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ChipKidd_2015S-_第一印象的艺术——有关设计与生活_
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| Blah blah blah blah blah. |
吧啦吧啦吧啦吧啦吧啦 |
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Blah:n.废话;空话;瞎说;int.废话;
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| Blah blah blah blah, blah blah, blah blah blah blah blah blah. |
吧啦吧啦吧啦吧啦 吧啦吧啦,吧啦啦啦啦啦 |
| Blah blah blah, blah. |
吧啦啦,吧啦 |
| So what the hell was that? |
这都说得是什么鬼？ |
| Well, you don't know because you couldn't understand it. |
你不知道因为你根本听不懂 |
| It wasn't clear. |
这话说的不明不白 |
| But hopefully, it was said with enough conviction that it was at least alluringly mysterious . |
还好,有一点可以确信 至少这段话神秘而有趣 |
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conviction:n.判罪;定罪;坚定的看法(或信念);坚信;肯定; mysterious:adj.神秘的;不可思议的;难解的;
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| Clarity or mystery? |
想要明确性还是神秘感 |
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Clarity:n.清楚,明晰;透明;
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| I'm balancing these two things in my daily work as a graphic designer, as well as my daily life as a New Yorker every day, and there are two elements that absolutely fascinate me. |
作为一名平面设计师我在工作中平衡二者 作为纽约人我在生活中也是如此 每天如此 我着迷于两种元素 |
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graphic:adj.形象的;图表的;绘画似的; as well as:也;和…一样;不但…而且; elements:n.要素;基本部分;少量;一群;(element的复数) absolutely:adv.绝对地;完全地; fascinate:vt.使着迷,使神魂颠倒;vi.入迷;
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| Here's an example. |
举个例子 |
| Now, how many people know what this is? |
多少人知道这是什么？ |
| Okay. Now how many people know what this is? |
好吧,那么现在呢？ |
| Okay. Thanks to two more deft strokes by the genius Charles M. Schulz, we now have seven deft strokes that in and of themselves create an entire emotional life, |
多亏查尔斯·M·舒尔茨那绝妙的两笔 现在,我们有了这简单的七笔线条 来展现整个感情生活 |
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deft:adj.灵巧的;机敏的;敏捷熟练的; strokes:n.中风; v.轻抚; (stroke的第三人称单数和复数) genius:n.天才;天资;才能,本领; emotional:adj.情绪的;易激动的;感动人的;
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| one that has enthralled hundreds of millions of fans for over 50 years. |
一张在过去的50年里 积攒了亿万粉丝的脸 |
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enthralled:adj.被迷住的;v.迷住;奴役;吸引住;(enthral的过去分词)
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| This is actually a cover of a book that I designed about the work of Schulz and his art, which will be coming out this fall, and that is the entire cover. |
其实,这是我设计的一本书的封面 介绍舒尔茨和他的作品 今年秋季发售 这就是整个封面 |
| There is no other typographic information or visual information on the front, and the name of the book is "Only What's Necessary." |
封面上没有别的文字信息或视觉信息 书名叫《绝无赘述》 |
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typographic:adj.排字上的;印刷上的; visual:adj.视觉的,视力的;栩栩如生的;
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| So this is sort of symbolic about the decisions I have to make every day about the design that I'm perceiving , and the design I'm creating. |
所以,这象征了我每天必须做出的设计抉择 有关我接收到的设计 以及我创作出的设计 |
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symbolic:adj.象征的;符号的;使用符号的; perceiving:v.注意到;意识到;将…理解为;认为;(perceive的现在分词)
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| So clarity. |
也就是明确性 |
| Clarity gets to the point. |
重点就是明确性 |
| It's blunt . It's honest. It's sincere . |
直截了当,诚实而有诚意 |
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blunt:adj.钝的,不锋利的;生硬的;直率的;v.使迟钝; sincere:adj.真诚的;诚挚的;真实的;
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| We ask ourselves this. ["When should you be clear?"] |
我们问自己[何时应当保持清晰？] |
| Now, something like this, whether we can read it or not, needs to be really, really clear. |
现在,比如这个无论我们是否看得懂 都必须要非常、非常地明确 |
| Is it? |
对吧？ |
| This is a rather recent example of urban clarity that I just love, mainly because I'm always late and I am always in a hurry. |
这是近期一个关于城市明确性的例子我非常喜欢 主要是因为,我经常迟到,通常很赶 |
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urban:adj.城市的;都市的;城镇的;都市音乐的; mainly:adv.大多;大部分;主要地;首要地;
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| So when these meters started showing up a couple of years ago on street corners, |
所以,当这些计时器在最近几年开始在街角出现的时候 |
| I was thrilled , because now I finally knew how many seconds I had to get across the street before I got run over by a car. |
我很激动,因为我终于知道了 我必须在多少秒内通过街道 才能不被车撞到 |
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thrilled:adj.非常兴奋; v.使非常兴奋; (thrill的过去分词和过去式) finally:adv.终于;最终;(用于列举)最后;彻底地;
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| Six? I can do that. (Laughter) |
六秒？我做得到（笑声） |
| So let's look at the yin to the clarity yang, and that is mystery. |
现在,我们来看看与阳对应的阴（此处他指的是阴阳对立面关系） 也就是神秘 |
| Mystery is a lot more complicated by its very definition . |
神秘感就其定义来说极度复杂 |
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complicated:adj.复杂的;难懂的;v.使复杂化;(complicate的过去分词和过去式) definition:n.定义;清晰度;(尤指词典里的词或短语的)释义;解释;
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| Mystery demands to be decoded , and when it's done right, we really, really want to. |
神秘感需要解码 要是做得好的话我们会非常非常想去解码 |
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decoded:译解;
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| ["When should you be mysterious?"] |
[何时应当保持神秘？] |
| In World War II, the Germans really, really wanted to decode this, and they couldn't. |
在第二次世界大战时,德国特别想破译这个 但他们失败了 |
| Here's an example of a design that I've done recently for a novel by Haruki Murakami, who I've done design work for for over 20 years now, and this is a novel about a young man who has four dear friends |
这是我最近所做设计的例子 设计村上春树的小说 我已经为他做了20多年的设计工作, 这本小说,讲述一个小伙子,有四个挚友 |
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recently:adv.最近;新近; novel:adj.新奇的;异常的;n.小说;
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| who all of a sudden , after their freshman year of college, completely cut him off with no explanation, and he is devastated . |
他们突然在大一之后 完全孤立了他,也并没有向他解释 小伙子变得消沉 |
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all of a sudden:突然地,出乎意料地; devastated:adj.不安的,混乱的,震惊的; v.彻底破坏; (devastate的过去分词和过去式)
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| And the friends' names each have a connotation in Japanese to a color. |
其中每个挚友的名字隐含了日文中的一种颜色 |
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connotation:n.内涵;含蓄;暗示,隐含意义;储蓄的东西(词,语等);
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| So there's Mr. Red, there's Mr. Blue, there's Ms. White, and Ms. Black. |
有红色先生、蓝色先生、白色先生和黑色先生 |
| Tsukuru Tazaki, his name does not correspond to a color, so his nickname is Colorless , and as he's looking back on their friendship, he recalls that they were like five fingers on a hand. |
而多崎造的名字并不对应某种颜色 所以,他也叫“无色”当他回顾他们的友谊时 他记得他们就像一只手的五个手指 |
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correspond:vi.符合,一致;相应;通信; nickname:n.绰号;昵称;v.给…取绰号;叫错名字; Colorless:adj.无色的;苍白的;无趣味的; recalls:vt.召回;回想起,记起;取消;n.召回;回忆;撤消;
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| So I created this sort of abstract representation of this, but there's a lot more going on underneath the surface of the story, and there's more going on underneath the surface of the jacket. |
因此,我创作了这样一个抽象概念 但是表面情节之下还潜藏着很多事情 同样,封面之下也潜藏了很多事情 |
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abstract:n.摘要; adj.抽象的; vt.摘要; vi.做摘要; representation:n.表现;代表;描述;陈述 underneath:prep.在…的下面;在…的支配下;n.下面;底部;adj.下面的;底层的;
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| The four fingers are now four train lines in the Tokyo subway system, which has significance within the story. |
四根手指现在是东京地铁系统的 四条线路 在故事里非常重要 |
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significance:n.意义;重要性;意思;
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| And then you have the colorless subway line intersecting with each of the other colors, which basically he does later on in the story. |
然后,你有这条无色地铁线路 与其他色彩相交 正如小伙子在之后的故事里的所作所为 |
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intersecting:adj.交叉的;vt.交叉(intersect的现在分词); basically:adv.主要地,基本上;
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| He catches up with each of these people to find out why they treated him the way they did. |
他找到每一个人 去寻求他们这样对待他的原因 |
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treated:v.以…态度对待;把…看作;(treat的过去分词和过去式)
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| And so this is the three-dimensional finished product sitting on my desk in my office, and what I was hoping for here is that you'll simply be allured by the mystery of what this looks like, and will want to read it to decode and find out and make more clear why it looks the way it does. |
这就是三维成品 它在我办公室的桌上 我希望在座的各位能够 被它的神秘感所吸引 并且想要阅读这本书 去破译它,从而更清楚地了解它为什么长这个样子 |
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three-dimensional:adj.三维的;立体的;真实的;
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| ["The Visual Vernacular ."] |
[“视觉白话”] |
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Vernacular:adj.本国的;地方的;用本地语写成的;n.本地话,方言;动植物的俗名;
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| This is a way to use a more familiar kind of mystery. |
这是一种运用更熟悉的神秘感的方法 |
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familiar:adj.熟悉的;常见的;亲近的;n.常客;密友;
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| What does this mean? |
什么意思？ |
| This is what it means. ["Make it look like something else."] |
就是这个意思[ 让它看起来像其他东西 ] |
| The visual vernacular is the way we are used to seeing a certain thing applied to something else so that we see it in a different way. |
视觉白话就是我们习惯把一种事物 视为另一种事物从而我们以不同的方法看待它 |
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applied:adj.应用的;实用的;v.应用;使用;申请,请求;(apply的过去分词和过去式)
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| This is an approach I wanted to take to a book of essays by David Sedaris that had this title at the time. ["All the Beauty You Will Ever Need"] |
对于戴维·赛达瑞斯的散文集我想采取的就是这个方法 那时这是它的书名［《你所需的一切美丽》] |
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approach:n.方法;路径;v.接近;建议;着手处理;
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| Now, the challenge here was that this title actually means nothing. |
现在,难点在于这个标题并没有任何含义 |
| It's not connected to any of the essays in the book. |
它和书中的任何一篇文章都没有联系 |
| It came to the author's boyfriend in a dream. |
它来自于作者男友的一个梦 |
| Thank you very much, so -- (Laughter) -- so usually, I am creating a design that is in some way based on the text, but this is all the text there is. |
非常感谢,那么（笑声）那么我就要创作一个 在某种程度上基于文章的设计但文章就只有这些 |
| So you've got this mysterious title that really doesn't mean anything, so I was trying to think: |
所以你就看到了这神秘的没有任何含义的题目 我就试图想: |
| Where might I see a bit of mysterious text that seems to mean something but doesn't? |
我会在哪里看到这样神秘的文字 |
| And sure enough, not long after, one evening after a Chinese meal, this arrived, and I thought, "Ah, bing, ideagasm!" (Laughter) |
果然,不久之后 一天晚上我吃完中国菜后 这个出现了,我想“啊,对了,有了！”（笑声） |
| I've always loved the hilariously mysterious tropes of fortune cookies that seem to mean something extremely deep but when you think about them -- if you think about them -- they really don't. |
我很喜欢幸运饼干里那些搞笑而神秘的隐晦短语 貌似蕴含着什么深刻道理 但是,如果你真的会思考它们的话——它们真的没什么意义 |
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hilariously:adv.引人发笑地;滑稽地;喜不自禁地; tropes:n.比喻;修辞;转义;(trope的复数) fortune:n.财富;命运;运气;v.给予财富,偶然发生 extremely:adv.非常,极其;极端地;
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| This says, "Hardly anyone knows how much is gained by ignoring the future." |
上面写着,“几乎没人知道,忽略未来可以给你带来多少好处” |
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ignoring:v.忽略,忽视;(ignore的现在分词);
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| Thank you. (Laughter) |
谢谢（笑声） |
| But we can take this visual vernacular and apply it to Mr. Sedaris, and we are so familiar with how fortune cookie fortunes look that we don't even need the bits of the cookie anymore. |
但如果我们能将这个视觉白话运用在赛达瑞斯先生上 我们不需要幸运饼干就知道 幸运饼干里的运气是什么样的 |
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apply:v.申请;涂,敷;应用;适用;请求; fortune cookie:n.签饼(中国餐馆提供的薄脆饼,内有预测命运的小纸条); fortunes:n.命运,机遇(fortune复数形式); v.给…以大宗财富(fortune的第三人称单数形式);
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| We're just seeing this strange thing and we know we love David Sedaris, and so we're hoping that we're in for a good time. |
我们看到了这个奇怪的标题 我们也知道我们很喜欢戴维·赛达瑞斯 我们自然期待着我们会很享受阅读 |
| ["' Fraud ' Essays by David Rakoff"] David Rakoff was a wonderful writer and he called his first book "Fraud" |
[大卫·拉科夫《欺诈》]大卫·拉科夫是一位极好的作家 他把他的第一本书称为《欺诈》 |
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Fraud:n.欺骗;骗子;诡计;
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| because he was getting sent on assignments by magazines to do things that he was not equipped to do. |
因为他被杂志分配到了 一些他根本没有能力完成的任务里 |
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assignments:n.作业;分配;(assignment的复数形式)
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| So he was this skinny little urban guy and GQ magazine would send him down the Colorado River whitewater rafting to see if he would survive. |
就这样,他是这么瘦小的一个城里人 《智族》杂志却把他发配到科罗拉多河上漂流 然后看他能不能幸存 |
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skinny:adj.极瘦的;干瘦的;皮包骨的;紧身的;n.(不公开的)信息;内幕消息; Colorado:n.科罗拉多;[城]科罗拉多州;科罗拉多河; whitewater:n.急流;白色水域; rafting:n.筏运;[海洋]成筏过程;v.用筏运送;(raft的现在分词)
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| And then he would write about it, and he felt that he was a fraud and that he was misrepresenting himself. |
然后,他还要描写这段经历,他觉得他就是个骗子 他觉得他在歪曲自己 |
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misrepresenting:vt.歪曲,误传;不合适地代表;vi.虚伪陈述;歪曲报道;
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| And so I wanted the cover of this book to also misrepresent itself and then somehow show a reader reacting to it. |
因此,我想这本书的封面也歪曲这本书本身 然后,用某种方式让读者对此产生反应 |
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somehow:adv.以某种方法;莫名其妙地; reacting:v.起反应;(对…)作出反应;回应;(react的现在分词)
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| This led me to graffiti . |
这让我想到了涂鸦 |
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graffiti:n.墙上乱写乱画的东西(graffito的复数形式);
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| I'm fascinated by graffiti. |
我痴迷于涂鸦 |
| I think anybody who lives in an urban environment encounters graffiti all the time, and there's all different sorts of it. |
我想任何一个在城市里生活的人 都会经常看到涂鸦各种各样的涂鸦 |
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encounters:v.遭遇(encounter的第三人称单数);邂逅;n.遭遇战(encounter的复数);相见;
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| This is a picture I took on the Lower East Side of just a transformer box on the sidewalk and it's been tagged like crazy . |
这是我在下东区拍下的照片 就是一个人行道边上的变压器箱 它已经被疯狂地画满了涂鸦 |
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transformer:n.[电]变压器;促使变化的人; sidewalk:n.人行道; tagged:adj.标记的;示踪的;加标记的;v.附以签条(tag的过去分词); like crazy:拼命地;发疯似的;
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| Now whether you look at this and think, "Oh, that's a charming urban affectation ," |
现在,无论你看到它后是想到”哦,这真是个可爱的城市装点“ |
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charming:adj.令人着迷的;吸引人的;v.吸引;迷住;控制,保护;(charm的现在分词) affectation:n.做作;矫揉造作;假装;
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| or you look at it and say, "That's illegal abuse of property," |
还是看到它后会说,“这是非法占用财产” |
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illegal:adj.不合法的;非法的;n.非法移民;非法劳工; abuse:n.滥用;虐待;辱骂;弊端;恶习,陋习;v.滥用;虐待;辱骂;
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| the one thing I think we can all agree on is that you cannot read it. |
在有一点上我想我们都会同意 你读不出来这些涂鸦 |
| Right? There is no clear message here. |
对吧？这里没有明确的信息 |
| There is another kind of graffiti that I find far more interesting, which I call editorial graffiti. |
还有另外一种涂鸦,我觉得更为有趣 我称它为评论涂鸦 |
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editorial:adj.编辑的;社论的;n.社论;
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| This is a picture I took recently in the subway, and sometimes you see lots of prurient , stupid stuff , but I thought this was interesting, and this is a poster that is saying rah-rah Airbnb , and someone has taken a Magic Marker and has editorialized about what they think about it. |
这是最近我在地铁中拍下的照片 有些时候,你看到很多淫乱、愚蠢的东西 但是,我认为这很有趣这是一张海报,上面写着 “呜啦,呜啦,Airbnb“ 有人用马克笔 评论了他们对此的看法 |
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prurient:adj.好色的;淫乱的;渴望的;n.好色之徒; stuff:n.东西:物品:基本特征:v.填满:装满:标本: poster:n.海报;巨幅装饰画;发布消息的人; rah-rah:adj.为己方大声叫好的; n."好哇"的欢呼声; Airbnb:寻找奇居;爱本卜(一个网站); Marker:n.记分员;书签;标识物;作记号的人; editorialized:v.发表社论;插入主观评论;(editorialize的过去分词)
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| And it got my attention. |
这引起了我的注意 |
| So I was thinking, how do we apply this to this book? |
所以,我想,我们怎么把它运用到这本书上呢？ |
| So I get the book by this person, and I start reading it, and I'm thinking, this guy is not who he says he is; he's a fraud. |
我从作者那里拿到这本书,然后开始阅读 我想这个人并不像他说的,是个骗子 |
| And I get out a red Magic Marker, and out of frustration just scribble this across the front. |
之后,我拿起我的红色马克笔 然后像在封面上出气一样地乱画 |
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frustration:n.挫折; scribble:n.潦草写成的东西; vt.乱写; vi.乱写;
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| Design done. (Laughter) |
设计完啦（笑声） |
| And they went for it! (Laughter) |
然后他们批准了！（笑声） |
| Author liked it, publisher liked it, and that is how the book went out into the world, and it was really fun to see people reading this on the subway and walking around with it and what have you, and they all sort of looked like they were crazy. |
作者喜欢,出版商喜欢 这就是这本书如何来到这个世界上的 我看到人们在地铁上读这本书 拿着它走路,这真的很可笑 他们看起来都有点像疯子 |
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publisher:n.出版者,出版商;发行人;
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| (Laughter) |
（笑声） |
| ["'Perfidia' a novel by James Ellroy"] Okay, James Ellroy, amazing crime writer, a good friend, I've worked with him for many years. |
[詹姆斯?埃尔罗伊《背叛》]好,埃尔罗伊,令人惊艳的犯罪小说作家 一个好朋友,我和他已经一起工作好多年 |
| He is probably best known as the author of "The Black Dahlia " and "L.A. Confidential ." |
他最广为人知的就是 他的《黑色大丽花》和《洛杉矶的秘密》 |
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Dahlia:n.大丽花,大丽花属; Confidential:adj.机密的;表示信任的;获信任的;
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| His most recent novel was called this, which is a very mysterious name that I'm sure a lot of people know what it means, but a lot of people don't. |
这是他最新小说的名字,名字很神秘 我确定很多人知道它的意思但也有很多人不知道 |
| And it's a story about a Japanese-American detective in Los Angeles in 1941 investigating a murder. |
小说讲述了一个日裔美籍侦探1941年在洛杉矶 调查一桩谋杀案的故事 |
|
detective:n.侦探;警探;私人侦探;adj.侦查(用)的 investigating:v.调查;研究;审查;(investigate的现在分词)
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| And then Pearl Harbor happens, and as if his life wasn't difficult enough, now the race relations have really ratcheted up, and then the Japanese-American internment camps are quickly created, and there's lots of tension and horrible stuff as he's still trying to solve this murder. |
之后,珍珠港事件发生了 然后就好像生活没有难为够他一样 现在,种族关系也变得紧张 日裔美国人拘留营很快就被建立起来 有很多紧张可怕的事情 但是他始终试图查清这个谋杀案 |
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Pearl:n.珍珠; v.使成小圆粒; adj.珍珠(制)的; Harbor:n.港口;港湾;(比喻)避难所;[军]坦克掩蔽场;v.停泊;包含;隐匿;怀抱(恶意); race relations:n.种族关系; ratcheted:n.棘轮;棘齿;vt.安装棘轮于;松脱; internment:n.拘留;收容; tension:n.张力;拉伸;矛盾;紧张局势(或关系,状况);v.绷紧; horrible:可怕的,极讨厌的,
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| And so I did at first think very literally about this in terms of all right, we'll take Pearl Harbor and we'll add it to Los Angeles and we'll make this apocalyptic dawn on the horizon of the city. |
所以我一开始真的只考虑了字面意义 那好,我们就把珍珠港加在洛杉矶上 再在城市地平线上添上预示灾难的黎明 |
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literally:adv.按字面:字面上:确实地: apocalyptic:adj.启示录的;天启的; dawn:n.黎明;开端;vt.破晓;出现;被领悟; horizon:n.地平线;(欲望、知识或兴趣的)范围;
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| And so that's a picture from Pearl Harbor just grafted onto Los Angeles. |
所以这就是一张把珍珠港 直接拼接在洛杉矶上的照片 |
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grafted:n.枝接纤维;v.[农学]嫁接(graft的过去分词);
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| My editor in chief said, "You know, it's interesting but I think you can do better and I think you can make it simpler." |
我的主编说,“你知道,这有点意思, 但是我想你能做得更好你能把它变得更简单。” |
| And so I went back to the drawing board , as I often do. |
就像我经常做的那样,我回到绘图板 |
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back to the drawing board:重新开始;失败后另起炉灶;重来一次;
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| But also, being alive to my surroundings , |
但是,在我的环境中工作 |
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surroundings:n.周围的环境;环境;(surrounding的复数)
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| I work in a high-rise in Midtown , and every night, before I leave the office, |
我在中城的摩天楼里工作 每晚,在我离开办公室之前 |
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high-rise:adj.高楼的;超高层的;n.高楼;大厦; Midtown:n.市中心区;商业区和住宅区的中间地区;adj.市中心区的;位于市中心区的;
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| I have to push this button to get out, and the big heavy glass doors open and I can get onto the elevator . |
我必须按下这个按钮才能出去 又大又重的玻璃门才能打开我才能登上电梯 |
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elevator:n.电梯;升降机;升降舵;起卸机;
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| And one night, all of a sudden, |
一天晚上,突然 |
| I looked at this and I saw it in a way that I hadn't really noticed it before. |
我以一种前所未有的方式观察了它 |
| Big red circle, danger. |
大红圈,危险 |
| And I thought this was so obvious that it had to have been done a zillion times, and so I did a Google image search, and I couldn't find another book cover that looked quite like this, and so this is really what solved the problem, and graphically it's more interesting and creates a bigger tension between the idea of a certain kind of sunrise coming up over L.A. and America. |
但我想,它这么明显 肯定被用过无数次了 我就用谷歌搜索了一下图片却并有找到 另外与之类似的书的封面 它真的解决了问题 从图像上看更生动有趣 并使这个想法产生了更大的张力 某种黎明马上就要笼罩在洛杉矶和美国的上空 |
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obvious:adj.明显的;显著的;平淡无奇的; zillion:n.庞大的数字;无法计算的大数字;adj.无限数的; Google:谷歌;谷歌搜索引擎; graphically:adv.生动地;活灵活现地;用图表表示;轮廓分明地; sunrise:n.日出;朝霞;
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| ["'Gulp' A tour of the human digestive system by Mary Roach."] |
[玛丽·罗奇《吞咽:人体消化系统游览》] |
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digestive system:n.消化系统;
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| Mary Roach is an amazing writer who takes potentially mundane scientific subjects and makes them not mundane at all; she makes them really fun. |
玛丽·罗奇是一位极好的作者 她把看似乏味的科学话题 变得一点也不乏味她令它们变得非常有趣 |
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potentially:adv.可能地,潜在地; mundane:adj.世俗的,平凡的;世界的,宇宙的; scientific:adj.科学的,系统的;
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| So in this particular case, it's about the human digestive system. |
所以这个例子 是关于人类消化系统的 |
| So I'm trying to figure out what is the cover of this book going to be. |
我在想这本书的封面是什么样的 |
| This is a self-portrait . (Laughter) |
这是我的自画像（笑声） |
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self-portrait:n.自画像;
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| Every morning I look at myself in the medicine cabinet mirror to see if my tongue is black. |
每天早上我都会照一照药箱上的镜子 检查一下我的舌头是不是黑色的 |
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cabinet:n.内阁;储藏柜;陈列柜;adj.内阁的;小房间用的;玲珑的;细木工做的;
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| And if it's not, I'm good to go. |
如果不是的话,我就可以出门了 |
| (Laughter) |
（笑声） |
| I recommend you all do this. |
我建议你们都这么做 |
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recommend:v.推荐;介绍;劝告;建议;使受欢迎;
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| But I also started thinking, here's our introduction. |
但同时我也开始想这是我们的“入门” |
| Right? Into the human digestive system. |
对吧？人体消化系统入门 |
| But I think what we can all agree on is that actual photographs of human mouths, at least based on this, are off-putting . (Laughter) |
但我想我们至少都会同意 人体口腔的照片或者是基于它的作品 都是使人反感的（笑声） |
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off-putting:adj.令人不愉快的;老是推托的;
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| So for the cover, then, I had this illustration done which is literally more palatable and reminds us that it's best to approach the digestive system from this end. |
所以我给封面画了这个插画 更容易被接受一点 并提示我们了解消化系统的最好途径 是从这端—— |
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illustration:n.插图;图解;示例;图示; palatable:adj.美味的,可口的;愉快的; reminds:v.提醒;使想起;(remind的第三人称单数)
|
| (Laughter) |
（笑声） |
| I don't even have to complete the sentence. All right. |
我甚至不用说完 |
| ["Unuseful mystery"] |
［无用的神秘感］ |
| What happens when clarity and mystery get mixed up? |
当明确性和神秘感混淆在一起时会发生什么？ |
| And we see this all the time. |
我们随时都能见到这样的例子 |
| This is what I call unuseful mystery. |
这就是我所谓的无用的神秘感 |
| I go down into the subway -- I take the subway a lot -- and this piece of paper is taped to a girder . |
我走进地铁站——我经常乘坐地铁—— 看到贴在柱子上的这张纸 |
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girder:n.[建]大梁,纵梁;
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| Right? And now I'm thinking, uh-oh, and the train's about to come and I'm trying to figure out what this means, and thanks a lot. |
对吧？我就开始想了,哎呀——呃 列车就要来了而我还在纠结于它想表达的含义 我也真是谢谢它了 |
| Part of the problem here is that they've compartmentalized the information in a way they think is helpful, and frankly, I don't think it is at all. |
这里,一部分问题是他们已经划分了信息 根据他们认为信息有用与否但坦白而言,我并不认为有用 |
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compartmentalized:v.区划,区分(compartmentalize的过去分词形式);把…分成各自独立的几部分;
|
| So this is mystery we do not need. |
所以这就是我们不需要的神秘感 |
| What we need is useful clarity, so just for fun, I redesigned this. |
我们需要用得上的明确性 |
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redesigned:adj.重新设计的;修订的;v.重新设计;重新制订(redesign的过去式);
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| This is using all the same elements. |
用的全是一样的元素（掌声） |
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all the same:仍然:依然:照样:
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| (Applause) |
|
| Thank you. I am still waiting for a call from the MTA. (Laughter) |
谢谢,我还在等着地铁公司的电话 |
| You know, I'm actually not even using more colors than they use. |
你知道吗,我甚至连一个颜色也没比他们多用 |
| They just didn't even bother to make the 4 and the 5 green, those idiots . (Laughter) |
他们甚至都懒得把4和5变成绿色 这帮蠢货（笑声） |
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bother:v.烦扰,打扰;使…不安;操心,麻烦;n.麻烦;烦恼; idiots:n.蠢人;笨蛋;白痴;(idiot的复数)
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| So the first thing we see is that there is a service change, and then, in two complete sentences with a beginning, a middle and an end, it tells us what the change is and what's going to be happening. |
所以我们看到的第一条信息是有一个服务变更 然后是两个完整的句子有开始,有过程,有结尾 它告诉我们什么服务变更了还有现在会发生什么 |
| Call me crazy! (Laughter) |
就说我是疯子吧（笑声） |
| ["Useful mystery"] All right. |
［有用的神秘］好的 |
| Now, here is a piece of mystery that I love: packaging. |
这是一个我喜欢的秘密: 包装 |
| This redesign of the Diet Coke can by Turner Duckworth is to me truly a piece of art. |
这个健怡可乐罐的新设计 来自特纳?达克沃斯于我而言这是一件真正的艺术品 |
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Turner:n.特纳;车工;[姓氏]特纳;(英)翻飞鸽;
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| It's a work of art . It's beautiful. |
它是一件艺术品它这样美 |
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work of art:艺术品;
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| But part of what makes it so heartening to me as a designer is that he's taken the visual vernacular of Diet Coke -- the typefaces , the colors, the silver background -- |
而作为设计师,我认为它振奋人心的一部分原因是 特纳利用了健怡可乐的视觉地域性—— 字体,颜色,银色的背景—— |
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heartening:v.激励;鼓励;(hearten的现在分词) typefaces:n.字体(typeface的复数); silver:n.银; v.给…镀(或包)银; adj.银色的;
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| and he's reduced them to their most essential parts, so it's like going back to the Charlie Brown face. |
并将其精简到了最核心的部分 所以,就像回到查理·布朗的面孔 |
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essential:n.要点;要素;实质;必需品;adj.完全必要的;必不可少的;极其重要的;本质的;
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| It's like, how can you give them just enough information so they know what it is but giving them the credit for the knowledge that they already have about this thing? |
就像你恰好给出充分的信息 但同时尊重他们已有的 关于它的知识 |
| It looks great, and you would go into a delicatessen and all of a sudden see that on the shelf, and it's wonderful. |
它看上去很好你可以走进便利店 然后在货架上看到它们这很完美 |
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delicatessen:n.熟食;现成的食品;
|
| Which makes the next thing -- |
也就让接下来的这件事 |
| ["Unuseful clarity"] -- all the more disheartening , at least to me. |
［无用的明确性］更令人沮丧 至少对我而言是这样 |
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all the more:更加;越发; disheartening:adj.令人灰心的;令人气馁的;
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| So okay, again, going back down into the subway, after this came out, these are pictures that I took. |
那么,好的让我们再走进地铁站 接下来就会出现 我拍的一些照片 |
| Times Square subway station: |
时代广场地铁站 |
| Coca-Cola has bought out the entire thing for advertising . Okay? |
可口可乐买了整个这样一片用来做广告,好的 |
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Coca-Cola:n.可口可乐(美国饮料公司); advertising:n.做广告;广告业;广告活动;v.做广告;(advertise的现在分词)
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| And maybe some of you know where this is going. |
或许你们中的某些人知道我要说什么 |
| Ahem. |
|
| '"You moved to New York with the clothes on your back, the cash in your pocket, and your eyes on the prize. |
“你搬到纽约,背着衣服” “揣着现金,盯着大奖” |
| You're on Coke." (Laughter) |
“你绝对用了可口可乐／可卡因了。” |
| '"You moved to New York with an MBA, one clean suit, and an extremely firm handshake . |
“你搬到纽约,带着MBA文凭,一身整洁的西装,” “一个出奇结实的握手,” |
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handshake:n.握手;
|
| You're on Coke." (Laughter) |
“你绝对用了可口可乐／可卡因了。” |
| These are real! (Laughter) |
这些都是真的！（笑声） |
| Not even the support beams were spared , except they switched into Yoda mode. (Laughter) |
连承重柱也能逃此一劫 除了他们切换成尤达大师语气 |
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beams:[建]梁; spared:v.抽出;留出;免去;放过;使逃脱(spare的过去分词和过去式)
|
| '"Coke you're on." (Laughter) |
“你这是用了可口可乐／可卡因啊！” |
| ["Excuse me, I'm on WHAT??"] |
［“抱歉,我用什么了？”］ |
| This campaign was a huge misstep . |
这个策划真是错误的一步棋 |
|
misstep:n.失足;过失;踏错;失策;vi.失足;走上歧途;
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| It was pulled almost instantly due to consumer backlash and all sorts of unflattering parodies on the web -- |
由于买家的强力反对它几乎瞬间就被撤除了 然后网上就出现了各种令人不悦的滑稽效仿—— |
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consumer:n.[经]消费者;[生,生态]消费者; backlash:n.反冲;强烈抵制;vt.强烈反对;发生后冲; unflattering:adj.不吸引人的,不好看的; parodies:n.滑稽模仿作品(文章、音乐作品或表演等的滑稽模仿); v.滑稽地模仿; (parody的复数);
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| (Laughter) -- and also that dot next to "You're on," that's not a period, that's a trademark . |
（笑声）—— 然后“你上”旁边的那个点不是个句号,而是注册商标 |
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trademark:n.商标;标志;v.给…标上商标;认出某人的典型特征;
|
| So thanks a lot. |
所以也真是多谢了 |
| So to me, this was just so bizarre about how they could get the packaging so mysteriously beautiful and perfect and the message so unbearably , clearly wrong. |
对我而言,这太怪异了 他们居然可以有那么神秘、完美而漂亮的包装 却有这么令人无可忍受的错误信息 |
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bizarre:adj.奇异的(指态度,容貌,款式等); mysteriously:adv.神秘地;故弄玄虚地;难以理解地; unbearably:adv.不堪忍受地;无法容忍地;
|
| It was just incredible to me. |
这在我看来简直是难以置信 |
|
incredible:adj.难以置信的,惊人的;
|
| So I just hope that I've been able to share with you some of my insights on the uses of clarity and mystery in my work, and maybe how you might decide to be more clear in your life, or maybe to be a bit more mysterious and not so over-sharing. |
所以,我希望和你们分享一些我的想法 关于我作品中对明确性和神秘感的用法 然后或许你们就会决定在生活中过得更加明确 或是更加神秘而不是如此这般过度分享 |
|
insights:n.洞察力;眼力;深刻见解(insight的复数);
|
| (Laughter) |
（笑声） |
| And if there's just one thing that I leave you with from this talk, |
而如果我的演讲只能留给你们一个印象 |
| I hope it's this: |
我希望是这个: |
| Blih blih blih blah. Blah blah blih blih. ["'Judge This,' Chip Kidd "] |
哔哩哔哩哔哩吧啦,吧啦吧啦哔哩哔哩［“骂我啊,奇普·基德”］ |
|
Chip:v.削,凿;削成碎片;剥落;碎裂;n.[电子]芯片;筹码;碎片;(食物的)小片;薄片; Kidd:n.基德(姓名);
|
| Blih blih blah blah blah. Blah blah blah. |
哔哩哔哩吧啦吧啦吧啦吧啦吧啦吧啦 |
| Blah blah. |
吧啦 |
| (Applause) |
|