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苹果发布会,一个“让自己变得更好”的广告

更新时间:2017-9-13 18:48:32 来源:纽约时报中文网 作者:佚名

At the Apple Keynote, Selling Us a Better Vision of Ourselves
苹果发布会,一个“让自己变得更好”的广告

Talking about the new iPhone’s augmented-reality features at Apple’s announcement event Tuesday, Philip W. Schiller, the senior vice president for worldwide marketing, showed how an app could overlay an image of the constellations on a live camera picture of the sky. This got him excited. “This isn’t some generic sky!” he said. “This is the sky around you!”

在苹果周二的发布会上,谈到新款iPhone的增强现实功能时,负责全球营销的高级副总裁菲利普·W·席勒(Philip W. Schiller)演示了一款应用如何在一张实时拍摄的天空的照片上覆盖星座的图像。这让他变得兴奋不已。“这不是普通的天空!”他说。“这是你身边的天空!”

I don’t know. It looked like a generic sky to me: clouds, blue, sunlight.

我不懂。在我看来,它就是一片普通的天空:有云朵,蓝色的,还有阳光。

But it did look better on the phone — or rather, on an image of a phone, projected on a screen in Cupertino, Calif., streamed to my computer. It was luminous. The constellation labels, appearing and fading, gave it a look of magical whimsy.

但在新款iPhone上,或者说在那张先投射到加利福尼亚州库比蒂诺的一个屏幕上、然后再传到我电脑的手机图片上,它的确更好看了。它闪闪发光,时隐时现的星座标签让它看上去像有魔力似的。

I looked up through the skylight over my desk. Yep. That iPhone sky looked way better than the garbage regular sky that I could see through my garbage human eyes.

我抬头看向书桌上方的天窗外面。的确。iPhone上的那片天空,远比我透过自己蹩脚的肉眼看到的蹩脚的普通天空好看。

This enhancement of reality is what each video-streamed Apple event sells, more than any particular iPhone or set-top box. If advertising once told us that “Things go better with Coke,” this event — a jewel box for Apple’s products and the people who use them — says that “Things look better with Apple.”

相比于任何特定的iPhone或机顶盒,这种增强现实才是每一届通过视频直播的苹果发布会的卖点。如果广告告诉我们的是可口可乐让我们“心旷神怡,万事胜意”,那这场活动——苹果产品和苹果用户的珠宝盒——说的就是苹果让我们“心旷神怡,万事胜意”。

This year is the 10th anniversary of the iPhone. It’s also the 10th anniversary of the Apple keynote at which Steve Jobs announced the original device. The first one was a tour de force, Mr. Jobs leading a rapt audience as he asked them to imagine an iPod, a phone and a pocket internet device all in one.

今年是iPhone面世10周年,也是史蒂夫·乔布斯(Steve Jobs)宣布推出最早的iPhone的主题演讲面世10周年。第一场主题演讲是一次绝妙的表演,乔布斯带领着一群全神贯注的观众,让他们想像集手机和便携式互联网设备于一身的iPod。

Mr. Jobs, who died in 2011, loomed over Tuesday’s nostalgic presentation. The Apple C.E.O., Tim Cook, paid tribute, his voice cracking with emotion, Mr. Jobs’s steeple-fingered image looming as big onstage as Big Brother’s face in the classic Macintosh “1984” commercial. Mr. Cook even revived Mr. Jobs’s patented “One more thing ...” line, but reverentially: “We have great respect for these words, and we don’t use them lightly.”

已于2011年去世的乔布斯出现在了周二的怀旧演示环节中。苹果首席执行官蒂姆·库克(Tim Cook)向乔布斯致敬。因为动情,他声音颤抖。台上出现了乔布斯十指相对的巨幅照片,就像经典的Macintosh广告《1984》中老大哥的脸一样。库克甚至还重复了乔布斯那句标志性的“还有一样东西……”但他充满敬意地说:“我们非常敬重这几个字,不轻易说。”

These online-streaming keynotes have become as important a production of Apple as the devices themselves. An Apple event is a distinct kind of TV special: an extended commercial — this one ran nearly two hours — that people watch willingly, to get a glimpse of the new products and an art-directed idea of their better selves.

这些在线播放的主题演讲,已经变成和苹果设备本身一样重要的苹果产品了。苹果的发布会是一种与众不同的特别电视节目:一个加长版的广告。今年的活动持续了近两个小时。为了一睹新产品的芳容,并从以艺术为导向的角度了解怎样让自己变得更好,人们愿意观看这些节目。

On the massive screen, attractive young people ran with a billowing red sheet across a golden desert. Caped figures soared through clouds like angels in a gorgeous video game preview. A promo video for the Apple Watch as a fitness tool was so heartwarming and inspirational I think the Apple Watch may be running for president.

大屏幕上,一群俊美的年轻人拿着飘动的红布在一片金色的沙漠里奔跑。在一段华丽的视频游戏预映中,披着披肩的角色像天使一样直冲云霄。Apple Watch的一段宣传视频称它是一个帮助用户保持健康的工具。视频令人备受感动和鼓舞,以至于让我以为Apple Watch是在竞选总统。

Angela Ahrendts, Apple’s senior vice president for retail, said new Apple stores would be rebranded Town Squares, places for community gathering, education — and buying the occasional thousand-dollar phone. (“Apple retail,” Mr. Cook said, “has always been about more than selling. It’s about learning, inspiring and connecting with people.”)

苹果负责零售的高级副总裁安吉拉·阿伦茨(Angela Ahrendts)表示,苹果的新店铺将定位为“城市广场”(Town Squares),成为社区聚会和受教育的场所,也可以用来购买售价可能高达上千美元的手机(库克说,“苹果零售店一直以来都不只是为了销售。而是为了学习,激发灵感,与人们交往”)。

You will do such fantastic things with this technology, the presentation said. You’ll get healthy! You’ll learn! You’ll play ennobling games!

发布会称,你将用这种科技做非常精彩的事。你会变得健康!你会学习!你会玩让你变得高贵的游戏!

Though Mr. Jobs is gone, his minimalist aesthetic lives on in Cupertino, in the products and on the stage. Everything was set off against a black screen, like diamond necklaces in a velvet case. The show opened with footage of the sun rising (or setting? Surely it was rising) over the curvilinear new Steve Jobs Theater, where the event took place.

虽然乔布斯走了,但他的极简主义审美依然活在库比蒂诺,活在产品里和舞台上。一切都展示在黑色屏幕上,就像放在天鹅绒盒子里的钻石项链。发布会的开头播放了一段太阳升起的视频(或者是日落?当然是升起)。发布会在新落成的曲线形史蒂夫·乔布斯剧院(Steve Jobs Theater)举行。

Mr. Cook is an amiable presenter, but he doesn’t pretend to have Mr. Jobs’s magnetism. Wearing a zippered fleece — rich-guy casualwear as opposed to Mr. Jobs’s aesthete’s turtlenecks — he passed the spotlight around to associates. Among them was the designer Jonathan Ive, speaking from a white room in tandem with an animated monkey emoji.

库克是一名亲切的展示者,但他并不假装自己具有乔布斯的魅力。他穿着一件拉链羊毛衫——那是有钱人的休闲服,与乔布斯喜欢的高领套头毛衫不同——他把关注的焦点分给几位同事,包括设计师乔纳森·伊夫(Jonathan Ive),后者在一个与动画猴子表情符号相连的白色房间里讲话。

Those “animoji,” controlled through face-recognition technology — yes, the poop emoji is in there — got a workout. You can read elsewhere about the technical specs of the new hardware. But so much of the presentation was about images: the cameras, the edge-to-edge displays, the animation, emphasizing the extent to which Apple could be overlaid on the world to make it prettier, better, more fun.

那些“动画表情符号”(animoji)是通过面部识别技术控制的,在现场进行试用——是的,包括便便表情符。你可以在其他地方阅读关于这个新硬件的技术细节。不过,这场发布会主要是关于图像:摄像头、无框屏幕、动画,强调苹果可以覆盖到世界上的任何地方,把它变得更美、更好、更有趣。

I’m not going to pretend that I’m immune to this allure. I watched the Apple keynote on my Apple iMac after getting a reminder on my Apple iPad and being unable to start a stream through the Apple events app on my Apple TV. A 1989 Mac Plus that I can’t bear to part with still sits in my basement. I will almost certainly buy one of the new phones.

我不会假装我没有受到诱惑。我收到iPad上的提醒后,发现无法在苹果电视上通过苹果活动的应用程序观看流媒体播放,所以就在iMac上观看苹果的主题演讲。我舍不得扔掉1989年的Mac Plus电脑,它还在我的地下室里。我几乎肯定会买其中一款新iPhone。

What will I do with it? What does anyone? I will Instagram photos of my cooking that I think look more appetizing than they are. I will see another tweet from the president. I will Google song lyrics. I will read Facebook posts and get mad on the internet.

我要拿它做什么?其他人呢?我会把我做饭的照片发布到Instagram上,我觉得它看起来比真实的样子还要诱人。我会看总统的新推文。我会用谷歌搜索歌词。我会读Facebook上的帖子,在互联网上发火。

And another year from now, I’ll set another reminder to watch another Apple event, believing somewhere deep down that with one more upgrade, I might be perfected.

从现在起再过一年,我会再定一个闹钟,提醒我观看苹果的新发布会,相信在内心深处,通过又一次升级,我会变得更加完美。

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