充分利用每个草莓
The distinction between material and experiential purchases isn’t quite as clear as we’ve been making it. SunChips seem more experiential than pens, sure, but we hope few people would list “eating chips” as a life-defining experience.
物质上的购买和体验上的购买之间的区别并不像我们之前所说的那么清楚。当然，炸薯片似乎比笔更具有经验性，但我们希望很少有人会把“吃炸薯片”列为定义人生的经历。
While a trip to Paris is clearly an experience and a painting of Paris is clearly a material thing, a mélange of other purchases falls somewhere in the hazy middle. Is this book a material thing or an experience?
虽然去巴黎旅行显然是一种体验，而一幅巴黎画显然是一种物质享受，但其他购买的东西则介于两者之间。这本书是物质的东西还是一种体验?
If you bought this book for its decorative cover to adorn the shelves of your living room or impress your colleagues, then it lies closer to the material end of the continuum. If you intend to read this book and then pass it along to a friend, delete it from your Kindle, or toss it in a raging fire, it falls on the experiential side. Although we’re not advocating book burning, the evidence suggests that you might be less likely to regret buying it if you view it as an experiential purchase.
如果你买这本书是为了它的装饰性封面来装饰你客厅的书架或者给你的同事留下深刻的印象，则该书就更靠近这连续体的实质部分。如果你打算阅读这本书，然后将其传递给朋友，将其从电子书中删除，或者将其扔在熊熊大火中，则它属于体验方面。尽管我们不主张烧书，但有证据表明，如果你将书视为体验式购买，你可能不太会后悔。
Just shifting your focus can alter whether a purchase feels like an experience. Imagine buying a boxed set of music by your favorite band. Think about where you would put it in your house and how it would fit with the rest of your collection. Now forget that and consider instead how you would feel while listening to these songs, focusing on your connection with the music. Research shows that people are more likely to see the boxed set of music as an experiential purchase when they follow the second set of instructions. This mental flexibility provides a springboard to greater satisfaction with whatever we buy.
仅仅是转移你的注意力就可以改变你的购买体验。想象一下，你买了一套你最喜欢的乐队的音乐。想想你会把它放在你房子的什么地方，它会如何与你的其他收藏品相配。现在忘掉那些，转而考虑你听这些歌曲时的感受，把注意力集中在你与音乐的联系上。研究表明，当人们遵循第二套指令时，他们更有可能将盒装音乐视为一种体验式购买。这种心理上的灵活性为我们购买任何东西提供了更大的满足感。
Businesses have capitalized on this idea through efforts to make their products more experiential. Consider the humble strawberry. Given the limited shelf life of berries, it is clearly an experiential good. But in the hands of Ferran Adria, one of the world’s top chefs, the strawberry becomes an Experience.
企业也在利用这一想法，它们努力使产品更具体验性。考虑一下不起眼的草莓。鉴于它的保质期有限，这显然是一种体验产品。但是，在世界顶级厨师之一的Ferran Adria的手中，草莓成为了一种体验。
When Mike had the opportunity to dine at Adria’s restaurant El Bulli shortly before it closed in 2011, he was disgruntled that one course consisted of nothing more than a strawberry.
2011年阿德里亚餐厅(Adria’s restaurant El Bulli)关门前不久，迈克有机会在这家餐厅用餐，他对其中一道菜不过是一个草莓感到不满。
But when he bit into the strawberry, he tasted gin and tonic. And then barbecue sauce. And finally, the strawberry. Adria designed this culinary experiment to evoke the experience of a summer barbecue, attempting to bring back nostalgic memories by activating what he calls our sixth sense. The renowned chef says his goal is to turn “eating into an experience that supersedes eating.” Each year Adria completely re-created the menu, so every diner knew that he or she had a dining experience that could never be repeated.
但是当他咬草莓时，他尝到了杜松子酒，然后烧烤酱。最后是草莓。Adria设计了这个烹饪实验，以唤起夏日烧烤的体验，试图通过激活他所谓的第六感来唤起怀旧的回忆。这位著名厨师说，他的目标是将“饮食变成一种取代饮食的体验”。每年，Adria都会完全重新创建菜单，因此每个用餐者都知道他或她有无法重复的用餐体验。
But the El Bulli experience extends beyond the food itself. Even the mundane act of getting a reservation was part of the experience. Before shutting its doors, El Bulli often received 1-2 million reservation requests per year yet served just 8,000 customers. Some diners tried for years to get a spot. As a young Parisian woman named Clotilde Dusoulier wrote on her food blog, “I remember the yearning, and I remember the pang that followed closely: considering the small number of guests that the restaurant could accommodate each season, the dream seemed out of reach.’
但El Bulli的体验不仅限于食物本身。即使是预订房间这种平凡的行为也是这种经历的一部分。在关门之前，El Bulli每年通常会收到1-2百万个预订请求，但只接待了8000名顾客。一些用餐者多年来一直想要得到一个位置。正如一位名叫克洛蒂尔德杜苏里耶(Clotilde Dusoulier)的巴黎年轻女子在她的美食博客中写道的那样，“我记得那种渴望，也记得随之而来的痛苦:考虑到餐厅每一季能接待的客人很少，这个梦想似乎无法实现。”
Even getting to El Bulli was an experience, involving a two-hour car ride from Barcelona via a curvy road with poor or absent signage up a mountain. The restaurant invited storytelling on a grand scale: bloggers have written volumes about their experiences at El Bulli, often accompanied by sensual images of each dish, satisfying the Internet demand for food porn. When El Bulli comes up, no matter what company Mike is in, there are always several people who request—no, demand—a blow-by-blow recounting of his experience.
即便是到了El Bulli，也是一种体验，从巴塞罗那出发，要经过一条弯弯曲曲的道路，需要两个小时的车程，上山的路标很少或根本就没有。这家餐厅邀请了很多人来讲述他们在El Bulli的经历：博客写手们写了很多关于他们在El Bulli的经历，通常还会附上每道菜的诱人影像，满足网上对美食的需求。当El Bulli出现时，不管Mike在哪家公司，总有几个人会要求——不，是要求——详细叙述他的经历。
sound track:https://pan.baidu.com/s/1PKUZti1EPpsZL6wEQ0UnMQ 提取码：4amy
那我们接下来, 将找出这篇文章有趣又有用的短语和句子！
1. Distinction＝差别/区分/区别
a) There is a sharp distinction between domestic and international politics.
国内政治和国际政治之间有着明显的区别。
b) There is often no clear distinction between an allergy and food intolerance.
过敏和食物不耐受之间通常没有明确的区别。
2. Melange＝混合物
a) The population in Luxembourg is a melange of different cultures. 卢森堡的人口是不同文化的混合物。
b) The resulting melange played to Zhang’s strengths as a filmmaker. 由此产生的混合物发挥了张作为电影制片人的优势。
3. Hazy=雾蒙蒙的/模糊的
a) The mountain was hazy in the distance.
远处的山雾蒙蒙的。
b) The room was hazy with smoke.
这个房间充满了烟雾，雾蒙蒙的。
4. Decorative＝装饰性的
a) Tiffany revamped her sitting room with simple decorative tricks.
蒂芙尼用简单的装饰技巧改造了她的客厅。
b) Bright cushions add a decorative touch to a room.
明亮的垫子为房间增添了装饰感。
5. To adorn＝装饰
a) She likes to adorn herself with jewels.
她喜欢用珠宝装饰自己。
b) Several magnificent oil paintings adorn the walls.
墙壁上装饰着几幅宏伟的油画。
6. To toss =扔/抛/射
a) Let’s toss a coin to see who pays it.
我们投硬币决定谁来付钱。
b) Drain the pasta and toss it in melted butter.
沥干通心粉并把它扔进融化的黄油中。
7. To pass along=传递
a) The Consumer Federation claims banks are ripping you off by not passing along savings on interest rates.
消费者联合会声称银行没有把你的存钱利率传递给你。
b) The media are merely the messengers, sometimes further sensationalizing and then passing along the false picture that has been painted.
媒体只是使者，有时会引起轰动然后传递出被描绘的虚假图片。
8. To advocate =支持/拥护
a) I felt that it was irresponsible to advocate the legalisation of drugs.我认为主张毒品合法化是不负责任的。
b) Many experts advocate rewarding your child for good behaviour.
许多专家主张奖励孩子良好的行为。
9. To shift one’s focus =将注意的焦点转移到
a) This award will, hopefully, shift his focus from writing to acting, at least for the time being.
至少在目前看来，这个奖项有希望使他的注意力从写作转向表演。
b) Getting school fee support allowed me to shift my focus to schoolwork and excel as a student.
获得学杂费支持后，我将重心转移到了学业以及成为一名优秀的学生。
10. Focus on=集中到/聚焦在…上
a) Most countries are now focusing on combating the coronavirus.
现在，大多数国家都将重点放在对抗新冠肺炎上。
b) This season’s fashions focus on warm tones and soft lines.
本季的时尚聚焦在暖色调和柔和的线条上。
11. Connection=联系/连接/接通
a) Scientists have established a connection between cholesterol levels and heart disease.
科学家已经建立了胆固醇水平与心脏病之间的联系。
b) There is a close connection between family background and academic achievement.
家庭背景和学业成绩之间有着紧密的联系。
12. Disgruntled=不满的
a) After long delays, disgruntled passengers were taken to a nearby hotel.
长时间的耽搁后，心怀不满的乘客被带到了附近的一家宾馆。
b) The public is still disgruntled about Boris Johnson’s ‘herd immunity’ strategy.
公众仍然对鲍里斯的“集体免疫”战略不满。
13. Culinary＝烹饪的
a) The Academy of Culinary Arts launched its first residential course programme.
烹饪艺术学院启动了其首个住宿课程计划。
b) She was keen to acquire more advanced culinary skills.
她渴望获得更多高级烹饪技能。
14. To evoke＝唤起/引起/召唤/激起
a) Smells and tastes often evoke memories from the past.
气味和品味常常唤起人们对过去的回忆。
b) These images are likely to evoke a strong response in the viewer.
这些图像可能会引起观众的强烈反响。
15. Renowned＝著名的
a) The French are renowned for their cooking.
法国人以烹饪闻名。
b) Charlie is one of the world’s renowned painters. 查理是世界著名的画家之一。
