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“童心未泯的一代”崛起
添加时间:2017-04-16 18:39:23 浏览次数: 作者:未知
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  • For Rob Willner, when work finishes, playtime begins. He likes nothing more when he gets home of an evening, than to kick off his shoes and upturn1 a crate2 of sleek3 Scandinavian Lego.

    对于罗布•维尔纳来说,工作结束以后,游戏时间就开始了。傍晚下班回到家,踢掉鞋子,搬出酷炫的丹麦乐高积木箱,这就是他最幸福的时刻。

    “It’s not like I’m obsessed4 with it, but there’s a simplicity5 to Lego models that’s quite nice – to clear your mind and help it focus a bit,” he says, only a touch sheepishly.

    “我并没有沉迷于此,不过,乐高玩具的确有一种简单质朴的美好,它可以让我保持头脑清醒,帮我集中注意力,”他有点害羞地说。

    Willner is 25 years old, and combines studying for a PhD in anthropology6 and religion at the University of Kent with youth work in north London, where he lives with his wife, Adele, a teacher. And he is not alone in his childish after-work habits.

    维尔纳今年25岁,他在肯特大学攻读人类学与宗教的博士学位,同时还在北伦敦从事青少年工作,他的妻子阿黛尔是一名老师,两人一起住在北伦敦。说到他下班后孩子气的兴趣爱好,其实很多人都和他一样。

    According to new research conducted by NPD Group, a retail7 analyst8, sales of toys to adults have increased by almost two thirds over the past five years, and by more than 20 percent in just the last year. As a result, the ‘toys for adults’ market (which, by the way, is a careful Google search, best done at home) is now worth £300m – and said to be growing three times faster than the children’s toy market itself.

    市场调研机构NPD的一项新研究表明,过去五年中,卖给成人的玩具数量几乎增长了三分之二,光是去年就超过20%。所以“成人玩具”的市场(顺便说一句,如果你要用谷歌搜索这个关键词,一定要小心,最好在家搜索)如今已价值3亿英镑(26亿元人民币),并且据说比儿童玩具市场的增长还快三倍。

    As with most things, millennials are largely to blame. More than half of the ‘kidult’ spend comes from 18 to 34-year-olds, snapping up everything from £500 Scalextric sets to drones, Nerf guns and £2,00 Star Wars Lego models.

    与很多其他事情一样,千禧一代是主要的责任人。超过半数的“购买儿童玩具的成年人”年龄在18到34岁之间,从500英镑的Scalextric赛车系列到无人机,从Nerf手枪到200英镑的星球大战乐高模型,无一不是他们抢购的对象。

    For some it’s a chance to recapture the careless raptures9 of childhood, while for others it’s a chance to escape the hassle and hardships of adult life – akin10 to other ‘mindfulness aids’ like adult colouring books and dot-to-dot. For Willner, it’s both.

    对一些人来说,这些玩具可以重温童年时代无忧无虑的幸福,而对于另一些人来说,它们可以使人逃离成人世界的困扰和艰辛——就像其他帮助“正念”的成人填色本和点对点智力游戏一样。对于维尔纳来说,这两种原因都有。

    “It reminds me of the playful side of life, but also helps me to keep perspective. Lego isn’t transcendent, but it’s fun, and gives you a chance to think about what’s really important.”

    “它总能让我想到生活有意思的一面,但同时也引导我客观地看世界。乐高并不是什么超然的东西,但是它十分有趣,它可以让你思考什么是真正重要的事物。”

    At home in Enfield, he has two technicolour crates11 of loose childhood Lego tucked away under a bed, but also various large “sentimental12” models ornamenting13 the house. For instance, there’s a Lego VW campervan (worth £85) he and Adele received as a wedding present last summer, reminding them of the full-size version they drove across New Zealand. Or the Star Wars’ ‘X-Wing Fighter’ his youth group recently clubbed together to get him as a thank-you present. Privately14, he adds to his collection with a new model every two months or so, normally from the infrastructure-for-fun Lego City range – which isn’t as babyish as some.

    在恩菲尔德的家中,他在床底下存放着两只彩色箱子,里面是童年时代已经松动的乐高玩具,他还用各式各样怀旧的大件模型来装饰房子。比如有一只大众牌露营车的乐高玩具(价值85英镑),这是去年夏天他与阿黛尔收到的结婚礼物,这件乐高总是让他们想起在新西兰时开的那辆大众车。还有一只星球大战的“X-Wing战斗机”,这是他所在的青年组织一起买给他的谢礼。而私下里,他每两个月左右就添一件新的收藏品,通常都是乐高城市系列的趣玩基础款,这些东西不像有些玩具那么幼稚。

    “In a way, this comes around with each generation,” says Lou Ellerton, a brand consultant15 with considerable experience tracking consumer trends. “A decade ago, people might remember board game cafés being all over the news. That was Generation X experiencing the same nostalgia16 and backlash against work; we called them ‘greenagers’ – grown-up teenagers. What we’re seeing now is Generation Y having the same feelings, and they’re less ashamed about it.”

    “某种程度上说,每代人都会这样,”善于捕捉消费趋势的品牌顾问卢•伊勒顿说,“十年之前,人们或许还记得,新闻中全是桌游咖啡厅的报道。那是有着相同的怀旧情绪并且同样厌恶工作的X一代(出生于1970年代的美国人),我们称他们是“成年的孩子们”。而我们现在所看到的是Y一代(出生于1980年后的美国人)相同的情感,只不过他们不那么感到羞愧了。”

    Indeed, as millennials have sought to return to the toys of their own childhoods, clever brands have pandered17 to their every needs, often charging very adult prices for essentially18 souped-up versions of 90s toys. Could it be that Gen Y, unable to afford to move on with their lives in the traditional sense – getting a mortgage, for one – are seeking more immediate19 pleasures?

    的确,当千禧一代回归各种儿时的玩具时,精明商家便努力迎合他们的各种需求,经常把改装过的90年代的玩具高价卖给成年人。Y一代会不会因为承担不起传统意义上长大的代价——比如支付不起抵押贷款——而去寻求更加直接的乐趣呢?

    “Probably true,” says Ellerton. “If they put every spare pound they get into savings20 now, it could [still] take 10 or 15 years to get a deposit. This generation is characterised by not putting off today for tomorrow – they spend on experiences, so £500 for a toy is worth it to them.”

    伊勒顿说:“很有可能是这样。如果他们把多余的每一分钱都存进银行,也得花10到15年才能有一笔像样的存款。这一代人的特点就是及时行乐,他们喜欢花钱体验生活,所以一个价值500英镑的玩具对他们来说是物有所值。”

    And it’s not just millennials. The ‘middle aged’ bracket of 34-50 may be least likely to buy their own toys – as they’re most likely to have young children themselves – but baby boomers account for a fifth of the ‘kidult’ market spend.

    不仅仅千禧一代是如此。34到50岁的中年一代应该是最不可能给自己买玩具的人群,毕竟他们基本都有自己的孩子了,而事实却是,战后婴儿潮一代(1946年-1964年出生人群)的消费竟占据了五分之一的“成人玩具”市场。

    “I have a lot of toys around the house, but it’s more of a way of connecting with the kids,” says Andrew Birkin, a 71-year-old screenwriter with young children from his second marriage. “[The toys] went away when my older ones grew up, but now I get them out to spend time with them and fiddle21 about myself. I’m fortunate – my five-year-old loves World War One and rockets and planes, so that’s interesting for me as well. I even bought a drone, to take photos and show him.”

    “我家里有很多玩具,但这些大多都是与孩子们一起玩耍用的,”71岁的编剧安德鲁•伯金这样说,他与继子女住在一起。“年纪大一些的孩子们长大后,他们的玩具就都收起来了,但是现在我把它们找了出来,陪孩子们玩,自己同时也以此打发时间。我很庆幸我五岁的小儿子喜欢一战玩具,还喜欢火箭和飞机,我对这些也很感兴趣。我甚至还买了一架无人机,用来拍照并给我的小儿子展示。”

    Willner’s motivations are slightly more profound. When he became a man, it was important he didn’t put away childish things.

    而维尔纳想得更深刻一些。当他长大成人时,还能葆有一颗简单的童心是多么的重要。

    “I don’t want to be one of these people surrounded by models or spending all my money [on toys], but it’s more like a symbol of what really matters – fun.”

    “我不想成为那些整天围着玩具模型团团转的人,也不想把所有钱都花在玩具上,但是这些玩具却能够代表生活中真正重要的东西,那就是乐趣。”

     11级    双语 


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    1 upturn [ˈʌptɜ:n] 8jdwQ   第11级
    n.情况好转
    参考例句:
    • Experts have forecasted an upturn in the stock market. 专家已预测股票市场价格有上升趋势。
    • The economy is experiencing an upturn. 经济正在好转。
    2 crate [kreɪt] 6o1zH   第10级
    vt.(up)把…装入箱中;n.板条箱,装货箱
    参考例句:
    • We broke open the crate with a blow from the chopper. 我们用斧头一敲就打开了板条箱。
    • The workers tightly packed the goods in the crate. 工人们把货物严紧地包装在箱子里。
    3 sleek [sli:k] zESzJ   第10级
    adj.光滑的,井然有序的;v.使光滑,梳拢
    参考例句:
    • Women preferred sleek, shiny hair with little decoration. 女士们更喜欢略加修饰的光滑闪亮型秀发。
    • The horse's coat was sleek and glossy. 这匹马全身润泽有光。
    4 obsessed [əb'ses] 66a4be1417f7cf074208a6d81c8f3384   第8级
    adj.心神不宁的,鬼迷心窍的,沉迷的
    参考例句:
    • He's obsessed by computers. 他迷上了电脑。
    • The fear of death obsessed him throughout his old life. 他晚年一直受着死亡恐惧的困扰。
    5 simplicity [sɪmˈplɪsəti] Vryyv   第7级
    n.简单,简易;朴素;直率,单纯
    参考例句:
    • She dressed with elegant simplicity. 她穿着朴素高雅。
    • The beauty of this plan is its simplicity. 简明扼要是这个计划的一大特点。
    6 anthropology [ˌænθrəˈpɒlədʒi] zw2zQ   第8级
    n.人类学
    参考例句:
    • I believe he has started reading up anthropology. 我相信他已开始深入研究人类学。
    • Social anthropology is centrally concerned with the diversity of culture. 社会人类学主要关于文化多样性。
    7 retail [ˈri:teɪl] VWoxC   第7级
    n.零售;vt.零售;转述;vi.零售;adv.以零售价格
    参考例句:
    • In this shop they retail tobacco and sweets. 这家铺子零售香烟和糖果。
    • These shoes retail at 10 yuan a pair. 这些鞋子零卖10元一双。
    8 analyst [ˈænəlɪst] gw7zn   第9级
    n.分析家,化验员;心理分析学家
    参考例句:
    • What can you contribute to the position of a market analyst? 你有什么技能可有助于市场分析员的职务?
    • The analyst is required to interpolate values between standards. 分析人员需要在这些标准中插入一些值。
    9 raptures [ˈræptʃəz] 9c456fd812d0e9fdc436e568ad8e29c6   第9级
    极度欢喜( rapture的名词复数 )
    参考例句:
    • Her heart melted away in secret raptures. 她暗自高兴得心花怒放。
    • The mere thought of his bride moves Pinkerton to raptures. 一想起新娘,平克顿不禁心花怒放。
    10 akin [əˈkɪn] uxbz2   第11级
    adj.同族的,类似的
    参考例句:
    • She painted flowers and birds pictures akin to those of earlier feminine painters. 她画一些同早期女画家类似的花鸟画。
    • Listening to his life story is akin to reading a good adventure novel. 听他的人生故事犹如阅读一本精彩的冒险小说。
    11 crates [kreits] crates   第10级
    n. 板条箱, 篓子, 旧汽车 vt. 装进纸条箱
    参考例句:
    • We were using crates as seats. 我们用大木箱作为座位。
    • Thousands of crates compacted in a warehouse. 数以千计的板条箱堆放在仓库里。
    12 sentimental [ˌsentɪˈmentl] dDuzS   第7级
    adj.多愁善感的,感伤的
    参考例句:
    • She's a sentimental woman who believes marriage comes by destiny. 她是多愁善感的人,她相信姻缘命中注定。
    • We were deeply touched by the sentimental movie. 我们深深被那感伤的电影所感动。
    13 ornamenting [ˈɔ:nəməntɪŋ] ad92e5d128c4c6f1196d88163c1e11e6   第7级
    v.装饰,点缀,美化( ornament的现在分词 )
    参考例句:
    • They are ornamenting a Christmas tree. 他们在装饰圣诞树。 来自《简明英汉词典》
    • I am appreciated your great efforts for ornamenting this suffering order to a mysterious yashmak. (译文)我非常感谢你们巨大的努力给这张多灾多难的订单披上神秘的面纱。 来自互联网
    14 privately ['praɪvətlɪ] IkpzwT   第8级
    adv.以私人的身份,悄悄地,私下地
    参考例句:
    • Some ministers admit privately that unemployment could continue to rise. 一些部长私下承认失业率可能继续升高。
    • The man privately admits that his motive is profits. 那人私下承认他的动机是为了牟利。
    15 consultant [kənˈsʌltənt] 2v0zp3   第7级
    n.顾问;会诊医师,专科医生
    参考例句:
    • He is a consultant on law affairs to the mayor. 他是市长的一个法律顾问。
    • Originally, Gar had agreed to come up as a consultant. 原来,加尔只答应来充当我们的顾问。
    16 nostalgia [nɒˈstældʒə] p5Rzb   第9级
    n.怀乡病,留恋过去,怀旧
    参考例句:
    • He might be influenced by nostalgia for his happy youth. 也许是对年轻时幸福时光的怀恋影响了他。
    • I was filled with nostalgia by hearing my favourite old song. 我听到这首喜爱的旧歌,心中充满了怀旧之情。
    17 pandered [ˈpændəd] 95630b6c7b1b0011528ae41f5667986a   第11级
    v.迎合(他人的低级趣味或淫欲)( pander的过去式和过去分词 );纵容某人;迁就某事物
    参考例句:
    • The newspaper here pandered to people's interest in sex scandals. 这里的报纸迎合了人们对桃色新闻的兴趣。 来自《简明英汉词典》
    • His films never pandered to public taste. 他的电影从不迎合公众的口味。 来自《简明英汉词典》
    18 essentially [ɪˈsenʃəli] nntxw   第8级
    adv.本质上,实质上,基本上
    参考例句:
    • Really great men are essentially modest. 真正的伟人大都很谦虚。
    • She is an essentially selfish person. 她本质上是个自私自利的人。
    19 immediate [ɪˈmi:diət] aapxh   第7级
    adj.立即的;直接的,最接近的;紧靠的
    参考例句:
    • His immediate neighbours felt it their duty to call. 他的近邻认为他们有责任去拜访。
    • We declared ourselves for the immediate convocation of the meeting. 我们主张立即召开这个会议。
    20 savings ['seɪvɪŋz] ZjbzGu   第8级
    n.存款,储蓄
    参考例句:
    • I can't afford the vacation, for it would eat up my savings. 我度不起假,那样会把我的积蓄用光的。
    • By this time he had used up all his savings. 到这时,他的存款已全部用完。
    21 fiddle [ˈfɪdl] GgYzm   第9级
    n.小提琴;vi.拉提琴;不停拨弄,乱动
    参考例句:
    • She plays the fiddle well. 她小提琴拉得好。
    • Don't fiddle with the typewriter. 不要摆弄那架打字机了。

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