为什么蓝色涂装给协和式飞机带来了大麻烦：英语精读讲义

On the 2nd of April 1996,

1996年4月2日，

global superstars Cindy Crawford,

国际巨星辛迪·克劳馥、

Claudia Schiffer, and Andre Agassi

克劳迪娅·希弗和安德烈·阿加西

stood on the runway at Gatwick Airport,

站在盖特威克机场的跑道上，

waiting for a plane.

等待着一架飞机。

But they weren't there to fly to some exotic destination.

但他们来这里并不是为了飞往某个充满异国情调的目的地。

The event was the plane itself,

这场活动的主角就是这架飞机本身，

a freshly painted electric blue Concorde

一架刚漆成电光蓝色的协和式客机，

emblazoned with the Pepsi logo. 用詞

醒目地印有百事可乐的标志。

Today, we're going to look at one of the biggest marketing stunts of the '90s 短語搭配

今天，我们要来看看90年代最大的营销噱头之一，

and see how something as simple as a paint job 語法

并了解仅仅是更换涂装这么简单的事情，

created a serious technical issue for this supersonic airliner.

是如何给这架超音速客机造成严重的技术问题的。

During the mid-90s,

在90年代中期，

Pepsi had decided it was time to change their design. 語法

百事可乐决定是时候改变他们的设计了。

There was too much red on their cans,

他们的易拉罐上红色太多了，

which clashed with their rivals, Coca-Cola. 用詞

这与他们的竞争对手可口可乐发生了冲突。

So they rebranded to a mostly blue can

因此，他们换成以蓝色为主的罐子，

and needed a big campaign

并且需要一场盛大的活动

to announce this change to the world.

向全世界宣布这一变化。

And so began Project Blue. 表達脈絡

于是“蓝色计划”开始了。

They struck a deal with Air France, 短語搭配

他们与法国航空达成了一项协议，

allowing them to repaint one of the 20 Concordes

允许他们重新粉刷当时存在的

in existence at the time.

20架协和客机中的一架。

In fact, they got one of the last Concordes

事实上，他们拿到了最后一批制造出来的

to be made, Sierra Delta.

协和客机之一：塞拉·三角洲号 (Sierra Delta)。

This particular Concorde

这架特殊的协和客机

was built in 1978

建于1978年，

and benefited from new construction techniques,

受益于新的建造技术，

like the use of titanium rivets,

比如使用钛合金铆钉，

which made it much lighter than other Concordes.

这使得它比其他协和客机轻得多。

To this day,

至今，

Sierra Delta holds the record for the fastest circumnavigation of the globe, 短語搭配

塞拉·三角洲号仍保持着最快环球航行的记录，

taking 31 hours, 27 minutes,

历时31小时27分钟

and 49 seconds, including six stops for fuel.

零49秒，其中包括六次停站加油。

With the most capable Concorde at their disposal, 習語

拥有了性能最好的协和客机后，

Pepsi set a date for their big event

百事可乐为他们的盛大活动定下了日期，

and got to work.

并开始了准备工作。

The new paint job was carried out in secrecy 短語動詞

新的喷漆工作是秘密进行的，

at an Air France facility in Paris,

地点位于巴黎的一个法航基地，

requiring over 200 L of paint

耗费了超过200升油漆

and thousands of man-hours to complete.

和数千个人工时才完成。

Once the last drop was dry,

最后一滴油漆刚干，

they quickly wrapped the aircraft in brown paper

他们立刻用牛皮纸把飞机包裹起来，

to make sure the stunt was kept secret.

以确保这个噱头保密。

Since the big event was in London,

由于大型活动在伦敦举行，

they sped across the English Channel

他们连夜飞越

during the night,

英吉利海峡，

remaining undercover before being escorted 用詞

保持隐藏，随后被直接护送

straight to a hangar at Gatwick Airport.

到盖特威克机场的一个机库。

Journalists from all over the world had been invited to the hangar,

来自世界各地的记者都被邀请到这个机库，

being told that they would see a new ad

获知他们将看到一支新的广告，

featuring Crawford, Schiffer, and Agassi.

由克劳馥、希弗和阿加西出演。

What followed was the most '90s event imaginable, 表達脈絡

接下来发生的是可以想象出的最具90年代风格的活动，

a futuristic light show with supermodels arriving on motorbikes.

一场充满未来感的灯光秀，超模们骑着摩托车入场。

After the main ad was introduced,

主打广告介绍完毕后，

the blue Concorde was wheeled into the dark hangar

蓝色的协和客机被推入昏暗的机库中，

through a fog of smoke machines and strobe lights.

穿过烟雾机和频闪灯制造的迷雾。

This event cost Pepsi around $5 million to produce,

这场活动耗费百事可乐约500万美元，

making it the most expensive ad ever made at the time. 語法

成为当时史上制作成本最高的广告。

But this wasn't the only publicity stunt in the Project Blue campaign.

但这并不是“蓝色计划”宣传活动中唯一的噱头。

Just a month after the Concorde unveiling,

就在协和客机亮相仅仅一个月后，

Pepsi became the first ever company to shoot a commercial 語法

百事可乐成为了第一家在太空

in space.

拍摄商业广告的公司。

Cosmonauts on board the Mir space station

和平号空间站上的宇航员

took a large replica of the new Pepsi can on a spacewalk.

带着一个大型的新款百事可乐罐复刻品进行了太空行走。

This ad cost Pepsi another $5 million to produce,

这支广告又花了百事可乐500万美元来制作，

but once the ad was finished,

但当广告制作完成后，

Pepsi had changed the design of their can,

百事可乐更改了易拉罐的设计，

and the ad was never aired.

因而这支广告从未播出过。

We go into this and other ambitious space adverts 短語動詞

我们在之前的Primal Space视频中

in a previous Primal Space video.

详细介绍了这个以及其他野心勃勃的太空广告。

After Concorde's new look was unveiled,

在协和客机的新外观亮相后，

Pepsi took the plane on a promotional tour,

百事可乐带着这架飞机进行了巡回推介，

jetting off to 10 different cities 短語動詞

飞往10个不同的城市，

across Europe and the Middle East.

横跨欧洲和中东。

However, there was one major condition:

然而，有一个主要的前提条件：

they had to reduce the speed.

他们必须降低速度。

The typical cruising speed for a Concorde was Mach 2.04,

协和客机的典型巡航速度为2.04马赫，

but flying at this speed generated a huge amount of heat.

但以这种速度飞行会产生巨大的热量。

This was partly due to the friction of the air passing over the surface of the aircraft.

这部分是因为空气流经飞机表面产生的摩擦。

With supersonic aircraft,

对于超音速飞机来说，

not all the air can move out of the way fast enough. 短語搭配

不是所有的空气都能足够快地被推开。

This compresses the air and creates an area of high pressure

这会压缩空气，形成一个高压区

in front of the nose, which heats up the plane.

在机头前方，从而使飞机发热。

At full speed,

在全速飞行时，

the nose would get as hot as 127°

机头的温度会高达127度，

with the fuselage and the wings exceeding 90°.

而机身和机翼超过90度。

This would cause the aircraft to visibly expand 語法

这会导致飞机明显膨胀，

by around 30 mm.

膨胀幅度约30毫米。

Inside the cockpit,

在驾驶舱内，

you could see this happening,

你可以看到这种现象发生，

and a gap would open up between the flight engineer's console

飞行工程师的控制台

and the bulkhead.

和舱壁之间会裂开一条缝隙。

On some of the retired planes,

在一些退役的飞机上，

you can actually see a cap that was placed in the gap

你实际上可以看到缝隙中塞了一个帽子，

on the final flight,

那是在最后一次飞行中放进去的，

becoming trapped once the metal shrank again.

一旦金属再次收缩就被卡在里面了。

This expansion is a problem in all supersonic planes.

这种膨胀是所有超音速飞机都存在的问题。

The fastest jet ever created,

史上最快的喷气式飞机，

the Lockheed SR-71 Blackbird,

洛克希德SR-71“黑鸟”，

was built with many small parts

在建造时使用了许多小部件，

that could each expand.

每个小部件都可以膨胀。

This would often cause the aircraft to have fuel leaks

这经常导致飞机在停机坪上停留时

while sitting on the runway.

发生燃油泄漏。

Concorde was designed to limit surface heat as much as possible.

协和客机的设计旨在尽可能限制表面热量。

They used a special white paint

他们使用了一种特殊的白色涂料，

that was much more reflective than typical aircraft paint,

其反光率远高于普通飞机涂料，

allowing it to radiate more heat.

从而辐射更多热量。

The jet fuel played a key role in absorbing a lot of the surface heat, 短語搭配

喷气燃料在吸收大量表面热量方面发挥了关键作用，

helping to keep the aircraft at a nominal temperature.

帮助飞机保持在额定温度。

Even with all this protection, 表達脈絡

即便有这一切保护，

surfaces inside the cabin became warm to the touch during a normal flight. 短語搭配

在正常飞行期间，机舱内的表面摸起来也会发热。

So, with the new dark blue color scheme,

所以，在使用新的深蓝色涂装后，

the pilots were told that they could only pass Mach 2 用詞

飞行员被告知他们超过2马赫的速度

for a maximum of 20 minutes.

只能维持最多20分钟。

Instead, they flew at a cruising speed of Mach 1.7

相反，他们以1.7马赫的巡航速度飞行，

for most of the flight,

在飞行的大部分时间里，

where the heating was less of an issue. 短語搭配

在这种速度下发热问题就不那么严重了。

Sierra Delta flew with the Pepsi livery

塞拉·三角洲号涂着百事可乐的涂装飞行了

for 2 weeks before returning to its normal service

两周，然后恢复了正常服务，

under the traditional Air France design.

换回了传统的法航设计。

During its short stint as a flying billboard, 習語

在它作为飞行广告牌的短暂时光里，

it visited 10 countries and completed 14 supersonic flights.

它访问了10个国家并完成了14次超音速飞行。

The process of converting the aircraft into Pepsi colors

把这架飞机换成百事可乐涂装的过程

likely set the company back around $1 million, 短語動詞

可能让这家公司花费了大约100万美元，

and it's estimated that Pepsi's budget for the entire Project Blue campaign 語法

据估计，百事可乐在整个“蓝色计划”活动上的预算

was over half a billion dollars.

超过了5亿美元。

By the end of 1996,

到了1996年底，

Coke were making almost 50% more profit than Pepsi.

可口可乐的利润几乎比百事可乐高出50%。

Even going supersonic didn't make them fast enough 習語

即便达到超音速也没能让他们足够快，

to catch the world's most popular cola.

以赶上世界上最受欢迎的可乐。

By the time Concorde ended in 2003,

到了协和客机在2003年退役时，

it was simply a more glamorous way for the wealthy to travel

它只不过是富人更为光鲜亮丽的出行方式，

and the quickest way for business people

也是商界人士前往世界另一端

to get to their meetings on the other side of the world.

参加会议的最快方式。

Thank you very much for watching,

非常感谢大家的观看，

and I'll see you in the next video.

我们下期视频再见。