Burger King is re"molding" the image of its signature Whopper in a nauseating new ad campaign that promotes efforts to eliminate artificial preservatives and other additives from the company's menu.
在一輪新的廣告宣傳里，漢堡王給自家的招牌皇堡穿上了一件“霉霉的新衣”。這個倒胃口的廣告活動主要是為了宣傳公司從其菜單上去除人造防腐劑和其他添加劑方面所做出的努力。
The unconventional marketing effort includes a TV commercial showing the all-natural Whopper slowly rotting over the course of 34 days as soul singer Dinah Washington's 1959 hit "What a Difference A Day Makes" plays in the background. Deliberately absent are food coloring and special effects commonly used to make restaurant meals and their ingredients look appetizing in commercials.*** By the end of the 45-second commercial, the Whopper has transformed into a green and blue mess.
這個非常規的營銷手段包含著一支電視廣告；廣告中，伴隨著靈魂樂歌手黛娜·華盛頓 1959 年的大熱曲目 What a Difference A Day Makes，一個純天然狀態下的皇堡在 34 天的時間跨度里慢慢腐爛。那些在廣告中常用的食用色素和特效被刻意棄之不用，而正是它們讓餐廳菜品及其食材看上去很有食欲。當這支 45 秒的廣告結束時，這個皇堡已經變成了一個藍綠藍綠的東西。
"The beauty of no artificial preservatives," the ad's tagline reads.
“無人造防腐劑之美，”它的廣告詞這樣寫道。
The moldy Whopper may look revolting, but Restaurant Brands International (QSR), which owns Burger King, is betting customers are craving healthier, organic ingredients. Just over half of Millennials and 57% of Millennial parents said they are buying more organic products now than they did five years prior, according to a September YouGov analysis commissioned by Whole Foods. A 2018 Nielsen report also found young adults are more willing to pay higher prices for products made with natural, more environmentally-friendly ingredients.
這個發霉的皇堡可能看上去令人作嘔，可是漢堡王的母公司餐飲品牌國際（QSR）卻十分肯定，認為顧客們正渴望著更健康、更有機的食材。全食超市委托 YouGov 做的一份九月分析報告顯示，有剛剛超過一半的千禧一代和其中 57% 已為人父母的千禧一代表示，比起 5 年前，如今他們會購買更多的有機產品。2018 年尼爾森發布的一項報告也指出，年輕人更愿意以更高的價格去購買那些用天然的、更環境友好型的原料制成的產品。
Whopper fans in the United States may have already tasted a preservative-free Whopper without realizing it, according to Christopher Finazzo, president of Burger King's Americas division.
漢堡王美洲區總裁克里斯托弗·菲納佐表示，美國的皇堡迷們可能已經在不自知的情況下品嘗過了零防腐劑的皇堡了。
"The product is already available in more than 400 restaurants in the country and will reach all restaurants throughout the year," Finazzo said in a statement.
“該產品目前已在全美 400 多家門店供應，并且將在今年內覆蓋全國所有門店，”菲納佐在聲明里這樣說道。
主編：Felicity
品控：Lala
審核：桃子
重點詞匯
moldy/?mo?l.di/
adj. 發霉的
英式拼寫：mouldy (adj.)
相關詞匯：mold（n. 霉菌）
搭配短語：moldy bread
signature/?s?ɡ.n?.t??/
n. 明顯特征，鮮明特色；簽名
搭配短語：his signature pickup line
搭配短語：Sheldon's signature triple knock
nauseating/?nɑ?.zi.e?.t???/
adj. 令人惡心的，令人作嘔的
相關詞匯：nausea（n. 惡心，反胃）
英文釋義：the feeling that you have when you want to vomit
近義詞：disgusting
campaign/k?m?pe?n/
n.（為社會、商業或政治目的而進行的）活動，運動
搭配短語：the presidential election campaign
搭配短語：ad campaign（廣告宣傳活動）
preservative/pr??z??.v?.t??v/
n. 防腐劑
相關詞匯：preserve（v. 保存，維護；處理以防腐爛或發酵）
英文釋義：to maintain something in its original state
例句：The picture was well preserved.
例句：Salting and smoking had long been known as methods for preserving food.
additive/??d.?.t??v/
n. 添加劑
unconventional/??n.k?n?ven.??n.?l/
adj. 非常規的，不依慣例的
相關詞匯：convention（n. 習俗，常規）
搭配短語：social conventions
派生詞：conventional（adj. 循規蹈矩的，墨守成規的）
commercial/k??m??.??l/
n.（電視或電臺播放的）廣告
搭配短語：food commercials
rot/rɑ?t/
v.（使）腐爛，腐壞
例句：Candy will rot your teeth.
例句：A bruised pumpkin rots quickly.
appetizing/??p.?.ta?.z??/
adj. 開胃的
相關詞匯：appetite（n. 食欲，胃口，源自法語詞匯 appétit）
搭配短語：Bon appétit.（祝你有個好胃口。）
反義詞：unappetizing
mess/mes/
n.（尤指引不起食欲的）半干半稀的一份食物
搭配短語：a mess of soggy bread
搭配短語：a soggy mess
tagline/?t?ɡla?n/
n.（尤指廣告中的）口號，廣告詞；（笑話末尾的）妙語
近義詞：slogan（n. 標語，口號）
近義詞：punchline（n. 笑話或故事末尾的（妙語））
revolting/r??vo?l.t??/
adj. 令人作嘔的；令人厭惡的
近義詞：nauseating
例句：There's a revolting smell in the air.
英文釋義：extremely unpleasant
例句：The husband got disgustingly drunk and behaved in a revolting manner.
相關詞匯：disgustingly（adv. 極其，非常）
commission/k??m??.?n/
v. 授權（或委托）制作
搭配短語：commission sb. to do sth.
例句：He was commissioned by the publisher to translate the book.
