評論
打印
prelude - previous The selling of prestige
銷售威望
As a prelude to the presentation,
作為演講的開場白，
Dr.Jackson talked about
杰克遜博士講述了
the prerequisites for building a prestigious reputation.
建立威信的必備條件。
Dr.Jackson, an image expert who had worked with three presidencies,
杰克遜博士是一位 曾效力于三任總統 的形象專家，
talked about the prevalent need of a society to trust their leader.
他談到一個社會普遍 需要信任其領導者，
A campaign therefore needed to put a premium
這就需要進行一場高度
on helping their candidate look good,
重視包裝候選人 的運動，
dress according to prevailing class trends
他不僅應按流行時尚 穿著打扮，
and have a presence that exuded confidence.
而且還要具有顯示 信心的風度。
Too much focus on image, however, could backfire
但過于注重形象 可能會適得其反，
and become a prescription for public opinion to fall.
成為促使民意 下滑的藥方。
As he continued, he talked about previous successes and failures.
接下來，他談到了 過去的成功和失敗。
The first failure
第一次失敗是
was when he prescribed that Ronald Reagan should look well groomed.
他囑咐羅納德.里根 應穿戴整齊，
This had resulted in the press saying he was using too many preservatives.
結果卻導致新聞界 評論說里根用了 太多的防腐劑。
It was a public relations disaster
那是場公共關系災難，
and prestige was lost that could never be recovered.
從而導致威望盡失， 水遠也無法挽回。
With the previous president, in contrast, Dr.Jackson had succeeded
相比之下，杰克遜博士 對前一位總統的建議 是成功的。
by convincing Clinton not to let his words with the public appear premeditated.
他說服克林頓不要 讓公眾覺得他所說 的一切是預先策劃的。
His relationship afterwards with the public was so good
后來，克林頓建立了 非常好的公眾關系，
that Clinton was forgiven many indiscretions.
以致人們原諒了他種 種不檢點行為，
He even survived a prevailing desire to be removed from office!
他甚至挺過了那個 普遍要求他下臺 的困難時期。
Dr.Jackson was presumably not working with the current president.
杰克遜博士可能 不會為現任總統效力。
It was presupposed by Bush
布什預先假定
that he could just be himself and let the public love or hate him.
無論公眾愛他也好 恨他也好，他 都會我行我素。
This premise worked to an extent
這一假設在 一定程度上奏效了，
and there was a degree of respect for Bush's honesty,
布什的誠實贏得了 一定程度的尊重。
but Dr.Jackson said,
但杰克遜博士說，
recent criticisms of his policy decisions were a preview of that support falling.
最近對布什政策決策 的批評就是其支持 率下降的預演。
Bush desperately needed an image consultant.
布什亟需一個形象顧問
Dr.Jackson concluded with this statement and then stepped down from the podium.
說完這句話，杰克遜 博士走下了講臺。
As President Bush stepped up ten minutes later with his hair slightly tussled,
10分鐘后，當頭發微亂 的布什總統走上講臺時
the crowd laughed silently even as they clapped politely.
人們一邊有禮貌地鼓掌 一邊悄悄地笑了。
