乔布斯传 第691期:广告(1)

Advertising¹

广告

Jobs was not happy with the original ads for the iPad.

乔布斯对于iPad原来的广告并不满意。

As usual, he threw himself into the marketing²,

像往常一样，他全身心投入营销工作之中，

working with James Vincent and Duncan Milner at the ad agency (now called TBWA/Media Arts Lab), with Lee Clow advising from a semiretired perch³.

乔布斯同詹姆斯·文森特和邓肯·米尔纳一起合作，他们的广告公司现在改名为TBWA/Media Arts Lab，处于半退休状态的李·克劳也会给出一些建议。

The commercial they first produced was a gentle scene of a guy in faded jeans and sweatshirt reclining in a chair,

他们做出的第一个广告场景很温馨，一名男子穿着褪色的牛仔裤和运动衫，斜靠在椅子上，

looking at email, a photo album, the New York Times, books, and video on an iPad propped⁴ on his lap.

膝盖上放着iPad，他在上面查看邮件，浏览相册，阅读《纽约时报》，看电子书和视频。

There were no words, just the background beat of "There Goes My Love" by the Blue Van.

没有文字，只有蓝色面包车乐队的《来吧我的爱》作为背景音乐。

"After he approved it, Steve decided⁵ he hated it," Vincent recalled. "He thought it looked like a Pottery⁶ Barn commercial."

“史蒂夫批准了这个广告方案后，又发现自己很讨厌它，”文森特回忆道，“他觉得这片子看起来就像陶瓷谷仓家居店的广告一样。”

Jobs later told me: It had been easy to explain what the iPod was -- a thousand songs in your pocket

乔布斯后来告诉我：解释iPod是什么很容易--把1000首歌装进你口袋，

which allowed us to move quickly to the iconic silhouette⁷ ads.

我们很快就做出了标志性的剪影广告。

But it was hard to explain what an iPad was.

但是，很难说清楚iPad是什么。

We didn't want to show it as a computer, and yet we didn't want to make it so soft that it looked like a cute TV.

我们不希望把它展示成一台电脑，也不想把它弱化成一台可爱的电视机。

The first set of ads showed we didn't know what we were doing.

第一组广告表明我们不知道自己在做什么。

They had a cashmere and Hush⁸ Puppies feel to them.

它们太休闲，太惬意了。

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 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。

3 perch   

n.栖木，高位，杆；v.栖息，就位，位于

参考例句：

• The bird took its perch.鸟停歇在栖木上。
• Little birds perch themselves on the branches.小鸟儿栖歇在树枝上。

4 propped   

支撑，支持，维持( prop的过去式和过去分词 )

参考例句：

• He sat propped up in the bed by pillows. 他靠着枕头坐在床上。
• This fence should be propped up. 这栅栏该用东西支一支。

5 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。

6 pottery   

n.陶器，陶器场

参考例句：

• My sister likes to learn art pottery in her spare time.我妹妹喜欢在空余时间学习陶艺。
• The pottery was left to bake in the hot sun.陶器放在外面让炎热的太阳烘晒焙干。

7 silhouette   

n.黑色半身侧面影，影子，轮廓；v.描绘成侧面影，照出影子来，仅仅显出轮廓

参考例句：

• I could see its black silhouette against the evening sky.我能看到夜幕下它黑色的轮廓。
• I could see the silhouette of the woman in the pickup.我可以见到小卡车的女人黑色半身侧面影。

8 hush   

int.嘘，别出声；n.沉默，静寂；v.使安静

参考例句：

• A hush fell over the onlookers.旁观者们突然静了下来。
• Do hush up the scandal!不要把这丑事声张出去！