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  • >> HOPE BAGOZZI: Hi, I'm Hope Bagozzi,

    嗨,我是霍普-巴戈齊。

  • Director of Marketing for McDonald's Canada.

    麥當勞加拿大公司營銷總監。

  • I'm here with a question from Isabel M., from Toronto, Ontario.

    我'在這裡有一個問題從伊莎貝爾M.,從安大略省多倫多。

  • She asks, "Why does your food look different in the advertising"

    她問,"為什麼你們的食品在廣告中看起來不一樣&quot。

  • "than what is in the store?"

    "比商店裡的東西?

  • It's a great question, Isabel. We get asked that a lot.

    這是一個偉大的問題,伊莎貝爾。我們經常被問到這個問題。

  • And if you want to come with me,

    如果你想和我一起去。

  • I'm going to take you across the street

    我帶你到街對面去吧

  • and we're going to find out a bit more. C'mon!

    我們會發現更多。C'mon!

  • >> HOPE: Hello!

    >>希望:你好!

  • >> MCDONALD'S EMPLOYEE: Hi!

    >>MCDONALD'S EMPLOYEE:Hi!

  • >> HOPE: Could I please order a Quarter Pounder with Cheese?

    >>希望:請問我可以點一份四分之一磅的芝士嗎?

  • Thank you, thank you so much!

    謝謝你,太謝謝你了!

  • Here's my hot and fresh Quarter Pounder with Cheese!

    這是我的熱乎乎的新鮮的四分之一比目魚與奶酪!

  • Oh, it looks good!

    哦,看起來不錯!

  • Look at this beauty!

    看看這個美女!

  • We'll put this one back in the box.

    我們會把這個人放回盒子裡。

  • We're going to go over to our photo studio

    我們要去我們的照相館。

  • and see a little bit more about behind the scenes,

    並查看更多關於幕後的資訊。

  • what happens at a photo shoot.

    拍照時發生的事情。

  • So we're en route to Watt Photo Studios.

    所以我們'正在前往瓦特攝影工作室的途中。

  • Watt has been our agency,

    瓦特一直是我們的代理。

  • doing all of our merchandising creative,

    做我們所有的商品創意。

  • for probably about seven years.

    大概有七年的時間。

  • What we're going to do here is

    我們在這裡要做的就是

  • we're actually going to put the burger

    我們實際上要把漢堡的

  • that you saw me just buy...

    你看到我剛剛買...

  • we're going to put it side-by-side next to a burger

    我們要把它並排放在漢堡旁邊。

  • that we going to actually craft from scratch,

    我們要真正從頭開始製作。

  • with our food stylist and our photographer.

    與我們的食物造型師和我們的攝影師。

  • We're going to compare what's different about the two.

    我們'要比較一下兩者有什麼不同。

  • I've just bought this Quarter Pounder with Cheese.

    我剛剛買了這個四分之一磅的奶酪。

  • It's as hot off the press as it can be.

    它'是熱的,因為它可以從印刷機。

  • >> NEIL: Good.

    >>NEIL:好。

  • >> HOPE: So maybe we just put that in and get a photo of it,

    >>希望:所以,也許我們只是把它放進去,然後得到一張照片。

  • so we can use that for comparison.

    所以我們可以用它來比較。

  • >> NEIL: So we'll keep the camera, the lights and everything the same.

    所以我們'會保持攝影機、燈光等一切不變。

  • It will be a direct comparison of the right side of both burgers.

    這將是兩個漢堡的右邊的直接比較。

  • >>HOPE:Perfect, that makes total sense.

    >>HOPE:完美,這完全有道理。

  • What I'm going to do is introduce you now to Noah,

    我現在要做的是向你介紹諾亞。

  • who is our food stylist.

    誰是我們的食物造型師。

  • Ohâ that burger was made in about a minute or so.

    哦â,漢堡是在大約一分鐘左右的時間。

  • The process we go through on the average shoot takes several hours.

    我們一般拍攝的過程需要幾個小時。

  • And here, I think it's important to note

    而在這裡,我認為重要的是要注意到

  • that all the ingredients that Noah uses

    諾亞使用的所有材料

  • are the exact same ingredients that we use in the restaurant.

    都是我們在餐廳裡使用的相同食材。

  • So it's the exact same patties,

    所以它'是完全一樣的餡餅。

  • it's the exact same ketchup, mustard and onions.

    這是完全一樣的番茄醬,芥末和洋蔥。

  • And the exact same buns.

    還有一模一樣的包子。

  • Almost ready for you, Neil.

    就要給你準備好了,尼爾

  • >>NOAH: Hey Neil.

    >>諾亞:嘿,尼爾。

  • >>NEIL: We want to be able to show

    我們希望能夠顯示出...

  • the pickles and the condiments as we build.

    醃菜和調味品,因為我們建。

  • HOPE:Right.

    HOPE:對。

  • NEIL:In the store, they would naturally

    在商店裡,他們會自然而然地...

  • just line it up, straight in line.

    只要把它排好,直接排好。

  • We have to bring it back a little bit,

    我們必須把它帶回來一點。

  • to reveal the fact that it comes

    揭穿

  • with the pickles and the slivered onions.

    與泡菜和洋蔥片。

  • >>NOAH: Because we're in a one-dimensional world in the camera,

    >>諾亞:因為我們'在鏡頭裡是一個一維的世界。

  • everything is in the back in the picture.

    一切都在後面的圖片。

  • I don't know what's actually in it.

    我不知道里面到底有什麼'。

  • This way, we can at least tell people

    這樣,我們至少可以告訴大家

  • you have ketchup, you have mustard,

    你有番茄醬,你有芥末。

  • you have two pieces of cheese

    你有兩塊奶酪

  • and you know what you're getting.

    你知道你會得到什麼。

  • >>HOPE: Perfect onion selection.

    >>希望:完美的洋蔥選擇。

  • It's like you're a surgeon in there.

    就像你在裡面是個外科醫生一樣。

  • >>NEIL:Because we've had to put things forward,

    >>NEIL:因為我們'不得不把事情提出來。

  • the bun is sitting crooked.

    饅頭都坐歪了。

  • So he's just compensating...

    所以他只是在補償... ...

  • >>NOAH: So Hope, I'm just melting down the cheese with my palette knife.

    >>諾亞:所以,霍普,我'只是在用調色刀融化奶酪。

  • Maybe I'll put mustard, ketchup...

    也許我會把芥末,番茄醬... ...

  • actually, ketchup, mustard, ketchup.

    其實,番茄醬,芥末,番茄醬。

  • >>NOAH: You ready?

    >>諾亞:你準備好了嗎?

  • >>NEIL: Yep.

    >>NEIL:是的。

  • >>HOPE: Oh, beautiful!

    >>希望。哦,漂亮!

  • >>NOAH: That's nice.

    >>諾亞:這很好。

  • >>HOPE: This burger looks pretty good as is.

    >>希望:這個漢堡看起來相當不錯,因為它是。

  • I don't think it's going to need much retouching whatsoever.

    我不'認為它'的將不需要什麼修飾什麼。

  • Let me introduce you to Stuart Murray.

    讓我給你介紹一下斯圖爾特-莫里。

  • He's going to take the side-by-side comparison

    他'要拿側面的比較。

  • and do a little finessing of the product.

    並對產品做一下微調。

  • The less amount of retouching that we do to something,

    我們對一些東西的修飾量越少。

  • the less perfect it looks.

    看起來越不完美。

  • But actually, it looks more appetizing and more convincing.

    但實際上,這看起來更有食慾,更有說服力。

  • Just enhancing some colour,

    只是增強一些色彩。

  • taking out some of the little accidents that might happen in preparation,

    把一些準備過程中可能發生的小意外排除在外。

  • which obviously doesn't show the product in its best possible light.

    這顯然不'以最好的方式展示產品。

  • Here you can definitely see that there is a size difference.

    在這裡,你肯定可以看到,有一個尺寸的差異。

  • The box that our sandwiches come in keep the sandwiches warm,

    我們的三文治裝在盒子裡,可以讓三文治保持溫暖。

  • which creates a bit of a steam effect,

    這就產生了一點蒸汽效應。

  • and it does make the bun contract a little bit.

    而且它確實使包子收縮了一點。

  • And then the main difference is the fact that

    然後主要區別在於

  • we actually took all the ingredients

    其實我們把所有的原料

  • that are normally hidden under the bun

    掩耳盜鈴

  • and we pulled them to the foreground,

    我們把他們拉到了前臺。

  • so that you could see them.

    這樣你就可以看到他們。

  • And those are the main differences.

    而這些都是主要的區別。

  • So Isabel, thank you so much for your question,

    所以伊莎貝爾,非常感謝你的問題。

  • and we hope that's answered it for you.

    我們希望,'的為你解答。

  • Thanks.

    謝謝你

>> HOPE BAGOZZI: Hi, I'm Hope Bagozzi,

嗨,我是霍普-巴戈齊。

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B1 中級 中文 諾亞 番茄醬 芥末 漢堡 奶酪 伊莎貝爾

廣告裡的麥當勞看起來比較好吃?到底動了甚麼手腳?(Behind the scenes at a McDonald's photo shoot)

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    VoiceTube 發佈於 2013 年 01 月 17 日
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