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DebbieMillman_2019W-_符号与品牌如何塑造人类文化_-
Thirteen point eight billion years ago, the universe as we know it began with a big bang , and everything that we know and are and are made of was created. 138 亿年前, 我们熟知的宇宙 诞生于大爆炸, 我们所知、所是、所构成 的一切都由此诞生。
bang:n.猛敲; v.猛敲; v.正好;
Fifty thousand years ago, our brains underwent a major genetic mutation , which resulted in the biological reorganization of the brain. 5 万年前, 我们的大脑经历了一场 重大的基因突变, 从而发生了生物性重组。
underwent:v.经验;遭遇(undergo的过去式); genetic:adj.基因的;遗传学的; mutation:n.[遗]突变;变化;元音变化; biological:adj.生物学的;生物的;与生命过程有关的;加酶的;n.[药]生物制品; reorganization:n.改组;整顿;改编;
Some scientists call this "The Big Brain Bang." 有一些科学家称之为 “大脑大爆炸”,
Others call it "The Great Leap Forward ," 也有人称之为 ”大飞跃“。
Leap Forward:跃进;向前跳;快速发展;
which I prefer . 这是我更喜欢的叫法,
prefer:v.更喜欢;宁愿;提出;提升;
It's so much more poetic . 因为它更富有诗意。
poetic:adj.诗的,诗歌的;诗意的;诗人的;n.诗学,诗论;
This is when Homo sapiens began to evolve into the modern species that we are today. 正是从此刻起,智人开始进化成为 我们今天这样的现代物种。
Homo sapiens:n.智人(现代人类); evolve:v.(使)逐渐形成;进化;进化形成; species:n.[生物]物种;种类;
The Great Leap Forward activated most of our modern abilities: abstract thought, planning, cooking, competitive labor, language, art, music and self-decoration. 大飞跃激活了我们 大部分的现代能力: 抽象思维、计划、 烹饪、竞争性劳动、 语言、艺术、音乐 和自我装饰。
activated:v.使活动;激活;使活化;(activate的过去式和过去分词) abstract:n.摘要; adj.抽象的; vt.摘要; vi.做摘要; competitive:adj.竞争的;比赛的;求胜心切的;
After the Great Leap Forward, there was an explosion of stone toolmaking, more sophisticated weaponry and, 32,000 years ago, the creation of our first sophisticated mark-making on the cave walls of Lascaux. 在大飞跃之后, 石器的制作呈爆发式发展, 诞生了更加复杂的武器, 32000 年前, 我们在拉斯科（Lascaux）的洞窟壁上 创造了最初的复杂符号。
explosion:n.爆炸;爆发;激增; sophisticated:adj.复杂的;老练的;见多识广的;水平高的; weaponry:n.兵器,武器(总称); creation:n.创造,创作;创作物,产物;
It's not a coincidence that we've gone from documenting our reality on the cave walls of Lascaux to the walls of Facebook. 我们从把现实生活记录到 拉斯科洞穴墙壁上, 进化到发布在脸书的实时动态墙上 并不是一个巧合。
coincidence:n.巧合,巧事;同时存在;并存;相同;
And, in a very meta experience, you can now a book a trip to see the walls of Lascaux on the walls of Facebook. 通过一次非常全面的体验, 你现在可以在脸书的动态墙上
meta:pref.表示"变化""变换"之义;
Approximately 10,000 years ago, men and women began to array themselves with makeup . 在大约 1 万年前, 男人和女人们开始用 化妆品打扮自己。
Approximately:adv.大约,近似地;近于; array:n.数组,阵列;排列,列阵;大批,一系列;衣服;v.排列,部署;打扮; makeup:n.化妆品;组成;补充;补考;
They started to self-decorate. 他们开始进行自我装饰。
But this wasn't for seductive purposes; this was for religious convictions . 但这并非出于性吸引的目的, 而是为了宗教信仰。
seductive:adj.有魅力的;性感的;引人注意的; religious:adj.宗教的;虔诚的;严谨的;修道的;n.修道士;尼姑; convictions:n.判罪;定罪;坚定的看法(或信念);坚信;肯定;(conviction的复数)
We wanted to be more beautiful, purer, cleaner in the eyes of something or someone that we believed had more power than we did. 我们想要在我们认为比自己 权力更高的人或事物眼中, 显得更加美丽、纯洁、干净。
There is no culture in recorded human history that has not practiced some form of organized worship , which we now call "religion." 在人类历史记载中的 所有文明, 都进行过某种形式的 有组织的崇拜, 现在我们称之为“宗教”。
organized:adj.有组织的; v.组织; (organize的过去分词和过去式) worship:n.崇拜;崇敬;爱慕;阁下;v.崇拜(上帝或神);做礼拜;热爱;崇拜;
Six thousand years ago, in an effort to unite people, our ancestors began to design telegraphic symbols to represent beliefs and to identify affiliations . 6000 年前, 为了团结人民, 我们的祖先开始设计 图形符号以表达信仰, 并识别隶属关系。
unite:v.联合;团结;统一;n.由奈特; telegraphic:adj.电信的;电报的;电报机的; symbols:n.符号;象征;标志;符号表(symbol的复数); represent:v.代表;表现;描绘;回忆;再赠送; identify:v.识别:鉴定:确认:发现: affiliations:n.联盟;附属机构;加入(affiliation的复数);
These symbols connected like-minded people, and they are all extraordinary . 这些符号将志同道合的人 联系到一起, 且它们都非常独特。
like-minded:adj.志趣相投的;具有相似意向或目的的; extraordinary:adj.非凡的;特别的;离奇的;临时的;特派的;
These affiliations allowed us to feel safer and more secure in groups, and the sharing created consensus around what the symbols represented . 这些隶属关系让我们在群体中 感到更加安全和放心, 而分享的行为则创造了对于 符号所表达意义的共识。
consensus:n.一致;舆论;合意; represented:v.代表; (represent的过去式和过去分词)
With these marks, you knew where you fit in, both for the people that were in the in crowd and those, as importantly, that were excluded . 有了这些符号, 你就会知道自己的归属, 这既适用于那些群体中的人, 同样重要的是,这也适用于 那些被排除在外的人。
excluded:v.排除;拒绝;把…除外;驱除;(excluded是exclude的过去分词)
These symbols were created in what I consider to be a very bottom-up manner: they were made by people for people and then shared for free among people to honor the higher power that they ascribed to. 我认为这些符号是由 自下而上的方式创造的: 它们由人民创造、服务于人民, 然后在人民中免费传播和分享, 以此对他们拥护的更高权力 表示敬意。
bottom-up:adj.[计]自底向上的;从细节到总体的; ascribed:归于;
What's ironic is that the higher power actually had nothing to do with this. 讽刺的是,这些更高权力 事实上与这一切并无关系。
ironic:adj.讽刺的;反话的; had nothing to do with:与…无关;
These early affiliations, they often shared identical characteristics , which is rather baffling given how scattered we were all over the planet. 这些早期的隶属关系 通常都有相同的特点, 考虑到我们在地球上的分散程度, 这其实挺令人费解的。
identical:adj.同一的;完全相同的;n.完全相同的事物; characteristics:n.特征;特点;品质;(characteristic的复数) baffling:adj.令人困惑的; v.使困惑; scattered:adj.零散的; v.撒; (scatter的过去分词和过去式)
We constructed similar rituals, practices and behaviors no matter where we were anywhere on the globe. 无论我们置身地球上的何处, 都构建了相似的 仪式、习俗和行为。
constructed:v.修建;建造;组成;编制,绘制;(construct的过去分词和过去式)
We constructed rituals to create symbolic logos . 我们创建了仪式去创造 象征性的符号。
symbolic:adj.象征的;符号的;使用符号的; logos:n.理念;
We built environments for worship. 我们建造了用来朝拜的环境。
We developed strict rules on how to engage with each other with food, with hair, with birth, with death, with marriage and procreation . 我们设立了关于 食物、发型、出生、死亡、 婚姻与繁衍 等一系列严格的规则, 以规范与彼此相处的方式,
engage:v.吸引,占用;使参加;雇佣;使订婚;预定; procreation:n.生殖;生产;
Some of the symbols have eerie commonalities . 有些符号之间有着诡异的共同点。
eerie:adj.可怕的;怪异的; commonalities:n.公共;共性;老百姓;平民;
The hand of God shows up over and over and over again . 神之手反反复复地出现。
over and over again:adv.一再地;反复不断地;
It shows up as the hamsa hand in Mesopotamia. 在美索不达米亚,它是哈姆萨之手。 （常见于爱神伊南娜的护身符）
It shows us as the hand of Fatima in Islam. 在伊斯兰教中,它是法蒂玛之手。 （法蒂玛:先知穆罕默德之女）
Fatima:n.法蒂玛(穆罕默德的女儿);
It shows up as the hand of Miriam in Judaism . 在犹太教中,它是米利暗之手。 （米利暗:先知摩西之姐）
Judaism:n.犹太教;(总称)犹太人;犹太主义;
Now, when we didn't agree on what our beliefs and behaviors were in regards to others, if we felt that somebody else's were incorrect, we began to fight, and many of our first wars were religious. 当我们的信仰或行为 和他人无法达成共识时, 如果我们觉得别人是不对的, 我们便开始争斗, 最初的很多战争都是 由宗教问题引起的。
Our flags were used on the battlefield to signify which side of the battlefield we belonged to, because that was the only way to be able to tell friend from foe . 在战场上,我们用旗帜表明 自己属于战场中的哪一方, 因为那是唯一区别敌我的方式。
battlefield:n.战场;沙场;斗争的领域;容易引发冲突的情况 signify:vt.表示;意味;预示;vi.有重要性;要紧;冒充内行; foe:n.敌人;反对者;危害物;
We all looked alike. 毕竟我们长得都差不多。
And now our flags are on mass-manufactured uniforms that we are making. 如今,我们的旗帜则出现在 大量生产的制服上。
uniforms:n.制服;军服;军人;v.使穿制服;(uniform的复数第三人称单词)
Logos on products to identify a maker came next, and brands were given legal recognition on January 1, 1876, with the advent of the Trademarks Registration Act. 随后诞生的是产品上的标志, 用于分辨生产厂家, 而随着商标注册法案的问世, 品牌在 1876 年 1 月 1 日 开始被法律认可。
brands:n.品牌;烙印(brand的复数);v.加商标于;铭刻于(brand的第三人称单数); legal:adj.法律的;合法的;法定的; recognition:n.识别;认识;承认;认可; advent:n.到来;出现;基督降临;基督降临节; Trademarks:n.[贸易]商标(trademark的复数);商标权; Registration:n.登记;注册;挂号;
The first trademarked brand was Bass Ale , and I kind of wonder what that says about our humanity that first trademarked brand was an alcoholic beverage . 第一个商标品牌是 Bass Ale, 我很好奇第一个商标品牌 是酒精饮品这件事 阐述了我们人文文化的什么特点。
trademarked:v.给…标上商标;认出某人的典型特征;(trademark的过去式和过去分词) Bass:n.鲈鱼;男低音;低音部;椴树;adj.低音的; Ale:n.麦芽酒; humanity:n.人类;人道;仁慈;人文学科; alcoholic:adj.酒精的,含酒精的;n.酒鬼,酗酒者; beverage:n.饮料;
Now, here is what I consider to be the first case of branded product placement . 我认为,下面我要展示的应该是 第一个品牌植入的营销案例。
branded:adj.名牌商标的; v.铭刻; (brand的过去式和过去分词); product placement:n.植入式广告;
There are bottles of Bass Ale behind me with the logo accurately presented here in this very famous painting in 1882 by édouard Manet . 在我身后的是爱德华·马奈 （édouard Manet） 于 1882 年创作的知名画作, 其中的数瓶巴斯艾尔酒上 准确地画出了商标。
accurately:adv.精确地,准确地; Manet:vi.(他或她)留在台上(用作舞台指示语);
One of the most widely recognized logos in the world today is the Nike swoosh , which was introduced in 1971. 当今世上最具辨识度的商标之一 就是耐克的对勾, 它于 1971 年问世。
recognized:v.认识;认出;辨别出;承认;意识到;(recognize的过去分词和过去式) swoosh:vi.哗哗响; n.嗖的一声(涡动); vt.嗖的一声(涡动);
Carolyn Davidson, a graphic design student, originally created the logo for 35 dollars. 这是当时的一位平面设计学生 卡罗琳·戴维森（Carolyn Davidson） 的原创作品,卖了 35 美元。
originally:adv.原来;起初;
Upon seeing it, Nike CEO Phil Knight stated, "I don't love it but maybe it will grow on me." 耐克的首席执行官菲尔·奈特（Phil Knight） 在看到标志的第一眼时说, “我没那么中意它, 但我可能会渐渐喜欢上它吧。”
Knight:n.(中世纪的)骑士;(英国)爵士(其名前冠以Sir);v.封(某人)为爵士;
Maybe it will grow on me. 也许我会渐渐喜欢上它。
But why is the swoosh so popular? 但是这个对勾为什么如此流行？
Why is the swoosh so popular? 那么这个对勾为什么如此流行?
Is it the mark? 是因为符号本身吗？
Or is the marketing? 还是因为它的营销手段？
And what can we make of the fact that the Nike swoosh seems to be the Newport logo upside down or the Capital One logo on its side? 我们又应如何看待, 耐克的商标看上去像是 倒过来的新港香烟的商标, 或者是左右翻转之后的 美国第一资本金融公司的商标？
Newport:n.新港;纽波特(美国罗得岛之避暑胜地); upside down:adj.颠倒的;乱七八糟的;
That is not the only logo with a shared identity . 这还不是唯一 有相似之处的标识。
identity:n.身份;同一性,一致;特性;恒等式;
This next logo is a logo that has a shared identity with wholly different meanings. 下一个标志则和其相似物 有着截然不同的含义。
wholly:adv.完全地;全部;统统;
As a Jewish person, 作为一名犹太人,
Jewish:adj.犹太人的;犹太族的;
I believe that this logo, this swastika , is the most heinous logo of all time. 我相信这个标志, 这个纳粹的 “卐”, 是历史上最令人发指的标志。
swastika:纳粹党所用的十字记号(45度°倾斜;代表毁灭的力量); heinous:adj.可憎的;极凶恶的;
But it actually has a rather surprising trajectory . 但它的历史轨迹 其实挺令人惊奇的。
trajectory:n.[物]轨道,轨线;[航][军]弹道;
The word "swastika" originally comes from the ancient Sanskrit word "svastika," “Swastika”（西方语言的 “卐” 字）来源于 古梵语的 “svástika” 一词,
Sanskrit:adj.梵文的;n.梵文;
which actually means "good fortune ," 本意为 “好运”、
fortune:n.财富;命运;运气;v.给予财富,偶然发生
'"luck" and " well-being ." “幸运” 和 “吉祥”。
well-being:n.幸福;康乐;
In the early 1900s, before it was appropriated by Hitler, it was used by Coca-Cola on a good luck bottle opener . 1900 年代初, 在该标志被希特勒挪用之前, 可口可乐曾经将它用于 一款好运开瓶器上。
appropriated:v.挪用;拨款;把…据为己有;顺手牵羊(appropriate的过去式); Coca-Cola:n.可口可乐(美国饮料公司); bottle opener:开瓶器;开瓶刀;
The American Biscuit Company prominently registered the mark and put it on boxes of cookies. 美国饼干公司高调地 注册了该标志, 并把它用在曲奇盒子上。
prominently:adv.显著地; registered:adj.登记过的;记名的;挂号的;v.登记;注册;(register的过去式和过去分词)
The US Playing Card Company registered the mark in 1921 for Fortune Playing Cards. 美国纸牌公司也在 1921 年 为其好运扑克牌注册了该标志。
Playing Card:n.纸牌;扑克牌;
The Boy Scouts used the mark on shoes in 1910, and the symbol was also featured on cigar labels , boxtops, road signs and even poker chips . 美国童军在 1910 年 把这个标志用在了鞋子上。 这个标志也曾出现在 雪茄牌子、商品印花、路牌, 甚至是扑克筹码上。
Scouts:n.童子军,童军(scout的复数);侦察兵;v.侦察;搜索(scout的三单形式); labels:n.标签;分类(label的复数形式);v.贴标签于;把…称为(label的三单形式); chips:炸土豆条(chip的复数)
Even the Jain made use of the logo along with a hand of God many millennia ago. 甚至连耆那教也在数千年前 把这个标志和神之手一起使用。
millennia:n.千年期(millennium的复数);一千年;千年庆典;太平盛世;
These marks were identical, but with use as a Nazi symbol, the impact became very, very different. 这些标志是完全相同的, 但被作为纳粹象征使用后, 其影响就变得非常、非常不同了。
impact:n.影响;效果;碰撞;冲击力;v.挤入,压紧;撞击;对…产生影响;
The hand of God, the Nike swoosh and the swastika: they all demonstrate how we've been manufacturing meaning with visual language over millennia. 神之手, 耐克对勾, 和 “卐” 字: 它们都显示了数千年以来,我们如何使用视觉语言 创造意义。
demonstrate:vt.证明;展示;论证;vi.示威; manufacturing:n.制造业;工业;v.制造;生产(manufacture的现在分词); visual:adj.视觉的,视力的;栩栩如生的;
It's a behavior that's almost as old as we are. 这个行为几乎是人类与生俱来的。
Today, in the United States, there are over 116,000 malls, and they all look pretty much the same. 如今,在美国 有超过 11 万 6 千个商场, 它们看上去都大同小异。
United:adj.联合的; v.联合,团结; (unite的过去分词和过去式)
There are more than 40,000 supermarkets, and they each have over 40,000 items . 在美国有 4 万多家超市, 每家超市里有超过 4 万件商品。
items:n.项目;一件商品(或物品);一则,一条(新闻)(item的复数)
If you went shopping for bottled water, you'd have over 80 options to choose from. 如果你去买瓶装水, 你将面对超过 80 种选择。
options:n.选择; v.得到或获准进行选择; (option的三单形式)
Since their launch in 1912, you could choose from over 100 flavors and variants of Oreo cookies. 自从 1912 年面世以来, 奥利奥有超过 100 种口味 和变化供人挑选。
launch:v.发射(导弹,火箭等); n.发射; flavors:n.风味调料(flavor复数);v.添加味道(flavor的三单形式); variants:n.[计]变体;变异型(variant的复数); Oreo:n.奥利奥(商标名);讨好白人的黑人;
Now, is this a good thing or is it a bad thing? 这到底是好事 还是坏事呢？
Is a plethora of choice necessary in a free market ? 琳琅满目的选择 在自由市场内真的有必要吗？
plethora:n.过多;过剩;[医]多血症; free market:自由市场;
I believe it is both a good and bad thing, as humans are both good and bad, and we're the ones creating and using and buying these brands. 我认为这既是好事也是坏事, 就如人类也有好有坏, 而我们是创造、使用和购买 这些品牌的人。
However, I think that the question of whether this behavior is good or bad is actually secondary to understanding why -- why we behave this way in the first place . 但是,我认为 比起明白这其中的原因—— 为什么我们最开始 会有这样的行为—— 这种行为是好是坏 其实是次要问题。
secondary:adj.第二的;中等的;次要的;中级的;n.副手;代理人; behave:v.表现;(机器等)运转;举止端正;(事物)起某种作用; in the first place:首先;起初;
Here's the thing: every one of our mass-marketed products are what I consider to be top-down brands. 重点在于: 我认为每一件大量营销的产品 都是自上而下的品牌。
top-down:adj.[计]自顶向下;组织管理严密的;
They're still created by people, but they are owned, operated, manufactured , advertised , designed, promoted and distributed by the corporation and pushed down and sold to the consumer for financial gain. 它们仍然是被人为创造出来的, 但是它们是由企业 拥有、运营、生产、宣传、 设计、推销和经销的, 并且被向下推行及销售给消费者, 以赚取金钱利益。
manufactured:adj.制造的,已制成的;v.制造,加工(manufacture的过去式); advertised:v.做广告;登广告;公布,征聘;展现,宣传(advertise的过去分词和过去式) promoted:v.促进:促销:提升:(promote的过去分词和过去式) distributed:adj.分布的;分散的;v.分发;分配;使分布(distribute的过去分词和过去式) corporation:n.法人;(大)公司;法人团体;市政委员会; consumer:n.[经]消费者;[生,生态]消费者; financial:adj.金融的;财政的,财务的;
These corporations have a responsibility to a P and L with an expectation of an ROI and have names like P and G and AT and T and J and J. 这些企业需要对利润表负责, 对投资回报率有所期望, 并冠有宝洁、美国电话电报公司、 强生之类的名字。
corporations:n.[贸易]公司,[经]企业(corporation的复数形式); expectation:n.预料;预期;期待;希望;指望;
And that's pretty much the way it's been for the last couple of hundred years: a top-down model controlled by the corporation. 在过去几百年间差不多一直如此: 一个由企业控制的 自上而下模式。
Until 2011. 直到 2011 年,
That's when we began to see evidence of real, significant , far-reaching change. 我们开始看到证据, 证明真正的、可观的、 深远的变化正在发生。
evidence:n.证据,证明;迹象;明显;v.证明; significant:adj.重大的;有效的;有意义的;值得注意的;意味深长的;n.象征;有意义的事物; far-reaching:adj.深远的;广泛的;伸至远处的;
The Arab Spring and Occupy Wall Street proved how the internet could amplify messages and connect like-minded people with powerful beliefs to inspire change. 阿拉伯之春和占领华尔街 证明了网络能如何放大信息, 并且连接起志同道合的、 拥有激起变化的强大信念的人们。
Occupy:v.占据,占领;居住;使忙碌; Wall Street:n.华尔街(美国纽约金融中心和证券交易所所在地); amplify:vt.放大,扩大;增强;详述;vi.详述; inspire:v.激发;鼓舞;启示;产生;使生灵感;
We witnessed a cultural shift via social media with hashtags like #MeToo and #BlackLivesMatter. 我们见证了通过社交媒体上的 #MeToo 和 #BlackLivesMatter 等话题标签发起的文化变革。
witnessed:v.当场看到,目击;见证;作证;(witness的过去式和过去分词) cultural:adj.与文化有关的;文化的;与艺术、文学、音乐等有关的; shift:n.移动;变化;手段;轮班;v.移动;转变;转换; via:prep.通过;经由;n.道路;[医]管道; media:n.媒体;媒质(medium的复数);血管中层;浊塞音;中脉; hashtags:标签;话题标签;标签运用;
In its wake, the discipline of branding has transformed more in the last 10 years than it has in the last 10,000, and for the first time in modern history, the most popular, influential brands are not brands being pushed down by the corporation. 在这之后,品牌之道 在过去十年内的转变 超过了过去 1 万年内的变化, 并且在现代史上第一次, 最流行、最有影响力的品牌 不再是由企业向下推行的品牌,
discipline:n.纪律;训练;自制力;风纪;v.训练;管教;惩罚;处罚; branding:n.品牌化,品牌术;v.在…上加商标;使显得独一无二(brand的现在分词); transformed:v.使改变形态;使改变外观(或性质);(transform的过去分词和过去式) influential:adj.有影响的;有势力的;n.有影响力的人物;
They are brands being pushed up by the people, for the people, for the sole purpose of changing the world and making it a better place. 而是源自人民,以及为了人民 而向上推动的品牌, 它们的唯一目的就是 改变和改善这个世界。
sole:n.鞋底; adj.仅有的; v.给(鞋)换底;
Our greatest innovations aren't brands providing a different form or a different flavor of our favorite snack . 我们最伟大的发明 不是给我们喜爱的零食 提供不同形状或口味的品牌。
innovations:n.创新(innovation的复数);改革; snack:n.点心;小吃;快餐;易办到的事;v.吃点心(或快餐、小吃);
Our greatest innovations are the creation of brands that can make a difference in our lives and reflect the kind of world that we want to live in. 我们最伟大的发明是创造了 能够对我们的生活产生影响、 反映出我们想要 居住的世界的品牌。
make a difference:有影响,有关系; reflect:v.反映;映出(影像);反射;表明,表达;
In November of 2016, 在 2016 年 11 月,
Krista Suh, Jayna Zweiman and Kat Coyle created a hat to be worn at the Women's March in Washington, DC. 克里斯塔·徐（Krista Suh）、杰娜·茨威曼 （Jayna Zweiman）和凯特·考尔（Kat Coyle） 制作了一顶在华盛顿特区 女性大游行中佩戴的帽子。
(Applause) （掌声）（注:特朗普用 pussy 侮辱女性, pussyhats 运动对此进行抗议）
This was the day after the presidential inauguration . 这件事发生在总统就职后的第二天。
presidential:adj.总统的;首长的;统辖的; inauguration:n.就职典礼;开始,开创;开幕式;
Two months later, on January 21, 2017, millions of people all over the world wore handmade pink pussyhats in support of the Women's March all over the world. 在两个月之后的 2017 年 1 月 21 日, 世界各地数百万人都戴着 自制的粉红色猫咪帽（PussyHat）, 以支持世界各地的女性大游行。
handmade:adj.手工的;手制的;
The hat was not created for any financial benefit. 这顶帽子并不是为了 牟利而诞生的。
Like our religious symbols created thousands of years ago, the hat was created by the people, for the people to serve what I believe is the highest benefit of branding: to unite people in the communication of shared ideals. 就像我们在数千年前 创造的宗教符号一样, 这顶帽子是由人民、 为人民创造的, 旨在达成我心目中 品牌所承载的最大福祉: 通过沟通共同理想 将民众联合起来。
The pink pussyhat became a mark for a movement. 粉红色猫咪帽成为了 一场运动的标志。
In a very short time , two months, it became universally recognizable . 在短短的两个月里, 它在全世界变得备受瞩目,
short time:adj.短暂的;快速的(shorttime的变形); universally:adv.普遍地;人人;到处; recognizable:adj.可辨认的;可认识的;可承认的;
It connected an audience in an unprecedented way. 以前所未有的方式 连接起了一个个受众。
unprecedented:adj.空前的;无前例的;
It is a brand, but it is more than that. 它是一个品牌, 但又远不止如此。
Today, the pink pussyhat is proof positive that branding is not just a tool of capitalism . 今天,粉红色猫咪帽积极地证明了 品牌不只是资本主义的工具。
proof:n.证据;证实;adj.能抵御;可防护; positive:adj.积极的;[数]正的,[医][化学]阳性的;确定的;n.正数;[摄]正片; capitalism:n.资本主义;
Branding is the profound manifestation of the human spirit. 品牌是人类精神意志的深刻体现。
profound:adj.深厚的;意义深远的;渊博的; manifestation:n.表现;显示;示威运动;
The condition of branding has always reflected the condition of our culture. 品牌总是能反映我们的文化。
reflected:adj.反射的;得自他人的;v.反射;思考;(reflect的过去式和过去分词)
It is our responsibility to continue to leverage the democratic power branding provides, and it is our responsibility to design a culture that reflects and honors the kind of world we want to live in. 而我们的职责是 继续借助品牌提供的民主力量, 肩负起责任, 设计出一个能够反映, 并且对我们想居住的世界 表达敬意的文化。
leverage:n.影响力;杠杆作用;杠杆效力;v.举债经营;借贷收购; democratic:adj.民主的;民主政治的;大众的; reflects:v.反映;映出(影像);反射;表明,表达;(reflect的第三人称单数)
Thank you. 谢谢。
(Applause) （掌声）