為什麼藍色塗裝給協和式客機帶來了大麻煩：英語精讀講義

On the 2nd of April 1996,

1996年4月2日，

global superstars Cindy Crawford,

國際巨星辛蒂·克勞馥、

Claudia Schiffer, and Andre Agassi

克勞蒂亞·雪佛與安德烈·阿格西

stood on the runway at Gatwick Airport,

站在蓋威克機場的跑道上，

waiting for a plane.

等待著一架飛機。

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

但他們來這裡並不是為了飛往某個充滿異國風情的目的地。

The event was the plane itself,

這場活動的主角就是這架飛機本身，

a freshly painted electric blue Concorde

一架剛漆成電光藍色的協和號客機，

emblazoned with the Pepsi logo. 用詞

醒目地印有百事可樂的標誌。

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

今天，我們要來看看90年代最大的行銷噱頭之一，

and see how something as simple as a paint job 文法

並了解僅僅是更換塗裝這麼簡單的事情，

created a serious technical issue for this supersonic airliner.

是如何給這架超音速客機造成嚴重的技術問題。

During the mid-90s,

在90年代中期，

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

百事可樂決定是時候改變他們的設計了。

There was too much red on their cans,

他們的易開罐上紅色太多了，

which clashed with their rivals, Coca-Cola. 用詞

這與他們的競爭對手可口可樂發生了衝突。

So they rebranded to a mostly blue can

因此，他們換成以藍色為主的罐子，

and needed a big campaign

並且需要一場盛大的活動

to announce this change to the world.

向全世界宣布這一變化。

And so began Project Blue. 表達脈絡

於是「藍色計畫」開始了。

They struck a deal with Air France, 片語搭配

他們與法國航空達成了一項協議，

allowing them to repaint one of the 20 Concordes

允許他們重新粉刷當時存在的

in existence at the time.

20架協和號客機中的一架。

In fact, they got one of the last Concordes

事實上，他們拿到了最後一批製造出來的

to be made, Sierra Delta.

協和號客機之一：塞拉·三角洲號 (Sierra Delta)。

This particular Concorde

這架特殊的協和號客機

was built in 1978

建於1978年，

and benefited from new construction techniques,

受益於新的建造技術，

like the use of titanium rivets,

比如使用鈦合金鉚釘，

which made it much lighter than other Concordes.

這使得它比其他協和號客機輕得多。

To this day,

至今，

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

塞拉·三角洲號仍保持著最快環球航行的紀錄，

taking 31 hours, 27 minutes,

歷時31小時27分鐘

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, 慣用語

擁有了性能最好的協和號客機後，

Pepsi set a date for their big event

百事可樂為他們的盛大活動定下了日期，

and got to work.

並開始了準備工作。

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

新的噴漆工作是秘密進行的，

at an Air France facility in Paris,

地點位於巴黎的一個法航基地，

requiring over 200 L of paint

耗費了超過200公升油漆

and thousands of man-hours to complete.

和數千個人工時才完成。

Once the last drop was dry,

塗料一乾，

they quickly wrapped the aircraft in brown paper

他們立刻用牛皮紙把飛機包裹起來，

to make sure the stunt was kept secret.

以確保這個噱頭保密。

Since the big event was in London,

由於大型活動在倫敦舉行，

they sped across the English Channel

他們連夜飛越

during the night,

英吉利海峽，

remaining undercover before being escorted 用詞

保持隱藏，隨後被直接護送

straight to a hangar at Gatwick Airport.

到蓋威克機場的一個機庫。

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

來自世界各地的記者都被邀請到這個機庫，

being told that they would see a new ad

獲知他們將看到一支新的廣告，

featuring Crawford, Schiffer, and Agassi.

由克勞馥、雪佛和阿格西出演。

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

接下來發生的是可以想像出的最具90年代風格的活動，

a futuristic light show with supermodels arriving on motorbikes.

一場充滿未來感的燈光秀，超模們騎著機車入場。

After the main ad was introduced,

主打廣告介紹完畢後，

the blue Concorde was wheeled into the dark hangar

藍色的協和號客機被推入昏暗的機庫中，

through a fog of smoke machines and strobe lights.

穿過煙霧機和頻閃燈製造的迷霧。

This event cost Pepsi around $5 million to produce,

這場活動耗費百事可樂約500萬美元，

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

成為當時史上製作成本最高的廣告。

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

但這並不是「藍色計畫」宣傳活動中唯一的噱頭。

Just a month after the Concorde unveiling,

就在協和號客機亮相僅僅一個月後，

Pepsi became the first ever company to shoot a commercial 文法

百事可樂成為了第一家在太空

in space.

拍攝商業廣告的公司。

Cosmonauts on board the Mir space station

和平號太空站上的太空人

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

帶著一個大型的新款百事可樂罐複刻品進行了太空漫步。

This ad cost Pepsi another $5 million to produce,

這支廣告又花了百事可樂500萬美元來製作，

but once the ad was finished,

但當廣告製作完成後，

Pepsi had changed the design of their can,

百事可樂更改了易開罐的設計，

and the ad was never aired.

因而這支廣告從未播出過。

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

我們在之前的Primal Space影片中

in a previous Primal Space video.

詳細介紹了這個以及其他野心勃勃的太空廣告。

After Concorde's new look was unveiled,

在協和號客機的新外觀亮相後，

Pepsi took the plane on a promotional tour,

百事可樂帶著這架飛機進行了巡迴推介，

jetting off to 10 different cities 片語動詞

飛往10個不同的城市，

across Europe and the Middle East.

橫跨歐洲和中東。

However, there was one major condition:

然而，有一個主要的前提條件：

they had to reduce the speed.

他們必須降低速度。

The typical cruising speed for a Concorde was Mach 2.04,

協和號客機的典型巡航速度為2.04馬赫，

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

但以這種速度飛行會產生巨大的熱量。

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

這部分是因為空氣流經飛機表面產生的摩擦。

With supersonic aircraft,

對於超音速飛機來說，

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

不是所有的空氣都能足夠快地被推開。

This compresses the air and creates an area of high pressure

這會壓縮空氣，形成一個高壓區

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

在機頭前方，從而使飛機發熱。

At full speed,

在全速飛行時，

the nose would get as hot as 127°

機頭的溫度會高達127度，

with the fuselage and the wings exceeding 90°.

而機身和機翼超過90度。

This would cause the aircraft to visibly expand 文法

這會導致飛機明顯膨脹，

by around 30 mm.

膨脹幅度約30公厘。

Inside the cockpit,

在駕駛艙內，

you could see this happening,

你可以看到這種現象發生，

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

飛行工程師的控制台

and the bulkhead.

和艙壁之間會裂開一條縫隙。

On some of the retired planes,

在一些退役的飛機上，

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

你實際上可以看到縫隙中塞了一頂帽子，

on the final flight,

那是在最後一次飛行中放進去的，

becoming trapped once the metal shrank again.

一旦金屬再次收縮就被卡在裡面了。

This expansion is a problem in all supersonic planes.

這種膨脹是所有超音速飛機都存在的問題。

The fastest jet ever created,

史上最快的噴射機，

the Lockheed SR-71 Blackbird,

洛克希德SR-71「黑鳥」，

was built with many small parts

在建造時使用了許多小部件，

that could each expand.

每個小部件都可以膨脹。

This would often cause the aircraft to have fuel leaks

這經常導致飛機在停機坪上停留時

while sitting on the runway.

發生燃油洩漏。

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

協和號客機的設計旨在盡可能限制表面熱量。

They used a special white paint

他們使用了一種特殊的白色塗料，

that was much more reflective than typical aircraft paint,

其反光率遠高於普通飛機塗料，

allowing it to radiate more heat.

從而輻射更多熱量。

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

噴射燃料在吸收大量表面熱量方面發揮了關鍵作用，

helping to keep the aircraft at a nominal temperature.

幫助飛機保持在額定溫度。

Even with all this protection, 表達脈絡

即便有這一切保護，

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

在正常飛行期間，機艙內的表面摸起來也會發熱。

So, with the new dark blue color scheme,

所以，在使用新的深藍色塗裝後，

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

飛行員被告知他們超過2馬赫的速度

for a maximum of 20 minutes.

只能維持最多20分鐘。

Instead, they flew at a cruising speed of Mach 1.7

相反，他們以1.7馬赫的巡航速度飛行，

for most of the flight,

在飛行的大部分時間裡，

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

在這種速度下發熱問題就不那麼嚴重了。

Sierra Delta flew with the Pepsi livery

塞拉·三角洲號塗著百事可樂的塗裝飛行了

for 2 weeks before returning to its normal service

兩週，然後恢復了正常服務，

under the traditional Air France design.

換回了傳統的法航設計。

During its short stint as a flying billboard, 慣用語

在它作為飛行廣告牌的短暫時光裡，

it visited 10 countries and completed 14 supersonic flights.

它訪問了10個國家並完成了14次超音速飛行。

The process of converting the aircraft into Pepsi colors

把這架飛機換成百事可樂塗裝的過程

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

可能讓這家公司花費了大約100萬美元，

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

據估計，百事可樂在整個「藍色計畫」活動上的預算

was over half a billion dollars.

超過了5億美元。

By the end of 1996,

到了1996年底，

Coke were making almost 50% more profit than Pepsi.

可口可樂的利潤幾乎比百事可樂高出50%。

Even going supersonic didn't make them fast enough 慣用語

即便達到超音速也沒能讓他們足夠快，

to catch the world's most popular cola.

以趕上世界上最受歡迎的可樂。

By the time Concorde ended in 2003,

到了協和號客機在2003年退役時，

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

它只不過是富人更為光鮮亮麗的出行方式，

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.

參加會議的最快方式。

Thank you very much for watching,

非常感謝大家的觀看，

and I'll see you in the next video.

我們下期影片再見。