《名人传记》之乔布斯亿万富豪嬉皮士67:IBM野心勃勃

 　　Jobs cast Apple as the plucky¹ underdog,

　　乔布斯要带领苹果扭转乾坤

　　taking on a domineering rival.

　　与竞争对手背水一战

　　IBM wants it all

　　IBM野心勃勃

　　and is aiming its guns on its last obstacle to industry control -

　　它正要扫去自己成为行业霸主的路上最后的阻碍

　　Apple.

　　苹果

　　Will Big Blue dominate the entire computer industry?

　　蓝色巨人将会垄断整个计算机行业吗？

　　The entire information age?

　　他会独霸整个信息时代吗？

　　Was George Orwell right about 1984?

　　奥威尔关于1984年的预言是否真的要变为现实？

　　We celebrate the first glorious anniversary...

　　让我们来庆祝这辉煌的第一年……

　　Apple created an advert² that painted IBM as Big Brother.

　　苹果公司拍了一则广告 把IBM描述成老大哥

　　the enemy of freedom.

　　自由之敌

　　These images have helped define Apple as a brand ever since.

　　通过这些影像 苹果树立起了自己的品牌文化

　　We shall prevail.

　　胜利属于我们

　　That was the birth of the Apple brand.

　　这标志着苹果这个品牌真正的诞生

　　It was talked about and it was literally³ focusing on a revolution.

　　它以“革命”为卖点 声名大噪

　　And that revolutionary theme was absolutely at the core

　　而这个“革命”的标签

　　of what made Apple successful over the next years.

　　也对苹果之后的成功起到了根本性的作用

　　The 1984 ad was the first time

　　1984年的这则广告开启了苹果的新纪元

　　when you started to get a real sense of the Apple club.

　　人们开始对苹果产生品牌忠实度

　　People who defined themselves by their association with the brand.

　　他们对这个品牌有了情感上的认同感

　　That they weren't IBM clones, they were these creative thinkers

　　苹果就跟他们一样 并不随波逐流 而是不拘一格

　　who had a different attitude, in some way.

　　与众不同的

　　I think that's been the kind of common currency

　　人们对苹果的这种认知

　　that's been carried on since then.

　　一直延续到了今天

　　Nearly three decades on,

　　近三十年来

　　Apple was still following the marketing⁴ template set out all those years ago.

　　苹果始终保持着那时所建立的营销模式

　　This year, Steve Jobs was centre stage

　　今年 乔布斯带着新款的平板电脑

　　for the launch of its latest tablet.

　　再次站在了聚光灯的焦点

　　And just like in 1984, his pitch

　　跟1984年的发布会一样 他再次表示

　　was that Apple stands for something more than selling computers.

　　苹果存在的意义 远远不止是“计算机制造商”这么简单

1 plucky   

adj.勇敢的

参考例句：

• The plucky schoolgirl amazed doctors by hanging on to life for nearly two months.这名勇敢的女生坚持不放弃生命近两个月的精神令医生感到震惊。
• This story featured a plucky heroine.这个故事描述了一个勇敢的女英雄。

2 advert   

vi.注意，留意，言及；n.广告

参考例句：

• The advert featured a dolphin swimming around a goldfish bowl.该广告的內容为一条在金鱼缸里游动的海豚。
• Please advert to the contents below.I believe you won't be disappointed.敬请留意后面的内容。相信您一定不会失望的。

3 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。

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。