Daphne提供觀眾所需的背景數(shù)據(jù)后，便進(jìn)入presentation的核心階段。她必須以專(zhuān)業(yè)者的眼光指出天籟在美國(guó)成功的銷(xiāo)售經(jīng)驗(yàn)與在臺(tái)灣所需的行銷(xiāo)企劃之間所存在的重要差異。
I know EarthSound has used all of these advertising methods successfully in
the United States, and you may feel that what works in the States will
work in Taiwan. This is definitely
not the case. There are important differences between EarthSound's advertising
and the advertising of successful companies in Taiwan.
我知道貴公司在美國(guó)已經(jīng)非常成功地運(yùn)用這幾種廣告，而且，各位也許會(huì)認(rèn)為，這些廣告在美國(guó)有效，在臺(tái)灣應(yīng)該也一樣。其實(shí)不然，貴公司的廣告與剛才我提到的幾家在臺(tái)灣成功的公司所做的廣告有很大的不同。
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 calculations 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 people
aware of this 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 would be ready for EarthSound's advertising. This hasn't
happened yet.
天籟的口號(hào)是："天籟--你和環(huán)境的健康選擇"，V08的口號(hào)是："V08，謝謝你把我變得美麗"。為什么會(huì)有這樣的差異呢？我的統(tǒng)計(jì)顯示有85%的美國(guó)大眾相信他們能做些有助于環(huán)境的事，但只有30%的臺(tái)灣人會(huì)這么想。美國(guó)的政客和媒體已讓大眾意識(shí)到環(huán)境的問(wèn)題，這就為天籟的產(chǎn)品創(chuàng)造了市場(chǎng)。如果臺(tái)灣的政客和媒體也能做一樣的事，那臺(tái)灣人才會(huì)接受天籟的廣告，但這種情況還沒(méi)有出現(xiàn)。
Notes:
1. (be) aware of 注意；察覺(jué)；意識(shí)到
aware是個(gè)形容詞，原意為“知道、曉得”，與of一起使用。be aware
of的意思是指感覺(jué)到或注意到某一種情況或氣氛。同義的詞組有become aware of。
We should be aware of the
financial risks before committing ourselves.
我們承諾之前應(yīng)先注意財(cái)務(wù)上的風(fēng)險(xiǎn)。
2. be
ready for... 準(zhǔn)備好的；可以（做……）了
ready是形容詞，意思為“準(zhǔn)備好的”。be ready
for即“有準(zhǔn)備要做……”，引申有“對(duì)……是適合的”之意。presentation中，Daphne認(rèn)為臺(tái)灣人的環(huán)保意識(shí)還不夠普遍，故 not ready for
accepting（還不能接受）天籟的廣告詞。
We should be ready for strong competition when we
move into the Taiwan market.
開(kāi)拓臺(tái)灣市場(chǎng)時(shí)，我們應(yīng)該做好迎接激烈競(jìng)爭(zhēng)的準(zhǔn)備。
3. work
有效；成功；達(dá)到目的
work
一般的意思是“工作”（動(dòng)詞；名詞）；在這里是個(gè)口語(yǔ)用法，“有效；發(fā)揮功能”的意思，例如它在文中就是用來(lái)描述美國(guó)的廣告詞若原封不動(dòng)搬到臺(tái)灣就沒(méi)辦法“產(chǎn)生效果”。要注意的是，“work”用做“有效”的意思時(shí)，其主詞一定是某事、物或某個(gè)辦法，而不是人。
If
your training program works in Hong Kong, it will work in
Singapore.
你們的訓(xùn)練課程如果在香港適用，在新加坡也會(huì)適用的。
句型總結(jié)
● 比較差異
1. There are important differences between (A) and (B).
2.
There are great distinctions between (A) and (B).
3. There are obvious
contrasts between (A) and (B).
4. We can see discrepancies between (A) and
(B).
5. We find great differences between (A) and (B).
presentation中要做一些比較時(shí)，最好提醒觀眾的注意，例如先說(shuō)“There are important differences
between...and...，……（之間）有很大的不同”，然后再說(shuō)出不同之處。這個(gè)句型可以直接指出某兩項(xiàng)事物有極大的差異；differences，“差別”在此為復(fù)數(shù)，表示有多項(xiàng)不同點(diǎn)，并以
important 來(lái)形容，有強(qiáng)調(diào)差異性的作用；介詞 between 之后加相比較的事物，并注意要用 and
來(lái)連結(jié)這兩者。如果差異并不復(fù)雜，你甚至可以接著把它們列出來(lái)。
● 提出因果關(guān)系
2. If (the cause), then (the
effect)
3. When (the cause) happens, (the effect) happens
4. When we do
(the cause), (the effect) occurs
5. (The cause) caused (the effect)
6.
(Effects) were all due to (the cause)
有果必有因，presentation中尤其要說(shuō)明結(jié)果的來(lái)由，以服眾人。“If..., then...”就是經(jīng)常用來(lái)說(shuō)明因果的句子。If
后面接表示原因的句子，then
后面接表示結(jié)果的句子。通常都是先說(shuō)明原因再提到結(jié)果，這樣比較合乎邏輯又易懂。但有時(shí)候?yàn)榱藦?qiáng)調(diào)，也可以先列出一連串的結(jié)果再說(shuō)明造成的原因。
（上海理工大學(xué)通訊員何旖文供稿 英語(yǔ)點(diǎn)津 Annabel 編輯）
