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您有在使用蘋果的產品嗎?iPad、iPod 還是IPhone呢?公車上、捷運上,越來越多人拿著平板電腦或是抱著手機在消磨無聊的通勤時光,您覺得擁有蘋果產品是一種時尚嗎?這是不是一種品牌迷思呢?以下這篇文章是在研究蘋果迷們崇拜的心態,讓我們一起來看看!

 

Fans of Apple products are known for their extreme devotion to the technology brand. 

But a new TV programme suggests that this desire for iPods and iPads can occasionally border on the religious. 

An MRI scan of an Apple fanatic's brain has found the same part lit up as a believer's did when they gazed upon religious imagery.

Rejoice: Apple employees cheer as the iPad 2 goes on sale. Fans of the brand have an obsession(3) bordering on the religious. Right, Moses (portrayed by Charlton Heston) holds aloft a tablet of a different kind

 

Journalist Alex Riley carried out the test for the BBC documentary Secrets Of The Superbrands, during which he also attended the opening of Apple's Covent Garden store.

 

He likened the scene to 'an evangelical prayer meeting', as staff hysterically cheered hundreds of delirious customers flooding the store, many of whom had slept outside overnight or travelled from other countries despite their being no free products or discounts on offer.

 

To understand their fervour, he commissioned a team of neuroscientists with an MRI scanner to look inside the brain of one such fan. 

 

'The results suggested that Apple was actually stimulating(4) the same parts of the brain as religious imagery does in people of faith(5),' he said.

 

During the programme, Riley also spoke to the Bishop of Buckingham, who reinforced his claims. 

 

The bishop explained that Apple stores contain a lot of religious imagery, such as stone floors, altar-like product stands and arched windows.
 

 Journalist Alex Riley carried out the test for the BBC documentary Secrets Of The Superbrands, during which he also attended the opening of Apple's Covent Garden store (above) 


 

這篇文章不算太難,只要掌握住下面幾個關鍵的單字,就可以輕鬆讀懂它,下次遇到外國朋友,就和他們好好討論您對蘋果產品的看法吧﹗

 

 

<實用單字>
1.cult(n.) 狂熱、崇拜  /  2.devotion(n.) 虔誠、忠誠  /  3. obsession (n.) 著迷  /  4. stimulating(v.) 激、促使  /  5. people of faith 人們的信仰

 

Cult(1) of Apple: Why the must-have brand triggers brain reaction 'similar to religious devotion(2)'

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