乔布斯传 第574期:波诺(7)

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Bono got Jobs to do another deal with him in 2006,

2006年，波诺和乔布斯又谈了一笔生意。

this one for his Product Red campaign that raised money and awareness¹ to fight AIDS in Africa.

这次是请苹果参与到波诺的“红计划”市场活动中来，这个活动呼吁为非洲的艾滋病预防项目募集资金、提升公众防病意识。

Jobs was never much interested in philanthropy, but he agreed to do a special red iPod as part of Bono's campaign.

乔布斯对慈善活动从来没什么兴趣，但这次他同意为波诺的活动做一款红色的iPod。

It was not a wholehearted commitment.

不过他并不是很情愿。

He balked², for example, at using the campaign's signature treatment of putting the name of the company in parentheses³ with the word "red" in superscript after it, as in (APPLE) RED.

比如他不喜欢此次活动的商标设计：把公司名用圆括号括起来，再把“RED”（红色）一词放在括号的右上角，就像这样：(APPLE)^RED。

"I don't want Apple in parentheses," Jobs insisted.

乔布斯坚持道:“我不希望把‘苹果’放在括号里。”

Bono replied, "But Steve, that's how we show unity⁴ for our cause."

波诺回应说：“但是史蒂夫，这是我们这个活动的统一标准。”

The conversation got heated -- to the F-you stage -- before they agreed to sleep on it.

他们的对话进入了白热化，一直到吐出了脏话，最后双方决定暂时搁置争议。

Finally Jobs compromised, sort of.

最终，乔布斯作了一些妥协。

Bono could do what he wanted in his ads,

波诺可以照自己的意思设计广告，

but Jobs would never put Apple in parentheses on any of his products or in any of his stores.

但是苹果的任何一款产品、任何一家零售店都不能出现把“苹果”放进括号里的标示。

The iPod was labeled (PRODUCT) RED , not (APPLE) RED.

新款iPod被标示为(PRODUCT)^RED，而不是(APPLE)^RED。

1 awareness   

n.意识，觉悟，懂事，明智

参考例句：

• There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。
• Environmental awareness has increased over the years.这些年来人们的环境意识增强了。

2 balked   

v.畏缩不前，犹豫( balk的过去式和过去分词 )；（指马）不肯跑

参考例句：

• He balked in his speech. 他忽然中断讲演。 来自《现代英汉综合大词典》
• They balked the robber's plan. 他们使强盗的计划受到挫败。 来自《现代英汉综合大词典》

3 parentheses   

n.圆括号，插入语，插曲（ parenthesis的名词复数 ）

参考例句：

• Irregular forms are given in parentheses . 不规则形式标注在括号内。
• Answer these questions, using the words in parentheses. Put the apostrophe in the right place. 用句后括号中的词或词组来回答问题，注意撇号的位置。 来自《简明英汉词典》

4 unity   

n.团结，联合，统一；和睦，协调

参考例句：

• When we speak of unity,we do not mean unprincipled peace.所谓团结，并非一团和气。
• We must strengthen our unity in the face of powerful enemies.大敌当前，我们必须加强团结。