英语听力精选进阶版 7771

Helen: Now whatever we think of advertising¹ and branding or about the effect that it has on shoppers, we've got to admit that it's very clever and it's big business! But why does it work? You're listening to BBC Learning English. I'm Helen. Welcome to On the Town.

Sun Chen: 还有我，孙晨。我们在这个节目当中，会给你介绍很多伦敦很有意思的地方。我们今天要说的主题，就是品牌。

Helen: Brands.

Sun Chen: 还有广告。

Helen: Advertising.

Sun Chen: 我们今天先远离伦敦繁忙的商业区，我们要去的这家博物馆叫做品牌，包装和广告博物馆。

Helen: The museum's director, Robert Opie, has been collecting brands and packaging for the last 30 years so he was happy to tell us how it all began. As you listen, try to catch the three different types of products that Robert mentions. What does Robert mean by 'in bulk'?

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Well if you go back to say the middle of the 19th century, virtually all the products that were being produced at that time were sent to the grocer in bulk. And he would make up and blend his own specific teas or he would dole² out the dried fruits or the sugar or whatever it was. And it would be prepared in front of you and you could see what the product was.

Helen: Up until around 1850, the middle of the 19th century, the products that grocers sold were sent to them 'in bulk'. Did you work out what that means?

Sun Chen: Yes, 我们听到了 Robert 说到了三种东西，一个是茶 tea, 还有干果 dried fruit 和糖 sugar. 这些东西通常都是大量运送的，经常是装在大袋子里面。所以单词 bulk 的意思，就是大量的。

Helen: And at that time, the product would be prepared in front of you. So shoppers could see what they were getting when they paid for a pound in weight of tea, for example.

Sun Chen: 这个听起来很好啊，为什么商店现在不这么做了呢？现在所有的东西都已经是包装好的 packaging, 而且事先也都是处理过的。

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Come the packaging revolution, that all disappeared and why was that? Well, people were getting a bit wary³ about what the grocer was putting into his tea and so on. He was making up weights of that pound that you ordered with little bits of spurious, hmm, perhaps the sawdust from the floor even!

Helen: Yuck! Sawdust? That's certainly "spurious"; shavings of wood instead of pure tea?

Sun Chen: That's cheating! 没想到小卖部 grocer 为了增加分量，居然把地上的木屑，也加到糖和茶里面，来增加分量。怪不得人们现在都觉得小卖部没信誉了呢!

Helen: It was the dishonest grocer who brought on the packaging revolution. Of course, the people who made the products, the manufacturers.

Sun Chen: 制造商。

Helen: ...soon realised that packaging could mean new publicity⁴ opportunities.

Sun Chen: 新的宣传好机会。

Helen: As Robert puts it, "a whole new publicity angle". And customers got a few extras too!

Sun Chen: 我们来听听下面的两个例子。罗伯特跟我们说的这个肥皂的包装，出现在十九世纪八十年代。

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Once the manufacturer had control over his product, he could put recipes on, he could say this is the same quality as the time before. So the whole thing took on a whole new meaning and a whole new publicity angle.

I'm looking here at a Sunlight Soap packet, a brand that went right around the world. And the great way that they attracted customers to this was they offered a ￡1,000 reward if you could find anything wrong with the product. I mean that was a huge enticement⁵.

Helen: Ok, free recipes are quite useful but the soap product wins hands down for me!

Sun Chen: Sunlight 当时的这种肥皂包装，非常受消费者的喜爱。

Helen: No wonder it was so enticing⁶, tempting⁷ people worldwide.

Sun Chen: 这上面说，你要是发现产品有问题的话，你能得到一千英镑的奖励。

Helen: After all, a thousand pounds in the 1880s would have been a huge amount of money.

Sun Chen: 现在，一千英镑也不少啊！

Helen: Of course, branding and packaging is still about selling products but it's also about another sales message that keeps on changing.

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If you buy my brand, you become a hip⁸ kinda, cool kinda person. That's the kind of person you want to be. And of course, that'll continually change as our perception and our ideals change, as society changes.

Sun Chen: 这正是销售广告的目的。你要是买我们这个牌子，你就会变成最时尚的人。

Helen: And our perception of what's hip and what's cool will change as society changes.

Sun Chen: 随着社会和人们认知的变迁，广告也在随时改变，来适应人们的口味。

Helen: That's it for today's On the Town from BBC Learning English.

Sun Chen: 我们下次节目再见。

Helen: Bye bye.

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 dole   

n.救济，（失业）救济金；vt.（out）发放，发给

参考例句：

• It's not easy living on the dole.靠领取失业救济金生活并不容易。
• Many families are living on the dole since the strike.罢工以来，许多家庭靠失业救济金度日。

3 wary   

adj.谨慎的，机警的，小心的

参考例句：

• He is wary of telling secrets to others.他谨防向他人泄露秘密。
• Paula frowned,suddenly wary.宝拉皱了皱眉头，突然警惕起来。

4 publicity   

n.众所周知，闻名；宣传，广告

参考例句：

• The singer star's marriage got a lot of publicity.这位歌星的婚事引起了公众的关注。
• He dismissed the event as just a publicity gimmick.他不理会这件事，只当它是一种宣传手法。

5 enticement   

n.诱骗，诱人

参考例句：

• He fell victim to her enticement. 他被她的魅力征服了。
• He ought to curb his excessive internal desires and resist unreasonable enticement. 控制过度内欲、抵制不当外惑。

6 enticing   

adj.迷人的；诱人的

参考例句：

• The offer was too enticing to refuse. 这提议太有诱惑力，使人难以拒绝。
• Her neck was short but rounded and her arms plump and enticing. 她的脖子短，但浑圆可爱；两臂丰腴，也很动人。

7 tempting   

a.诱人的, 吸引人的

参考例句：

• It is tempting to idealize the past. 人都爱把过去的日子说得那么美好。
• It was a tempting offer. 这是个诱人的提议。

8 hip   

n.臀部，髋；屋脊

参考例句：

• The thigh bone is connected to the hip bone.股骨连着髋骨。
• The new coats blouse gracefully above the hip line.新外套在臀围线上优美地打着褶皱。