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關(guān)于設(shè)計(jì)的一篇小文章(英文)
我把其中的一些單詞已經(jīng)翻譯出來了，這是我轉(zhuǎn)載的,原版就是英文.我覺得不錯(cuò),和大家分享一下!
INSPIRATION NOT ASPIRATION(熱望, 渴望)
DAVID SHAH
In case you had not noticed, we are living in a “celebrity world”. The media is full of babes and hunks unencumbered (沒有阻礙的，不受妨礙的) by weighty problems who appear on TV shows and go out with the rich and famous. They do not actually say much of great importance but this “celebrity world” is getting so strong that our old society, based on class, education and elitism has completely disappeared to be replaced by a commercial type of culture where the only thing that counts（數(shù)，計(jì)算，有價(jià)值） is being marketable（適用于銷售的）and being seen.
The growth of “celebrity culture” is having three major effects on the commercial world (商界)：
1.It is built around brands. If you are going to be “seen “ and “photographed”. You had better do it in the right frock.. Versance and Gucci have been masters on handing this and their sales have profited from the exposure（位向，方向）. Beside when you buy a brand, you do not have to think or worry about style. It is all done for you. Most important of all, labels cost, and that speaks “millions” about where you are coming from and where you are going to. There is no limit to the price of clothes today and “Celebs” do not care. Dior can propose denim（粗斜紋棉布）bustiers (緊身女胸衣) at £500，Dolce&Gabanna, silk tops with Swarovsky crystal（水晶） sequins（飾片）at £6,000 and Versace, T-shapes tops with real diamond decoration (裝飾，裝飾品) at about £11,000. top Italian spinners(紡紗工人，紡紗業(yè)主) are busy manufacturing pure gold knitting yarns.
2.The problem with this culture is that everything stars to look the same. One celebrity（名聲，名人）babe looks and sounds like another, one girl band looks like another. Magazines and newspapers seem to be giving up on the “intellectual（顯示智力的，有智力的）” and the “deeply informative（情報(bào)的, 提供情報(bào)的, 見聞廣博的）” to woo（追求） potential（潛在的）advertisers(廣告客戶) and agencies with a diet of gossip（閑言碎語）, cheque book journalism and exclusive（惟獨(dú)）interviews with these “celebs” (how many serious documentaries do you see on TV these days?). Everything is designed today from the milk bottle to the perfume bottle, from toilet paper to wallpaper. In fact, everything is so over-designed that it all looks the same. The irony(諷刺，諷刺之事) of all this that the future of “design: Will be “non-design”.
3.Not everyone is enraptured（使狂喜）by a society where the only thing you can be famous for is being famous or where everything has a price but no lasting value. There is a new and very important breed(種類) of consumer on the rise.
In Viewpoint NO.7, we referred to them as the “New Tasteocracy”.
These are the people that are challenging（引起挑戰(zhàn)興趣的）the way thing are going. They want to know who is doing what, where are they doing it, why and what will be the consequences not just for themselves but the world as a whole. These are the people that stopped companies like Monsanto (GSM foods) and organization the “modus operandi” of the World Trade at the last round of talks in Seattle last November. They are in no way to be confused（困惑的） with the “Veggies（素食者）” and “green” of the early Nineties. They are a new breed of men and women with Renaissance（文藝復(fù)興時(shí)期）tastes and New Enlightenment（啟迪，教化）values. They know about the past but embrace all that is future. They do not read Vogue or Elle. They like “microzines” like “Visionaries” and products that offer an eclectic(熱忠的) mix of avant-garde（先鋒，前衛(wèi)） designer and articles about new frontier(尚待開發(fā)的領(lǐng)域; 尖端, 新領(lǐng)域)sciences. They love computers and timesaving gadgets(小配件，小玩意), but they also like cooking and gardening. They like companies with ideas (i.e. Virgin美國著名游戲軟件公司, Starbucks etc.) rather than just products and people rather than pure profit at the center of their trading philosophy. They are hungry for knowledge and information. They are prosumers rather than consumers. They would like to build and design their own house, cars, bikes and furniture. They understand the value of the community and the global, but they also prize（獎(jiǎng)賞）the individual. They do not mind companies making money, but they do expect them to behave(運(yùn)轉(zhuǎn)，舉動，舉止) responsibly both on a local and global basis. They believe in humanism, probity（正直）and authenticity（確實(shí)性，真實(shí)性）.
The influence of the “New Tasteocracy” on consumerism and design will be extraordinary. They will not just be a “Forbes”(福布斯，財(cái)富雜志) or “Sunday Times” list of 500 richest companies in the world, there will be a “New Tasteocracy ” list of O.K. Companies to do business with. These new consumers expect companies to put the emphasis on（強(qiáng)調(diào)）value, truth, authenticity（真實(shí)性），creativity, ideas, experience, customers or their employees.
Because they are intelligent, they will buy intelligently（聰明的，有智力的）. They expect the products they buy to offer more than looks and status(身份，地位). They expect them to have soul, express（特殊的，明確的）individuality（個(gè)性，個(gè)人嗜好）and even to think. For them it is becoming an anathema（詛咒）to buy Versace or Gucci because they are coming to stand for “Celebrity Culture”, which is just what the “New Tasteocracy” is running away from.
The world is now made up of three types of people. The “Haves” who want to have more plus the celebrity status that goes with it; the “have nots” who just want to “have”; and a new, enlightened(啟迪，文明) group, which wants genuine（真正的，誠懇的）, transparent and bespoke（預(yù)約，預(yù)定）companies that offer life affirming and life simplifying(簡單化) products. The Inspirational not just the Aspirational.
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