近日，英国时尚品牌巴宝莉（Burberry）正式发布了由全新代言人赵薇、周冬雨拍摄的广告大片《摩登新禧》，以此庆祝中国的农历新年。本片的定位是英伦风与中国风的完美结合，既古典又时髦。但是整组照片的画风让网友十分费解：色调灰暗，而且没有一个人在笑。网友们纷纷表示不敢相信自己的眼睛：这哪有一点过节气氛？明明更像恐怖片海报……
国际大牌竞相推出春节营销活动，与中国市场近年展现的强大购买力紧密相关。据麦肯锡的《2017中国奢侈品报告》，至2025年，预计中国消费者将一举买下44%的全球奢侈品。尽管各大国际品牌都铆足了劲儿，要给神秘的东方农历新年献上一份贺礼。奇怪的是，明明这些大牌的单品都美到绝妙，但似乎一直没能找到与东方文化平衡的切入点，要么用力过猛，要么水土不服。在东西方文化之间建立关联，试图拉近与本土消费者的距离，这种做法值得鼓励，但如何做好本地化，国际品牌或许还需要再下一番功夫。
本篇课程首发于@友邻优课 2019年1月19日，选自 CNBC
Burberry is running its first Lunar New Year ad — but some people are calling it creepy
Chinese/Lunar New Year: 农历新年；春节
run/publish an/one's ad: 发布广告
run /rʌn/: vi. 跑步 vt. 运行，经营；举办
creepy /ˈkriːpi/: adj. 诡异的；细思极恐的
① British fashion label Burberry has launched a campaign celebrating Lunar New Year, but some people aren't so sure about it.
label /ˈleɪbəl/: n. (时装) 品牌；标签；唱片公司/音乐厂牌
launch a campaign /kæmˈpeɪn/: 发起一项活动
celebrate /ˈseləbreɪt/: vt. 庆祝
be not so sure about sth.: 对……持怀疑态度
② The campaign is the brand's first for the February 5 festival in celebration of "family traditions and togetherness during the festive period," but the advertising images, in the style of a family portrait, have been criticized as being "creepy," by people on social media.
brand /brænd/: n. 品牌
in celebration of: 为了庆祝……
togetherness /təˈɡeðənɪs, təˈɡeðərnəs/: n. 合家团圆；团结友爱
during the festive period: 在节日期间
festive /ˈfestɪv/: adj. 节日的；喜庆的
in the style of: 以……的风格/样式
a family portrait: 全家福
③ Burberry's New Year campaign stars Chinese actresses Zhao Wei and Zhou Dongyu, showing them with models of different ages, against a grey backdrop. None of the characters is smiling.
star /stɑː, stɑːr/: vt. 由……主演 n. 明星
backdrop /ˈbækdrɒp, ˈbækdrɑːp/: n. 幕布；背景
④ "Inspired by classic portraiture, the campaign is reimagined in an informal urban environment, juxtaposing the old and the new, the traditional and the contemporary," the company's online release stated.
portraiture /ˈpɔːtrɪtʃə, ˈpɔːrtrɪtʃər/: n. 肖像画
reimagine /ˌriːɪˈmædʒɪn/: vt. 重新想象/思考；重塑
juxtapose /ˌdʒʌkstəˈpəʊz/: vt. (为形成对照效果而) 并置/并列；对照，对比
contemporary /kənˈtempərəri, kənˈtempəreri/: adj. 现代的；当代的
(press) release: 新闻通稿；发布的声明/文件
⑤ Burberry is in the middle of a repositioning as a "higher" luxury label, meaning it can charge more for its clothes and accessories, a move initiated by Chief Executive Marco Gobbetti after he took on the role in 2017. It is also aiming for £100 million in savings between 2016 and 2019, which it says it is on track to achieve.
in the middle of (doing) sth.: 正在做某事
repositioning /ˌripəˈzɪʃəniŋ/: n. 重新定位
savings /ˈseɪvɪŋs/: n. (复数) 存款；省下的钱
to be on track to do sth.: 有可能获得想要的结果
▍词汇拓展
- run: vi. 跑步 vt. 运行，经营；举办
run a story 刊登一则故事
run an article 发表一篇文章
run a company 经营一家公司
run a machine 运行一架机器
run a competition 举办一场比赛 - creepy: adj. 诡异的；细思极恐的
· If we say something is creepy, it means it is causing a sensation as if things are crawling on your skin.
creep: vi. 爬行
The train crept into the station.
火车缓缓驶进车站。 - be not so sure about sth.: 对……持怀疑态度
· 近义表达 have doubts about sth. - festive: adj. 节日的；喜庆的
festive decorations 节日装饰
festive ambiance 节日气氛 - star: vt. 由……主演 n. 明星
The film Mission Impossible stars Tom Cruise.
电影《碟中谍》是由汤姆·克鲁斯主演的。 - backdrop: n. 幕布；背景
The story took place against the backdrop/background/backcloth of World War II.
这个故事是以第二次世界大战为背景展开的。 - reimagine: vt. 重新想象/思考；重塑
The artworks aim to reimagine the relationship between man and society.
这些艺术作品致力于重新去想象人与社会的关系。
The artist reimagined the division between art and reality.
这位艺术家重新思考了现实与艺术之间的界限。
· 类似的词还有 rewrite/reconstruct/rethink
· 书名：Sex and Philosophy: Rethinking de Beauvoir and Sartre（中译名：《玫瑰孕育哲思：波伏瓦与萨特》） - juxtapose: vt. (为形成对照效果而) 并置/并列；对照，对比
· 名词 juxtaposition
· compose: vt. 组合；组成
· oppose: vt. 反对；对立
· impose: vt. 强加；强制
juxtapose strong colors 把鲜明的色彩放在一起形成撞色
juxtapose stories of the poor with those of the rich 把穷人的故事和富人的故事放在一起形成对比
"It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness." (《双城记》) - to be on track to do sth.: 有可能获得想要的结果
· 等于 to be likely to achieve the result you want
▍责任编辑：高晴、李焕
▍内容校对：武志琳、章晓丹
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