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【NewsTakeaway】廣告能否重振舊金山？當地商業團體對此下注
來源：The Wall Street Journal
難度：3.5
閱讀時間：3.5 mins
Can Advertising Revive San Francisco? A Local Business Group Bets on It
廣告能否重振舊金山？當地商業團體對此下注
By Katie Deighton
A $4 million campaign aims to bring in new business by highlighting the city’s success stories.
400萬美元的廣告，能救一座深陷困境的名城嗎?
A group of San Francisco business leaders is backing a $4 million advertising campaign to boost the city's image and economy, the latest in a patchwork of mostly public sector marketing efforts to pull it out of a downward trend.
一群舊金山的商界領袖正在支持一項耗資400萬美元的廣告宣傳活動，以提振舊金山的形象和經濟。為扭轉其下滑趨勢，舊金山各公共部部門展了一系列的行銷活動，而這次廣告宣傳是最近的一項。
"It All Starts Here" is the latest marketing campaign designed to boost the fortunes of San Francisco, a city that has lately struggled with its public image as a result of rising crime, homelessness, empty offices and a declining downtown district.
近來，舊金山出現犯罪率上升、流浪人口增多、辦公室空置及市中心衰落等問 題，城市的公眾形象因此受損。「一切從這裡開始」就是舊金山為提升城市形象而開啟的最新行銷活動。
The campaign aims to remind businesses that the city has a historic precedent for breeding financial success, said Rich Silverstein, co-founder and co-chairman of San Francisco-based advertising agency Goodby, Silverstein & Partners, which created the campaign. The campaign's flagship ad goes as far back as the invention of the railroad to convince viewers the city is the country's definitive home of innovation.
此次行銷活動是由舊金山廣告公司 GS&P（Goodby, Silverstein & Partners）發起的。其聯合創始人兼聯合主席里奇·西爾維斯坦（Rich Silverstein）表示，此次活動旨在提醒各個企業，舊金山這座城市曾在金融業創造出成功，這是有先例的。這次活動的主打廣告可以追溯到鐵路發明時期，目的是讓觀眾們相信這座城市是美國國家創新的不二之選。
Other cities and states have looked to dust off or reposition their images following the pandemic. In March the Partnership for New York City riffed on the 1977 "I Love NY" slogan to create the campaign "We Love NYC" in a move that was met with a healthy amount of New York mockery.
其他城市和各州也希望在新冠疫情之後重新拾起或重新定位自己的形象。今年3月，紐約市合作夥伴組織（the Partnership for New York City）借鑒了1977年的 「我愛紐約」口號，發起了「我們愛紐約」的活動，這一舉措遭到了當地市民不少嘲笑。
Advertising lore partially credits the original "I Love NY" campaign with helping lift New York out of its own doldrums, which in the 1970s were characterized by crime, bankruptcy and dwindling tourist numbers. Silverstein said he sees parallels with today's San Francisco.
廣告界流傳的說法是，「我愛紐約」活動一開始幫助紐約走出了低谷。當時，在20世紀70年代，紐約這個城市的特點是犯罪、破產、遊客人數銳減。西爾維斯坦說，他認為這與今天的舊金山如出一轍。
San Francisco can't advertise itself out of its issues, he said, "but what you can do is light a spark."
他還補充道，盡管舊金山無法通過廣告宣傳擺脫自身的問題，「但你可以啟發人們採取行動」。
1. revive 復甦，使復甦
The company's new marketing strategies helped revive its sales in the competitive market.
公司的新行銷策略幫助其在競爭激烈的市場中重振銷售業績。
2. bet on 打賭
He decided to bet on the underdog team for this match.
他決定在這場比賽中押注輸家球隊。
3. back 支持
I'll always back you in your endeavors, no matter what.
無論如何，我總是會支持你的努力。
4. patchwork（本文）混合體；拼接布藝
The novel is a patchwork of memories, weaving together various moments from the protagonist's life."
這部小說是記憶的綜合，將主角生活中的各種時刻巧妙地交織在一起。
5. pull it out of a downward trend 扭轉下滑趨勢
With innovative marketing, the company managed to pull its sales out of a downward trend.
通過創新的行銷，公司設法扭轉了銷售的下降趨勢。
6. fortune 財富；命運，好運
His hard work and determination finally brought him good fortune.
他的努力和決心終於為他帶來了好運。
7. precedent 先例
The court's decision set a precedent for similar cases in the future.
法院的決定為將來類似案例確立了一個先例。
8. breed（本文）培育；繁殖
The farm specializes in breeding thoroughbred horses for racing.
這個農場專門飼養純種賽馬。
9. goes as far back as 遠至......時候；追溯至......
The tradition of celebrating the harvest festival goes as far back as ancient times.
慶祝豐收的節慶傳統可追溯到古時候。
10. dust off 抖掉灰塵，重新使用
He decided to dust off his old guitar and start playing again.
他決定拂去舊吉他灰塵，再次開始彈奏。
11. riff on something 對......進行即興創作、改編
The artist decided to riff on a classic painting and create a modern interpretation.
藝術家決定對一幅經典畫作進行即興創作，創造出現代詮釋。
12. lore（流傳下來的）知識，說法
The region is rich in folklore and ancient lore passed down through generations.
這個地區擁有豐富的民間傳說和世代相傳的古老傳說。
13. doldrums 蕭條；憂鬱；無生氣
After losing his job, he fell into a state of doldrums for several months.
失業後，他陷入了幾個月的低迷狀態。
14. dwindling 逐漸減少的、變小的
Due to the ongoing drought, the water supply is dwindling rapidly.
由於持續的乾旱，水供正在迅速減少。
15. parallel（本文）n. 相似的手法、共同點; adj. 平行的
There are interesting parallels between the protagonist's life and the author's own experiences.
主角的生活與作者自己的經歷之間存在著有趣的相似之處。
16. light a spark 激發熱情，啟發行動
（to inspire, motivate, or stimulate enthusiasm, interest, or action）
Her speech at the conference lit a spark of motivation among the audience.
她在會議上的演講激發了觀眾的動力。
史嘉琳《英語思維50講》每個人的英語基本功，看課程
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