法学考研培训

21考研周刊《经济学人》双语精读版-百事可乐与可口可乐的世纪大战

In America growth (in the median price per square foot)acceleratedmore quickly in the second quarter of 2020 than in any three-month period in the lead-

up to the financial crisis of 2007-09.

在美国,2020年第二季度每平方英尺的中位数价格增长速度比2007-2009年金融危机前的任何一个季度都要快。

句子的主要结构为 more … than …

1.per square foot 每平方英尺

2.in the lead-up to 在…之前

eg:All these attacks are raising concerns about security in the lead-up to elections in October.

《本期内容》

导读

可口可乐与百事可乐的广告之战已经相互厮杀了一百年,然而双方还乐此不彼。两家公司每次过招,精彩程度堪比一部大片。

双语阅读

The cola wars became a cultural phenomenon. Credit for that goes to Donald Kendall, PepsiCo’s legendary former boss, who died on September 19th aged 99. A gifted salesman, he rose quickly through the ranks from his start on the bottling line to become the firm’s top sales and marketing executive at the tender age of 35.

可乐大战已经成为一种文化现象。这要归功于百事可乐传奇的前任老板唐纳德·肯德尔,他于9月19日去世,享年99岁。翻译划线句,在文末留言框内打卡,答案下期公布~

Seven years later he was named CEO. In 1974 he injected a dose offizzycapitalism into the Soviet Union, which allowed Pepsi to become the first Western product to be legally sold behind theiron curtain. By the time hestepped downas boss in 1986, PepsiCo’s sales had shot up nearly 40-fold, to $7.6bn. His legacy continues to shape the industry.

七年后,他被任命为首席执行官。1974年,他为苏联注入了一剂冒泡的资本主义,这使百事可乐成为第一个在铁幕后合法销售的西方产品。他在1986年卸任老板时,百事公司的销售额已经猛增了近40倍,达到76亿美元。他的往日荣光还在继续影响整个行业。

Mr Kendall offered a mix of strategic vision, principled leadership and marketingflair. Two years after taking charge he acquired Frito-Lay, a leadingpurveyorof snacks, giving PepsiCo an advantage fromdiversificationthat persists to this day. PepsiCo’s revenues last year of $67bn dwarfed Coca-Cola’s $37bn in sales.

肯德尔集战略眼光、有原则的领导力和营销才能于一身。接管公司两年后,他收购了一家领先的零食供应商菲多利,这使百事公司从多元化发展中赢得竞争优势并一直延续至今。百事公司去年收入670亿美元,远胜于可口可乐370亿美元的销售额。

But hismasterstrokewas the all-out marketingblitzagainst Coca-Cola, long the global market leader in non-alcoholic beverages. The two firms had competed for decades, but they mostly fought low-grade battles. Mr Kendall changed that, by forcing both companies into an advertising arms race.

但他的绝招实际是对可口可乐公司的全面营销闪电式袭击,可口可乐公司长期以来是全球非酒精饮料市场的领导者。两家公司已经竞争了几十年,但他们大多是低级别的较量。肯德尔通过迫使两家公司进行广告军备竞赛而改变了这一局面。

In 1975 Coca-Cola spent around $25m on advertising and PepsiCo some $18m. By 1985 those figures hadshot upto $72m and $57m, respectively. In 1995 Pepsi outspent Coke by $112m to $82m.

1975年,可口可乐公司在广告上的支出约为2500万美元,百事可乐公司约为1800万美元。到1985年,这些数字分别飙升至7200万美元和5700万美元。1995年,百事可乐的广告费为1.12亿美元,超过了可口可乐的8200万美元。

本文节选自:The Economist(经济学人)

发布时间:2020.10.07

词汇积累

1.fizzy

英/’fz/美/’fzi/

adj. 嘶嘶的,泡沫腾涌的

2.flair

英/fle/美/flr/

n. 天资;天分;眼光;才华

3.purveyor

英/p’vei/美/pve/

n. 承办商;伙食承办商;供应粮食者;供应货物或提供服务的人或公司

4.diversification

英/d,vsf’ken/美/d,vsf’ken/

n. 变化,多样化

5.masterstroke

英/’mɑst,strk/美/’mststrok/

n. 妙举,巧妙的动作

6.blitz

英/blts/美/blts/

n. 闪电战, 大规模空袭;广告战

vt. 用闪电战攻击

词组搭配

1.iron curtain 铁幕(阻隔消息,思想交流的)无形屏障【查历史事件】

2.step down 走下;辞职;逐步减低

3.shoot up 迅速上升, 猛增

写作句总结

The cola wars became a cultural phenomenon. Credit for that goes to Donald Kendall, PepsiCo’s legendary former boss, who died on September 19th aged 99.

结构:sth. became a cultural phenomenon. Credit for that goes to sb.

XX已经成为一种文化现象,这要归功于XX

例句:Apple became a trend. Credit for that goes to Steve Jobs.

打卡作业

翻译文章中的划线句,并于留言小程序回复打卡,,或一个人打卡累计7天可免费加入21考研公共课百度云群哦!快邀请你的小伙伴一起来打卡吧!下期推送会公布参考翻译答案,大家一起来学习英语吧~

转发给身边的朋友,让更多的小伙伴一起读原汁原味的外刊吧!

点击领取1998-2020经济学人杂志PDF,附双语版+词汇

……………….

领取30年考研真题

END

排版/外刊君

图片/来源网络

中国高翻小组

Notice: The content above (including the pictures and videos if any) is uploaded and posted by a user of NetEase Hao, which is a social media platform and only provides information storage services.

你可能也会喜欢...

发表回复

您的电子邮箱地址不会被公开。 必填项已用*标注