乔布斯传 第514期:白鲸的白(2)

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rather than create more traditional product-introduction ads that showed off the device's features. 而不是做一个传统的介绍产品功能的广告。

James Vincent, a lanky² young Brit who had played in a band and worked as a DJ, had recently joined the agency, 詹姆斯·文森特是一个又高又痩的年轻英国人，他曾在一个乐队里担任乐手，还做过DJ。他是最近刚加入公司的。

and he was a natural to help focus Apple's advertising on hip³ millennial-generation music lovers rather than rebel baby boomers. 出于职业习惯，他在设计苹果广告时，自然而然地将新千年一代的音乐发烧友作为受众，而不是叛逆的"婴儿潮一代"主题。

With the help of the art director Susan Alinsangan, they created a series of billboards⁴ and posters for the iPod, 在艺术总监苏珊·艾琳珊甘的协助下，他们创作出一系列iPod的广告牌和海报，

and they spread the options on Jobs's conference room table for his inspection⁵. 然后把它们摊在乔布斯的会议室桌上供他审阅。

At the far right end they placed the most traditional options, 他们把最保守的提案放在了桌子的最右边，

which featured straightforward⁶ photos of the iPod on a white background. 白色背景中一张iPod的特写照片；

At the far left end they placed the most graphic⁷ and iconic treatments, 而最左边的是最有图像感和符号感的设计，

which showed just a silhouette⁸ of someone dancing while listening to an iPod, its white earphone wires waving with the music. 一个人边听iPod边跳舞的剪影，白色的耳机线也随之舞动。

"It understood your emotional and intensely personal relationship with the music," Vincent said. 文森特说："这幅图表达了人与音乐之间紧密的情感联系。"

 

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