[00:01.19]广告

[00:02.38]1 Many people are believers in their own immunity to advertising.

[00:05.31]许多人坚信自己对广告具有免疫力。

[00:08.24]These naive inhabitants of consumerland believe that advertising is childish,dumb,a bunch of lies,

[00:13.81]这些消费世界里的人们很天真，认为广告是幼稚的，愚蠢的，说着一大堆谎话。

[00:19.37]and influences only the masses of the less sophisticate

[00:22.48]很少能影响久经世故的人

[00:25.60]Their own purchases,they think,are made purely on the basis of value and desire,with advertising playing only a minor supporting role.

[00:33.35]他们认为他们购买物品纯粹是按照商品的价值和自己的需求，广告只起着微不足道的作用。

[00:41.11]2 Advertisers know better.

[00:42.66]对此，广告商要清楚得多。

[00:44.21]Although few people admit to being greatly influenced by ads,

[00:47.66]尽管很少的人承认受广告的影响。

[00:51.12]surveys and sales figures show that a well-designed advertising campaign has dramatic effects.

[00:56.92]调查和销售数据显示一个精心策划的广告浩动有着意想不到的效果。

[01:02.71]A logical conclusion is that advertising works below the level of conscious awareness and it works even on those who claim immunity to its message.

[01:11.23]由此可得出合乎逻辑的结论，广告是在人们不知不觉中起作用，甚至连自称对广告具有免疫力的人也不例外地受其影响。

[01:19.74]Ads are designed to have an effect while being laughed at,belittled,and all but ignored.

[01:25.18]设计广告就是要使它起作用，尽管有人嘲笑它，贬低它等，但是没有人能忽视它的存在。

[01:30.61]3 A person unaware of advertising's influence on him is precisely the one most vulnerable to the adman's attack.

[01:37.04]一个意识不到自己在受广告影响的人是最易被广告打动的人。

[01:43.46]Advertisers delight in an audience that believes ads to be harmless nonsense,for such an audience is rendered defenseless by its belief that there is no attack taking place.

[01:53.67]广告商最喜欢那些认为广告是一派胡言的人，因为他们没有意识到广告商在鼓动而毫无防范之心。

[02:03.88]The purpose of studying advertising is to raise the level of awareness about the persuasive techniques used in ads.

[02:10.72]研究广告的目的是为了提高人们对广告中所用的劝说技巧的认识水平。

[02:17.56]One of the simplest ways is through an analysis of the language of the advertising claim.

[02:22.70]最简捷的方法之一就是对广告词的语言的分析。

[02:27.85]4 The "claim"is the verbal or print part of an ad that makes some assertion of superiority for the product being advertised.

[02:36.02]“广告词”指的是宣传广告产品的口头语言或文字材料。

[02:44.20]A few of these claims are downright lies,some are honest statements about a truly superior product,

[02:50.28]有些广告词全都是谎言，有些对真正的优质产品也做实事求是的宣传，

[02:56.36]but most fall into the category of neither bole lies nor helpful consumer information.

[03:02.32]但大多数的广告既不是厚颜无耻的谎言，也不是有益于消费者的信息。

[03:08.28]They balance on the narrow line between truth and falsehood by a careful choice of words.

[03:14.00]他们靠精心的措辞在真实和谎言之间走钢索。

[03:19.73]5 The reason so many ad claims fall into the category of false information is that they are applied to parity products,

[03:26.50]这么多的广告词都提供虚假信息的原因是它们在为“雷同产品”做广告，

[03:33.26]those in which all or most of the brands available are nearly identical.

[03:37.37]而市场上所有或大多数牌子的类似产品几乎一模一样。

[03:41.47]Since no one superior product exists,advertising is used to create the illusion of superiority.

[03:48.13]既然没有什么产品真正具有优势，那就得用广告来炮制虚假的优势。

[03:54.79]The largest advertising budgets are devoted to parity products such as gasoline,cigarettes,

[04:00.75]广告预算开支最大的是为这些雷同产品做广告，如：汽油，香烟，

[04:06.71]beer and soft drinks,soaps,and various headache and cold remedies.

[04:11.55]啤酒，饮料，肥皂及医治头疼感冒的各类药物。

[04:16.39]6 The first rule of parity claims involves the Alice-in-Wonderland use of the words "Better"and "best".

[04:22.40]雷同产品的广告词第一条原则是荒诞地使用“更好”“最好”这两个词。

[04:28.42]In parity claims,"better"means"best "but "best"only means"equal to".

[04:33.46]在雷同产品的广告词中，“更好”意味着“最好”，而“最好”却只意味着“相同”。

[04:38.50]If all the brands are identical,they must all be equally good.

[04:42.29]既然所有的牌子的产品一样，它们肯定就一样的好。

[04:46.09]So "best "means that the product is as good as the other superior products in its category.

[04:51.24]因此，“最好”意味着这个产品与同类其它优质产品一样好。

[04:56.39]When Bing Crosby declared Minute Maid Orange Juice "the best there is",

[05:00.65]当Bing　Crosby声称“小少女”牌的橙汁是“最好”的时候，

[05:04.92]he meant it was as good as the other orange juices you can buy.

[05:07.91]它的意思是该橙汁与你能买到的其它橙汗一样好。

[05:10.90]Bing could not have said that Minute Maid is "better than any other orange juice".

[05:15.22]Bing不可能说“小少女”牌的橙汁比“任何其它的橙汁更好”。

[05:19.54]"Better"is a claim to superiority.

[05:22.36]“更好”才真正表示某产品具有优越性。

[05:25.19]They only time "better" can be used is when a product does indeed have superiority over other products in its category or when the "bette

[05:33.47]只有当一个产品确实优于同类的其它产品时，才能使用“更好”这个词，或者当“更好

[05:41.75]is used to compare the product with something other than competing brand

[05:45.62]使用于与其它产品相比而不是与商标相比

[05:49.49]An orange juice could therefore claim to be"better than a vitamin pill",

[05:52.89]所以某种橙汁可以声称它比“维他命药片好”，

[05:56.29]or even that it was "the better breakfast drink".

[05:59.41]或甚至可以说它是“更好的早餐饮料”。

[06:02.52]7 The second rule of advertising-claim analysis is simply that if any product is truly superior,

[06:07.85]分析广告词的第二条原则，如果某种产品真正具有某种优势，

[06:13.18]the ad will say so very clearly and will offer some kind of convincing evidence of the superiority.

[06:19.13]那么，广告词中会很明确地表达这一点，并会提供一些令人信服的证据来证实它的优越性。

[06:25.09]If an ad avoids mentioning a product's advantage over the competition,

[06:28.78]如果广告避口不提其宣传的产品比其它竞争产品更有优势，

[06:32.47]you can strongly suspect it is not superior-maybe equal to but not better.

[06:37.62]那么你就完全可以怀疑他的优越性——或许于其它同类产品不相上下。

[06:42.77]You will never hear a gasoline company say,

[06:45.13]你绝对不会听一家汽油公司说，

[06:47.48]"We will give you four miles per gallon more in your car than any other brand."

[06:51.88]“同其它牌子的汽油相比，我们的汽油每加仑能使你的汽车多跑四英里。”

[06:56.27]They would love to make such a claim,but it would not be true.

[06:59.85]它们当然想这样说，但这不是真实的情况。

[07:03.43]Gasoline is a parity product,and ,in spite of some very clever and deceptive ads of a few years ago,

[07:09.10]汽油是一个雷同产品，尽管几年前有一些巧妙的，带有欺诈性的广告，

[07:14.77]no one has yet claimed one brand of gasoline better than--and therefore superior to--any other brand.

[07:21.43]至今还没有人说某个广告声称某种牌子的汽油好过，因而优于任何其它牌子的汽油。

[07:28.09]8 To create the necessary illusion of superiority,advertisers usually resort to one or more of the following six basic techniques.

[07:35.38]为了炮制必要的虚假优势，广告商经常求助于以下六种基本技巧中的一种或几种方法。

[07:42.67]Each is common and easy to identify.

[07:45.12]每种技巧都很常见，很易识别。

[07:47.57]9 The Weasel Claim

[07:48.65]“鼬鼠”型广告词

[07:49.73]A weasel word is a modifier that almost contradicts the claim that is made.

[07:53.99]“鼬鼠”型的词语是一种修饰语，与广告词的意思几乎是相矛盾的。

[07:58.26]The expression "weasel word"is aptly named after the egg-eating habits of weasels.

[08:03.34]“鼬鼠型的词语”这个名称取得非常恰当，其典故来源于鼬鼠吃蛋的习惯。

[08:08.41]A weasel will suck out the inside of an egg,leaving it to appear intact to the casual observer.

[08:13.16]鼬鼠吃蛋时把鸡蛋吸空，如不经意地看鸡蛋还是完好无缺。

[08:17.92]Upon closer examination,the egg is discovered to be hollow.

[08:21.55]仔细一看才发觉鸡蛋是空的。

[08:25.19]Words or claims that appear substantial at first glance but disintegrate into hollow meaninglessness on analysis are weasels.

[08:32.32]于是，那些乍一看有实质内容，但是推敲起来却空洞无物的被称为“鼬鼠”型广告型。

[08:39.44]Samples of Weasel Claims

[08:41.51]“鼬鼠”型广告词实例

[08:43.58]"Listerine fights bad breath."

[08:45.29]“利斯特灵，抵御口臭。”

[08:47.00]"Fights",not "stops".

[08:48.61]是“抵御”，而不是“消除”。

[08:50.21]"Only half the price of many color sets."

[08:52.67]“是许多牌子彩电价格的一半。”

[08:55.14]"Many",not "all".

[08:57.14]是“许多”，而不是“所有”。

[08:59.14]The claim does not say that the television set is the cheapest,

[09:02.88]该广告词并没有说这种彩电是最便宜的。

[09:06.62]it says that the set is cheaper than many other sets.

[09:09.67]只是说比其它许多牌子的彩电便宜。

[09:12.71]10 The "Water Is Wet "Claim

[09:14.78]“水是湿的”型广告

[09:16.85]"Water is wet"claims say something about the product that is true for any brand in that product category.

[09:22.52]“水是湿的”型广告词讲了一些同类产品中任何牌子都适用的话。

[09:28.19]The claim is usually a statement of fact,

[09:30.94]这类广告词通常都是讲的事实，

[09:33.70]but not a real advantage over the competition.

[09:36.40]但是说的不是竞争中的真正优势。

[09:39.10]Samples of "Water Is Wet"Claim

[09:41.27]“水是湿的”型广告实例

[09:43.45]"Rheingold:the natural beer"

[09:45.16]“雷津啤酒，真正的天然啤酒。”

[09:46.87]Made from grains and water as are other beers.

[09:49.23]和其它啤酒一样，都是用谷物和水酿成。

[09:51.59]"SKIN smells differently on everyone."

[09:53.71]“丝姬牌香水让每一个人散发出不同的气息。”

[09:55.84]As do many perfumes.

[09:57.38]许多香水都具有这种效果。

[09:58.93]11 The "So What"Claim

[10:00.59]“那又如何”型广告词

[10:02.24]This is the kind of claim to which the careful reader will react by saying."So what?"

[10:06.76]对这类广告词细心的观众会反问：“那又如何呢?”

[10:11.28]A claim is made that is true but gives no real advantage to the produc

[10:15.08]这类广告词说的是真实情况，但说的不是该产品的真实优势

[10:18.88]This is similar to the "water is wet"claim except that it claims an advantage that is not shared by most of the other brands in the product category.

[10:26.08]这与“水是湿的”一样，所不同的是，它提出的优势是其它同类产品中的大多数品牌所不具有的

[10:33.28]Samples of"So What"Claims

[10:35.69]“那又如何”型广告词实例：

[10:38.10]"Geritol has more than twice the iron of ordinary supplements."

[10:41.56]“盖维特所含有的微量元素铁是一般产品的两倍以上。”

[10:45.01]But is it twice as beneficial to the body?

[10:47.24]但这是否对人体也有两倍的好处呢?

[10:49.48]"Campbell's gives you tasty pieces of chicken and not one but two chicken stocks."

[10:54.23]“康柏尔使你享有美味的鸡块，配有两份鸡汁，两不是一份。”

[10:58.98]Does the presence of two stocks improve the taste?

[11:01.81]两份鸡汁是否使味道更好呢?

[11:04.63]12 The Scientific or Statistical Claim

[11:06.76]“科学或数据”型广告词：

[11:08.88]This kind of ad uses some sort of scientific proof or experiment,

[11:12.75]这类广告使用科学证据或实验，

[11:16.62]very specific numbers,or a mystery ingredient that sounds impressive.

[11:20.54]非常具体的数字，或者采用深入人心的“秘方”。

[11:24.47]Samples of Scientific of Statistical Clains

[11:27.69]“科学或数据”型广告词实验：

[11:30.91]"Wonder Bread helps build strong bodies in twelve differen ways."

[11:34.66]“万德牌面包用十二种方法帮助你强身健体。”

[11:38.40]Even the weasel "helps"did not prevent the FTC from demanding that this ad be with-drawn.

[11:43.84]即使使用了“帮助”这个“鼬鼠”型的广告词也无法阻止联邦贸易委员会下令取缔这个广告。

[11:49.27]But note that the use of the number"twelve"makes the claim far more believable than if it were taken out.

[11:54.71]但务必注意，使用数字“十二”使广告听起来比不用这个数字要可信得多。

[12:00.14]"Easy-Off has 33 percent more cleaning power than another popular brand."

[12:04.30]“洁力牌清洁剂去污力要比另一种流行品牌的强33%。”

[12:08.46]"Another popular brand"often translates as some other kind of over cleaner sold somewhere.Also,the claim does not say Easy-Off works 33 percent better.

[12:17.33]“另一种流行品牌”常常被理解为某个地方销售的一种烤箱清洁剂。

[12:26.21]13 The "Compliment the Consumer"Claim

[12:28.44]“奉承顾客”型广告词

[12:30.67]This kind of claim flatters the consumer.

[12:32.98]这类广告采用奉承顾客的方法。

[12:35.28]Samples of"Compliment the Consumer"Claim

[12:38.21]“奉承顾客”型广告词的实例

[12:41.15]"If you do what is right for you,no matter what others do,then RC Cola is right for you."

[12:46.06]“你若要做适合自己的事，而不是随波逐流，那么RC可乐是你明智的选择。”

[12:50.98]"You pride yourself on your good home cooking..."

[12:53.62]“你为你在家的烹饪技术而骄傲……”

[12:56.27]"The lady has taste."

[12:57.82]“选择本产品的女士最有品味。”

[12:59.36]14 The Rhetorical Question

[13:00.84]“修辞型问句”型广告词

[13:02.32]This technique demands a response from the audience.

[13:05.25]这种技术需要观众的响应。

[13:08.18]A question is asked and the viewer or listener is supposed to answer in such a way as to affirm the product's goodness.

[13:14.79]一个问题的提出期望观众做出回答，以此对产品的优点做出肯定。

[13:21.40]Samples of Rhetorical Questions

[13:23.77]“修辞型问句”广告词的实例

[13:26.15]"Plymouth--isn't that the kind of car America wants?"

[13:29.08]“普利茅斯——难道不是美国人所梦想要的汽车吗?”

[13:32.02]"What do you want most from coffee?That's what you get most from Hills."

[13:35.65]“你最想从咖啡中得到什么?希尔思牌咖啡最能满足你的需求。”

[13:39.29]15 Whether you realize it or not,you are persuaded by advertisers to buy certain products.

[13:43.91]不管你意识到或否，广告商无时无刻不再诱劝你去购买某些产品。

[13:48.54]Even if you peer into the refrigerator during televised ads,or close your eyes when you drive past billboards,

[13:53.74]即使在电视上播放广告时你在往冰箱里张望，即使你开车驶过广告牌时闭上双眼。

[13:58.94]commercials are working on you.

[14:01.36]你还是会受广告的影响。

[14:03.77]New Words

[14:03.27]单词

[14:02.77]adman n

[14:03.97]广告商

[14:05.18]affirm v

[14:06.33]证实，确认

[14:07.48]aptly adv

[14:08.55]适当地，恰当地

[14:09.61]believable adj

[14:10.56]可相信的

[14:11.52]belittle v

[14:12.27]轻视，小看，贬低

[14:13.03]cleaner n

[14:13.75]去污剂

[14:14.47]cola n

[14:15.39]可乐

[14:16.30]cooking n

[14:17.11]烹饪

[14:17.92]deceptive adj

[14:18.99]骗人的，容易使人上当的

[14:20.05]defenseless adj

[14:21.25]无防御的，无保护的，无助的

[14:22.46]downright adj

[14:23.61]彻头彻尾的，完全的，十足的

[14:24.76]hollow adj

[14:25.68]1)空的，中空的，空心的 2)空洞的，无价值的

[14:26.60]maid n

[14:27.46]1)少女，未婚的年轻女子 2)女仆

[14:28.33]meaninglessness n

[14:29.53]无意义

[14:30.74]modifier n

[14:31.75]修饰语，修饰成分

[14:32.76]nonsense n

[14:33.62]胡说八道

[14:34.48]observer n

[14:35.35]观察者

[14:36.21]oven n

[14:36.88]烤炉，烤箱

[14:37.54]pariy n

[14:38.35]相同，相等

[14:39.16]render v

[14:40.17]使得，使成为

[14:41.18]rhetorical adj

[14:42.44]修辞的

[14:43.70]suck v

[14:44.56]吮吸

[14:45.43]superiority n

[14:46.83]优越(性)，优势，优等

[14:48.24]supporting adj

[14:48.96]次要的，辅助性的

[14:49.68]tasty adj

[14:50.49]美味的，可口的，好吃的

[14:51.30]televise v

[14:52.56]用电视播放，用电视放映

[14:53.82]weasel n

[14:54.97]鼬，黄鼠狼

[14:56.12]wonderland n

[14:57.27]仙境，奇境

[14:58.42]Insights into Advertising

[14:59.86]洞悉广告

[15:01.30]1 Advertising is a universal enterprise.

[15:03.19]广告制作是一个多方面的艰巨复杂的工作。

[15:05.08]Anyone who watches Chinese TV ads for pills that claim the power to increase a young person's height by several centimeter

[15:09.73]任何人看了中国为药品所作的广告，那些广告声称有让年轻人增高几厘米的功效

[15:14.37]make fat men and women thin and attractiv

[15:16.30]有使肥胖的男士、女士变瘦，变得有魅力

[15:18.22]or even increase the length of legs is aware of the insidious nature of advertisin

[15:21.50]甚至能增加腿的高度，人们都会意识到广告的潜在的特性

[15:24.78]The same types of unfounded claims are made everywhere,although they are better regulated in some countries than others.

[15:29.82]尽管同其它一些国家相比，有些国家对类似的毫无根据的广告有很好的规定，但是他们还是无处不在。

[15:34.86]2 A case study of a venture into American advertising by a friend of mine might be helpful in understanding how ads are born and how they are used.

[15:40.71]我的一位朋友对美国广告的一次实例研究或许有助我们了解广告是如何制作、如何运用。

[15:46.56]This story involves the young U.S.couple,Jane and John Doe,in the innocent,

[15:49.54]故事讲的是一对不世故、年轻的美国夫妇，珍妮和约翰，

[15:52.53]early years of their professional development.

[15:55.00]教学生涯早期的事情。

[15:57.46]3 Jane and John were a rather ordinary faculty couple with several years of teaching experience in a Midwestern university.

[16:02.22]珍妮和约翰是美国中西部一所大学有着几年教学经验的普通的教学员工。

[16:06.97]Being somewhat ambitious as well as naive,

[16:08.71]他们雄心勃勃、又有些天真，

[16:10.46]They decided to extend their graduate education by attending a prestigious university in New York City.

[16:14.62]他们想去纽约市一所很有声望的大学进修攻读硕士学位。

[16:18.78]In addition to being naive,the Does were also financially limited.

[16:21.82]除了过于天真，Does夫妇财经紧张。

[16:24.86]They lived frugally,worked hard,but their limited savings were being exhausted by the high costs of living in New York City's uptown Manhattan area.

[16:31.11]他们生活俭朴，工作勤勉，但是他们有限的积蓄因居住在纽约曼哈顿住宅区的高消费而逐渐耗尽。

[16:37.35]Matters were complicated when Jane and John dreamed of studying and traveling in the Caribbean islands,

[16:41.46]珍妮和约翰想去加勒比海研究并旅行的梦想使事情更复杂，

[16:45.56]an idea which seemed unlikely in view of their near-poverty level life style.

[16:49.03]这个念头对于他们近乎贫穷的生活水平来说似乎不可能实现的。

[16:52.51]4 As frequently happens,but more often in dreams than in reality--a"silver lining"appeared in the cloudy future of the Does.

[16:57.26]同现实生活相比，更多的是在梦境中出现的事情发生了。在他们未来的阴郁生活中出现了一线希望。

[17:02.01]A popular TV show was recruiting out-of-town people in an attempt to increase their market share among competitive TV quiz shows,

[17:07.81]一家受观众欢迎电视节目招募非本市的人员，试图在竞争力强的电视智力竞赛节目中扩大他们的收视率，

[17:13.60]all of which were sponsored by advertising.

[17:15.46]而这一切费用都是由广告承担。

[17:17.31]An acquaintance of the Does had appeared on the show and was urged to tell his friends to try out as well.

[17:21.04]Does夫妇的一位朋友已经参入过本节目，并告知请他的朋友也来试试。

[17:24.76]John decided to try out for the show.

[17:26.31]约翰决定在节目中小试身手。

[17:27.86]John was accepted and succeeded in winning about $ 700 in prizes on the TV show.

[17:31.48]约翰在本节目中赢得700美元的奖金。

[17:35.10]This made their trip to the Caribbean possible.

[17:36.93]这使得他们加勒比海之行成为可能。

[17:38.77]5 John's good luck was,however,not finished.

[17:40.75]然而，约翰的好运并未结束。

[17:42.73]The day after John's appearance on the TV show

[17:44.62]约翰上电视节目后的一天，

[17:46.51]he received a phone call from a talent recruiter for a large advertising firm in New York City.

[17:50.13]他接到一个来自纽约市一家大的广告公司的电话，电话是该公司的一位很有才华的招募者打来的。

[17:53.74]The recruiter had noticed that John's voice was picked up clearly by the studio microphones of the TV show,

[17:57.96]他发现约翰的嗓音通过电视节目的麦克风听起来非常清晰，

[18:02.17]and that John's open personality suggested he might be a candidate for making a commercial TV ad.

[18:05.93]而且他开朗的性格也可能使他成为一位电视广告的候选人。

[18:09.69]John asked about the product concerned,and was told it was a medication which had first been developed as a treatment for allergies and colds,

[18:15.20]约翰询问了有关产品的一些情况，并得知这是一种新研制出来的治疗过敏症和感冒的药物，

[18:20.71]but was bing marketed as a non-prescription pill for inducing sleep.

[18:23.95]它是以容易诱发嗜睡的非处方药品面世。

[18:27.19]"E Z SLEEP"had been expenxive to develop,but not successful when used for allergies and common colds.

[18:31.60]“E Z SLEEP"”的研制费用很大，但治疗过敏和一般感冒的疗效却并不显著。

[18:36.01]6John had reservations about endorsing a medical product he knew nothing about,

[18:39.05]约翰对自己一无所知的医药产品持有保留意见，

[18:42.09]but having had his financial potential aided from the TV quiz show experience,

[18:45.76]但由于有了电视智力竞赛节目中所获得的经济潜力，

[18:49.44]he agreed to at least visit the office of the advertising company.

[18:51.70]他同意至少去拜访一下广告公司的办公间。

[18:53.97]He spent about three hours in the elegant offices of the company.

[18:56.38]他在那家装修优雅的办公间里逗留了三个小时。

[18:58.80]The Vice-President,writers and managers all convinced him that the product had zero mammalian toxicity in several tests,

[19:04.27]副总裁，广告词的作者和部门经理都向他保证该产品经过多次在哺乳动物身上的试验。结果表明无任何毒副作用。

[19:09.74]but that its effects were only about the same as a placebo when tested in clinicar trials.

[19:13.50]但是经临床测试，其效果与一种安慰剂的作用差不多，

[19:17.26]Jone was assured that he was not asked to endorse the product,but only to play the part of an "actor" in a commercial advertisement at a prominent TV studio.

[19:23.55]并向他保证他不需要说他使用过并喜欢该产品，他所要做的只是在一家知名电视台的一则电视广告片中的扮演一名“演员”的角色。

[19:29.83]The studio work crew included 28 persons from makeup artists,to video cameramen,set designers,director and legal representatives.

[19:35.68]电视台的工作人员共28人，有化妆师、摄影师、场景设计师、导演和法人代表。

[19:41.53]The latter made sure that nothing could be inferred from the commercial that violated the strict regulations governing marketing of non-prescription medical products.

[19:47.47]后者(法人代表)确保不可能从该商业广告中做出任何违反规定非处方药品销售的严格条例的推论。

[19:53.41]7 John asked about the pay for making the ad and was told that he would receive $ 10

[19:56.94]约翰询问了关于拍摄广告的报酬，并告知他能得到100美

[20:00.46]for the one day necessary to produce the ad

[20:02.30]每天的广告报酬

[20:04.14]He would receive additional payments of $ 50 each time the ad was used on national television.

[20:07.90]广告在全国电视台每播放一次他将另外获得50美元。

[20:11.66]The manager's estimate was that the average ad produced about $ 500 (an average of 10 times an ad was used).

[20:16.84]部门经理估计平均一则广告可获500美元(一则广告播放十次的平均数)。

[20:22.03]Success of the ad would be measured by an independent polling agency which randomly phoned TV viewers and questioned them about tha specific ad.

[20:27.97]一则广告的成功如否是由一家独立的投票机构来测定，这家机构随意地打电话给电视观众并就某广告提问。

[20:33.91]If the ad became popular and was shown more often,and if the period of time it was used went beyond six months,

[20:38.32]如果某广告很受欢迎并经常播放，如果播放的时间超过六个月，

[20:42.73]John would be given not only the residuals,but would receive an excellent health insurance coverage for his family,

[20:46.74]约翰不仅可获得复播复映追加的酬金，还可以获得为他全家办的健康医疗保险，

[20:50.76]and his membership in the Screen Actors'Guild would be paid for by the advertising company.

[20:54.14]而且广告公司还得为他付影视演员协会的会员费。

[20:57.52]8 Agency legal advisors prepared a contract just before John made the commercial.

[21:00.31]在约翰拍摄广告之间，这家机构的法律顾问准备了一份合同。

[21:03.10]This document spelled out the "actor's"and the ad company's liability,

[21:06.00]合同列出“演员”和公司各自的责任，

[21:08.90]and required that John use the medicine at least once

[21:11.08]要求约翰至少使用一次该产品。

[21:13.26]John asked whether taking the medicine E Z SLEEP would make him too sleepy to make the ad,

[21:16.98]约翰问吃了E Z SLEEP，他会不会太困而无法拍片，

[21:20.71]but the lawyer and managers just smiled and said,"not likely".

[21:23.37]律师和经理笑着说“不可能”。

[21:26.04]9 John made the ad,determined that the five or more hours required were hard work,

[21:28.97]约翰拍完广告，认定拍广告时所需的5个小时或更长时间实在是太辛苦了，

[21:31.90]but welcomed the $ 100 check,and he and Jane made plans for their Caribbean study and travel.

[21:36.15]但100美元的支票还是挺受欢迎的，他和珍妮打算进行他们加勒比海的研究与旅行。

[21:40.40]Their frugal life style along with funds from the quiz show winnings and the ad payment made it possible

[21:44.31]他们简朴的生活方式，电视智力竞赛节目赢来的钱，以及约翰拍广告所得的报酬使他们

[21:48.21]for them to have an enjoyable professional and personal experience in the Caribbean islands.

[21:51.29]在加勒比海岛上愉快地体验生活的计划行之有效。

[21:54.37]They afterwards returned to their Midwestern university with enthusiasm for continuing their work there.

[21:58.24]随后他们又回到他们原来执教的大学继续热情地投入工作之中

[22:02.11]10 The Does heard nothing from the advertising company until about 6 months later when a check for

[22:06.41]Does夫妇一直没有从广告公司得到任何消息直到大约六个月以后，

[22:10.71]$ 350 arrived along with a slip indicating that the ad had been shown seven times on national TV.

[22:15.36]收到一张350美元的支票，并附有一行留言，说广告在全国电视台播放了7次。

[22:20.00]Both John and Joan felt the ad was not very good,and they thought that was the end of John's commercial ad career.

[22:24.64]约翰和珍妮都认为广告做得不好，以为那是约翰商业广告生涯的结束。

[22:29.29]11 It was not until weeks later when John began receiving letters and phone calls from friends around the U.S.who had seen his ad on TV,

[22:34.18]直到几周后，但约翰收到曾经在电视上看到过他的广告的朋友们来自美国各地的来信和电话时，

[22:39.08]that it occurred to him that the ad was being used quite a lot.

[22:41.55]他才意识到这个广告正被频繁地播放。

[22:44.01]12 By the time the Does had begun building their home two years later near the university campus,

[22:47.40]就在两年后Does夫妇在学校附近开始安家时，

[22:50.78]John had received more than $ 5,000 from the earnings of the ad,

[22:53.68]约翰又收到5000多美元的广告播出费，

[22:56.58]he was a member of Screen Actors' Guild,and his family had a health insurance policy paid for them.

[23:00.54]他成为影视演员协会的成员，还有一份已为他们全家付款的健康保险单。

[23:04.50]13 John was sent a copy of the ad,and to this day and Jane feel the quality of the ad is not very good.

[23:09.19]广告公司还送给约翰广告的复制品，但直到今天约翰和珍妮还是觉得广告的质量不是很好。

[23:13.89]In fact,

[23:14.56]事实上，

[23:15.22]it seems that there is little or no correlation between the quality or efficiency of an ad in marketing a product,

[23:19.63]在推销某个产品时产品的广告质量或效果并不关联于

[23:24.04]and the actual sales of that product.

[23:25.79]那个产品的实际销售量。

[23:27.54]14 But,that is the nature of advertising.

[23:29.62]但是，那就是广告的特点。

[23:31.71]John's advice to consumers is,"Don't believe everything you see on TV ads,

[23:34.70]约翰劝告消费者：“不要相信你所看到的电视广告上的一切，

[23:37.69]and don't believe half of what you read in magazines or newspapers in commercial advertisements.

[23:40.93]也不要相信你在杂志或报纸上所读到的商业广告。

[23:44.17]You would be much better off to seek reliable professional advice if you have need of medical care,

[23:47.59]如果你需要医疗护理，你最好求助于可靠的专业人士的意见，

[23:51.01]and the same is likely true of business ventures as well.

[23:53.47]在商业投资上也是如此。”

[23:55.94]New Words

[23:56.95]单词

[23:57.96]advisor n

[23:59.02]顾问

[24:00.08]cameraman n

[24:01.03]摄影师

[24:01.99]cloudy adj

[24:03.00]1)模糊的，不清楚的，不确定的 2)多云的

[24:04.00]coverage n

[24:05.10]1)承保范围，保险险别 2)新闻报道

[24:06.20]designer n

[24:07.21]设计者

[24:08.22]earnings n

[24:09.22]所挣的钱

[24:10.23]frugal adj

[24:11.04]节约的，俭省的

[24:11.85]guild n

[24:12.81]协会，行会

[24:13.76]infer v

[24:14.97]推断，推定

[24:16.17]insidious adj

[24:17.32]隐伏的，潜在的，暗中为害的

[24:18.48]limited adj

[24:19.63]有限的

[24:20.78]lining n

[24:21.70]镶边

[24:22.62]mammalian adj

[24:23.68]哺乳动物的

[24:24.74]prominent adj

[24:25.69]著名的，重要的

[24:26.65]quiz n

[24:27.57](广播、电视等节目中的)智力竞赛，答问比赛

[24:28.48]recruiter n

[24:29.49]招募者

[24:30.50]regulate v

[24:31.65]管理，控制

[24:32.80]reliable adj

[24:33.81]可信赖的，可靠的

[24:34.82]reservation n

[24:36.03]1)保留意见，保留态度 2)预定

[24:37.23]residual n

[24:38.44]1)(因影片、电视节目、广播节目等再次播映而支付的)复播复映追加酬金 2)存留下来的，剩余的

[24:39.64]toxicity n

[24:40.60]毒性，毒力

[24:41.55]unfounded adj

[24:42.70]无事实根据的，无基础的

[24:43.86]uptown adj

[24:44.92]城镇住宅区的

[24:45.98]winnings n

[24:46.99]赢得的钱

[24:48.00]Developing an Advertising Campaign

[24:50.26]开展广告宣传活动

[24:52.53]1 Several steps are required to develop an advertising campaign.

[24:55.52]在展开一场广告宣传浩动时需要几个步骤。

[24:58.51]The number of steps and the exact order in which they are carried out may vary according to an organization's resources,

[25:04.25]步骤的数量和具体的次序在操作时各不相同，主要根据机构组织的财力或能力，

[25:09.99]the nature of its product,and the types of audiences to be reached.

[25:13.52]产品的特性，所要赢得的观众的类型而定。

[25:17.05]However,the major steps in the creation of an advertising campaign are(1)identifying and analyzing the advertising target,

[25:23.82]然而，在创作设计一场广告宣传活动时往往要有以下四个步骤：1)确定、分析广告宣传活动。

[25:30.58](2)creating the advertising plat-from,

[25:33.14]2)创建广告活动的纲领，

[25:35.70](3)developing the media plan,(4)executing the campaign.

[25:40.45]3)制定新闻媒体计划，4)进行广告宣传活动。

[25:45.20]These general guidelines for developing an advertising campaign are appropriate for all types of organizations.

[25:50.33]这几条开展广告宣传活动的规则适用于所有的机构组织。

[25:55.46]2 A basic question that marketers must answer as they begin to develop an advertising campaign is:"

[25:59.96]在市场经销专业人员进行广告宣传活动时必须回答的一个基本问题是：

[26:04.46]Whom are we trying to reach with our message?"

[26:06.69]“我们做的广告希望面向哪一群体?”

[26:08.92]The advertising target is the group of people toward which advertisements are aimed.

[26:12.99]广告宣传活动的目标就是广告所瞄准的一组群体。

[26:17.06]Identifying and analyzing the advertising target is critical because the other steps in developing the campaign are based on this.

[26:24.22]确定和分析广告活动的目标是至关重要的，因为它是广告宣传活动的其它步骤的基础。

[26:31.39]the advertising target often includes everyone in a firm's target market.

[26:34.99]广告活动的目标包括公司预定目标市场的每一位。

[26:38.59]Marketers may,however,seize some opportunities to direct a campaign at only a portion of the target market.

[26:44.24]然而市场经销人员可能抓住某些好的机会指导广告活动仅仅瞄准预定目标市场的一部分。

[26:49.89]For example,the maker of a brand of hair-care products may define the target market for a shampoo as being female

[26:55.60]例如，某种品牌的头发护理产品的制作者可能把预定目标锁定在女性身

[27:01.30]12-49 years ol

[27:03.19]-12至49岁

[27:05.08]The company may nonetheless wish to aim a specific campaign at women in the 35-49 age range.

[27:11.22]然而公司在开展活动时可能希望把目标瞄准在35-49岁的女性。

[27:17.36]For this campaign,the firm's advertising target would be women 35-49 years old,

[27:23.03]这次广告活动公司的目标将是35-49岁的女性，

[27:28.70]rather than females in the 12--49 age group.

[27:31.83]而不是12-49岁的女性。

[27:34.96]3 Advertisers analyze advertising targets to develop an information base for a campaign.

[27:39.55]广告商分析目标是为某个广告活动建立一个信息基地。

[27:44.14]Information that is commonly needed includes the location and geographic distribution of the target group;

[27:49.36]所需的信息包括目标群体的住所和地理位置的分布情况，如：

[27:54.58]the distribution of age,income,race,sex,and education;

[27:58.94]年龄、收入、种族、性别和所受教育的分布情况，

[28:03.30]and consumer attitudes regarding the purchase and use both of the advertiser's products and of competing products.

[28:08.37]以及消费者对广告商的产品和与之竞争产品的购买和使用的态度。

[28:13.45]The exact kinds of information that an organization will find useful depend on the type of product being advertised,

[28:18.96]一个机构组织认为有用的信息的具体种类取决于正在宣传的产品种类，

[28:24.46]the characteristics of the advertising target,and the type and amount of competition.

[28:29.05]广告活动目标的特征，和竞争的种类和数量。

[28:33.64]4 Generally,the more advertisers know about the advertising target,

[28:36.83]一般来说，广告商对广告活动目标了解的情况越多，

[28:40.02]the more able they are to develop an effective advertising campaign.

[28:43.20]他们就越有能力进行一场有效的广告宣传活动。

[28:46.39]When the advertising target is not precisely identified and properly analyzed,

[28:50.01]一旦广告活动的目标没有准确地确定，没有进行适当地分析，

[28:53.62]the campaign has less chance of success.

[28:56.09]广告活动成功的机会就甚微。

[28:58.56]5 Before launching a political campaign,party leaders meet and develop a political platform.

[29:03.25]在开展一场政治运动之前，某党派的领导聚集在一起，制定政治纲领。

[29:07.95]The platform states the major issues on which the party will base its campaign.

[29:11.57]纲领陈述一些重要议题，这些将是此党派开展运动的依据。

[29:15.19]In the same way,an advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign.

[29:22.89]同样，广告宣传活动的纲领包括广告商在广告宣传活动中所包含的基本议题或销售特色。

[29:30.60]For example,a motorcycle manufacturer might wish to include economy,speed,ease of handlin

[29:36.59]例如，摩托车生产商可能希望涉及经济实惠，速度，易于操

[29:42.58]and accessories in its advertising platfor

[29:44.85]以及零配件等在广告活动纲领中

[29:47.12]A single advertisement in an advertising campaign may contain one or several issues in the platform.

[29:52.34]广告宣传活动中的一则广告可能包括一个或几个广告活动纲领的议题。

[29:57.56]Although the platform contains the basic issues,it does not indicate how they should be presented.

[30:02.20]尽管纲领包含一些基本议题，但并没有指示他们应该如何展示出来。

[30:06.85]6 A marketer's advertising platform should consist of issues that are important to consumers.

[30:11.35]市场经销者的广告纲领应该包括在广告宣传活动中所包含的对消费者非常重要的议题。

[30:15.85]One of the best ways to determine what those issues are is to survey consumers to learn

[30:20.15]决定这些议题是什么的最好方法是在消费者中进行调查，了解

[30:24.45]what they consider most important in the selection and use of the product involved.

[30:28.41]他们在选择和使用某产品时认为最重要的是什么，

[30:32.37]The selling features must not only be important to consumers;if possible,

[30:35.85]销售特点不仅仅对顾客很重要;如果可能，

[30:39.32]they should also be features that competitive products do not have.

[30:42.60]它们也应该是同类竞争产品所没有的特点。

[30:45.87]For example,the safety of their money is important to bank customers,

[30:49.11]例如：安全对银行的顾客来说很重要，

[30:52.35]yet they believe that virtually all banks are equally safe.

[30:55.68]但是他们认为在所有银行存钱都一样安全。

[30:59.01]Thus,the advertising platform for a specific bank should not emphasize safety.

[31:03.22]所以，广告活动纲领对于某个具体的银行来说不应过于强调安全问题。

[31:07.44]In this case,the marketer should look for other selling features that are important to bank customers and that are not available at competing banks.

[31:13.97]这样的话，市场经销者就必须寻找对于银行顾客很重要的，但其它与之竞争银行所没有的销售特色。

[31:20.50]7 A media plan sets forth the exact media to be used(specific magaizines,television stations,

[31:25.54]宣创媒体计划提出具体使用的宣传媒体工具(具体的杂志、电视台，)

[31:30.58]newspapers,and so forty)and the dates and times that the advertisements will appear.

[31:34.74]报纸等等)和广告播出的具体日期和时间。

[31:38.90]To formulate a media plan,the planner selects the media for a cmpaign and draws up a time schedule for each medium.

[31:44.66]制定一个宣传媒体计划，策划者为一个活动选择新闻媒体，制作每一媒体的时间表。

[31:50.42]The media planner's primary goal is to reach the largest number of persons in the advertising target per dollar spent on media.

[31:56.41]策划者的主要目的是使广告活动目标中花在宣传媒体上的每一美元能够赢得最大数量的观众。

[32:02.41]8 Media planners begin by making rather broad decisions;eventually,however,

[32:07.39]宣传媒体的策划者开始作概括性的决定，但是，

[32:12.38]they must make very specific choices.

[32:14.65]最后必须再作非常具体的选择。

[32:16.92]A planner first must decide which kinds of media to use.

[32:19.85]策划者首先决定使用哪种宣传媒体。

[32:22.78]The major kinds are radio,television,newspapers,magazines,direct mail,

[32:28.44]主要种类有广播、电视、报纸、杂志、直接邮寄广告，

[32:34.09]outdoor displays,and mass transit vehicles.

[32:37.17]户外展览及许多传播渠道。

[32:40.24]After making the general media decision,the planner selects specific categories within each medium.

[32:44.26]决定使用某种宣传媒体后，策划者选择每种媒体范围内的具体种类。

[32:48.27]A toothpaste marketer,for example,might decide to use television and magazines.

[32:52.38]例如：牙膏的营销者或许决定使用电视和杂志作宣传媒体。

[32:56.48]The marketer then must consider whether to use children's,women's daytime,family,

[33:00.89]然后就得考虑播放时间是定在孩子、妇女的白天时间里好，

[33:05.30]and/or latenight adult television programming and whether to use men's,women's teen-agers',

[33:10.09]还是定在成年人傍晚的电视节目时间里好;是刊登在男士、女士、青少年，

[33:14.88]children's,and /or general audience magazines.

[33:16.91]儿童的杂志上好，还是刊登在一般性的杂志上好。

[33:18.94]Finally,the planner must select the specific media vehicles.

[33:21.84]最后，策划者选择具体的传媒手段。

[33:24.74]Having chosen family television programs and women's magazines,the toothpaste marketer,for instance,

[33:29.44]例如，如果选择家庭电视栏目以及妇女杂志，牙膏营销人士

[33:34.14]must select the exact television programs and stations as well as the specific women's magazines to be used.

[33:39.50]必须选择具体的电视栏目和电视台以及具体的那家妇女杂志。

[33:44.86]9 Media planners take many factors into account as they prepare a media plan.

[33:48.77]媒体策划者在准备宣传媒体的计划时要将许多因素考虑进去。

[33:52.68]They analyze the location and demographic characteristics of people in the advertising target,

[33:57.46]他们得分析广告活动对象中人们住所及人口特性，

[34:02.25]since the various media appeal to particular groups of people in particular 1ocations.

[34:06.36]因为不同的宣传媒体在不同的地方适合于不同的群体。

[34:10.46]For example,there are radio stations especially for teenagers,magazines for men in the 18--34 age group,

[34:17.19]例如：电台广播特别适合青少年，电视适合18-34岁的男子，

[34:23.92]and television programs aimed at adults.

[34:26.16]电视节目所瞄准的是成年人。

[34:28.39]Media planners also should consider the sizes and types of audiences reached by specific media.

[34:33.66]宣传媒体的策划人还应考虑某一种传媒工具所赢得的观众的多少及类型。

[34:38.94]Several data services collect and periodically publish information about the circulation and audiences of various media.

[34:45.76]许多数据服务设施收集并定期公布广告运作的情况和各个媒体观众的情况。

[34:52.58]10 The cost of media is an important but troublesome consideration.

[34:56.34]宣传媒体的开支是件非常重要而又很麻烦的事。

[35:00.10]Planners try to obtain the best coverage possible for each dollar spent.

[35:03.69]在收视率的问题上策划者希望每花的一美元能价有所值。

[35:07.27]Yet there is no accurate way of comparing the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.

[35:14.38]然而，还没有什么精确的方法能将电视广告的开支和影响与报纸广告的开支和影响相比。

[35:21.49]11 The content of the message sometimes affects the choice of media.

[35:24.53]广告的内容有时也影响传媒手段的选择。

[35:27.57]Print media can be used more effectively than broadcast media to present many issues or numberous details.

[35:32.70]同广播传媒手段相比，文字印刷的传媒手段更能有效地将许多事宜或细节展现出来。

[35:37.83]If an advertiser wants to promote beautiful colors,patterns,or textures,

[35:41.16]如果广告商希望突出产品鲜艳的色彩、图案、或质地，

[35:44.49]then media that offer high-quality color reproduction--magazines or television--should be used instead of newspapers.

[35:50.49]就采用能提供高质量的色彩复制的传媒手段——杂志或电视——而不是报纸。

[35:56.48]For example,food can look extremely appetizing and delicious in a full-color magazine advertisement,

[36:02.22]例如：如果是全彩的杂志广告，食品看上去会非常的美味可口，

[36:07.96]but it might look far less so in black and white.

[36:11.04]但如果是黑白的图片，那效果就差多了。

[36:14.12]12 The execution of an advertising campaign requires an extensive amount of planning and coordination.

[36:19.30]广告宣传活动的执行需要大量的策划和协调。

[36:24.49]Regardless of whether an organization uses an advertising agency,

[36:27.48]不管公司是否聘请广告代理商，

[36:30.46]a large number of people and firms are involved in the execution of a campaign.

[36:34.82]在制作过程中公司都得涉及大量的人员和其它公司。

[36:39.18]production companies,research organizations,media firms,printers,

[36:43.73]产品公司、研究机构、媒体机构、印刷工人、

[36:48.28]and commercial artists are just a few examples of the types of people and organizations that contribute to a campaign.

[36:54.48]广告设计者等都是进行广告宣传活动所需的人员和公司。

[37:00.67]13 Implementation requires detailed schedules to ensure that various phases of the work are done on time.

[37:06.57]实施过程中需要详尽的计划以确保不同阶段的工作按时完成。

[37:12.48]Advertising management personnel must evaluate the quality of the work and make improvements when necessary.

[37:18.04]广告管理人员必须评估工作的质量，一旦需要就进行改进。

[37:23.60]In some instances,changes have to be made during the campaign to make it more effective in meeting campaign objectives.

[37:30.03]有时在制作过程中还要作些调整使之能更有效地满足广告的要求。

[37:36.45]New Words

[37:37.55]单词

[37:38.65]appetizing adj

[37:39.71](指食物等)促进食欲的，开胃的

[37:40.77]circulation n

[37:42.03]1)发行量 2)流通，流传

[37:43.29]demographic adj

[37:44.39]人口的，人口统计的

[37:45.49]execute v

[37:46.50]执行，履行，实施

[37:47.50]execution n

[37:48.66]执行，履行，实施

[37:49.81]geographic adj

[37:50.82]地理上的

[37:51.82]implementation n

[37:53.12]实施，贯彻

[37:54.42]planner n

[37:55.37]计划者，计划制订者

[37:56.32]platform n

[37:57.39]1)(政党的)政纲、政策宣言 2)讲台，舞台

[37:58.45]printer n

[37:59.20]印刷商，印刷工人

[37:59.96]regarding prep

[38:00.91]关于，至于

[38:01.87]reproduction n

[38:03.02]复制，翻版

[38:04.17]texture n

[38:05.27]质地，外感，手感

[38:06.37]Advertisement Appreciati

[38:07.81]正确评价广

[38:09.25]1.Love at first sight

[38:10.76]一见钟情

[38:12.27]It was love at first sight,I suppose.

[38:14.07]我想这就是一见钟情。

[38:15.87]And yet it wasn't just the way she looked.

[38:17.87]然而，这并不仅仅是她看上去怎样，

[38:19.87]It was also the way she talked.

[38:21.70]这还是她说得那样。

[38:23.54]We'd been for a stroll in the country,one lazy,hazy summer Saturday.

[38:27.30]这是一个使人懒洋洋、有着薄雾的夏天。在一个星期六，我们漫步在郊外，

[38:31.06]I felt about sixteen again--walking close enough for our hands to keep touching in the hope that she might hang on.

[38:37.00]我仿佛又回到十六岁——我和她走得很近，近得能碰到她的手，心里盼着她会紧紧握住我的手。

[38:42.94]At a little country pub overlooking Evesham vale,I popped the inevitable question.

[38:46.90]在一个能俯瞰伊夫舍姆谷的小乡村酒吧，我突然提出一个不可避免的问题。

[38:50.86]"I'll have a Jameson,"she replied.

[38:52.27]“我要一杯詹姆森啤酒。”她回答道。

[38:53.67]"A what?"

[38:54.30]“什么?”

[38:54.93]"A Jameson.You know,the famous Irish Whiskey."

[38:57.42]“一杯詹姆森啤酒。你知道那可是著名的爱尔兰啤酒。”

[38:59.90]"Oh,"I said somewhat blankly.

[39:02.04]“哦。”我毫无表情地说。

[39:04.18]"Haven't you tried it?"she said,laughing."Don't look so amazed,it's great.

[39:08.34]“你从没喝过?”她笑着说。“别看上去那么惊讶，它真的棒极了。

[39:12.50]Made form the finest Irish barley,the softest spring water,and it's distilled three times,

[39:17.40]它是由上好的爱尔兰谷物，软性泉水，经过三次蒸馏而成。

[39:22.29]so it's really smooth."

[39:23.57]因此，味道醇和。”

[39:24.85]"Two Jamesons,please,"I said to the barman a moment later.

[39:27.69]“两杯詹姆森啤酒，”一会儿我对酒吧男侍者说道。

[39:30.54]And before going back to my partner I took a little sip--just to see if she was right.

[39:34.77]在回到座位前，我尝了一小口，看看她说得是否正确。”

[39:39.00]"Was I right?"she said."I saw you taking a crafty swig!"

[39:41.88]“我说得对吗?”她说，“我看见你耍滑头悄悄地喝了一大口!”

[39:44.76]"Excellent taste,"I said

[39:46.32]“很有口味，”我回答道。

[39:47.89]She raised an eyebrow quizzically and said,"Are you talking about me,or the Jameson?"

[39:51.85]她抬了抬眉毛，挪揄地说，“你是说我啦，还是说詹姆森啤酒?”

[39:55.81]2 Can you control how well you age?

[39:57.99]你能控制好自己不显年龄吗?

[40:00.16]Perhaps you've noticed while some women really show age,others seem to defy it.

[40:04.48]或许你已经注意到有些妇女的确很显年龄，有些人似乎能抗拒岁月的侵蚀。

[40:08.80]Aging well is the result of many factors.

[40:11.29]不显年龄是多方面的结果。

[40:13.77]Heredity,exposure to the elements,and,of course,the way you care for your skin.

[40:18.00]这与遗传、风吹日晒，当然，还有你对皮肤的护理有关。

[40:22.23]As you get older,your skin demands special care.

[40:25.11]年龄越大，皮肤就越需要特别的护理。

[40:27.99]The kind you get from Oil of Olay.

[40:30.03]这种加倍的呵护你能从玉兰油美容霜中得到。

[40:32.06]The remarkable beauty fluid that works in mysterious ways.

[40:35.25]这种奇妙的美容霜能产生奇妙的效果。

[40:38.43]You'll notice instantly how extraordinarily sheer and greaseless it feels.

[40:41.74]你能感受到它超凡的清爽，不油腻。

[40:45.06]As each cool,light drop disappears under your touch,precious fluids work to replenish your skin's natural fluid supply.

[40:51.73]每一滴清凉温柔的乳液浸入你的肌肤，补充你皮肤所需的水分。

[40:58.41]One touch will tell you just how smooth,how silky your skin has become.Your skin will take on an altogether younger appearance as tiny lines mysteriously seem to fade from view.

[41:07.88]只需一滴，你就能感觉到它是多么的滋润，使你的肌肤柔和、光滑、细致，充满自然光泽。连你脸上细小的皱纹都神奇般地消失得无影无踪。

[41:17.35]Discover the mystery of Oil of Olay and discover younger looks at every age.

[41:21.97]探索玉兰油的神奇，探索你青春永驻的奥秘。

[41:26.60]3 Why did you stop asking for the window seat?

[41:28.35]你为什么不再需要靠窗的座位呢?

[41:30.09]Frequent travelers often forget that a flight can be a breaktaking experience,

[41:33.82]经常旅行的人通常忘记乘飞机是一种惊心动魄的感受，

[41:37.54]not merely a means of transportation.

[41:39.38]而不仅仅是一种交通工具。

[41:41.22]But at Hyatt,we believe every journey should be uplifting.

[41:44.44]但是在海厄特酒店，每上一层楼都会给你那种体验，

[41:47.66]Even after you've landed.

[41:48.92]即使你已经下到底层。

[41:50.18]That's why we fill our hotels and resorts with so many opportunities to broaden your horizons.

[41:55.22]这就是我们酒店和度假村能让你开阔视眼的原因所在。

[42:00.26]Unique restaurants in the sky where you can dine with sparkling cities at your feet.

[42:03.68]当你在酒店的顶层进餐时，灯火辉煌的城市就在你的脚下，多么的奇妙。

[42:07.10]Meeting room that free your imagination by opening to grand panoramas.

[42:11.10]面对城市全景的会客厅任你的想象驰聘。

[42:15.09]And lobbies that greet you with spectacular architecture and dramatic vistas.

[42:19.12]长廊用它雄伟壮观的建筑，令人惊叹的远景迎接着你。

[42:23.16]Instead of merely a place to stay at your destination,a Hyatt is a destination in it self.

[42:27.71]酒店是如此的美妙，酒店本身就是值得一游的地方。

[42:32.26]A place to experienc

[42:33.52]一个令你想去探索的地方

[42:34.78]A window seat that always rewards you with a fresh perspective.

[42:38.06]找一个靠窗的座位就足以给你带来一个全新的景观。

[42:41.34]So next time,ask to stay with the people Hyatt.We think you'll like what you see.

[42:46.14]下次请下榻海厄特酒店，你一定会流连忘返。

[42:50.95]4 If you think it's hard getting to Mars,try getting to plaque three millineters below the gumline.

[42:55.03]假如去火星很难，不妨试试探索牙龈下三毫米的齿菌斑。

[42:59.12]With all due respect to the Pathfinder program,

[43:01.19]至于那探索者号的计划，

[43:03.26]exploring the farthest reaches of inner space can be almost as challenging.

[43:07.15]探索太空内部最远端的星球实在是一个挑战。

[43:11.04]That is,unless you have the sonicare sonic toothbrush.

[43:14.69]那除非你拥有索尼卡尔牌超声波牙刷。

[43:18.34]Not only does it remove plaque bacteria from the surface,its 31,000 brush storkes per minute

[43:23.42]它不仅能除去牙齿表面的齿菌斑，其每分钟31，000次的震动，

[43:28.50]also create sonic waves which go beyond the reach of the bristles.

[43:32.38]还能产生超声波，进入牙刷所不能清洗的地方。

[43:36.27]Gently cleaning between teeth and even below the gumline.

[43:39.55]轻柔的清洗牙齿、甚至牙龈的下部。

[43:42.82]In fact,sonicare removes hidden plaque bacteria between teeth better than the leading power brush.

[43:48.19]事实上，超声波护理能除去隐藏在牙齿里的细菌，效果比电动牙刷更好。

[43:53.55]So like the Mars Sojourner,we too like to seek our life forms in hard-to-reach places.

[43:58.48]因此，象火星探索号，我们也喜欢探索口腔深处的生命形式。

[44:03.42]Only we blow them away.

[44:05.09]不同的是我们是消除它。

[44:06.76]5 This is the truth.

[44:07.86]这一切全是真的。

[44:08.96]Human beings do not come with odometers.

[44:11.23]人类最初是没有历程计的。

[44:13.50]So how do you tell who is a serious runner?

[44:15.44]你如何区分谁是真正的跑步者?

[44:17.38]We don't believe serious runners are defined by how many miles they cover in a week.

[44:21.11]我并不认为区分真正的跑步者应由他一个星期跑多少哩来衡量。

[44:24.84]They're defined by how important running is in their lives.

[44:28.06]而应该看跑步在他生命中的重要程度。

[44:31.28]It doesn't matter why you run,or how far.

[44:33.55]你为什么跑，跑多远?这并不重要。

[44:35.82]If it's important to you,you're a serious runner to us.

[44:38.66]重要的是跑步对你很重要，对我们来说你就是个真正的跑步者。

[44:41.50]That's why we work so hard to make great running shoes.

[44:44.82]这也是我们努力工作生产质量上乘跑鞋的原因。

[44:48.13]Because the goal of a running shoe is very simple.

[44:50.47]跑鞋的目的很简单，

[44:52.81]To keep you running.

[44:54.09]就是让你不停地前进。

[44:55.36]The more comfortable you are,the more miles you'll run.

[44:58.12]鞋穿得越舒服，你跑得就越远。

[45:00.87]That's the idea behind the GEL-130.

[45:04.29]那就是GEL-130的追求目标。

[45:07.71]6 LOSE FAT FAST NO DIETING

[45:09.94]迅速减肥

[45:12.18]Are you tired of the diet-go-round?

[45:13.74]你是否厌倦了不停地减肥?

[45:15.31]Why torture yourself with diets that don't work?

[45:17.83]为什么还要用那些不起作用的减肥产品折磨自己?

[45:20.35]MELTAWAY REDUCING CANDY really works!MELTAWAY will help you lose weight the safe,natural,easy way!

[45:26.52]速溶减肥糖才真正的有效。速溶减肥糖能帮助你安全地、无痛苦地、操作方便地减肥。

[45:32.70]SHED FAT LIKE MAGIC!

[45:33.97]神奇般地挥洒你的脂肪。

[45:35.25]The unique MEL TAWAY formula breaks up those stubborn fat cells and melts them away!

[45:39.21]独特地速溶牌减肥糖的配方分解你体内难以去掉的脂肪细胞并快速的溶解它们。

[45:43.17]MELTAWAY speeds up your body's natural fat burners.

[45:45.73]速溶牌减肥糖能快速的产生酶，

[45:48.28]Eat as much as you want--you still lose weight!

[45:50.93]尽情地吃吧——你的体重仍会下降。

[45:53.58]SAFE AND EFFECTIVE!

[45:55.02]安全而有效。

[45:56.46]Clinical studies have proven MELTAWAYREDUCING CANDY to be safe and effective.

[46:00.65]临床研究显示速溶牌减肥糖安全有效。

[46:04.84]There are no unpleasant side effects when taken in the recommended doses.

[46:08.64]按医嘱服用，无任何毒副作用。

[46:12.44]Lose 6 pounds in 48 hours!

[46:14.51]48小时减6磅!

[46:16.58]Lose 14 pounds in 7 days!

[46:18.45]7天减14镑!

[46:20.32]Lose 21 pounds in 14 days!

[46:22.55]14天减21磅!

[46:24.79]7 Turn burglary into attempted burglary.

[46:27.34]使小偷入室行窃的计划不能付诸实现

[46:29.90]When 3M Scotchshield UItra Safety and Security Film is applied to windows,

[46:34.16]在窗户上蒙上一层3M Scotchshield超安全薄膜，

[46:38.43]it resists penetration and helps keep glass in place through attempted break-ins,storms,

[46:43.09]它能在保持玻璃安然无恙的情况下抵抗渗透并有助于抵御行窃的企图、暴风雨、

[46:47.75]even earthquakes.

[46:49.07]甚至地震。

[46:50.38]It's another innovative 3M product that helps make your home more safe and comfortable.

[46:55.13]本产品是改进型的3M产品，能使你的家更安全舒适。

[46:59.89]And one more result of our unique culture,which lets us make the leap from need to 3M innovation.

[47:05.29]本产品的另一独特之处使我们在对3M的需求中有一个飞跃。

[47:10.69]8 Diversity works.

[47:11.68]8工作多样化

[47:12.67]It has long made sense to us at IBM to welcome and value individual differences.

[47:16.79]在IBM，欢迎并尊重有独特个性的人士是很有道理的。

[47:20.91]We prove this commitment to our workforce every day.Programs such as employee networking groups,

[47:26.38]这一点可以在我们每天的工作中得以证实。许多方案，如果雇用有着共同兴趣的人士，

[47:31.85]child/elder care,

[47:33.60]建立托儿中心，养老院，

[47:35.35]domestic partner benefits and flexible work hours help us attract and retain the best and most talented individuals.

[47:42.38]家庭成员医疗和保险的福利，以及灵活的工作时间等，都有助公司吸引和留住最好的、最有才能的人士。

[47:49.42]And in our diverse marketplace,that's always good business.

[47:52.41]由于我们的市场多样化，这总是很好的生意。

[47:55.40]Proper Names

[47:56.59]名称

[47:57.77]Evesham

[47:59.05](英国地名)伊夫舍姆谷

[48:00.33]Pathfinder

[48:01.77]探险者，开创者

[48:03.21]Sojourner

[48:04.27]旅居者，寄居者

[48:05.33]New Words

[48:06.56]单词

[48:07.78]amazed adj

[48:08.77]惊奇的，吃惊的

[48:09.76]barley n

[48:10.55]大麦，大麦粒

[48:11.35]blankly adv

[48:12.14]茫然地，没有表情地

[48:12.93]break-in n

[48:13.83]非法闯入

[48:14.73]bristle n

[48:15.56]刷子毛

[48:16.39]burglary n

[48:17.32]入户行窃

[48:18.26]burner n

[48:19.01]燃烧物

[48:19.77]crafty adj

[48:20.63]狡猾的

[48:21.50]dine v

[48:22.13]进正餐

[48:22.76]eyebrow n

[48:23.39]眉，眉毛

[48:24.02]fluid n

[48:24.72]液体

[48:25.42]gently adv

[48:26.18]温柔地，轻柔地，轻轻地

[48:26.93]greaseless adj

[48:27.83]无油腻状物的，不油腻的

[48:28.73]gumline n

[48:29.72]牙龈

[48:30.71]hazy adj

[48:31.51]有薄雾的，模糊的

[48:32.30]innovative adj

[48:33.16]革新的，新颖的

[48:34.03]melt v

[48:34.85]融化，变软，溶解

[48:35.68]millimeter n

[48:36.82]毫米

[48:37.95]odometer n

[48:38.65](车辆等的)里程计

[48:39.35]panorama n

[48:40.22]全景

[48:41.08]pathfinder n

[48:41.95]探路者，探索者

[48:42.81]penetration n

[48:43.87]穿透，刺穿

[48:44.93]plaque n

[48:45.69]齿菌斑

[48:46.45]quizzically adv

[48:47.31]带有疑问地，嘲弄地

[48:48.17]replenish v

[48:49.07]补充

[48:49.97]shed v

[48:50.80]去掉，除掉

[48:51.63]sheer adj

[48:52.46]1)薄得透明的 2)完全的，彻底的，十足的

[48:53.29]silky adj

[48:54.28]像丝一样柔软光洁的

[48:55.27]sojourner n

[48:56.06]逗留者，旅居者

[48:56.85]sonic adj

[48:57.84]声音的，声波的

[48:58.83]sparkling adj

[48:59.69]闪耀的，闪烁的

[49:00.56]stubborn adj

[49:01.31]1)难以移动、去除的 2)固执的，顽固的

[49:02.07]swig n

[49:02.74]大喝，吞咽

[49:03.40]traveler n

[49:04.07]旅行者，旅游者

[49:04.73]ultra adj

[49:05.49]超乎寻常的

[49:06.25]vale n

[49:06.88]山谷

[49:07.51]vista n

[49:08.37](尤指从狭长通道看出去的)景色，远景

[49:09.23]whiskey n

[49:09.90]威士忌酒