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Daphne提供观众所需的背景数据后,便进入presentation的核心阶段。她必须以专业者的眼光指出天籁在美国成功的销售经验与在台湾所需的行销企划之间所存在的重要差异。 I know EarthSound has used all of these advertising1 methods successfully in the United States, and you may feel that what works2 in the States willworkin Taiwan. This is definitely3 not the case. There are important differences between EarthSound's advertising and the advertising of successful companies in Taiwan. 我知道贵公司在美国已经非常成功地运用这几种广告,而且,各位也许会认为,这些广告在美国有效,在台湾应该也一样。其实不然,贵公司的广告与刚才我提到的几家在台湾成功的公司所做的广告有很大的不同。 EarthSound's slogan is, "EarthSound - the healthy alternative for you and the environment," while V08's slogan is, "Thank you, V08, for making me beautiful." Why the difference? My calculations4 show that 85% of the American public believes they can do something to help the environment, but only 30% of Taiwan's people feel the same. America's politicians and its media have made peopleaware ofthis issue. This has created a market for EarthSound's products. If Taiwan's politicians and media would do the same, then the people of Taiwan wouldbe ready forEarthSound's advertising. This hasn't happened yet. 天籁的口号是:"天籁--你和环境的健康选择",V08的口号是:"V08,谢谢你把我变得美丽"。为什么会有这样的差异呢?我的统计显示有85%的美国大众相信他们能做些有助于环境的事,但只有30%的台湾人会这么想。美国的政客和媒体已让大众意识到环境的问题,这就为天籁的产品创造了市场。如果台湾的政客和媒体也能做一样的事,那台湾人才会接受天籁的广告,但这种情况还没有出现。 Notes: 1. (be) aware of 注意;察觉;意识到 句型总结 ● 比较差异 presentation中要做一些比较时,最好提醒观众的注意,例如先说“There are important differences between...and...,……(之间)有很大的不同”,然后再说出不同之处。这个句型可以直接指出某两项事物有极大的差异;differences,“差别”在此为复数,表示有多项不同点,并以 important 来形容,有强调差异性的作用;介词 between 之后加相比较的事物,并注意要用 and 来连结这两者。如果差异并不复杂,你甚至可以接着把它们列出来。 有果必有因,presentation中尤其要说明结果的来由,以服众人。“If..., then...”就是经常用来说明因果的句子。If 后面接表示原因的句子,then 后面接表示结果的句子。通常都是先说明原因再提到结果,这样比较合乎逻辑又易懂。但有时候为了强调,也可以先列出一连串的结果再说明造成的原因。 上海理工大学通讯员何旖文供稿 点击收听单词发音
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