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。”

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Netflix’s battle cry picks holes in Trump’s growth story

2019年8月30日

① Netflix’s new documentary “American Factory”, the maiden project of Barack and Michelle Obamas’ production company Higher Ground, has opened to rave reviews in Sundance festival and has a shot at the Oscars.

网飞的新纪录片《美国工厂》是奥巴马夫妇创立的高地影片制作公司出品的处女作,该片在圣丹斯国际电影节上映,赢得如潮好评,有望争夺奥斯卡奖项。

② “American Factory” is set in the industrial heartland of the US. Hard done by The Great Recession in 2008, General Motors shut down their truck plant in Ohio, putting around 2,000 employees out of work. Cut to 2015, the founder of Fuyao Glass, Cao Dewang, took over the plant and employed for his first operations in the US around 1,000 locals, who worked alongside the imported Chinese “trainers”.

《美国工厂》的故事发生在美国工业中心地带。受2008年经济大萧条冲击,通用汽车公司关闭了俄亥俄州的汽车厂,导致近2000名员工失业。时间跳转到2015年,福耀玻璃集团创始人曹德旺接手该厂,并为其在美国的初期运营雇佣了大约1000名当地员工与来自中国的“培训师”一同工作。

③ Cao’s attempt to replicate the labor-intensive China model at the factory was met with shock and surprise from the American workers, who were frequently described as inefficient. The Chinese, on the other hand, were scolded for their lax attitudes towards worker welfare.

曹德旺试图在这里复制中国工厂劳动密集型的生产模式,而这让时常被描述为低效的美国工人瞠目结舌。而另一边的中国人,因漠视工人福利同样备受指责。

④ Released into Trump’s America, it takes aim at the growth story peddled by the President, showing how America is not well-equipped to deal with the realities of the new global marketplace. Trump administration’s all show and no go policies and the US-China trade war are not helping matters either.

在特朗普执政的背景下,《美国工厂》瞄准了特朗普兜售的振兴美国大计,暗示着美国面对新近全球化市场的现实情形尚未做足准备,而特朗普政府纸上谈兵的政策以及中美贸易战也并未解决这一问题。

内容拓展:

铁锈地带(Rust Belt)最初指的是美国东北部-五大湖附近,传统工业衰退的地区,现可泛指工业衰退的地区。

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Amazon burns as Brazil government plays with fire

2019年8月28日

① Smoke obscured the skyline of Sao Paulo on August 19 as fires were raging in the Amazon rainforest 1,700 miles away. Brazil’s National Institute for Space Research (INPE) said that the Amazon region accounted for more than half of the 72,843 fires in the country this year - an 80% increase year on year.

8月19日,浓烟模糊了圣保罗的天际线,此刻大火正在1700英里以外的亚马孙雨林肆虐。巴西国家空间研究所(INPE)表示,今年巴西境内共检测到72843起火灾,比去年同期增加80%,其中亚马孙地带的火灾数量占一半以上。

② Home to an eclectic mix of flora and fauna, the Amazon produces 20% of the oxygen in the Earth’s atmosphere and acts as a counterforce to global warming. It is not without reason that the Amazon is called the “lungs of the planet.”

亚马孙雨林有着丰富多样的动植物种类,释放的氧气占地球大气氧气总量的20%,在对抗全球变暖中扮演重要角色。“地球之肺”的美誉,可谓实至名归。

③ A senior scientist at INPE said 99% of the fires are caused by humans. Environmental groups have called into question the Brazilian government’s attitude towards the largest rainforest on Earth. However, President Jair Bolsonaro assigned the blame on NGOs whom he suspected of having spread the fires to tarnish the government’s international image.

INPE的一名资深研究员称,99%的火灾都是人为造成的。环境组织纷纷质疑巴西政府面对世界最大雨林的不作为态度。然而,巴西总统雅伊尔·博索纳罗却将矛头转向这些非政府组织,怀疑他们故意纵火,抹黑巴西政府的国际形象。

④ During his campaign last year, Bolsonaro had promised to fix Brazil’s economy by tapping into Amazon’s natural resources. Upon assuming office, he relaxed environmental regulations and gave free rein to miners, loggers and farmers to exploit the rainforest to a greater extent. If this aggression continues unchecked, the Amazon could turn into a dry savannah and start releasing instead of absorbing carbon – the biggest driver of climate change.

在去年总统竞选期间,博索纳罗曾承诺通过开发亚马孙自然资源来修复巴西经济。上任后,他放松了环境管制,放任采矿、伐木和耕地等活动进一步剥削雨林资源。如果这类对雨林的入侵活动持续泛滥,亚马孙雨林可能会变成一片干枯的热带草原,其碳吸收的功效不再,转而开始排放温室气体这一导致气候变化的最大元凶。

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