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怎样为热狗公关?

(2010-07-29 15:40:14)
标签:

英汉对照读物

教育

分类: 英汉对照读物

                          How to Hype Hot Dogs?

 

                     怎样为热狗公关?

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The hot dog has an image problem. 热狗出现形象问题。

In an age of mineral water, natural foods, daily jogging and aerobic dance, it stands accused of lacking nutrition (1)  and harmful to health. The U. S. Government cited the hot dog as an offender in bad school lunch planning. Consumer groups listed it among the “terrible ten” foods and even called it “missile of death.” 在一个喝矿泉水、吃天然食品、每天慢跑和跳增氧舞蹈的时代,热狗受到谴责,说它缺乏营养和有害健康。美国政府将热狗列举为糟糕的学校午餐计划中的讨厌的东西。消费群体将它列为“最差劲的”10种食品之一,甚至称它为“死亡导弹”。

 

   With all the negative publicity, quite a few consumers naturally stopped eating hot dogs. And after three consecutive years of declining sales, the hot dog makers and their suppliers began to panic. It was time, they decided, to put out publicity of their own. 有了这一切的反面宣传,不少消费者自然而然地停止吃热狗。因此,销售连续3年下降,热狗制造商和供货商开始恐慌起来。他们断定,是他们进行自己的宣传的时候了。

 

   More hot dog advertisements were not the answer. What was needed was a public relations campaign. 作更多的热狗广告解决不了问题。需要的是开展一场公关活动。

 

   Agencies specializing in public relations take on clients that need to convey a persuasive message indirectly—not through paid advertising but by making it so interesting that newspaper editors and television producers will want to deliver it themselves. The idea is that the public will see a disinterested party such as a food writer or talk-show host as objective and thus convincing (2). 专门从事公关的机构接受这样的客户,这些客户需要间接地传递一种能取信于人的信息—不是通过付费广告,而是将这个信息包装得很有吸引力,报纸的编辑和电视制作人愿亲自发布它。这个办法是:公众将会看到一个公正无私的人,比如食品专栏作家或脱口秀主持人,认为他客观,因而可信。

 

 

  When the hot dog association approached a big public relations agency, the agency welcomed the job. It could stage a full-scale national promotion featuring hot dogs. All it had to do was to convince hot dog consumers that what they already liked was good for them. The way the public relations people leaped to the hot dog’s aid illustrates how public relations people work. 当热狗协会与一家大公共关系机构接洽时,该机构欣然接受了这个工作。它可以在全国范围内开展一场全面地突出介绍热狗的促销活动。它须要做的一切就是:让热狗消费者们相信,他们已经爱上的热狗对他们有益无害。公关者援救热狗的方式,形象地说明公关者是怎样工作的。

 

The first step was to create a comprehensive plan. Not unlike an army’s strategists, the public relations people needed to know where to position their artillery, whom to aim at, and when to fire. They started a study of the people who consume the 19 billion hot dogs in America every year. Then they engaged in some brainstorming to outline the elements of the campaign: 第一步是制定一个面面俱到的计划。正像军事战略家一样,公关者需要把握住:将大炮布置在哪儿、瞄准谁、什么时候开炮。他们开始研究每年在美国吃掉190亿根热狗的人们。然后,他们群策群力,勾勒出这次活动的要点:

 

The objective: Sell more hot dogs. 目标:销售更多的热狗。

 

The message: Hot dogs are wholesome and nutritious. 信息:热狗有益于健康和富有营养。

 

The audiences: Those who buy hot dogs and those who influence buying (opinion leaders). 对象:购买热狗的人和影响购买的人(舆论导向者)

 

 

   The strategies: Obtain unassailable data on hot dog nutrition, use nutrition experts to deliver those data to opinion leaders, and use attractive spoken-people to deliver a simplified version of the data to consumers. 战略:获取无懈可击的有关热狗营养的资料,利用营养专家将这些资料传递给舆论导向者,利用有魅力的代言人以简单明了的形式,将这些资料传递给消费者。

 

The war was on to disarm the hot dog’s enemies. The public relations people sent fact sheets on hot dogs to opinion leaders—consumerists, heads of university nutrition departments, and government agencies. Then they began to take advantage of the close relation between themselves and the communications media, especially newspapers and television. The public relations people rely on the media to broadcast their message, but the media also benefit, for the information they receive makes their job of finding and reporting the news that much easier (3). 战斗打响了,要解除热狗的敌人的武装。公关者把有关热狗的资料单,送给舆论导向者—保护消费者利益的活动家、大学营养系的系主任和政府机构。然后,他们开始趁机利用他们与传播媒介,特别是报纸和电视,之间的密切关系。公关者依靠媒介播放他们的信息,但是媒介也从中受益,因为他们所收到的信息,使他们的消息采访报道工作变得如此这般的容易。

 

To involve the media, the public relations people first sent newspaper food editors a kit containing hot dog facts, photographs, and recipes. Many welcomed the information and printed it for over 3 million pairs of hungry eyes. But other editors remained skeptical. Bigger artillery had to be brought up. 为了让媒介参与进来,公关者首先送给食品专栏编辑一套内含有关热狗的真实情况、照片和烹饪方法的资料。许多编辑欣然接受这套资料,并付印出版,供300万双饥饿的眼睛一饱眼福。但是,其他的编辑仍持怀疑态度。还得搬出重型大炮来。

 

Nothing commands greater respect than a major computer study, particularly when its architects and interpreters are a nutrition authority and a prestigious university like Michigan State. Into the computer went an analysis of every mouthful of food consumed for seven days by families who ate hot dogs. Out came lists of macro-nutrients and percentage of requirements—in short, a powerful scientific proof that hot dogs contribute to one’s health. 最受人尊重的莫过于一份重要的计算机研究报告,如果报告的编制者和解释人是一位营养权威和象密执安州立大学那样的名牌大学的话,就尤其如此。将吃热狗的家庭7天中所消耗的每一口食物的分析资料,输入计算机。一张张丰富营养素及所需百分比的表,便从计算机中输出—简言之,一个有力的科学证据:热狗有益于健康。

 

The public relations people had to reach two audiences with their information—one expert, the other not—and for that they needed two types of spokesperson. The nutrition authority in charge of the computer study handled the heavies. For average audience, the public relations people use sports “hot doggers” (4) and star athletes to deliver the nutrition message to consumers. Not only the fans respect the opinions of their heroes, but they would also associate hot dogs with strong, healthy bodies. 公关者务须将他们的资料传递给两类群体—一类是专业人员,另一类不是—为此,他们需要两类代言人。负责计算机研究报告的营养权威,使用重型武器。对于普通的群体,公关者则利用体育啦啦队和名星运动员,将营养信息传递给消费者。追星族们不仅尊重他们心目中的英雄的看法,而且还会把热狗与强健的体魄联系起来。

 

Thus, sport pages of large circulation newspapers began running articles on some famous athletes’ preference for hot dogs at sporting events or while training. The public relations agency bought the athletes’ time, of course, but the 50 million television viewers and newspaper readers didn’t know that. Instead, they heard a welcome message about hot dogs from credible sources. 于是,发行量很大的报纸,在体育版上开始刊登文章,介绍某些著名的运动员在比赛或训练期间,对热狗独有情钟。当然,公关机构是花钱占用运动员的时间,但是,5千万电视观众和报纸读者却不知内情。相反,他们从可靠渠道得到了一个有关热狗的令人欣幸的信息。

 

At this stage, the public relations people also intensified their blitz of newspaper food editors by researching, writing and producing articles for the newspapers to use as their own. Since few newspapers want to spend money and time on such articles, most of the food editors use the free materials, sending forth the message of hot dog fun and nutrition to another 6 million people 在这个阶段,公关者还加强对报纸食品专栏编辑的闪电战,他们研究、撰写和炮制文章,让各家报纸拿去当成自己的文章使用。因为很少有报纸愿意为这样文章花钱费时,所以,大多数食品专栏编辑都使用这些免费资料,将热狗能大饱口福、营养丰富的信息传递给另外的6 百万人。

.

The public relations people don’t know precisely how many people have taken their message to the dinner table. What public relations loses in control, it gains in credibility. It’s safe to say that some former enemies have been silenced or even converted. And consumers now have their ammunition to defend their taste preference. 公关者无法精确地知道:有多少人将他们的信息作为就餐时的话题。在控制信息方面,公关者有所失,但是,在信誉方面却有所得。可以有把握地说,某些以前的热狗的敌人,已经哑口无言,甚至转变了立场。而热狗的消费者们,现在有了自己的弹药,可以捍卫他们的饮食偏爱。

 

But the next time you see a television news-clip of a hot dog eating contest or read recipe for butter-flied hot dogs, you’ll know that the war is still going on. 但是,当你下次看到吃热狗比赛的新闻短片,或者,读到怎样将热狗剖成蝴蝶状的

吃法时,你应该知道:这场战斗还在进行。

--------------------------------------------------------------------------------------------------------------------

Notes:

 

(1)  it stands accused of lacking nutrition…

句中的动词stands是不及物动词,作半连系动词用。过去分词accused作它的表语。“谴责某人”英语是:to accuse somebody of doing something,所以上面的含被动意义的accused后面要接介词of。

 

(2)…the public will see a …party … as objective and thus convincing .

     句中动词see后面接的是复合宾语:宾语(party)+ 宾语补足语(as objective and thus convincing)。As是个引导词。.

 

(3)…finding and reporting the news that much easier .

       句中的the news是宾语,easier是宾语补足语,一起构成复合宾语。that 是副词,表示“程度”,修饰much easier。

 

(4)sports “hot doggers”

   以前,体育比赛时,啦啦队为运动员助威,不断高喊:“hot dog!hot dog!”就像我们的啦啦队高喊“加油!加油!”一样。因此hot doggers就是高喊“hot dog!hot dog!”的人,即“啦啦队员”,而不是“吃热狗的人”。

 

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