跟读练习: Steve Jobs on Marketing - 通过YouTube学习英语口语
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To me, marketing is about values.
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To me, marketing is about values.
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This is a very complicated world.
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It's a very noisy world.
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And we're not going to get a chance to get people to remember much about us.
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No company is.
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And so we have to be really clear on what we want them to know about us.
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Now, Apple, fortunately, is one of the half a dozen best brands in the whole world,
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right up there with Nike, Disney, Coke, Sony.
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It is one of the greats of the greats,
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not just in this country,
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but all around the globe.
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And, but even a great brand needs investment and caring if it's going to retain its relevance and vitality.
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The Apple brand has clearly suffered from neglect in this area in the last few years.
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And we need to bring it back.
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The way to do that is not to talk about speeds and feeds.
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It's not to talk about nips and megahertz.
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It's not to talk about why we're better than windows.
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The dairy industry tried for 20 years to convince you that milk was good for you.
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It's a lie, but they tried anyway.
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And the sales were going like this.
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And then they tried Got Milk,
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and the sales are going like this.
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Got Milk doesn't even talk about the product.
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Matter of fact, it focuses on the absence of the product.
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But the best example of all,
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and one of the greatest jobs of marketing in the universe has ever seen is Nike.
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Remember, Nike sells a commodity.
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They sell shoes.
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And yet, when you think of Nike,
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you feel something different than a shoe company.
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In their ads, as you know,
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they don't ever talk about the product.
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They don't ever tell you about their air soles and why they're better than Reebok's air soles.
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What does Nike do in their advertising?
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They honor great athletes, and they honor great athletics.
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that's who they are that's what they are about
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Apple spends a fortune on advertising you'd never know it you'd never know it
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so when I got here we Apple just fired their agency we're doing a competition with 23 agencies
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that you know four years from now we picked one and we blew that up and we we hired Shite Day,
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the ad agency that I was fortunate enough to work with years ago.
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We created some award-winning work including the commercial voted the best ad ever made 1984
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by advertising professionals and we started working about eight weeks ago
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and what we the question we asked was our customers want to know who is Apple
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and what is it that we stand for?
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Where do we fit in this world?
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And what we're about isn't making boxes for people to get their jobs done,
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although we do that well.
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We do that better than almost anybody in some cases.
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But Apple's about something more than that.
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Apple at the core, its core value,
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is that we believe that people with passion can change the world for the better.
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That's what we believe.
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And we've had the opportunity to work with people like that.
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We've had an opportunity to work with people like you,
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with software developers, with customers who have done it in some big and some small ways.
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And we believe that in this world.
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People can change it for the better.
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and that those people that are crazy enough to think they can change the world are the ones that actually do.
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And so what we're going to do in our first brand marketing campaign in several years
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is to get back to that core value.
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A lot of things have changed.
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The market's a totally different place than it was a decade ago.
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And Apple's totally different, and Apple's place in it is totally different.
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And believe me, the products and the distribution strategy and the manufacturing are totally different,
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and we understand that.
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But values and core values, those things shouldn't change.
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The things that Apple believed in at its core are the same things that Apple really stands for today.
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And so we wanted to find a way to communicate this.
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And what we have is something that I am very moved by.
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It honors those people who have changed the world.
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Some of them are living,
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some of them are not.
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But the ones that aren't,
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as you'll see, you know that if they'd ever used a computer,
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it would have been a Mac.
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And the theme of the campaign is think different.
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is the people, honoring the people who think different and who move this world forward.
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And it is what we are about.
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It touches the soul of this company.
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So I'm going to go ahead and roll it,
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and I hope that you feel the same way about it I do.
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Here's to the crazy ones.
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The misfits, the rebels, the troublemakers,
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the round pegs in the square holes,
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the ones who see things differently.
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They're not fond of rules,
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and they have no respect for the status quo.
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You can quote them, disagree with them,
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glorify or vilify them, but the only thing you can't do is ignore them.
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because they change things.
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They push the human race forward.
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And while some may see them as the crazy ones, we see genius.
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Because the people who are crazy enough to think they can change the world are the ones who do.
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为什么要通过这个视频练习口语？
通过Steve Jobs在营销方面的演讲进行影子跟读（shadow speak）练习，可以帮助您更好地理解与口语表达相关的价值观和情感。Steve Jobs的演讲不仅富有感染力，而且传达了清晰的理念。在这个复杂且喧闹的世界中，许多品牌都在争取人们的注意力，但是否能让他们记住我们，这就是练习的关键所在。通过模仿Jobs的语调和语速，您将能够提高自己的口语流利度和自信心，进而掌握有效的沟通技巧。
语法与表达在语境中的运用
在这段演讲中，Steve Jobs使用了多种语法结构和表达方式，帮助传达他的观点。以下是几个关键的例子：
- 直接引语：Jobs常用直接引语传达他对市场的看法，例如“这是一个非常复杂的世界。”这种用法能够增强表达的力度。
- 对比结构：他提到“不仅在这个国家，而且在全球”，这种对比使听众更能感受到品牌的影响力。
- 反问句：使用反问句如“我们为什么要更好于Windows？”能引起观众的思考。
- 动名词：例如“Honoring great athletes”这一句，使用动名词让句子更生动。
- 情态动词：Jobs多次使用情态动词“需要”，展示了目标导向性，例如“我们需要清楚知道我们想让他们了解什么。”
常见的发音陷阱
虽然视频中的内容精彩，但也存在一些发音上的挑战。以下是一些您在影子跟读（shadowspeak）时可能遇到的发音陷阱：
- 品牌名称：尽管在本段中没有特别提到品牌名，您在各类口语中可能误读某些知名品牌名称，这需要额外的练习。
- 复杂词汇： “commodity”这个词在口语中容易发音不准确，应注意重音和音节的切分。
- 连音现象： 在快速讲话时，Jobs会将某些词连接起来，比如“got milk”听起来更顺畅。因此，练习这类连读有助于提高口语流利度。
通过进行这些影子跟读（英语影子跟读）练习，您将更容易掌握这些复杂的发音技巧，从而提高您的英语口语能力。
什么是跟读法？
跟读法 (Shadowing) 是一种有科学依据的语言学习技巧，最初开发用于专业口译员的培训，并由多语言者Alexander Arguelles博士普及。这个方法简单而强大：您在听英语母语原声的同时立即大声重复——就像是一个延迟1-2秒紧跟说话者的影子。与被动听力或语法练习不同，跟读法强迫您的大脑和口腔肌肉同时处理并模仿真实的讲话模式。研究表明它能显着提高发音准确性，语调，节奏，连读，听力理解和口语流利度——使其成为雅思口语备考和真实英语交流最有效的方法之一。