汉堡王在新广告中推出一款墨西哥卷饼汉堡

 　　With Burger King’s new ad featuring a hamburger looks like a burrito, or Pepsi’s revival¹ of its eery-looking clear cola, it seems that fast-food slingers are spending more time creating attention-grabbing concoctions² in their labs rather than fresh ideas in the kitchen.

　　汉堡王在新广告中推出了一款长得像墨西哥卷饼的汉堡，而百事可乐则重新推出了看着很诡异的透明可乐。看起来，快餐食品商们似乎将更多的时间花在了在实验室里研究夺人眼球的食物混搭组合上，而不是在厨房里发掘新点子。

　　In fact, bizarre combinations of otherwise familiar foods are coming in faster than people can get through them.

　　事实上，在人们能够接受这种常见食物的怪异组合前，它们往往已经纷至沓来。

　　With the Whopperito – Tex-Mex hamburger meat, smothered³ in cheese and wrapped in a flour tortilla – Burger King hopes to attract diners who find the Dr Frankenstein-like creation appealing.

　　通过推出Whopperito —— 将德克萨斯-墨西哥风味汉堡肉淋上芝士，再卷入墨西哥薄馅饼——汉堡王希望能够吸引那些喜欢科学怪人式餐品的顾客。

　　It’s just to get peoples’ attention to come in to the restaurants, says Alex Macedo, president of Burger King North America.

　　这只是希望能够引起人们注意，令他们光顾餐厅，汉堡王北美公司总裁亚历克斯?马赛多说道。

　　While Macedo says sales see a boost from limited edition menu options, they’re also important for keeping the brand relevant.

　　马赛多称限量版菜单的推出让销售额不断上涨，而这也对他们保持品牌的曝光度十分重要。

　　Not to be left behind, Pepsi Co is bringing back a cult⁴ favorite from its past, Crystal Pepsi – an unusual elixir⁵ of clear cola that has the same taste as the familiar fizzy brown stuff but which appears crystal clear.

　　百事可乐公司也不甘人后，带着一款过去深受大众喜爱的潮流饮料——水晶可乐（一款非同寻常的透明可乐饮料）强势回归。

　　The throwback returns to stores in the US this month for a limited run.

　　水晶可乐和我们所熟悉的棕色汽水味道无异，但它却是透明无色的。

　　Pepsi even recently hosted a free ’90s-themed concert in Manhattan to re-launch the soft drink which disappeared from shelves in 1994 following poor sales.

　　这款怀旧饮料于本月在美国限量上市。由于先前销量不佳，水晶可乐于1994年下架。而近期为了庆祝这款碳酸饮料重新上市，百事可乐甚至还在曼哈顿举办了一场免费的90年代主题演唱会。

　　With social media sharing and going viral now the modern kings of marketing⁶, junk food sellers are facing pressure to churn out social media-friendly – and sometimes borderline bizarre – products in order to stay in the eyes of their audience.

　　由于社交媒体即时分享和快速扩散的特性，为了能够长期留在公众视线中，现代的市场营销之王——垃圾食品商们需要大量生产便于社交媒体传播，有时甚至相当诡异的产品。

　　They want people tweeting things out, they want people taking pictures of their plate, because there’s more competition out there, says Dan Rene, senior vice⁷ president at US-based strategic communications firm Levick.

　　他们希望人们能为自己的产品发推，给食物拍照，而这样的竞争也日益激烈，总部位于美国的策略传播公司莱维克的副总裁，丹?雷内表示。

　　Trends are also moving at a faster pace than they used to, forcing companies to constantly come up with unconventional ideas in order to out-do one another.

　　和过去相比，潮流趋势变化得更快了，企业也不得不时常推陈出新，来盖过对手的风头。

　　Customers get bored very, very quickly, says Neil Saunders, CEO of retail⁸ research firm Conlumino in the US.

　　顾客们很容易就觉得无聊了，美国零售业调查公司Conlumino 的首席执行官，尼尔?桑德斯说道。

　　You have to work increasingly hard to get the message across.

　　你需要十分努力工作，才能将信息传播开来。

　　Sometimes that means reanimating products of yesteryear to lure⁹ loyal fans who may be enticed¹⁰ to spend their hard earned cash just to get a bite or sip¹¹ of nostalgia¹².

　　有时候，这也意味着重新推出过去的产品，从而吸引一些忠实顾客，用血汗钱为怀旧情怀买单。

　　In 2010, KFC came out with the Double Down, a sandwich made with two boneless chicken fillets in lieu of the bread.

　　2010年，肯德基推出了一款用两片无骨鸡柳代替面包而制成的三明治Double Down。

　　It sparked so much intrigue¹³ that the chain brought it back for a limited time in 2014.

　　这款产品引起了巨大反响，于是在2014年，肯德基将其作为限定产品重新上市。

　　Burger King also did something similar.

　　汉堡王也做过一些类似的活动。

　　Its chicken fries – essentially¹⁴ strips of chicken made to look like french fries – came to the market for a limited time in 2005, with the fast food giant deciding to give them a temporary resurgence¹⁵ in 2014.

　　它的鸡肉薯条——本质上就是长得像薯条的鸡肉条——于2005年作为限量产品上市。2014年，这个快餐业巨头决定暂时让其重返市场。

　　But following high sales of the chicken-based creation upon its temporary re-release, the company decided¹⁶ to upgrade it to a permanent fixture¹⁷ on the menu.

　　但由于这款鸡肉产品在限量供应期的火爆销售额，汉堡王后来决定将它升级为长期供应餐品。

　　It drove traffic, says Macedo.

　　这带来了更多客流，马赛多表示。

　　It brought in people that otherwise weren’t coming to.

　　它吸引了一些本不会光顾的客人。

　　That’s the biggest success.

　　这便是最大的成功。

1 revival   

n.复兴，复苏，（精力、活力等的）重振

参考例句：

• The period saw a great revival in the wine trade.这一时期葡萄酒业出现了很大的复苏。
• He claimed the housing market was showing signs of a revival.他指出房地产市场正出现复苏的迹象。

2 concoctions   

n.编造，捏造，混合物( concoction的名词复数 )

参考例句：

• We bearrived scientists and tested concoctions of milk, orange juice, and mouthwash. 咱们是科技家，尝试牛奶、橙汁和漱口水的混合物。 来自互联网
• We became scientists and tested concoctions of milk, orange juice, and mouthwash. 我们是科学家，尝试牛奶、橙汁和漱口水的混合物。 来自互联网

3 smothered   

（使）窒息， （使）透不过气( smother的过去式和过去分词 )； 覆盖； 忍住； 抑制

参考例句：

• He smothered the baby with a pillow. 他用枕头把婴儿闷死了。
• The fire is smothered by ashes. 火被灰闷熄了。

4 cult   

n.异教，邪教；时尚，狂热的崇拜

参考例句：

• Her books aren't bestsellers,but they have a certain cult following.她的书算不上畅销书，但有一定的崇拜者。
• The cult of sun worship is probably the most primitive one.太阳崇拜仪式或许是最为原始的一种。

5 elixir   

n.长生不老药，万能药

参考例句：

• There is no elixir of life in the world.世界上没有长生不老药。
• Keep your mind awake and active;that's the only youth elixir.保持头脑清醒和灵活便是保持年轻的唯一灵丹妙药。

6 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

7 vice   

n.坏事；恶习；[pl.]台钳，老虎钳；adj.副的

参考例句：

• He guarded himself against vice.他避免染上坏习惯。
• They are sunk in the depth of vice.他们堕入了罪恶的深渊。

8 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

9 lure   

n.吸引人的东西，诱惑物；vt.引诱，吸引

参考例句：

• Life in big cities is a lure for many country boys.大城市的生活吸引着许多乡下小伙子。
• He couldn't resist the lure of money.他不能抵制金钱的诱惑。

10 enticed   

诱惑，怂恿( entice的过去式和过去分词 )

参考例句：

• He enticed his former employer into another dice game. 他挑逗他原来的老板再赌一次掷骰子。
• Consumers are courted, enticed, and implored by sellers of goods and services. 消费者受到商品和劳务出售者奉承，劝诱和央求。

11 sip   

v.小口地喝，抿，呷；n.一小口的量

参考例句：

• She took a sip of the cocktail.她啜饮一口鸡尾酒。
• Elizabeth took a sip of the hot coffee.伊丽莎白呷了一口热咖啡。

12 nostalgia   

n.怀乡病，留恋过去，怀旧

参考例句：

• He might be influenced by nostalgia for his happy youth.也许是对年轻时幸福时光的怀恋影响了他。
• I was filled with nostalgia by hearing my favourite old song.我听到这首喜爱的旧歌，心中充满了怀旧之情。

13 intrigue   

vt.激起兴趣，迷住；vi.耍阴谋；n.阴谋，密谋

参考例句：

• Court officials will intrigue against the royal family.法院官员将密谋反对皇室。
• The royal palace was filled with intrigue.皇宫中充满了勾心斗角。

14 essentially   

adv.本质上，实质上，基本上

参考例句：

• Really great men are essentially modest.真正的伟人大都很谦虚。
• She is an essentially selfish person.她本质上是个自私自利的人。

15 resurgence   

n.再起，复活，再现

参考例句：

• A resurgence of his grief swept over Nim.悲痛又涌上了尼姆的心头。
• Police say drugs traffickers are behind the resurgence of violence.警方说毒贩是暴力活动重新抬头的罪魁祸首。

16 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

17 fixture   

n.固定设备；预定日期；比赛时间；定期存款

参考例句：

• Lighting fixture must be installed at once.必须立即安装照明设备。
• The cordless kettle may now be a fixture in most kitchens.无绳电热水壶现在可能是多数厨房的固定设备。