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中国车展美女车模是卖点

2014-05-06    来源:fortune    【      美国外教 在线口语培训

美国车展一向喜欢邀请帅哥美女为新车发布助阵,但中国的车展则将这个传统推向了新的高度,甚至到了喧宾夺主的地步。

Top models at this year's China auto show? The human ones.

American auto shows have always used attractive young women and men to display their new vehicles. The Chinese have taken the tradition to a whole new level.

The China auto show is a big deal in China, as the organizers like to remind you. Biggest show in Asia. One of the largest auto shows in the world. The superlatives tend to set your expectations for some serious car gawking when you plan on attending in Beijing, which I did this week.
中国国际车展在中国是一件大事,正如组织方不断提醒你的那样——它是亚洲规模最大的车展,也是世界规模最大的车展之一。如果你计划参加北京车展,正如笔者本周所经历的一样,这种夸张的宣传会让你以为这是一场严肃的车展。

What you discover, perhaps even more than China's fascination with cars, is why many of the nearly 1 million attendees pay $13 to get in: the models. No, not the kind with fenders. We're talking supermodels in dresses, evening gowns, short skirts, T-shirts, and the occasional tube top.
事实上,你会发现,在近100万名参观者中,许多人愿意花13美元入场费的真正原因是:车模。中国人对车模的热情甚至超出了对汽车的痴迷。当然,这里说的并不是那些装有挡泥板的“车模。”我们说的是身穿裙子、晚礼服、超短裙、T恤衫,偶尔甚至只穿吊带裙的超级模特们。

Sure, at the auto shows in Detroit or New York, you'll see plenty of models -- but they're usually hugging a Lamborghini or elevated on stage. In the Beijing auto show the models are, well ... everywhere -- standing next to countless Chinese cars throughout Beijing's massive new exhibition hall, not just the ones on stage. And their apparent willingness to stare into camera lenses encourages the mostly male attendees to take as many pictures as possible. Nearly every model is hounded from the moment the doors open at 9 a.m. until they close at 8 p.m.
当然,在底特律或纽约的车展上,大家也能看到许多车模——但她们通常是靠在一辆兰博基尼(Lamborghini)旁边或者站在舞台上。而在北京车展上,模特们几乎无处不在——在北京庞大的新展厅内,不仅舞台上有模特,数不清的中国国产汽车旁边也都有车模。而且很明显,她们愿意面对相机镜头,这一点鼓舞了以男性为主的参观者为她们拍摄大量照片。从上午9点车展开始到晚上8点车展结束,几乎每一位模特都是镜头追逐的对象。

Chinese media are in on the game: Sina.com posted a useful story about where the top Chinese models would be working, height and bust sizes, and experience at the show.
中国媒体也不甘心旁观:新浪网(Sina.com)发布了一篇文章,描写中国顶级模特们工作的地方,她们的体重和胸围,以及她们在车展上的经历。

I made it to the last day of this year's show, which rotates annually between Shanghai and Beijing. Though I arrived a full nine days after the global auto press swept into Beijing for media day and five days after the event first opened to the public, tens of thousands of people were still flooding into the exhibits for Ford (F), Chevrolet (GM), and dozens of Chinese automakers.
中国国际车展每年在上海和北京轮流举办。笔者在最后一天来到了车展现场。虽然距离全球汽车媒体涌入北京参加媒体日已经过去了整整九天,活动对公众开放也已经有五天时间,但展厅里面依然人头攒动。福特(Ford)、雪佛兰(Chevrolet)和几十家中国汽车制造商参加了展出。

"The crowds are crazy," says Daphni Hilton, an American model who splits her time between New York and Shanghai. She was taking a coffee break with a Hungarian model named Barbie. Both said they feel lucky to be working at Cadillac's exhibit where they wear elegant dresses with a lot of coverage. But the number of people seeking photos is still awkward. "It's totally different than Europe. They move right up to your face," said Hilton. "They told us we shouldn't wander the halls -- it's not safe." Apparently during the busy days, the hallways are almost impassable.
经常往返于纽约和上海的美国模特达芙妮•希尔顿说:“人们太疯狂了。”她正在与一位名叫芭比的匈牙利模特喝咖啡。两人都表示参加凯迪拉克(Cadillac)的展出非常幸运,她们可以穿着优雅的礼服,登上大量的版面。然而想要拍照的参观者数量之多,还是令她们感到尴尬。 “情况跟欧洲完全不同。他们几乎要凑到你的脸上来,” 希尔顿说。“他们跟我说,不能在展厅内闲逛——因为不安全。”很明显,繁忙的时候,展厅内几乎水泄不通。

There are plenty of male models on the floor as well. I asked Nemo Nemanja Barovic, a male model from Serbia, how China's show is different from those in Europe. "Here they only take pictures of the models, not the cars," he said, laughing. He sounded more curious than bothered. Neutarios Kiruopoulos, a model from Greece who was still wearing a tailored grey suit on break, was genuinely puzzled with what people do with the photographs. "WeChat?" he guessed.
此外,车展上也有许多男模。有一位来自塞尔维亚的男模尼莫•内马尼亚•巴洛维奇,我问他中国车展与欧洲车展有什么区别。他笑着说:“在中国,人们只想拍模特的照片,而不是汽车。”听起来,他对这种现象更多是感到好奇,而不是烦恼。希腊男模尼欧塔芮奥斯•克鲁普洛斯在休息室依然穿着量身裁剪的灰色西装。很显然,他搞不懂人们拍了照片会拿来干什么。“发微信(WeChat)吗?”他猜道。

The excitement that follows models at China's auto show isn't exactly new -- one of the country's supermodels once wore this dress to the show. And many of China's modeling agencies consider the show a key event in the year. "It's important for any modeling agency because it's a very good platform to show your strength and power," said Qi Kun, an agent at New Silk Road modeling agency, one of China's better-known agencies, which had more than 10 models at this year's show. She said the only instructions they give models is to stay off social media and not to wander the halls during breaks -- again, probably for their own safety.
中国车展观众对模特的热衷早已不是什么新鲜事——一位中国超模就曾在车展上穿过这样的服装。而且,许多中国模特经纪公司都把车展视为一年中最重要的活动之一。齐坤(音译)是中国最著名的模特经纪公司之一新丝路模特经纪公司(New Silk Road)的经纪人。新丝路在今年的车展上有超过10位模特。她说:“车展对于任何一家模特经纪公司都非常重要,因为这是展示公司实力的一个绝佳平台。”她说,她们给模特的唯一指示就是,远离社交媒体,休息时间不要在展厅内闲逛——或许还是为了她们自身的安全。

What's different is that this year's show comes after the Chinese government has made a big show of cracking down on excess. Sales of luxury watches and expensive liquor have plummeted; Sina.com, the Internet portal, was fined recently for hosting pornography; and police staged a big prostitution sting in the country's south earlier this year. The model worship seemed like it could be a next step.
今年车展与众不同的地方在于,不久前,中国政府刚刚开展了大规模的打击奢侈浪费活动。名表名酒的销量直线下跌:新浪网最近因为提供色情内容而遭到处罚;今年年初,中国警方刚刚在中国南方结束了一场打击卖淫嫖娼的大规模行动。模特崇拜似乎会成为下一个打击目标。

Changes won't come for another year, at least. In the meantime, picture galleries of the auto show are now popping up across Chinese websites. Models are the main attraction.
但至少,情况在一年内不会发生任何变化。与此同时,中国互联网上出现了一批图片网站。模特们是主要的卖点。(财富中文网)



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