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2018年12月10日 16:38:02 | 作者:飞度咨询咨询页 | 来源:新华社
The good news: Yahoo clearly has not spent a cent devising “Altaba”, the new name for the investment company that will be left after the operating business is sold to Verizon. The bankers’ working title of “RemainCo” is hardly less exciting.在将主营业务出售给Verizon公司后,雅虎(Yahoo)剩下的投资公司将更名为“Altaba”。好消息是:雅虎在设计Altaba的公司名时显然没花一分钱。该公司之前的暂定名称“RemainCo”令人兴奋的程度一点也不逊色。Further good news: the people who came up with what seems to be a combination of “alternative” and “Alibaba” (Yahoo’s stake in which is its most valuable asset) did not decide to call the new company “Alibernative”.更大的好消息是:想出这个貌似是“alternative”(替代物)与“Alibaba”(雅虎持有的阿里巴巴股份是其最有价值的资产)结合体的名称的人,没有决定给新公司取名为“Alibernative”。The bad news: one underwhelming naming ceremony does not signal an end to wilder rebrandings.坏消息是:一场平淡无奇的命名仪式并不意味着更疯狂的重命名的结束。Fuelled by the never-ending cycle of mergers and demergers, inventing new names is an annuity business for brand gurus and a dependable source of nonsensical justifications from the marketing department.在企业合并、分拆的无休止循环的推动下,发明新名称成了品牌大师们的一项赚取年金的业务,而企业营销部门对于新名称如何高妙会给出层出不穷的荒谬解释。I thought this sector had reached a low point in 2014, when PwC rebranded Booz amp; Company, the consultancy it had bought, as Strategyamp;. But the past year has seen the birth of Conduent, which sounds more like an intimate skin balm than the business process services group that was part of Xerox. Arconic, which makes multi-material products for aerospace groups and carmakers and emerged from Alcoa, could be an old-fashioned cocktail mixer. In fact, according to the group, the A stands for Alcoa, the “arc” for the “arc of progress”, and the “conic” alludes to the iconic products the company produces.我以为这一行业在2014年进入了低潮期,当时,普华永道(PwC)将其收购的咨询公司斯(Booz amp; Company)更名为Strategyamp;。但过去一年还诞生了一家名为Conduent的公司,听起来更像一款私密的护肤膏,而非施乐(Xerox)旗下的业务流程务集团。Arconic是一家分拆自美国铝业(Alcoa)并为航空航天集团和汽车制造商提供多材料产品的公司,其名称听起来更像一种老式鸡尾酒混合器。实际上,按该集团的说法,A代表美国铝业,“arc”代表“进步弧线”,而“conic”暗指该公司生产的标志性产品。Whatever. History suggests that if a company is successful, people do get used to its new handle, however outlandish it seems at first (think of Accenture or Diageo, at first ribbed for their portmanteau brands).随便怎么说。历史经验表明,只要企业取得成功,人们就会习惯于它的新名称,无论这个名字起初听起来多么古怪——想一想当初因使用合成词作为品牌名称而遭调侃的Accenture(埃森哲)或Diageo(帝亚吉欧)。The people I usually pity in rebranding exercises are the front-line employees. They suffer the indignity of having to explain themselves — and their new name — long after the marketing department has packed away the jargon and the branded freebies. For instance, I can only imagine the pain of staff at “Everything Everywhere” before that 2010 telecoms joint venture was renamed EE.在公司品牌重塑的过程中,我通常比较同情的是一线员工。在营销部门将宣传行话和印着品牌名称的免费赠品收起来很久以后,他们还不得不费力向别人解释自己及公司的新名称。例如,我可以想象合资电信公司Everything Everywhere的员工在2010年公司更名为EE后的痛苦。Yahoo looked an odd brand at first — though co-founders Jerry Yang and David Filo’s original name “Jerry’s Guide to the World Wide Web” was never going to last. Still, the brand was enough to energise its early hires. According to Karen Angel’s book Inside Yahoo!, published in 2002, the group’s first head of marketing even replanted her garden to bloom in Yahoo’s purple and yellow colours.雅虎起初听起来也有些怪异——虽然公司创始人杨致远(Jerry Yang)和戴维?费罗(David Filo)最初选择的公司名“Jerry#39;s Guide to the World Wide Web”(杰瑞的万维网指南)注定不会长久。不过,这一品牌足以激励公司早期的员工。据凯伦?安吉尔(Karen Angel) 2002年出版的《雅虎内幕》(Inside Yahoo!)一书描述,该集团首任营销主管甚至在自家花园中改种了象征雅虎紫色和黄色的花。Those flowers have long since wilted. Now, my sympathies are with the staff who will continue to work at the operating businesses, under the unchanged Yahoo banner, rather than the few who will run Altaba. As the once-mighty internet group’s reputation suffers slow death by a billion data breaches, a rebrand, however dull or wacky, would probably come as a merciful relief to Yahoo’s job-seeking employees.那些花早已凋零。现在,我开始同情那些顶着雅虎旧名继续从事主营业务的员工,而不是少数将运营Altaba的员工。随着这家曾盛极一时的互联网集团因10亿用户数据外泄而声誉渐毁,新名称——不管多么乏味或古怪——对于雅虎忙着找新工作的员工来说或许是仁慈的解脱。 /201701/488238Nokia is going to bring back the historic 3310 in the biggest tech comeback of all time. A homage to the Finnish giant#39;s classic feature phone will reportedly be released later this month when HMD unveils its new range of Nokia branded devices at Mobile World Congress.诺基亚传奇3310手机将在芬兰巨头诺基亚大举卷土重来之际重出江湖。据报道这款经典手机将在本月的世界移动通信大会上重新发布,届时诺基亚手机制造商HMD公司还将推出一系列诺基亚新款设备。The Nokia 3310, which was first released in 2000, was beloved for a days-long battery life, ability to withstand great falls, and the classic game Snake.诺基亚3310手机首次发布是在2000年,当时该手机因为电池能待机数天、超强的抗摔能力和经典的贪吃蛇游戏而备受喜爱。The nostalgia-inducing phone, which hasn’t been available for some years, will probably get a refresh, although it is not entirely clear how modernised it will be.这款引发怀旧情绪的老手机在数年前就已经买不到了,此番重新上市很可能会升级,不过目前还不清楚会变得多“现代”。 /201702/492430

Film Review: Red CliffBottom line: A formidable prelude to an epic battle with resplendent effects and action spectacles.July 11, 2008By Maggie LeeHONG KONG -- As the first film to re-create the 208 A.D. Battle of Chibi, the most famous military feat in Chinese history, John Woo's "Red Cliff" is a Pan-Asian project with the word "monumental" written all over it. The 140-minute first half that opened across major Asian territories is only a prelude that provides the beams and columns for the narrative framework, but with a few decisive and spot-on action spectacles, it sufficiently kindles expectations for the climactic clash in upcoming Part 2. The Western version will be a shorter, condensed one.Costing million and years in the making, "Red Cliff" is the most expensive Chinese-language picture ever mounted. Its investors likely are to recoup most of it from the Asian market, where the story has infiltrated school curriculum, computer games and manga.Although this is hailed as Woo's "homecoming" after his Hollywood tenure, hardcore disciples of his Hong Kong oeuvre will be straining hard to find the all-stops-out passion and sinewy machismo that ignited his bullet ballets such as "A Better Tomorrow" or "The Killer." Such signature themes as male bonding and David-and-Goliath face-offs still drive the action, but the functional script has dismantled much of the original story's dramatic intricacies and character complexities, then reassembled it into a easy-to-follow three-act structure.The epic opens with ambitious Prime Minister Cao Cao (Zhang Fengyi) browbeating the emperor of Han into authorizing a campaign to crush his enemies, Liu Bei and Sun Quan (Chang Chen) in their southern strongholds. In the first big action scene, most reminiscent of Woo's earlier SFX-free brute heroics, Gen. Zhao Yun (Hu Jun) single-handedly battles whole armies to save Liu's infant son.The middle act replaces action with character interaction, focusing on Liu's strategist Zhu-ge Liang (Takeshi Kaneshiro) persuasion of Sun Qun to ally with Liu and his elaborately built-up meeting with Sun's viceroy, Zhou Yu (Tony Leung). The men's chemistry flickers but does not sparkle. Most of this section, notwithstanding a gratuitous sex scene plus some comic capers, lacks a gripping atmosphere. The modernized dialogue is accessible but lacks eloquence and gravity.A change of tone and tempo at 105 minutes into the film brings a welcome catharsis with a 20-minute extended battle sequence that has the speed and grandeur of Akira Kurosawa's samurai classics. As the troops of Liu and Sun unite in a strategic formation against Cao's 200,000 cavalry assault, masterfully varied cinematography captures an astounding array of military pageantry, martial arts sequences and ancient weaponry that could be a war game geek's wet dream.With an ensemble of key figures to introduce, the main roles physically look the part but still need to warm up to each other. The pivotal Zhu-ge and Zhou have been apocryphally depicted as rivals, but Woo's decision to follow history and turn them into potential soul mates weakens dramatic power. More of a romantic, melancholy heartthrob, Leung has the acting chops but not the physique or the commanding presence of a martial hero that would be the equivalent of Charlton Heston or Toshio Mifune.Eschewing the ornate Orientalism of "Crouching Tiger, Hidden Dragon" and "Curse of the Golden Flower," production and costume designer Tim Yip goes for historical accuracy and creates a period look that is imperious and dignified.影评:《赤壁》概要:一部令人敬畏的史诗般的战斗前奏曲。效果灿烂夺目,打斗场面壮观。2008年7月11日作者:Maggie LeeFrom The Hollywood Reporter摘自:《好莱坞报道》作为重现公元208年赤壁之战——中国历史上最有名的军事壮举——的首部力作,吴宇森拍摄的电影《赤壁》是一个泛亚工程项目,足以用“丰碑” 一词加以形容。在亚洲一些主要地区上映的《赤壁Ⅰ》,时间长达140分钟,只是为故事框架填梁加柱的前奏戏,但上集所展现出的一些重要的和精妙的壮观打斗场景,足以激起观众对即将袭来的《赤壁II》中的巅峰对决寄予厚望。不过,在西方国家上演的版本将会相对较短和简洁。耗资8000万美元和制作历经数年的《赤壁》是有史以来最为昂贵的华语电影。影片投资者可能将要从亚洲市场获取大部分票房收入。因为在亚洲,赤壁之战的故事早已被编写到学校课程、电脑游戏及连环漫画之中。尽管《赤壁》被誉为吴宇森在好莱坞发展后的“归家之作”后,但对其香港作品崇拜的坚定追随者正不遗余力地挖掘自身的热血豪情和盛气凌人的男子气概,诚如《英雄本色》或《喋血双雄》中的子弹芭蕾。吴宇森的招牌风格,诸如兄弟情意和以弱胜强的对抗仍在影片中占有主导地位,但为实用而编写的剧本对原故事大部分戏剧性的错综复杂的情节和人物角色多变难控的关系有所改动,重新改编成易于遵循的三幕剧结构。影片以野心勃勃的丞相曹操(张丰毅饰)挟天之以令诸侯,镇压割据南方的宿敌刘备和孙权(张震饰)为开始。在第一幕打斗现场,大将赵云(胡军饰)孤身百万军中夺阿斗。此幕最易令人想起吴宇森早期作品中不采用特技的豪壮行为。影片中场则是以个性的作用取代了动作打斗,侧重点放在刘备的军师诸葛亮(金城武饰)说孙权同刘结盟,及其同孙权的大都督周瑜(梁朝伟饰)精心设计的联盟会面。两人惺惺相惜,但却英雄气短。尽管无缘无故地增加些性爱片段和幽默的恶作剧,但本节大多情节缺乏一种吸引住人的气氛。适应现代需要的对白方便观众理解,但气吞山河的雄辩和浩然正气的严肃元素却荡然无存。在剧情上演到第105分钟时,出现一段具有黑泽明武士经典之作中速度和气魄的战争场景,时间持续长达20分钟。语调和节奏上的改变给观众带来一种颇受欢迎的宣泄。在孙刘形成战略结盟,对抗曹操全副武装的20万大军时,各式各样的摄影片段极为专业地捕捉到数副令人震撼的壮丽的战争场面,以及武术镜头和古代兵器,而这或许正是一个战争游戏迷所梦寐以求的。随着一系列关键人物出场,主角虽然短暂相互会见,但仍需一段磨合期。关键人物瑜亮曾被虚构为敌手,但吴宇森尊重历史令两位私下成为知音的编写削弱了戏剧性效果。颇为浪漫而又忧郁柔情的梁朝伟有打斗戏份,但其缺乏类似于查尔顿#8226;赫斯顿(Charlton Heston)或三船敏郎(Toshir Mifune)等武术英雄的体格或威严。制作兼装设计的叶锦添追求历史的精准性,成功避开了《卧虎藏龙》和《满城尽带黄金甲》所表现的装饰华丽的东方主义,并展现出一个专横跋扈和庄严文雅的时代面貌。 /200807/45059

A new report has revealed that Apple plans to launch three handsets this year - two will be updates of the iPhone 7 family and the third is the 10th-anniversary handset -- iPhone 8.一份最新报告显示,苹果公司计划今年推出3部手机--其中两部将是iPhone 7系列最新版本,而另外一部则是iPhone 10周年纪念手机--iPhone 8。It is believed that the iPhone 8 will boast a massive 5.8-inch OLED display, but with smaller top and bottom bezels in order to shrink the size of the device.据悉,iPhone 8会配备一个巨大的、5.8英寸的OLED屏幕,但是为了缩小手机尺寸,iPhone 8顶部和底部的边框会变窄。Although the smartphone will have the largest display of any iPhone, rumors have suggested that it will also be the most expensive.iPhone 8不但会成为有史以来屏幕最大的iPhone,有小道消息称,这款手机的价格也将会是最贵的。The new report comes from Nikkei Asian Review, which has revealed the upcoming iPhone will launch in three variants.据《日经亚洲》发布的这份报告显示,即将发售的iPhone 8将有3种版本。Two are set to have liquid crystal displays and the other will be designed with a 5.8-inch organic light-emitting diode (OLED) screen.其中两款为液晶显示屏,另外一款搭载的是5.8英寸的OLED屏。Earlier reports have suggested that the two other smartphones, known as the iPhone 7s and iPhone 7s Plus will be designed with 4.7-inch and 5.5-inch displays.此前曾有报道称,其他两款手机--iPhone 7s和iPhone 7s Plus将分别搭载4.7英寸和5.5英寸的屏幕。#39;By adding more large-screen options to the lineup to meet grousing demand for BIG, Apple intends to raise the average iPhone price, which has aly gone up by about 10% in the past three years to nearly 0,#39; Nikkei reported.据《日经亚洲》表示称:“为了满足消费者们对大手机的需求,苹果增加了更多大屏选择,同时苹果公司也打算提高iPhone的平均价格--而这一价格已经在过去三年里涨到了700美元,涨幅达到了10%。”Earlier this month it was revealed by Fast Company that the so-called iPhone 8 will costs more than ,000 (800 pounds) – making it the most expensive handset the firm has ever produced.据知名商业杂志《快速公司》本月初发布的消息显示,所谓的iPhone 8的售价可能会超过1000美元(约合800英镑)--这会使其成为苹果公司有史以来最贵的手机。However, it is said that users will receive more cutting-edge technology and a sleeker design – a handset that is sure to impress.但是,消费者会因此得到更多尖端科技和时尚的设计--这是一款肯定会给你留下深刻印象的手机。 /201703/498323

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