乔布斯传 第407期:致疯狂的人(3)

 Jobs and Clow agreed that Apple was one of the great brands of the world, 乔布斯和克劳一致认为苹果是世界上最伟大的品牌之一，

probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive¹ about it. 如果加上感情因素可能排进前五名，但是需要让大家意识到它的与众不同之处。

So they wanted a brand image campaign, not a set of advertisements featuring products. 所以他们想要一个品牌形象宣传，而不是一系列突出产品的广告。

It was designed to celebrate not what the computers could do, but what creative people could do with the computers. 其创意目的并不是赞美计算机可以做什么，而是赞美富有创造力的人们在计算机的辅助下可以做什么。

"This wasn't about processor speed or memory," Jobs recalled. "It was about creativity." “这不是在说处理器速度或者内存乔布斯回忆说，“而是在说创造力。”

It was directed not only at potential customers, but also at Apple's own employees: 它的目标受众不仅仅是潜在的顾客，还包括苹果自己的员工。

"We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. “我们苹果的员工已经忘记了自己是谁。要回想起你是谁的方法之一，就是要想起你的偶像是谁。

That was the genesis of that campaign." 这就是那次宣传活动的缘起。”

Clow and his team tried a variety of approaches that praised the "crazy ones" who "think different." 克劳和他的团队尝试了很多种方式去赞美那些“非同凡想”的“狂人”。

They did one video with the Seal song "Crazy" ("We're never gonna survive unless we get a little crazy"), 他们用席尔的歌曲《疯狂》（“若不疯狂，便会灭亡...”）做了一段视频，

but couldn't get the rights to it. 但是没能拿到这首歌的版权。

Then they tried versions using a recording² of Robert Frost reading "The Road Not Taken" 之后他们又尝试了各种版本，用过美国诗人罗伯特·弗罗斯特朗诵《未选择的路》的录音，

and of Robin³ Williams's speeches from Dead Poets Society. 也用过罗宾·威廉姆斯在《死亡诗社》中的演讲录音。

Eventually they decided⁴ they needed to write their own text; their draft began, "Here's to the crazy ones." 最终他们决定，需要撰写原创的广告词，于是他们开始写初稿，开头就是：“致疯狂的人。”

1 distinctive   

adj.特别的，有特色的，与众不同的

参考例句：

• She has a very distinctive way of walking.她走路的样子与别人很不相同。
• This bird has several distinctive features.这个鸟具有几种突出的特征。

2 recording   

n.录音，记录

参考例句：

• How long will the recording of the song take?录下这首歌得花多少时间？
• I want to play you a recording of the rehearsal.我想给你放一下彩排的录像。

3 robin   

n.知更鸟，红襟鸟

参考例句：

• The robin is the messenger of spring.知更鸟是报春的使者。
• We knew spring was coming as we had seen a robin.我们看见了一只知更鸟，知道春天要到了。

4 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。