乔布斯传 第152期:"1984"起惊雷

 The "1984" Ad

“1984”广告片
In the spring of 1983, when Jobs had begun to plan for the Macintosh launch,
1983年春，乔布斯开始计划麦金塔电脑的发布，
he asked for a commercial that was as revolutionary and astonishing as the product they had created.
他希望那部广告片能和自己所创造的产品一样富有革命性，令人惊奇。
"I want something that will stop people in their tracks," he said. "I want a thunderclap."
“我想要一种能让人们当场停下来观看的东西他说道，“我想要的是一声惊雷。”
The task fell to the Chiat/Day advertising 1 agency,
这个任务落在了CWat/Day广告公司的肩上，
which had acquired the Apple account when it bought the advertising side of Regis McKenna's business.
该公司在收购了里吉斯·麦肯纳的广告业务后，拿下了苹果公司的合同。
The person put in charge was a lanky 2 beach bum 3 with a bushy beard, wild hair, goofy grin, and twinkling eyes named Lee Clow,
负责这项工作的是李·克劳，他身材瘦髙，皮肤晒成了棕色，胡须浓密，头发蓬乱，喜欢憨笑，双眼熠熠放光，
who was the creative director of the agency's office in the Venice Beach section of Los Angeles.
他是Chiat/Day广告公司的创意总监，办公室就在洛杉矶威尼斯海滩。
Clow was savvy 4 and fun, in a laid-back yet focused way, and he forged a bond with Jobs that would last three decades.
克劳经验丰富，为人风趣，看散漫却很专心；至今，他与乔布斯之间的合作已走过了30年。
双语有声读物 乔布斯传
Clow and two of his team, the copywriter Steve Hayden and the art director Brent Thomas,
当时，克劳同其两位团队成员--文案史蒂夫·海登和艺术总监布伦特·托马斯，
had been toying with a tagline that played off the George Orwell novel: "Why 1984 won't be like 1984."
一直在玩味着一句反驳乔治·奥威尔小说的话：“这就是为什么1984不会变成《1984》。”
Jobs loved it, and asked them to develop it for the Macintosh launch.
乔布斯很喜欢这句话，并让他们加以演绎，用于麦金塔电脑的发布当中。
So they put together a storyboard for a sixty-second ad that would look like a scene from a sci-fi movie.
于是，他们编写了一个60秒广告的故事脚本，看上去有点儿像科幻电影中的场景。
It featured a rebellious 5 young woman outrunning the Orwellian thought police
广告讲述了一个反叛的年轻女子，从奥威尔式思想警察的追捕中逃脱，
and throwing a sledgehammer into a screen showing a mind-controlling speech by Big Brother.
当老大哥正在大屏幕上进行控制人心的讲话时，她将大锤砸向屏幕。
The concept captured the zeitgeist of the personal computer revolution.
这个广告抓住了个人电脑革命的时代精神。
Many young people, especially those in the counterculture,
许多年轻人，尤其是反主流文化人士，
had viewed computers as instruments that could be used by Orwellian governments and giant corporations to sap individuality.
认为计算机是奥威尔式政府和大企业用以消除人们个性的工具。
But by the end of the 1970s, they were also being seen as potential tools for personal empowerment.
但在20世纪70年代末，电脑也被视做能够释放个人能量的工具。
The ad cast Macintosh as a warrior 6 for the latter cause
这则广告恰恰抓住了后一种心态，将麦金塔电脑塑造成为个人自由而战的斗士
a cool, rebellious, and heroic company that was the only thing standing 7 in the way of the big evil corporation's plan for world domination and total mind control.
面对邪恶的大企业意欲统治世界并实行完全的精神控制，唯有苹果这家冷静、反叛、英勇的公司能够阻止它。
Jobs liked that.
乔布斯喜欢这个创意。
Indeed the concept for the ad had a special resonance 8 for him.
事实上，这则广告的观念与他有着特殊的共鸣。
He fancied himself a rebel,
乔布斯幻想自己是一个反叛者，
and he liked to associate himself with the values of the ragtag band of hackers 9 and pirates he recruited to the Macintosh group.
他喜欢将自己与这种价值观联系起来。在打造麦金塔电脑的时候，他们还在办公楼挂起了海盗旗。
Even though he had left the apple commune in Oregon to start the Apple corporation,
尽管乔布斯离开位于俄勒冈州的“苹果社区”创办了苹果公司，
he still wanted to be viewed as a denizen 10 of the counterculture rather than the corporate 11 culture.
但他仍然希望别人将自己看做是一个反主流文化的人，而非大企业文化的代言人。