Insight PlusPart 1 – Global Brands

　　Insight PlusPart 1 – Global Brands（品牌）

Jackie: Welcome to bbclearningenglish.com and another chance to hear InsightPlus, a series first broadcast in 2001 that looks at the language of issuesyou hear about in the news. Today’s topic is Big Brands, companieswhich see the entire world as their market. Brands whose advertising,popularity, look and feel are in many respects the same from onecountry to another. The presenter¹ is Lyse Doucet.
　　Lyse: More and more, large Western and in particular American companiesare spreading their goods to the four corners of the earth in search ofnew markets and, of course, bigger profits. In recent months, theadvance of these multinationals² has hit the headlines. Global brands arethe topic of today’s Insight Plus - your guide to the language and issuesyou hear every day in the news.
　　ClipI’m wearing a Converse³ coat, Ralph Lauren shirt and Nike underneath⁴ it, Nike t-shirt….I'm wearing a GAP sweater but I think it's not as big of a deal because I bought it inthe States where I'm from and I think if you bought it here it'd be giving in moretowards buying the brand just because it's American or it's not something that startedhere ……… Today I'm wearing Nike trainers and I've got a Converse sweater on andmy trousers are from GAPTalk about English ?comLyse: To explore this continuing rise of big brands across the globe, let's takea look at a report by Rahul Sarnaik. It was broadcast on the BBCWorld Service programme, Insight. Here’s the first extract.
　　Clip“Coca-Cola, Microsoft, IBM, General Electric and Ford”
　　According to a survey based on their brand value, they're the world's top five corporatenames - and they're all from the USA. The number one brand-name, Coca-Cola, wasvalued in June 1999 at more than eighty-billion dollars. Is it true that these brands arepenetrating deeper into more and more markets around the world?
　　Lyse: A brand like the ones we heard - McDonalds, Coca Cola, Microsoft - ismore than a label, or the name of a product or company. A brandrepresents a set of values that the company wants the consumer toassociate with its products. These values go beyond the need for qualityor durability⁶. For example, some companies try and appeal to the youthmarket and its sense of adventure, whereas others target olderconsumers who may be more interested in luxury, comfort and prestige.
　　We heard in the report that the biggest brands worldwide are the oneswith the highest international brand value. Brand value is becomingincreasingly important. It’s about how well regarded a brand is by theconsumer or the buyer. It’s measured by looking at the status of thebrand in a market and whether people remain loyal - whether theycontinue to buy the product.
　　The report asks “Is it true that these brands are penetrating⁵ deeper intomore and more markets around the world?” In other words, are the bigAmerican names trying to establish themselves in more countries? Welllet’s find out as we listen to more of this report.
　　Talk about English ? BBC Learning EnglishPage 3 of 7bbclearningenglish.comClipIs it true that these brands are penetrating deeper into more and more markets aroundthe world? Yes, according to Richard Robinson, of the London-based business analysts⁸ （分析师）Data monitor:
　　Richard Robinson - Data MonitorIf you think about what's happened over the last 10 years or so there's been a massiveglobalisation of the media. The result of that has been that brand values and consumervalues around the world have homogenised to a certain degree. And that's really playedinto the hands of a lot of the big Western multi-national companies. For example fromthe soft drinks industry - Coca cola, Pepsi Cola - over the past 10 years they'veestablished massive distribution networks worldwide in markets where they werepreviously fairly under-representedLyse: According to business analyst⁷ Richard Robinson, the answer is yes. Thetop companies’ market penetration⁹ is increasing. And why? Well, didyou notice the word globalisation in the phrase “the globalisation of themedia”. What he means is that all over the world people now watch thesame TV channels, log on to the same websites, and read and listen tothe same news stories. As Richard Robinson says:
　　ClipRichard Robinson - Data Monitor…there's been a massive globalisation of the media. The result of that has been thatbrand values and consumer values around the world have homogenized to a certaindegree.
　　Lyse: The different types of media like television, print and the internet, havebeen crucial in “homogenizing values”. That means that in promotingthe same images and messages about certain products they have playedtheir part in making the values of brands and those of consumers moreTalk about English ? BBC Learning EnglishPage 4 of 7bbclearningenglish.comand more alike. What we admire, trust and enjoy, both about ourselvesand the things we buy, is becoming much the same wherever we are inthe world.
　　The global market and global brands are the subject of today’s InsightPlus from the BBC World Service - your guide to the language andbackground to the stories that stay in the news.
　　It’s not just the global media which has helped big brands to spreadtheir appeal. The changing political scene has also played a part. Thecollapse of Communism in Eastern Europe and the former SovietUnion, and the improvement in relations between the West and China,have meant that vast new markets have opened up for western goods.
　　Big brands have also been able to spread their influence because of theworldwide fascination¹⁰ with certain aspects of western life. Twointerviewees from Rahul Sarnaik’s report make this point. Shoba De isa novelist and media commentator¹¹ based in Bombay in India. ProfessorCary Cooper lectures in social psychology¹² at Manchester University inEngland. They both say that western culture has an “all-pervasiveinfluence” - its influence can be felt everywhere. To begin with, ShobaDe talks about how the big brands are making great advances - orinroads - into newer markets such as India. Although she says thatawareness of big brands - or brand consciousness - has always beenstrong there.
　　ClipShoba DeThey're making incredible inroads and more rapidly than I could have imaginedpossible even a couple of years ago. The brand consciousness has always been there inurban India because we have access to satellite television as well as importedTalk about English ? BBC Learning EnglishPage 5 of 7bbclearningenglish.commagazines, fashion magazines. But ever since our beautiful young ladies started to wininternational beauty titles I think the focus has changed and urban India seemsobsessed with labels of all kinds - particularly those coming out of Europe. And ofcourse the American sub-culture - that has such an all-pervasive¹³ influence on all of usProf Cary CooperWhat they see through films, through American Television is only the positive side andthat is what they aspire¹⁵ to, to wealth, to the visual side of wealth, i.e. the clothing thebrand name and the brand products. Countries in Eastern Europe, certain countries inthe Far East, in the Middle East… where they want the good life and don't see thepotential downsides of a society that's very much acquisition and money-driven.
　　Lyse: There are potential downsides or disadvantages of Western society -such as a perceived obession with money and gain, but much of theworld seems fascinated by it and some people even aspire to it. And thatplays into the hands - and indeed the pockets - of the big multi-nationalcompanies.
　　Take the McDonald’s food chain, it started in the 1950s and nowopens up on average 5 new restaurants（餐馆） a day somewhere in the world.
　　And Coca Cola - invented back in 1886 - now sells more than onebillion drinks every day. These two companies have operated globallyfor a long time but they were always considered an exception. Nowmore and more businesses are realising global branding is the key tosuccess. Companies are spending millions of dollars on branding in abid to build a powerful international image.
　　Talk about English ? BBC Learning EnglishPage 6 of 7bbclearningenglish.comClipYou feel that maybe that there’s more quality involved that you're maybe a bit moresure about the production methods, bit more secure about knowing things like that…Isee people wandering around with the big label brands and the clothes don't actuallylook any better - you've paid four times as much for something that actually looksworse, what's that about? ….Normally I do go for something which is quite popularbecause at least you know you're getting value for money, at least you're gettingsomething reputable…I think everybody knows about Coca Cola and Nike andeverything some of them and everyday you wear them as a good thing because there'sa convergence - everybody's going for the same trend. But there are bad things about itbecause everybody's so obsessed¹⁴ with his or her friends that they're spending a fortuneout of it just to have branded goods themselves…It's in some way a bit all pervasive, abit oppressive - there's a Starbucks on every corner…..Regional and culturaldifferences are becoming less important to the fashion industry and people are buyingsimilar clothes, looking for similar fashion regardless of whether it suits their locality,their person and just going for the image, this global image.
　　ClipFor the consumer, the branded good can bring a lot of benefits. A globally recognisedname offers reassurance¹⁶, security, and quality, as well as status. But it's actually morecomplex than that. While it's challenging for advertisers to promote a brand thatappeals across many different cultures, the long-term goal is to sell a way of life, notjust a product.
　　Lyse: Reassurance, security, quality, status - these are some of the reasonswhy big, international brands are popular. But as the report also pointsout, consumers aren’t just sensible shoppers they’ve also bought intothe image, the lifestyle, the very dream that big multi-nationalcompanies have carefully created.
　　Talk about English ? BBC Learning EnglishPage 7 of 7bbclearningenglish.comGlobal brands have hit the headlines recently. And not just for theirmarket penetration and end of year profits. Demonstrators havedisrupted big international trade meetings, campaigning againstglobalization and global business. They fear this relentless¹⁷ spread of bigbrands is posing a real threat to our communities, small business and theenvironment. And it could also mean the end of individuality. As RahulSarnaik says in his report, individual choice and expression could bebecome a thing of the past …ClipThe power of global marketing-strategies has been demonstrated by the inroads thatbranded Western goods are making across the globe. Some commentators¹⁸ havepredicted a future in which the world's young people will all dress alike, eat the samefood, listen to the same music, drive the same cars, and drink the same drinks.
　　Lyse: Today on Insight Plus we’ve heard how global branding is helping¹⁹ largemultinational companies make inroads into new markets. We’ve alsoheard that the globalization of the media - the fact that many of us arereading, watching, and listening to the same news and advertisements -has meant that the desires of the consumers and the promises made bythe big brands are converging²⁰ - they’re becoming the same.(本文由在线英语听力室整理编辑)

1 presenter   

n.（电视、广播的）主持人，赠与者

参考例句：

• Most people think being a television presenter is exciting.很多人认为当电视节目主持人是一件刺激的事情。
• The programme dispensed with its most popular presenter.这个节目最受欢迎的主持人被换掉了。

2 multinationals   

跨国公司( multinational的名词复数 )

参考例句：

• These local companies are only small fry compared with the huge multinationals. 同那些跨国公司比，这些当地的公司不过是小鱼小虾。
• Some people believe that the multinationals have too much power. 有人认为跨国公司的权力太大了。

3 converse   

vi.谈话，谈天，闲聊；adv.相反的，相反

参考例句：

• He can converse in three languages.他可以用3种语言谈话。
• I wanted to appear friendly and approachable but I think I gave the converse impression.我想显得友好、平易近人些,却发觉给人的印象恰恰相反。

4 underneath   

adj.在...下面，在...底下；adv.在下面

参考例句：

• Working underneath the car is always a messy job.在汽车底下工作是件脏活。
• She wore a coat with a dress underneath.她穿着一件大衣，里面套着一条连衣裙。

5 penetrating   

adj.（声音）响亮的，尖锐的adj.（气味）刺激的adj.（思想）敏锐的，有洞察力的

参考例句：

• He had an extraordinarily penetrating gaze. 他的目光有股异乎寻常的洞察力。
• He examined the man with a penetrating gaze. 他以锐利的目光仔细观察了那个人。

6 durability   

n.经久性，耐用性

参考例句：

• Nylons have the virtue of durability.尼龙丝袜有耐穿的优点。

7 analyst   

n.分析家，化验员；心理分析学家

参考例句：

• What can you contribute to the position of a market analyst?你有什么技能可有助于市场分析员的职务？
• The analyst is required to interpolate values between standards.分析人员需要在这些标准中插入一些值。

8 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

9 penetration   

n.穿透，穿人，渗透

参考例句：

• He is a man of penetration.他是一个富有洞察力的人。
• Our aim is to achieve greater market penetration.我们的目标是进一步打入市场。

10 fascination   

n.令人着迷的事物，魅力，迷恋

参考例句：

• He had a deep fascination with all forms of transport.他对所有的运输工具都很着迷。
• His letters have been a source of fascination to a wide audience.广大观众一直迷恋于他的来信。

11 commentator   

n.注释者，解说者；实况广播评论员

参考例句：

• He is a good commentator because he can get across the game.他能简单地解说这场比赛，是个好的解说者。
• The commentator made a big mistake during the live broadcast.在直播节目中评论员犯了个大错误。

12 psychology   

n.心理，心理学，心理状态

参考例句：

• She has a background in child psychology.她受过儿童心理学的教育。
• He studied philosophy and psychology at Cambridge.他在剑桥大学学习哲学和心理学。

13 pervasive   

adj.普遍的；遍布的，(到处)弥漫的；渗透性的

参考例句：

• It is the most pervasive compound on earth.它是地球上最普遍的化合物。
• The adverse health effects of car exhaust are pervasive and difficult to measure.汽车尾气对人类健康所构成的有害影响是普遍的，并且难以估算。

14 obsessed   

adj.心神不宁的,鬼迷心窍的,沉迷的

参考例句：

• He's obsessed by computers. 他迷上了电脑。
• The fear of death obsessed him throughout his old life. 他晚年一直受着死亡恐惧的困扰。

15 aspire   

vi.(to，after)渴望，追求，有志于

参考例句：

• Living together with you is what I aspire toward in my life.和你一起生活是我一生最大的愿望。
• I aspire to be an innovator not a follower.我迫切希望能变成个开创者而不是跟随者。

16 reassurance   

n.使放心，使消除疑虑

参考例句：

• He drew reassurance from the enthusiastic applause.热烈的掌声使他获得了信心。
• Reassurance is especially critical when it comes to military activities.消除疑虑在军事活动方面尤为关键。

17 relentless   

adj.残酷的，不留情的，无怜悯心的

参考例句：

• The traffic noise is relentless.交通车辆的噪音一刻也不停止。
• Their training has to be relentless.他们的训练必须是无情的。

18 commentators   

n.评论员( commentator的名词复数 )；时事评论员；注释者；实况广播员

参考例句：

• Sports commentators repeat the same phrases ad nauseam. 体育解说员翻来覆去说着同样的词语，真叫人腻烦。
• Television sports commentators repeat the same phrases ad nauseam. 电视体育解说员说来说去就是那么几句话，令人厌烦。 来自《简明英汉词典》

19 helping   

n.食物的一份&adj.帮助人的，辅助的

参考例句：

• The poor children regularly pony up for a second helping of my hamburger. 那些可怜的孩子们总是要求我把我的汉堡包再给他们一份。
• By doing this, they may at times be helping to restore competition. 这样一来, 他在某些时候,有助于竞争的加强。

20 converging   

adj.收敛[缩]的，会聚的，趋同的v.（线条、运动的物体等）会于一点( converge的现在分词 )；（趋于）相似或相同；人或车辆汇集；聚集

参考例句：

• Plants had gradually evolved along diverging and converging pathways. 植物是沿着趋异和趋同两种途径逐渐演化的。 来自辞典例句
• This very slowly converging series was known to Leibniz in 1674. 这个收敛很慢的级数是莱布尼茨在1674年得到的。 来自辞典例句