SEGA'S $35 MILLION AD BUDGET IS A DECLARATION OF RANDING WAR

Evan Ratliff

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SEGA'S $35 MILLION AD BUDGET IS A DECLARATION OF RANDING WAR

机译：SEGA的3500万美元的广告预算是对品牌战争的宣告

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It's a warmautumn day at the South Street Seaport in New York, and 500 men ― most in their twenties and thirties and wearing baggy jeans, backward baseball caps, and football jerseys ― are gathered inside the sort of huge white tent generally reserved for wedding receptions. A quick glance seems to tell the story: armchair jocks elbowing for the best view of the big game, or any game at all. Jets-Giants, Eagles-Redskins, hell, even Bengals-Texans. They swarm around banks of TV sets, talking trash, bumping fists, and occasionally offering advice: "Play D, motherfucker!" In the middle of one huddle stands Robert Hart, a 31-year-old barbershop owner from Philadelphia. "Come on, baby, let's go!" he shouts, pumping his fist in the air as a St. Louis Rams defensive back knocks down a pass. "That's what I'm talkin' about!" It's a scene out of any sports bar in America. But Hart isn't rooting; he's playing. Thanks to the controller in his hand and the game in the PlayStation 2 console ― Madden NFL 2003 ― today Hart is the St. Louis Rams.

机译：在纽约南街海港，这是一个温暖的秋天，聚集在通常用于婚礼招待的巨大白色帐篷内，聚集了500名男子-大多数在二十多岁和三十多岁，穿着宽松的牛仔裤，向后的棒球帽和橄榄球球衣- 。乍一看似乎可以讲出这个故事：扶手椅摇晃，以使大型比赛或任何一场比赛都享有最佳视野。 Jets-Giants，Eagles-Redskins，地狱，甚至是孟加拉-德克萨斯人。他们到处都是电视机，谈论垃圾，撞拳头，并偶尔提供建议：“玩D，混蛋！”杂乱无章的中间站着罗伯特·哈特（Robert Hart），他来自费城，是31岁的理发店老板。 “来吧，宝贝，走吧！”他大喊着，空中挥舞着拳头，圣路易斯公羊队的防守后卫击倒了传球。 “这就是我在说的！”这是美国任何运动酒吧都无法看到的景象。但是哈特没有生根；他没有生根。他在玩。得益于他手中的控制器和PlayStation 2控制台（《 Madden NFL 2003》）中的游戏，如今的哈特成为了圣路易斯公羊队。

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《Wired》 |2003年第1期|p.96-100|共5页
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Evan Ratliff;
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8. Deterrence from Cold War to Long War: Lessons from Six Decades of RAND Research [R] . Long, A. 2008

机译：从冷战到长期战争的威慑：六十年来兰德研究的经验教训

SEGA'S $35 MILLION AD BUDGET IS A DECLARATION OF RANDING WAR

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