商业报道:微软携手杰瑞·宋飞

Microsoft hiring Seinfeld ... what's the deal?

The software giant taps the TV legend as part of a campaign to remake its image after repeated attacks by Apple. CNBC's Julia Boorstin reports.

I will, you know, those ads that portray¹ what’s about the Mac versus² the PC, and more basically, makes the Mac look pretty old-school and boring and stogy. Microsoft has decided³ they are not going to take it anymore, launching their own major ad campaign with a mega- comedy star to help spruce up its image. Julia Boorstin has the details. Hi, Julia.

Hi, Erin. Well, Microsoft is investing three hundred million dollars in the new campaign for Windows to remake its image as a consumer- friendly brand, hiring one of the most loved TV personnel these past few decades, Jerry Seinfeld, paying him reportedly 10 million dollars to appear along with Bill Gates in an ads that are to launch September 4th, aiming to reposition the Windows brand, to include Microsoft’s mobile and online consumer products, following on recent initiatives to reverse the negative perception of its latest operating system, Windows Vista⁴, which has been under attack.

This is a good sign I think, I think these campaigns, you know, especially given the size of how much money Microsoft will be spending, you know, I really hope that, you know, if it will help them do, you know, you know, spread their message across about their brand.

Their brand which has been under attack from Apple whose ads secure Microsoft’s image as its Apple’s products gain market share, sales in Mac computers growing 41% in the second quarter, compared to just 15% growth in the overall PC market. Well, echo on another analyst⁵ say reversing Microsoft’s brand perception is a crucial first step in this competitive environment, others say an image makeover, it’s far from enough.

We don’t believe that Seinfeld can save Microsoft, we don’t think that advertising⁶ is enough for itself, no matter who you get is going to be able to engage consumers to agree that they need it, and a big name is just a big dam.

Sources tell me this marketing⁷ campaign is part of a broader initiative. Not just to change the perception of Windows, but also to change the way consumers actually interact, with Microsoft and Windows brand products. So Erin we’ll have to see if this big name is big enough to jump-start a full body makeover.

1 portray   

v.描写，描述；画(人物、景象等)

参考例句：

• It is difficult to portray feelings in words.感情很难用言语来描写。
• Can you portray the best and worst aspects of this job?您能描述一下这份工作最好与最坏的方面吗？

2 versus   

prep.以…为对手，对；与…相比之下

参考例句：

• The big match tonight is England versus Spain.今晚的大赛是英格兰对西班牙。
• The most exciting game was Harvard versus Yale.最富紧张刺激的球赛是哈佛队对耶鲁队。

3 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。

4 vista   

n.远景，深景，展望，回想

参考例句：

• From my bedroom window I looked out on a crowded vista of hills and rooftops.我从卧室窗口望去，远处尽是连绵的山峦和屋顶。
• These uprisings come from desperation and a vista of a future without hope.发生这些暴动是因为人们被逼上了绝路，未来看不到一点儿希望。

5 analyst   

n.分析家，化验员；心理分析学家

参考例句：

• What can you contribute to the position of a market analyst?你有什么技能可有助于市场分析员的职务？
• The analyst is required to interpolate values between standards.分析人员需要在这些标准中插入一些值。

6 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。

7 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。