Package Design全文翻译

Package Design全文翻译

Primo Angeli's studio in a fashionable district of San Francisco has the look of a pop art joke. A five-foot sausage gazes at you from a wall painting. A huge granite rests on a tower of stale doughnuts. I wonder how the doughnuts bear up. Angeli explains: The rock is not granite but papier-maché.

普莱默.安吉列的工作室位于圣弗朗斯斯科一个时尚的街区里, 它看起来就像一件流行艺术的作品。墙上的一幅喷涂画面上是一个五英尺的香肠正盯着你看。一块巨大的花岗石被安放在由陈腐的炸面圈垒起的宝塔上。我疑惑这炸面圈怎么支撑得住花岗石。安吉列解释说：“这块石头不是真正的花岗石而是一块制型纸板。

Like so many things in this place, doughnut tower is mostly metaphor, not so much a work of art as the idea of one'>the doughnut tower is mostly metaphor, not so much a work of art as the idea of one. On the walls behind us are samples of Angeli's creations and those of his staff m row upon row of empty boxes, bottles, cartons and tins.

像在这个地方的许多东西一样，这个炸面圈的宝塔通常是个象征而已。它不是我们常想的那种艺术作品的样子。在我们后面的墙上，是安吉列他的员工的作品和那些材料——一排排的空盒子、瓶子、纸板盒和易拉罐。

"There is a relationship between consumers and packages," Angeli declares. Packages are sometimes called "silent salesmen," but what they really do is seduce. They transform ordinary things -- like soap or hair spray or baby powder or muffin mix -- into objects of desire. They make us hungry for things we don't need, even for things we don't want.

“顾客和包装之间有一种关系”，安吉列说，包装有时被称作“沉默的推销员。”但它们真正所做的是引诱。它们把肥皂、发胶、婴儿爽身粉、松饼等普通的东西转变成人们渴望的东西。它们使我们想买我们并不需要，甚至并不想要的东西。 In the eight seconds or so that it takes to choose a laundry detergent or frozen pizza, the package must scream or whine or purr or whisper its message of good taste or cheapness or strength or luxury loud and clear enough to grab our interest, No wonder, then, that designing, producing and marketing packages has grown into such an enterprise, a business of equal parts art and artifice, science and deception.

很快包装就可以使人选择一袋洗涤剂或者一份冻比萨，包装袋一定会尖叫或低语或哀求或威胁或喃喃低语以传达这种产品的美味，价廉，优点和华贵的感觉，清晰明了地吸引我们的注意力。难怪，在设计、生产和市场推销中，包装领域成蓬勃发展，彼此的关系已经类似艺术和骗局、科学与欺骗。

To truly grasp the impact of packaging, one might first consider a world without it. Imagine an entire supermarket filled with similar items: toothpaste in sterile white tubes, breakfast cereal in wax paper sacks. The goods in this store may be equal to or

even better than goods elsewhere, the prices competitive, the sales clerks sharp. Yet its success among retailers today would be unlikely.

要真正掌握包装的作用，首先设想一下没有包装的世界会是一个什么样子。设想整个的超市里面装满了相似的品目：白色无菌的牙膏，用蜡纸包装的早餐麦片等等。这个店里的商品也许和其它地方的商品一样好甚至还要好过别的商家，价格有竞争力，售货员也敏锐，在现今零售店里它的成功是不可能的。

Market researcher Davis Masten says that the challenge of packaging is to create an identity to which the buyer aspires, not to reflect the buyer' s true identity. When Primo Angeli designed packaging for an Italian coffee imported to the United States, for instance, he didn't put frumpy-looking Americans in bathrobes on the label. True, Americans drink an awful lot of coffee in ratty bathrobes, but why rub it in? Angeli's label pictures an elegant Italian couple fully dressed in flowing white and sitting cheek-to-cheek in a romantic terra-cotta setting.

市场调查员戴温斯．马森说一个成功的包装是能够创造一个购买者向往的理想意象，渴求真正与自己有关。比如，当普莱默.安吉列为从意大利进品销往美国的咖啡设计包装的时候，他就不会把穿着邋遢浴袍的美国有形象印在标签上，而美国人确实穿着破旧的浴衣喝大量的咖啡，但是为什么要把这种窘境画在咖啡的包装上呢？所以，在Ageli设计的标签上描述的是一对优雅而身着白色外套的夫妇面对面坐在古典而浪漫的环境下的景象。

Masten has been involved in many studies that prove that a product will actually taste different or be more effective because of the motivating force of the package. Packaging can motivate people to buy just about anything. Liquid laundry detergent, for example, was at first a hard sell. But when manufacturers put it into easy-pour containers with a built-in spout and a cap that doubles as a measuring cup, the stuff flew off the shelves. That's because the package gave the product what business folk call "added value" -- it seemed to lighten the load of laundry day.

Matlen已经做了许多研究都证明：由于包装的刺激力量，一种产品将会表现得更有效和与众不同。包装能够刺激人们任何的购买欲。举个例子来说：液体洗衣剂在一开始的时候是很难卖出的商品，但是当生产商把它装进一种容易倒出并且连着一个喷嘴和盖子而且可以被用作量杯的容器的时候，它立刻被顾客一抡而空。这就是那些生意人常说的包装带给产品的“额外价值”，似乎这减轻了今天洗液的负担。

Most designers regard color as perhaps the most important element of a package. It is said that people react to color emotionally rather than intellectually, and that this gives color subliminal power. It' s no secret that red is a standout, and mass marketers love it-- everything from cereal to shaving cream to cola comes dressed in red. Blue, with its link to water, sky and royalty, can be either bold or soothing, depending on its tone, and is rarely used for food other than seafood.

许多设计师认为颜色也许是包装最重要的元素。据说人们对颜色的反映感情多于理性，这就给了颜色潜意识的力量。勿庸置疑，红色是突出的一个，众多买

卖人热衷于它——每件商品从食品到剃须刀再到可乐，都用红色包装。蓝色，由于它使人联想起水、天、尊贵，可以是勇敢或令人欣慰的，决定于它的色度，所以不太用食物（包装）除了海洋食品。

Yellow, when golden, connotes quality, but in its more garish shades evokes the cut-rate, not always an undesirable effect. Kids like primary colors, while the affluent often prefer muted earth tones and black.

黄色，当是金黄色时，意味着品质，但是在它的更骇目的色彩中，带来的却是削价，而并不经常是一种不合意的作用。小孩子喜欢基本的颜色，而成年人经常更喜欢暗淡的土黄色调或黑色。

But a quick rummage through one's cupboards reveals that these color "rules" were made to be broken: Peanut butter decked out in blue or an expensive watch in a yellow box is not unheard of.

但是通过对一个橱柜迅速的搜寻过程，说明这些颜色规定被打破了；花生黄油包装成蓝色或是一种昂贵的手表装进一个黄色的盒子也并非没听说过。

For some, packaging is everything. "If, as the industry says, 'the package is the product,' why not turn things around?" asks Angeli? "When you look at a beautiful car, do you think of the engine? When you look at a wonderful piece of clothing, do you wonder about the material? When you first look at a beautiful package, you're not really thinking about what's inside. Creating a dream, an image, that is what packaging is all about." And for some, maybe for many, the dream is enough.

对于一些人来说，包装就是一切，安吉列说道：“如果正如包装行业所说的那样，包装就是产品，那么我们为何不去换个角度想一下呢？”当你看到一辆漂亮的车，你会想它的发动机吗？当你看到一块极好的布，你会想它的面料吗？当你第一眼看一个漂亮的包装时内外没有真正的想它的里面是什么，创造梦想，创造想象，这就是包装的所在，对于一些人或许是许多人梦想已经足够了。

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第一章汽车总论 1)Today’s average car contains more than 15,000 separate, individual parts that must work together. These parts can be grouped into four major categories: body, engine, chassis and electrical equipment 。P1 现在的车辆一般都由15000多个分散、独立且相互配合的零部件组成。这些零部件主要分为四类：车身、发动机、底盘和电气设备。 2)The engine acts as the power unit. The internal combustion engine is most common: this obtains its power by burning a liquid fuel inside the engine cylinder. There are two types of engine: gasoline (also called a spark-ignition engine) and diesel (also called a compression-ignition engine). Both engines are called heat engines; the burning fuel generates heat which causes the gas inside the cylinder to increase its pressure and supply power to rotate a shaft connected to the power train. P3 发动机作为动力设备，常见的类型是内燃机，其原理是通过发动机缸内的液体燃料燃烧而产生能量。发动机可分为两类：汽油机（点燃式）和柴油机（压燃式），都属于热力发动机。燃料燃烧产生热量使缸内气压上升，产生的能量驱动轴旋转，并传递给动力传动系。 第二章内燃机 1)Power train system: conveys the drive to the wheels 2)Steering system: controls the direction of movement 3)Suspension system: absorbs the road shocks 4)Braking system: slows down the vehicle P4 传动系把发动机输出的扭矩传递给驱动轮。传动系包括离合器（对应机械变速器）或液力变矩器（对应液力自动变速器）、变速器、驱动轴、主减速器、差速器和驱动桥。 5)Drum brakes have a drum attached to the wheel hub, and braking occurs by means of brake shoes expanding against the inside of the drum. With disc brakes, a disc attached to the wheel hub is clenched between two brake pads. P6 鼓式制动器的制动鼓和轮毂连接，制动蹄张开压紧制动鼓内侧从而产生制动。在盘式制动器上，连着轮毂的制动盘被紧紧夹在两个制动块之间。 1)Linking the piston by a connecting rod to a crankshaft causes the gas to rotate the shaft through half a turn.The power stroke"uses up"the gas,so means must be provided to expel the burnt gas and recharge the cylinder with a fresh petrol-air mixture:this control of gas movement is the duty of the valves;An inlet valve allows the mixture to enter at the right time and an exhaust valve lets out the burnt gas after the gas has done its job . P10 活塞通过连杆和曲轴连接，使得气体带动曲轴旋转半圈。作功冲程耗尽了所有的气体，这样就必须采取相应的措施排出废气并且向气缸内充入新的可燃混合气：气体的运动由气门来控制。进气门使可燃混合气在恰当的时刻进入气缸，排气门使燃烧后的废气排出气缸。 2)The spark-ignition engine is an internal-combustion engine with externally supplied in ignition,which converts the energy cntained in the fuel to kinetic energy.The cycle of operations is spread over four piston strokes. To complete the full cycle it takes two revolutions of the crankshaft. P11 火花点火式发动机是由外部提供点火的内燃机，从而将含在燃料内的能量转化成动能。发动机的一个工作循环分布在活塞的四个行程中，一个完整的工作循环曲轴需要转动两圈。 3)The oil pump in the lubricating system draws oil from the oil pan and sends it to all working parts in the engine. The oil drains off and runs down into the pan. Thus,there is constant circulation of oil between the pan and the working parts of the engine. P15

学位英语作文(带中文翻译)

My View on E-mail Electronic mail, or E-mail for short, is a new way of communication by means of computers. Fast, cheap and convenient, E-mail is so popular that it has become an indispensable means of communication. Millions of computers all over the world have been connected to form a global network, namely the Internet. You can send and receive by E-mail documents, letters and papers to anyone in other countries in no time. By using E-mail you can also store, delete, compile information. In a word, E-mail helps you overcome spatial and time limitations in communication. With the rapidly growing popularity of computers and the expansion of information highway, E-mail is expected to play a more and more important role in our lives. 我对于电子邮件的看法 电子邮件简称电邮, 是通过电脑来交流的一种新的方式. 它快速、便宜、方便、电子邮件 如此的流行以致于它已经变成了一种必不可少的交流方式. 全世界成百上千万的电脑连在一起形成了一个全球网络称做互联网. 你可以在很短时间 内把文件、信、论文通过电子邮件发给其他国家的任何一个人. 通过使用电子邮件你还可以贮存、删除和归类信息. 总之电子邮件可以帮助你克服交流上的空间和时间的限制. 随着计算机的迅速普及以及信息高速公路的扩展, 电子邮件一定会在我们的生活当中扮 演越来越重要的角色. The Disadvantage of Living in a City Tired of the city life, some city-dwellers opt for city suburbs as their residence. They are flocking there to avoid people-in the city, wherever you look, it’s people, people, people. It’s not strange for them complain about the living conditions in the city. It takes ages for a bus to get to you because the traffic on the roads has virtually come to a standstill. The subways which leave or arrive every few minutes are packed : an endless procession of human sardine tins. All the simple, good things of life like sunshine and fresh air are at a premium. Tall buildings blot out the sun. The flow of traffic goes on continuously and the noise never stops. Decades of years ago, people were crazy about crowding into the city. Now more and more people believe that only a madman would choose to live in a large modern city. 居住在城市的弊端 因为对城市生活感到厌倦. 一些住在城里面的人都渴望搬到郊区居住. 他们涌向那儿目的 是为了避开人群. 因为在城里无论你往哪儿看到处都是人. 人们抱怨城里面的居住条件是不奇怪, 由于马路上的交通几乎停滞, 公共汽车似乎要过几 年才能到达你身边. 几分钟一班的地铁装满了人. 无休止的人排队买沙丁鱼罐头. 所有简单好 的东西象阳光、新鲜的空气都成了一种奢求. 高大的建筑挡住了阳光, 交通川流不息, 噪声从不 停止. 几十年前人们疯狂的涌入城市, 现在越来越多的人认为只有疯子才会居住在现代大都市里.

报任安书原文及翻译

司马迁《报任安书》原文及翻译 原文： 太史公牛马走，司马迁再拜言少卿足下：曩者辱赐书，教以顺于接物、推贤进士为务。意气勤勤恳恳，若望仆不相师，而用流俗人之言。仆非敢如此也。仆虽罢驽，亦尝侧闻长者遗风矣。顾自以为身残处秽，动而见尤，欲益反损，是以独抑郁而与谁语。谚曰：“谁为为之？孰令听之？”盖钟子期死，伯牙终身不复鼓琴。何则？士为知己者用，女为悦己者容。若仆大质已亏缺矣，虽才怀随和，行若由夷，终不可以为荣，适足以发笑而自点耳。书辞宜答，会东从上来，又迫贱事，相见日浅，卒卒无须臾之间，得竭至意。今少卿抱不测之罪，涉旬月，迫季冬，仆又薄从上雍，恐卒然不可为讳，是仆终已不得舒愤懑以晓左右，则长逝者魂魄私恨无穷。请略陈固陋。阙然久不报，幸勿为过！ 仆闻之：修身者，智之符也；爱施者，仁之端也；取予者，义之表也；耻辱者，勇之决也；立名者，行之极也。士有此五者，然后可以托于世，而列于君子之林矣。故祸莫憯于欲利，悲莫痛于伤心，行莫丑于辱先，诟莫大于宫刑。刑余之人，无所比数，非一世也，所从来远矣。昔卫灵公与雍渠同载，孔子适陈；商鞅因景监见，赵良寒心；同子参乘，袁丝变色：自古而耻之。夫以中材之人，事有关于宦竖，莫不伤气，而况于慷慨之士乎？如今朝庭虽乏人，奈何令刀锯之余，荐天下之豪俊哉？仆赖先人绪业，得待罪辇毂下，二十余年矣。所以自惟：上之不能纳忠效信，有

奇策才力之誉，自结明主；次之又不能拾遗补阙，招贤进能，显岩穴之士；外之又不能备行伍，攻城野战，有斩将搴旗之功，下之不能累日积劳，取尊官厚禄，以为宗族交游光宠。四者无一遂，苟合取容，无所短长之效，可见于此矣。乡者仆常厕下大夫之列，陪外廷末议，不以此时引维纲，尽思虑，今已亏形为扫除之隶，在闒茸之中，乃欲仰首伸眉，论列是非，不亦轻朝廷、羞当世之士邪？嗟乎！嗟乎！如仆尚何言哉！尚何言哉！ 且事本末未易明也。仆少负不羁之材，长无乡曲之誉。主上幸以先人之故，使得奏薄伎，出入周卫之中。仆以为戴盆何以望天，故绝宾客之知，亡室家之业，日夜思竭其不肖之才力，务一心营职，以求亲媚于主上。而事乃有大谬不然者。夫仆与李陵俱居门下，素非能相善也。趣舍异路，未尝衔盃酒，接殷勤之余欢。然仆观其为人，自守奇士：事亲孝，与士信，临财廉，取予义，分别有让，恭俭下人，常思奋不顾身，以徇国家之急。其素所蓄积也，仆以为有国士之风。夫人臣出万死不顾一生之计，赴公家之难，斯以奇矣。今举事一不当，而全躯保妻子之臣，随而媒孽其短，仆诚私心痛之。且李陵提步卒不满五千，深践戎马之地，足历王庭，垂饵虎口，横挑强胡，仰亿万之师，与单于连战十有余日，所杀过当，虏救死扶伤不给。旃裘之君长咸震怖，乃悉征其左右贤王，举引弓之民，一国共攻而围之。转斗千里，矢尽道穷，救兵不至，士卒死伤如积，然陵一呼劳军，士无不起躬自流涕，沫血饮泣，更张空弮，冒白刃，北向争死敌者。

学位英语翻译

18世纪末，英国迅速成为世界的工厂。At the end of the 18th century, Britain became the world’s factory quickly. 到18世纪末，英国正迅速成为世界的工厂。 By the end of the 18th century England was fast becoming the workshop of the world. 在十八世纪末，英国迅速成为世界的工厂。Britain quickly became the world’s fac tory at the end of the 18th century. Bbb 1.不幸的是，他们也推广快餐，快餐很容易融入繁忙的生活方式中。 Unfortunately, they also promote fast food which fits easily into busy lifestyles. Ccc 1.除非他做错事，否则不会受到批评。Unless he does something wrong, or he will not be criticized. 2.从他的语音说明他是外国人。His accent tells that he’s a foreigner . 3.沉甸甸的果实压弯了树枝。The fruits were so heavy that they bent the branches. 4.村里的每个人都喜欢他，因为他对人很友好。Everyone in the village liked him because he was very friendly people. 5.成为多余而被解雇是工作着的人当今不得不面临的最大问题。 Redundancy is the biggest problem the working man has to face today. 6.超市设法去满足家庭主妇的每一个需求，那样，她们在超市购物后就不需去其它商店了。 The supermarket tries to meet the housewife’s every need so that when she leaves, she’ll shop nowhere else. 7.长期以来，人口众多的利弊一直是经济学家们讨论的话题。 The advantages and disadvantages of a large population have long been a subject of discussion among economists. Ddd 1.到了明年7月，我在这里读书将已三年了。By July of next year I shall have studied here for three years. 2.当他工作时，没有什么事件能打扰他。Nothing can interrupt him when he is working. 3.当你在学校附近，尽管周围没有小孩，你也必须减慢你的速度。 When you are near the school, you must slow down, even though there is no child around. 4.到他来的时候，我们已经等了他两个小时了。We had been waiting for him for two hours by the time he came. 5.但是，在某种程度上，简短的回答并不意味着美国人不礼貌或不友好。 But brief replies do not mean Americans are impolite or unfriendly to some extent. 6.大气中的气体、水、岩石都是无机物中最普通的实例。 The most common samples of inorganic materials are the gases of the atmosphere, water, rocks, etc. 7.对于年轻人来说，培养独立思考的能力很重要。 To young people, it is very important to develop the ability to think on their own. Fff 1.飞船进入大气层会全速燃烧直至完全消失 A spaceship entering the earth's atmosphere at full speed would burn up completely and disappear. 2.凡是总是由难而易。All things are difficult before they are easy. Ggg 1.各种材料的磁性有很大的不同。Various substances differ widely in their magnetic characteristics. Hhh 1.毫无疑问的是，所有的电视节目都应该是教育。 There is no doubt that all television programs should be educational. 2.毫无疑问要钻这么深的一个孔，他们必须解决许多复杂的问题； Undoubtedly, they should cope with lots of complicated problems in order to dig so deep a hole. 3.很多人对计算机的敌对情绪缘于担心计算机的印入会导致他们失业。 Much unfriendly feeling towards computers has been based on the fear of widespread unemployment resulting from their introduction. 4.和收入较低、文化程度不高的女性相比，家庭收入更高、教育程度更高的女性中吸烟者更多。 There are slightly more smokers among women with higher family incomes and higher education than among the lower income and lower educational groups. Jjj 1.假如你昨天到达，你就能见到她。If you had arrived yesterday, you could have seen her. 或者You would have seen her if you arrived yesterday. 2.JANE为自己的城市自豪，当她当游客参观时从不感到厌烦。

报任安书重点词句解释翻译

报任安书司马迁 太史公牛马走司马迁再拜言。少卿足下：曩．（从前,过去）者辱赐书，教以慎于接物 ．．（情意）．．（与他人交往），推贤进士为务．（责任）。意气 勤勤恳恳，若望．（怨恨）仆不相师 ．．（不效法），而用流俗人之言。仆非敢 如是也。请略陈固陋 ．．（时间隔了很久）久不报．．．（固塞鄙陋的意见）。阙然 （回复），幸勿为过．（责备）。 夫人情 ．．（本性）莫不贪生恶死，念亲戚，顾妻子；至激于义理者不然，乃有所不得已也。【译】至于为正义和真理所激奋的人,就不是这样,那是因为他们有不得不如此的缘故。今仆不幸，早失父母，无兄弟之亲，独身孤立，少卿 视仆于妻子何如哉？且勇者不必 ．．（不一定）死节，怯夫慕义，何处不勉焉！ 仆虽怯懦，欲苟活，亦颇识去就 ．．（舍生就义）之分．（分寸，道理）矣， 何至自沉溺 ．．（陷入）缧绁之辱哉！且夫臧获婢妾，犹能引决，况仆之不得已乎？所以隐忍苟活，幽于粪土之中而不辞者，恨私心有所不尽，鄙陋没世而文采不表于后也。【译】我克制忍耐苟且偷生,情愿被囚禁在粪土一般的牢狱之中的原因,是痛惜自己的志愿尚未完全实现,平平庸庸地死了,文采不能在后代显露。 古者富贵而名摩．（通“磨”）灭，不可胜记，唯倜傥非常 ．．（不同寻常）之人称．（扬名）焉。盖文王拘而演．（推演）《周易》；仲尼厄而作《春秋》；屈原放逐，乃赋．（铺叙，创作）《离骚》；左丘失明，厥．（才）有《国语》；孙子膑．（指古代一种剔掉膝盖骨的酷刑）脚，《兵法》修列；不韦迁蜀，世传 《吕览》；韩非囚秦，《说难》、《孤愤》；《诗》三百篇，大底 ．．（大抵，大概，表示总结情况）圣贤发愤之所为作也。此人皆意有所郁结，不得通其道，故述往事，思来者。【译】这些人都是心中抑郁不畅快，不能实现自己的主张，所以记述以往的事情，想让后世的人了解自己的思想。乃如左丘无目，孙子断足，终不可用，退而论书策，以舒．（抒发）其愤，思垂．（流传）空文以自见．（通“现”，表现）。 仆窃不逊，近自托．（借助）于无能之辞，网罗 ．．（招罗搜集）天下放失．（通“佚”，散失）旧闻，略考其行事，综其终始，稽．（考察，考订）其成败兴坏之纪．（历史记录）。上计轩辕，下至于兹，为十表，本纪十二，书八章，世家三十，列传七十，凡百三十篇。亦欲以究天人之际，通古今之变，成一家之言。【译】也想借此探究自然现象与政治社会的关系，通晓历史的变革，成就自己的一家之说。草创未就，会遭此祸，惜其不成，是以就极刑而无愠色。【译】

汽车专业英语翻译

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