乔布斯传 第516期:白鲸的白(4)

 Jobs realized that there was yet another advantage to the fact that Apple had an integrated system of computer, software, and device. 乔布斯意识到iPod还有一个优势，那就是苹果品牌是一个可以把计算机、软件和设备整合起来的系统。

It meant that sales of the iPod would drive sales of the iMac. 这就意味着iPod也能促进iMac的销售。

That, in turn, meant that he could take money that Apple was spending on iMac advertising¹ and shift it to spending on iPod ads 反过来说，也就意味着苹果公司可以把原本要为iMac广告花费的7500万美元投入到iPod广告上，

getting a double bang for the buck². A triple bang, actually, 还能获得双倍的成效。其实是3倍，

because the ads would lend luster³ and youthfulness to the whole Apple brand. 因为这些广告能给整个苹果品牌注入新的光彩和活力。

He recalled: I had this crazy idea that we could sell just as many Macs by advertising the iPod. 他回忆说：我当时有了这个疯狂的想法--通过宣传iPod来销售更多的苹果机。

In addition, the iPod would position Apple as evoking⁴ innovation and youth. 另外，iPod也能把苹果定位成一个创新和年轻的品牌。

So I moved $75 million of advertising money to the iPod, even though the category didn't justify⁵ one hundredth of that. 所以我把7500万美元转移到iPod的广告费用上，虽然从产品类别上来说连对其投入其中的1%都嫌多。

That meant that we completely dominated the market for music players. 但这意味着我们完全占领了音乐播放器的市场。

We outspent everybody by a factor of about a hundred. 我们的投入是其他公司的数百倍。

 

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 buck   

n.雄鹿，雄兔；v.马离地跳跃

参考例句：

• The boy bent curiously to the skeleton of the buck.这个男孩好奇地弯下身去看鹿的骸骨。
• The female deer attracts the buck with high-pitched sounds.雌鹿以尖声吸引雄鹿。

3 luster   

n.光辉；光泽，光亮；荣誉

参考例句：

• His great books have added luster to the university where he teaches.他的巨著给他任教的大学增了光。
• Mercerization enhances dyeability and luster of cotton materials.丝光处理扩大棉纤维的染色能力，增加纤维的光泽。

4 evoking   

产生，引起，唤起( evoke的现在分词 )

参考例句：

• Some occur in organisms without evoking symptoms. 一些存在于生物体中，但不发生症状。
• Nowadays, the protection of traditional knowledge is evoking heat discussion worldwide. 目前，全球都掀起了保护传统知识的热潮。

5 justify   

vt.证明…正当(或有理)，为…辩护

参考例句：

• He tried to justify his absence with lame excuses.他想用站不住脚的借口为自己的缺席辩解。
• Can you justify your rude behavior to me?你能向我证明你的粗野行为是有道理的吗？