2006年VOA标准英语-The Marketing of Space

By Mil Arcega
Washington, D.C.
17 July 2006
 
watch Space Marketing¹ report

Companies eager to expand their market share are turning their attention to the sky and beyond.  In the age of globalization, space is the final frontier for advertisers.

----------

Valerie Neal   
  
Few backdrops on Earth can match the limitless possibilities of space.  And according to Valerie Neal, the curator for the National Air and Space Museum in Washington DC, space may be the ultimate in product placement for advertisers.

"Anything that is flown in space has increased value.  You can tell that from the collectors' market and the fact that museums collect objects that are flown in space," says Ms. Neal. "So it could be a real marketing bonanza² for manufacturers to be able to send products in space."

In 1985, soft drink makers³ Coca-Cola and Pepsi seized that opportunity when NASA approved an experiment to test the viability⁴ of carbonated drinks in space. Despite strict rules preventing the rival cola makers from exploiting the experiment -- called the Carbonated Beverage⁵ Dispenser Evaluation⁶, or CBDE -- Neal says the first unofficial taste test in space became a marketing coup⁷ for both companies.

 
An image from a Pizza Hut promotion 
  
"They both were really not interested that much in providing soda⁸ to the astronauts.  They were really interested in providing soda to the masses here on Earth," says Neal. "And even with NASA strictures about advertising⁹, each of them was now able to claim having been first in space."

In 2001, the marketing of space took a giant leap forward when Pizza Hut flew with the Russian Space Agency.  For about a million dollars, the fast food company gained worldwide publicity¹⁰ and bragging¹¹ rights as the first to deliver hot pizza in space.

Electronic retailer¹² Radio Shack¹³ followed soon after and filmed a commercial aboard the International Space Station featuring a Russian cosmonaut opening a Father's Day present.

Radio Shack has been able to capitalize on an association with space flights  
  
NASA has been reluctant to take part, but Neal says that could change. "NASA's rule has always been, 'no product endorsements¹⁴, generic¹⁵ entities¹⁶ only, and no commercial exploitation of flight on the shuttle.' Whether that will change in the future, who knows?  There's certainly continuing pressure."

Marketers say advertising could help fund scientific research if NASA relaxed its stance on product endorsements.  NASA says it is working with the Bush administration to conduct an agency wide evaluation for a commercialization strategy in space. 

1 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。

2 bonanza   

n.富矿带，幸运，带来好运的事

参考例句：

• Bargain hunters enjoyed a real bonanza today.到处买便宜货的人今天真是交了好运。
• What a bonanza for the winning ticket holders!对于手持胜券的人来说，这是多好的运气啊。

3 makers   

n.制造者，制造商（maker的复数形式）

参考例句：

• The makers of the product assured us that there had been no sacrifice of quality. 这一产品的制造商向我们保证说他们没有牺牲质量。
• The makers are about to launch out a new product. 制造商们马上要生产一种新产品。 来自《简明英汉词典》

4 viability   

n.存活(能力)

参考例句：

• What is required to achieve or maintain such viability? 要达到或维持这种生存能力需要什么？
• Scientists are experimenting to find ways to ensure the viability of seeds for even longer periods of time. 正如我们所说，科学家正在试验努力寻找让种子的生命力更加延长的方法。

5 beverage   

n.(水，酒等之外的)饮料

参考例句：

• The beverage is often colored with caramel.这种饮料常用焦糖染色。
• Beer is a beverage of the remotest time.啤酒是一种最古老的饮料。

6 evaluation   

n.估价，评价；赋值

参考例句：

• I attempted an honest evaluation of my own life.我试图如实地评价我自己的一生。
• The new scheme is still under evaluation.新方案还在评估阶段。

7 coup   

n.政变；突然而成功的行动

参考例句：

• The monarch was ousted by a military coup.那君主被军事政变者废黜了。
• That government was overthrown in a military coup three years ago.那个政府在3年前的军事政变中被推翻。

8 soda   

n.苏打水；汽水

参考例句：

• She doesn't enjoy drinking chocolate soda.她不喜欢喝巧克力汽水。
• I will freshen your drink with more soda and ice cubes.我给你的饮料重加一些苏打水和冰块。

9 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。

10 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。

11 bragging   

v.自夸，吹嘘( brag的现在分词 )；大话

参考例句：

• He's always bragging about his prowess as a cricketer. 他总是吹嘘自己板球水平高超。 来自辞典例句
• Now you're bragging, darling. You know you don't need to brag. 这就是夸口，亲爱的。你明知道你不必吹。 来自辞典例句

12 retailer   

n.零售商(人)

参考例句：

• What are the retailer requirements?零售商会有哪些要求呢？
• The retailer has assembled a team in Shanghai to examine the question.这家零售商在上海组建了一支团队研究这个问题。

13 shack   

adj.简陋的小屋，窝棚

参考例句：

• He had to sit down five times before he reached his shack.在走到他的茅棚以前，他不得不坐在地上歇了五次。
• The boys made a shack out of the old boards in the backyard.男孩们在后院用旧木板盖起一间小木屋。

14 endorsements   

n.背书( endorsement的名词复数 )；（驾驶执照上的）违章记录；（公开的）赞同；（通常为名人在广告中对某一产品的）宣传

参考例句：

• He must make much money on those tennis shoe endorsements he does. 他替那些网球鞋珍重广告，就赚了不少钱。 来自互联网
• But celebrity endorsements remain an important promotional tool for marketers. 尽管如此，邀明星助阵仍是营销人员重要的推广手段之一。 来自互联网

15 generic   

adj.一般的，普通的，共有的

参考例句：

• I usually buy generic clothes instead of name brands.我通常买普通的衣服，不买名牌。
• The generic woman appears to have an extraordinary faculty for swallowing the individual.一般妇女在婚后似乎有特别突出的抑制个性的能力。

16 entities   

实体对像； 实体，独立存在体，实际存在物( entity的名词复数 )

参考例句：

• Our newspaper and our printing business form separate corporate entities. 我们的报纸和印刷业形成相对独立的企业实体。
• The North American continent is made up of three great structural entities. 北美大陆是由三个构造单元组成的。