2020新上教版高中英语选择性必修一unit3课文及翻译

2020新上外版选择性必修一课文及翻译

蒲公英语 瑞齐英语 Richielee

1 Unit 3 Paying the price

A Reading and Interaction

The influencers

Imagine this: you are in a cafe when you hear a young man talking about a new computer game.He’s

explaining its amazing features to a girl,who then asks where she can buy it.Nothing unusual,you might say,until

after 15 minutes,they move to another cafe and have an identical conversation.On your way home,a “tourist” in

the street asks you to take a photo with their camera. You do and,afterwards,they tell you how they bought the

camera recently and how it’s on special offer.Welcome to the world of stealth marketing.You may say you haven’t

met a stealth market yet,but that’s the point.Contrary to what you might expect,this practice is quite common.

Stealth or “word of mouth” marketing isn’t like normal advertising.We can recognize advertisements or

billboards or in fashion magazines,but it’s difficult to spot stealth marketing—it just tricks us.Studies have shown

that people are more likely to trust a person on the street,who they think is giving free advice,rather than an

advertisement.In fact,in a recent survery of young adults,only 5% believed advertisements,compared with 52%

who trusted their friends.

More than $500 billion a year is spent on advertising worldwide,but compared with conventional advertising

campaigns,stealth marketing is cheap and effective.So how does it work? Well,let’s look at company X. Company X

wants to launch a new product for 20-25-year-olds. They need their product to look “cool” and interesting,so they

decide to pay young marketers are carefully selected—company X researches social media and targets the most

popular people or “trendsetters”.These people sign contracts where they agree to promote the company’s

product,for instance by talking favourably about its products on social media.Twenty-year-old Tanya Fulham is one

of them.

Tanya Fulham is beautiful,sporty and clever.She’s interested in fashion,loves shopping,and listens to the latest

pop music.She has more than 15,000 followers on social media and she often influences their choices and

opinions.She’s been hired by an undercover marketing agency to promote brands in blogs and on social media.

“Products which are fashionable or have a strong brand image are easy to sell,”explains Tanya. “I can usually get

people to buy everything from make-up to luxury goods,like designer jeans.”Other young marketers upload videos

of themselves, which describe recent shopping trips and display their latest purchases.They show peoplei how a

product works or what it looks like up close.

“It’s great to get free samples of cool,new products that my friends haven’t heard about,”adds Tanya. “It

makes me feel important because I have insider knowledge.”But do her friends know that she is paid to promote 2020新上外版选择性必修一课文及翻译

蒲公英语 瑞齐英语 Richielee

2 them? “No,they don’t,” she admits. “But I don’t think it’s dishonest.If I find something I like,I talk about it.It

doesn’t make any difference whether I’m paid or not.”

Perhaps Tanya is right.Anyhow,lots of people tell others about the new book they’re reading, a new place

they’ve discovered or a cool gadget they’ve just bought.We’ve also a 24/7 generation and see more than 3,000 ads

a day,so what difference does it make?However,other people are worried. “You think a person is being helpful,”

says a psychologist, “but that’s very different from someone telling us something because they are getting paid for

it.You don’t know who to trust or who to listen to anymore.” Sometimes it’s hard to tell the difference between

free advice and paid advertisements.We have already met the stealth marketers and they are just like us.

【参考译文】

有影响力的人

想象一下:你在一家咖啡馆里，听到一个年轻人在谈论一款新的电脑游戏。他正在向一个女孩解释它的惊人特征，然后女孩问她在哪里可以买到它。你可能会说，没什么不同寻常的，直到15分钟后，他们去了另一家咖啡馆，进行了一模一样的谈话。在你回家的路上，一个“游客”在街上叫你用他们的相机照一张相。你照做了，然后，他们会告诉你他们最近是怎么买的相机，以及它是怎么打折的。欢迎来到隐形营销的世界。你可能会说你还没有遇到过隐形市场，但这就是重点。与您可能预期的相反，这种做法非常普遍。

秘密或“口口相传”营销不同于普通的广告。我们可以识别广告、广告牌或时尚杂志上的广告，但很难发现隐形营销——它只是在欺骗我们。研究表明，人们更容易相信街上的人，他们认为这是在提供免费的建议，而不是广告。事实上，在最近的一项针对年轻人的调查中，只有5%的人相信广告，而相信朋友的人有52%。

全球每年在广告上的花费超过5000亿美元，但与传统的广告活动相比，隐形营销既便宜又有效。那么它是如何工作的呢?让我们以X公司为例。X公司想要推出一款面向20-25岁人群的新产品。他们需要他们的产品看起来“酷”和有趣，所以他们决定支付年轻的营销人员是精心挑选的——公司X研究社交媒体，目标是最受欢迎的人或“潮流引领者”。这些人签订合同，同意推广公司的产品，比如在社交媒体上赞扬公司的产品。20岁的Tanya Fulham就是其中之一。

坦尼娅·富勒姆美丽、运动、聪明。她对时尚感兴趣，喜欢购物，喜欢听最新的流行音乐。她在社交媒体上有超过1.5万名粉丝，她经常影响他们的选择和观点。她受雇于一家卧底营销机构，在博客和社交媒体上推广品牌。谭雅解释说:“时尚的产品或有很强的品牌形象的产品更容易销售。”“我通常能让人们买各种东西，从化妆品到名牌牛仔裤等奢侈品。”还有一些年轻的营销人员上传自己的视频，描述他们最近的购物之旅，并展示他们最新购买的商品。他们向人们展示产品是如何工作的，或者它是什么样子的。