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The "1984" Ad
“1984”廣告片
In the spring of 1983, when Jobs had begun to plan for the Macintosh launch,
1983年春，喬布斯開始計劃麥金塔電腦的發布，
he asked for a commercial that was as revolutionary and astonishing as the product they had created.
他希望那部廣告片能和自己所創造的產品一樣富有革命性，令人驚奇。
"I want something that will stop people in their tracks," he said. "I want a thunderclap."
“我想要一種能讓人們當場停下來觀看的東西他說道，“我想要的是一聲驚雷。”
The task fell to the Chiat/Day advertising agency,
這個任務落在了CWat/Day廣告公司的肩上，
which had acquired the Apple account when it bought the advertising side of Regis McKenna's business.
該公司在收購了里吉斯·麥肯納的廣告業務后，拿下了蘋果公司的合同。
The person put in charge was a lanky beach bum with a bushy beard, wild hair, goofy grin, and twinkling eyes named Lee Clow,
負責這項工作的是李·克勞，他身材瘦髙，皮膚曬成了棕色，胡須濃密，頭發蓬亂，喜歡憨笑，雙眼熠熠放光，
who was the creative director of the agency's office in the Venice Beach section of Los Angeles.
他是Chiat/Day廣告公司的創意總監，辦公室就在洛杉磯威尼斯海灘。
Clow was savvy and fun, in a laid-back yet focused way, and he forged a bond with Jobs that would last three decades.
克勞經驗豐富，為人風趣，看散漫卻很專心；至今，他與喬布斯之間的合作已走過了30年。
Clow and two of his team, the copywriter Steve Hayden and the art director Brent Thomas,
當時，克勞同其兩位團隊成員--文案史蒂夫·海登和藝術總監布倫特·托馬斯，
had been toying with a tagline that played off the George Orwell novel: "Why 1984 won't be like 1984."
一直在玩味著一句反駁喬治·奧威爾小說的話：“這就是為什么1984不會變成《1984》。”
Jobs loved it, and asked them to develop it for the Macintosh launch.
喬布斯很喜歡這句話，并讓他們加以演繹，用于麥金塔電腦的發布當中。
So they put together a storyboard for a sixty-second ad that would look like a scene from a sci-fi movie.
于是，他們編寫了一個60秒廣告的故事腳本，看上去有點兒像科幻電影中的場景。
It featured a rebellious young woman outrunning the Orwellian thought police
廣告講述了一個反叛的年輕女子，從奧威爾式思想警察的追捕中逃脫，
and throwing a sledgehammer into a screen showing a mind-controlling speech by Big Brother.
當老大哥正在大屏幕上進行控制人心的講話時，她將大錘砸向屏幕。
The concept captured the zeitgeist of the personal computer revolution.
這個廣告抓住了個人電腦革命的時代精神。
Many young people, especially those in the counterculture,
許多年輕人，尤其是反主流文化人士，
had viewed computers as instruments that could be used by Orwellian governments and giant corporations to sap individuality.
認為計算機是奧威爾式政府和大企業用以消除人們個性的工具。
But by the end of the 1970s, they were also being seen as potential tools for personal empowerment.
但在20世紀70年代末，電腦也被視做能夠釋放個人能量的工具。
The ad cast Macintosh as a warrior for the latter cause
這則廣告恰恰抓住了后一種心態，將麥金塔電腦塑造成為個人自由而戰的斗士
a cool, rebellious, and heroic company that was the only thing standing in the way of the big evil corporation's plan for world domination and total mind control.
面對邪惡的大企業意欲統治世界并實行完全的精神控制，唯有蘋果這家冷靜、反叛、英勇的公司能夠阻止它。
Jobs liked that.
喬布斯喜歡這個創意。
Indeed the concept for the ad had a special resonance for him.
事實上，這則廣告的觀念與他有著特殊的共鳴。
He fancied himself a rebel,
喬布斯幻想自己是一個反叛者，
and he liked to associate himself with the values of the ragtag band of hackers and pirates he recruited to the Macintosh group.
他喜歡將自己與這種價值觀聯系起來。在打造麥金塔電腦的時候，他們還在辦公樓掛起了海盜旗。
Even though he had left the apple commune in Oregon to start the Apple corporation,
盡管喬布斯離開位于俄勒岡州的“蘋果社區”創辦了蘋果公司，
he still wanted to be viewed as a denizen of the counterculture rather than the corporate culture.
但他仍然希望別人將自己看做是一個反主流文化的人，而非大企業文化的代言人。
