英国卫报：Gap是如何迷失自己的？(8)

　　Not everyone had the means to wear their Gap jeans with a designer jacket, of course, but the simplicity¹ of the brand’s clothing meant that it was versatile² enough to be incorporated into any number of looks.

　　当然，并不是每个人都有能力穿Gap牛仔裤和名牌夹克，但该品牌服装的简洁性意味着它的多功能性可以融入各种造型中。

　　“The secret power of Gap is that the product was meant to be a person’s own,” said Trey Laird, an advertising³ executive hired by Drexler in 2001 to work on Gap’s ads.

　　2001年，德雷克斯勒聘请广告主管特雷·莱尔德为Gap做广告，他说：“Gap的秘密力量在于，它的产品是一个人自己的。”

　　“If you were walking down the street, nobody would stop you and be like, ‘Oh my God, you’re wearing the Gap skinny black pants!’

　　“如果你走在街上，没人会拦住你说，‘天哪，你穿的是Gap紧身黑色裤子！’

　　They were your black pants.”

　　那就是你的黑色裤子。”

　　Gap made this message clear in its 1988 “Individuals of Style” advertising campaign, which became the blueprint⁴ for many of its later ads.

　　Gap在1988年的“个人风格”广告活动中明确表达了这一信息，这成为其后来许多广告的蓝图。

　　Shot by the biggest names in fashion photography, such as Patrick Demarchelier and Annie Leibovitz, the ongoing⁵ campaign featured black and white images of celebrities⁶ wearing Gap.

　　这场正在进行的活动由帕特里克·德马切利耶和安妮·莱博维茨等时尚摄影师拍摄，以明星穿着Gap的黑白照片为特色。

　　Spike⁷ Lee in a mock neck and khakis, Whoopi Goldberg in a hooded⁸ sweatshirt, Joan Didion and her daughter Quintana Roo in turtlenecks.

　　斯派克·李穿着半高领和卡其裤，乌比·戈德堡穿着连帽卫衣，琼·迪迪翁和她的女儿昆塔娜·鲁奥穿着高领毛衣。

　　The photos were simple and elegant.

　　这些照片简单而优雅。

　　The stars really did look as if they were wearing their own clothes, in their own way.

　　明星们看起来确实像是穿着自己的衣服，以他们自己的方式。

　　“I remember thinking that it was just so cool,” said Betts.

　　贝茨说：“我记得当时我觉得这太酷了。”

　　“You’d never seen that kind of stylised campaign on a mass market level before.”

　　你以前从来没有在大众市场层面上看到过这种时髦的宣传活动。

　　Over the years, everyone from Willie Nelson and Lucy Liu to Mikhail Baryshnikov and Amy Poehler appeared in ads for the brand.

　　多年来，从威利·纳尔逊、露西·刘到米哈伊尔·巴里什尼科夫和艾米·波勒，每个人都为该品牌拍过广告。

　　To sit for a Gap ad became almost a rite⁹ of passage.

　　为Gap广告代言几乎成了一种必经之路。

　　Working with Hollywood stars is now an obvious move for every brand that can afford it, but for a period of time, as Sternberg said, “They owned celebrity¹⁰.”

　　现在，与好莱坞明星合作是每个有能力负担得起的品牌的明显举动，但就像斯特恩伯格所说的那样在一段时间内，他们拥有了明星。

　　Gap found a way to make the idea of wearing the same clothes as everyone else seem cool.

　　Gap找到了一种方法，让“和其他人穿一样的衣服”看起来很酷。

　　In 1999, the brand released a trio of low-key but iconic TV commercials.

　　1999年，该品牌发布了三个低调但标志性的电视广告。

　　In one, a group of people wearing muted shades of blue and gray sat on a white set and sang portions of the Donovan song Mellow¹¹ Yellow as the camera panned around the room.

　　在其中一个广告中，一群穿着淡蓝色和灰色衣服的人坐在白色的布景上，唱着多诺万的部分歌曲Mlow Huang，随着镜头在房间里移动。

　　While some of the cast would later go on to become famous -- you can spot a young Rashida Jones in the group -- nobody stood out, as such.

　　虽然一些演员后来成名了--你可以在乐队中认出年轻的拉希达·琼斯--但没有人能脱颖而出。

　　The commercials were about being part of the group, recalled the ad’s director Pedro Romhanyi.

　　广告总监佩德罗·罗曼尼回忆说，这些广告是关于成为这个团体的一部分。

　　“I think one of the reasons Gap was so successful is that it appealed to people who wanted to look stylish¹² in the crowd, rather than stand out from the crowd,” he said.

　　他说：我认为Gap如此成功的原因之一是它吸引了那些想在人群中看起来时髦的人，而不是从人群中脱颖而出的人。

1 simplicity   

n.简单，简易；朴素；直率，单纯

参考例句：

• She dressed with elegant simplicity.她穿着朴素高雅。
• The beauty of this plan is its simplicity.简明扼要是这个计划的一大特点。

2 versatile   

adj.通用的，万用的；多才多艺的，多方面的

参考例句：

• A versatile person is often good at a number of different things.多才多艺的人通常擅长许多种不同的事情。
• He had been one of the game's most versatile athletes.他是这项运动中技术最全面的运动员之一。

3 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。

4 blueprint   

n.蓝图，设计图，计划；vt.制成蓝图，计划

参考例句：

• All the machine parts on a blueprint must answer each other.设计图上所有的机器部件都应互相配合。
• The documents contain a blueprint for a nuclear device.文件内附有一张核装置的设计蓝图。

5 ongoing   

adj.进行中的，前进的

参考例句：

• The problem is ongoing.这个问题尚未解决。
• The issues raised in the report relate directly to Age Concern's ongoing work in this area.报告中提出的问题与“关心老人”组织在这方面正在做的工作有直接的关系。

6 celebrities   

n.（尤指娱乐界的）名人( celebrity的名词复数 )；名流；名声；名誉

参考例句：

• He only invited A-list celebrities to his parties. 他只邀请头等名流参加他的聚会。
• a TV chat show full of B-list celebrities 由众多二流人物参加的电视访谈节目

7 spike   

n.长钉，钉鞋；v.以大钉钉牢，使...失效

参考例句：

• The spike pierced the receipts and held them in order.那个钉子穿过那些收据并使之按顺序排列。
• They'll do anything to spike the guns of the opposition.他们会使出各种手段来挫败对手。

8 hooded   

adj.戴头巾的；有罩盖的；颈部因肋骨运动而膨胀的

参考例句：

• A hooded figure waited in the doorway. 一个戴兜帽的人在门口等候。
• Black-eyed gipsy girls, hooded in showy handkerchiefs, sallied forth to tell fortunes. 黑眼睛的吉卜赛姑娘，用华丽的手巾包着头，突然地闯了进来替人算命。 来自辞典例句

9 rite   

n.典礼，惯例，习俗

参考例句：

• This festival descends from a religious rite.这个节日起源于宗教仪式。
• Most traditional societies have transition rites at puberty.大多数传统社会都为青春期的孩子举行成人礼。

10 celebrity   

n.名人，名流；著名，名声，名望

参考例句：

• Tom found himself something of a celebrity. 汤姆意识到自己已小有名气了。
• He haunted famous men, hoping to get celebrity for himself. 他常和名人在一起, 希望借此使自己获得名气。

11 mellow   

adj.柔和的；熟透的；v.变柔和；(使)成熟

参考例句：

• These apples are mellow at this time of year.每年这时节，苹果就熟透了。
• The colours become mellow as the sun went down.当太阳落山时，色彩变得柔和了。

12 stylish   

adj.流行的，时髦的；漂亮的，气派的

参考例句：

• He's a stylish dresser.他是个穿着很有格调的人。
• What stylish women are wearing in Paris will be worn by women all over the world.巴黎女性时装往往会引导世界时装潮流。