乔布斯传 第152期:"1984"起惊雷

 The "1984" Ad

“1984”广告片

In the spring of 1983, when Jobs had begun to plan for the Macintosh launch,

1983年春，乔布斯开始计划麦金塔电脑的发布，

he asked for a commercial that was as revolutionary and astonishing as the product they had created.

他希望那部广告片能和自己所创造的产品一样富有革命性，令人惊奇。

"I want something that will stop people in their tracks," he said. "I want a thunderclap."

“我想要一种能让人们当场停下来观看的东西他说道，“我想要的是一声惊雷。”

The task fell to the Chiat/Day advertising¹ agency,

这个任务落在了CWat/Day广告公司的肩上，

which had acquired the Apple account when it bought the advertising side of Regis McKenna's business.

该公司在收购了里吉斯·麦肯纳的广告业务后，拿下了苹果公司的合同。

The person put in charge was a lanky² beach bum³ with a bushy beard, wild hair, goofy grin, and twinkling eyes named Lee Clow,

负责这项工作的是李·克劳，他身材瘦髙，皮肤晒成了棕色，胡须浓密，头发蓬乱，喜欢憨笑，双眼熠熠放光，

who was the creative director of the agency's office in the Venice Beach section of Los Angeles.

他是Chiat/Day广告公司的创意总监，办公室就在洛杉矶威尼斯海滩。

Clow was savvy⁴ and fun, in a laid-back yet focused way, and he forged a bond with Jobs that would last three decades.

克劳经验丰富，为人风趣，看散漫却很专心；至今，他与乔布斯之间的合作已走过了30年。

双语有声读物 乔布斯传

Clow and two of his team, the copywriter Steve Hayden and the art director Brent Thomas,

当时，克劳同其两位团队成员--文案史蒂夫·海登和艺术总监布伦特·托马斯，

had been toying with a tagline that played off the George Orwell novel: "Why 1984 won't be like 1984."

一直在玩味着一句反驳乔治·奥威尔小说的话：“这就是为什么1984不会变成《1984》。”

Jobs loved it, and asked them to develop it for the Macintosh launch.

乔布斯很喜欢这句话，并让他们加以演绎，用于麦金塔电脑的发布当中。

So they put together a storyboard for a sixty-second ad that would look like a scene from a sci-fi movie.

于是，他们编写了一个60秒广告的故事脚本，看上去有点儿像科幻电影中的场景。

It featured a rebellious⁵ young woman outrunning the Orwellian thought police

广告讲述了一个反叛的年轻女子，从奥威尔式思想警察的追捕中逃脱，

and throwing a sledgehammer into a screen showing a mind-controlling speech by Big Brother.

当老大哥正在大屏幕上进行控制人心的讲话时，她将大锤砸向屏幕。

The concept captured the zeitgeist of the personal computer revolution.

这个广告抓住了个人电脑革命的时代精神。

Many young people, especially those in the counterculture,

许多年轻人，尤其是反主流文化人士，

had viewed computers as instruments that could be used by Orwellian governments and giant corporations to sap individuality.

认为计算机是奥威尔式政府和大企业用以消除人们个性的工具。

But by the end of the 1970s, they were also being seen as potential tools for personal empowerment.

但在20世纪70年代末，电脑也被视做能够释放个人能量的工具。

The ad cast Macintosh as a warrior⁶ for the latter cause

这则广告恰恰抓住了后一种心态，将麦金塔电脑塑造成为个人自由而战的斗士

a cool, rebellious, and heroic company that was the only thing standing⁷ in the way of the big evil corporation's plan for world domination and total mind control.

面对邪恶的大企业意欲统治世界并实行完全的精神控制，唯有苹果这家冷静、反叛、英勇的公司能够阻止它。

Jobs liked that.

乔布斯喜欢这个创意。

Indeed the concept for the ad had a special resonance⁸ for him.

事实上，这则广告的观念与他有着特殊的共鸣。

He fancied himself a rebel,

乔布斯幻想自己是一个反叛者，

and he liked to associate himself with the values of the ragtag band of hackers⁹ and pirates he recruited to the Macintosh group.

他喜欢将自己与这种价值观联系起来。在打造麦金塔电脑的时候，他们还在办公楼挂起了海盗旗。

Even though he had left the apple commune in Oregon to start the Apple corporation,

尽管乔布斯离开位于俄勒冈州的“苹果社区”创办了苹果公司，

he still wanted to be viewed as a denizen¹⁰ of the counterculture rather than the corporate¹¹ culture.

但他仍然希望别人将自己看做是一个反主流文化的人，而非大企业文化的代言人。

1 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。

2 lanky   

adj.瘦长的

参考例句：

• He was six feet four,all lanky and leggy.他身高6英尺4英寸，瘦高个儿，大长腿。
• Tom was a lanky boy with long skinny legs.汤姆是一个腿很细的瘦高个儿。

3 bum   

n.臀部；流浪汉，乞丐；vt.乞求，乞讨

参考例句：

• A man pinched her bum on the train so she hit him.在火车上有人捏她屁股，她打了那人。
• The penniless man had to bum a ride home.那个身无分文的人只好乞求搭车回家。

4 savvy   

v.知道，了解；n.理解能力，机智，悟性；adj.有见识的，懂实际知识的，通情达理的

参考例句：

• She was a pretty savvy woman.她是个见过世面的漂亮女人。
• Where's your savvy?你的常识到哪里去了？

5 rebellious   

adj.造反的，反抗的，难控制的

参考例句：

• They will be in danger if they are rebellious.如果他们造反，他们就要发生危险。
• Her reply was mild enough,but her thoughts were rebellious.她的回答虽然很温和，但她的心里十分反感。

6 warrior   

n.勇士，武士，斗士

参考例句：

• The young man is a bold warrior.这个年轻人是个很英勇的武士。
• A true warrior values glory and honor above life.一个真正的勇士珍视荣誉胜过生命。

7 standing   

n.持续，地位；adj.永久的，不动的，直立的，不流动的

参考例句：

• After the earthquake only a few houses were left standing.地震过后只有几幢房屋还立着。
• They're standing out against any change in the law.他们坚决反对对法律做任何修改。

8 resonance   

n.洪亮；共鸣；共振

参考例句：

• Playing the piano sets up resonance in those glass ornaments.一弹钢琴那些玻璃饰物就会产生共振。
• The areas under the two resonance envelopes are unequal.两个共振峰下面的面积是不相等的。

9 hackers   

n.计算机迷( hacker的名词复数 )；私自存取或篡改电脑资料者，电脑“黑客”

参考例句：

• They think of viruses that infect an organization from the outside.They envision hackers breaking into their information vaults. 他们考虑来自外部的感染公司的病毒，他们设想黑客侵入到信息宝库中。 来自《简明英汉词典》
• Arranging a meeting with the hackers took weeks againoff-again email exchanges. 通过几星期电子邮件往来安排见面，他们最终同意了。 来自互联网

10 denizen   

n.居民，外籍居民

参考例句：

• In this country children of denizen go to school free.在这个国家外籍居民的孩子免费上学。
• His greatest danger now lie in the unknown denizen of the water.现在他最大的危险是未知的水中居住者。

11 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。