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Neil: Hello. Welcome to 6 Minute English, I'm Neil.
哈囉,歡迎來到 6 分鐘英語,我是 Neil
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Rob: And I'm Rob.
我是 Rob
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Neil: Rob, what generation are you?
Rob,你是哪個世代的?
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Rob: Well what are my choices?
Rob: 有哪些可以選啊?
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Neil: You can't choose what generation you are,
Neil: 你不能選擇你的世代啦!
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it depends on when you were born.
它取決於你出生的年代
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Rob: Oh, OK then, what are the different generations?
Rob: 喔,那好吧,有哪些不同的世代呢?
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Neil: Well, there are baby boomers, who
Neil: 有嬰兒潮代
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were born in between the 1940s and the early
生於 1940 年到 1960 年初之間的
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60s. Then there was Generation X, born
再來是 X 世代
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between the mid 1960s and the early
生於 1960 年到 1980 年初之間
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1980s. Then there is Generation Y,
然後是 Y 世代
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also known as millennials, born mid
也是大家都知道的千禧世代
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1980s to late 1990s, and ...
生於 1980 年到 1990 年之間
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Rob: OK, let me guess, Generation Z? Born
Rob: OK,讓我猜猜,Z 世代是出生於
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in the late nineties or early noughties?
90 年後或是 2000 年初
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Neil: You're very smart. So, which one are you?
Neil: 您真聰明,所以你是哪個世代呢?
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Rob: Ah, that would give away my age,
Rob: 呃,那會透露出我的年齡,對吧?
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wouldn't it! OK, I have to confess I am
好吧,我要坦白說我是
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Generation X. And what about you, Neil?
X 世代,Neil 那你呢?
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Neil: Yes me too, Generation X. But today
Neil: 我也是 X 世代的,但今天
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we're going to focus on Generation Z, also
我們今天要討論的是 Z 這個世代
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known as Gen Z. What marks Gen Z in
也是俗稱的 Z 世代,Z 世代比較特別的是
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particular is that they are the social media
它是個社群媒體的世代
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generation. They have never known a time
他們沒有經歷過
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without social media.
沒有社群媒體的年代
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Rob: Oh, poor them!
噢,可憐的他們!
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Neil: Mmm, well, that's one view. Other
Neil: 嗯,那只是一個看法
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opinions are available. Before we look at
還有其他的意見,在我們
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Gen Z in more detail, a question though.
進一部探討 Z 世代前,先考一個問題
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No one can quite agree on who first used
沒有人可以確定誰先使用了
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the term 'social media', but we do know
『社群媒體』這個詞,但是我們知道
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from which decade it came. Was it...
它在哪個年代誕生的,它是在
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a) the 1980s, b) the 1990s, c) the noughties,
(A) 1980 年 (B) 1990 年 (C) 2000 年
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that is the first decade of the 21st Century.
同時也是 21 世紀的第一個年代
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Rob, what's your answer?
Rob,你的答案是什麼?
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Rob: Well, come on, it's quite a recent
Rob: 拜託,它是個近期的東西
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thing. It's got to be c) the noughties.
一定是 (C) 2000 年
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Neil: We'll find out the answer later in the
Neil: 我們晚點在節目會找到答案
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programme. Now we're going to hear
那我們現在先聽
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from Hiral Patel who is an analyst for
來自 Barclays 銀行的分析師 Hiral Patel
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Barclays. She appeared on BBC Radio 4's
她來到 BBC 第 4 電台的
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You and Yours programme and was
You and Yours 節目
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asked whether there was much difference
被問到千禧與 Z 世代
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between millennials and Generation Z.
有很多不同的地方嗎?
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Does she think they are the same or different?
她會認為是一樣的還是不同的呢?
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Hiral Patel: Most people view Generation
Hiral Patel: 多數人認為 Z 世代
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Z as mini-millennials - and that's because
是迷你版的千禧世代 - 是因為
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there is an obsession with the word
對千禧這詞的認定
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'millennial'. Our research shows
我們的研究指出
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that Gen Z are different and that they have
Z 世代比較不一樣,他們有自己的
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their own set of values and preferences
一套的價值觀與偏好
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which consumer brands need to cater for.
也是消費品牌需要迎合的部分
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Our research found that Gen Z are
研究發現 Z 世代都是
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tech-innate, hyper-informed consumers,
天生的科技通以及消息靈通的消費者
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and extremely savvy. This hyper-connected
且非常的精明,現今活在這高度連結的世界
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world that we live in today is a new norm for them.
對他們來說是一個新的準則
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Neil: So Rob, does Hiral Patel think there
Neil: Rob,Hiral Patel 認為
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is much difference between the two generations?
這兩個世代有不同之處嗎?
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Rob: Yes, she does. But she comments
Rob: 有,她認為有的
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that not everyone does. 'Millennial' is a
但她也說到不是每個人都這麼認為
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term that is used so frequently that many
千禧這詞常被泛指
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people think it refers to all young people.
所有的年輕人
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Gen Z, she says are not mini-millennials,
Z 世代表示不是迷你的千禧世代
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they are quite different and have their own
他們不太一樣且有自己的
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values and preferences.
價值觀與偏好
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Neil: And this is important for consumer brands,
Neil: 這對消費品牌是很重要的
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for companies who want to sell to this
想要賣東西他們的公司
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generation. They need to cater for that
他們需要去迎合這世代
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generation, which means they need to
意味著他們需要提供
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provide goods that Gen Z want.
Z 世代會想要的東西
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Rob: And she describes Gen Z as being
Rob: 還有她形容 Z 世代是個
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tech-innate, hyper-informed consumers.
天生的科技通、消息靈通的消費者
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Neil: It's a bit of a mouthful but essentially
Neil: 講的還滿多的但基本上
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it means that they are extremely
是說他們非常
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comfortable with modern technology and
的能接受現代科技
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social media and as a result have a lot of
還有社群媒體,結果擁有了
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information about what's going on in the
世界各地的資訊
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world. This makes them savvy.
這也使他們變得精明
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Rob: And being 'savvy' means being able
Rob: 精明意味著能夠
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to understand situations well and make
充分了解行情並做出明智的決定
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clever decisions because of this knowledge.
多虧於有科技面知識
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Neil: Now I think I'm pretty savvy when it
Neil: 現在我認為我非常的精通
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comes to modern connected technology
對於現代連結的科技
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and media, but I didn't grow up with it, it's
與社群媒體,雖然我的成長過程沒有它們,
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new. For Gen Z, this level of technology is
他們是新東西。這等級的科技
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what is normal, it's all around and always
對 Z 是代的人來說一直都是很普通的東西
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has been, it's their norm, as Hiral Patel put
這是他們基本的知識,就像 Hiral Pate 所說的
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it. Here she is again:
又換她了
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Hiral Patel: Most people view Generation Z
Hiral Patel: 多數人視 Z 世代
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as mini-millennials - and that's because
為迷你千禧 - 那是因為
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there is an obsession with the word
對『千禧』這一詞的認定
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'millennial'. Our research shows that Gen Z
我們的研究指出 Z 世代
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are different and that they have their
有不同之處,他們有自己
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own set of values and preferences which
一套的價值觀與偏好
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consumer brands need to cater for. Our
使得消費者品牌要去迎合他們
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research found that Gen Z are tech-innate,
研究也指出 Z 世代的人是天生的科技通
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hyper-informed consumers, and
也是消息也靈通、又非常精明的
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extremely savvy. This hyper-connected
消費者。現今我們所活在的
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world that we live in today is a new norm for them.
高連結世界,對他們來說是新的準則
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Neil: Right time to review this week's
Neil: 到了複習本周單詞的時間
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vocabulary, but first let's have an
首先我們要來解答
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answer to that quiz. In what decade was
前面的問題,社群媒體
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the term 'social media' first coined? Was it:
是在哪的年代發明的? 它是在
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a) the 1980s, b) the 1990s, c) the noughties
(A) 1980 年代 (B) 1990 年代 (C) 2000 年代
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What did you say, Rob?
你選那個,Rob?
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Rob: Yeah, well I said c) the noughties.
Rob: 我選 (C) 2000 年代
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Neil: You're wrong. Perhaps unsurprisingly,
Neil: 你答錯了,不出所料
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the 1990s is the answer. I'm sure most of
1990 年代才是正確的,我非常確定
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you got that one correct. Right, now, the vocabulary.
大多數的你們都會答對這題,現在來討論單詞
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Rob: Yes this week we've been talking
Rob: 這周我們一直在討論
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about 'generations'.
『世代』
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This is a term used to describe people born
這詞通常是用來形容在特定時代
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in a particular period of time, usually, but
出生的人們
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not always a period of about 18 to 20 years.
但不總是在 18 到 20 年間
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Neil: And we were focussing on
Neil: 我們也有討論到
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Generation Z or Gen Z which includes
Z 的世代或是 Z 世代
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those born in the early noughties,
包括了 2000 年初的
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which is the first decade of the 21st
2000 到 2009 年,這也是 21 世紀
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Century from 2000 to 2009.
的第一個年代
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Rob: The next expression was 'to cater for'.
Rob: 下一個詞是『迎合』
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This means to provide something that is
它的解釋是提供特定族群
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needed or wanted for a particular group.
需要或是想要的東西
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And if you are trying to sell something,
如果你想要賣東西的話
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you need 'to cater for' your target market.
你需要去迎合你的目標市場
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Neil: And if your market is Gen Z you need
Neil: 如果你的市場是 Z 世代的話
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to be aware that they are tech innate,
你需要注意到他們是天生的科技通
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hyper-informed. They have grown up with
且消息靈通。他們從小就開始
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connected technology and are very knowledgeable.
使用科技產品,懂得東西比較多
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Rob: This makes them extremely 'savvy'.
Rob: 這使的他們很精明
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This adjective means 'smart and
這詞是表示聰明與智慧
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intelligent'. In this context it means they
在這段對話裡表示他們
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are able to make smart decisions
對於買東西
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about what to buy because they are
能夠做出明智的決定
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connected so many sources of information.
因為他們知道很多資訊
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And for Gen Z, this level of interaction and
至於 Z 世代,他們互動與連結的程度
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connectivity is 'the norm'. It's what is
是個準則,
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normal, what is usual for them. So where I
對他們來說是沒什麼的
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struggle sometimes with modern life and
但這現代生活與科技對我來說有點吃力
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technology - for Gen Z, it's easy.
對 Z 世代卻很輕鬆
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Neil: Well that may be true but I'm savvy
Neil: 儘管如此,我還是很精明的知道
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enough to know that it's time to end the
該要結束今天的節目了
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programme. Do join us again next time
下次在收聽我們的頻道
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and remember you can find us on
還有可以在 Instagram、Facebook、
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Instagram, Facebook, Twitter, YouTube
Twitter、 YouTube 頻道找到我們
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and of course our website bbclearningenglish.com.
當然還有我們的網站 bbclearningenglish.com.
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And let's not forget our app Rob!
還有別忘了我們的 App, Rob!
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Rob: Download it now. It's free!
現在就下載,是免費的
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Neil: Join us again next time. Goodbye.
Neil: 歡迎下次收聽,再見
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Rob: Bye!
拜!