乔布斯传 第693期:广告(3)

It took Vincent and his team two weeks to come up with an array of new options,

文森特及其团队花了两周时间拿出了一系列新的备选方案，

and he asked to present them at Jobs's house rather than the office, hoping that it would be a more relaxed environment.

他要求在乔布斯家里而不是办公室中展示，希望这样的环境更宽松。

Laying storyboards on the coffee table, he and Milner offered twelve approaches.

故事板架在茶几上，文森特和米尔纳共展出了12种方案。

One was inspirational and stirring.

A方案鼓舞人心，令人激动。

Another tried humor, with Michael Cera, the comic actor, wandering through a fake house making funny comments about the way people could use iPads.

B方案采用幽默手法，让喜剧演员迈克尔·塞拉在一个假房子里针对人们使用iPad的方式发表有趣的评论。

Others featured the iPad with celebrities¹, or set starkly² on a white background,

C方案用名人，D方案完全采用白色背景，

or starring in a little sitcom³, or in a straightforward⁴ product demonstration⁵.

E方案演绎一个小情景喜剧，F方案直截了当地进行产品演示，等等等等。

After mulling over the options, Jobs realized what he wanted.

在仔细考虑了这些方案后，乔布斯明白了自己想要什么。

Not humor, nor a celebrity⁶, nor a demo.

不要幽默，不要名人，也不要产品演示。

"It's got to make a statement," he said. "It needs to be a manifesto⁷. This is big."

“广告要发出一份声明，”乔布斯说，“它应该是一个宣言，告诉人们iPad很了不起。”

He had announced that the iPad would change the world, and he wanted a campaign that reinforced that declaration.

他曾宣布iPad会改变世界，他希望广告能够强化自己的宣言。

Other companies would come out with copycat tablets in a year or so, he said, and he wanted people to remember that the iPad was the real thing.

乔布斯认为，在未来一年左右的时间里，其他公司会跟风推出平板电脑，而他希望人们记住，iPad才是真正的平板电脑。

"We need ads that stand up and declare what we have done." He abruptly⁸ got out of his chair, looking a bit weak but smiling.

“我们需要这个广告能够站起来，向人们宣告我们的成就。”他突然离开了自己的椅子，有些虚弱，但笑着说。

"I've got to go have a massage⁹ now," he said. "Get to work."

“我要去做按摩了，开始干活儿吧。”

1 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

2 starkly   

adj. 变硬了的,完全的 adv. 完全,实在,简直

参考例句：

• The city of Befast remains starkly divided between Catholics and Protestants. 贝尔法斯特市完全被处在天主教徒和新教徒的纷争之中。
• The black rocks stood out starkly against the sky. 那些黑色的岩石在天空衬托下十分显眼。

3 sitcom   

n.情景喜剧，（广播、电视的）系列幽默剧

参考例句：

• This sitcom is produced in cooperation with Hong Kong TV.这部连续剧是同香港电视台联合制作的。
• I heard that a new sitcom is coming out next season.我听说下一季会推出一个新的情境喜剧。

4 straightforward   

adj.正直的，坦率的；易懂的，简单的

参考例句：

• A straightforward talk is better than a flowery speech.巧言不如直说。
• I must insist on your giving me a straightforward answer.我一定要你给我一个直截了当的回答。

5 demonstration   

n.表明，示范，论证，示威

参考例句：

• His new book is a demonstration of his patriotism.他写的新书是他的爱国精神的证明。
• He gave a demonstration of the new technique then and there.他当场表演了这种新的操作方法。

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 manifesto   

n.宣言，声明

参考例句：

• I was involved in the preparation of Labour's manifesto.我参与了工党宣言的起草工作。
• His manifesto promised measures to protect them.他在宣言里保证要为他们采取保护措施。

8 abruptly   

adv.突然地，出其不意地

参考例句：

• He gestured abruptly for Virginia to get in the car.他粗鲁地示意弗吉尼亚上车。
• I was abruptly notified that a half-hour speech was expected of me.我突然被通知要讲半个小时的话。

9 massage   

n.按摩，揉；vt.按摩，揉，美化，奉承，篡改数据

参考例句：

• He is really quite skilled in doing massage.他的按摩技术确实不错。
• Massage helps relieve the tension in one's muscles.按摩可使僵硬的肌肉松弛。