Apple does not "let bad guys use iPhones on screen"

2020年3月14日

Apple does not “let bad guys use iPhones on screen”

苹果公司:影视剧里的反派不准用 iPhone

Rian Johnson, the director of Star Wars: The Last Jedi, has lifted the lid on a secret in the world of product placement — Apple will not allow its kit to be used by a villainous character on screen.

电影《星球大战:最后的绝地武士》的导演莱恩·约翰逊,揭露了一个关于植入式广告的黑暗秘密:苹果公司规定,具备邪恶属 性的人物,不能在影视剧中使用它们的产品。

“Apple, they let you use iPhones in movies but, and this is very pivotal, if you’re ever watching a mystery movie, bad guys cannot have iPhones on camera,” Johnson revealed in a video recorded for Vanity Fair.

约翰逊在为杂志《名利场》录制的一段视频中透露:“苹果公司是同意让 iPhone 出现在电影里,然而,我接下来要说的这一点 很重要:如果你看过悬疑片,你就会发现,反派人物在镜头前是不会使用 iPhone 的。”

Johnson let the secret slip as he took viewers through an anatomy of a scene in his latest film, the hodunnit Knives Out.

约翰逊在带领观众,一起剖析自己的凶杀悬疑新片——《利刃出鞘》中的一幕时,透露了这个秘密。

“Every single film-maker who has a bad guy in their movie that’s supposed to be a secret wants to murder me right now,” Johnson added.

约翰逊接着补充道:“每一个想在电影里藏反派人物的电影人,现在一定都很想杀了我。”

Apple has long cultivated an immaculate brand image and it strictly controls how its products are used on the big and small screen. An article from Wired as long ago as 2002 pointed out that all the good guys in the long-running thriller 24 use Macs, while all the villains were seen using Windows PCs.

长期以来,苹果一直致力于塑造一个完美的品牌形象,严格把关其产品在大小荧幕中的使用方式。早在 2002 年,美国《连线》杂志中的一篇文章就曾指出:长期播出的惊悚剧《24 小时》里, 所有正派人物用的都是苹果电脑,而反派人物则用的是微软系统的电脑。

Guidelines advise that Apple phones, computers and other kit bearing the trademark should be seen “in the best light, in amanner or context that reflects favourably on the Apple products and on Apple Inc,” according to the site MacRumors.

据 MacRumors 网站披露,苹果公司的(商标和版权使用)准则建议:苹果手机、电脑和带有苹果商标的其他产品“要以最佳姿态出现在公众视野,其出现的方式或场合,能给苹果的产品和苹果公司带来积极正向的影响”。

But Apple is far from alone in attempting to dictate the types of content and characters brands are willing to be associated with. “All brands have stipulations for how they want to be used and seen on screen,” says Darryl Collis, director of product placement specialists Seesaw Media.

然而,绝不是只有苹果一家公司,在试图规定它们愿意建立形象关联的内容、角色类型。来自 Seesaw 媒体公司的达里尔·科利斯,是该公司植入式广告专家团队的总监,他说:“所有的品牌都有明确的条款,来规定自身产品在荧幕上的出现和使用方式。”

重点词汇

lift the lid on…

揭露关于…的秘密

相关词汇:lid(n. 容器的盖子)

搭配短语:a dustbin lid同义短语:take the lid off

搭 配 短 语 : take the lid off/lift the lid on the corruption in the

company

placement/ˈpleɪs.mənt/

n. 放置;布置;实习工作

相关词汇:place(n. 地点)

英文释义:the action of putting something in a place

搭配短语:a job placement service

搭配短语:student placement

kit/kɪt/

n. 成套工具

搭配短语:a first-aid kit

搭配短语:a tool kit

villainous/ˈvɪl.ə.nəs/

adj. 邪恶的,极坏的

近义词:evil, wicked

相关词汇:villain(n. 反派人物;小混混)

相关词汇:villa(n. 度假别墅;乡间邸宅)

pivotal/ˈpɪv.ə.təl/

adj. 关键性的,核心的

相关词汇:pivot(n. 机械的轴;中心,关键)

例句:She is the pivot of this team.近义词:important

搭配短语:a pivotal role/moment

let sth. slip

无意中说出某事;泄露某事

相关词汇:slip(v. 滑落;脱落)

相关结构:let slip that…

例句:He let slip that they were getting married.

take sb. through

帮助某人深入了解…

例句:The director took us through the play scene by scene.

例句:I will take you through this later.

anatomy/əˈnčt.ə.mi/

n. 剖析,分析;解剖学

文化补充:Grey’s Anatomy(《实习医生格蕾》)

搭配短语:an anatomy of evil

whodunnit/ˌhuːˈdʌn.ɪt/

n. 凶杀悬疑电影(或小说、戏剧)

文化补充:whodunnit 是 who done it(who has done it 的缩略

版)的口语化缩写。

英文释义:It is a story about a murder in which you do not know

who did the murder until the end.

be supposed to应该,应当

例句:You are supposed to buy a ticket.

例句:What is that supposed to mean?

cultivate/ˈkʌl.tə.veɪt/

v. 培养,培育;耕作,种植

例句:She cultivated a small garden of her own.

搭配短语:cultivate a positive attitude

immaculate/ɪˈmčk.jə.lət/

adj. 没有污点的,纤尘不染的;没有瑕疵的,完美的

反义词:maculate(adj. 有污渍的)

long-running/ˈlɑːŋ.rʌn.ɪŋ/

adj. 长久运转的,长期存在的;上演很长时间的

相关词汇:run(v. 运行,运转)

villain/ˈvɪl.ən/

n. 反面人物,反派角色

in the (best) light

以(最好)的方式

相关词汇:in the negative light(以负面的方式)

例句:Please don’t view things in a negative light.

reflect on

给…带来影响

例句:If my children are rude, that reflects on me as a parent.far from

完全不是,绝不是

口语表达:-Are you angry?/-Far from it.

dictate/ˈdɪk.teɪt/

v. 规定;听写

词性拓展:dictation(n. 听写)

搭配短语:English dictation

be associated with

和…有关联

相关词汇:associate(v. 联想;关联)

例句:Sichuan is associated with spicy food.

stipulation/ˌstɪp.jəˈleɪ.ʃən/

n. 协议中的条款;规定

相关词汇:stipulate(v. 明确要求)

近义词:specify

例句:A delivery date is stipulated in the contract.

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