乔布斯传 第156期:爆炸式宣传

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爆炸式宣传

Over the years Steve Jobs would become the grand master of product launches.

多年来，史蒂夫·乔布斯已成为产品发布大师。

In the case of the Macintosh, the astonishing Ridley Scott ad was just one of the ingredients.

以麦金塔电脑的发布为例，雷德利·斯科特的惊人广告仅仅是产品发布的一部分

Another part of the recipe was media coverage³.

，还有一部分是媒体报道。

Jobs found ways to ignite blasts of publicity that were so powerful the frenzy⁴ would feed on itself, like a chain reaction.

乔布斯知道如何激发媒体进行爆炸式宣传，这种宣传方式威力强大，会像连锁反应一样越来越疯狂。

It was a phenomenon that he would be able to replicate⁵ whenever there was a big product launch,

只要有重要的产品发布，乔布斯就会经常重复使用这一方法，

from the Macintosh in 1984 to the iPad in 2010.

从1984年的麦金塔电脑到2010年的iPad发布都是如此，这已经成为一种现象。

Like a conjurer, he could pull the trick off over and over again,

他就像一个魔术师，能够一遍又一遍地施用相同的伎俩，

even after journalists had seen it happen a dozen times and knew how it was done.

即便记者们已经目睹多次，也知道事情会如何发展。

Some of the moves he had learned from Regis McKenna,

有一些窍门是他从里吉斯·麦肯纳那里学来的，

who was a pro² at cultivating and stroking prideful reporters.

麦肯纳擅长引导和激发自负的记者。

But Jobs had his own intuitive sense of how to stoke the excitement,

但是，在如何挑起记者的兴奋之情、

manipulate the competitive instincts of journalists, and trade exclusive access for lavish⁶ treatment.

操纵新闻工作者的竞争本能和通过透露独家新闻获得丰厚回报方面，乔布斯也有着自己的直觉。

双语有声读物 乔布斯传

In December 1983 he took his elfin engineering wizards, Andy Hertzfeld and Burrell Smith,

1983年12月，他带着自己的天才工程师安迪·赫茨菲尔德和伯勒尔·史密斯，

to New York to visit Newsweek to pitch a story on "the kids who created the Mac."

前往纽约走访《新闻周刊》，想让对方写一篇关于“创造麦金塔电脑的小伙子们”的报道。

After giving a demo of the Macintosh, they were taken upstairs to meet Katharine Graham,

在进行了麦金塔电脑的演示之后，他们被带上楼同凯瑟琳·格雷厄姆见面。

the legendary⁷ proprietor⁸, who had an insatiable interest in whatever was new.

格雷厄姆是媒体界的一位传奇人物，她对所有新生事物都充满莫大的兴趣。

Afterward⁹ the magazine sent its technology columnist¹⁰ and a photographer to spend time in Palo Alto with Hertzfeld and Smith.

之后，《新闻周刊》杂志派遣自己的科技专栏作家和一位摄影师前往帕洛奥图，与赫茨菲尔德和史密斯共度一段时光。

The result was a flattering and smart four-page profile of the two of them,

最后发表的报道共4页，介绍了这两位工程师，溢美之情尽显，

with pictures that made them look like cherubim of a new age.

此外还配上两人在家中的图片，令他们看上去就像是新时代的天使。

The article quoted Smith saying what he wanted to do next:

文章援引史密斯的话来表述他接下来要做的事：

"I want to build the computer of the 90's. Only I want to do it tomorrow."

“我想要打造90年代的计算机，明天就开始。”

The article also described the mix of volatility¹¹ and charisma¹² displayed by his boss:

文章还描写了两人的那位老板的反复无常和领袖魅力。

"Jobs sometimes defends his ideas with highly vocal¹³ displays of temper that aren't always bluster¹⁴;

“乔布斯有时会发怒，髙声为自己的想法辩护，但并不会动不动就咆哮；

rumor¹⁵ has it that he has threatened to fire employees for insisting that his computers should have cursor keys, a feature that Jobs considers obsolete¹⁶.

乔布斯认为光标键已经过时，有传言称，他曾因员工坚持表示苹果电脑应该有光标键而威胁要开除对方。

But when he is on his best behavior,

但是，当乔布斯处于最佳状态时，

Jobs is a curious blend of charm and impatience¹⁷, oscillating between shrewd reserve and his favorite expression of enthusiasm: 'Insanely great.'"

他是魅力和急躁的奇特融合体，时而含蓄，时而酷毙了。而‘酷毙了’是他最喜欢用来表达自己激情的短语。”

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