​赛百味，韩剧植入广告之王

今天没有瓜，看看韩剧植入广告那些事儿。

无注释原文：

Korean TV's Unlikely Star: Subway Sandwiches

The New York Times

In an episode of the Korean television show “The K2,” which takes place in a world of fugitives and bodyguards, a man is being treated with a defibrillator when he enters into a dream state. On the fringe of death, he recalls taking a past love to a Subway restaurant and to a park for a picnic, where he gently feeds her a sandwich and soft drink with the Subway logo facing the camera.

The detail is not a narrative quirk. It is a result of South Korea’s broadcasting regulations and the aggressive use of product placement in the country’s shows by Subway, the American sandwich chain famous for its $5 foot-longs.

“People joke, ‘If I had a drink every time Subway popped up, I’d be drunk before the first half is over,’” said Jae-Ha Kim, a journalist in Chicago who reviews Korean dramas. “Everyone here’s like, ‘I never got a Subway sandwich that looked that good, with that much meat.’”

Product placement in TV shows is a reality the world over. But South Korea’s terrestrial stations are prevented from inserting commercial breaks during programming, meaning many Korean companies must be creative about getting their wares in front of viewers. As Korean dramas have become more popular with international audiences, global brands have pushed to be part of the action.

And no company has pushed harder than Subway, which has grown into the world’s largest fast-food chain by store count since its founding in 1965 in Bridgeport, Conn.

Colin Clark, the country director for Subway in South Korea, said product placements in popular dramas like “Descendants of the Sun” had a positive impact on global sales, specifically citing markets in China and Singapore.

“I swear to you, it was a difference between night and day — before the product placement and after the product placement — the effect it had on the customers,” said Mr. Clark, who declined to provide specific sales figures.

Subway did not provide a total of how many Korean dramas its products had appeared in, but an informal tally by The New York Times counted appearances on 17 shows. That can add up to a lot of people seeing the company’s cold cuts. Netflix, with over 203 million worldwide members, has become a leading portal for Korean dramas. When the highly anticipated Korean drama “Sweet Home” was released on Netflix in December, 22 million viewers watched the show in its first month.

By sleekly presenting its products on Korean dramas as a harbinger of cool, Subway is also presenting a fresh image to American viewers who are increasingly watching the shows.

Recently, the company has faced scrutiny of its bread, which an Irish court ruled is not bread, and its tuna, which a lawsuit claimed is “anything but tuna.”

But on TV, pristinely clean Subway shops that pop with bright colors serve as the setting for business meetings, social gossip and dates for beautiful couples. Instead of cookies and tea, elderly Korean TV characters keep freshly wrapped Subway sandwiches at the ready — you never can know when an unexpected guest will drop by and crave an Italian sub.

On the popular Korean drama “Crash Landing on You,” North Korean soldiers and a South Korean businesswoman find common ground through Subway sandwiches.

Product placement in Korean shows began in earnest in 2010, when South Korea’s stringent broadcasting laws eased restrictions on the practice in an effort to increase network revenues and promote Korean goods. In 2018, South Korea’s networks sold $114 million worth of product placement, up 15 percent from the previous year, according to Soobum Lee, a mass communication professor at Incheon National University.

Shows collect an average of about $900,000 from product placements, although 2016’s “Descendants of the Sun” sold triple that amount, Mr. Lee said. It was also criticized by some viewers for excessive product placement.

Other American companies, like Papa John’s Pizza, have used product placements in Korean dramas, but none are as ubiquitous as Subway.

Ms. Kim said these kinds of shoehorned ads had become popular topics of discussion online, with some fans claiming they disrupt plots and threatening to stop watching altogether.

She pointed to criticism of the show “Guardian: The Lonely and Great God” (also known as “Goblin”) and a scene where it’s inferred that the protagonist prevents a man from committing suicide; in an effort to cheer him up, the suicidal man is handed a Subway sandwich. Subway is also celebrated in death; in another episode, the Grim Reaper is shown enjoying a meal from the chain.

“I know in the U.S. people are sick of it,” Ms. Kim said of the product placement. “We’ve had Subway, we know it’s not good. Stop trying to make it seem good.”

While American viewers may roll their eyes at Subway’s being portrayed as haute cuisine, Seung-Chul Yoo, a communications professor at Ewha Womans University in Seoul, said product placement had been proved to work.

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注：中文文本为纽约时报官方译文，仅供参考

含注释全文：

Korean TV's Unlikely Star: Subway Sandwiches

赛百味，韩剧植入广告之王

The New York Times

In an episode of the Korean television show “The K2,” which takes place in a world of fugitives and bodyguards, a man is being treated with a defibrillator when he enters into a dream state. On the fringe of death, he recalls taking a past love to a Subway restaurant and to a park for a picnic, where he gently feeds her a sandwich and soft drink with the Subway logo facing the camera.

韩国电视剧《The K2》的故事设定在一个逃亡者和保镖的世界。在其中一集里，一名男子在接受除颤器治疗时进入了梦乡。在死亡的边缘，他回忆起带着过去的爱人去赛百味（Subway）餐厅和公园野餐，在那里他温柔地给她喂三明治和软饮料——上面赛百味的标志正对着镜头。

表示“（通常为避免被警察抓住的）逃避者”，英文解释为“A fugitive is someone who is running away or hiding, usually in order to avoid being caught by the police.”举个🌰：

He was a fugitive from justice. 

他是一名逃避司法的人。

defibrillator /diːˈfɪbrɪleɪtə(r)/ 表示“（通过电击使心脏恢复正常跳动的）除颤器”，英文解释为“A defibrillator is a machine that starts the heart beating normally again after a heart attack, by giving it an electric shock.”

The detail is not a narrative quirk. It is a result of South Korea’s broadcasting regulations and the aggressive use of product placement in the country's shows by Subway, the American sandwich chain famous for its $5 foot-longs.

这一细节并不是一种叙事的偶然。造成这种情况的原因是韩国的广播监管规定，以及赛百味在该国节目中大举植入产品。赛百味是一家美国三明治连锁店，以五美元一个的足尺寸三明治闻名。

表示“故事；叙事”，英文解释为“A narrative is a story or an account of a series of events.”如：a fast-moving narrative 一个快节奏的叙事。

1）表示“怪癖；古怪之处”，英文解释为“an unusual habit or part of someone's personality, or something that is strange and unexpected”举个🌰：

You have to get used to other people's quirks and foibles.

你得习惯别人的怪癖和小缺点。

2）表示“（尤指偶发的）怪事，奇事”，英文解释为“a strange thing that happens, especially by accident”举个🌰：

By a strange quirk of fate they had booked into the same hotel.

真是天缘奇遇，他们住进了同一家旅馆。

1）表示“好斗的；挑衅的；侵略的”，英文解释为“angry, and behaving in a threatening way; ready to attack”；

2）表示“气势汹汹的；声势浩大的；志在必得的”，英文解释为“acting with force and determination in order to succeed”如：an aggressive advertising campaign 一场声势浩大的广告宣传活动。

表示“（电影或电视节目中的）植入式广告”，英文解释为“Product placement is a form of advertising in which a company has its product placed where it can be clearly seen during a movie or television programme.”

“People joke, ‘If I had a drink every time Subway popped up, I'd be drunk before the first half is over,’” said Jae-Ha Kim, a journalist in Chicago who reviews Korean dramas. “Everyone here's like, ‘I never got a Subway sandwich that looked that good, with that much meat.’”

“人们开玩笑说，‘如果赛百味每出现一次我就喝一杯，那我还没看完就醉了，’”芝加哥的韩剧评论记者金在河（Jae-Ha Kim，音）说。“这里的每个人都说，‘我从来没有买到过看起来那么好吃、有那么多肉的赛百味三明治。’”

Product placement in TV shows is a reality the world over. But South Korea's terrestrial stations are prevented from inserting commercial breaks during programming, meaning many Korean companies must be creative about getting their wares in front of viewers. As Korean dramas have become more popular with international audiences, global brands have pushed to be part of the action.

电视节目中的植入式广告在世界各地都是现实。但在韩国，地面电视台被禁止在节目播出期间插播商业广告，意味着许多韩国公司必须创造性地将产品呈现在观众面前。随着韩剧在国际观众中越来越受欢迎，全球品牌纷纷加入其中。

表示“插播广告时间”，英文解释为“A commercial break is the interval during a commercial television programme, or between programmes, during which advertisements are shown.”

复数形式，表示“ （尤指小商贩在大街上或市场里出售的）物品，商品；公司的产品”，英文解释为“things that sb is selling, especially in the street or at a market”举个🌰：

He travelled from town to town selling his wares. 他走乡串镇出售自己的货品。

And no company has pushed harder than Subway, which has grown into the world's largest fast-food chain by store count since its founding in 1965 in Bridgeport, Conn.

赛百味在这方面的努力比任何一家公司都要大。自1965年在康涅狄格州布里奇波特成立以来，赛百味已成长为全球门店数最多的快餐连锁企业。

Colin Clark, the country director for Subway in South Korea, said product placements in popular dramas like “Descendants of the Sun” had a positive impact on global sales, specifically citing markets in China and Singapore.

赛百味韩国业务总监科林·克拉克（Colin Clark）表示，在《太阳的后裔》（Descendants of the Sun）等热门电视剧中的产品植入，对全球销售产生了积极影响，他特别提到了中国和新加坡市场。

“I swear to you, it was a difference between night and day — before the product placement and after the product placement — the effect it had on the customers,” said Mr. Clark, who declined to provide specific sales figures.

“绝不是骗你，植入广告之前和之后，对顾客产生的影响简直是天壤之别，”拒绝提供具体销售数字的克拉克说。

Subway did not provide a total of how many Korean dramas its products had appeared in, but an informal tally by The New York Times counted appearances on 17 shows. That can add up to a lot of people seeing the company's cold cuts. Netflix, with over 203 million worldwide members, has become a leading portal for Korean dramas. When the highly anticipated Korean drama “Sweet Home” was released on Netflix in December, 22 million viewers watched the show in its first month.

赛百味并未透露其产品总共在多少部韩剧中出现，但《纽约时报》的一项非正式统计显示有17部。这意味着很多人都看到了该公司的火腿切片。Netflix在全球拥有超过2.03亿会员，已经成为韩剧的主要门户网站。去年12月，备受期待的韩剧《甜蜜家园》（Sweet Home）在Netflix上上映，第一个月就有2200万观众观看。

1）作名词，表示“记录，计数，比分；积分表；账”，英文解释为“A tally is a record of amounts or numbers which you keep changing and adding to as the activity which affects it progresses.”举个🌰：

They do not keep a tally of visitors to the palace, but it is very popular.

他们没有对来宫殿的游客作一个记录，不过这个地方非常受欢迎的。

2）作动词，表示“与…相符”，英文解释为“If one number or statement tallies with another, they agree with each other or are exactly the same. You can also say that two numbers or statements tally.”举个🌰：

Its own estimate of one hundred tallies with that of another survey.

它自己估计的100与另一项调查的结果相吻合。

表示“冷切肉”，英文解释为“Cold cuts are thin slices of cooked meat which are served cold.”

1）表示“（互联网上的）门户网站”，英文解释为“On the Internet, a portal is a website that consists of links to other sites.”举个🌰：

The site acts as a portal for thousands of online dealers.

该站点为数千名网络交易者的门户网站。

2）复数形式portals表示“（建筑物的）大门，正门”，英文解释为“a large, important entrance to a building”，举个🌰：

Passing through the portals of the BBC for the first time, she felt slightly nervous.

第一次走进英国广播公司的大门，她觉得稍有些紧张。

By sleekly presenting its products on Korean dramas as a harbinger of cool, Subway is also presenting a fresh image to American viewers who are increasingly watching the shows.

赛百味在韩剧中巧妙地展示自己的产品，将其作为酷的象征，由此也向越来越多看韩剧的美国观众展示了一个新形象。

表示“（常指坏的）预兆，兆头”，英文解释为“a sign that shows that sth is going to happen soon, often sth bad”举个🌰：

The November air stung my cheeks, a harbinger of winter.

11月的空气刺痛了我的脸颊，这是冬天要来的先兆。

Recently, the company has faced scrutiny of its bread, which an Irish court ruled is not bread, and its tuna, which a lawsuit claimed is “anything but tuna.”

最近，该公司的面包和金枪鱼都引起了关注，前者被爱尔兰一家法院裁定不是面包；后者在一项诉讼中被称为“根本不是金枪鱼”。

tuna /ˈtjuːnə/ 表示“金枪鱼”，英文解释为“Tuna or tuna fish are large fish that live in warm seas and are caught for food.”

But on TV, pristinely clean Subway shops that pop with bright colors serve as the setting for business meetings, social gossip and dates for beautiful couples. Instead of cookies and tea, elderly Korean TV characters keep freshly wrapped Subway sandwiches at the ready — you never can know when an unexpected guest will drop by and crave an Italian sub.

但在电视上，洁净如新、色彩鲜艳的赛百味店成了商务会议、社交八卦和美丽情侣约会的场所。韩剧中的老年角色不是准备饼干和茶，而是随时准备好新鲜包装的赛百味三明治——你永远不知道什么时候会有不速之客来访，想来一份意式三明治。

gossip /ˈɡɒsɪp/ 表示“流言飞语；闲言碎语”，英文解释为“informal talk or stories about other people's private lives, that may be unkind or not true”。

表示“用…包裹；用…覆盖”，英文解释为“to cover someone with a piece of material in order to protect them”举个🌰：

She wrapped the baby in a blanket.

她用一条毯子把婴儿包起来。

作动词，表示“渴望（得到）；热望”，英文解释为“to have a very strong desire for sth”举个🌰：

She has always craved excitement.

她总渴望刺激。

🎬电影《雷神》（Thor）中的台词提到：You long for battle. You crave it. 你期待战争 你渴望它。

On the popular Korean drama “Crash Landing on You,” North Korean soldiers and a South Korean businesswoman find common ground through Subway sandwiches.

在热门韩剧《爱的迫降》（Crash Landing On You）中，朝鲜士兵和韩国女商人通过赛百味三明治找到了共同点。

表示“（观点、利益和目标的）共同基础，共同点，一致点”，英文解释为“opinions, interests and aims that you share with sb, although you may not agree with them about other things”举个🌰：

Despite our disagreements, we have been able to find some common ground.

尽管我们存在分歧，但仍能找到一些共同点。

Product placement in Korean shows began in earnest in 2010, when South Korea's stringent broadcasting laws eased restrictions on the practice in an effort to increase network revenues and promote Korean goods. In 2018, South Korea's networks sold $114 million worth of product placement, up 15 percent from the previous year, according to Soobum Lee, a mass communication professor at Incheon National University.

韩剧中的植入广告始于2010年，当时韩国严格的广电法放松了对这种做法的限制，以增加电视网络收入，并推广韩国商品。根据韩国仁川大学（Incheon National University）大众传播学教授李洙范（Soobum Lee，音）的数据，2018年，韩国电视网的植入式广告销售额为1.14亿美元，比前一年增长15%。

stringent /ˈstrɪndʒənt/ 表示“严格的；严厉的”，英文解释为“very strict and that must be obeyed”，如：stringent air quality regulations 严格的空气质量管理条例。

Shows collect an average of about $900,000 from product placements, although 2016's “Descendants of the Sun” sold triple that amount, Mr. Lee said. It was also criticized by some viewers for excessive product placement.

李洙范说，通过植入广告，电视剧平均能获得90万美元左右的收入，不过2016年的《太阳的后裔》获得的收入是这个数字的三倍。它也被一些观众批评为产品植入过度。

Other American companies, like Papa John's Pizza, have used product placements in Korean dramas, but none are as ubiquitous as Subway.

棒约翰披萨（Papa John's Pizza）等其他美国公司也曾在韩剧中植入广告，但都不像像赛百味那样无处不在。

ubiquitous表示“无所不在的”，英文解释为“If you describe something or someone as ubiquitous, you mean that they seem to be everywhere.”举个🌰：

Coffee shops are ubiquitous these days.

如今好像到处都是咖啡馆。

意思相近的一个形容词：

📍pervasive表示“到处存在的，到处弥漫着的，遍布的”，英文解释为“Something, especially something bad, that is pervasive is present or felt throughout a place or thing.”如：the pervasive influence of mobile phones in daily life 手机在日常生活中无处不在的影响。

Ms. Kim said these kinds of shoehorned ads had become popular topics of discussion online, with some fans claiming they disrupt plots and threatening to stop watching altogether.

金在河说，这类硬塞进去的广告成了网上的热议话题，一些剧迷声称它们破坏剧情，威胁要彻底罢看。

表示“把…硬塞进”，英文解释为“to succeed in putting sth into a small space or a place where it does not fit very easily”举个🌰：

They managed to shoehorn the material onto just one CD.

他们设法把材料仅仅塞进一张光盘。

She pointed to criticism of the show “Guardian: The Lonely and Great God” (also known as “Goblin”) and a scene where it's inferred that the protagonist prevents a man from committing suicide; in an effort to cheer him up, the suicidal man is handed a Subway sandwich. Subway is also celebrated in death; in another episode, the Grim Reaper is shown enjoying a meal from the chain.

她提到对《孤单又灿烂的神：鬼怪》（Guardian: The Lonely and Great God）的批评，其中有一场戏里，主人公阻止了一个男人自杀；为了让他振作起来，主人公给了这个要自杀的人一个赛百味三明治。赛百味在阴间也受到赞美——在另一集中，死神在这家连锁店中享用一餐。

protagonist /prəʊˈtæɡənɪst/ 表示“（戏剧、电影或故事的）主要人物，主角，主人公”，英文解释为“the most important character in a play, film, or story”；

类似的表达还有：

📍main character 主要人物；主要角色；

📍star表示“主角，主演”（the person who has the main part, or one of them, in a film, play, show etc）；

📍hero和heroine分别表示“男主角/男主人公”（the man or boy who is the main character in a book, film, play etc）和“女主角/女主人公”（the woman or girl who is the main character in a book, film, play etc）。

表示“死神”，英文解释为“The Grim Reaper is an imaginary character who represents death. He looks like a skeleton, wears a long, black cloak with a hood, and carries a scythe.”

“I know in the U.S. people are sick of it,” Ms. Kim said of the product placement. “We've had Subway, we know it's not good. Stop trying to make it seem good.”

“我知道美国人已经受够了，”金在河谈到植入式广告时说。“我们吃过赛百味，我们知道它不好。不要试图让它看起来很好。”

While American viewers may roll their eyes at Subway's being portrayed as haute cuisine, Seung-Chul Yoo, a communications professor at Ewha Womans University in Seoul, said product placement had been proved to work.

虽然赛百味被描绘成高级美食可能令美国观众不屑，但首尔的梨花女子大学(Ewha Womans University)传播学教授刘承哲（Seung-Chul Yoo，音）表示，植入广告已被证明有效。

表示“（表示恼火或厌烦）翻白眼”，英文解释为“to move your eyes upwards as a way of showing that you are annoyed or bored after someone has done or said something”。

portray表示“描绘，描述，描写”，英文解释为“to represent or describe someone or something in a painting, film, book, or other artistic work”举个🌰：

The painting portrays a beautiful young woman in a blue dress.

这幅画描绘的是一位身穿蓝色连衣裙的美丽少女。

表示“高级烹饪”，英文解释为“cooking of a very high standard”。

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