考研阅读计划25——2010 Text3《我们很多消费行为都是由

2018-12-16  本文已影响7人  新海说

写在前面

Hi，我是新海，一个正在备战的考研人。
最近需要进行大量的考研专项阅读，于是萌生了一个翻译计划，准备翻译1986——2018年所有阅读，通过大量的阅读训练来熟悉考研单词，短语以及语法，更深刻理解考研阅读。

下面是我的第25篇，所有中文释义，均是由本人整理翻译，当然也有不够完善的地方，欢迎大家评论补充。

Over the past decade, many companies had perfected the art of creating automatic behaviors — habits — among consumers. These habits have helped companies earn billions of dollars when customers eat snacks, apply lotions and wipe counters almost without thinking, often in response to a carefully designed set of daily cues.
在过去的十年里，许多公司已经完善了在消费者中创造自动行为习惯的艺术。这些习惯帮助公司赚取了数十亿美元时，客户吃零食，应用乳液和擦拭柜台几乎不假思索，往往响应精心设计的一套日常线索。

重点词汇

“There are fundamental public health problems, like dirty hands instead of a soap habit, that remain killers only because we can’t figure out how to change people’s habits,” Dr. Curtis said. “We wanted to learn from private industry how to create new behaviors that happen automatically.”
“有一些基本的公共卫生问题，如脏手而不是肥皂习惯，它们仍然是杀手，只是因为我们无法想出如何改变人们的习惯，”柯蒂斯博士说。“我们想向私营企业学习如何创造自动发生的新行为。”

重点词汇

The companies that Dr. Curtis turned to — Procter & Gamble, Colgate-Palmolive and Unilever — had invested hundreds of millions of dollars finding the subtle cues in consumers’ lives that corporations could use to introduce new routines.
柯蒂斯博士求助的公司——宝洁、高露洁和联合利华——已经投资了数亿美元，发现了消费者生活中微妙的暗示，企业可以用来引入新的惯例。

重点词汇

If you look hard enough, you’ll find that many of the products we use every day — chewing gums, skin moisturizers, disinfecting wipes, air fresheners, water purifiers, health snacks, antiperspirants, colognes, teeth whiteners, fabric softeners, vitamins— are results of manufactured habits. A century ago, few people regularly brushed their teeth multiple times a day.
如果你仔细观察，你会发现我们每天使用的许多产品——口香糖、皮肤保湿剂、消毒巾、空气清新剂、净水器、健康小吃、止汗剂、古龙水、牙齿美白剂、织物柔软剂、维生素——都是由习惯造成的。一个世纪以前，很少有人每天经常刷牙多次。
Today, because of canny advertising and public health campaigns, many Americans habitually give their pearly whites a cavity-preventing scrub twice a day, often with Colgate, Crest or one of the other brands.
今天，由于精明的广告和公共卫生运动，许多美国人习惯于每天两次给珍珠白色的防蛀牙洁面乳，通常是用高露洁、佳士得或其他牌子的。

重点词汇

A few decades ago, many people didn’t drink water outside of a meal. Then beverage companies started bottling the production of far-off springs, and now office workers unthinkingly sip bottled water all day long.
几十年前，许多人在一餐外不喝水。然后饮料公司开始灌装生产远距离的泉水，现在办公室工作人员整天不假思索地啜饮瓶装水。
Chewing gum, once bought primarily by adolescent boys, is now featured in commercials as a breath freshener and teeth cleanser for use after a meal. Skin moisturizers are advertised as part of morning beauty rituals, slipped in between hair brushing and putting on makeup.
口香糖，曾经主要由青少年男孩购买，现在在商业广告中充当呼吸清新剂和饭后使用的牙齿清洁剂。皮肤保湿霜被广告宣传为早晨美容仪式的一部分，在刷发和化妆之间穿插。

重点词汇

“Our products succeed when they become part of daily or weekly patterns,” said Carol Berning, a consumer psychologist who recently retired from Procter & Gamble, the company that sold $76 billion of Tide, Crest and other products last year.
卡罗尔·伯宁（Carol Berning）是消费者心理学家，最近从宝洁公司（Pro.&Gamble）退休。宝洁去年销售了760亿美元的Tide、Crest和其他产品。
“Creating positive habits is a huge part of improving our consumers’ lives, and it’s essential to making new products commercially viable.”
创造积极的习惯是改善消费者生活的重要部分，也是使新产品在商业上具有可行性的关键。

重点词汇

Through experiments and observation, social scientists like Dr. Berning have learned that there is power in tying certain behaviors to habitual cues through relentless advertising.
通过实验和观察，像伯宁博士这样的社会科学家已经了解到，通过无情的广告将某些行为与习惯性线索联系起来是有力量的。
As this new science of habit has emerged, controversies have erupted when the tactics have been used to sell questionable beauty creams or unhealthy foods.
随着这种新的习惯科学的出现，当这种策略被用于销售有问题的美容霜或不健康的食物时，就引起了争议。

重点词汇

写在最后

如果大家觉得对你有些帮助，欢迎给与打赏或点赞关注，以及订阅我的每日阅读 专栏，后面我将持续阅读，持续输出。

作者：新海
12月16日晚

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