乔布斯传 第177期:一落千丈(2)

 The dark mood was evident in the ad that was developed in January 1985,

这种负面情绪在苹果公司1985年1月的广告中也有所体现，

which was supposed to reprise the anti-IBM sentiment of the resonant¹ "1984" ad.

这次的广告试图再次激起人们反对IBM的情绪共鸣，就像“1984”广告那样。

Unfortunately there was a fundamental difference:

不幸的是，这两则广告之间有一个根本区别：

The first ad had ended on a heroic, optimistic note,

“1984”广告以一种英勇乐观的基调结束；

but the storyboards presented by Lee Clow and Jay Chiat for the new ad,

但是这次，李·克劳和杰伊·恰特写的新故事脚本，

titled "Lemmings," showed dark-suited, blindfolded² corporate³ managers marching off a cliff to their death.

名为“旅鼠”,内容则是身着深色西装、被蒙住双眼的企业管理者迈向悬崖，走向死亡。

双语有声读物 乔布斯传

From the beginning both Jobs and Sculley were uneasy.

从一开始，乔布斯和斯卡利就感到不安，

It didn't seem as if it would convey a positive or glorious image of Apple,

这个故事似乎无法传达出苹果正面和光辉的形象，

but instead would merely insult every manager who had bought an IBM.

相反，只会侮辱购买过IBM电脑的每一个企业管理者。

Jobs and Sculley asked for other ideas, but the agency folks pushed back.

乔布斯和斯卡利要求广告公司想想其他创意，但广告公司拒绝了。

"You guys didn't want to run '1984' last year," one of them said.

其中一位员工说：“你们去年还不想要'1984'广告呢。”

According to Sculley, Lee Clow added, "I will put my whole reputation, everything, on this commercial."

根据斯卡利的说法，李·克劳补充道：“我会把自己的全部名声和一切都压在这个广告上。”

When the filmed version, done by Ridley Scott's brother Tony, came in, the concept looked even worse.

然而当雷德利·斯科特的弟弟托尼把广告拍出来后，这个创意显得更糟了。

The mindless managers marching off the cliff were singing a funeral-paced version of the Snow White song "Heigh-ho, Heigh-ho,"

行尸走肉般的经理们朝着悬崖前进，口中唱着葬礼版的《白雪公主》插曲，“嘿——嚯，嘿——嚯”，

and the dreary⁴ filmmaking made it even more depressing than the storyboards portended⁵.

而枯燥的电影制作使得这部广告片比故事脚本还要沉闷。

"I can't believe you're going to insult businesspeople across America by running that,"

“我简直不敢相信，你竟然要放这么个广告来羞辱全美国的商务人士！”

Debi Coleman yelled at Jobs when she saw the ad.

黛比·科尔曼看过广告后冲乔布斯吼道。

At the marketing⁶ meetings, she stood up to make her point about how much she hated it.

营销会议上，她站起来表达了自己对这个广告的无比厌恶。

"I literally⁷ put a resignation letter on his desk. I wrote it on my Mac.

“我郑重其事地在乔布斯桌上放了一封辞职信。信是在我的Mac电脑上打出来的。

I thought it was an affront⁸ to corporate managers.

我觉得这个广吿对企业管理者是一种侮辱。

We were just beginning to get a toehold with desktop⁹ publishing."

我们可是刚刚才在个人电脑领域立足。”

1 resonant   

adj.(声音)洪亮的，共鸣的

参考例句：

• She has a resonant voice.她的嗓子真亮。
• He responded with a resonant laugh.他报以洪亮的笑声。

2 blindfolded   

v.（尤指用布）挡住（某人）的视线( blindfold的过去式 )；蒙住（某人）的眼睛；使不理解；蒙骗

参考例句：

• The hostages were tied up and blindfolded. 人质被捆绑起来并蒙上了眼睛。
• They were each blindfolded with big red handkerchiefs. 他们每个人的眼睛都被一块红色大手巾蒙住了。 来自《简明英汉词典》

3 corporate   

adj.共同的，全体的；公司的，企业的

参考例句：

• This is our corporate responsibility.这是我们共同的责任。
• His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。

4 dreary   

adj.令人沮丧的，沉闷的，单调乏味的

参考例句：

• They live such dreary lives.他们的生活如此乏味。
• She was tired of hearing the same dreary tale of drunkenness and violence.她听够了那些关于酗酒和暴力的乏味故事。

5 portended   

v.预示( portend的过去式和过去分词 )；预兆；给…以警告；预告

参考例句：

• It portended that there was one stone face too many, up at the chateau. 这说明庄园里多出了一张石雕人面。 来自英汉文学 - 双城记
• She confusedly realised this reversal of her attitudes, but could not make out what it portended. 她糊里糊涂的意识到自己这种相反的态度，但是不知道它会带来什么。 来自辞典例句

6 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。

7 literally   

adv.照字面意义，逐字地；确实

参考例句：

• He translated the passage literally.他逐字逐句地翻译这段文字。
• Sometimes she would not sit down till she was literally faint.有时候，她不走到真正要昏厥了，决不肯坐下来。

8 affront   

n./v.侮辱，触怒

参考例句：

• Your behaviour is an affront to public decency.你的行为有伤风化。
• This remark caused affront to many people.这句话得罪了不少人。

9 desktop   

n.桌面管理系统程序；台式

参考例句：

• My computer is a desktop computer of excellent quality.我的计算机是品质卓越的台式计算机。
• Do you know which one is better,a laptop or a desktop?你知道哪一种更好，笔记本还是台式机？