2005年NPR美国国家公共电台三月-AirTran's Unique Use of 'Face Time'

Low-cost airlines have changed the travel business. Carriers like Southwest and Jetblue serve fewer cities than traditional airlines and offer fewer perks¹ to passengers. They force the bigger carriers like United and Delta² to change their business practices. Well, now another low-cost carrier AirTran is changing the advertising³ business according to Commentator⁴ Michael Alvear. AirTran is in the beginning stages of a promotion⁵ that includes giant pictures of Elton John's face painted on the sides of their airplanes. Michael Alvear has spent 17 years working in the advertising business. And he says that this technic, simply displaying the face of a celebrity⁶, is a novel way to drum up business.

It was only a matter of time before Americans caught of personality and celebrity worship drove advertising to a profound realization⁷.You don't need to say anything to get your point across.You just need a little face time.There's nothing new about using celebrities⁸ to sell products.It's just that they've always been active participants,doing,saying, recommending something.Like race car driver Jeff Gordon in the GOT milk ads:" My advice," he says, "drink 3 glasses of milk a day." But Elton John isn't giving us any advice. In fact, he isn't giving us anything but his face. Why? Because he wouldn't grant AirTran the rights to use his name, his body, his music,or his vioce. AirTran's cheeky ad campaign reveals how deeply obsessed⁹ we are with fame. We don't need to hear a celebrity say ,sing or succeed in anyting. All we want is another chance to look at them and stock them too. AirTran was so overwhelmed with people calling to find out where they could see the planes. They temporarily established an Elton tracking system on their website. It's a test and it's the power of celebrity worship that the airline was willing to pay for advertising that reaches more birds than people. There are several ironies¹⁰ to this campaign. First it's plastering the face of a star known for his over the top extravagance on a dirt cheap airline he wouldn't set foot on. Like all low-cost carriers AirTran is basically a bus with wings.The second irony¹¹ is that Elton John isn't endorsing¹² AirTran. He's actually a spokesperson for XM Satellite Radio.And he granted them not AirTran conventional rights to his image ,voice and music. AirTran has Elton John's face on their airplanes to advertise the fact that you can listen to XM during their flights. Technically¹³, it's a joint¹⁴ promotion. But XM is essentially¹⁵ using AirTran as a flying billboard¹⁶ for their service. The irony is the airline reaping all the attention. The third wrinkle is that it took a cut-rate carrier to open up what may be the next chapter in advertising. What's next? Putting Pandler Enderson's face on convertibles¹⁷ so men can say they took a top off:"Stay tuned¹⁸, we'll be right back after a word from my sponsor."

1 perks   

额外津贴，附带福利，外快( perk的名词复数 )

参考例句：

• Perks offered by the firm include a car and free health insurance. 公司给予的额外待遇包括一辆汽车和免费健康保险。
• Are there any perks that go with your job? 你的工作有什么津贴吗？

2 delta   

n.（流的）角洲

参考例句：

• He has been to the delta of the Nile.他曾去过尼罗河三角洲。
• The Nile divides at its mouth and forms a delta.尼罗河在河口分岔，形成了一个三角洲。

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 commentator   

n.注释者，解说者；实况广播评论员

参考例句：

• He is a good commentator because he can get across the game.他能简单地解说这场比赛，是个好的解说者。
• The commentator made a big mistake during the live broadcast.在直播节目中评论员犯了个大错误。

5 promotion   

n.提升，晋级；促销，宣传

参考例句：

• The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
• The clerk was given a promotion and an increase in salary.那个职员升了级，加了薪。

6 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。

7 realization   

n.实现；认识到，深刻了解

参考例句：

• We shall gladly lend every effort in our power toward its realization.我们将乐意为它的实现而竭尽全力。
• He came to the realization that he would never make a good teacher.他逐渐认识到自己永远不会成为好老师。

8 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

9 obsessed   

adj.心神不宁的,鬼迷心窍的,沉迷的

参考例句：

• He's obsessed by computers. 他迷上了电脑。
• The fear of death obsessed him throughout his old life. 他晚年一直受着死亡恐惧的困扰。

10 ironies   

n.反语( irony的名词复数 )；冷嘲；具有讽刺意味的事；嘲弄

参考例句：

• It was one of life's little ironies. 那是生活中的一个小小的嘲弄。
• History has many ironies. 历史有许多具有讽刺意味的事。 来自《简明英汉词典》

11 irony   

n.反语，冷嘲；具有讽刺意味的事，嘲弄

参考例句：

• She said to him with slight irony.她略带嘲讽地对他说。
• In her voice we could sense a certain tinge of irony.从她的声音里我们可以感到某种讥讽的意味。

12 endorsing   

v.赞同( endorse的现在分词 )；在（尤指支票的）背面签字；在（文件的）背面写评论；在广告上说本人使用并赞同某产品

参考例句：

• Yet Communist leaders are also publicly endorsing religion in an unprecedented way. 不过，共产党领导层对宗教信仰的公开认可也是以前不曾有过的。 来自互联网
• Connecticut Independent Senator Joseph Lieberman is endorsing Republican Senator John McCain. 康涅狄格州独立派参议员约瑟夫。列波曼将会票选共和议员约翰。麦凯恩。 来自互联网

13 technically   

adv.专门地，技术上地

参考例句：

• Technically it is the most advanced equipment ever.从技术上说，这是最先进的设备。
• The tomato is technically a fruit,although it is eaten as a vegetable.严格地说，西红柿是一种水果，尽管它是当作蔬菜吃的。

14 joint   

adj.联合的，共同的；n.关节，接合处；v.连接，贴合

参考例句：

• I had a bad fall,which put my shoulder out of joint.我重重地摔了一跤，肩膀脫臼了。
• We wrote a letter in joint names.我们联名写了封信。

15 essentially   

adv.本质上，实质上，基本上

参考例句：

• Really great men are essentially modest.真正的伟人大都很谦虚。
• She is an essentially selfish person.她本质上是个自私自利的人。

16 billboard   

n.布告板，揭示栏，广告牌

参考例句：

• He ploughed his energies into his father's billboard business.他把精力投入到父亲的广告牌业务中。
• Billboard spreads will be simpler and more eye-catching.广告牌广告会比较简单且更引人注目。

17 convertibles   

n.可改变性，可变化性( convertible的名词复数 )；活动顶篷式汽车

参考例句：

• In Washington, the regulators did make a push to ban the manufacturing of convertibles. 华盛顿的各个管制机构曾经推动禁止敝篷车的制造。 来自辞典例句
• That's why they drive around in half-million-dollar convertibles? 因此他们就不惜花几千万美元来这里居住？ 来自电影对白

18 tuned   

adj.调谐的，已调谐的v.调音( tune的过去式和过去分词 )；调整；（给收音机、电视等）调谐；使协调

参考例句：

• The resort is tuned in to the tastes of young and old alike. 这个度假胜地适合各种口味，老少皆宜。
• The instruments should be tuned up before each performance. 每次演出开始前都应将乐器调好音。 来自《简明英汉词典》