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CHAPTER TWELVE THE DESIGN
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Real Artists Simplify



A Bauhaus Aesthetic1

Unlike most kids who grew up in Eichler homes, Jobs knew what they were and why they were so wonderful. He liked the notion of simple and clean modernism produced for the masses. He also loved listening to his father describe the styling intricacies of various cars. So from the beginning at Apple, he believed that great industrial design—a colorfully simple logo, a sleek2 case for the Apple II—would set the company apart and make its products distinctive3.

The company’s first office, after it moved out of his family garage, was in a small building it shared with a Sony sales office. Sony was famous for its signature style and memorable4 product designs, so Jobs would drop by to study the marketing5 material. “He would come in looking scruffy6 and fondle the product brochures and point out design features,” said Dan’l Lewin, who worked there. “Every now and then, he would ask, ‘Can I take this brochure?’” By 1980, he had hired Lewin.

His fondness for the dark, industrial look of Sony receded7 around June 1981, when he began attending the annual International Design Conference in Aspen. The meeting that year focused on Italian style, and it featured the architect-designer Mario Bellini, the filmmaker Bernardo Bertolucci, the car maker8 Sergio Pininfarina, and the Fiat9 heiress and politician Susanna Agnelli. “I had come to revere10 the Italian designers, just like the kid in Breaking Away reveres11 the Italian bikers,” recalled Jobs, “so it was an amazing inspiration.”

In Aspen he was exposed to the spare and functional12 design philosophy of the Bauhaus movement, which was enshrined by Herbert Bayer in the buildings, living suites13, sans serif font typography, and furniture on the Aspen Institute campus. Like his mentors14 Walter Gropius and Ludwig Mies van der Rohe, Bayer believed that there should be no distinction between fine art and applied15 industrial design. The modernist International Style championed by the Bauhaus taught that design should be simple, yet have an expressive16 spirit. It emphasized rationality and functionality by employing clean lines and forms. Among the maxims17 preached by Mies and Gropius were “God is in the details” and “Less is more.” As with Eichler homes, the artistic19 sensibility was combined with the capability20 for mass production.

Jobs publicly discussed his embrace of the Bauhaus style in a talk he gave at the 1983 design conference, the theme of which was “The Future Isn’t What It Used to Be.” He predicted the passing of the Sony style in favor of Bauhaus simplicity21. “The current wave of industrial design is Sony’s high-tech22 look, which is gunmetal gray, maybe paint it black, do weird23 stuff to it,” he said. “It’s easy to do that. But it’s not great.” He proposed an alternative, born of the Bauhaus, that was more true to the function and nature of the products. “What we’re going to do is make the products high-tech, and we’re going to package them cleanly so that you know they’re high-tech. We will fit them in a small package, and then we can make them beautiful and white, just like Braun does with its electronics.”

He repeatedly emphasized that Apple’s products would be clean and simple. “We will make them bright and pure and honest about being high-tech, rather than a heavy industrial look of black, black, black, black, like Sony,” he preached. “So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising24, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.”

Jobs felt that design simplicity should be linked to making products easy to use. Those goals do not always go together. Sometimes a design can be so sleek and simple that a user finds it intimidating25 or unfriendly to navigate26. “The main thing in our design is that we have to make things intuitively obvious,” Jobs told the crowd of design mavens. For example, he extolled27 the desktop28 metaphor29 he was creating for the Macintosh. “People know how to deal with a desktop intuitively. If you walk into an office, there are papers on the desk. The one on the top is the most important. People know how to switch priority. Part of the reason we model our computers on metaphors30 like the desktop is that we can leverage31 this experience people already have.”

Speaking at the same time as Jobs that Wednesday afternoon, but in a smaller seminar room, was Maya Lin, twenty-three, who had been catapulted into fame the previous November when her Vietnam Veterans Memorial was dedicated32 in Washington, D.C. They struck up a close friendship, and Jobs invited her to visit Apple. “I came to work with Steve for a week,” Lin recalled. “I asked him, ‘Why do computers look like clunky TV sets? Why don’t you make something thin? Why not a flat laptop?’” Jobs replied that this was indeed his goal, as soon as the technology was ready.

At that time there was not much exciting happening in the realm of industrial design, Jobs felt. He had a Richard Sapper lamp, which he admired, and he also liked the furniture of Charles and Ray Eames and the Braun products of Dieter Rams33. But there were no towering figures energizing34 the world of industrial design the way that Raymond Loewy and Herbert Bayer had done. “There really wasn’t much going on in industrial design, particularly in Silicon35 Valley, and Steve was very eager to change that,” said Lin. “His design sensibility is sleek but not slick, and it’s playful. He embraced minimalism, which came from his Zen devotion to simplicity, but he avoided allowing that to make his products cold. They stayed fun. He’s passionate37 and super-serious about design, but at the same time there’s a sense of play.”

As Jobs’s design sensibilities evolved, he became particularly attracted to the Japanese style and began hanging out with its stars, such as Issey Miyake and I. M. Pei. His Buddhist38 training was a big influence. “I have always found Buddhism39, Japanese Zen Buddhism in particular, to be aesthetically40 sublime41,” he said. “The most sublime thing I’ve ever seen are the gardens around Kyoto. I’m deeply moved by what that culture has produced, and it’s directly from Zen Buddhism.”

Like a Porsche

Jef Raskin’s vision for the Macintosh was that it would be like a boxy carry-on suitcase, which would be closed by flipping42 up the keyboard over the front screen. When Jobs took over the project, he decided43 to sacrifice portability for a distinctive design that wouldn’t take up much space on a desk. He plopped down a phone book and declared, to the horror of the engineers, that it shouldn’t have a footprint larger than that. So his design team of Jerry Manock and Terry Oyama began working on ideas that had the screen above the computer box, with a keyboard that was detachable.

One day in March 1981, Andy Hertzfeld came back to the office from dinner to find Jobs hovering44 over their one Mac prototype in intense discussion with the creative services director, James Ferris. “We need it to have a classic look that won’t go out of style, like the Volkswagen Beetle,” Jobs said. From his father he had developed an appreciation45 for the contours of classic cars.

“No, that’s not right,” Ferris replied. “The lines should be voluptuous46, like a Ferrari.”

“Not a Ferrari, that’s not right either,” Jobs countered. “It should be more like a Porsche!” Jobs owned a Porsche 928 at the time. When Bill Atkinson was over one weekend, Jobs brought him outside to admire the car. “Great art stretches the taste, it doesn’t follow tastes,” he told Atkinson. He also admired the design of the Mercedes. “Over the years, they’ve made the lines softer but the details starker,” he said one day as he walked around the parking lot. “That’s what we have to do with the Macintosh.”

Oyama drafted a preliminary design and had a plaster model made. The Mac team gathered around for the unveiling and expressed their thoughts. Hertzfeld called it “cute.” Others also seemed satisfied. Then Jobs let loose a blistering47 burst of criticism. “It’s way too boxy, it’s got to be more curvaceous. The radius48 of the first chamfer needs to be bigger, and I don’t like the size of the bevel.” With his new fluency49 in industrial design lingo50, Jobs was referring to the angular or curved edge connecting the sides of the computer. But then he gave a resounding51 compliment. “It’s a start,” he said.

Every month or so, Manock and Oyama would present a new iteration based on Jobs’s previous criticisms. The latest plaster model would be dramatically unveiled, and all the previous attempts would be lined up next to it. That not only helped them gauge52 the design’s evolution, but it prevented Jobs from insisting that one of his suggestions had been ignored. “By the fourth model, I could barely distinguish it from the third one,” said Hertzfeld, “but Steve was always critical and decisive, saying he loved or hated a detail that I could barely perceive.”

One weekend Jobs went to Macy’s in Palo Alto and again spent time studying appliances, especially the Cuisinart. He came bounding into the Mac office that Monday, asked the design team to go buy one, and made a raft of new suggestions based on its lines, curves, and bevels.

Jobs kept insisting that the machine should look friendly. As a result, it evolved to resemble a human face. With the disk drive built in below the screen, the unit was taller and narrower than most computers, suggesting a head. The recess53 near the base evoked54 a gentle chin, and Jobs narrowed the strip of plastic at the top so that it avoided the Neanderthal forehead that made the Lisa subtly unattractive. The patent for the design of the Apple case was issued in the name of Steve Jobs as well as Manock and Oyama. “Even though Steve didn’t draw any of the lines, his ideas and inspiration made the design what it is,” Oyama later said. “To be honest, we didn’t know what it meant for a computer to be ‘friendly’ until Steve told us.”

Jobs obsessed55 with equal intensity56 about the look of what would appear on the screen. One day Bill Atkinson burst into Texaco Towers all excited. He had just come up with a brilliant algorithm that could draw circles and ovals onscreen quickly. The math for making circles usually required calculating square roots, which the 68000 microprocessor57 didn’t support. But Atkinson did a workaround based on the fact that the sum of a sequence of odd numbers produces a sequence of perfect squares (for example, 1 + 3 = 4, 1 + 3 + 5 = 9, etc.). Hertzfeld recalled that when Atkinson fired up his demo, everyone was impressed except Jobs. “Well, circles and ovals are good,” he said, “but how about drawing rectangles with rounded corners?”

“I don’t think we really need it,” said Atkinson, who explained that it would be almost impossible to do. “I wanted to keep the graphics58 routines lean and limit them to the primitives60 that truly needed to be done,” he recalled.

“Rectangles with rounded corners are everywhere!” Jobs said, jumping up and getting more intense. “Just look around this room!” He pointed61 out the whiteboard and the tabletop and other objects that were rectangular with rounded corners. “And look outside, there’s even more, practically everywhere you look!” He dragged Atkinson out for a walk, pointing out car windows and billboards62 and street signs. “Within three blocks, we found seventeen examples,” said Jobs. “I started pointing them out everywhere until he was completely convinced.”

“When he finally got to a No Parking sign, I said, ‘Okay, you’re right, I give up. We need to have a rounded-corner rectangle as a primitive59!’” Hertzfeld recalled, “Bill returned to Texaco Towers the following afternoon, with a big smile on his face. His demo was now drawing rectangles with beautifully rounded corners blisteringly fast.” The dialogue boxes and windows on the Lisa and the Mac, and almost every other subsequent computer, ended up being rendered with rounded corners.

At the calligraphy63 class he had audited64 at Reed, Jobs learned to love typefaces, with all of their serif and sans serif variations, proportional spacing, and leading. “When we were designing the first Macintosh computer, it all came back to me,” he later said of that class. Because the Mac was bitmapped, it was possible to devise an endless array of fonts, ranging from the elegant to the wacky, and render them pixel by pixel on the screen.

To design these fonts, Hertzfeld recruited a high school friend from suburban65 Philadelphia, Susan Kare. They named the fonts after the stops on Philadelphia’s Main Line commuter66 train: Overbrook, Merion, Ardmore, and Rosemont. Jobs found the process fascinating. Late one afternoon he stopped by and started brooding about the font names. They were “little cities that nobody’s ever heard of,” he complained. “They ought to be world-class cities!” The fonts were renamed Chicago, New York, Geneva, London, San Francisco, Toronto, and Venice.

Markkula and some others could never quite appreciate Jobs’s obsession68 with typography. “His knowledge of fonts was remarkable69, and he kept insisting on having great ones,” Markkula recalled. “I kept saying, ‘Fonts?!? Don’t we have more important things to do?’” In fact the delightful70 assortment71 of Macintosh fonts, when combined with laser-writer printing and great graphics capabilities72, would help launch the desktop publishing industry and be a boon73 for Apple’s bottom line. It also introduced all sorts of regular folks, ranging from high school journalists to moms who edited PTA newsletters, to the quirky joy of knowing about fonts, which was once reserved for printers, grizzled editors, and other ink-stained wretches74.

Kare also developed the icons75, such as the trash can for discarding files, that helped define graphical interfaces76. She and Jobs hit it off because they shared an instinct for simplicity along with a desire to make the Mac whimsical. “He usually came in at the end of every day,” she said. “He’d always want to know what was new, and he’s always had good taste and a good sense for visual details.” Sometimes he came in on Sunday morning, so Kare made it a point to be there working. Every now and then, she would run into a problem. He rejected one of her renderings77 of a rabbit, an icon36 for speeding up the mouse-click rate, saying that the furry78 creature looked “too gay.”

Jobs lavished79 similar attention on the title bars atop windows and documents. He had Atkinson and Kare do them over and over again as he agonized80 over their look. He did not like the ones on the Lisa because they were too black and harsh. He wanted the ones on the Mac to be smoother, to have pinstripes. “We must have gone through twenty different title bar designs before he was happy,” Atkinson recalled. At one point Kare and Atkinson complained that he was making them spend too much time on tiny little tweaks to the title bar when they had bigger things to do. Jobs erupted. “Can you imagine looking at that every day?” he shouted. “It’s not just a little thing, it’s something we have to do right.”

Chris Espinosa found one way to satisfy Jobs’s design demands and control-freak tendencies. One of Wozniak’s youthful acolytes81 from the days in the garage, Espinosa had been convinced to drop out of Berkeley by Jobs, who argued that he would always have a chance to study, but only one chance to work on the Mac. On his own, he decided to design a calculator for the computer. “We all gathered around as Chris showed the calculator to Steve and then held his breath, waiting for Steve’s reaction,” Hertzfeld recalled.

“Well, it’s a start,” Jobs said, “but basically, it stinks82. The background color is too dark, some lines are the wrong thickness, and the buttons are too big.” Espinosa kept refining it in response to Jobs’s critiques, day after day, but with each iteration came new criticisms. So finally one afternoon, when Jobs came by, Espinosa unveiled his inspired solution: “The Steve Jobs Roll Your Own Calculator Construction Set.” It allowed the user to tweak and personalize the look of the calculator by changing the thickness of the lines, the size of the buttons, the shading, the background, and other attributes. Instead of just laughing, Jobs plunged83 in and started to play around with the look to suit his tastes. After about ten minutes he got it the way he liked. His design, not surprisingly, was the one that shipped on the Mac and remained the standard for fifteen years.

Although his focus was on the Macintosh, Jobs wanted to create a consistent design language for all Apple products. So he set up a contest to choose a world-class designer who would be for Apple what Dieter Rams was for Braun. The project was code-named Snow White, not because of his preference for the color but because the products to be designed were code-named after the seven dwarfs84. The winner was Hartmut Esslinger, a German designer who was responsible for the look of Sony’s Trinitron televisions. Jobs flew to the Black Forest region of Bavaria to meet him and was impressed not only with Esslinger’s passion but also his spirited way of driving his Mercedes at more than one hundred miles per hour.

Even though he was German, Esslinger proposed that there should be a “born-in-America gene67 for Apple’s DNA” that would produce a “California global” look, inspired by “Hollywood and music, a bit of rebellion, and natural sex appeal.” His guiding principle was “Form follows emotion,” a play on the familiar maxim18 that form follows function. He produced forty models of products to demonstrate the concept, and when Jobs saw them he proclaimed, “Yes, this is it!” The Snow White look, which was adopted immediately for the Apple IIc, featured white cases, tight rounded curves, and lines of thin grooves85 for both ventilation and decoration. Jobs offered Esslinger a contract on the condition that he move to California. They shook hands and, in Esslinger’s not-so-modest words, “that handshake launched one of the most decisive collaborations in the history of industrial design.” Esslinger’s firm, frogdesign,2 opened in Palo Alto in mid-1983 with a $1.2 million annual contract to work for Apple, and from then on every Apple product has included the proud declaration “Designed in California.”

From his father Jobs had learned that a hallmark of passionate craftsmanship86 is making sure that even the aspects that will remain hidden are done beautifully. One of the most extreme—and telling—implementations of that philosophy came when he scrutinized87 the printed circuit board that would hold the chips and other components88 deep inside the Macintosh. No consumer would ever see it, but Jobs began critiquing it on aesthetic grounds. “That part’s really pretty,” he said. “But look at the memory chips. That’s ugly. The lines are too close together.”

One of the new engineers interrupted and asked why it mattered. “The only thing that’s important is how well it works. Nobody is going to see the PC board.”

Jobs reacted typically. “I want it to be as beautiful as possible, even if it’s inside the box. A great carpenter isn’t going to use lousy wood for the back of a cabinet, even though nobody’s going to see it.” In an interview a few years later, after the Macintosh came out, Jobs again reiterated89 that lesson from his father: “When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.”

From Mike Markkula he had learned the importance of packaging and presentation. People do judge a book by its cover, so for the box of the Macintosh, Jobs chose a full-color design and kept trying to make it look better. “He got the guys to redo it fifty times,” recalled Alain Rossmann, a member of the Mac team who married Joanna Hoffman. “It was going to be thrown in the trash as soon as the consumer opened it, but he was obsessed by how it looked.” To Rossmann, this showed a lack of balance; money was being spent on expensive packaging while they were trying to save money on the memory chips. But for Jobs, each detail was essential to making the Macintosh amazing.

When the design was finally locked in, Jobs called the Macintosh team together for a ceremony. “Real artists sign their work,” he said. So he got out a sheet of drafting paper and a Sharpie pen and had all of them sign their names. The signatures were engraved90 inside each Macintosh. No one would ever see them, but the members of the team knew that their signatures were inside, just as they knew that the circuit board was laid out as elegantly as possible. Jobs called them each up by name, one at a time. Burrell Smith went first. Jobs waited until last, after all forty-five of the others. He found a place right in the center of the sheet and signed his name in lowercase letters with a grand flair91. Then he toasted them with champagne92. “With moments like this, he got us seeing our work as art,” said Atkinson.

点击收听单词发音收听单词发音  

1 aesthetic px8zm     
adj.美学的,审美的,有美感
参考例句:
  • My aesthetic standards are quite different from his.我的审美标准与他的大不相同。
  • The professor advanced a new aesthetic theory.那位教授提出了新的美学理论。
2 sleek zESzJ     
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。
3 distinctive Es5xr     
adj.特别的,有特色的,与众不同的
参考例句:
  • She has a very distinctive way of walking.她走路的样子与别人很不相同。
  • This bird has several distinctive features.这个鸟具有几种突出的特征。
4 memorable K2XyQ     
adj.值得回忆的,难忘的,特别的,显著的
参考例句:
  • This was indeed the most memorable day of my life.这的确是我一生中最值得怀念的日子。
  • The veteran soldier has fought many memorable battles.这个老兵参加过许多难忘的战斗。
5 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
6 scruffy YsWyG     
adj.肮脏的,不洁的
参考例句:
  • Despite her scruffy clothes,there was an air of sophistication about her.尽管她衣衫褴褛,但神态老练世故。
  • His scruffy appearance does not reflect his character.他邋遢的外表并不反映他的性格。
7 receded a802b3a97de1e72adfeda323ad5e0023     
v.逐渐远离( recede的过去式和过去分词 );向后倾斜;自原处后退或避开别人的注视;尤指问题
参考例句:
  • The floodwaters have now receded. 洪水现已消退。
  • The sound of the truck receded into the distance. 卡车的声音渐渐在远处消失了。
8 maker DALxN     
n.制造者,制造商
参考例句:
  • He is a trouble maker,You must be distant with him.他是个捣蛋鬼,你不要跟他在一起。
  • A cabinet maker must be a master craftsman.家具木工必须是技艺高超的手艺人。
9 fiat EkYx2     
n.命令,法令,批准;vt.批准,颁布
参考例句:
  • The opening of a market stall is governed by municipal fiat.开设市场摊位受市政法令管制。
  • He has tried to impose solutions to the country's problems by fiat.他试图下令强行解决该国的问题。
10 revere qBVzT     
vt.尊崇,崇敬,敬畏
参考例句:
  • Students revere the old professors.学生们十分尊敬那些老教授。
  • The Chinese revered corn as a gift from heaven.中国人将谷物奉为上天的恩赐。
11 reveres fe59cd0ac1616ca48bb3eb2c00110d6c     
v.崇敬,尊崇,敬畏( revere的第三人称单数 )
参考例句:
  • Confucian philosophy reveres the teacher above all. 儒家哲学最讲究尊重师长。 来自互联网
  • Group's idea: Have in mind gratefully, the heart checks and reveres, sincerity serve, fulfil one's duty. 团队理念:胸怀感激、心存敬畏、诚信服务、尽职尽责。 来自互联网
12 functional 5hMxa     
adj.为实用而设计的,具备功能的,起作用的
参考例句:
  • The telephone was out of order,but is functional now.电话刚才坏了,但现在可以用了。
  • The furniture is not fancy,just functional.这些家具不是摆着好看的,只是为了实用。
13 suites 8017cd5fe5ca97b1cce12171f0797500     
n.套( suite的名词复数 );一套房间;一套家具;一套公寓
参考例句:
  • First he called upon all the Foreign Ministers in their hotel suites. 他首先到所有外交部长住的旅馆套间去拜访。 来自辞典例句
  • All four doors to the two reserved suites were open. 预定的两个套房的四扇门都敞开着。 来自辞典例句
14 mentors 5f11aa0dab3d5db90b5a4f26c992ec2a     
n.(无经验之人的)有经验可信赖的顾问( mentor的名词复数 )v.(无经验之人的)有经验可信赖的顾问( mentor的第三人称单数 )
参考例句:
  • Beacham and McNamara, my two mentors, had both warned me. 我的两位忠实朋友,比彻姆和麦克纳马拉都曾经警告过我。 来自辞典例句
  • These are the kinds of contacts that could evolve into mentors. 这些人是可能会成为你导师。 来自互联网
15 applied Tz2zXA     
adj.应用的;v.应用,适用
参考例句:
  • She plans to take a course in applied linguistics.她打算学习应用语言学课程。
  • This cream is best applied to the face at night.这种乳霜最好晚上擦脸用。
16 expressive shwz4     
adj.表现的,表达…的,富于表情的
参考例句:
  • Black English can be more expressive than standard English.黑人所使用的英语可能比正式英语更有表现力。
  • He had a mobile,expressive,animated face.他有一张多变的,富于表情的,生动活泼的脸。
17 maxims aa76c066930d237742b409ad104a416f     
n.格言,座右铭( maxim的名词复数 )
参考例句:
  • Courts also draw freely on traditional maxims of construction. 法院也自由吸收传统的解释准则。 来自英汉非文学 - 行政法
  • There are variant formulations of some of the maxims. 有些准则有多种表达方式。 来自辞典例句
18 maxim G2KyJ     
n.格言,箴言
参考例句:
  • Please lay the maxim to your heart.请把此格言记在心里。
  • "Waste not,want not" is her favourite maxim.“不浪费则不匮乏”是她喜爱的格言。
19 artistic IeWyG     
adj.艺术(家)的,美术(家)的;善于艺术创作的
参考例句:
  • The picture on this screen is a good artistic work.这屏风上的画是件很好的艺术品。
  • These artistic handicrafts are very popular with foreign friends.外国朋友很喜欢这些美术工艺品。
20 capability JsGzZ     
n.能力;才能;(pl)可发展的能力或特性等
参考例句:
  • She has the capability to become a very fine actress.她有潜力成为杰出演员。
  • Organizing a whole department is beyond his capability.组织整个部门是他能力以外的事。
21 simplicity Vryyv     
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。
22 high-tech high-tech     
adj.高科技的
参考例句:
  • The economy is in the upswing which makes high-tech services in more demand too.经济在蓬勃发展,这就使对高科技服务的需求量也在加大。
  • The quest of a cure for disease with high-tech has never ceased. 人们希望运用高科技治疗疾病的追求从未停止过。
23 weird bghw8     
adj.古怪的,离奇的;怪诞的,神秘而可怕的
参考例句:
  • From his weird behaviour,he seems a bit of an oddity.从他不寻常的行为看来,他好像有点怪。
  • His weird clothes really gas me.他的怪衣裳简直笑死人。
24 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
25 intimidating WqUzKy     
vt.恐吓,威胁( intimidate的现在分词)
参考例句:
  • They were accused of intimidating people into voting for them. 他们被控胁迫选民投他们的票。
  • This kind of questioning can be very intimidating to children. 这种问话的方式可能让孩子们非常害怕。
26 navigate 4Gyxu     
v.航行,飞行;导航,领航
参考例句:
  • He was the first man to navigate the Atlantic by air.他是第一个飞越大西洋的人。
  • Such boats can navigate on the Nile.这种船可以在尼罗河上航行。
27 extolled 7c1d425b02cb9553e0dd77adccff5275     
v.赞颂,赞扬,赞美( extol的过去式和过去分词 )
参考例句:
  • He was extolled as the founder of their Florentine school. 他被称颂为佛罗伦萨画派的鼻祖。 来自《现代汉英综合大词典》
  • Tessenow decried the metropolis and extolled the peasant virtues. 特森诺夫痛诋大都市,颂扬农民的美德。 来自辞典例句
28 desktop sucznX     
n.桌面管理系统程序;台式
参考例句:
  • My computer is a desktop computer of excellent quality.我的计算机是品质卓越的台式计算机。
  • Do you know which one is better,a laptop or a desktop?你知道哪一种更好,笔记本还是台式机?
29 metaphor o78zD     
n.隐喻,暗喻
参考例句:
  • Using metaphor,we say that computers have senses and a memory.打个比方,我们可以说计算机有感觉和记忆力。
  • In poetry the rose is often a metaphor for love.玫瑰在诗中通常作为爱的象征。
30 metaphors 83e73a88f6ce7dc55e75641ff9fe3c41     
隐喻( metaphor的名词复数 )
参考例句:
  • I can only represent it to you by metaphors. 我只能用隐喻来向你描述它。
  • Thus, She's an angel and He's a lion in battle are metaphors. 因此她是天使,他是雄狮都是比喻说法。
31 leverage 03gyC     
n.力量,影响;杠杆作用,杠杆的力量
参考例句:
  • We'll have to use leverage to move this huge rock.我们不得不借助杠杆之力来移动这块巨石。
  • He failed in the project because he could gain no leverage. 因为他没有影响力,他的计划失败了。
32 dedicated duHzy2     
adj.一心一意的;献身的;热诚的
参考例句:
  • He dedicated his life to the cause of education.他献身于教育事业。
  • His whole energies are dedicated to improve the design.他的全部精力都放在改进这项设计上了。
33 rams 19ae31d4a3786435f6cd55e4afd928c8     
n.公羊( ram的名词复数 );(R-)白羊(星)座;夯;攻城槌v.夯实(土等)( ram的第三人称单数 );猛撞;猛压;反复灌输
参考例句:
  • A couple of rams are butting at each other. 两只羊正在用角互相抵触。 来自辞典例句
  • More than anything the rams helped to break what should have been on interminable marriage. 那些牡羊比任何东西都更严重地加速了他们那本该天长地久的婚姻的破裂。 来自辞典例句
34 energizing e3f2f6cebc209a6ba70f00dcd4da3708     
v.给予…精力,能量( energize的现在分词 );使通电
参考例句:
  • a refreshing and energizing fruit drink 提神并增加体能的果汁饮料
  • The time required after energizing a device, before its rated output characteristics begin to apply. 从设备通电到它开始提供额定输出特性之间所需的时间。 来自辞典例句
35 silicon dykwJ     
n.硅(旧名矽)
参考例句:
  • This company pioneered the use of silicon chip.这家公司开创了使用硅片的方法。
  • A chip is a piece of silicon about the size of a postage stamp.芯片就是一枚邮票大小的硅片。
36 icon JbxxB     
n.偶像,崇拜的对象,画像
参考例句:
  • They found an icon in the monastery.他们在修道院中发现了一个圣像。
  • Click on this icon to align or justify text.点击这个图标使文本排齐。
37 passionate rLDxd     
adj.热情的,热烈的,激昂的,易动情的,易怒的,性情暴躁的
参考例句:
  • He is said to be the most passionate man.据说他是最有激情的人。
  • He is very passionate about the project.他对那个项目非常热心。
38 Buddhist USLy6     
adj./n.佛教的,佛教徒
参考例句:
  • The old lady fell down in adoration before Buddhist images.那老太太在佛像面前顶礼膜拜。
  • In the eye of the Buddhist,every worldly affair is vain.在佛教徒的眼里,人世上一切事情都是空的。
39 Buddhism 8SZy6     
n.佛教(教义)
参考例句:
  • Buddhism was introduced into China about 67 AD.佛教是在公元67年左右传入中国的。
  • Many people willingly converted to Buddhism.很多人情愿皈依佛教。
40 aesthetically EKPye     
adv.美地,艺术地
参考例句:
  • Segmental construction contributes toward aesthetically pleasing structures in many different sites. 对于许多不同的现场条件,分段施工都能提供美观,颇有魄力的桥型结构。
  • All isolation techniques may be aesthetically unacceptable or even dirty. 所有的隔离方法都有可能在美观方面使人难以接受,或甚至是肮脏的。
41 sublime xhVyW     
adj.崇高的,伟大的;极度的,不顾后果的
参考例句:
  • We should take some time to enjoy the sublime beauty of nature.我们应该花些时间去欣赏大自然的壮丽景象。
  • Olympic games play as an important arena to exhibit the sublime idea.奥运会,就是展示此崇高理念的重要舞台。
42 flipping b69cb8e0c44ab7550c47eaf7c01557e4     
讨厌之极的
参考例句:
  • I hate this flipping hotel! 我讨厌这个该死的旅馆!
  • Don't go flipping your lid. 别发火。
43 decided lvqzZd     
adj.决定了的,坚决的;明显的,明确的
参考例句:
  • This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
  • There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。
44 hovering 99fdb695db3c202536060470c79b067f     
鸟( hover的现在分词 ); 靠近(某事物); (人)徘徊; 犹豫
参考例句:
  • The helicopter was hovering about 100 metres above the pad. 直升机在离发射台一百米的上空盘旋。
  • I'm hovering between the concert and the play tonight. 我犹豫不决今晚是听音乐会还是看戏。
45 appreciation Pv9zs     
n.评价;欣赏;感谢;领会,理解;价格上涨
参考例句:
  • I would like to express my appreciation and thanks to you all.我想对你们所有人表达我的感激和谢意。
  • I'll be sending them a donation in appreciation of their help.我将送给他们一笔捐款以感谢他们的帮助。
46 voluptuous lLQzV     
adj.肉欲的,骄奢淫逸的
参考例句:
  • The nobility led voluptuous lives.贵族阶层过着骄奢淫逸的生活。
  • The dancer's movements were slow and voluptuous.舞女的动作缓慢而富挑逗性。
47 blistering b3483dbc53494c3a4bbc7266d4b3c723     
adj.酷热的;猛烈的;使起疱的;可恶的v.起水疱;起气泡;使受暴晒n.[涂料] 起泡
参考例句:
  • The runners set off at a blistering pace. 赛跑运动员如脱缰野马般起跑了。
  • This failure is known as preferential wetting and is responsible for blistering. 这种故障称为优先吸湿,是产生气泡的原因。 来自辞典例句
48 radius LTKxp     
n.半径,半径范围;有效航程,范围,界限
参考例句:
  • He has visited every shop within a radius of two miles.周围两英里以内的店铺他都去过。
  • We are measuring the radius of the circle.我们正在测量圆的半径。
49 fluency ajCxF     
n.流畅,雄辩,善辩
参考例句:
  • More practice will make you speak with greater fluency.多练习就可以使你的口语更流利。
  • Some young children achieve great fluency in their reading.一些孩子小小年纪阅读已经非常流畅。
50 lingo S0exp     
n.语言不知所云,外国话,隐语
参考例句:
  • If you live abroad it helps to know the local lingo.住在国外,学一点当地的语言自有好处。
  • Don't use all that technical lingo try and explain in plain English.别尽用那种专门术语,用普通的词语解释吧。
51 resounding zkCzZC     
adj. 响亮的
参考例句:
  • The astronaut was welcomed with joyous,resounding acclaim. 人们欢声雷动地迎接那位宇航员。
  • He hit the water with a resounding slap. 他啪的一声拍了一下水。
52 gauge 2gMxz     
v.精确计量;估计;n.标准度量;计量器
参考例句:
  • Can you gauge what her reaction is likely to be?你能揣测她的反应可能是什么吗?
  • It's difficult to gauge one's character.要判断一个人的品格是很困难的。
53 recess pAxzC     
n.短期休息,壁凹(墙上装架子,柜子等凹处)
参考例句:
  • The chairman of the meeting announced a ten-minute recess.会议主席宣布休会10分钟。
  • Parliament was hastily recalled from recess.休会的议员被匆匆召回开会。
54 evoked 0681b342def6d2a4206d965ff12603b2     
[医]诱发的
参考例句:
  • The music evoked memories of her youth. 这乐曲勾起了她对青年时代的回忆。
  • Her face, though sad, still evoked a feeling of serenity. 她的脸色虽然悲伤,但仍使人感觉安详。
55 obsessed 66a4be1417f7cf074208a6d81c8f3384     
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。
56 intensity 45Ixd     
n.强烈,剧烈;强度;烈度
参考例句:
  • I didn't realize the intensity of people's feelings on this issue.我没有意识到这一问题能引起群情激奋。
  • The strike is growing in intensity.罢工日益加剧。
57 microprocessor ZDJxs     
n.微信息处理机
参考例句:
  • I've got a typerwriter with a microprocessor.我有一台装有微处理机的打字机。
  • I decided to write a program for a microprocessor.我决定为微处理机编制一套程序。
58 graphics CrxzuL     
n.制图法,制图学;图形显示
参考例句:
  • You've leveraged your graphics experience into the video area.你们把图形设计业务的经验运用到录像业务中去。
  • Improved graphics took computer games into a new era.经改进的制图技术将电脑游戏带进了一个新时代。
59 primitive vSwz0     
adj.原始的;简单的;n.原(始)人,原始事物
参考例句:
  • It is a primitive instinct to flee a place of danger.逃离危险的地方是一种原始本能。
  • His book describes the march of the civilization of a primitive society.他的著作描述了一个原始社会的开化过程。
60 primitives 9e1458cd0f9b5cb89abeeed7490f1446     
原始人(primitive的复数形式)
参考例句:
  • Almost all operators work only with primitives. 几乎所有运算符都只能操作“主类型”(Primitives)。
  • The anthropology of the future will not be concerned above all else with primitives. 未来的人类学不会以原始人为主要的研究对象。
61 pointed Il8zB4     
adj.尖的,直截了当的
参考例句:
  • He gave me a very sharp pointed pencil.他给我一支削得非常尖的铅笔。
  • She wished to show Mrs.John Dashwood by this pointed invitation to her brother.她想通过对达茨伍德夫人提出直截了当的邀请向她的哥哥表示出来。
62 billboards 984a8d026956f1fd68b7105fc9074edf     
n.广告牌( billboard的名词复数 )
参考例句:
  • Large billboards have disfigured the scenery. 大型告示板已破坏了景色。 来自辞典例句
  • Then, put the logo in magazines and on billboards without telling anyone what it means. 接着我们把这个商标刊在杂志和广告看板上,却不跟任何人透漏它的涵意。 来自常春藤生活英语杂志-2006年4月号
63 calligraphy BsRzP     
n.书法
参考例句:
  • At the calligraphy competition,people asked him to write a few characters.书法比赛会上,人们请他留字。
  • His calligraphy is vigorous and forceful.他的书法苍劲有力。
64 audited 046f25df2e99a79dbb3462bbbfa35bf2     
v.审计,查账( audit的过去式和过去分词 )
参考例句:
  • The accounts have to be audited by a firm of external auditors. 这些账目必须由一家外聘审计员的公司来稽查。 来自《简明英汉词典》
  • E. g. few if any charities collection publishes audited accounts. 例如很少义款收集有公布经过查核的帐目。 来自互联网
65 suburban Usywk     
adj.城郊的,在郊区的
参考例句:
  • Suburban shopping centers were springing up all over America. 效区的商业中心在美国如雨后春笋般地兴起。
  • There's a lot of good things about suburban living.郊区生活是有许多优点。
66 commuter ZXCyi     
n.(尤指市郊之间)乘公交车辆上下班者
参考例句:
  • Police cordoned off the road and diverted commuter traffic. 警察封锁了道路并分流交通。
  • She accidentally stepped on his foot on a crowded commuter train. 她在拥挤的通勤列车上不小心踩到了他的脚。
67 gene WgKxx     
n.遗传因子,基因
参考例句:
  • A single gene may have many effects.单一基因可能具有很多种效应。
  • The targeting of gene therapy has been paid close attention.其中基因治疗的靶向性是值得密切关注的问题之一。
68 obsession eIdxt     
n.困扰,无法摆脱的思想(或情感)
参考例句:
  • I was suffering from obsession that my career would be ended.那时的我陷入了我的事业有可能就此终止的困扰当中。
  • She would try to forget her obsession with Christopher.她会努力忘记对克里斯托弗的迷恋。
69 remarkable 8Vbx6     
adj.显著的,异常的,非凡的,值得注意的
参考例句:
  • She has made remarkable headway in her writing skills.她在写作技巧方面有了长足进步。
  • These cars are remarkable for the quietness of their engines.这些汽车因发动机没有噪音而不同凡响。
70 delightful 6xzxT     
adj.令人高兴的,使人快乐的
参考例句:
  • We had a delightful time by the seashore last Sunday.上星期天我们在海滨玩得真痛快。
  • Peter played a delightful melody on his flute.彼得用笛子吹奏了一支欢快的曲子。
71 assortment FVDzT     
n.分类,各色俱备之物,聚集
参考例句:
  • This shop has a good assortment of goods to choose from.该店各色货物俱全,任君选择。
  • She was wearing an odd assortment of clothes.她穿着奇装异服。
72 capabilities f7b11037f2050959293aafb493b7653c     
n.能力( capability的名词复数 );可能;容量;[复数]潜在能力
参考例句:
  • He was somewhat pompous and had a high opinion of his own capabilities. 他有点自大,自视甚高。 来自辞典例句
  • Some programmers use tabs to break complex product capabilities into smaller chunks. 一些程序员认为,标签可以将复杂的功能分为每个窗格一组简单的功能。 来自About Face 3交互设计精髓
73 boon CRVyF     
n.恩赐,恩物,恩惠
参考例句:
  • A car is a real boon when you live in the country.在郊外居住,有辆汽车确实极为方便。
  • These machines have proved a real boon to disabled people.事实证明这些机器让残疾人受益匪浅。
74 wretches 279ac1104342e09faf6a011b43f12d57     
n.不幸的人( wretch的名词复数 );可怜的人;恶棍;坏蛋
参考例句:
  • The little wretches were all bedraggledfrom some roguery. 小淘气们由于恶作剧而弄得脏乎乎的。 来自《现代英汉综合大词典》
  • The best courage for us poor wretches is to fly from danger. 对我们这些可怜虫说来,最好的出路还是躲避危险。 来自辞典例句
75 icons bd21190449b7e88db48fa0f580a8f666     
n.偶像( icon的名词复数 );(计算机屏幕上表示命令、程序的)符号,图像
参考例句:
  • Distinguish important text items in lists with graphic icons. 用图标来区分重要的文本项。 来自About Face 3交互设计精髓
  • Daemonic icons should only be employed persistently if they provide continuous, useful status information. 只有会连续地提供有用状态信息的情况下,后台应用程序才应该一直使用图标。 来自About Face 3交互设计精髓
76 interfaces ad63a35ea2ac8a42233e5ac6cb325d34     
界面( interface的名词复数 ); 接口(连接两装置的电路,可使数据从一种代码转换成另一种代码); 交界; 联系
参考例句:
  • If the class needs to be reprogrammed, new interfaces are created. 如果class需要重新程序设计,新的interfaces创建。
  • Interfaces solve this problem of evolving code. Interfaces解决了代码升级的问题。
77 renderings 8a4618ebf038a0afc6e34b50d256c554     
n.(戏剧或乐曲的)演奏( rendering的名词复数 );扮演;表演;翻译作品
参考例句:
  • Research about the usability of architectural renderings supports this notion. 关于建筑渲染的可用性研究支持上面提到的这种观点。 来自About Face 3交互设计精髓
  • Note: Attached Bugatti renderings are for illustrative purposes only. 注:附加布加迪渲染是仅用于说明的目的。 来自互联网
78 furry Rssz2D     
adj.毛皮的;似毛皮的;毛皮制的
参考例句:
  • This furry material will make a warm coat for the winter.这件毛皮料在冬天会是一件保暖的大衣。
  • Mugsy is a big furry brown dog,who wiggles when she is happy.马格斯是一只棕色大长毛狗,当她高兴得时候她会摇尾巴。
79 lavished 7f4bc01b9202629a8b4f2f96ba3c61a8     
v.过分给予,滥施( lavish的过去式和过去分词 )
参考例句:
  • I lavished all the warmth of my pent-up passion. 我把憋在心里那一股热烈的情感尽量地倾吐出来。 来自辞典例句
  • An enormous amount of attention has been lavished on these problems. 在这些问题上,我们已经花费了大量的注意力。 来自辞典例句
80 agonized Oz5zc6     
v.使(极度)痛苦,折磨( agonize的过去式和过去分词 );苦斗;苦苦思索;感到极度痛苦
参考例句:
  • All the time they agonized and prayed. 他们一直在忍受痛苦并且祈祷。 来自《现代英汉综合大词典》
  • She agonized herself with the thought of her loss. 她念念不忘自己的损失,深深陷入痛苦之中。 来自辞典例句
81 acolytes 2d95a6b207a08c631dcce3cfc11c730b     
n.助手( acolyte的名词复数 );随从;新手;(天主教)侍祭
参考例句:
  • To his acolytes, he is known simply as 'the Boss'. 他被手下人简称为“老板”。 来自辞典例句
  • Many of the acolytes have been in hiding amongst the populace. 许多寺僧都隐藏在平民当中。 来自互联网
82 stinks 6254e99acfa1f76e5581ffe6c369f803     
v.散发出恶臭( stink的第三人称单数 );发臭味;名声臭;糟透
参考例句:
  • The whole scheme stinks to high heaven—don't get involved in it. 整件事十分卑鄙龌龊——可别陷了进去。 来自《简明英汉词典》
  • The soup stinks of garlic. 这汤有大蒜气味。 来自《现代英汉综合大词典》
83 plunged 06a599a54b33c9d941718dccc7739582     
v.颠簸( plunge的过去式和过去分词 );暴跌;骤降;突降
参考例句:
  • The train derailed and plunged into the river. 火车脱轨栽进了河里。
  • She lost her balance and plunged 100 feet to her death. 她没有站稳,从100英尺的高处跌下摔死了。
84 dwarfs a9ddd2c1a88a74fc7bd6a9a0d16c2817     
n.侏儒,矮子(dwarf的复数形式)vt.(使)显得矮小(dwarf的第三人称单数形式)
参考例句:
  • Shakespeare dwarfs other dramatists. 莎士比亚使其他剧作家相形见绌。 来自《简明英汉词典》
  • The new building dwarfs all the other buildings in the town. 新大楼使城里所有其他建筑物都显得矮小了。 来自辞典例句
85 grooves e2ee808c594bc87414652e71d74585a3     
n.沟( groove的名词复数 );槽;老一套;(某种)音乐节奏v.沟( groove的第三人称单数 );槽;老一套;(某种)音乐节奏
参考例句:
  • Wheels leave grooves in a dirt road. 车轮在泥路上留下了凹痕。 来自《简明英汉词典》
  • Sliding doors move in grooves. 滑动门在槽沟中移动。 来自《现代汉英综合大词典》
86 craftsmanship c2f81623cf1977dcc20aaa53644e0719     
n.手艺
参考例句:
  • The whole house is a monument to her craftsmanship. 那整座房子是她技艺的一座丰碑。
  • We admired the superb craftsmanship of the furniture. 我们很欣赏这个家具的一流工艺。
87 scrutinized e48e75426c20d6f08263b761b7a473a8     
v.仔细检查,详审( scrutinize的过去式和过去分词 )
参考例句:
  • The jeweler scrutinized the diamond for flaws. 宝石商人仔细察看钻石有无瑕庇 来自《现代英汉综合大词典》
  • Together we scrutinized the twelve lemon cakes from the delicatessen shop. 我们一起把甜食店里买来的十二块柠檬蛋糕细细打量了一番。 来自英汉文学 - 盖茨比
88 components 4725dcf446a342f1473a8228e42dfa48     
(机器、设备等的)构成要素,零件,成分; 成分( component的名词复数 ); [物理化学]组分; [数学]分量; (混合物的)组成部分
参考例句:
  • the components of a machine 机器部件
  • Our chemistry teacher often reduces a compound to its components in lab. 在实验室中化学老师常把化合物分解为各种成分。
89 reiterated d9580be532fe69f8451c32061126606b     
反复地说,重申( reiterate的过去式和过去分词 )
参考例句:
  • "Well, I want to know about it,'she reiterated. “嗯,我一定要知道你的休假日期,"她重复说。 来自英汉文学 - 嘉莉妹妹
  • Some twenty-two years later President Polk reiterated and elaborated upon these principles. 大约二十二年之后,波尔克总统重申这些原则并且刻意阐释一番。
90 engraved be672d34fc347de7d97da3537d2c3c95     
v.在(硬物)上雕刻(字,画等)( engrave的过去式和过去分词 );将某事物深深印在(记忆或头脑中)
参考例句:
  • The silver cup was engraved with his name. 银杯上刻有他的名字。
  • It was prettily engraved with flowers on the back. 此件雕刻精美,背面有花饰图案。 来自《简明英汉词典》
91 flair 87jyQ     
n.天赋,本领,才华;洞察力
参考例句:
  • His business skill complements her flair for design.他的经营技巧和她的设计才能相辅相成。
  • He had a natural flair for business.他有做生意的天分。
92 champagne iwBzh3     
n.香槟酒;微黄色
参考例句:
  • There were two glasses of champagne on the tray.托盘里有两杯香槟酒。
  • They sat there swilling champagne.他们坐在那里大喝香槟酒。


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