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文章作者:教育 上传时间:2019-08-31

今天我们要讲的美国习惯用语是:back to the drawing board。A drawing board是制图板。Back to the drawing board的字面意思是回到制图板去,实际上它的意思是从头开始。

原文:Coke Trying : A New Caffeine Combination

我们都知道,盖房子或制造机器的第一步就是要制图。所以,back to the drawing board常常用来表示从头开始。比如说一个公司为了要提高利润,叫雇员们提出各种建议。但是老板认为这些都行不通,要大家从头来。The boss sent them back to the drawing board。

  1. Coke watchers say they are not sure yet whether it will be another flavor failure from the beverage giant, which famously tinkered with the long-established formula in 1985 and has had mixed success with other brand extensions.

我们再来举一个例子。大家都知道,美国的可口可乐公司1985年推出一种新的可乐,可是销路并不好。谈起这件事,有个人是这样说的:

  2. "Potentially, it makes a lot of sense. Coffee is this extraordinary popular drink at the moment. The future of coffee is going to be in cold coffee beverages. But it's always a crap shoot with these things," said Mark Pendergrast, author of the Coke company history: For God, Country, and Coca-Cola as well as Uncommon Grounds: The History of Coffee and How it Transformed Our World.

例句-1:In 1985, the Coca-Cola Company introduced New Coke after giving their most popular product a new taste. But drinkers across the country felt betrayed and rejected it. So the company went back to the drawing board. Their next idea, however, was a success - the return of their original formula, called Coca-Cola Classic。

  3. Blak, which hit US. store shelves last month priced between $1.5 and $2, packs twice the caffeine and half the calories of regular Coke. The drink is part of a flurry of recently launched products by the traditionally slow-moving and conservative Coca-Cola Company.

这个人说:美国可口可乐公司1985年改变了该公司最畅销的饮料可口可乐的味道,推出了新可乐。可是全国各地喝可乐的人都不喜欢,觉得可乐公司背叛了他们。可口可乐公司只好从头来。他们重新用原来的配方,推出了称为传统可乐的饮料。这一次非常成功。

  4. There is a new chocolate coffee drink in partnership with Godiva, Coke Zero(reformulated Diet Coke), Coke C2(a middle-ground between diet and regular Coke), Diet Coke with Splenda, and several varieties flavored with lemon and lime, appealing largely to Hispanics. Vanilla Coke was recently pulled from shelves after four years on the market.

新可乐就这样很快消失了。这可以说是商业史上的一次重大失败。幸亏可乐公司及时放弃、从头再来,back to the drawing board,否则损失会更大。

  5. "In the last year, Coke has performed well in innovation," said John Sicher, editor and publisher of Beverage Digest, an industry news and data service.

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  6. The Atlanta-based behemoth, with a 43.10 percent share of the carbonated soft drink market, has adapted to changing tastes. For example, in the last year overall shipments of carbonated soft drink were cut down to 10.2 billion cases, but energy drinks boosted its sale of 79.1 percent to 113 million, according to Beverage Digest. Coke responded with Vault, now in stores nationwide.

有时候,失败是成功之母,back to the drawing board,反而会带来更大的成功。有个美式足球运动员说,他们球队就是在失败后再从头开始,反败为胜的。

译/注:吴家军

例句-2:The beginning of the season was a disaster as our opponents kept outmaneuvering us. It was back to the drawing board! After coming up with some brilliant new plays, we started scoring touchdowns again. Soon we were on a winning streak。

联合新配方——咖啡可乐

这位球员说:赛季一开始,我们对手以计谋取胜,使我们输得一塌糊涂。我们只好从头开始。后来我们想出了一些高明的新战术,我们又开始触地得分,很快就接接取胜。

  1, 可口可乐公司大肆宣扬的咖啡可乐未能弥补其1985年研制的传统配方的不足,与其它公司联合打造的品牌延伸也可谓毁誉参半。因此,可乐专家质疑这将成为饮料巨头的又一次失败尝试。

(沪江英语)

  2, 负责编撰公司历史的马克•潘德格拉斯特说:“这次尝试具有潜在的重大意义,因为咖啡属于当下的火爆饮品,它的市场前景就是咖啡冷饮。不过,这一切毕竟是无法预料的”。其作品有《为了上帝、国家和可口可乐》以及《非常理由之咖啡秘史及其改变世界的过程》。

  3, 上个月在美国上架的Blak可乐售价在1.5到2美元不等,其咖啡因的含量是普通可乐的两倍,热量仅为普通可乐的50%。Blak是一向迟缓而保守的可口可乐公司最新推出的系列产品之一。

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