2020新上教版高中英語選擇性必修一unit3課文及翻譯

2020新上外版選擇性必修一課文及翻譯蒲公英語瑞齊英語RichieleeUnit3PayingthepriceAReadingandInteractionTheinfluencersImaginethis:youareinacafewhenyouhearayoungmantalkingaboutanewcomputergame.He’sexplainingitsamazingfeaturestoagirl,whothenaskswhereshecanbuyit.Nothingunusual,youmightsay,untilafter15minutes,theymovetoanothercafeandhaveanidenticalconversation.Onyourwayhome,a“tourist”inthestreetasksyoutotakeaphotowiththeircamera.Youdoand,afterwards,theytellyouhowtheyboughtthecamerarecentlyandhowit’sonspecialoffer.Welcometotheworldofstealthmarketing.Youmaysayyouhaven’tmetastealthmarketyet,butthat’sthepoint.Contrarytowhatyoumightexpect,thispracticeisquitecommon.Stealthor“wordofmouth”marketingisn’tlikenormaladvertising.Wecanrecognizeadvertisementsorbillboardsorinfashionmagazines,butit’sdifficulttospotstealthmarketing—itjusttricksus.Studieshaveshownthatpeoplearemorelikelytotrustapersononthestreet,whotheythinkisgivingfreeadvice,ratherthananadvertisement.Infact,inarecentsurveryofyoungadults,only5%believedadvertisements,comparedwith52%whotrustedtheirfriends.Morethan$500billionayearisspentonadvertisingworldwide,butcomparedwithconventionaladvertisingcampaigns,stealthmarketingischeapandeffective.Sohowdoesitwork?Well,let’slookatcompanyX.CompanyXwantstolaunchanewproductfor20-25-year-olds.Theyneedtheirproducttolook“cool”andinteresting,sotheydecidetopayyoungmarketersarecarefullyselected—companyXresearchessocialmediaandtargetsthemostpopularpeopleor“trendsetters”.Thesepeoplesigncontractswheretheyagreetopromotethecompany’sproduct,forinstancebytalkingfavourablyaboutitsproductsonsocialmedia.Twenty-year-oldTanyaFulhamisoneofthem.TanyaFulhamisbeautiful,sportyandclever.She’sinterestedinfashion,lovesshopping,andlistenstothelatestpopmusic.Shehasmorethan15,000followersonsocialmediaandsheofteninfluencestheirchoicesandopinions.She’sbeenhiredbyanundercovermarketingagencytopromotebrandsinblogsandonsocialmedia.“Productswhicharefashionableorhaveastrongbrandimageareeasytosell,”explainsTanya.“Icanusuallygetpeopletobuyeverythingfrommake-uptoluxurygoods,likedesignerjeans.”O(jiān)theryoungmarketersuploadvideosofthemselves,whichdescriberecentshoppingtripsanddisplaytheirlatestpurchases.Theyshowpeopleihowaproductworksorwhatitlookslikeupclose.“It’sgreattogetfreesamplesofcool,newproductsthatmyfriendshaven’theardabout,”addsTanya.“ItmakesmefeelimportantbecauseIhaveinsiderknowledge.”Butdoherfriendsknowthatsheispaidtopromotethem?“No,theydon’t,”sheadmits.“ButIdon’tthinkit’sdishonest.IfIfindsomethingIlike,Italkaboutit.Itdoesn’tmakeanydifferencewhetherI’mpaidornot.”PerhapsTanyaisright.Anyhow,lotsofpeopletellothersaboutthenewbookthey’rereading,anewplacethey’vediscoveredoracoolgadgetthey’vejustbought.We’vealsoa24/7generationandseemorethan3,000adsaday,sowhatdifferencedoesitmake?However,otherpeopleareworried.“Youthinkapersonisbeinghelpful,”saysapsychologist,“butthat’sverydifferentfromsomeonetellingussomethingbecausetheyaregettingpaidforit.Youdon’tknowwhototrustorwhotolistentoanymore.”Sometimesit’shardtotellthedifferencebetweenfreeadviceandpaidadvertisements.Wehavealreadymetthestealthmarketersandtheyarejustlikeus.【參考譯文】有影響力的人想象一下:你在一家咖啡館里，聽到一個年輕人在談?wù)撘豢钚碌碾娔X游戲。他正在向一個女孩解釋它的驚人特征，然后女孩問她在哪里可以買到它。你可能會說，沒什么不同尋常的，直到15分鐘后，他們?nèi)チ肆硪患铱Х瑞^，進(jìn)行了一模一樣的談話。在你回家的路上，一個“游客”在街上叫你用他們的相機(jī)照一張相。你照做了，然后，他們會告訴你他們最近是怎么買的相機(jī)，以及它是怎么打折的。歡迎來到隱形營銷的世界。你可能會說你還沒有遇到過隱形市場，但這就是重點(diǎn)。與您可能預(yù)期的相反，這種做法非常普遍。秘密或“口口相傳”營銷不同于普通的廣告。我們可以識別廣告、廣告牌或時尚雜志上的廣告，但很難發(fā)現(xiàn)隱形營銷——它只是在欺騙我們。研究表明，人們更容易相信街上的人，他們認(rèn)為這是在提供免費(fèi)的建議，而不是廣告。事實上，在最近的一項針對年輕人的調(diào)查中，只有5%的人相信廣告，而相信朋友的人有52%。全球每年在廣告上的花費(fèi)超過5000億美元，但與傳統(tǒng)的廣告活動相比，隱形營銷既便宜又有效。那么它是如何工作的呢?讓我們以X公司為例。X公司想要推出一款面向20-25歲人群的新產(chǎn)品。他們需要他們的產(chǎn)品看起來“酷”和有趣，所以他們決定支付年輕的營銷人員是精心挑選的——公司X研究社交媒體，目標(biāo)是最受歡迎的人或“潮流引領(lǐng)者”。這些人簽訂合同，同意推廣公司的產(chǎn)品，比如在社交媒體上贊揚(yáng)公司的產(chǎn)品。20歲的TanyaFulham就是其中之一。坦尼婭·富勒姆美麗、運(yùn)動、聰明。她對時尚感興趣，喜歡購物，喜歡聽最新的流行音樂。她在社交媒體上有超過1.5萬名粉絲，她經(jīng)常影響他們的選擇和觀點(diǎn)。她受雇于一家臥底營銷機(jī)構(gòu)，在博客和社交媒體上推廣品牌。譚雅解釋說:“時尚的產(chǎn)品或有很強(qiáng)的品牌形象的產(chǎn)品更容易銷售?！薄拔彝ǔＤ茏屓藗冑I各種東西，從化妝品到名牌牛仔褲等奢侈品?！边€有一些年輕的營銷人員上傳自己的視頻，描述他們最近的購物之旅，并展示他們最新購買的商品。他們向人們展示產(chǎn)品是如何工作的，或者它是什么樣子的。Tanya補(bǔ)充道:“獲得朋友們從未聽說過的酷新產(chǎn)品的免費(fèi)樣品是件很棒的事?！斑@讓我覺得自己很重要，因為我了解內(nèi)情?！钡呐笥褌冎浪悄缅X來推銷他們的嗎?“不，他們沒有，”她承認(rèn)。“但我不認(rèn)為這是不誠實的。如果我發(fā)現(xiàn)了我喜歡的東西，我就談?wù)撍Ｎ夷貌荒霉べY都沒有關(guān)系。”也許坦尼婭是對的。無論如何，很多人會告訴別人他們正在讀的新書，他們發(fā)現(xiàn)的新地方，或者他們剛買的酷小玩意。我們也是24/7的一代，每天看到3000多個廣告，這有什么區(qū)別呢?然而，其他人卻很擔(dān)心?！澳阏J(rèn)為一個人是在幫助我們，”一位心理學(xué)家說，“但這與有人告訴我們一些事情是因為他們從中得到了報酬是非常不同的。你不知道該相信誰，也不知道該聽誰的?！庇袝r候很難區(qū)分免費(fèi)建議和付費(fèi)廣告。我們已經(jīng)見過隱形營銷人員了，他們和我們一樣。ECulturalfocusTraditionsforsaleDrivenbyprofits,bigbusinessesmakeuseoffestivalsformarketingpurposes.Festivalarenotonlyculturalsymbols,butalsocommercialevents.Nowadays,peopleusethemasanexcusetospendmoney,butshouldn’tourtraditionalfestivalsbeaboutspendingtimewithfamilyandlovedonesinstead?ThespringFestivalIt’searlyFebruary,andZhangXiaoispackinghersuitcasefortheSpringFestival.She’snotalone;another400millionChinesewillbeonthemoveduringtheweek-longbreak.TheLunarNewYearisthebiggestpublicholidayinChina,withahistorystretchingbackthousandsofyears.Itiscelebratedacrosstheworld,incitiesfromNewYorktoLondon,fromSydneytoVancouver.Thewords“SpringFestival”bringtomindabigharmoniousfamilygatheredaroundthedinnertableraisingatoasttothenewyear.Inthepast,familiesboughtingredientsattraditionalmarketsandspendaweekpreparingtheNewYear’sfeast.Nowadays,manypeopledotheirgroceryshoppinginsupermarketsoronline.It’salsocommontohavethefamilyreuniondinneratarestaurantratherthanathome.Someareworriedthatoldcookingtraditionswillbelostbecauseofthis,butotherswelcomethechangebecausetheynowhavemoretimetorelaxandenjoytheholidaytogether.Valentine’sDayThirty-year-oldJameshasbeenshoppinginParis.He’shadhishaircut,he’sboughtacardwithaheart-shapeddesignandhe’sgotsomechocolatesforhisgirlfriend.Todayis14FebruaryorValentine’sDay—adaywhenromanceandloveiscelebratedaroundtheworld.Loversoriginallycelebratedthisdaybysendingromanticmessagestoeachother,buttoday,sendingacardisn’tenough.Businessesadvertiseflowers,perfume,jewelleryandromanticdinnersfortwointheweeksbefore14February,andmillionsofgiftsareproduced.Jamesmayhaveonlyspend12eurosonhischocolates,butglobally,consumersspend11millioneuroseveryyear!ChristmasOn1DecemberinTrafalgarSquareinLondon,hundredsoflightsonahugetreearelit.Inhighstreetsandhomesacrosstheworld,lightsonbillionsofothertreesarelitbypeopletoo.ChristmasDayisnotuntil25December,butinrecentyears,customershavestartedtoshopweeksinadvance.Becauseofthistrend,peopleintheUKnowstartthinkingofChristmaspresentsabout11weeksbeforetheday!Christmastreesdecoratefortheholidayaretypicallyshowninadvertisements.ThisisbecausethetreeplaysanimportantroleintraditionalChristmascelebrations:itistheplacewherethefamilymembersgatherandwherethebeautifullywrappedpresentsareleft.Today,bigbusinesseshaveturnedChristmasintoaglobalevent,andChristmasproductsanddecorationsaremadeandsoldallovertheworld.SomepeoplethinkthatChristmashasbecometoocommercialized,andthatthereistoomuchfocusonshoppingandadvertising.However,peoplelobegivingeachotherpresents,nomatterwhattheircul