乔布斯传 第564期:鲍勃·迪伦(6)

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Jobs became obsessed¹ by every detail of the Dylan commercial.

乔布斯开始格外关注迪伦广告的每一个细节。

Rosen flew to Cupertino so that they could go through the album and pick the song they wanted to use, which ended up being "Someday Baby."

罗森飞来库比蒂诺，和乔布斯一起挑选广告里使用的歌曲，最后他们选中了《有一天，宝贝》，

Jobs approved a test video that Clow made using a stand-in for Dylan, which was then shot in Nashville with Dylan himself.

克劳先用替身代替迪伦制作了一个样片，乔布斯批准了，然后再派人去纳什维尔让迪伦本人拍摄。

But when it came back, Jobs hated it. It wasn't distinctive² enough. He wanted a new style.

但是等正式的片子回来之后，乔布斯又不满意了。他说这不够特别，他想要一个新的风格。

So Clow hired another director, and Rosen was able to convince Dylan to retape the entire commercial.

所以克劳又请了另一个导演，罗森又说服迪伦重新拍摄。

This time it was done with a gently backlit cowboy-hatted Dylan sitting on a stool, strumming and singing,

这次是在轻柔的背光下，迪伦戴着牛仔帽，坐在一张高脚凳上，抱着吉他漫不经心地边弹边唱；

while a hip³ woman in a newsboy cap dances with her iPod. Jobs loved it.

另一个镜头中，一个嘻哈风格的女性戴着报童帽、拿着iPod翩翩起舞。乔布斯很喜欢。

The ad showed the halo effect of the iPod's marketing⁴:

这则广告体现了iPod营销策略的“光环效应”，

It helped Dylan win a younger audience, just as the iPod had done for Apple computers.

它为迪伦赢得了年轻一代的歌迷，就像iPod促进了苹果电脑的销售那样。

Because of the ad, Dylan's album was number one on the Billboard⁵ chart its first week,

在这则广告的推动下，迪伦的新专辑在发行后的第一周就跃居“公吿牌”排行榜的第一名，

topping hot-selling albums by Christina Aguilera and Outkast.

超过了当时人气正旺的克里斯蒂娜·阿奎莱拉和说唱组合Outkast。

It was the first time Dylan had reached the top spot since Desire in 1976, thirty years earlier.

自1976年的《渴望》专辑以来，迪伦在30年后再次荣登宝座。

Ad Age headlined Apple's role in propelling Dylan.

《广告时代》杂志刊登了以“苹果对迪伦的推动作用”为题的文章。

"The iTunes spot wasn't just a run-of-the-mill celebrity-endorsement deal

“这次iTunes和迪伦的合作不是通常意义上的‘和明星签协议’，

in which a big brand signs a big check to tap into the equity⁶ of a big star," it reported.

不是大品牌花巨资请一个明星代言那么简单。”其中写道。

"This one flipped⁷ the formula, with the all-powerful Apple brand giving Mr. Dylan access to younger demographics

“他们打破了陈规，这次是强大的苹果品牌为迪伦先生开拓了年轻歌迷的市场，

and helping⁸ propel his sales to places they hadn't been since the Ford⁹ administration."

并帮助他把专辑卖到了他们自从福特政府时期以来从没有到过的地方。”

1 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。

2 distinctive   

adj.特别的，有特色的，与众不同的

参考例句：

• She has a very distinctive way of walking.她走路的样子与别人很不相同。
• This bird has several distinctive features.这个鸟具有几种突出的特征。

3 hip   

n.臀部，髋；屋脊

参考例句：

• The thigh bone is connected to the hip bone.股骨连着髋骨。
• The new coats blouse gracefully above the hip line.新外套在臀围线上优美地打着褶皱。

4 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。

5 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。

6 equity   

n.公正，公平，（无固定利息的）股票

参考例句：

• They shared the work of the house with equity.他们公平地分担家务。
• To capture his equity,Murphy must either sell or refinance.要获得资产净值，墨菲必须出售或者重新融资。

7 flipped   

轻弹( flip的过去式和过去分词 )； 按（开关）； 快速翻转； 急挥

参考例句：

• The plane flipped and crashed. 飞机猛地翻转，撞毁了。
• The carter flipped at the horse with his whip. 赶大车的人扬鞭朝着马轻轻地抽打。

8 helping   

n.食物的一份&adj.帮助人的，辅助的

参考例句：

• The poor children regularly pony up for a second helping of my hamburger. 那些可怜的孩子们总是要求我把我的汉堡包再给他们一份。
• By doing this, they may at times be helping to restore competition. 这样一来, 他在某些时候,有助于竞争的加强。

9 Ford   

n.浅滩，水浅可涉处；v.涉水，涉过

参考例句：

• They were guarding the bridge,so we forded the river.他们驻守在那座桥上，所以我们只能涉水过河。
• If you decide to ford a stream,be extremely careful.如果已决定要涉过小溪，必须极度小心。