【读新闻学英语】你的名字想上天吗?Nasa考虑出售火箭冠名权
2018年9月12日 15:47在太空打广告并不是前所未有的事情。
It was once the final frontier, mysterious and unknown. Now space could become yet another domain in the battle between corporates for brand recognition.
曾经的外太空是神秘而未知的领域。现在,外太空将成为另外一个被企业争夺品牌市场的领域。
frontier:边界
corporates:企业
Jim Bridenstine, Nasa's top official, has revealed that the body is considering letting companies buy the naming rights to its rockets and spaceships.He has also suggested that Nasa astronauts - officially government employees - may be allowed to appear on the side of cereal boxes.
美国国家航空航天局(Nasa)高级官员Jim Bridenstine透露,该机构正在考虑让公司购买其火箭和宇宙飞船的冠名权。他还建议让美国国家航天局的宇航员(正式的政府雇员),出现在谷物麦片盒子上。
revealed:透露
astronauts:航天员
It is part of a drive towards "commercialisation", seen by its backers as a way to bring down the costs of space exploration while boosting efficiency.However, the embrace of the private sector has created a backlash among some former astronauts, who likened the proposals to the sound of "nails on a chalkboard".
这是推动“商业化”的一部分,支持这一观点的人认为这种方法可以降低探索太空的成本,同时又提高了效率。然而,一些前宇航员反对这一做法,他们认为这种建议就像“手指甲划黑板的声音”。
commercialisation:商业化
embrace:拥抱
Bridenstine, the Nasa administrator, floated some ideas for how commercialisation could work at a meeting of the Nasa advisory council last month.He said: "Is it possible for Nasa to offset some of its costs by selling the naming rights to its spacecraft, or the naming rights to its rockets?"
Nasa局长Bridenstine上个月与Nasa咨询委员会开会时,就商业化问题提出了一些想法。他说到:“Nasa是否有可能通过出售航天器和火箭的冠名权来抵消部分成本?”
advisory:顾问
offset:抵消
He added: "I'd like to see kids growing up, instead of maybe wanting to be like a professional sports star, I'd like to see them grow up wanting to be a Nasa astronaut, or a Nasa scientist.And so how do we make that a reality?... I'd like to see, maybe one day, Nasa astronauts on the cover of a cereal box, embedded into the American culture."
他还补充说到:“我还希望看到孩子们不再把成为职业体育明星作为成长的目标,而是希望自己长大后成为Nasa的一名航天员,或者是Nasa的科学家。那么我们如何才能实现这一目标呢?我认为,也许某一天,Nasa航天员的照片会出现在麦片盒上,深入美国文化。”
instead of:取而代之
embedded:植入
Branding attempts in space are not entirely new.Pizza Hut once painted its logo on a Russian rocket in 1999, while an Israeli milk company filmed an advert on the space station Mir.
在太空打广告并不是前所未有的事情。1999年,必胜客曾把自己的商标印在了俄罗斯火箭上。一家以色列的牛奶公司也曾在和平号空间站上拍摄过广告。
attempts:企图
advert:广告