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  1. 19 HR AGO

    第2834期:Sponsorship

    Sporting events and organisations have long looked to sponsorship for a way of surviving. For many, without financial support of sponsors, they simply wouldn't be able to compete. We're talking about one particular area of concern in sponsorship.体育赛事和组织长期以来都依靠赞助来维持生存。对许多赛事而言，如果没有赞助商的资金支持，他们根本无法继续竞争。我们今天要谈的是赞助领域中的一个特别值得关注的问题。 Yeah, now we both remember, Richard, the dominance of tobacco companies sponsoring major events, especially things like Formula One. Yes, the Marlborough McLaren cars, for instance. Yeah.是的，Richard，我们都还记得，以前烟草公司主导了大型赛事的赞助，尤其是像一级方程式赛车这样的赛事。没错，比如万宝路赞助的迈凯伦车队。 Now, that's not allowed anymore. But there's a new industry taking over, isn't there? And that is gambling and betting. Betting companies take £14.4 billion from punters every year.如今，烟草赞助已经被禁止了。但现在有一个新的行业正在接手，不是吗？那就是博彩业。博彩公司每年从赌客那里获得高达144亿英镑的收入。 In the UK. Yes, that is equal to about £200 from every man, woman and child. It's a huge amount.在英国，这相当于全国每个男人、女人和孩子各贡献了约200英镑。这是一个庞大的数字。 Yeah. So why has this happened? How has it happened? And is it really such a bad thing? Well, I suppose it really, it goes back to 2005 and the government of the day then passed the Act and this dramatically relaxed many of the old restrictions. And as soon as they did that, the difference was just incredible.是啊，那为什么会出现这种情况？这是怎么发生的？真的有那么糟糕吗？嗯，我想这要追溯到2005年。当时的政府通过了一项法案，大幅放宽了旧有的限制。一旦法律放宽，整个行业的变化简直令人惊讶。 How has it happened? Well, simply because gambling-related TV and radio advertising was banned up until 2005. And then since then, advertising has increased significantly. Yes.它是怎么发展的？其实很简单——在2005年之前，博彩类的电视和广播广告是被禁止的。但从那以后，广告数量显著增加。没错。 By 2018, UK betting firms were spending £328 million on direct advertising alone. Yeah. And you're talking about adverts in the commercial breaks and sports programmes.到2018年，英国的博彩公司仅在直接广告上的支出就达到了3.28亿英镑。是的，那些广告主要出现在商业广告时段以及体育节目中。 But what we're really talking about is live footballs on the TV. Oh yes. I mean, you know I love football.但我们真正要谈的是电视上播放的足球直播。哦，是的，你知道我多么喜欢足球。 I watch the football match and there are adverts on betting before, during, after. It's just all betting. But Richard, you say about the adverts, OK, but it's not just the adverts, of course, it's what they're wearing.我看一场足球比赛，从赛前到中场再到赛后，全是博彩广告，几乎无处不在。但Richard，你刚才提到广告，其实不仅仅是广告问题，还有他们穿的球衣。 It's blasted across the players' shirts, isn't it? They're all sponsored by betting companies. I think half of the Premier League shirts will have a gambling company's logo on it. Clubs in the Premier League stand to earn about £350 million from their shirt sponsors.球衣上全都印着博彩公司的名字，不是吗？几乎所有球队都由博彩公司赞助。我记得英超大约有一半球队的球衣上印着博彩公司的标志。英超俱乐部从球衣赞助中能赚取大约3.5亿英镑。 And about £70 million of that comes from betting companies alone. Yeah. But not just the shirts, but all around the football pitch as well, the hoardings around the football pitch.其中大约7000万英镑来自博彩公司的赞助。是的。不仅是球衣，连球场四周的广告牌上也到处都是博彩公司的标志。 The publicity for these gambling companies is in your face, isn't it? It's everywhere. Hmm. Research has shown that gambling, it can make people's lives a misery.这些博彩公司的宣传无孔不入，几乎扑面而来。是啊，研究表明，赌博可能会让人的生活陷入痛苦。 Yes. And the problem nowadays is it's so easy. You know, in the old days, you used to have to go to the betting shop to place a bet.没错。现在的问题是赌博变得太容易了。以前你还得亲自去投注站下注。 Now it's all on the mobile phone and everybody has a mobile phone so everybody can gamble. It's so easy. But the adverts, we go back to the adverts that they have, there's this real feeling of excitement and they give the perception that gambling is a fundamental part of watching the sport.而现在，一切都能通过手机完成。每个人都有手机，因此每个人都能随时赌博，太方便了。至于广告，它们总是营造一种极度兴奋的氛围，让人误以为“看体育比赛”就该伴随“下注”——仿佛赌博是体育观赛不可或缺的一部分。 They're linking sport and watching the game so directly with gambling, it's like the two automatically go together. And actually, we've just heard that the club with the biggest shirt sponsorship deal in the Premier League, Manchester United, they're not renewing the contract for their current sponsor. Hmm.他们把体育和赌博联系得如此紧密，以至于让人觉得两者天生就该绑在一起。而事实上，我们刚刚听说英超拥有最大球衣赞助合约的俱乐部——曼联——决定不再续约现任赞助商。嗯。 Well, let's hope that their new sponsor is not going to be a betting company.希望他们的新赞助商不要再是博彩公司吧。

    4 min

  2. 1 DAY AGO

    第2833期:Rat populations rise in cities

    The British Pest Control Association says its members have recorded an increase in complaints about rat activity around the UK. Cleankill, a company that operates in the south of England, says it's seen a 20% rise in call-outs about rats in the last two years, and climate change may be playing a role.英国虫害防治协会称，其成员记录了英国各地对老鼠的活动情况投诉数量的增长。一家在英格兰南部地区开展业务的名为 “Cleankill” 的公司称，他们在过去两年中发现由老鼠引起的呼叫请求上升了 20%，而气候变化可能是其中一个原因。 A study published earlier this year of 16 cities around the world, mostly in North America, found a strong link between rising temperatures and rat activity. The researchers believe warmer winters enable rats to reproduce more rapidly.今年早些时候发布的一项针对全球 16 座主要分布在北美洲的城市的研究发现气温上升和老鼠的活动情况之间有密切联系。研究人员认为，更温暖的冬季让老鼠能以更快的速度繁殖。 But there are also other issues at play. Pest controllers say our overflowing bins, fractured communities and growing appetite for fast food all allow rats to thrive.不过依然有其它因素在发挥作用。害虫防治人员表示，人们满当当的垃圾桶、分崩离析的社区关系和快餐食品盛行都让老鼠得以快速成长。

    1 min

  3. 2 DAYS AGO

    第2832期:Why some people believe AI is human

    After MIT Professor Joseph Weizenbaum created the chatbot Eliza, he became concerned that people who had used the programme started to act as if it was human. This might sound like a modern problem, but Eliza was created in 1966. If a programme from the 1960s was capable of tricking people into thinking it was human, what effect could the large-language-model-based chatbots of the 2020s have?麻省理工学院教授 Joseph Weizenbaum 创建聊天机器人 Eliza 后，他开始担心使用该程序的人开始表现得像人类一样。 这听起来像是一个现代问题，但 Eliza 是在 1966 年创建的。如果 1960 年代的程序能够欺骗人们认为它是人类，那么 2020 年代基于大型语言模型的聊天机器人会产生什么效果呢？ Modern philosophers and technology experts have discussed whether AI could develop consciousness. Sentience is difficult to define, but the fact that large language models respond by mathematically calculating the probability of certain patterns appearing suggests that it would be hard to consider them to be alive. However, in terms of our responses to them, what matters is not whether they are sentient, but whether they appear to be so.现代哲学家和技术专家讨论了人工智能是否可以发展意识。 感知很难定义，但大型语言模型通过数学计算某些模式出现的概率来做出响应的事实表明，很难认为它们是活着的。 然而，就我们对它们的反应而言，重要的不是它们是否有知觉，而是它们看起来是否有知觉。 Large language models are made up of genuine human interactions.  While their tendency to hallucinate means that chatbots are not able to provide reliable factual information, they are able to effectively replicate the language used in human communication. Psychologists report that people tend to have a cognitive bias towards forming attachment and trust. Even sceptical technology writers report feeling some emotion towards AI chatbots. Some users have even reported grief when one model has been replaced by a newer one.大型语言模型由真实的人类互动组成。   虽然聊天机器人产生幻觉的倾向意味着它们无法提供可靠的事实信息，但它们能够有效地复制人类交流中使用的语言。 心理学家报告说，人们往往对形成依恋和信任存在认知偏见。 即使是持怀疑态度的技术作家也表示对人工智能聊天机器人有一些感情。 一些用户甚至表示，当一种型号被更新的型号取代时，他们感到非常悲伤。 This combination of believable human language together with the inability to reliably assess facts can be dangerous.Cases have been reported where people have been encouraged by chatbots to do dangerous or illegal things. The chatbots were able to use language to encourage and persuade, but not identify or evaluate risks. Trust becomes dangerous when it is not accompanied by reason. Also, if people form relationships with AI, then they may spend less time and effort trying to cultivate genuine human relationships. Could the chatbot revolution lead to a world where we struggle to relate to each other?可信的人类语言与无法可靠评估事实的结合可能是危险的。据报道，聊天机器人鼓励人们做危险或非法的事情。 聊天机器人能够使用语言来鼓励和说服，但无法识别或评估风险。 当信任没有理性的陪伴时，它就会变得危险。 此外，如果人们与人工智能建立关系，那么他们可能会花费更少的时间和精力来培养真正的人际关系。 聊天机器人革命是否会导致我们难以相互联系的世界？

    2 min

  4. 3 DAYS AGO

    第2831期:Stock market

    For our last business podcast, we talked about the big PLCs, the companies traded on the stock exchange.在上一期商业播客中，我们谈到了大型公众有限公司（PLCs），也就是在证券交易所上市的公司。 We're talking about the stock exchange. Richard, what is it?我们现在要谈的是证券交易所。Richard，它是什么？ The stock exchange is also called the stock market and essentially it is a market.证券交易所也叫股票市场，本质上它就是一个市场。 It's where the big companies, the shares in the big companies are bought and sold. Simple as that.在那里，大公司的股票被买卖。就是这么简单。 Now, Richard, I have to confess my image of the stock market comes from films where you often see scenes of people throwing their arms in the air and, you know, lots of pieces of paper.Richard，我得承认，我对股票市场的印象来自电影——你经常看到人们挥舞着手臂，还有满天飞的纸片。 It seems very mad. What's happening there?看起来很疯狂。那是怎么回事？ Well, that doesn't really happen anymore. That system is called an open outcry.嗯，现在基本不会那样了。那种方式叫“公开喊价”。 And basically these are the guys in the exchange buying and selling the shares. Only a certain number of people can do this in the old days.以前交易所里只有特定的人可以大声喊价买卖股票。 So the old days, they don't do that anymore? Not so much now.所以那是以前了，现在不再这样了？现在基本不这样了。 It's nearly all electronic trading.现在几乎全部是电子交易。 I know that there's the FTSE 100 and there's things like the Dow Jones. What exactly are they?我知道有富时100指数，还有道琼斯这样的指数。它们到底是什么？ Well, the FTSE 100 is basically the 100 biggest shares in the UK.富时100指数实际上是英国最大的100支股票。 100 biggest companies? 100 biggest companies, yes.100家最大公司？没错，就是100家最大公司。 It's a number to represent the total value of those 100 companies.它是一个代表这100家公司总价值的指数数字。 And of course, as individual shares go up and down, what happens to the FTSE 100 gives a general indication of all of them, what's going on.当然，随着个股的涨跌，富时100的变化可以总体反映市场情况。 So that's why it's called an index, because it's an indication. Exactly.所以它叫指数，因为它是一种指示。没错。 And that's the same for the Dow Jones? The Dow Jones is the top 30 companies in America.道琼斯也是如此？道琼斯指数是美国最大的30家公司。 And in Germany, you have the DAX, which again is the top 30 companies in Germany.德国有DAX指数，代表德国最大的30家公司。 So all of these are indications of how the stock market is going in those countries? Exactly.所以这些指数都反映了各国股市的表现？没错。 So there's the bear and the bull, isn't there? Stocks and shares generally rise and we call that a bull market.还有“熊”和“牛”，对吧？股票整体上涨时叫牛市。 And then, or if they're generally falling, we call that a bear market.如果整体下跌，就是熊市。 It always seems to me, Richard, that the stock market is a kind of a veryelitebuying market. Can anybody buy shares?Richard，我一直觉得股市是精英才能参与的市场。任何人都可以买股票吗？ Well, yes. Actually, because most stock market trading is done online now, anybody can open up an online account and buy shares through the internet.当然可以。现在大多数交易都在线进行，任何人都可以开个网上账户买股票。 It's very simple and it doesn't cost that much anymore.很简单，而且成本已经不高了。But interestingly, actually, I think most people will already have shares.但有趣的是，我认为大多数人其实已经持有股票了。 Really?真的吗？ Well, because a lot of people have pensions, especially company pensions, and the pension companies themselves invest their money in the stock exchange.是的，因为很多人有养老金，尤其是公司养老金，而养老金公司会把这些资金投资到股市。 So anyone with a pension already will probably have a significant portion of that pension invested in the stock market.所以任何有养老金的人，其实都有一部分钱投资在股市里。 Already? Yes.已经投资了？是的。 I do know if you buy, if you spend too much money on buying shares and things, it can all go horribly wrong and you can lose your investment in your house, etc, etc. How risky is it?我知道如果你投入太多钱买股票，事情可能会变得很糟糕，你甚至可能损失所有投资甚至房子。风险到底有多大？ Well, yes, of course, if you buy shares in just one company, that company goes bust, you've lost everything.是的，如果你只买一家公司的股票，而那家公司倒闭，你就会损失所有投资。 So what a lot of people do is buy a fund.所以很多人会选择买基金。 OK, what does that mean?好的，那是什么意思？ Well, a fund is a collection of companies. So if any one of them does really badly, you don't lose all your money.基金就是一篮子公司。如果其中一家表现不好，你不会损失全部资金。 But of course, if one of them does really well, then you do pretty well.当然，如果其中一家公司表现特别好，你也能赚到钱。 So buy a fund. Your investment is spread then?所以买基金更好。这样投资就分散了？ The key is to spread the risk. Don't put all your eggs in one basket.关键是分散风险。不要把所有鸡蛋放在一个篮子里。 Otherwise, you'll have egg on your face.否则，你会颜面尽失（丢大脸/损失惨重）。

    4 min

  5. 4 DAYS AGO

    第2830期:Company

    People often ask me what we do, and I reply by saying we have an internet business. But we don't actually have a... we're not actually a company, are we, Richard?人们经常问我我们是做什么的，我通常回答说我们有一家互联网业务。但实际上我们并没有……我们其实不是一家公司，对吧，Richard？ No we're not, we are going to talk about companies, in particular PLCs. So, OK, what is a PLC? A PLC, a public limited company, is one which has a number of shares which are publicly traded on the stock exchange.没错，我们不是。接下来我们要谈的是公司，特别是股份有限公司（PLC）。那么，什么是 PLC？PLC，也就是公众有限公司，是一种拥有股票，并且这些股票可以在证券交易所公开交易的公司。 So, when you say shares... Well, the company is divided into shares, so you own a share of the company. A portion of the company. Exactly.那么，当你说“股份”时……公司被分成许多股份，所以你拥有公司的一个股份，也就是一部分公司。没错。 So these shares are bought or sold on the stock exchange, and so the value goes up and down.这些股份可以在证券交易所买卖，因此它们的价值会上下波动。 Is there a certain number of shares? I mean, do all companies have 100 shares, or can you have a different number of shares per company? They can have as many as they like. OK.股份数量是固定的吗？比如说，所有公司都是 100 股，还是可以不同？公司可以拥有任意数量的股份。好的。 Often there are millions of shares. Right. But you can be a shareholder.通常公司会发行数百万股。对。但你仍然可以成为股东。 You may only own 10 shares, but you still own a part of that company. So, if somebody buys shares in a company, they're shareholders. Yep.你可能只拥有 10 股，但你仍然是公司的一部分。所以，只要某人买了股票，他就是股东。对。 What do they do? Essentially nothing. They've bought the shares in the hope that the value of the company, and i.e. their shares, will go up in price. Right.那股东平时做什么呢？基本上什么都不做。他们买股票是希望公司价值上涨，也就是他们的股票升值。没错。 And if the company makes a profit, the company gives them a dividend, a small amount of money out of the profits. Like a kind of interest? Sort of, yes.如果公司盈利，公司会分红，也就是从利润中分给股东的钱。有点像利息？差不多，是的。 And that money goes directly back to the shareholder? Exactly, yes.这些钱会直接返还给股东？没错。 But often most of the profits go back into the company, reinvested into the company.但大多数利润会回流公司，用于再投资。 So, that's all very well when the company is doing well, but what happens when the company goes belly up? What happens to the shares and the shareholders then?当公司经营良好时一切都很好，但如果公司破产了呢？股份和股东会怎样？ Well, if a company fails, the whole point is it is a public limited company, and that is the word limited. The owners, i.e. the shareholders, can only lose the amount that they invested, i.e. the amount they paid for their shares.如果公司倒闭，关键在于这是“有限”公司。所有者，也就是股东，最多只会损失他们投资的金额，即买股票的钱。 So, usually the company would have bank loans or owe money to their suppliers, etc., but the shareholders won't be liable for this.所以，公司可能欠银行或供应商的钱，但股东不需要承担这些债务。 The accountants or the liquidators will come in and just try to sell all the things that the company has in order to pay off the loans, and, of course, the employees will lose their jobs.会计或清算人会接管并出售公司资产来偿还贷款，当然，员工会失业。 If you're a shareholder with, say, 300 shares and the company goes belly up, you lose your 300 shares and that's it? Correct.如果你有 300 股，公司倒闭了，你就损失这 300 股，就这样？对。 What I don't understand, though, Richard, is that recently in the news – and there are always stories like this – Richard Branson, Virgin Airways, now, he's a multi-billionaire.但我不明白的是，Richard，最近新闻里——这种故事常见——说到 Richard Branson，维珍航空，他是个亿万富翁。 His company has done extraordinarily well, but because there's a problem with his airline, Virgin Atlantic, now, he wants the government to bail out his airline.他的公司一直经营很好，但现在他的航空公司维珍大西洋出了问题，他希望政府救助他的航空公司。 Doesn't he have responsibility for that? He's got loads of money. Why doesn't he do that himself?难道他不需要负责吗？他有那么多钱。为什么不自己出钱？ Well, you're quite right, but he's just a shareholder, just like lots of other people.你说得没错，但他只是股东，和其他人一样。 So he owns a portion of the company, and if it goes bust, he loses his investment, yes. But that's it. He doesn't have any further liability.所以他拥有公司的一部分，如果公司破产，他损失自己的投资，仅此而已。他不需要承担额外责任。 But if the company's going very well, which it has been, he makes an enormous amount of money for his own personal use, if it goes wrong, he's expecting me, the taxpayer, to bail him out.但如果公司经营很好，他能赚大笔钱用于个人消费；如果出问题，他却希望我——纳税人——来救他。 Well, that's certainly true, but that's the whole point of the system.嗯，这是真的，但这就是这个制度的核心。 He's only liable for the shares that he holds.他只对自己持有的股份负责。 So he doesn't actually own the company?所以他实际上不拥有公司？ He owns a proportion of the company.他拥有公司的一部分股份。 So it's who will blink first, the government or Branson?所以现在就看谁先妥协，是政府还是 Branson？

    4 min

  6. 4 DAYS AGO

    第2830a期:Product Placement

    We're talking about product placement.我们在谈植入式广告。 Product placement, also known as embedded marketing, has grown both on TV and on the big screen.植入式广告，也称为嵌入式行销，在电视和大银幕上都越来越常见。 OK, OK, Jackie, I've heard of product placement but what exactly is it?好，好，Jackie，我听说过植入式广告，但它到底是什么呢？ Well, basically it means a deliberate inclusion of a product or a brand for promotional purposes.简单来说，就是为了宣传目的而刻意把产品或品牌放入内容中。 If we think about, Richard, think about the 1986 film, Top Gun, right?如果我们想一下，Richard，想想1986年的电影《壮志凌云》，对吧？ Oh, one of my favourites.哦，那是我最喜欢的电影之一。 Now there's a particular product worn by many of the characters but especially by Tom Cruise, Maverick, right?片中很多角色都戴了一样特定产品，尤其是汤姆·克鲁斯扮演的Maverick，对吗？ I know this, I know this, he's so cool, isn't he? Because of the aviator sunglasses.我知道，我知道，他超级酷，对吧？因为那副飞行员太阳镜。 Yeah, so... Ray-Bans.对，就是……雷朋（Ray-Ban）。 Exactly. Now, they're a brand of luxury sunglasses, right?没错，它们是一个高端太阳镜品牌，对吧？ And they became hugely popular then, didn't they?而且当时变得非常流行，对不对？ They struck a deal with the producers so that in the film, Tom Cruise and his fellow Navy colleagues wore aviators.他们跟制作方达成了合作，所以电影里汤姆·克鲁斯和他的海军同袍都戴了飞行员墨镜。 You said they became hugely popular.你刚才说它们变得非常流行。 As a result, the sales of aviator sunglasses rose by 40%.结果飞行员太阳镜的销量上涨了40%。 Wow, good deal.哇，真是一笔好交易。 Yeah.没错。 OK, another film, Richard, I want you to think about another film, right?好，Richard，再想一部电影。 Year 2000, big film, Cast Away.2000年的一部大电影，《浩劫重生》。 Tom Hanks, right?汤姆·汉克斯，对吧？ Tom Hanks.汤姆·汉克斯。 What was a significant product placement, do you think, in that film?你觉得那部电影里最明显的产品植入是什么？ Well, I can't think of one because he was abandoned on a desert island.呃，我想不到，因为他不是被困在荒岛上吗？ Who did he work for?他之前在哪工作？ Did he work for a courier company?他是不是在一家快递公司工作？ Yeah, yeah, throughout the film, references to this courier company.对，整部电影里都提到这家快递公司。 They obviously went over my head.显然我没注意到。 Was it FedEx?是联邦快递（FedEx）吗？ Yes.对。 Yeah. Now, the interesting thing was, when they wrote the film, when they produced the film, they wanted it to be real life.对，有趣的是，电影编剧和制作团队想让电影看起来真实。 Right, OK.嗯，好的。 So, they didn't want to make up a courier, a transport company.所以他们不想凭空虚构一个快递或运输公司。 Right.没错。 So, they wrote to FedEx and said, can our hero be a FedEx employee?于是他们写信给联邦快递，问：我们的主角能是你们的员工吗？ Now, they read the script and they said no.联邦快递看了剧本后说不行。 Oh.哦？ Well, what happens in the film?电影里发生了什么？ Well, he crashes, doesn't he? The FedEx plane...他不是坠机了吗？联邦快递的飞机…… The FedEx plane crashes, so that's not very good.联邦快递的飞机坠毁，这看起来不太好。 But then they realised that the overall...但后来他们意识到整体…… Yes, overall, it was... everything happened... everything was well in the end.对，总体来说……最后一切都很好。 Yes, of course.是的，当然。 And as a result of the film, FedEx became much more famous in Asia and Europe, not just in the US.而且因为这部电影，联邦快递在亚洲和欧洲也变得更有名了，不仅是在美国。 So, two films.所以，这两部电影。 In the first film, Ray-Ban paid for their product placement.在第一部电影里，雷朋为植入付了钱。 In the second film, FedEx didn't pay.在第二部电影里，联邦快递没有付钱。 Now, in those two films, the products appeared throughout the whole film.在这两部电影里，那些产品从头到尾一直出现。 Right, yes.对，是的。 They were key parts of the film.它们是电影的重要元素。 Yes.没错。 But, however, it is possible for a few seconds to change a company's fortune.但是，有时候只需要几秒钟就能改变一家公司的命运。 Oh, do tell.哦，说来听听。 In 2020, Parasite became the first non-English language film to win an Oscar in the Best Picture category.2020年，《寄生虫》成为第一部获得奥斯卡最佳影片的非英语电影。 Do you know what nationality the director is?你知道导演是哪国人吗？ Is he Spanish or Italian?他是西班牙人还是意大利人？ South Korean.韩国人。 Ah, yes. It's a South Korean.啊，对，是韩国的。 But it's interesting because there is the Spanish connection here.但有趣的是，这里还和西班牙有点关系。 In one of the scenes, very briefly, a can of crisps called Bonilla a la Vista appeared on the film.在其中一个场景里，有一款叫Bonilla a la Vista的薯片罐短暂出现了一下。 Very, very briefly.非常非常短暂。 And sales went through the roof.然后销量爆炸性增长。 Well, it was already a recognised brand in South Korea, but as soon as they saw it in the film, which was hugely popular, the sales have rocketed.其实它在韩国本来就有知名度，但因为电影太火了，一出现销量就飙升。 It surged by 150%.销量增长了150%。 Wow.哇。 I tell you what, though, Jackie, we've got loads of members from South Korea.不过你知道吗，Jackie，我们有很多韩国用户。 It would have been fantastic if, on the film, one of the characters would have been listening to podcastsandenglish.com.如果电影里有角色在听 podcastsandenglish.com，那就太棒了。 That would have been something.那就真的厉害了。

    4 min

  7. 5 DAYS AGO

    第2829期:Instagram

    We're talking about Instagram and why it's a useful platform for businesses. You know my first question, of course, Jackie. I know nothing about Instagram.我们在谈论 Instagram，以及为什么它对企业来说是一个有用的平台。当然，你知道我第一个问题是什么，Jackie。我对 Instagram 一无所知。 What is it? Well, it's an American photo and video sharing social networking service and it's owned by Facebook.它是什么？它是一个美国的照片和视频分享社交网络服务，由 Facebook 所拥有。 Aha! I know all about Facebook, the world's top social media platform. Yeah.啊哈！我对 Facebook 很了解，它是世界顶级的社交媒体平台。是的。 With about one and a half billion users? No, almost 2.4, Richard. Oh, wow. I know.大约十五亿用户？不，接近二十四亿，Richard。哦，哇。我知道。 Instagram, on the other hand, has one billion users but considering it was launched in 2010, this is actually quite amazing. Facebook bought it in 2012 for about a billion dollars. Wow, big, big numbers.另一方面，Instagram 有十亿用户，但考虑到它是在 2010 年推出的，这实际上相当惊人。Facebook 在 2012 年以约十亿美元的价格收购了它。哇，真是巨大的数字。 And so if there are so many millions of small businesses that have Facebook pages, why have an Instagram page as well?所以，如果已经有成千上万的小企业拥有 Facebook 页面，为什么还要有 Instagram 页面呢？ The answer is in the differences, the difference between those who use the site and how they use it. So what are those differences then?答案就在差异上，即使用这些平台的人以及他们如何使用它。那么这些差异是什么呢？ Well, the audiencedemographics are very different for each one. Instagram has a much younger user base with a majority of users in the 13 to 17 age group.这两个平台的用户群体非常不同。Instagram 的用户群体更年轻，大多数用户在 13 到 17 岁之间。 Yes, the Facebook users are much older, aren't they? Yeah, they're much more likely to be in the 18 to 29 age group, over 30. And of course, there are many more users over 60.是的，Facebook 的用户要年长得多，对吧？是的，他们更可能在 18 到 29 岁之间，或者超过 30 岁。当然，还有更多超过 60 岁的用户。 So yeah, so therefore it's obvious then that companies wanting to reach out to younger people should opt for Instagram then, shouldn't they? Yes.所以，是的，很显然，想要接触年轻人的公司应该选择 Instagram，对吧？没错。 But the advantage of being a popular social network for older consumers is, of course, they have the higher incomes.但作为受年长用户欢迎的社交网络，也有一个优势：他们收入更高。 Yeah, definitely. So, for example, Richard, an investment firm might have much more success on Facebook than they would on Instagram.是的，确实如此。所以，例如，Richard，一家投资公司在 Facebook 上可能比在 Instagram 上更成功。 So what are the differences then between how the two sites are used?那么，两个平台的使用方式有什么区别呢？ Well, in general, you get far more engagement with an Instagram post than with Facebook. This is especially true with the images.总体来说，Instagram 的帖子比 Facebook 的帖子获得更多互动，尤其是在图片方面。 But of course, that's what Instagram is primarily used for. Photos, visual content.当然，这正是 Instagram 的主要用途——照片、视觉内容。 Yeah, it's much more focused on images, short videos, so text is better left to Facebook most of the time.是的，它更专注于图片和短视频，因此大部分时间文字内容更适合留给 Facebook。 Yes, because Facebook is all about sharing, sharing links, sharing your content with others, campaigns, advertising, charity appeals, discussions, etc.没错，因为 Facebook 强调分享，分享链接、分享内容、活动、广告、慈善募捐、讨论等。 All of that, all of that, Richard, yes.所有这些，所有这些，Richard，是的。 And Instagram is much more about original content. It's about being authentic and unique.而 Instagram 更注重原创内容，强调真实和独特。 And as we said, the context is in the picture, not in the text.正如我们所说，信息在图片中，而不是文字中。 OK, so from a business perspective, then you have to be more creative if you want to build an audience? Yes, yes.好，那么从商业角度来看，如果想建立受众，就必须更有创意？是的，没错。 And it's a bit more fun, a bit less formal? Absolutely.而且更有趣、更不正式？绝对是。 So that investment firm we referred to earlier, right, if they want, for example, a recruitment drive aimed at younger people, then on Instagram they need to post a photo of a special event, an awards ceremony or an opening, and then put that on Instagram with hashtag recruitment, hashtag name of the company.所以，之前提到的那家投资公司，如果想要招募年轻人，就需要在 Instagram 上发布活动照片，例如颁奖典礼或开幕式，并加上 #recruitment 和公司名称的标签。 Yes, I know, that Instagram, they love the hashtags. Then it's much more visual, much more fun and they'll get more engagement.是的，我知道，Instagram 超爱标签。这样更具视觉效果、更有趣，并且会获得更多互动。 So you've mentioned an investment firm. Who else uses Instagram?你提到了一家投资公司。还有谁使用 Instagram？ One of the businesses that is really benefiting from Instagram is the restaurant trade. People love taking photos of their food, don't they?真正从 Instagram 中受益的行业之一是餐饮业。人们喜欢拍他们的食物，不是吗？ Yeah, and they take the photos of the food, they'll add the location to the photo.是的，他们拍完食物还会加上位置标签。 And in fact, Richard, young people check out a restaurant's Instagram page before deciding to go there.事实上，Richard，年轻人在决定去一家餐厅之前，会先查看它的 Instagram 页面。 Makes sense, doesn't it? Yeah, and the more photos, the better the photos, the more likely people will come to the restaurant.这很合理，对吧？是的，照片越多、越好看，人们越可能去那家餐厅。 So they don't need a review, they just need the photos.所以他们不需要评论，只需要图片。 Yeah, forget TripAdvisor, check out Instagram. It's the pictures that hold the most power.没错，忘掉 TripAdvisor，去看 Instagram。图片的力量最大。 Yeah, so make your brand visual and get on Instagram for a whole new business opportunity.没错，让你的品牌更具视觉效果，上 Instagram，抓住全新的商业机会。

    4 min

  8. 6 DAYS AGO

    第2828期:Underground

    In an underground car park in Paris, I encountered something I didn't expect. I had to wipe the spores off my camera. I was in a huge mushroom farm.在巴黎的一处地下停车场，我遇到了一件意想不到的事情。我不得不用手擦去相机上的孢子，因为我置身于一个巨大的蘑菇农场中。 So why was it down here? When housing blocks like this sprouted up in Paris in the 1960s and 70s, it was common practice to also build underground parking for residents. So beneath Paris, there are millions of square meters of car park. But car ownership is in steady decline in Paris, a trend city authorities are keen to encourage.那么，为什么农场会在这里呢？当上世纪六七十年代巴黎建起这样的大型住宅区时，人们通常会为居民修建地下停车场。于是，在巴黎地下，隐藏着数百万平方米的停车空间。然而，如今巴黎的汽车拥有量正在稳步下降，而这正是市政府乐于推动的趋势。 And thanks to technology, there are new ways to get around the city. Some underground car parks now find themselves surplus to requirements. City officials have been running competitions to find new leases of life for them.多亏了科技的发展，人们有了更多在城市中出行的新方式。于是，一些地下停车场变得多余。市政官员因此举办竞赛，征集这些空间的新用途。 One of the winners of these was urban farmers, Cycloponics. They've rejuvenated three car parks in Paris. This one in La Chapelle used to be a no-go area, used by drug dealers and prostitutes.其中的获胜者之一是一家名为 Cycloponics 的城市农业公司。他们让巴黎的三个地下停车场焕发新生。比如这座位于拉夏贝尔（La Chapelle）地区的停车场，曾经是毒贩和妓女出没的禁区。 But now the space is blooming. The conditions down here are perfect for their main crop, oyster, shiitake and white button mushrooms. They also grow chicory.但如今，这片空间生机盎然。这里的环境非常适合他们的主要作物——平菇、香菇和白蘑菇生长。他们还种植菊苣。 They're a northern French delicacy that can grow in the dark. The harvest is sold through nearby organic grocery stores. It means urban food is grown and consumed within a short distance.菊苣是一种法国北部的美味蔬菜，可以在黑暗中生长。收获的作物会通过附近的有机杂货店售卖，这意味着城市中的食物实现了“就地生产、就地消费”。 This cuts the pollution that comes with transportation. In France, there are lots of regulations around operating a business underground, not least for safety reasons. Other businesses have had applications turned down.这种模式减少了运输带来的污染。在法国，地下经营场所有严格的法规，尤其是出于安全考虑。许多其他类型的企业申请在地下经营时都被拒绝了。 But it has been possible to get permits for this type of farming. And now, more car parks are being renovated like this in cities across France.不过，这种城市农业却得到了许可。如今，法国各地的城市中，越来越多的地下停车场正被改造成这样的农场。

    2 min
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