2019.05.09

周四 Thursday

dystopia /d?s't??p??/?

n. 反烏托邦

圖片來源：視覺中國

Are?you an Aries, a Libra, or a Pepsi?
你是白羊座、天秤座還是百事可樂座?

In the newest progression towards full-scale late capitalist?dystopia, Pepsi is planning to turn the night sky into its very own billboard.?
百事可樂計(jì)劃將夜空變成自己的廣告牌，這是該公司邁向全面晚期資本主義反烏托邦的最新進(jìn)展。

The soda company is partnering with Russian company Startrocket that will launch a gaggle of mini-satellites into space that will project advertisements on a temporary basis, resembling some kind of hideous new constellation.?
這家碳酸飲料公司正在與俄羅斯公司Startrocket合作，后者將向太空發(fā)射一組吱吱作響的微型衛(wèi)星，這些衛(wèi)星將臨時(shí)投放廣告，就像個(gè)丑陋的新星座。

Pepsi Russia is planning for the first advertisement to focus on energy drink Adrenaline Rush, and is apparently trying to mask the gimmick as some kind of PSA by proclaiming that the ad campaign will speak out against stereotypes and prejudices directed at a truly marginalized class: gamers.
百事俄羅斯公司(Pepsi Russia)正計(jì)劃推出首個(gè)專注于能量飲料腎上腺素激增的廣告。該公司宣稱，廣告宣傳活動(dòng)將公開反對(duì)針對(duì)真正邊緣化群體——游戲玩家——的刻板印象和偏見，顯然是在試圖掩蓋這個(gè)噱頭，把它做成某種公益廣告。

Despite the general consensus that Pepsi creating its very own star sign is a terrible idea, a Startrocket representative attempted to justify the project as some form of positive progress:?
盡管人們普遍認(rèn)為百事搞個(gè)自己的星座是個(gè)糟糕的主意，但Startrocket的一位代表試圖用某些積極進(jìn)展來為該項(xiàng)目正名:

“We are ruled by brands and events... the economy is the blood system of society. Entertainment and advertising are at its heart,” Vlad Sitnikov told Futurism magazine.?
Vlad Sitnikov對(duì)《未來主義》雜志說道：“我們受品牌和事件的支配……經(jīng)濟(jì)是社會(huì)的血液系統(tǒng)。娛樂和廣告是它的核心。

It’s unclear if the new constellation will be visible in cities like New York or London where light pollution means stars are not visible, so residents of those metropolises may have to plan a camping trip to sleep out under the Big Pepsi Logo, when it goes live in 2021.
目前還不清楚這個(gè)新星座是否會(huì)出現(xiàn)在紐約或倫敦等城市，因?yàn)檫@些城市的光污染意味著看不到星星，所以當(dāng)2021年啟用時(shí)，這些大城市的居民可能不得不計(jì)劃一次露營之旅，睡在的大大的百事可樂標(biāo)志下。

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今日詞匯

dystopia?/d?s't??p??/?

n. 反烏托邦

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它的反義詞你一定不陌生——utopia n.烏托邦（理想中美好的社會(huì)）。

所謂“反面烏托邦”(dystopia)，簡言之就是一個(gè)不美好的未來世界。反面烏托邦文學(xué)，產(chǎn)生于20世紀(jì)這樣一個(gè)充滿著信仰危機(jī)的時(shí)代。

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