本議題，但并沒有指示他們應(yīng)該如何展示出來。 [30:06.85]6 A marketer's advertising platform should consist of issues that are important to consumers. [30:11.35]市場經(jīng)銷者的廣告綱領(lǐng)應(yīng)該包括在廣告宣傳活動中所包含的對消費者非常重要的議題。 [30:15.85]One of the best ways to determine what those issues are is to survey consumers to learn [30:20.15]決定這些議題是什么的最好方法是在消費者中進行調(diào)查，了解 [30:24.45]what they consider most important in the selection and use of the product involved. [30:28.41]他們在選擇和使用某產(chǎn)品時認為最重要的是什么， [30:32.37]The selling features must not only be important to consumers;if possible, [30:35.85]銷售特點不僅僅對顧客很重要;如果可能， [30:39.32]they should also be features that competitive products do not have. [30:42.60]它們也應(yīng)該是同類競爭產(chǎn)品所沒有的特點。 [30:45.87]For example,the safety of their money is important to bank customers, [30:49.11]例如：安全對銀行的顧客來說很重要， [30:52.35]yet they believe that virtually all banks are equally safe. [30:55.68]但是他們認為在所有銀行存錢都一樣安全。 [30:59.01]Thus,the advertising platform for a specific bank should not emphasize safety. [31:03.22]所以，廣告活動綱領(lǐng)對于某個具體的銀行來說不應(yīng)過于強調(diào)安全問題。 [31:07.44]In this case,the marketer should look for other selling features that are important to bank customers and that are not available at competing banks. [31:13.97]這樣的話，市場經(jīng)銷者就必須尋找對于銀行顧客很重要的，但其它與之競爭銀行所沒有的銷售特色。 [31:20.50]7 A media plan sets forth the exact media to be used(specific magaizines,television stations, [31:25.54]宣創(chuàng)媒體計劃提出具體使用的宣傳媒體工具(具體的雜志、電視臺，) [31:30.58]newspapers,and so forty)and the dates and times that the advertisements will appear. [31:34.74]報紙等等)和廣告播出的具體日期和時間。 [31:38.90]To formulate a media plan,the planner selects the media for a cmpaign and draws up a time schedule for each medium. [31:44.66]制定一個宣傳媒體計劃，策劃者為一個活動選擇新聞媒體，制作每一媒體的時間表。 [31:50.42]The media planner's primary goal is to reach the largest number of persons in the advertising target per dollar spent on media. [31:56.41]策劃者的主要目的是使廣告活動目標中花在宣傳媒體上的每一美元能夠贏得最大數(shù)量的觀眾。 [32:02.41]8 Media planners begin by making rather broad decisions;eventually,however, [32:07.39]宣傳媒體的策劃者開始作概括性的決定，但是， [32:12.38]they must make very specific choices. [32:14.65]最后必須再作非常具體的選擇。 [32:16.92]A planner first must decide which kinds of media to use. [32:19.85]策劃者首先決定使用哪種宣傳媒體。 [32:22.78]The major kinds are radio,television,newspapers,magazines,direct mail, [32:28.44]主要種類有廣播、電視、報紙、雜志、直接郵寄廣告， [32:34.09]outdoor displays,and mass transit vehicles. [32:37.17]戶外展覽及許多傳播渠道。 [32:40.24]After making the general media decision,the planner selects specific categories within each medium. [32:44.26]決定使用某種宣傳媒體后，策劃者選擇每種媒體范圍內(nèi)的具體種類。 [32:48.27]A toothpaste marketer,for example,might decide to use television and magazines. [32:52.38]例如：牙膏的營銷者或許決定使用電視和雜志作宣傳媒體。 [32:56.48]The marketer then must consider whether to use children's,women's daytime,family, [33:00.89]然后就得考慮播放時間是定在孩子、婦女的白天時間里好， [33:05.30]and/or latenight adult television programming and whether to use men's,women's teen-agers', [33:10.09]還是定在成年人傍晚的電視節(jié)目時間里好;是刊登在男士、女士、青少年， [33:14.88]children's,and /or general audience magazines. [33:16.91]兒童的雜志上好，還是刊登在一般性的雜志上好。 [33:18.94]Finally,the planner must select the specific media vehicles. [33:21.84]最后，策劃者選擇具體的傳媒手段。 [33:24.74]Having chosen family television programs and women's magazines,the toothpaste marketer,for instance, [33:29.44]例如，如果選擇家庭電視欄目以及婦女雜志，牙膏營銷人士 [33:34.14]must select the exact television programs and stations as well as the specific women's magazines to be used. [33:39.50]必須選擇具體的電視欄目和電視臺以及具體的那家婦女雜志。 [33:44.86]9 Media planners take many factors into account as they prepare a media plan. [33:48.77]媒體策劃者在準備宣傳媒體的計劃時要將許多因素考慮進去。 [33:52.68]They analyze the location and demographic characteristics of people in the advertising target, [33:57.46]他們得分析廣告活動對象中人們住所及人口特性， [34:02.25]since the various media appeal to particular groups of people in particular 1ocations. [34:06.36]因為不同的宣傳媒體在不同的地方適合于不同的群體。 [34:10.46]For example,there are radio stations especially for teenagers,magazines for men in the 18--34 age group, [34:17.19]例如：電臺廣播特別適合青少年，電視適合18-34歲的男子， [34:23.92]and television programs aimed at adults. [34:26.16]電視節(jié)目所瞄準的是成年人。 [34:28.39]Media planners also should consider the sizes and types of audiences reached by specific media. [34:33.66]宣傳媒體的策劃人還應(yīng)考慮某一種傳媒工具所贏得的觀眾的多少及類型。 [34:38.94]Several data services collect and periodically publish information about the circulation and audiences of various media. [34:45.76]許多數(shù)據(jù)服務(wù)設(shè)施收集并定期公布廣告運作的情況和各個媒體觀眾的情況。 [34:52.58]10 The cost of media is an important but troublesome consideration. [34:56.34]宣傳媒體的開支是件非常重要而又很麻煩的事。 [35:00.10]Planners try to obtain the best coverage possible for each dollar spent. [35:03.69]在收視率的問題上策劃者希望每花的一美元能價有所值。 [35:07.27]Yet there is no accurate way of comparing the cost and impact of a television commercial with the cost and impact of a newspaper advertisement. [35:14.38]然而，還沒有什么精確的方法能將電視廣告的開支和影響與報紙廣告的開支和影響相比。 [35:21.49]11 The content of the message sometimes affects the choice of media. [35:24.53]廣告的內(nèi)容有時也影響傳媒手段的選擇。 [35:27.57]Print media can be used more effectively than broadcast media to present many issues or numberous details. [35:32.70]同廣播傳媒手段相比，文字印刷的傳媒手段更能有效地將許多事宜或細節(jié)展現(xiàn)出來。 [35:37.83]If an advertiser wants to promote beautiful colors,patterns,or textures, [35:41.16]如果廣告商希望突出產(chǎn)品鮮艷的色彩、圖案、或質(zhì)地， [35:44.49]then media that offer high-quality color reproduction--magazines or television--should be used instead of newspapers. [35:50.49]就采用能提供高質(zhì)量的色彩復(fù)制的傳媒手段——雜志或電視——而不是報紙。 [35:56.48]For example,food can look extremely appetizing and delicious in a full-color magazine advertisement, [36:02.22]例如：如果是全彩的雜志廣告，食品看上去會非常的美味可口， [36:07.96]but it might look far less so in black and white. [36:11.04]但如果是黑白的圖片，那效果就差多了。 [36:14.12]12 The execution of an advertising campaign requires an extensive amount of planning and coordination. [36:19.30]廣告宣傳活動的執(zhí)行需要大量的策劃和協(xié)調(diào)。 [36:24.49]Regardless of whether an organization uses an advertising agency, [36:27.48]不管公司是否聘請廣告代理商， [36:30.46]a large number of people and firms are involved in the execution of a campaign. [36:34.82]在制作過程中公司都得涉及大量的人員和其它公司。 [36:39.18]production companies,research organizations,media firms,printers, [36:43.73]產(chǎn)品公司、研究機構(gòu)、媒體機構(gòu)、印刷工人、 [36:48.28]and commercial artists are just a few examples of the types of people and organizations that contribute to a campaign. [36:54.48]廣告設(shè)計者等都是進行廣告宣傳活動所需的人員和公司。 [37:00.67]13 Implementation requires detailed schedules to ensure that various phases of the work are done on time. [37:06.57]實施過程中需要詳盡的計劃以確保不同階段的工作按時完成。 [37:12.48]Advertising management personnel must evaluate the quality of the work and make improvements when necessary. [37:18.04]廣告管理人員必須評估工作的質(zhì)量，一旦需要就進行改進。 [37:23.60]In some instances,changes have to be made during the campaign to make it more effective in meeting campaign objectives. [37:30.03]有時在制作過程中還要作些調(diào)整使之能更有效地滿足廣告的要求。 [37:36.45]New Words [37:37.55]單詞 [37:38.65]appetizing adj [37:39.71](指食物等)促進食欲的，開胃的 [37:40.77]circulation n [37:42.03]1)發(fā)行量 2)流通，流傳 [37:43.29]demographic adj [37:44.39]人口的，人口統(tǒng)計的 [37:45.49]execute v [37:46.50]執(zhí)行，履行，實施 [37:47.50]execution n [37:48.66]執(zhí)行，履行，實施 [37:49.81]geographic adj [37:50.82]地理上的 [37:51.82]implementation n [37:53.12]實施，貫徹 [37:54.42]planner n [37:55.37]計劃者，計劃制訂者 [37:56.32]platform n [37:57.39]1)(政黨的)政綱、政策宣言 2)講臺，舞臺 [37:58.45]printer n [37:59.20]印刷商，印刷工人 [37:59.96]regarding prep [38:00.91]關(guān)于，至于 [38:01.87]reproduction n [38:03.02]復(fù)制，翻版 [38:04.17]texture n [38:05.27]質(zhì)地，外感，手感 [38:06.37]Advertisement Appreciati [38:07.81]正確評價廣 [38:09.25]1.Love at first sight [38:10.76]一見鐘情 [38:12.27]It was love at first sight,I suppose. [38:14.07]我想這就是一見鐘情。 [38:15.87]And yet it wasn't just the way she looked. [38:17.87]然而，這并不僅僅是她看上去怎樣， [38:19.87]It was also the way she talked. [38:21.70]這還是她說得那樣。 [38:23.54]We'd been for a stroll in the country,one lazy,hazy summer Saturday. [38:27.30]這是一個使人懶洋洋、有著薄霧的夏天。在一個星期六，我們漫步在郊外， [38:31.06]I felt about sixteen again--walking close enough for our hands to keep touching in the hope that she might hang on. [38:37.00]我仿佛又回到十六歲——我和她走得很近，近得能碰到她的手，心里盼著她會緊緊握住我的手。 [38:42.94]At a little country pub overlooking Evesham vale,I popped the inevitable question. [38:46.90]在一個能俯瞰伊夫舍姆谷的小鄉(xiāng)村酒吧，我突然提出一個不可避免的問題。 [38:50.86]"I'll have a Jameson,"she replied. [38:52.27]“我要一杯詹姆森啤酒?！彼卮鸬馈? [38:53.67]"A what?" [38:54.30]“什么?” [38:54.93]"A Jameson.You know,the famous Irish Whiskey." [38:57.42]“一杯詹姆森啤酒。你知道那可是著名的愛爾蘭啤酒?！? [38:59.90]"Oh,"I said somewhat blankly. [39:02.04]“哦。”我毫無表情地說。 [39:04.18]"Haven't you tried it?"she said,laughing."Don't look so amazed,it's great. [39:08.34]“你從沒喝過?”她笑著說。“別看上去那么驚訝，它真的棒極了。 [39:12.50]Made form the finest Irish barley,the softest spring water,and it's distilled three times, [39:17.40]它是由上好的愛爾蘭谷物，軟性泉水，經(jīng)過三次蒸餾而成。 [39:22.29]so it's really smooth." [39:23.57]因此，味道醇和?！? [39:24.85]"Two Jamesons,please,"I said to the barman a moment later. [39:27.69]“兩杯詹姆森啤酒，”一會兒我對酒吧男侍者說道。 [39:30.54]And before going back to my partner I took a little sip--just to see if she was right. [39:34.77]在回到座位前，我嘗了一小口，看看她說得是否正確。” [39:39.00]"Was I right?"she said."I saw you taking a crafty swig!" [39:41.88]“我說得對嗎?”她說，“我看見你耍滑頭悄悄地喝了一大口!” [39:44.76]"Excellent taste,"I said [39:46.32]“很有口味，”我回答道。 [39:47.89]She raised an eyebrow quizzically and said,"Are you talking about me,or the Jameson?" [39:51.85]她抬了抬眉毛，挪揄地說，“你是說我啦，還是說詹姆森啤酒?” [39:55.81]2 Can you control how well you age? [39:57.99]你能控制好自己不顯年齡嗎? [40:00.16]Perhaps you've noticed while some women really show age,others seem to defy it. [40:04.48]或許你已經(jīng)注意到有些婦女的確很顯年齡，有些人似乎能抗拒歲月的侵蝕。 [40:08.80]Aging well is the result of many factors. [40:11.29]不顯年齡是多方面的結(jié)果。 [40:13.77]Heredity,exposure to the elements,and,of course,the way you care for your skin. [40:18.00]這與遺傳、風(fēng)吹日曬，當然，還有你對皮膚的護理有關(guān)。 [40:22.23]As you get older,your skin demands special care. [40:25.11]年齡越大，皮膚就越需要特別的護理。 [40:27.99]The kind you get from Oil of Olay. [40:30.03]這種加倍的呵護你能從玉蘭油美容霜中得到。 [40:32.06]The remarkable beauty fluid that works in mysterious ways. [40:35.25]這種奇妙的美容霜能產(chǎn)生奇妙的效果。 [40:38.43]You'll notice instantly how extraordinarily sheer and greaseless it feels. [40:41.74]你能感受到它超凡的清爽，不油膩。 [40:45.06]As each cool,light drop disappears under your touch,precious fluids work to replenish your skin's natural fluid supply. [40:51.73]每一滴清涼溫柔的乳液浸入你的肌膚，補充你皮膚所需的水分。 [40:58.41]One touch will tell you just how smooth,how silky your skin has become.Your skin will take on an altogether younger appearance as tiny lines mysteriously seem to fade from view. [41:07.88]只需一滴，你就能感覺到它是多么的滋潤，使你的肌膚柔和、光滑、細致，充滿自然光澤。連你臉上細小的皺紋都神奇般地消失得無影無蹤。 [41:17.35]Discover the mystery of Oil of Olay and discover younger looks at every age. [41:21.97]探索玉蘭油的神奇，探索你青春永駐的奧秘。 [41:26.60]3 Why did you stop asking for the window seat? [41:28.35]你為什么不再需要靠窗的座位呢? [41:30.09]Frequent travelers often forget that a flight can be a breaktaking experience, [41:33.82]經(jīng)常旅行的人通常忘記乘飛機是一種驚心動魄的感受， [41:37.54]not merely a means of transportation. [41:39.38]而不僅僅是一種交通工具。 [41:41.22]But at Hyatt,we believe every journey should be uplifting. [41:44.44]但是在海厄特酒店，每上一層樓都會給你那種體驗， [41:47.66]Even after you've landed. [41:48.92]即使你已經(jīng)下到底層。 [41:50.18]That's why we fill our hotels and resorts with so many opportunities to broaden your horizons. [41:55.22]這就是我們酒店和度假村能讓你開闊視眼的原因所在。 [42:00.26]Unique restaurants in the sky where you can dine with sparkling cities at your feet. [42:03.68]當你在酒店的頂層進餐時，燈火輝煌的城市就在你的腳下，多么的奇妙。 [42:07.10]Meeting room that free your imagination by opening to grand panoramas. [42:11.10]面對城市全景的會客廳任你的想象馳聘。 [42:15.09]And lobbies that greet you with spectacular architecture and dramatic vistas. [42:19.12]長廊用它雄偉壯觀的建筑，令人驚嘆的遠景迎接著你。 [42:23.16]Instead of merely a place to stay at your destination,a Hyatt is a destination in it self. [42:27.71]酒店是如此的美妙，酒店本身就是值得一游的地方。 [42:32.26]A place to experienc [42:33.52]一個令你想去探索的地方 [42:34.78]A window seat that always rewards you with a fresh perspective. [42:38.06]找一個靠窗的座位就足以給你帶來一個全新的景觀。 [42:41.34]So next time,ask to stay with the people Hyatt.We think you'll like what you see. [42:46.14]下次請下榻海厄特酒店，你一定會流連忘返。 [42:50.95]4 If you think it's hard getting to Mars,try getting to plaque three millineters below the gumline. [42:55.03]假如去火星很難，不妨試試探索牙齦下三毫米的齒菌斑。 [42:59.12]With all due respect to the Pathfinder program, [43:01.19]至于那探索者號的計劃， [43:03.26]exploring the farthest reaches of inner space can be almost as challenging. [43:07.15]探索太空內(nèi)部最遠端的星球?qū)嵲谑且粋€挑戰(zhàn)。 [43:11.04]That is,unless you have the sonicare sonic toothbrush. [43:14.69]那除非你擁有索尼卡爾牌超聲波牙刷。 [43:18.34]Not only does it remove plaque bacteria from the surface,its 31,000 brush storkes per minute [43:23.42]它不僅能除去牙齒表面的齒菌斑，其每分鐘31，000次的震動， [43:28.50]also create sonic waves which go beyond the reach of the bristles. [43:32.38]還能產(chǎn)生超聲波，進入牙刷所不能清洗的地方。 [43:36.27]Gently cleaning between teeth and even below the gumline. [43:39.55]輕柔的清洗牙齒、甚至牙齦的下部。 [43:42.82]In fact,sonicare removes hidden plaque bacteria between teeth better than the leading power brush. [43:48.19]事實上，超聲波護理能除去隱藏在牙齒里的細菌，效果比電動牙刷更好。 [43:53.55]So like the Mars Sojourner,we too like to seek our life forms in hard-to-reach places. [43:58.48]因此，象火星探索號，我們也喜歡探索口腔深處的生命形式。 [44:03.42]Only we blow them away. [44:05.09]不同的是我們是消除它。 [44:06.76]5 This is the truth. [44:07.86]這一切全是真的。 [44:08.96]Human beings do not come with odometers. [44:11.23]人類最初是沒有歷程計的。 [44:13.50]So how do you tell who is a serious runner? [44:15.44]你如何區(qū)分誰是真正的跑步者? [44:17.38]We don't believe serious runners are defined by how many miles they cover in a week. [44:21.11]我并不認為區(qū)分真正的跑步者應(yīng)由他一個星期跑多少哩來衡量。 [44:24.84]They're defined by how important running is in their lives. [44:28.06]而應(yīng)該看跑步在他生命中的重要程度。 [44:31.28]It doesn't matter why you run,or how far. [44:33.55]你為什么跑，跑多遠?這并不重要。 [44:35.82]If it's important to you,you're a serious runner to us. [44:38.66]重要的是跑步對你很重要，對我們來說你就是個真正的跑步者。 [44:41.50]That's why we work so hard to make great running shoes. [44:44.82]這也是我們努力工作生產(chǎn)質(zhì)量上乘跑鞋的原因。 [44:48.13]Because the goal of a running shoe is very simple. [44:50.47]跑鞋的目的很簡單， [44:52.81]To keep you running. [44:54.09]就是讓你不停地前進。 [44:55.36]The more comfortable you are,the more miles you'll run. [44:58.12]鞋穿得越舒服，你跑得就越遠。 [45:00.87]That's the idea behind the GEL-130. [45:04.29]那就是GEL-130的追求目標。 [45:07.71]6 LOSE FAT FAST NO DIETING [45:09.94]迅速減肥 [45:12.18]Are you tired of the diet-go-round? [45:13.74]你是否厭倦了不停地減肥? [45:15.31]Why torture yourself with diets that don't work? [45:17.83]為什么還要用那些不起作用的減肥產(chǎn)品折磨自己? [45:20.35]MELTAWAY REDUCING CANDY really works!MELTAWAY will help you lose weight the safe,natural,easy way! [45:26.52]速溶減肥糖才真正的有效。速溶減肥糖能幫助你安全地、無痛苦地、操作方便地減肥。 [45:32.70]SHED FAT LIKE MAGIC! [45:33.97]神奇般地揮灑你的脂肪。 [45:35.25]The unique MEL TAWAY formula breaks up those stubborn fat cells and melts them away! [45:39.21]獨特地速溶牌減肥糖的配方分解你體內(nèi)難以去掉的脂肪細胞并快速的溶解它們。 [45:43.17]MELTAWAY speeds up your body's natural fat burners. [45:45.73]速溶牌減肥糖能快速的產(chǎn)生酶， [45:48.28]Eat as much as you want--you still lose weight! [45:50.93]盡情地吃吧——你的體重仍會下降。 [45:53.58]SAFE AND EFFECTIVE! [45:55.02]安全而有效。 [45:56.46]Clinical studies have proven MELTAWAYREDUCING CANDY to be safe and effective. [46:00.65]臨床研究顯示速溶牌減肥糖安全有效。 [46:04.84]There are no unpleasant side effects when taken in the recommended doses. [46:08.64]按醫(yī)囑服用，無任何毒副作用。 [46:12.44]Lose 6 pounds in 48 hours! [46:14.51]48小時減6磅! [46:16.58]Lose 14 pounds in 7 days! [46:18.45]7天減14鎊! [46:20.32]Lose 21 pounds in 14 days! [46:22.55]14天減21磅! [46:24.79]7 Turn burglary into attempted burglary. [46:27.34]使小偷入室行竊的計劃不能付諸實現(xiàn) [46:29.90]When 3M Scotchshield UItra Safety and Security Film is applied to windows, [46:34.16]在窗戶上蒙上一層3M Scotchshield超安全薄膜， [46:38.43]it resists penetration and helps keep glass in place through attempted break-ins,storms, [46:43.09]它能在保持玻璃安然無恙的情況下抵抗?jié)B透并有助于抵御行竊的企圖、暴風(fēng)雨、 [46:47.75]even earthquakes. [46:49.07]甚至地震。 [46:50.38]It's another innovative 3M product that helps make your home more safe and comfortable. [46:55.13]本產(chǎn)品是改進型的3M產(chǎn)品，能使你的家更安全舒適。 [46:59.89]And one more result of our unique culture,which lets us make the leap from need to 3M innovation. [47:05.29]本產(chǎn)品的另一獨特之處使我們在對3M的需求中有一個飛躍。 [47:10.69]8 Diversity works. [47:11.68]8工作多樣化 [47:12.67]It has long made sense to us at IBM to welcome and value individual differences. [47:16.79]在IBM，歡迎并尊重有獨特個性的人士是很有道理的。 [47:20.91]We prove this commitment to our workforce every day.Programs such as employee networking groups, [47:26.38]這一點可以在我們每天的工作中得以證實。許多方案，如果雇用有著共同興趣的人士， [47:31.85]child/elder care, [47:33.60]建立托兒中心，養(yǎng)老院， [47:35.35]domestic partner benefits and flexible work hours help us attract and retain the best and most talented individuals. [47:42.38]家庭成員醫(yī)療和保險的福利，以及靈活的工作時間等，都有助公司吸引和留住最好的、最有才能的人士。 [47:49.42]And in our diverse marketplace,that's always good business. [47:52.41]由于我們的市場多樣化，這總是很好的生意。 [47:55.40]Proper Names [47:56.59]名稱 [47:57.77]Evesham [47:59.05](英國地名)伊夫舍姆谷 [48:00.33]Pathfinder [48:01.77]探險者，開創(chuàng)者 [48:03.21]Sojourner [48:04.27]旅居者，寄居者 [48:05.33]New Words [48:06.56]單詞 [48:07.78]amazed adj [48:08.77]驚奇的，吃驚的 [48:09.76]barley n [48:10.55]大麥，大麥粒 [48:11.35]blankly adv [48:12.14]茫然地，沒有表情地 [48:12.93]break-in n [48:13.83]非法闖入 [48:14.73]bristle n [48:15.56]刷子毛 [48:16.39]burglary n [48:17.32]入戶行竊 [48:18.26]burner n [48:19.01]燃燒物 [48:19.77]crafty adj [48:20.63]狡猾的 [48:21.50]dine v [48:22.13]進正餐 [48:22.76]eyebrow n [48:23.39]眉，眉毛 [48:24.02]fluid n [48:24.72]液體 [48:25.42]gently adv [48:26.18]溫柔地，輕柔地，輕輕地 [48:26.93]greaseless adj [48:27.83]無油膩狀物的，不油膩的 [48:28.73]gumline n [48:29.72]牙齦 [48:30.71]hazy adj [48:31.51]有薄霧的，模糊的 [48:32.30]innovative adj [48:33.16]革新的，新穎的 [48:34.03]melt v [48:34.85]融化，變軟，溶解 [48:35.68]millimeter n [48:36.82]毫米 [48:37.95]odometer n [48:38.65](車輛等的)里程計 [48:39.35]panorama n [48:40.22]全景 [48:41.08]pathfinder n [48:41.95]探路者，探索者 [48:42.81]penetration n [48:43.87]穿透，刺穿 [48:44.93]plaque n [48:45.69]齒菌斑 [48:46.45]quizzically adv [48:47.31]帶有疑問地，嘲弄地 [48:48.17]replenish v [48:49.07]補充 [48:49.97]shed v [48:50.80]去掉，除掉 [48:51.63]sheer adj [48:52.46]1)薄得透明的 2)完全的，徹底的，十足的 [48:53.29]silky adj [48:54.28]像絲一樣柔軟光潔的 [48:55.27]sojourner n [48:56.06]逗留者，旅居者 [48:56.85]sonic adj [48:57.84]聲音的，聲波的 [48:58.83]sparkling adj [48:59.69]閃耀的，閃爍的 [49:00.56]stubborn adj [49:01.31]1)難以移動、去除的 2)固執(zhí)的，頑固的 [49:02.07]swig n [49:02.74]大喝，吞咽 [49:03.40]traveler n [49:04.07]旅行者，旅游者 [49:04.73]ultra adj [49:05.49]超乎尋常的 [49:06.25]vale n [49:06.88]山谷 [49:07.51]vista n [49:08.37](尤指從狹長通道看出去的)景色，遠景 [49:09.23]whiskey n [49:09.90]威士忌酒

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