跟读练习: What makes a truly great logo - 通过视频学习英语口语
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73 句
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This is Michael Beirut.
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I'm Michael Beirut.
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I'm a graphic designer.
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You might be familiar with his work.
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But interestingly, he thinks that logos are just kind of overrated.
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I am actually often very ambivalent about them.
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Let's back out a sec.
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What is a logo?
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Basically the face of a company.
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Some are beloved, some the swastika is a logo and it's reviled, you know?
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They have to work at tiny sizes and huge.
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There are three specific types.
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The first type is the wordmark.
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The wordmark is the easiest one, and it's the one that we're all the most familiar with.
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I mean, John Hancock's signature is kind of a wordmark, and it can look crisp, clean, and modern, like the new Google logo looks.
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It can look somehow that it has roots in a shared heritage, the way the Coca -Cola logo looks, you know.
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The second is pictorial.
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The pictorial logos often function as a kind of rebus, you know.
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It's a picture and you say what's in the picture and it sort of is identifying the name of the company.
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Sometimes directly like
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Target, sometimes more indirectly like Lacoste.
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The third kind is kind of the holy grail, abstract iconography.
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It's everyone's favorite kind of category because it just seems almost like magic, you know.
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As a designer, people come to me and they'll say, oh I want something like the Nike swoosh.
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They think that the Nike swoosh was the Nike swoosh the day it was drawn, but it was nothing the day it was drawn.
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The company that birthed
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Nike commissioned a design student named Carolyn to draw some ideas.
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And the Nike founders didn't really like them.
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They sort of said, oh, let's use that one.
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It wasn't like an overnight success.
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And then they started putting on the science of shoes.
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The shoes were good.
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And then the genius of Nike's marketing apparatus made us further associate that product not not merely with performance athletic gear,
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but with the very idea of athletic achievement itself.
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And that's how, over a long time, a little mark means something big.
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That's exactly how religious symbols work.
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It's obviously not just anything inherent in these shapes,
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but it's about what those shapes have come to represent in the minds of the people who are looking at them.
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But there's a fourth type of logo that goes beyond these three types and can use elements of each of them.
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The logo system, a graphical framework that can have endless permutations.
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The first gigantically popular example of the logo system would be MTV.
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But Google's Daily Doodles are another great example of the logo system, a familiar mark that can also point to other ideas and issues.
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This approach all has to do with technological change.
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It used to be if a company was doing a logo, there'd be this military operation by which it would be inscribed on all their equipment
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and on their airplanes and their retail facilities and gold pins
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and couplings would be made for the executive suite
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and put on spittoons and ashtrays and the top of the skyscraper and we say dwell on everyone's business card, right?
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Nowadays, none of that's as important as an email signature
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or your Twitter avatar or the little thing that sits next to your URL.
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Those things are much more ubiquitous and they can be changed at the drop of a hat.
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Beirut used this system approach for his Hillary Clinton logo.
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We wanted to have a mark reflect the electorate and reflect the issues.
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Those simple forms that comprise the H with the arrow in it are actually designed to hold not just two colors,
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say red and blue, but any colors you want.
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The use of logo systems seems to be continually on the upswing now,
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probably because it allows the brand using it to expand the conversation beyond its own name.
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The logo kind of reminds people that that's what our priority is today.
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But at the end of the day, regardless of the shape, style, or system, it might not matter what your logo is.
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It really is about thinking of these symbols as being empty vessels in a way, and then you pour the meaning into them.
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So what's this all add up to?
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Basically, those fights people get in about new logos are pretty misguided.
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They think they're judging a diving competition, but actually, all these organizations are in swimming competitions.
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It's not what kind of splash you make
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when you hit the water it's how long you keep your head above that water.
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Logos need to have a long life, not win points in a discussion.
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12 years after the birth of that
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Nike logo, Nike came back to that graphic design student Carolyn with a gift.
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A Nike ring with her own trademark on it, the swoosh.
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Thank you very much, it's beautiful.
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And an undisclosed amount of Nike stock.
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Wow.
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In 1973 when it was designed, her pay was $35.
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Thank you.
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本课的词汇与口语要点
这节口语课以视频“What makes a truly great logo”为素材。 视频中反复出现的词有：logo, nike, type, swoosh, mark。 这段视频共有 51 个句子、830 个单词可供跟读。 讲话部分时长为 4:32。 说话人语速较快，每分钟约 183 个词，会出现较多连读和弱读。 只有 80% 的单词属于英语最常用的 3,000 词，词汇难度较高。
视频中的重点词汇
视频中 15 个值得学习的单词，附发音和释义：
| 单词 | 发音 | 释义 |
|---|---|---|
| logo 名词 | /ˈloʊ.ɡoʊ/ | 標誌 /标志, 商標 /商标 |
| designer 名词 | /dɪˈzaɪnɚ/ | 設計師 /设计师, 設計家 /设计家 |
| reflect 动词 | /ɹɪˈflɛkt/ | 反映, 反射 |
| symbol 名词 | /ˈsɪmbəl/ | 符號 /符号 |
| vessel 名词 | /ˈvɛsəl/ | 船隻 /船只, 船 |
| signature 名词 | /ˈsɪɡ.nə.t͡ʃə/ | 簽字 /签字, 簽名 /签名 |
| shoe 名词 | /ˈʃu/ | 鞋子, 鞋 |
| graphic 形容词 | /ˈɡɹæfɪk/ | 圖形的 /图形的 |
| element 名词 | /ˈɛləmənt/ | 要素 |
| founder 名词 | /ˈfaʊ̯n.dəː/ | 創辦人 /创办人, 創立者 /创立者 |
| priority 名词 | /pɹaɪˈɒɹɪti/ | 優先權 /优先权, 更重要的事 |
| associate 名词 | /əˈsoʊʃi.ət/ | 同行, 同事 |
| merely 副词 | /ˈmɪəli/ | 只是, 只不過 /只不过 |
| remind 动词 | /ɹəˈmaɪnd/ | 提醒 |
| achievement 名词 | /əˈt͡ʃiːv.mənt/ | 成就, 成果 |
需要注意的发音
说话人用了 9 次缩略和弱读形式，例如 I'm, didn't, there'd。请按听到的简短形式来说。
- “sh” 和 “zh” 音: shoe /ˈʃu/, associate /əˈsoʊʃi.ət/, splash /splæʃ/, swoosh /ˈswʊʃ/, ashtray /ˈæʃ.tɹeɪ/
- 长单词——注意重音位置: priority /pɹaɪˈɒɹɪti/, associate /əˈsoʊʃi.ət/, technological /ˌtɛk.nəˈlɑ.dʒɪ.kəl/, continually /kənˈtɪnjuəli/, apparatus /ˌæp.əˈɹeɪ.təs/
中文母语者容易读错的音：
- /v/ — 不要读成 /w/，上齿轻触下唇: vessel /ˈvɛsəl/, achievement /əˈt͡ʃiːv.mənt/, overnight /əʊvə(ɹ)ˈnaɪt/, beloved /bɪˈlʌvd/, dive /daɪv/
- 词尾辅音 — 要读清楚，后面不要加元音: reflect /ɹɪˈflɛkt/, graphic /ˈɡɹæfɪk/, athletic /æθˈlɛt.ɪk/, regardless /ɹɪˈɡɑɹd.lɪs/, element /ˈɛləmənt/
- /r/ 和 /l/ 的区别: reflect /ɹɪˈflɛkt/, regardless /ɹɪˈɡɑɹd.lɪs/, airplane /ˈɛɹˌpleɪ̯n/, indirectly /ˌɪn.dɪˈɹɛk(t).li/, electorate /ɪˈlɛktəɹət/
如何用这段视频练习
- 先完整听一遍视频，不要开口，记下不认识的单词。
- 先用 0.75 倍速逐句跟读，熟练之后再回到正常速度。
- 录下自己的声音并与原声对比，特别注意 logo, designer, reflect 这类单词。
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。