PBS高端访谈:企业都关注的六大发展趋势

 　　GWEN IFILL: We're bombarded with advertising¹ every day on TV, online, or just walking around the neighborhood. That's no accident.

　　The ad business spends over $160 billion a year on it. But even before the ad reaches your smartphone or whatever, manufacturers and other businesses are busy spotting trends before they take shape.

　　Economics correspondent Paul Solman went to California to take a peek² at that for our weekly segment Making Sense, which airs every Thursday on the NewsHour.

　　DEEDEE GORDON, Sterling³ Brands: When we talk about trends, we're capturing what's happening in the culture. We're talking about what is happening with consumer behavior.

　　PAUL SOLMAN: And what companies need to know what to prepare what is next, says trend maven DeeDee Gordon, who advises many of America's largest corporations on brand building and new product development.

　　DEEDEE GORDON: We look for opportunity and for white space, an opening here for us to create something.

　　PAUL SOLMAN: OK. The first significant cultural transformation⁴ in Gordon's latest guide to the cutting edge:

　　DEEDEE GORDON: Gender⁵-untethered. A lot of people are talking about gender right now because of Caitlyn Jenner, because of Laverne Cox and “Orange Is the New Black.”

　　The next big movement is this idea of being able to move in and out of gender. There is this woman who's actually an actress on “Orange Is the New Black,” and her name is Ruby⁶ Rose, and she identifies as being gender-fluid. She has some videos that she has posted online where she transforms from being a woman into a man.

　　PAUL SOLMAN: And institutional America is beginning to respond to the gender untethered trend.

　　DEEDEE GORDON: Fifteen hundred universities now that have gender-neutral housing, gender-neutral bathrooms. Even when you think about corporate⁷ America and H.R., they're having to learn and understand a new vernacular⁸, like, what do you call a person who is a he one day and a she the next?

　　PAUL SOLMAN: As Gordon points out in her report, products marketed explicitly⁹ by gender can put up to half of potential sales at risk. But what might a gender-untethered product look like?

　　DEEDEE GORDON: I wanted to create a physical product that allowed you to be fluid. This doll allows you to change the gender as you like. This is just our way of kind of pushing an idea out there and getting people to think about it differently.

　　PAUL SOLMAN: Gordon is president of the Innovation group of Sterling Brands, part of the Omnicom advertising and marketing¹⁰ conglomerate¹¹. She is based in the Los Angeles building that doubles as the set for a tech firm in the HBO series “Silicon Valley.”

　　But, to Gordon, one of the new trends is anti-tech, a growing desire for privacy.

　　DEEDEE GORDON: We call it conspicuous¹² isolation¹³. People are feeling very overwhelmed by all of the data out there and so they are trying to find ways of being on the grid¹⁴ while being off the grid.

　　NARRATOR: Are you concerned about wireless¹⁵ snooping?

　　DEEDEE GORDON: There's a wallet called the Block-It and it allows you to put your tech device inside this sleeve, so that there are no signals that can get to your device.

　　NARRATOR: Block-It Pocket helps you maintain your privacy in an ever increasingly wireless world.

　　DEEDEE GORDON: There is a pair of jeans that they have actually sewn this material into the pockets. So, there's no way anybody can hack¹⁶ your technology.

　　PAUL SOLMAN: And in the near future, there might be a privacy helmet that prevents cameras from capturing the wearer's face.

　　DEEDEE GORDON: The privacy helmet is not a real product. When we report on a trend, we like to showcase evidence that is out in the world that brings the trend to life, but we also like to future-cast where we think this trend can go.

　　PAUL SOLMAN: Gordon has been trend-spotting since the late '90s, when she was profiled in The New Yorker and later featured in a “Frontline” documentary as a cool hunter.

　　DEEDEE GORDON: There's a group of people who would go out and scour¹⁷ the street, looking for the next big thing and take that information and report it back to large companies who were trying to design for new culture.

　　PAUL SOLMAN: Gordon no longer hunts cool, a job that has been transformed by the Internet and social media, she says.

　　DEEDEE GORDON: It gets out there and it's like, everybody has it.

　　PAUL SOLMAN: She now takes a longer view.

　　DEEDEE GORDON: When I do my trend research, I'm looking for larger-scale movements that aren't going to quickly like go away.

　　PAUL SOLMAN: Like technology itself. For example:

　　DEEDEE GORDON: Hyper-experiences, people's need to be more immersed in products and in brands.

　　PAUL SOLMAN: Virtual reality.

　　DEEDEE GORDON: Virtual reality, Oculus Rift¹⁸, even looking at theme park culture and like the expectation that people have when they go to theme park destinations.

　　MAN: My favorite part was the heat and the speed, the drop, the whole ride, the wind, everything. It was so awesome¹⁹.

　　DEEDEE GORDON: Even if you look at what is happening in home, like Sonos, an entertainment system. It allows you to have music or any kind of audio playing throughout your house. They have done a partnership²⁰ with Philips, where it's now linked to lighting²¹, so you can create different moods within your own personal environment.

　　What is that going to mean for the workplace? What is that going to mean for automotive? What is that going to mean for when you go out and eat with your family on a Sunday night?

　　PAUL SOLMAN: A related trend, says Gordon, is life framing, taking pictures of your Sunday meal, for example, to post online.

　　DEEDEE GORDON: That trend is all about the documentation of experiences, how consumers are using photography to frame up these experiences to be able to elevate their status amongst their group of peers on their network.

　　Have you heard of Instasham?

　　PAUL SOLMAN: Instasham?

　　DEEDEE GORDON: It's a Web site where you can download pictures of any possible scenario²², like a wild party or a scene of hiking up a mountain. If I post it, then people are going to think that I did that.

　　PAUL SOLMAN: And what are the economic implications?

　　DEEDEE GORDON: Right now, consumers are more interested in experiences than in products. They want to be able to interact with other people. They want to be able to feel a connection. They want to be able to meet other people that feel — that are like-minded.

　　PAUL SOLMAN: In a phrase, experience over consumption, an example of the trend Gordon calls Frugeois.

　　DEEDEE GORDON: Frugeois, which is really our commentary on frugal²³ living. Millennials are extremely conscious of what they're spending, so they want things that are cheap, but that are designed to function, last and look really good. Fast fashion products like H&M or COS, which is a kind of more adult line from H&M.

　　PAUL SOLMAN: And one final trend on which Gordon advises her corporate clients:

　　DEEDEE GORDON: Our bulklash trend, which is all about single living.

　　PAUL SOLMAN: Bulk?

　　DEEDEE GORDON: Lash²⁴, bulklash.

　　PAUL SOLMAN: I see, so bulklash against buying in bulk.

　　DEEDEE GORDON: Correct.

　　If you're a single person and you're living in a small apartment with not a lot of storage, not a lot of capacity, like, you want to be able to buy just for you.

　　PAUL SOLMAN: And come to think of it, with baby boomers downsizing as well, this could be a trend for young and old alike.

　　This is economics correspondent Paul Solman reporting for the PBS NewsHour from Los Angeles, California, where I actually was.

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 peek   

vi.偷看，窥视；n.偷偷的一看，一瞥

参考例句：

• Larry takes a peek out of the window.赖瑞往窗外偷看了一下。
• Cover your eyes and don't peek.捂上眼睛，别偷看。

3 sterling   

adj.英币的(纯粹的，货真价实的)；n.英国货币(英镑)

参考例句：

• Could you tell me the current rate for sterling, please?能否请您告诉我现行英国货币的兑换率？
• Sterling has recently been strong,which will help to abate inflationary pressures.英国货币最近非常坚挺，这有助于减轻通胀压力。

4 transformation   

n.变化；改造；转变

参考例句：

• Going to college brought about a dramatic transformation in her outlook.上大学使她的观念发生了巨大的变化。
• He was struggling to make the transformation from single man to responsible husband.他正在努力使自己由单身汉变为可靠的丈夫。

5 gender   

n.（生理上的）性，（名词、代词等的）性

参考例句：

• French differs from English in having gender for all nouns.法语不同于英语，所有的名词都有性。
• Women are sometimes denied opportunities solely because of their gender.妇女有时仅仅因为性别而无法获得种种机会。

6 ruby   

n.红宝石，红宝石色

参考例句：

• She is wearing a small ruby earring.她戴着一枚红宝石小耳环。
• On the handle of his sword sat the biggest ruby in the world.他的剑柄上镶有一颗世上最大的红宝石。

7 corporate   

adj.共同的，全体的；公司的，企业的

参考例句：

• This is our corporate responsibility.这是我们共同的责任。
• His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。

8 vernacular   

adj.地方的，用地方语写成的；n.白话；行话；本国语；动植物的俗名

参考例句：

• The house is built in a vernacular style.这房子按当地的风格建筑。
• The traditional Chinese vernacular architecture is an epitome of Chinese traditional culture.中国传统民居建筑可谓中国传统文化的缩影。

9 explicitly   

ad.明确地，显然地

参考例句：

• The plan does not explicitly endorse the private ownership of land. 该计划没有明确地支持土地私有制。
• SARA amended section 113 to provide explicitly for a right to contribution. 《最高基金修正与再授权法案》修正了第123条，清楚地规定了分配权。 来自英汉非文学 - 环境法 - 环境法

10 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。

11 conglomerate   

n.综合商社，多元化集团公司

参考例句：

• The firm has been taken over by an American conglomerate.该公司已被美国一企业集团接管。
• An American conglomerate holds a major share in the company.一家美国的大联合企业持有该公司的大部分股份。

12 conspicuous   

adj.明眼的，惹人注目的；炫耀的，摆阔气的

参考例句：

• It is conspicuous that smoking is harmful to health.很明显，抽烟对健康有害。
• Its colouring makes it highly conspicuous.它的色彩使它非常惹人注目。

13 isolation   

n.隔离，孤立，分解，分离

参考例句：

• The millionaire lived in complete isolation from the outside world.这位富翁过着与世隔绝的生活。
• He retired and lived in relative isolation.他退休后，生活比较孤寂。

14 grid   

n.高压输电线路网；地图坐标方格；格栅

参考例句：

• In this application,the carrier is used to encapsulate the grid.在这种情况下，要用载体把格栅密封起来。
• Modern gauges consist of metal foil in the form of a grid.现代应变仪则由网格形式的金属片组成。

15 wireless   

adj.无线的；n.无线电

参考例句：

• There are a lot of wireless links in a radio.收音机里有许多无线电线路。
• Wireless messages tell us that the ship was sinking.无线电报告知我们那艘船正在下沉。

16 hack   

n.劈，砍，出租马车；v.劈，砍，干咳

参考例句：

• He made a hack at the log.他朝圆木上砍了一下。
• Early settlers had to hack out a clearing in the forest where they could grow crops.早期移民不得不在森林里劈出空地种庄稼。

17 scour   

v.搜索；擦，洗，腹泻，冲刷

参考例句：

• Mother made me scour the family silver.母亲让我擦洗家里的银器。
• We scoured the telephone directory for clues.我们仔细查阅电话簿以寻找线索。

18 rift   

n.裂口，隙缝，切口；v.裂开，割开，渗入

参考例句：

• He was anxious to mend the rift between the two men.他急于弥合这两个人之间的裂痕。
• The sun appeared through a rift in the clouds.太阳从云层间隙中冒出来。

19 awesome   

adj.令人惊叹的，难得吓人的，很好的

参考例句：

• The church in Ireland has always exercised an awesome power.爱尔兰的教堂一直掌握着令人敬畏的权力。
• That new white convertible is totally awesome.那辆新的白色折篷汽车简直棒极了.

20 partnership   

n.合作关系，伙伴关系

参考例句：

• The company has gone into partnership with Swiss Bank Corporation.这家公司已经和瑞士银行公司建立合作关系。
• Martin has taken him into general partnership in his company.马丁已让他成为公司的普通合伙人。

21 lighting   

n.照明，光线的明暗，舞台灯光

参考例句：

• The gas lamp gradually lost ground to electric lighting.煤气灯逐渐为电灯所代替。
• The lighting in that restaurant is soft and romantic.那个餐馆照明柔和而且浪漫。

22 scenario   

n.剧本，脚本；概要

参考例句：

• But the birth scenario is not completely accurate.然而分娩脚本并非完全准确的。
• This is a totally different scenario.这是完全不同的剧本。

23 frugal   

adj.节俭的，节约的，少量的，微量的

参考例句：

• He was a VIP,but he had a frugal life.他是位要人，但生活俭朴。
• The old woman is frugal to the extreme.那老妇人节约到了极点。

24 lash   

v.系牢；鞭打；猛烈抨击；n.鞭打；眼睫毛

参考例句：

• He received a lash of her hand on his cheek.他突然被她打了一记耳光。
• With a lash of its tail the tiger leaped at her.老虎把尾巴一甩朝她扑过来。