近日，英國時尚品牌巴寶莉（Burberry）正式發(fā)布了由全新代言人趙薇澳迫、周冬雨拍攝的廣告大片《摩登新禧》局齿，以此慶祝中國的農(nóng)歷新年。本片的定位是英倫風(fēng)與中國風(fēng)的完美結(jié)合橄登，既古典又時髦抓歼。但是整組照片的畫風(fēng)讓網(wǎng)友十分費解：色調(diào)灰暗，而且沒有一個人在笑拢锹。網(wǎng)友們紛紛表示不敢相信自己的眼睛：這哪有一點過節(jié)氣氛谣妻？明明更像恐怖片海報……
國際大牌競相推出春節(jié)營銷活動，與中國市場近年展現(xiàn)的強(qiáng)大購買力緊密相關(guān)卒稳。據(jù)麥肯錫的《2017中國奢侈品報告》蹋半，至2025年，預(yù)計中國消費者將一舉買下44%的全球奢侈品充坑。盡管各大國際品牌都鉚足了勁兒减江，要給神秘的東方農(nóng)歷新年獻(xiàn)上一份賀禮。奇怪的是捻爷，明明這些大牌的單品都美到絕妙辈灼，但似乎一直沒能找到與東方文化平衡的切入點，要么用力過猛也榄，要么水土不服巡莹。在東西方文化之間建立關(guān)聯(lián)，試圖拉近與本土消費者的距離，這種做法值得鼓勵榕莺，但如何做好本地化俐芯，國際品牌或許還需要再下一番功夫棵介。
本篇課程首發(fā)于@友鄰優(yōu)課 2019年1月19日钉鸯，選自 CNBC
Burberry is running its first Lunar New Year ad — but some people are calling it creepy
Chinese/Lunar New Year: 農(nóng)歷新年；春節(jié)
run/publish an/one's ad: 發(fā)布廣告
run /r?n/: vi. 跑步 vt. 運行邮辽，經(jīng)營唠雕；舉辦
creepy /?kri?pi/: adj. 詭異的；細(xì)思極恐的
① British fashion label Burberry has launched a campaign celebrating Lunar New Year, but some people aren't so sure about it.
label /?le?b?l/: n. (時裝) 品牌吨述；標(biāo)簽岩睁；唱片公司/音樂廠牌
launch a campaign /k?m?pe?n/: 發(fā)起一項活動
celebrate /?sel?bre?t/: vt. 慶祝
be not so sure about sth.: 對……持懷疑態(tài)度
② The campaign is the brand's first for the February 5 festival in celebration of "family traditions and togetherness during the festive period," but the advertising images, in the style of a family portrait, have been criticized as being "creepy," by people on social media.
brand /br?nd/: n. 品牌
in celebration of: 為了慶祝……
togetherness /t??ɡee?n?s, t??ɡee?rn?s/: n. 合家團(tuán)圓揣云；團(tuán)結(jié)友愛
during the festive period: 在節(jié)日期間
festive /?fest?v/: adj. 節(jié)日的捕儒；喜慶的
in the style of: 以……的風(fēng)格/樣式
a family portrait: 全家福
③ Burberry's New Year campaign stars Chinese actresses Zhao Wei and Zhou Dongyu, showing them with models of different ages, against a grey backdrop. None of the characters is smiling.
star /stɑ?, stɑ?r/: vt. 由……主演 n. 明星
backdrop /?b?kdr?p, ?b?kdrɑ?p/: n. 幕布；背景
④ "Inspired by classic portraiture, the campaign is reimagined in an informal urban environment, juxtaposing the old and the new, the traditional and the contemporary," the company's online release stated.
portraiture /?p??tr?t??, ?p??rtr?t??r/: n. 肖像畫
reimagine /?ri???m?d??n/: vt. 重新想象/思考邓夕；重塑
juxtapose /?d??kst??p??z/: vt. (為形成對照效果而) 并置/并列刘莹；對照，對比
contemporary /k?n?temp?r?ri, k?n?temp?reri/: adj. 現(xiàn)代的焚刚；當(dāng)代的
(press) release: 新聞通稿点弯；發(fā)布的聲明/文件
⑤ Burberry is in the middle of a repositioning as a "higher" luxury label, meaning it can charge more for its clothes and accessories, a move initiated by Chief Executive Marco Gobbetti after he took on the role in 2017. It is also aiming for ￡100 million in savings between 2016 and 2019, which it says it is on track to achieve.
in the middle of (doing) sth.: 正在做某事
repositioning /?rip??z???ni?/: n. 重新定位
savings /?se?v??s/: n. (復(fù)數(shù)) 存款；省下的錢
to be on track to do sth.: 有可能獲得想要的結(jié)果
▍詞匯拓展
- run: vi. 跑步 vt. 運行矿咕，經(jīng)營抢肛；舉辦
run a story 刊登一則故事
run an article 發(fā)表一篇文章
run a company 經(jīng)營一家公司
run a machine 運行一架機(jī)器
run a competition 舉辦一場比賽 - creepy: adj. 詭異的；細(xì)思極恐的
· If we say something is creepy, it means it is causing a sensation as if things are crawling on your skin.
creep: vi. 爬行
The train crept into the station.
火車緩緩駛進(jìn)車站碳柱。 - be not so sure about sth.: 對……持懷疑態(tài)度
· 近義表達(dá) have doubts about sth. - festive: adj. 節(jié)日的捡絮；喜慶的
festive decorations 節(jié)日裝飾
festive ambiance 節(jié)日氣氛 - star: vt. 由……主演 n. 明星
The film Mission Impossible stars Tom Cruise.
電影《碟中諜》是由湯姆·克魯斯主演的。 - backdrop: n. 幕布莲镣；背景
The story took place against the backdrop/background/backcloth of World War II.
這個故事是以第二次世界大戰(zhàn)為背景展開的福稳。 - reimagine: vt. 重新想象/思考；重塑
The artworks aim to reimagine the relationship between man and society.
這些藝術(shù)作品致力于重新去想象人與社會的關(guān)系剥悟。
The artist reimagined the division between art and reality.
這位藝術(shù)家重新思考了現(xiàn)實與藝術(shù)之間的界限灵寺。
· 類似的詞還有 rewrite/reconstruct/rethink
· 書名：Sex and Philosophy: Rethinking de Beauvoir and Sartre（中譯名：《玫瑰孕育哲思：波伏瓦與薩特》） - juxtapose: vt. (為形成對照效果而) 并置/并列；對照区岗，對比
· 名詞 juxtaposition
· compose: vt. 組合略板；組成
· oppose: vt. 反對；對立
· impose: vt. 強(qiáng)加慈缔；強(qiáng)制
juxtapose strong colors 把鮮明的色彩放在一起形成撞色
juxtapose stories of the poor with those of the rich 把窮人的故事和富人的故事放在一起形成對比
"It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness." (《雙城記》) - to be on track to do sth.: 有可能獲得想要的結(jié)果
· 等于 to be likely to achieve the result you want
▍責(zé)任編輯：高晴叮称、李煥
▍內(nèi)容校對：武志琳、章曉丹
