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Mello also wanted to know how much she’d have to earn to maintain her present standard of living. Using an online salary calculator, she typed in her current salary, $34,000, and Baltimore (the nearest big city to Columbia). Within seconds her computer flashed $44,000. “Because of the salary calculator, I knew what to ask for,” says Mello.
梅洛还想了解,要想维持现有的生活水平,自己该赚多少钱。她使用在线薪酬计算器,把自己目前的收入$34,000输进去,再输入Baltimore(巴尔的摩,离哥伦比亚最近的大城市)。短短几秒钟后,电脑屏幕上就闪现出$44,000。“因为有了这个薪酬计算器,我才知道自己该要多少薪水,”梅洛说。
By accessing an online real estate service, she saw color photos of rental properties, including detailed floor plans. When Mello arrived in Columbia, she felt completely prepared. The interview was a success, and the next day she was offered a job at a salary of $47,800.
通过上网进入一家在线房地产服务公司网站,梅洛看到了可供租用的房子的彩色照片,包括很详细的楼面格局图。梅洛来到哥伦比亚时,她觉得自己完全做好了准备。面试成功了,第二天,她就得到了一份工作,薪金是47,8000美元。
“The Internet is easy to use and it works,” says one job seeker, “What more could you want?”
“因特网很容易使用,而且确实有效,”一个求职者说道,“你还要什么呢?”
UNIT3
The victim广告的受害者
You could call me a shop-a-holic, as most of my friends do, but I call myself a lover of fashion. Sitting in my room, I look in my closet at all my belongings and wonder what else I want to buy. Abercrombie, Guess, J Crew and Ralph Lauren are just a few of the name-brand items that clutter my room. And I want more. I've never stopped to question whether I'm getting what I'm paying for, though I've always been a \shopper, a sale shopper. But, as I learn more about my future field, marketing, I realize that I am a victim of advertising. All the things I want and buy are influenced by what magazines, television, and other advertisers tell me I need to buy.
你可以说我是购物狂,朋友大都这样说我,不过我自认为是个时尚爱好者。坐在房间里,看着衣橱里所有的东西,我总是在想还有什么要买的。Abercrombie, Guess, J Crew, Ralph Lauren,还有其他名牌产品,充斥着我的房间,但我还想要更多。我从不考虑我买的东西是否物有所值,虽然我买东西一直都很“精明”,买的都是打折的商品。然而,我对将来要从事的营销领域了解越深入,就越明白自己原来是深受广告的左右。我想要的,我所买的,都受到杂志、电视或别的广告商的影响,它们在告诉我该买些什么。
Everyone wears clothes. They can be a statement, a style, or a definition of who you are. They can also be a simple necessity. For me, clothing has meant different things. As a child, I wore what my mother gave me or the hand-me-downs from my sister. I never questioned how I looked, but I liked to dress up.
人人都穿衣服,衣着可以展现个性,显示品味,定义性格,也可以只是为了满足基本的需求。对我而言,衣着在不同时期有不同的意义。小时候,妈妈给什么我就穿什么,要不就穿姐姐的旧衣服。我从不考虑衣着打扮,不过我喜欢穿得漂漂亮亮的。
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In middle school, I became more concerned with my appearance, like most girls. But as I progressed to high school, advertising became a big influence. Boys began to notice girls, and all the girls wanted to look good. The clothing in high school became something that defined you; it identified you with a certain group. Wearing Abercrombie jeans meant you were the preppy all-American girl, a Guess shirt meant you were the snobby rich girl, and anything worse or less than that was unacceptable.
初中时,像大多数女生一样,我开始在意自己的打扮。但从高中开始,广告对我产生了很大的影响。男生开始留意女生,每个女生都想打扮得漂漂亮亮。高中时衣着界定你的身份,并将你归入某一群体。穿Abercrombie牌的牛仔裤说明你是典型的美国女生,干净利落;穿Guess的衬衫说明你是富家千金,自命不凡,任何其他差一些的衣服都是不可接受的。
In college, advertising hit me in a different way. College is a place where typically no one knows you at first, so you can be whoever you want to be. There are so many students and such a variety of people that clothing begins to define you less and less and your personality begins to define you more and more. Everyone is growing and changing and beginning to learn who they really are. Yet my friends and I still turn to advertising, now not only to stay in fashion but more so to find our own style. In my quest for identity, the style of clothing I choose reflects me. It shows my personality and shows what type of person I am.
上大学后,广告又用另外的方式影响着我。大学里,最初通常没有人认识你,所以你想怎样穿戴都行。学生很多,而且什么人都有,以穿戴看人的情况越来越少,以个性判断人的情况越来越多。每个人都在成长、改变,开始为真正的自己定位。我和朋友们依然关注广告,不过现在不只是为了紧跟时尚,更多的是想找到自己的风格。在寻找个性的过程中,我所选择的衣服样式反映我,显示我的个性,表明我是哪种类型的人。
Despite my choice to have my clothing reflect and not define me, I remain a victim of advertising. Although I look to ads for the upcoming styles, I am still affected by the underlying images behind them. Advertising reflects society and also adds to societal definitions. Advertisers show us people around us, yet they choose only a certain look. By showing us just these people, they are defining those few as the beautiful people. Advertising feeds off human insecurities and makes us want to be like these beautiful people. Our insecurities with wanting to be popular and wanting to be loved are used against us. Society fosters the fascination that we should not be who we are, and advertisers use this to influence us to believe certain messages. If we do not look like the models, we are not beautiful. If we are not thin and curvy we are not attractive. Even if we have great personalities, most people will not like us if we are not physically beautiful.
虽然我决心让衣服反映,而不是代表我本人,但广告还是在左右着我。虽然我看广告的目的是想了解最新潮流,可我还是会受到广告的潜在信息的影响。广告反映社会,也丰富了社会的含义。广告给我们看到的是我们身边的人,但他们只选择特定的类型。通过展现这一类人,广告将这极少数人定义为俊男美女。广告利用人们不甘人后的心理,怂恿我们去学这些俊男美女。我们想受人欢迎、想得到拥戴,这些心理正好被用来对付我们自己。人们向往变成别的模样,社会又推波助澜,广告就利用这些来影响我们去相信某些信息:要是穿戴与模特有差距,就不能算漂亮;要是不苗条,曲线不美,就没有吸引力;要是其貌不扬,就算性格再好,大多数人还是不会喜欢我们。
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Advertisers use our weaknesses to tell us what is new, what we should be like, what is cool, and what is hot. Because human nature makes us want to be popular and glamorous, we follow the lead ads give us. Is it the victim's fault for believing, or the fault of society for allowing advertisers to do so? These are the questions I often ask myself as I enter the field of marketing. It is very easy to use human insecurities as a means of targeting consumption, but is it right? How will we ever know unless we step back and stop reading magazines and watching television? Until then, I will remain a victim of advertising. And so will almost everyone else.
广告利用我们的弱点告诉我们什么最新潮,我们应该是什么样子,什么最酷,什么最热门。我们都想受人欢迎,魅力四射,这是人性使然,所以我们会对广告言听计从。这应该怪人们相信广告吗?还是该怪社会纵容广告误导人?我进入营销业之后,经常考虑的就是这些问题。利用人的不甘人后的心理来促进消费固然是件轻而易举的事,但这样做对吗?要想找出答案,我们就得退一步,不再读杂志,不再看电视。不然的话,我还是摆脱不了广告的左右。别的人也是如此。
UNIT4
Death of dream梦断魂萦
They boarded the plane in New York City with high hopes. The 18 members of the United States figure skating team would fly to Brussels, Belgium. Then they were to go on to Prague, Czechoslovakia, for the world ice skating championships. A photo was taken of the team members as they stood on the steps of the Sabena Airlines 707 jet. The best of America’s skaters beamed for the camera. Mostly young, they laughed and giggled, their eyes dancing with excitement. This was going to be the time of their lives.
在纽约,美国花样滑冰队的18名成员踌躇满志地登上飞机。他们将飞往比利时的布鲁塞尔,在那儿转机,到(前)捷克斯洛伐克去参加在布拉格举办的世界花样滑冰锦标赛。站在比利时沙比那航空公司的707喷气机的舷梯上,全体成员合影留念。这批全美顶尖的滑冰运动员在照相机前笑脸盈盈,开心地笑着,眼睛里舞动着激动与兴奋。这将成为他们生命中珍贵的一刻。
There were three ice skating pairs on the plane. Two were brother-and-sister teams: Laurie and William Hickox and Ida and Ray Hadley. There was also the husband-and-wife team of Patricia and Robert Dineen. But the brightest star of all was a singles skater. Her name was Laurence “Laurie” Owen. Only 16 years old, she had won the North American title for women just two days earlier. Laurie had great skill, dazzling grace, and a winning smile. 机上有三对双人组合,其中两对是兄妹组合:
希科克斯兄妹和哈德利兄妹,另一对是夫妻搭档,迪宁夫妇。但众星之中最耀眼的是一名单人滑选手。她叫劳伦斯·欧文,人称“劳利”。年仅16岁的她,两天前刚夺得北美花样滑冰女子冠军。劳利技巧娴熟,优雅无比,笑靥如花。
Laurie came from a skating family. Her mother, Maribel, had won the U.S figure skating championship nine times. Laurie had an older sister who shared her mother’s name. Maribel Owen, age 20, was not quite as strong a skater as Laurie. Still, she had just won the U.S. senior pairs championship. All three of the Owen women were on the plane bound for Brussels.
劳利出生于滑冰世家。母亲玛丽贝尔曾九次将美国花样滑冰冠军收入囊中。劳利还有一个姐姐,与母亲同名。玛丽贝尔·欧文20岁,实力不如劳利,但也刚刚获得美国双人滑
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大龄组的冠军。欧文家的三员女将都在飞往布鲁塞尔的航班上。
Sabena Flight 548 took off at 7:30 P.M. on February 14, 1961. The flight across the Atlantic was pleasant. Early the next day, the plane neared the airport at Brussels. There seemed to be no cause for concern. There was no distress signal of any kind from the pilot, Captain Louis Lambrechts. There were no storms or high winds in the region. In fact, the weather was perfect. It was warm and sunny.
1961年2月14日下午7点30分,沙比那548号航班起飞了。飞越大西洋的航程是很惬意的。第二天一早,飞机飞临布鲁塞尔的机场,没有任何异常。驾驶飞机的路易斯·兰布莱奇机长,没有发出任何遇难信号。该地区没有暴风雨,也没有大风。事实上,天气很好,暖和而晴朗。
But something must have gone wrong in the cockpit. During the last few minutes before the scheduled landing, Captain Lambrechts did not contact the Brussels airport. Just before 10:00 A.M., he lowered the wheels of the jet and began his approach to land. But, at the last moment, he pulled the plane up. Perhaps he saw another jet taking off and feared a collision. Or perhaps he already knew that something was wrong with his plane. In any case, he circled the airport and prepared to try again.
但驾驶员座舱肯定出了什么差错。在预定着陆的最后几分钟内,兰布莱奇机长没有与布鲁塞尔机场联系。快到上午十点时,他放下了起落架,开始着陆。但在最后一刻,他又把飞机机头拉起往上攀升。也许他看见另一架飞机正在起飞,害怕撞机。也许他已经知道他的飞机出了故障。不管怎么样,他绕着机场飞了一圈,再次尝试着陆。
Lambrechts came in a second time, flying about 500 feet over a farm near the village of Berg, northeast of Brussels. Then he suddenly increased his speed and pulled the plane into a steep climb. By this time, officials in the Brussels control tower could tell that something was very wrong. “We saw the crash coming,” said one official. “They couldn’t have been faster,” the official said. “But there was nothing they could do.”
兰布莱奇第二次出现了,飞过布鲁塞尔东北部的一个叫博格的村庄附近的农场,飞行了大约500英尺。突然他猛地提速,飞机急遽攀升。这时候,布鲁塞尔控制塔的官员们知道大事不妙了。“我们眼睁睁地看着惨剧发生,”有个官员说。“他们的反应够快的了,可是无能为力,”他说。
normal approach to land when it A man riding on a train saw that the plane was in trouble. “The plane appeared to be making a suddenly reared up into the sky,” he said. “Then it fell back like a great stone and we heard the explosion.”
有个坐火车的人看见飞机出问题了。“飞机好像准备正常着陆,突然又攀升到天空,”他说。“然后掉了下来,像块大石头一样,接着我们就听见了爆炸声。”
It was 10:05 A.M. when the Sabena jet hit the ground and exploded in a ball of flames. It just missed hitting a row of houses. All 72 people on board were killed, including 49 Americans and 11 members of the crew. There was nothing anyone could do. The crash site was a scene of total destruction. Debris was scattered over 200 yards. Charred remains and body parts were strewn all over the area. Several couples on the plane were found locked in a final embrace.
10点05分,飞机撞到地面爆炸了,燃成了一团火球。还险些就撞上一排房子。机上72人全部遇难,其中包括49名美国人和11名机组人员。人们无能为力。失事现场一片狼藉。碎片散落到200码开外。烧焦的残骸以及肢体满地都是。机上的几对夫妇最后一次紧紧抱在
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