D: Yael, what's that in your hand?

Yael，手里拿的是什么？

Y: Come on, Don. Haven't you seen a cigarette before? Every day in the United States, about 1500 girls begin smoking, And I figured, why not do my share?

怎么了，Don，没见过香烟么？在美国，每天约有1500名女孩儿学会吸烟。于是我想，为何我不吸吸烟呢？

D: But Yael, don't you know that tobacco kills more than 140,000 women each year,and that half of those women are between the ages of thirty-five and sixty-nine?

但每年，有14万的女性因吸烟而患病死亡，并且在这些女性中，有一半人的年龄在35到69岁之间。难道你不知道这些吗？

Y: Yeah, but that's why I smoke a brand with low nicotine and tar content.

略懂，这就是为何我选择抽含尼古丁和焦油量低的品牌香烟。

D: Although tobacco companies advertise some cigarettes as "light," this is just an advertising ploy to obscure the risks associated with smoking--smoking a light cigarette is just as risky as smoking a regular one. In fact, research shows that people who smoke light cigarettes actually smoke differently in order to get higher levels of nicotine.

虽然烟草公司在广告中把一些香烟描述成“清淡型”，但这只是种营销手段而已，目的是为了混淆视听，让你觉得吸烟没那么危险。也就是说，吸所谓的淡型香烟和吸普通香烟是一样的，都会给健康带来威胁。事实上，有研究表明，吸淡型香烟的人也会常换换口味，吸些高尼古丁含量的香烟。

Y: I didn't know that.

这个我倒是不知。

D: The one thing you can say about tobacco companies is that they are really savvy about marketing. While tobacco ads that target men focus on cigarettes as macho or cool, tobacco ads that target women focus on social and political themes important to women. For example, ads will say that you've come a long way, or that you've found your voice, or encourage you to just be yourself, as if smoking has anything to do with progress and self-expression. Young women are especially vulnerable to these ads because addiction, disease, and premature death seem so remote to them. And the thing is, people who have smoked as few as one hundred cigarettes report having difficulty quitting.

对于烟草公司，我们只能说，他们很会做营销。对男性目标客户群，香烟广告就高举“男人”，“爽”的旗号；对女性目标客户群，香烟广告就会偏重选取一些对女性来说比较重要的社会和政治主题。比如，广告里会说，你长途跋涉了一天了，或者说，你终于找到了自己前进的道路，或者会鼓励你做自己。就好象，吸烟与你的任何进步、个性展现都能扯上关系。年轻的女性尤其不善于抵抗这些广告的诱惑，因为，吸烟上瘾，吸烟带来的疾病，以及过早死亡显得理她们是那么的遥远。但实际上，只有人吸上100根烟就会成瘾，并难以戒掉了。

Y: So, Don, can you pass me that ashtray?

Don，能把那个烟灰缸递给我吗？

D: With pleasure, Yael, as long as you put it out.

Yael, 只要你把烟掐掉，我乐意效劳。


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