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Imagine you're the mayor of a small, rural town. Over the years the houses have become empty as people move to the city for employment. An earthquake 50 years ago caused terrible damage and forced more families to leave their homes.想象一下，你是一座偏远小镇的市长。多年来，随着人们为了工作迁往城市，镇上的房屋逐渐空置。而且在五十年前，一场地震造成了严重破坏，迫使更多家庭离开家园。And you find yourself facing the possibility of living in a ghost town but in a most beautiful area. We look at the strategy that one local council used to reverse their decline. So where are we, Jackie? On the Italian island of Sicily in a small town called Sambuca.于是你发现自己正面临着一个可能——生活在一座风景优美却濒临“鬼城”的地方。我们来看一个地方政府是如何扭转这种衰退的。那么，我们现在在哪儿呢，杰基？在意大利西西里岛，一个名叫桑布卡（Sambuca）的小镇。Sounds great. So what was Sambuca like in the past then? Very different, Richard. It was a bustling town of about 9,000 people.听起来不错。那么，桑布卡过去是什么样的呢？完全不一样，理查德。那时它是一个热闹的城镇，约有九千名居民。It was, well, and still is, on the top of a hill. And it's in a nature reserve about an hour's drive from the capital. Right, OK.它坐落在一座山顶上，现在依然如此。小镇位于一个自然保护区内，距离首都大约一个小时车程。好的，明白了。So what happened? Basically, Richard, farming practices changed. And following the industrialisation of the agricultural sector, farm workers simply left. So they didn't need so many farm workers.那么后来发生了什么？基本上，理查德，是农业方式发生了变化。随着农业产业化的发展，农场工人不再被需要，因此纷纷离开了。They all left to the city to find jobs then. Yeah, I mean, there's just no human labour needed in the fields anymore. And that left the mayor and his deputy needing to decide what to do.他们都去了城市找工作。是的，因为农田里再也不需要人工劳作了。于是市长和副市长不得不面对一个问题——该怎么办。Exactly, with only about 5,000 people now. So what they decided to do was to sell the homes that the council owned because they wanted people to buy the homes and do them up, live in them and then provide a community once more. Actually, they had an interesting marketing strategy.没错，如今镇上只剩约五千人。所以他们决定出售镇政府名下的房屋，希望吸引人们购买、修缮、居住，从而重建一个社区。事实上，他们采用了一种非常有趣的营销策略。They wanted to sell the houses, but they also wanted to attract media attention. So they decided to advertise the homes for €1 each. €1.他们不仅想卖房子，还想吸引媒体关注。于是，他们决定以每套1欧元的价格对外宣传这些房屋。1欧元！So you can imagine, right, huge reaction and interest from around the world. And just a few weeks after the announcement, the council received almost 100,000 emails. Right, OK, but I still can't believe all these houses were for sale for just €1.你可以想象，来自世界各地的反响有多大。公告发布仅几周后，镇政府就收到了近十万封电子邮件。好的，但我还是难以相信这些房子真的只卖1欧元。They'd all be gone now, surely. Actually, it was an auction. The houses did indeed start at €1, Richard, but of course if there was competition, the price went up.这些房子现在肯定早就卖光了吧？其实并不是——那是一场拍卖。房价确实从1欧元起拍，理查德，但当然，如果有人竞争，价格就会上涨。So was it a success then? Was it a successful initiative? Well, five months after the scheme was advertised, the mayor announced the sale of the first 16 houses. The cheapest went for €1,000, so still very cheap. Very cheap.那么这个计划成功了吗？是一次成功的尝试吗？在计划公布五个月后，市长宣布首批16套房屋售出。最便宜的一套卖了1000欧元，依然非常便宜。非常便宜。The most expensive for €25,000. So what's the latest then, Jackie? What's happening now? Well, I've had a look at the Sambuca council site, Richard, and it looks like there are another 44 houses up for sale right now and people are bidding for them. And some of them still only have €1 bids on and some of them have higher bids on.最贵的一套卖了2万5千欧元。那么，杰基，现在最新的情况如何？我看了桑布卡镇政府的网站，理查德，目前又有44套房屋在出售，正在接受竞标。其中一些仍然只有1欧元的出价，而有些已经更高了。And do you know who's bought these houses? It's a whole mixture of people. Among the new owners are British, Russian, Chilean,Israelifamilies. Wow.你知道是谁买下这些房子的吗？买家可谓五花八门——包括英国人、俄罗斯人、智利人和以色列家庭。哇！So then from a business perspective then, it sounds like it's been quite successful. Yeah, I mean the mayor, he said we did not expect it to be so successful. What, selling houses for €1? Yeah, but I mean it's still a remote area of Europe, Richard, and the houses still need to be worked on.从商业角度来看，这似乎相当成功。是的，市长也说他们没想到会这么成功。卖1欧元的房子还能这么火？没错，但毕竟这里仍是欧洲的偏远地区，这些房子还需要修缮。These aren't houses you can just move into. They need to be rehabilitated. So this sounds great for the mayor, but what about the locals? What do they think about this? Well, interesting question, Richard.这些房子不是买来就能直接入住的，必须整修。因此，这对市长来说听起来很好，但当地居民怎么看呢？这是个有趣的问题，理查德。Many have feared that Sambuca will fall into decline, like many towns in southern Italy. So if the scheme prevents that from happening, I think they're willing to accept their new neighbours. It's certainly an interesting survival strategy.许多人担心桑布卡会像意大利南部的其他小镇一样继续衰落。因此，如果这个计划能阻止那种命运，他们愿意接受这些新邻居。这确实是一种有趣的生存策略。We'll just have to wait and see what happens.我们只能拭目以待，看看结果如何。

In the UK, over 3 million people are vegetarian. That's 7% of the population. And in addition to that, a further 600,000 people, less than 2% of the population, are vegan.在英国，有超过三百万人是素食者，占全国人口的7%。除此之外，还有大约六十万人（不到2%）是纯素食者。Yeah, now 600,000 is not a lot of people, but it's 4 more, 4 times more than in 2014. And half of these made the change just last year. In addition, a third of all Brits are reducing the amount of meat they eat.是的，六十万人并不是很多，但比2014年多了四倍。而且，其中一半人是在去年才改成纯素的。另外，三分之一的英国人正在减少他们吃肉的量。Yes, and actually it's even predicted that vegans and vegetarians will make up a quarter of the British population by 2025. So, without doubt, this is a new and fast-growing area. We're looking at how UK companies are responding.没错，事实上，有预测认为到2025年，素食者和纯素食者将占英国人口的四分之一。因此，这无疑是一个新兴且增长迅速的领域。我们来看看英国的企业是如何应对的。Now, Richard, tell us about Gregg's the Bakers. Yes, it's the largest bakery in the UK and this year in January they launched their first vegan sausage roll. As a result of that single sausage roll, profits leapt more than 50% to £40 million in the first six months of 2019.那么，理查德，请你谈谈英国最大的连锁面包店——Gregg’s。是的，它是英国最大的面包连锁店，今年一月他们推出了第一款纯素香肠卷。结果仅凭这一款产品，公司在2019年上半年的利润就激增了50%以上，达到四千万英镑。I have to say, vegan and sausage roll, it sounds a bit strange to me, Richard. Yes, it does sound a bit strange, but it's obviously very tasty as it's now one of Gregg's five bestsellers. Wow! And for them, of course, veganism is great for business.我得说，纯素和香肠卷放在一起听起来有点怪，理查德。是啊，听起来确实有点奇怪，但显然味道很好，因为它现在是Gregg’s销量前五的产品之一。哇！对他们来说，纯素主义简直成了生意上的福音。But the marketing strategy also meant an increase in their other products, so its shares have also doubled in value over the past year. Yes, because people are going in to buy the vegan sausage roll and buying other things at the same time. So Gregg's is a good example of a company embracing veganism and profiting from that.而且，这种市场策略也带动了他们其他产品的销量，所以过去一年公司股价翻了一倍。是的，因为顾客去买纯素香肠卷时，也顺便买了别的东西。所以Gregg’s是一个很好的例子，说明企业拥抱纯素潮流也能从中获利。But it's not just the food industry, is it, that's riding the vegan wave? No, no. Another British company, Dr Martens, often called Doc Martens, isn't it? It's famous for its boots and shoes. Now they've been going in and out of fashion, what, since the 1960s? Don't tell me, Jackie, they've got a vegan boot.不过，乘着纯素潮流的不仅仅是食品业，对吧？没错，还有另一家英国公司——马汀博士（Dr. Martens），也叫Doc Martens，它以靴子和鞋子闻名。从上世纪六十年代起，它的鞋子时尚与否几经起伏。别告诉我，杰基，他们现在也出纯素靴子了？Yes, the company launched a vegan range of boots. Now this was back in 2011, actually, but it was this year that profits surged by 70% and online sales also rose by two-thirds to £72.7 million. And this accounts for 16% of the total revenues for the company.是的，这家公司在2011年就推出了纯素系列靴子。不过，今年它的利润猛增了70%，线上销售额也增长了三分之二，达到7270万英镑，占公司总收入的16%。Right, Jackie, what makes their boots vegan then? Well, you're not going to eat them, but they have replaced the leather uppers with a combination of polyester fabric and polyurethane. So you're basically telling me they're making plastic boots. It does seem a bit odd to exchange leather for plastic.好的，杰基，那他们的靴子怎么叫“纯素”呢？嗯，当然不是给人吃的，只是他们把皮革鞋面换成了聚酯纤维和聚氨酯的组合。也就是说，他们其实在做塑料靴子？是的，用塑料取代皮革确实有点奇怪。I mean, they may not be made out of animals, but plastic is hardly an ecological alternative. Again, it's the marketing, isn't it? Yes, it's interesting that these companies use the term vegan. But of course, we're talking about clothes.我的意思是，虽然这些靴子不是动物制品，但塑料显然也谈不上环保。又是营销手法，对吧？是的，这些公司使用“纯素”这个词很有意思。但别忘了，我们讨论的是衣物，不是食物。We're not talking about things that the customers are eating, is it? But it's the brand, isn't it, Richard? Because not that long ago, synthetic leather, it was considered fake. It was considered a product for people who couldn't afford the real thing. But now the brand, the marketing, it's making all the difference.我们不是在谈顾客吃的东西，对吧？但这关键在于品牌，不是吗，理查德？因为就在不久前，合成皮还被认为是“假货”，是买不起真皮的人才会买的产品。但如今，品牌与营销改变了一切。Yes, anything animal-free and it's flying off the shelves. Yeah, yeah. My question is this, Richard.是的，只要打上“无动物成分”的标签，产品就会被抢购一空。没错，没错。不过理查德，我有个问题。People become vegans for their health, for the animals and for the environment. But the reason companies are embracing the term and design vegan-labeled products, I think is a little bit more questionable. They're just after the cash, aren't they? Of course.人们选择纯素，是为了健康、动物和环境。但企业热衷推出纯素产品、打上“纯素”标签的动机，我觉得就值得怀疑了——他们只是为了赚钱，对吧？当然。Because at the end of the day, if you want to be eco-friendly, ethical, more sustainable, you just need to consume fewer items. Yeah, buy less. But that's hardly something that businesses want to hear.毕竟，如果真想做到环保、道德、可持续，其实只需要少消费。是的，少买点东西。但这显然不是企业愿意听到的话。

Very recently, a restaurant in Manchester, in the north-west of England, won the city's first Michelin star in 40 years. We talk about the Michelin Guide and the effect of winning one of its prestigious stars. Yes, because this restaurant, Mana it's called, opened less than a year ago.最近，位于英格兰西北部的曼彻斯特有一家餐厅获得了该市四十年来的第一颗米其林星。我们今天要谈的，就是米其林指南以及获得这一权威星级后的影响。是的，这家名为 Mana 的餐厅开业还不到一年。And as soon as it was awarded the star, it became fully booked for months ahead, well into the next year. Yeah, and good news also for Manchester, Richard. Once a restaurant in a town gets given a star, it elevates not just the restaurant's profile but that of the city too.一旦获得米其林星级，这家餐厅立刻变得一位难求，订位排到了好几个月之后，甚至延续到下一年。是啊，Richard，这对曼彻斯特来说也是个好消息。因为一旦一座城市有餐厅获得米其林星，不仅餐厅的声誉得到提升，整个城市的形象也会随之提高。I mean, quite simply, people want to come to a place which has a Michelin-starred restaurant. Yeah, so it all seems a very positive thing, doesn't it? The most Michelin-starred chef, who was French, he claimed that the stars were financially transformative. Yes, indeed, because I think he said with one Michelin star you can get about 20% more business.很简单，人们总是想去有米其林星级餐厅的地方。是啊，这听起来一切都很正面，不是吗？拥有最多米其林星星的那位法国厨师就曾说过，米其林星对餐厅的经济效益有“颠覆性的作用”。没错，他说获得一颗星后，生意可以增长大约20%。Two stars, 40% more business, and with three stars you'll do twice as much business. That's 100% improvement. So you'd think then all restaurants would want to get at least star, but that is not necessarily the case.拿到两颗星，生意增长40%；而三颗星的餐厅，营业额可以翻倍，也就是提升100%。听起来每家餐厅都该梦想至少拿到一颗星，但事实并非如此。Gaining a star, surely that can only be a positive thing. Actually some restaurants return their stars and don't actually want to be in the Guide. That sounds very odd.获得米其林星，照理说应该是件好事吧？但实际上，有些餐厅选择“退星”，甚至不想再出现在米其林指南里。这听起来相当奇怪。Why would they do that? Two main reasons, right? One is undesirable customer expectations. Ah, OK. The customers expect too much, do they? Well, as soon as you become a Michelin-starred restaurant, then customers have... they expect a certain style of food and formal dining.他们为什么要这么做呢？主要有两个原因。第一个是顾客的期望变得“难以招架”。哦？是顾客期望太高了吗？没错，一旦餐厅获得米其林星，顾客便会期待一种特定风格的菜肴和正式的用餐体验。So restaurants that, especially those that serve very, very good but perhaps more simple food, they start to get loads of complaints from customers. Ah, the pressure. The pressure's really on, isn't it? For example, there was one chef, she had a restaurant in a garden centre and she said it changed the atmosphere.于是，那些原本提供非常美味但较为简朴菜肴的餐厅，就会突然收到一堆顾客投诉。啊，这压力确实不小，对吧？例如有一位女厨师，她的餐厅开在一个花园中心里，她说获得星级后，整个餐厅的氛围都变了。Instead of people coming in and being surprised how good the food was, they came expecting something very special and they complained, for example, that there wasn't tablecloths on the wooden tables. They didn't like the rustic feel, they wanted something posher, did they? Yeah. The other thing is that the chefs are overwhelmed by the response.以前，顾客走进来时往往惊喜于食物的美味；但现在，他们带着极高的期望而来，然后抱怨木桌上没有铺桌布。原本的乡村风格不再被欣赏，他们反而希望环境更华丽。是的。另一方面，厨师们也被这种反应压得喘不过气来。You talked about that restaurant in Manchester, completely full up. And then the thing is, Richard, you've got this star. Any minute now, any day, without anybody knowing, a judge can come into your restaurant and decide whether or not you should keep that star or not.你刚提到曼彻斯特那家餐厅——订位已经排满。而问题在于，Richard，一旦你有了这颗星，任何时候、任何一天，米其林评审员都可能悄悄走进你的餐厅，决定你是否还能保住这颗星。So the pressure on the chefs to maintain that star is enormous. And if you lose that star... If you lose a star, you can actually have fewer customers than before. People think it's gone downhill.因此，厨师们为了维持这颗星所承受的压力极大。而一旦失去了星级……顾客甚至可能比以前还少，因为人们会认为餐厅“变差了”。Now, an example of this, a restaurant in Dublin, right, lost its star and as a result, profits declined by 76% and eventually the restaurant was forced to close. Oh dear. So it's a double-edged sword, really.比如，有一家位于都柏林的餐厅在失去米其林星后，利润下滑了76%，最终被迫关门。真糟糕。看来这真是一把双刃剑啊。So perhaps, Richard, you won't be surprised to hear that in fact, a few years ago, a celebrated French chef wanted to lose one of his three stars. But surely that is the industry's highest accolade. That's the right, the top.所以，Richard，也许你不会惊讶地听到，其实几年前有一位著名的法国厨师，主动要求摘掉他三颗星中的一颗。可那可是厨师界的最高荣誉啊。没错，顶级的象征。He said he wanted to be allowed to cook excellent food, but away from the frenzy of star ratings and the anxiety over Michelin's anonymous food judges, it just wasn't worth the stress. It's interesting then, isn't it, that becoming the best in the business is one thing, but maintaining that is even more demanding.他说，他只想专注于烹饪美食，而不想再被星级排名的狂热和对匿名米其林评审的焦虑所折磨。这种压力，根本不值得。真是有趣——成为业界最优秀的人是一回事，但要持续保持在那个位置，却更艰难。

Sawflies are named after the saw-like organ used by the females to lay eggs in plants. The insects want to avoid killing the plants, which provide food for their larvae.锯蜂以它身上一种像锯子一样的器官命名，雌性锯蜂会用这个锯状器官在植物内部产卵。这种昆虫会尽量避免杀死植物，因为植物可以为它们的幼虫提供食物。The researchers discovered that small serrations on the sawfly's teeth worked with larger protrusions to create a selective cutting action, allowing them to avoid cutting internal structures carrying water and nutrients. The team scaled up the mechanism and tested it on material mimicking human tissue.研究人员发现，锯蜂牙齿上较小的锯齿状突起和较大的突起物共同作用，从而创造出了一种具有选择性的切割动作，这种动作让锯蜂能够避免切断植物中含有水分和养分的内部结构。研究团队按比例放大了这一构造机制，然后在模拟了人体组织的材料上对其进行了测试。Although more work is needed, they think there's potential for a surgical instrument based on this natural mechanism, which could instinctively avoid critical tissues whilst cutting.虽然尚有更多工作需要完成，但研究人员认为也许能够发明出一种基于这种自然机制的外科手术器械，这种器械可以在切割时本能地避开关键组织。

When you hear the word 'carnivore', do you think of lions and bears and sharks, or humans? Steak for breakfast, chicken breasts for lunch and salmon and lamb for dinner. No veg and no carbs. This is just a typical day for someone on the carnivore diet. It's a meal plan that only allows meat, poultry, eggs, fish, seafood, dairy products and water. It's animal-based opposed to plant-based. But why are some people following this diet? And what do nutritionists think about it?当你听到“食肉者”这个词时，你会想到狮子、熊和鲨鱼，还是人类？早餐是牛排，午餐是鸡胸肉，晚餐是三文鱼和羊肉——没有蔬菜，也没有碳水化合物。这就是一个典型的“食肉饮食”者的一天。这种饮食方式只允许食用肉类、禽类、鸡蛋、鱼类、海鲜、乳制品和水——完全以动物性食物为主，与植物性饮食截然相反。但问题是，为什么会有人选择这种饮食方式？而营养学家对此又怎么看？The carnivore diet is a type of ketogenic diet. Normally the body uses glucose from carbohydrates as energy, but when there's a lack of this, the liver breaks fat down into ketones. This essentially means the body can fuel itself using fat instead of sugar. Followers of the diet may experience weight loss, especially early on. One reason for this is that protein is highly satiating, so you consume fewer calories. On top of this, cutting out sugary snacks and fizzy drinks has significant health benefits, and when our carb intake is reduced, our stored water levels fall, again helping to reduce weight.食肉饮食其实是一种生酮饮食。通常，人体会利用来自碳水化合物的葡萄糖作为能量来源，但当缺乏碳水化合物时，肝脏就会将脂肪分解为酮体。这意味着身体可以用脂肪代替糖来提供能量。遵循这种饮食的人通常在初期会出现体重下降，这部分是因为蛋白质具有很强的饱腹感，从而减少总热量摄入。除此之外，戒掉含糖零食和碳酸饮料本身就有益健康，而当碳水摄入减少时，身体储存的水分也会随之减少，从而进一步帮助减重。Nevertheless, the carnivore diet can't be described as 'balanced' by any stretch, according to health experts. In fact, the British Heart Foundation strongly opposes it, saying there is no scientific evidence that it helps weight loss in the long term, and it's lacking in essential nutrients. They say extreme diets which are low in fibre and high in fat can increase the risk of heart attacks and strokes. Saturated fat increases levels of LDL cholesterol and processed meat is high in salt which can raise blood pressure. Fibre, they say, is necessary andcounteracts all these issues, but it can only be found in 'banned foods' of the carnivore diet – fruits, vegetables, seeds, legumes and wholegrains, for example.然而，健康专家指出，食肉饮食无论如何都不能称作“均衡”。事实上，英国心脏基金会（British Heart Foundation）强烈反对这种饮食方式，认为没有科学证据表明它能长期有效减重，而且缺乏必需营养素。他们警告说，这种高脂肪、低纤维的极端饮食可能增加心脏病发作和中风的风险。饱和脂肪会提高“坏胆固醇”（LDL）的水平，而加工肉类中含有大量盐分，会升高血压。专家还指出，膳食纤维对人体是必需的，它能抵消这些风险，但纤维主要存在于食肉饮食所“禁止”的食物中——例如水果、蔬菜、种子、豆类和全谷物。On social media you'll find plenty of people showing off their muscles and claiming their brain is working better than ever after weeks of fat and eggs and butter. Influencer Paul Saladino was an advocate of the carnivore diet until he started experiencing some persistent unpleasant symptoms. Speaking on a health and fitness podcast, he recounted heart palpitations, muscle cramps and sleep disturbances. He researched the diet more and concluded it was detrimental to his health and probably "not a great thing for most humans".在社交媒体上，你会看到很多人炫耀自己的肌肉，并声称在连续几周只吃脂肪、鸡蛋和黄油之后，大脑运转比以往更好。网红Paul Saladino曾是食肉饮食的倡导者，但后来他开始出现一些持续的不适症状。在一次健康与健身播客中，他提到自己经历了心悸、肌肉痉挛和睡眠障碍。经过进一步研究后，他得出结论：这种饮食对健康有害，可能“并不适合大多数人”。Most experts recommend balance, such as the Mediterranean diet, which is full of fruits, vegetables, wholegrains and seeds – it even includes meat, fish and eggs – but everything in moderation.大多数专家仍然推荐“均衡饮食”，比如地中海饮食。这种饮食富含水果、蔬菜、全谷物和种子，也包含肉类、鱼类和鸡蛋——但一切都讲究“适量”。

Sporting events and organisations have long looked to sponsorship for a way of surviving. For many, without financial support of sponsors, they simply wouldn't be able to compete. We're talking about one particular area of concern in sponsorship.体育赛事和组织长期以来都依靠赞助来维持生存。对许多赛事而言，如果没有赞助商的资金支持，他们根本无法继续竞争。我们今天要谈的是赞助领域中的一个特别值得关注的问题。Yeah, now we both remember, Richard, the dominance of tobacco companies sponsoring major events, especially things like Formula One. Yes, the Marlborough McLaren cars, for instance. Yeah.是的，Richard，我们都还记得，以前烟草公司主导了大型赛事的赞助，尤其是像一级方程式赛车这样的赛事。没错，比如万宝路赞助的迈凯伦车队。Now, that's not allowed anymore. But there's a new industry taking over, isn't there? And that is gambling and betting. Betting companies take £14.4 billion from punters every year.如今，烟草赞助已经被禁止了。但现在有一个新的行业正在接手，不是吗？那就是博彩业。博彩公司每年从赌客那里获得高达144亿英镑的收入。In the UK. Yes, that is equal to about £200 from every man, woman and child. It's a huge amount.在英国，这相当于全国每个男人、女人和孩子各贡献了约200英镑。这是一个庞大的数字。Yeah. So why has this happened? How has it happened? And is it really such a bad thing? Well, I suppose it really, it goes back to 2005 and the government of the day then passed the Act and this dramatically relaxed many of the old restrictions. And as soon as they did that, the difference was just incredible.是啊，那为什么会出现这种情况？这是怎么发生的？真的有那么糟糕吗？嗯，我想这要追溯到2005年。当时的政府通过了一项法案，大幅放宽了旧有的限制。一旦法律放宽，整个行业的变化简直令人惊讶。How has it happened? Well, simply because gambling-related TV and radio advertising was banned up until 2005. And then since then, advertising has increased significantly. Yes.它是怎么发展的？其实很简单——在2005年之前，博彩类的电视和广播广告是被禁止的。但从那以后，广告数量显著增加。没错。By 2018, UK betting firms were spending £328 million on direct advertising alone. Yeah. And you're talking about adverts in the commercial breaks and sports programmes.到2018年，英国的博彩公司仅在直接广告上的支出就达到了3.28亿英镑。是的，那些广告主要出现在商业广告时段以及体育节目中。But what we're really talking about is live footballs on the TV. Oh yes. I mean, you know I love football.但我们真正要谈的是电视上播放的足球直播。哦，是的，你知道我多么喜欢足球。I watch the football match and there are adverts on betting before, during, after. It's just all betting. But Richard, you say about the adverts, OK, but it's not just the adverts, of course, it's what they're wearing.我看一场足球比赛，从赛前到中场再到赛后，全是博彩广告，几乎无处不在。但Richard，你刚才提到广告，其实不仅仅是广告问题，还有他们穿的球衣。It's blasted across the players' shirts, isn't it? They're all sponsored by betting companies. I think half of the Premier League shirts will have a gambling company's logo on it. Clubs in the Premier League stand to earn about £350 million from their shirt sponsors.球衣上全都印着博彩公司的名字，不是吗？几乎所有球队都由博彩公司赞助。我记得英超大约有一半球队的球衣上印着博彩公司的标志。英超俱乐部从球衣赞助中能赚取大约3.5亿英镑。And about £70 million of that comes from betting companies alone. Yeah. But not just the shirts, but all around the football pitch as well, the hoardings around the football pitch.其中大约7000万英镑来自博彩公司的赞助。是的。不仅是球衣，连球场四周的广告牌上也到处都是博彩公司的标志。The publicity for these gambling companies is in your face, isn't it? It's everywhere. Hmm. Research has shown that gambling, it can make people's lives a misery.这些博彩公司的宣传无孔不入，几乎扑面而来。是啊，研究表明，赌博可能会让人的生活陷入痛苦。Yes. And the problem nowadays is it's so easy. You know, in the old days, you used to have to go to the betting shop to place a bet.没错。现在的问题是赌博变得太容易了。以前你还得亲自去投注站下注。Now it's all on the mobile phone and everybody has a mobile phone so everybody can gamble. It's so easy. But the adverts, we go back to the adverts that they have, there's this real feeling of excitement and they give the perception that gambling is a fundamental part of watching the sport.而现在，一切都能通过手机完成。每个人都有手机，因此每个人都能随时赌博，太方便了。至于广告，它们总是营造一种极度兴奋的氛围，让人误以为“看体育比赛”就该伴随“下注”——仿佛赌博是体育观赛不可或缺的一部分。They're linking sport and watching the game so directly with gambling, it's like the two automatically go together. And actually, we've just heard that the club with the biggest shirt sponsorship deal in the Premier League, Manchester United, they're not renewing the contract for their current sponsor. Hmm.他们把体育和赌博联系得如此紧密，以至于让人觉得两者天生就该绑在一起。而事实上，我们刚刚听说英超拥有最大球衣赞助合约的俱乐部——曼联——决定不再续约现任赞助商。嗯。Well, let's hope that their new sponsor is not going to be a betting company.希望他们的新赞助商不要再是博彩公司吧。

The British Pest Control Association says its members have recorded an increase in complaints about rat activity around the UK. Cleankill, a company that operates in the south of England, says it's seen a 20% rise in call-outs about rats in the last two years, and climate change may be playing a role.英国虫害防治协会称，其成员记录了英国各地对老鼠的活动情况投诉数量的增长。一家在英格兰南部地区开展业务的名为 “Cleankill” 的公司称，他们在过去两年中发现由老鼠引起的呼叫请求上升了 20%，而气候变化可能是其中一个原因。A study published earlier this year of 16 cities around the world, mostly in North America, found a strong link between rising temperatures and rat activity. The researchers believe warmer winters enable rats to reproduce more rapidly.今年早些时候发布的一项针对全球 16 座主要分布在北美洲的城市的研究发现气温上升和老鼠的活动情况之间有密切联系。研究人员认为，更温暖的冬季让老鼠能以更快的速度繁殖。But there are also other issues at play. Pest controllers say our overflowing bins, fractured communities and growing appetite for fast food all allow rats to thrive.不过依然有其它因素在发挥作用。害虫防治人员表示，人们满当当的垃圾桶、分崩离析的社区关系和快餐食品盛行都让老鼠得以快速成长。

After MIT Professor Joseph Weizenbaum created the chatbot Eliza, he became concerned that people who had used the programme started to act as if it was human. This might sound like a modern problem, but Eliza was created in 1966. If a programme from the 1960s was capable of tricking people into thinking it was human, what effect could the large-language-model-based chatbots of the 2020s have?麻省理工学院教授 Joseph Weizenbaum 创建聊天机器人 Eliza 后，他开始担心使用该程序的人开始表现得像人类一样。 这听起来像是一个现代问题，但 Eliza 是在 1966 年创建的。如果 1960 年代的程序能够欺骗人们认为它是人类，那么 2020 年代基于大型语言模型的聊天机器人会产生什么效果呢？Modern philosophers and technology experts have discussed whether AI could develop consciousness. Sentience is difficult to define, but the fact that large language models respond by mathematically calculating the probability of certain patterns appearing suggests that it would be hard to consider them to be alive. However, in terms of our responses to them, what matters is not whether they are sentient, but whether they appear to be so.现代哲学家和技术专家讨论了人工智能是否可以发展意识。 感知很难定义，但大型语言模型通过数学计算某些模式出现的概率来做出响应的事实表明，很难认为它们是活着的。 然而，就我们对它们的反应而言，重要的不是它们是否有知觉，而是它们看起来是否有知觉。Large language models are made up of genuine human interactions.  While their tendency to hallucinate means that chatbots are not able to provide reliable factual information, they are able to effectively replicate the language used in human communication. Psychologists report that people tend to have a cognitive bias towards forming attachment and trust. Even sceptical technology writers report feeling some emotion towards AI chatbots. Some users have even reported grief when one model has been replaced by a newer one.大型语言模型由真实的人类互动组成。   虽然聊天机器人产生幻觉的倾向意味着它们无法提供可靠的事实信息，但它们能够有效地复制人类交流中使用的语言。 心理学家报告说，人们往往对形成依恋和信任存在认知偏见。 即使是持怀疑态度的技术作家也表示对人工智能聊天机器人有一些感情。 一些用户甚至表示，当一种型号被更新的型号取代时，他们感到非常悲伤。This combination of believable human language together with the inability to reliably assess facts can be dangerous.Cases have been reported where people have been encouraged by chatbots to do dangerous or illegal things. The chatbots were able to use language to encourage and persuade, but not identify or evaluate risks. Trust becomes dangerous when it is not accompanied by reason. Also, if people form relationships with AI, then they may spend less time and effort trying to cultivate genuine human relationships. Could the chatbot revolution lead to a world where we struggle to relate to each other?可信的人类语言与无法可靠评估事实的结合可能是危险的。据报道，聊天机器人鼓励人们做危险或非法的事情。 聊天机器人能够使用语言来鼓励和说服，但无法识别或评估风险。 当信任没有理性的陪伴时，它就会变得危险。 此外，如果人们与人工智能建立关系，那么他们可能会花费更少的时间和精力来培养真正的人际关系。 聊天机器人革命是否会导致我们难以相互联系的世界？

For our last business podcast, we talked about the big PLCs, the companies traded on the stock exchange.在上一期商业播客中，我们谈到了大型公众有限公司（PLCs），也就是在证券交易所上市的公司。We're talking about the stock exchange. Richard, what is it?我们现在要谈的是证券交易所。Richard，它是什么？The stock exchange is also called the stock market and essentially it is a market.证券交易所也叫股票市场，本质上它就是一个市场。It's where the big companies, the shares in the big companies are bought and sold. Simple as that.在那里，大公司的股票被买卖。就是这么简单。Now, Richard, I have to confess my image of the stock market comes from films where you often see scenes of people throwing their arms in the air and, you know, lots of pieces of paper.Richard，我得承认，我对股票市场的印象来自电影——你经常看到人们挥舞着手臂，还有满天飞的纸片。It seems very mad. What's happening there?看起来很疯狂。那是怎么回事？Well, that doesn't really happen anymore. That system is called an open outcry.嗯，现在基本不会那样了。那种方式叫“公开喊价”。And basically these are the guys in the exchange buying and selling the shares. Only a certain number of people can do this in the old days.以前交易所里只有特定的人可以大声喊价买卖股票。So the old days, they don't do that anymore? Not so much now.所以那是以前了，现在不再这样了？现在基本不这样了。It's nearly all electronic trading.现在几乎全部是电子交易。I know that there's the FTSE 100 and there's things like the Dow Jones. What exactly are they?我知道有富时100指数，还有道琼斯这样的指数。它们到底是什么？Well, the FTSE 100 is basically the 100 biggest shares in the UK.富时100指数实际上是英国最大的100支股票。100 biggest companies? 100 biggest companies, yes.100家最大公司？没错，就是100家最大公司。It's a number to represent the total value of those 100 companies.它是一个代表这100家公司总价值的指数数字。And of course, as individual shares go up and down, what happens to the FTSE 100 gives a general indication of all of them, what's going on.当然，随着个股的涨跌，富时100的变化可以总体反映市场情况。So that's why it's called an index, because it's an indication. Exactly.所以它叫指数，因为它是一种指示。没错。And that's the same for the Dow Jones? The Dow Jones is the top 30 companies in America.道琼斯也是如此？道琼斯指数是美国最大的30家公司。And in Germany, you have the DAX, which again is the top 30 companies in Germany.德国有DAX指数，代表德国最大的30家公司。So all of these are indications of how the stock market is going in those countries? Exactly.所以这些指数都反映了各国股市的表现？没错。So there's the bear and the bull, isn't there? Stocks and shares generally rise and we call that a bull market.还有“熊”和“牛”，对吧？股票整体上涨时叫牛市。And then, or if they're generally falling, we call that a bear market.如果整体下跌，就是熊市。It always seems to me, Richard, that the stock market is a kind of a veryelitebuying market. Can anybody buy shares?Richard，我一直觉得股市是精英才能参与的市场。任何人都可以买股票吗？Well, yes. Actually, because most stock market trading is done online now, anybody can open up an online account and buy shares through the internet.当然可以。现在大多数交易都在线进行，任何人都可以开个网上账户买股票。It's very simple and it doesn't cost that much anymore.很简单，而且成本已经不高了。But interestingly, actually, I think most people will already have shares.但有趣的是，我认为大多数人其实已经持有股票了。Really?真的吗？Well, because a lot of people have pensions, especially company pensions, and the pension companies themselves invest their money in the stock exchange.是的，因为很多人有养老金，尤其是公司养老金，而养老金公司会把这些资金投资到股市。So anyone with a pension already will probably have a significant portion of that pension invested in the stock market.所以任何有养老金的人，其实都有一部分钱投资在股市里。Already? Yes.已经投资了？是的。I do know if you buy, if you spend too much money on buying shares and things, it can all go horribly wrong and you can lose your investment in your house, etc, etc. How risky is it?我知道如果你投入太多钱买股票，事情可能会变得很糟糕，你甚至可能损失所有投资甚至房子。风险到底有多大？Well, yes, of course, if you buy shares in just one company, that company goes bust, you've lost everything.是的，如果你只买一家公司的股票，而那家公司倒闭，你就会损失所有投资。So what a lot of people do is buy a fund.所以很多人会选择买基金。OK, what does that mean?好的，那是什么意思？Well, a fund is a collection of companies. So if any one of them does really badly, you don't lose all your money.基金就是一篮子公司。如果其中一家表现不好，你不会损失全部资金。But of course, if one of them does really well, then you do pretty well.当然，如果其中一家公司表现特别好，你也能赚到钱。So buy a fund. Your investment is spread then?所以买基金更好。这样投资就分散了？The key is to spread the risk. Don't put all your eggs in one basket.关键是分散风险。不要把所有鸡蛋放在一个篮子里。Otherwise, you'll have egg on your face.否则，你会颜面尽失（丢大脸/损失惨重）。

People often ask me what we do, and I reply by saying we have an internet business. But we don't actually have a... we're not actually a company, are we, Richard?人们经常问我我们是做什么的，我通常回答说我们有一家互联网业务。但实际上我们并没有……我们其实不是一家公司，对吧，Richard？No we're not, we are going to talk about companies, in particular PLCs. So, OK, what is a PLC? A PLC, a public limited company, is one which has a number of shares which are publicly traded on the stock exchange.没错，我们不是。接下来我们要谈的是公司，特别是股份有限公司（PLC）。那么，什么是 PLC？PLC，也就是公众有限公司，是一种拥有股票，并且这些股票可以在证券交易所公开交易的公司。So, when you say shares... Well, the company is divided into shares, so you own a share of the company. A portion of the company. Exactly.那么，当你说“股份”时……公司被分成许多股份，所以你拥有公司的一个股份，也就是一部分公司。没错。So these shares are bought or sold on the stock exchange, and so the value goes up and down.这些股份可以在证券交易所买卖，因此它们的价值会上下波动。Is there a certain number of shares? I mean, do all companies have 100 shares, or can you have a different number of shares per company? They can have as many as they like. OK.股份数量是固定的吗？比如说，所有公司都是 100 股，还是可以不同？公司可以拥有任意数量的股份。好的。Often there are millions of shares. Right. But you can be a shareholder.通常公司会发行数百万股。对。但你仍然可以成为股东。You may only own 10 shares, but you still own a part of that company. So, if somebody buys shares in a company, they're shareholders. Yep.你可能只拥有 10 股，但你仍然是公司的一部分。所以，只要某人买了股票，他就是股东。对。What do they do? Essentially nothing. They've bought the shares in the hope that the value of the company, and i.e. their shares, will go up in price. Right.那股东平时做什么呢？基本上什么都不做。他们买股票是希望公司价值上涨，也就是他们的股票升值。没错。And if the company makes a profit, the company gives them a dividend, a small amount of money out of the profits. Like a kind of interest? Sort of, yes.如果公司盈利，公司会分红，也就是从利润中分给股东的钱。有点像利息？差不多，是的。And that money goes directly back to the shareholder? Exactly, yes.这些钱会直接返还给股东？没错。But often most of the profits go back into the company, reinvested into the company.但大多数利润会回流公司，用于再投资。So, that's all very well when the company is doing well, but what happens when the company goes belly up? What happens to the shares and the shareholders then?当公司经营良好时一切都很好，但如果公司破产了呢？股份和股东会怎样？Well, if a company fails, the whole point is it is a public limited company, and that is the word limited. The owners, i.e. the shareholders, can only lose the amount that they invested, i.e. the amount they paid for their shares.如果公司倒闭，关键在于这是“有限”公司。所有者，也就是股东，最多只会损失他们投资的金额，即买股票的钱。So, usually the company would have bank loans or owe money to their suppliers, etc., but the shareholders won't be liable for this.所以，公司可能欠银行或供应商的钱，但股东不需要承担这些债务。The accountants or the liquidators will come in and just try to sell all the things that the company has in order to pay off the loans, and, of course, the employees will lose their jobs.会计或清算人会接管并出售公司资产来偿还贷款，当然，员工会失业。If you're a shareholder with, say, 300 shares and the company goes belly up, you lose your 300 shares and that's it? Correct.如果你有 300 股，公司倒闭了，你就损失这 300 股，就这样？对。What I don't understand, though, Richard, is that recently in the news – and there are always stories like this – Richard Branson, Virgin Airways, now, he's a multi-billionaire.但我不明白的是，Richard，最近新闻里——这种故事常见——说到 Richard Branson，维珍航空，他是个亿万富翁。His company has done extraordinarily well, but because there's a problem with his airline, Virgin Atlantic, now, he wants the government to bail out his airline.他的公司一直经营很好，但现在他的航空公司维珍大西洋出了问题，他希望政府救助他的航空公司。Doesn't he have responsibility for that? He's got loads of money. Why doesn't he do that himself?难道他不需要负责吗？他有那么多钱。为什么不自己出钱？Well, you're quite right, but he's just a shareholder, just like lots of other people.你说得没错，但他只是股东，和其他人一样。So he owns a portion of the company, and if it goes bust, he loses his investment, yes. But that's it. He doesn't have any further liability.所以他拥有公司的一部分，如果公司破产，他损失自己的投资，仅此而已。他不需要承担额外责任。But if the company's going very well, which it has been, he makes an enormous amount of money for his own personal use, if it goes wrong, he's expecting me, the taxpayer, to bail him out.但如果公司经营很好，他能赚大笔钱用于个人消费；如果出问题，他却希望我——纳税人——来救他。Well, that's certainly true, but that's the whole point of the system.嗯，这是真的，但这就是这个制度的核心。He's only liable for the shares that he holds.他只对自己持有的股份负责。So he doesn't actually own the company?所以他实际上不拥有公司？He owns a proportion of the company.他拥有公司的一部分股份。So it's who will blink first, the government or Branson?所以现在就看谁先妥协，是政府还是 Branson？

We're talking about product placement.我们在谈植入式广告。Product placement, also known as embedded marketing, has grown both on TV and on the big screen.植入式广告，也称为嵌入式行销，在电视和大银幕上都越来越常见。OK, OK, Jackie, I've heard of product placement but what exactly is it?好，好，Jackie，我听说过植入式广告，但它到底是什么呢？Well, basically it means a deliberate inclusion of a product or a brand for promotional purposes.简单来说，就是为了宣传目的而刻意把产品或品牌放入内容中。If we think about, Richard, think about the 1986 film, Top Gun, right?如果我们想一下，Richard，想想1986年的电影《壮志凌云》，对吧？Oh, one of my favourites.哦，那是我最喜欢的电影之一。Now there's a particular product worn by many of the characters but especially by Tom Cruise, Maverick, right?片中很多角色都戴了一样特定产品，尤其是汤姆·克鲁斯扮演的Maverick，对吗？I know this, I know this, he's so cool, isn't he? Because of the aviator sunglasses.我知道，我知道，他超级酷，对吧？因为那副飞行员太阳镜。Yeah, so... Ray-Bans.对，就是……雷朋（Ray-Ban）。Exactly. Now, they're a brand of luxury sunglasses, right?没错，它们是一个高端太阳镜品牌，对吧？And they became hugely popular then, didn't they?而且当时变得非常流行，对不对？They struck a deal with the producers so that in the film, Tom Cruise and his fellow Navy colleagues wore aviators.他们跟制作方达成了合作，所以电影里汤姆·克鲁斯和他的海军同袍都戴了飞行员墨镜。You said they became hugely popular.你刚才说它们变得非常流行。As a result, the sales of aviator sunglasses rose by 40%.结果飞行员太阳镜的销量上涨了40%。Wow, good deal.哇，真是一笔好交易。Yeah.没错。OK, another film, Richard, I want you to think about another film, right?好，Richard，再想一部电影。Year 2000, big film, Cast Away.2000年的一部大电影，《浩劫重生》。Tom Hanks, right?汤姆·汉克斯，对吧？Tom Hanks.汤姆·汉克斯。What was a significant product placement, do you think, in that film?你觉得那部电影里最明显的产品植入是什么？Well, I can't think of one because he was abandoned on a desert island.呃，我想不到，因为他不是被困在荒岛上吗？Who did he work for?他之前在哪工作？Did he work for a courier company?他是不是在一家快递公司工作？Yeah, yeah, throughout the film, references to this courier company.对，整部电影里都提到这家快递公司。They obviously went over my head.显然我没注意到。Was it FedEx?是联邦快递（FedEx）吗？Yes.对。Yeah. Now, the interesting thing was, when they wrote the film, when they produced the film, they wanted it to be real life.对，有趣的是，电影编剧和制作团队想让电影看起来真实。Right, OK.嗯，好的。So, they didn't want to make up a courier, a transport company.所以他们不想凭空虚构一个快递或运输公司。Right.没错。So, they wrote to FedEx and said, can our hero be a FedEx employee?于是他们写信给联邦快递，问：我们的主角能是你们的员工吗？Now, they read the script and they said no.联邦快递看了剧本后说不行。Oh.哦？Well, what happens in the film?电影里发生了什么？Well, he crashes, doesn't he? The FedEx plane...他不是坠机了吗？联邦快递的飞机……The FedEx plane crashes, so that's not very good.联邦快递的飞机坠毁，这看起来不太好。But then they realised that the overall...但后来他们意识到整体……Yes, overall, it was... everything happened... everything was well in the end.对，总体来说……最后一切都很好。Yes, of course.是的，当然。And as a result of the film, FedEx became much more famous in Asia and Europe, not just in the US.而且因为这部电影，联邦快递在亚洲和欧洲也变得更有名了，不仅是在美国。So, two films.所以，这两部电影。In the first film, Ray-Ban paid for their product placement.在第一部电影里，雷朋为植入付了钱。In the second film, FedEx didn't pay.在第二部电影里，联邦快递没有付钱。Now, in those two films, the products appeared throughout the whole film.在这两部电影里，那些产品从头到尾一直出现。Right, yes.对，是的。They were key parts of the film.它们是电影的重要元素。Yes.没错。But, however, it is possible for a few seconds to change a company's fortune.但是，有时候只需要几秒钟就能改变一家公司的命运。Oh, do tell.哦，说来听听。In 2020, Parasite became the first non-English language film to win an Oscar in the Best Picture category.2020年，《寄生虫》成为第一部获得奥斯卡最佳影片的非英语电影。Do you know what nationality the director is?你知道导演是哪国人吗？Is he Spanish or Italian?他是西班牙人还是意大利人？South Korean.韩国人。Ah, yes. It's a South Korean.啊，对，是韩国的。But it's interesting because there is the Spanish connection here.但有趣的是，这里还和西班牙有点关系。In one of the scenes, very briefly, a can of crisps called Bonilla a la Vista appeared on the film.在其中一个场景里，有一款叫Bonilla a la Vista的薯片罐短暂出现了一下。Very, very briefly.非常非常短暂。And sales went through the roof.然后销量爆炸性增长。Well, it was already a recognised brand in South Korea, but as soon as they saw it in the film, which was hugely popular, the sales have rocketed.其实它在韩国本来就有知名度，但因为电影太火了，一出现销量就飙升。It surged by 150%.销量增长了150%。Wow.哇。I tell you what, though, Jackie, we've got loads of members from South Korea.不过你知道吗，Jackie，我们有很多韩国用户。It would have been fantastic if, on the film, one of the characters would have been listening to podcastsandenglish.com.如果电影里有角色在听 podcastsandenglish.com，那就太棒了。That would have been something.那就真的厉害了。

We're talking about Instagram and why it's a useful platform for businesses. You know my first question, of course, Jackie. I know nothing about Instagram.我们在谈论 Instagram，以及为什么它对企业来说是一个有用的平台。当然，你知道我第一个问题是什么，Jackie。我对 Instagram 一无所知。What is it? Well, it's an American photo and video sharing social networking service and it's owned by Facebook.它是什么？它是一个美国的照片和视频分享社交网络服务，由 Facebook 所拥有。Aha! I know all about Facebook, the world's top social media platform. Yeah.啊哈！我对 Facebook 很了解，它是世界顶级的社交媒体平台。是的。With about one and a half billion users? No, almost 2.4, Richard. Oh, wow. I know.大约十五亿用户？不，接近二十四亿，Richard。哦，哇。我知道。Instagram, on the other hand, has one billion users but considering it was launched in 2010, this is actually quite amazing. Facebook bought it in 2012 for about a billion dollars. Wow, big, big numbers.另一方面，Instagram 有十亿用户，但考虑到它是在 2010 年推出的，这实际上相当惊人。Facebook 在 2012 年以约十亿美元的价格收购了它。哇，真是巨大的数字。And so if there are so many millions of small businesses that have Facebook pages, why have an Instagram page as well?所以，如果已经有成千上万的小企业拥有 Facebook 页面，为什么还要有 Instagram 页面呢？The answer is in the differences, the difference between those who use the site and how they use it. So what are those differences then?答案就在差异上，即使用这些平台的人以及他们如何使用它。那么这些差异是什么呢？Well, the audiencedemographics are very different for each one. Instagram has a much younger user base with a majority of users in the 13 to 17 age group.这两个平台的用户群体非常不同。Instagram 的用户群体更年轻，大多数用户在 13 到 17 岁之间。Yes, the Facebook users are much older, aren't they? Yeah, they're much more likely to be in the 18 to 29 age group, over 30. And of course, there are many more users over 60.是的，Facebook 的用户要年长得多，对吧？是的，他们更可能在 18 到 29 岁之间，或者超过 30 岁。当然，还有更多超过 60 岁的用户。So yeah, so therefore it's obvious then that companies wanting to reach out to younger people should opt for Instagram then, shouldn't they? Yes.所以，是的，很显然，想要接触年轻人的公司应该选择 Instagram，对吧？没错。But the advantage of being a popular social network for older consumers is, of course, they have the higher incomes.但作为受年长用户欢迎的社交网络，也有一个优势：他们收入更高。Yeah, definitely. So, for example, Richard, an investment firm might have much more success on Facebook than they would on Instagram.是的，确实如此。所以，例如，Richard，一家投资公司在 Facebook 上可能比在 Instagram 上更成功。So what are the differences then between how the two sites are used?那么，两个平台的使用方式有什么区别呢？Well, in general, you get far more engagement with an Instagram post than with Facebook. This is especially true with the images.总体来说，Instagram 的帖子比 Facebook 的帖子获得更多互动，尤其是在图片方面。But of course, that's what Instagram is primarily used for. Photos, visual content.当然，这正是 Instagram 的主要用途——照片、视觉内容。Yeah, it's much more focused on images, short videos, so text is better left to Facebook most of the time.是的，它更专注于图片和短视频，因此大部分时间文字内容更适合留给 Facebook。Yes, because Facebook is all about sharing, sharing links, sharing your content with others, campaigns, advertising, charity appeals, discussions, etc.没错，因为 Facebook 强调分享，分享链接、分享内容、活动、广告、慈善募捐、讨论等。All of that, all of that, Richard, yes.所有这些，所有这些，Richard，是的。And Instagram is much more about original content. It's about being authentic and unique.而 Instagram 更注重原创内容，强调真实和独特。And as we said, the context is in the picture, not in the text.正如我们所说，信息在图片中，而不是文字中。OK, so from a business perspective, then you have to be more creative if you want to build an audience? Yes, yes.好，那么从商业角度来看，如果想建立受众，就必须更有创意？是的，没错。And it's a bit more fun, a bit less formal? Absolutely.而且更有趣、更不正式？绝对是。So that investment firm we referred to earlier, right, if they want, for example, a recruitment drive aimed at younger people, then on Instagram they need to post a photo of a special event, an awards ceremony or an opening, and then put that on Instagram with hashtag recruitment, hashtag name of the company.所以，之前提到的那家投资公司，如果想要招募年轻人，就需要在 Instagram 上发布活动照片，例如颁奖典礼或开幕式，并加上 #recruitment 和公司名称的标签。Yes, I know, that Instagram, they love the hashtags. Then it's much more visual, much more fun and they'll get more engagement.是的，我知道，Instagram 超爱标签。这样更具视觉效果、更有趣，并且会获得更多互动。So you've mentioned an investment firm. Who else uses Instagram?你提到了一家投资公司。还有谁使用 Instagram？One of the businesses that is really benefiting from Instagram is the restaurant trade. People love taking photos of their food, don't they?真正从 Instagram 中受益的行业之一是餐饮业。人们喜欢拍他们的食物，不是吗？Yeah, and they take the photos of the food, they'll add the location to the photo.是的，他们拍完食物还会加上位置标签。And in fact, Richard, young people check out a restaurant's Instagram page before deciding to go there.事实上，Richard，年轻人在决定去一家餐厅之前，会先查看它的 Instagram 页面。Makes sense, doesn't it? Yeah, and the more photos, the better the photos, the more likely people will come to the restaurant.这很合理，对吧？是的，照片越多、越好看，人们越可能去那家餐厅。So they don't need a review, they just need the photos.所以他们不需要评论，只需要图片。Yeah, forget TripAdvisor, check out Instagram. It's the pictures that hold the most power.没错，忘掉 TripAdvisor，去看 Instagram。图片的力量最大。Yeah, so make your brand visual and get on Instagram for a whole new business opportunity.没错，让你的品牌更具视觉效果，上 Instagram，抓住全新的商业机会。

In an underground car park in Paris, I encountered something I didn't expect. I had to wipe the spores off my camera. I was in a huge mushroom farm.在巴黎的一处地下停车场，我遇到了一件意想不到的事情。我不得不用手擦去相机上的孢子，因为我置身于一个巨大的蘑菇农场中。So why was it down here? When housing blocks like this sprouted up in Paris in the 1960s and 70s, it was common practice to also build underground parking for residents. So beneath Paris, there are millions of square meters of car park. But car ownership is in steady decline in Paris, a trend city authorities are keen to encourage.那么，为什么农场会在这里呢？当上世纪六七十年代巴黎建起这样的大型住宅区时，人们通常会为居民修建地下停车场。于是，在巴黎地下，隐藏着数百万平方米的停车空间。然而，如今巴黎的汽车拥有量正在稳步下降，而这正是市政府乐于推动的趋势。And thanks to technology, there are new ways to get around the city. Some underground car parks now find themselves surplus to requirements. City officials have been running competitions to find new leases of life for them.多亏了科技的发展，人们有了更多在城市中出行的新方式。于是，一些地下停车场变得多余。市政官员因此举办竞赛，征集这些空间的新用途。One of the winners of these was urban farmers, Cycloponics. They've rejuvenated three car parks in Paris. This one in La Chapelle used to be a no-go area, used by drug dealers and prostitutes.其中的获胜者之一是一家名为 Cycloponics 的城市农业公司。他们让巴黎的三个地下停车场焕发新生。比如这座位于拉夏贝尔（La Chapelle）地区的停车场，曾经是毒贩和妓女出没的禁区。But now the space is blooming. The conditions down here are perfect for their main crop, oyster, shiitake and white button mushrooms. They also grow chicory.但如今，这片空间生机盎然。这里的环境非常适合他们的主要作物——平菇、香菇和白蘑菇生长。他们还种植菊苣。They're a northern French delicacy that can grow in the dark. The harvest is sold through nearby organic grocery stores. It means urban food is grown and consumed within a short distance.菊苣是一种法国北部的美味蔬菜，可以在黑暗中生长。收获的作物会通过附近的有机杂货店售卖，这意味着城市中的食物实现了“就地生产、就地消费”。This cuts the pollution that comes with transportation. In France, there are lots of regulations around operating a business underground, not least for safety reasons. Other businesses have had applications turned down.这种模式减少了运输带来的污染。在法国，地下经营场所有严格的法规，尤其是出于安全考虑。许多其他类型的企业申请在地下经营时都被拒绝了。But it has been possible to get permits for this type of farming. And now, more car parks are being renovated like this in cities across France.不过，这种城市农业却得到了许可。如今，法国各地的城市中，越来越多的地下停车场正被改造成这样的农场。

Huntington's is one of the most brutal and devastating of all diseases. It's caused by a faulty gene which progressively destroys brain cells, which then affects all parts of the body. Symptoms tend to first appear in your 30s or 40s, leading to death within 20 years.亨廷顿病是最凶残和最具破坏性的疾病之一。这种疾病是由一种基因缺陷引起的，这种基因缺陷会渐进性地破坏脑细胞，进而影响身体的所有部位。亨廷顿病的症状通常在 30 多岁或 40 多岁时首次出现，然后会在 20 年内导致死亡。The treatment is a gene therapy which is injected deep into the brain during lengthy surgery. The drug enters cells and delivers a new piece of DNA, which blocks the production of a faulty protein. The trial involved 29 patients. Only the topline results have been released by the company, but these show that three years after surgery, the disease was slowed by an average of 75%, based on measures including cognition, movement and the ability to manage in daily life.本次用于治疗这种疾病的新手段是一种基因疗法，这种疗法通过漫长的手术将药物注射到大脑深处。药物会进入细胞并传递一段新的 DNA，从而阻断有缺陷的蛋白质的产生。这个疗法的试验有 29 名病人参与。相关公司只公布了试验的主要结果，但这些结果显示在手术三年后，疾病的发展速度被平均减缓了 75%，这一结论基于包括认知能力、运动能力和应对日常生活能力等多项指标。Researchers at University College London, who were part of the trial, said the results were spectacular and would give hope to thousands of patients affected by the disease, and to their children, who have a 50/50 chance of inheriting the condition.参与了本次试验的伦敦大学学院的研究人员表示，试验结果令人惊叹，将能为成千上万名罹患这一疾病的患者带来希望，对他们有 50% 的概率会经遗传获得该疾病的子女来说也是如此。The drug could be licensed as soon as next year. It is certain to be expensive. Another gene therapy costs more than £2 million per patient.该药物最早在明年就可能获得上市许可。它肯定会十分昂贵。另一种基因疗法治疗每个病人的费用超过了 200 万英镑。

Have you ever been alone in a room, heard someone coming, and been able to identify who it was based solely on the recognisable stomp of their shoes? Maybe you've experienced seeing a group in the distance, too far to recognise faces, but you're absolutely sure one blurry figure is your friend because of the way they're swinging their arms when they walk. Research suggests that a person's movement signature, or the way they move, could be as unique as a fingerprint. So, what makes up a person's movement signature?您是否曾经独自一人待在一个房间里，听到有人走过来，并且仅根据可识别的鞋子踩踏声就能够识别出是谁？ 也许您曾经历过在远处看到一群人，距离太远而无法识别面孔，但您绝对确定一个模糊的人物是您的朋友，因为他们走路时摆动手臂的方式。 研究表明，一个人的运动特征或运动方式可能像指纹一样独特。 那么，一个人的动作特征是由什么组成的呢？We all have a particular way of moving our faces. One person might purse their lips when they're angry. Another might squint their eyes or pull their face into a grimace, and these movement patterns help us recognise familiar people, even in poor visibility. Another reliable clue for identifying people is their gait. The combination of stride length, limb movement, pace and posture form a movement signature that is very difficult to fake. Researchers in a 2005 study called 'Person identification from biological motion' put small lights on key parts of some male walkers' bodies. When the room was dark and their bodies invisible, observers were able to distinguish the walkers using the lights at an impressively high rate.我们都有一种特定的移动脸部的方式。 一个人生气时可能会撅起嘴唇。 另一些人可能会眯起眼睛或做鬼脸，这些动作模式可以帮助我们识别熟悉的人，即使在能见度很低的情况下也是如此。 识别人的另一个可靠线索是他们的步态。 步幅、肢体运动、步速和姿势的结合形成了很难伪造的运动特征。 2005 年，研究人员进行了一项名为“根据生物运动进行身份识别”的研究，他们在一些男性步行者身体的关键部位放置了小灯。 当房间漆黑且看不见他们的身体时，观察者能够利用灯光以惊人的高速度区分步行者。Movement signatures are deeply human and expressive. "Dance has always been a part of my life." Brenda Loukes is a dancer and artist who uses ink and bleach to portray bodies in motion. "It occurred to me that each body has a unique blueprint for the way it moves". For dance writer Nancy Wozny, dancers who make it onto her list of 'ones to watch' are those who move in a way she's never seen before, like Stephanie Troyak who has a 'sublime awkwardness', reminding Nancy of a foal's 'first steps out of the womb', or how Ching Ching Wong can divide her body between 'wiggly-squiggly' and completely still.动作特征非常人性化且富有表现力。 “舞蹈一直是我生活的一部分。” 布伦达·洛克斯 (Brenda Loukes) 是一位舞蹈家和艺术家，她使用墨水和漂白剂来描绘运动中的身体。 “我突然想到，每个身体的移动方式都有一个独特的蓝图”。 对于舞蹈作家南希·沃兹尼来说，列入她“值得观看”名单的舞者都是那些以她以前从未见过的方式移动的舞者，比如斯蒂芬妮·特罗亚克(Stephanie Troyak)，她有一种“极其尴尬”的感觉，让南希想起小马驹“走出子宫的第一步”，或者黄青青如何将她的身体分为“摇摆不定”和完全静止之间。Whether you're dancing professionally or just walking down the street, your movements reveal who you are and tell a story that no one else can replicate.无论您是专业跳舞还是只是走在街上，您的动作都会揭示您是谁，并讲述一个其他人无法复制的故事。

Things turned upside down for many businesses earlier this year. We're looking at how two companies made changes to survive. So, OK, Richard, what happened? In March 2020, companies in the UK, they were told that they weren't allowed to offer over-the-counter services.今年年初，许多企业的经营状况被彻底颠覆。我们今天要看看两家公司是如何调整策略以求生存的。好的，Richard，当时发生了什么？2020年3月，英国政府宣布企业不得提供柜台服务。So obviously that would affect many high-street shops. Yes, indeed, all high-street shops and including those who sell fish and chips. So the Chesterfield Group in the UK owns 40 fish and chip restaurants, serving about 50,000 people every week.显然，这一规定会影响许多街边商店。没错，所有街头商铺都受到了影响，其中包括炸鱼薯条店。英国的切斯特菲尔德集团拥有40家炸鱼薯条餐厅，每周为大约五万人提供餐饮服务。However, of course, the coronavirus lockdown forced the restaurants to close for all walk-in customers. So therefore no customers at all then? They lost all their customers in one fail swoop. Right.然而，由于新冠封锁政策，这些餐厅不得不关闭所有堂食服务。那么，这是不是意味着他们一个顾客都没有了？没错，他们在一夜之间失去了所有顾客。So what the CEO, James Lipscomb, did was he realised the company was running out of cash fast, so he had to do something really quickly. And within two weeks, he created a new way for the company to continue in business. OK, so what did he do? He started a click and collect system.公司的首席执行官詹姆斯·利普斯康意识到公司资金正在迅速枯竭，因此他必须立刻采取行动。两周之内，他为公司创造了一种全新的经营方式。好的，他做了什么？他启动了“线上点餐、到店取餐”的系统。So they designed an app and they started taking food orders online, cashless payments only. Right. So customers go on the app and they turn up and they just tap their card at the store so there's no interaction with staff whatsoever.他们开发了一个应用程序，通过线上接收点餐，并只接受非现金支付。对的，顾客只需在应用上下单，然后到店刷卡取餐，全程无需与员工接触。So click is on the app and collect is at the shop. Exactly. Right.“Click”代表线上点单，“Collect”就是到店取餐。没错，完全正确。And actually they also introduced home delivery as well on a similar sort of basis. OK. So two new systems.实际上，他们还推出了类似模式的外送服务。好的，也就是说他们建立了两个新系统。Did that work? Yes. He kept 70% of the staff and they worked throughout the lockdown and this very fast decision prevented the business from closing down.那这样做有效果吗？非常有效。他保留了70%的员工，并让他们在封锁期间继续工作。这一快速决策挽救了公司的命运，使其避免倒闭。Well, another company... another example of a company adapting to the new situation, Richard, is Boohoo. You won't have heard of them. I certainly haven't. Who are they? Well, they're a fashion brand but they already sell online.好吧，另一家公司——也就是另一家成功适应新形势的例子，Richard，是Boohoo。你可能没听过这个名字。确实没有。他们是谁？这是一家时尚品牌公司，但他们本来就是做线上销售的。OK, so how were they affected then? Well, the problem with them was that they sold a lot of clothes to women who wanted to buy fancy dresses and shoes for the weekend. It's a quick turnover, right? So come Friday or Saturday, big night out, big sales. But of course no one was going out so no one was buying these dresses.那他们又受到了怎样的影响呢？问题在于，他们的客户主要是那些准备在周末外出、想买漂亮裙子和鞋子的女性。这类商品周转速度快——到了周五、周六夜晚，销量通常很高。但封锁期间没人外出，自然没人再买这些裙子了。And no one was ordering anything online at all. OK, so what did they do then? Well, again, two things. First of all, the company had all this stock that no one was buying so they advertised and everything must go flash sale.而且那时几乎没人上网购物。那么他们怎么办？他们也采取了两步措施。首先，公司仓库里堆满了没人买的库存，于是他们推出了“清仓特卖”活动。70% of all stock and 50% of 500 dresses. Wow. And then they replaced the range.所有库存商品七折出售，五百款连衣裙五折优惠。哇！然后他们更新了产品线。They introduced a whole new range of clothes. Lounge wear. Ah, stairs home wear then. Clothes for the sofa. Exactly. Fancy pyjamas to wear all day and attractive leggings and tops.他们推出了全新的服装系列——家居服。啊，就是在家穿的衣服。对，沙发服,没错，是那种可以整天穿的漂亮睡衣，还有舒适又时尚的紧身裤和上衣。Still attractive clothing but for watching TV instead. So their strategy was to clear out the old stock... Yep. ...and bring in a totally new line at speed. Yep.依然是好看的衣服，但这次是为了在家看电视时穿的。所以他们的策略是——先清掉旧库存……对……再快速推出全新的系列产品。没错。So did that work? Absolutely. A few weeks later the company announced that it had not only survived the first few weeks of the crisis but increased its April sales against the previous year.那他们的策略奏效了吗？完全奏效。几周后，公司宣布他们不仅成功度过危机初期的几周，而且四月的销售额甚至超过了去年同期。So two companies that adapted. One with how they sold their product and the other with new products. But they both relied on being online.这就是两家成功适应变化的公司——一家改变了销售方式，另一家则更新了产品类型。但它们有一个共同点：都依靠线上平台。Yes, so that simply means e-commerce is definitely the way to go.没错，这充分说明了电子商务才是未来的发展方向。

When we moved to Portugal, it was the third country that we had lived in while working on our podcasting website. Yeah, we realised that, of course, working digitally, you can live anywhere in the world. And with online teaching these days, it's become even easier.当我们搬到葡萄牙时，那已经是我们在经营播客网站期间居住过的第三个国家了。是啊，我们意识到，既然是数字化工作，那其实你可以生活在世界的任何角落。而如今随着线上教学的普及，这变得更加容易了。Yes, and perhaps it's not surprising that there's been a really sharp increase in the no longer work from a set office. So if you can do your job by opening a laptop in any location in the world, why not move from one virtual desk in your home country to another on the other side of the globe? We're talking about digital nomads. Yes, and interestingly, there are actually some countries which are actively encouraging business people to move to their country.是的，也许并不奇怪，如今越来越多人不再局限于固定的办公室工作。如果你只需打开笔电，就能在世界上任何地方完成工作，那为何不从祖国的“虚拟办公桌”，搬到地球另一端的“虚拟办公桌”呢？我们今天要谈的就是“数字游民”。有趣的是，现在确实有一些国家在积极鼓励专业人士迁居到他们那里。Yeah, I mean, it's interesting, isn't it, the reasons why? I mean, recently, the tourism industry has suffered a lot, hasn't it? So it's a way for countries to attract visitors and they offer a good incentive to work there. Yes, one country I noticed, which sounds very nice, the bar is Barbados. Yeah, fancy living on a Caribbean island for a year.是啊，这背后的原因也挺有趣的。近年来旅游业受到了很大打击，对吧？因此，这成为各国吸引外国访客、刺激经济的一种新方式——他们提供良好的条件，邀请人们来当地工作。没错，我注意到有个听起来很诱人的国家——巴巴多斯。想象一下，在加勒比海的岛上住上一年，多么惬意啊。Exactly, and I saw on their website, there's a personal message from the Prime Minister and he asks... No, she... She asks... Do you need a change of scenery? Can you work anywhere as long as you have access to the internet? Come to Barbados. Yeah, absolutely. So what do you need to do? You need to buy a welcome stamp, which is basically a visa really, isn't it? Which costs about one and a half thousand pounds.没错，我还在他们的网站上看到总理的亲自留言。他——不，是她——写道：“你是否需要换个环境？只要能上网，你是否就能在任何地方工作？那就来巴巴多斯吧！”完全没错。那么要怎么做呢？你需要购买一种叫做“欢迎印章”的签证，本质上就是一种工作签证，费用大约是1500英镑。Yes, and the other thing is they're only after people who can earn at least £37,000 a year. But people do that, Richard. Yes, true enough, true enough.是的，另外一个条件是——他们只接受年收入至少三万七千英镑的人。不过，Richard，很多人其实都能达到这个标准。没错，确实如此。Yeah, I think that's quite tempting. But it's a bit hot, maybe, if you're tempted to go to a cooler climate. Estonia, one of the Baltic states, has also got a scheme, haven't they? They've opened applications for what they call a digital nomad visa.我觉得这确实很诱人。不过那地方有点太热了。如果你更向往凉爽的气候，那么波罗的海国家之一——爱沙尼亚，也推出了类似的计划。他们开放申请一种名为“数字游民签证”的项目。And you have to earn about the same amount there as well, don't you? It's about £40,000. And I think Estonia is at the forefront of digitisation anyway. They've got fantastic coverage of the internet there, I know that.而且在那里你也需要差不多的收入，对吧？大约四万英镑一年。我认为爱沙尼亚本来就在数字化领域走在前沿，他们的网络覆盖非常出色，我知道那一点。So it's interesting. But obviously there are some drawbacks. Yes, obviously moving country is always going to be stressful, isn't it? But of course one of the main issues, of course, is tax, as always.这确实很有趣。不过显然也有一些缺点。是啊，搬到另一个国家总是会带来压力。而且最主要的问题之一——当然，还是税务问题。And anyone who works abroad, even for a short time, they need to be completely aware of who they should pay their taxes to. And also, Richard, there are those complicated corporate tax rules as well, aren't there? So if a company allows an employee to work in another country, they can be negatively affected by that. Yes, there's been a number of cases in the news recently, hasn't there? Now, the other interesting thing to consider, Richard, is if you have clients or customers on the other side of the world, because there's a huge time difference.任何在国外工作的人，即使只是短期，也必须完全清楚自己该向哪个国家缴税。而且，Richard，还有那些复杂的公司税规定，对吧？如果一家公司允许员工在另一国家远程工作，它自己也可能因此受到不利影响。没错，最近新闻里已经出现了不少这样的案例。另外，还有一点值得注意——如果你的客户在地球的另一边，那巨大的时差会是个问题。So if you're having to set up meetings, or you want to respond to emails in a timely manner, something to think about. Yes, time-sensitive jobs can be difficult. So, Jackie, if anyone is interested in becoming a digital nomad, what do you suggest they do first off? Well, I think going on to nomadlist.com, which is a fascinating website.如果你需要安排会议，或者希望及时回复邮件，那就必须仔细考虑时差问题。是的，对于时间敏感型的工作来说，这确实很棘手。那么，Jackie，如果有人想成为数字游民，你建议他们首先做什么呢？嗯，我认为可以先上一个非常有趣的网站——nomadlist.com。It gives information about cities all around the world. So, Richard, you went on to the website. I did, yes.这个网站提供世界各地城市的相关资讯。Richard，你上去看过吧？是的，我看过。So which city is number one? Number one city for digital nomads, Lisbon. So at least we're in the right country!那么排名第一的城市是哪一个？数字游民最喜欢的第一名城市是——里斯本。至少我们现在住的国家选对了！

My friend Anne says that when her children were very small and they received presents, it was the packaging that excited them the most. First they would play with the brightly coloured wrapping paper, then they would play with the box, opening and closing it and when it was empty, filling it with toys they already had. It wasn't until some time later that their attention was drawn to the actual present that had been inside.我的朋友安妮说，她的孩子在很小的时候，每当收到礼物，最让他们兴奋的其实是包装。起初，他们会先玩那色彩鲜艳的包装纸，然后再玩盒子——开开关关，等到盒子空了，还会把自己已有的玩具放进去。直到过了好一阵子，他们才会注意到盒子里真正的礼物。That is so true. We're talking about the importance of packaging, in particular the design. Yeah, because adults too are drawn towards a product because of the packaging.的确如此。我们今天要谈的是包装的重要性，尤其是包装的设计。是的，因为成年人也常常因为包装而被某个产品吸引。Now if you go to any supermarket, you'll see the shelves are completely stacked with similar products from different brands. So what do you choose? Yes, and as you know, Jackie, you can often find me in the supermarket staring at bottles of wine. And actually wine labels are becoming a dominant factor for consumers when deciding which actual bottle of wine to buy.现在如果你去任何一家超市，你会看到货架上摆满了不同品牌但种类相似的产品。那么你会怎么选择呢？没错，正如你知道的，Jackie，我常常在超市里盯着酒瓶看。事实上，葡萄酒的标签已经成为消费者决定买哪一瓶酒的重要因素。And in fact, in one supermarket study, the most visible wine bottles were noticed by up to 77% more consumers than less visible bottles. Sorry, so what do you mean by visible? Well, it seemed that consumers gravitated towards the brightly coloured labels, especially red, orange and gold. And also the owners of small size shops agreed.事实上，在一项超市研究中，最显眼的酒瓶比不显眼的酒瓶多吸引了高达77%的消费者注意。抱歉，你说的“显眼”是什么意思？嗯，看起来消费者更容易被色彩鲜艳的标签吸引，尤其是红色、橙色和金色。而且，小型商店的老板们也同意这一点。They said that if a consumer is unsure of what they're looking for, it only makes sense that they actually end up choosing the most eye-catching bottle. Yeah, so standing in front of hundreds of bottles which all contain the same thing, it's the labels that help you make the choice. Now, if further proof of the importance of packaging design is needed, then the story of Tropicana needs telling.他们说，如果消费者并不确定自己想买什么，那么选择最显眼的瓶子就是合乎逻辑的。没错，当你站在摆满上百瓶内容相同的饮品前，正是那些标签帮助你做出选择。现在，如果你还需要更多关于包装设计重要性的证明，那就必须提到Tropicana的故事。Now, Tropicana, as you know, Richard, is an American company that sells fruit-based drinks. Yeah, it's orange drinks in a carton, isn't it? Yeah. Now, way back in February 2009, for some reason, the company decided to change the design on the orange juice carton.Tropicana，正如你知道的，Richard，是一家销售果汁饮料的美国公司。对，就是那种纸盒装的橙汁。是的。早在2009年2月，这家公司不知出于什么原因，决定更改橙汁包装盒的设计。After less than two months and a 20% drop in sales, worth about $20 million, Tropicana switched back to its original design, and that had cost them $35 million. So what was the big mistake then? What did they do? Well, for some bizarre reason, Tropicana took a distinctive characteristic brand look. And that's the orange with the straw, isn't it, coming out of it? Yeah, and then they replaced it with a bland, nothing special design, just a glass of orange juice.不到两个月，销量就下降了20%，损失约两千万美元。于是Tropicana被迫恢复原有的包装设计，而这一折腾共花费了三千五百万美元。那么，他们到底犯了什么大错？他们做了什么？嗯，奇怪的是，Tropicana放弃了原本极具辨识度的品牌形象——就是那个插着吸管的橙子，对吧？没错，他们把它换成了一种平淡无奇的设计——仅仅是一杯橙汁。And so the carton instantly disappeared in the masses of no-name juice cartons. Right, so the people were actually looking for that design which they were so used to, and then they couldn't find it, so they picked something else. The product had lost its visual identity, so it was more about the packaging than the content.结果，这种新包装瞬间淹没在众多无名果汁盒中。没错，人们其实在寻找他们熟悉的那个设计，当他们找不到时，就转而选择其他品牌。产品失去了视觉上的识别度，这说明问题更多出在包装而非内容本身。Mm-hmm. Now, interesting, brands of all sizes now are starting to see the value of doing extensive research. Now, in particular, Richard, they're using this eye-tracking technology.嗯，现在有趣的是，无论大小品牌都开始意识到深入研究消费者行为的重要性。尤其是，Richard，他们正在使用一种叫做“眼动追踪技术”的工具。Yes, they can tell now what exactly the consumers are looking at, can't they? They can track their eyes over the products. So they can make comparisons with different designs and which ones attract the eye of the possible consumer the most. Well, actually, I can certainly see from the consumer's point of view, it'd be interesting to see why you actually chose one bottle or one packet over another.是的，他们现在能确切知道消费者在看什么，不是吗？他们可以追踪消费者在商品上的视线移动，从而比较不同的设计，看看哪一种最能吸引潜在顾客的注意。其实，从消费者的角度来看，了解自己为什么会选择某一瓶或某一包产品，也确实挺有趣的。Yeah, and it's certainly, from a manufacturer's point of view, something that they need to know.没错，而从制造商的角度来看，这无疑是他们必须了解的关键信息。

We're looking at the wine industry. Yeah, we're looking at two countries whose wine industries have faced two very different problems recently. Richard, we're starting with South Africa.我们来看看葡萄酒产业。是的，我们要谈的是两个国家，它们的葡萄酒产业最近面临着截然不同的问题。理查德，我们先从南非开始吧。Tell us about that. Yes, well they've been making wine for quite some time, since 1659, and they are the eighth largest wine producer, producing 3.3% of the world's wine. Who do they export to? Mainly to Europe.说说南非的情况吧。好的，他们酿酒的历史可以追溯到1659年，是世界第八大葡萄酒生产国，占全球葡萄酒产量的3.3%。那他们主要出口到哪里呢？主要是欧洲。It's 13% to the UK, 11% to Germany and 3% toFrance. So they're doing quite well. Well, as it happens, wine production in South Africa has actually been gradually falling.出口比例是：英国13%、德国11%、法国3%。所以总体来说，他们的表现还不错。不过事实上，南非的葡萄酒产量近年来一直在逐渐下降。Now it's mainly because of the drought that they've been having over the last few years. Right, but for this podcast, we're talking about a specific problem they have now. Yes, they have had a specific problem this year, is that they've got a surplus stock of about 300 million litres of wine, which is about 400 million bottles.主要原因是过去几年他们经历了严重的干旱。没错，但在这期节目中，我们要讨论的是他们现在面临的一个特殊问题。是的，今年他们面临的问题是，出现了大约3亿升葡萄酒的库存过剩，相当于4亿瓶酒。That's a lot. It's about the total wine sales for them for one year. So how has that happened? I'll give you one guess.这可不少啊，这个数量几乎相当于他们一年的葡萄酒总销量。那这是怎么发生的？我让你猜猜看。Covid. Now, South Africa has the most Covid-19 deaths of any African country and the President, he decided to introduce some serious measures and these included the total ban on alcohol sales in the country. A complete total ban? Yes, the President argued that it was necessary to reduce alcohol-related illnesses and injuries so that hospitals could instead focus just on Covid-19.新冠疫情。南非是非洲新冠死亡人数最多的国家，总统决定采取严厉措施，其中包括全国范围内全面禁止酒类销售。全面禁止？是的，总统认为这样做是为了减少酒精相关疾病和伤害，好让医院能专注于治疗新冠患者。Right, OK. Now, what was the result of that? Well, the domestic wine sales decreased by 20% and, of course, exports declined as well because people in Europe were drinking less because of the pandemic. And actually, in addition, some winemakers were unable to launch any new products and the industry actually fears a loss of 27,000 jobs across the industry.好的。那么结果如何？国内葡萄酒销量下降了20%，当然出口也下降了，因为疫情期间欧洲人也减少了饮酒量。此外，一些酿酒商无法推出新产品，整个行业预计可能会失去约27,000个工作岗位。That is 10% of the total workforce of 265,000. Not looking good for South Africa then. So what's your country then, Jackie? Well, the second country produces a lot more than South Africa, between three to four billion bottles of wine.这相当于全国26.5万名葡萄酒从业者中的10%。南非的情况看起来不太乐观。那么，杰基，你说的另一个国家是哪一个？第二个国家的产量比南非高得多，每年在30到40亿瓶之间。That's got to beFrance, hasn't it? Yeah. Now, but interestingly, Richard, over the last few years, the French wine industry too has seen a steady decline. And why is that then? A number of reasons.那一定是法国，对吧？没错。不过有趣的是，理查德，近年来法国的葡萄酒产业也在持续下滑。那是为什么呢？原因有好几个。The US has imposed import taxes on French wine. The UK left, so Brexit also caused a problem. Sales to the UK dropped.美国对法国葡萄酒征收了进口税；英国脱欧也带来了问题，对英出口量下降了。And also, interestingly, competition with many New World wines. Such as South Africa. Well, exactly, exactly.还有一个原因是来自“新世界葡萄酒”的激烈竞争。比如南非。没错，正是如此。Yes, French wine's always more expensive, isn't it? But there is now a specific problem. At least a third of French wine production, worth almost 2 billion euros, will be lost this year. Wow.是的，法国葡萄酒一直比较昂贵，对吧？不过现在他们也面临一个特殊问题。今年至少三分之一的法国葡萄酒产量将损失，价值近20亿欧元。哇。Is that Covid-related? Not because of Covid. Why then? The weather. Rare freezing temperatures have devastated many vines across the country.这也是因为新冠疫情吗？不是。那是什么原因？天气。罕见的低温冻结摧毁了全国许多葡萄藤。But it's not just the bitter frost and ice, which is the worst in decades, Richard. But the problem was, it came after a bout of warm weather. So the vines started to develop earlier than usual.不仅仅是几十年来最严重的冰霜灾害，理查德，问题在于它发生在一段温暖天气之后。葡萄藤因此提前萌芽。And then they were killed off. And then they were killed off by the frost, yeah. 80% of vineyards have been affected inFrance.然后这些嫩芽就被霜冻毁掉了。是的，被冻死了。法国80%的葡萄园受到了影响。Wow, that's a lot. That's a lot, yeah. And some areas have lost all of their crops, 100% of their crops, and they don't think they'll produce a single bottle.哇，那可真严重。是的，确实如此。一些地区的葡萄作物全部被毁，100%绝收，他们甚至预计今年一瓶酒都酿不出来。It's been devastating. I'm sure. Yeah.这太毁灭性了。是啊，确实如此。But, Richard, one wine country has done well. No US tariffs, no limits on drinking during Covid and no bad weather. Wow, where's that then?Portugal.不过，理查德，有一个葡萄酒生产国的情况相当不错。没有美国关税，没有新冠期间的饮酒限制，也没有恶劣天气。哇，那是哪儿？葡萄牙。

Since TV advertising began, there has always been food adverts aimed at children. Yes, sweets, chocolate, ice cream. But that may be about to change.自从电视广告诞生以来，就一直有针对儿童的食品广告。是的，糖果、巧克力、冰淇淋——但这种情况可能即将改变。We're looking at the UK's radical plans for advertising of junk food for children.我们今天要看看英国针对儿童垃圾食品广告的一项激进计划。There's growing concern, isn't there, Richard, that children's health is being negatively affected by how food products are marketed to children.人们越来越担心，不是吗，理查德？孩子们的健康正受到食品广告营销方式的不良影响。Yes, in the UK, the government have estimated that children under the age of 16 are exposed to billions of food adverts online every year.是的，据英国政府估计，16岁以下的儿童每年在网上接触到数十亿条食品广告。But now the government's decided to do something about it. They plan to ban all junk food adverts on TV before nine o'clock in the evening and a total ban online.但现在，政府决定采取行动。他们计划在晚上九点前禁止所有垃圾食品电视广告，并在网络上全面禁止此类广告。The total ban online. This is not just for children, is it?网络上的全面禁令。这不仅仅是针对儿童的，对吧？No, because online advertisers aren't able to effectively identify which users are children and which are adults.没错，因为网络广告商无法有效区分哪些用户是儿童、哪些是成年人。So restricting all advertising is the best way to ensure that children aren't exposed to and harmed by highly influential but unhealthy food adverts.因此，全面限制广告是确保儿童不受这些具有强大影响力但不健康的食品广告伤害的最佳方法。Now, they say that if implemented, the ban would affect ads on Facebook, Google, social media activity.他们表示，如果该禁令实施，将影响Facebook、Google等平台上的广告，以及社交媒体活动。I mean, we're talking Twitter and Instagram. How on earth are they going to do that?也就是说，还包括Twitter和Instagram。他们到底打算怎么做到这一点？I have absolutely no idea. What are they talking about?我完全不知道。他们到底在说什么？They're talking about products like burgers, meat pizzas, ice cream, chocolate, crisps.他们指的是像汉堡、肉类披萨、冰淇淋、巧克力、薯片等产品。All of these products won't be able to be advertised online.所有这些产品都将不能在网上投放广告。It may not come as a great surprise to you, but the number one advertising company in the UK is McDonald's and they spend over £85 million on advertising every year.这可能并不让人惊讶，但英国最大的广告主是麦当劳，他们每年在广告上花费超过8500万英镑。So why are they doing it, Richard? What's this big thing now?那么，他们为什么要这样做呢，理查德？这次的大动作是为了什么？Well, let's face facts. Britain is the second fattest European nation and obesity is thought to be a factor that could have worsened the country's death toll during the pandemic.说实话，英国是欧洲第二肥胖的国家，而肥胖被认为是导致新冠疫情中死亡人数更高的一个因素。Yeah. Research has shown that one in three children leaving primary school are overweight or obese.是的，研究表明，每三名小学毕业的孩子中，就有一人超重或肥胖。That's a third of 11-year-olds. That's terrible, isn't it?也就是说，三分之一的11岁儿童。真是可怕，不是吗？And obese children, I think they're five times more likely to remain obese into adulthood.而肥胖儿童成年后继续肥胖的可能性高达五倍。Yeah. Now, we mentioned how much McDonald's spends on their advertising, right?是的。我们刚提到麦当劳在广告上的花费，对吧？Now, compare that to the government's healthy eating campaign. What's the budget for that? £5.2 million.现在，把它和政府的健康饮食宣传活动预算相比——只有520万英镑。And then on top of that, the NHS spends an estimated £38 million a year on weight loss surgery.此外，英国国家医疗服务体系（NHS）每年还花费约3800万英镑用于减肥手术。Yes, but wait for it. It's a further £5.1 billion a year on treating obesity-related conditions such as diabetes, which is really increasing.是的，但更惊人的是——每年还要额外花费约51亿英镑来治疗与肥胖相关的疾病，比如糖尿病，而且这些病例正在不断增加。I think the interesting thing though, Richard, is why has Boris Johnson really taken these companies to task now?不过有趣的是，理查德，鲍里斯·约翰逊为什么现在才决定对这些公司出手？Well, in 2020, a number of UK ministers got Covid but only the Prime Minister. He was the only one who was seriously ill and needed to go into intensive care.2020年，英国有几位部长感染了新冠病毒，但只有首相本人病得很重，还被送进了重症监护室。He admitted himself he was too fat and he thought his weight was a factor in why he became so ill.他后来亲口承认，自己太胖了，并认为体重是导致病情严重的一个重要原因。So there we go, Richard. No more chocolate adverts on the telly.所以就是这样，理查德——电视上再也不会有巧克力广告了。