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Then something started happening around the late 2000s that would pave the way for a GIF renaissance:
接着，2010年左右开始发生了一件即将为动图复兴铺平道路的事情发生了：
Bandwidth improved and people started making GIFs out of existing video content,
宽带逐渐改善，人们开始用已有的视频内容制作动图了，
not for web design purposes but solely as a mode of expression
目的不再是为了做网络设计，而只是将其当做一种表达方式。
The rise of places like Tumblr and Reddit meant there were more places to put these little bite-sized expressions.
微博客Tumblr和新闻网站Reddit等的崛起就说明，能用到这些字节大小的表情的地方还有很多。
GIFs were back.
GIF动图又回来了。
The gift Renaissance also spurred on some huge business ventures surrounding the potentially lucrative GIF economy
动图的复兴还带动了某些围绕潜力巨大的动图经济产生的大企业的发展。
"We're biologically wired for visual consumption and communication."
我们生来就具备了视觉消费和视觉沟通的潜能。
That's Adam Leibsohn, the chief operating officer of Giphy which is the biggest of the new GIF companies.
这位是Adam Leibsohn，当前最大动图公司Giphy的首席执行官
They're basically a GIF search engine
该公司本质上就是一个动图搜索引擎
and they plan to make money by partnering with huge brands to create GIFs of that brands content that people can share in their day-to-day communication.
其商业模式就是通过与大品牌合作，为大品牌制作品牌内容相关且可用于大家日常交流的动图"
So, traditionally an advertiser would have to spend a lot of money to get their message through the market
广告商投放产品内容向来都需要花费大笔资金
and they're using all this stuff to interrupt your experience and they're just hoping that like that message will sink in.
他们都是硬把他们的东西塞到你生活里，希望那些信息会自己渗入大家的生活
And we're making it a bottom-up approach in that we're making this content accessible and expressive.
我们则采用的是自下而上的办法，因为我们会把我们的内容做得通俗易懂，并且富有表达力。
People are taking those branded objects--that piece of Game of Thrones, that clip of Seinfeld, and they're sending it to their friend.
用户能够接受这些带有品牌标记的动图，比如《权利与游戏》和《宋飞传》的动图，他们还会把这些图片分享给朋友。
Instead of the brand shoving the message on somebody's throat, people are the ones being the brand ambassadors.
这样一来，营销的方式不再是品牌将他们的信息强行灌输给用户，而是用户化身成品牌大使。
They are self identifying with the content because they selected it, they're endorsing it because they sent it to you
他们既然选择了这个品牌内容，他们既然会把图发给你，就说明已经和内容产生了自我认同和认可。
and you're both bonding over it emotionally because you're using it to communicate.
大家会与使用的动图产生情感共鸣，因为要用它来完成交际。
So while you might send a GIF of Zach Braff expressing exactly what you need to tell a friend,
所以，大家可能会用扎克·布拉夫的动图表达你想向朋友传递的信息
Hulu sees this as advertising for their show scrubs.
呼噜则将这一动图视为宣传其作品的手段。
If advertisers looking for "engagement" with their content, it doesn't get much better than this.
如果广告商要的是用户与其内容的互动，能做到这样就已经很不错了。
Big production studios see this is a way of sneaking little advertisements in to your email and text feeds
大厂商还将这一点视为塞小广告到用户邮件或短信里的一种方式。
and they may be willing to pay big bucks for partnerships with places like Giphy.
他们甚至愿意高价请Giphy这样的动图制作公司与其合作。
But as of now there are no paid gifts on the site
然而，现在该网上已经没有付费动图了，
and Giphy says that they don't have specific plans on if or how they will mark sponsored gifts as advertisement
Giphy也表示，他们没有关于是否以及如何将带有品牌标记的内容做成广告这方面的具体方案
For now they seem to be focused on making GIFs ubiquitous and accessible on every communication platform
当前来看，他们的注意力似乎主要放在了如何将动图推广到每个沟通平台这一问题上。
"You can't buy an ad, like you can't buy an ad inside of our iMessage conversation, that's just never gonna happen."
我们短信对话里用到的动图是不出售的，永远也不会。
'And venture capitalists seem to think that this is a safe bet as well:
风投资本家似乎也认为这也是一个只赚不赔的投资：
Giphy is valued at 300 million dollars even though doesn't even make money yet.
Giphy市值达3亿美元，尽管该网站到目前为止还没赚过钱。
"Everyone searching for content anyways, everyone searching for expressive content, hello, goodbye, how are you,
大家想找某种内容，想找某种富有表达力的内容，比如“你好”，“再见”，“你好吗”的时候，
they're really searching for that content translated or sort through the lens of whatever is the cultural phenomenon of the moment,
他们其实是想找经过时下某种文化现象折射或翻译过来的内容，
whether it's Game of Thrones or some other new movie or some other big TV show.
不管是《权利的游戏》，还是其他新上映的电影，热播的电视剧。
From an advertising standpoint what we're suggesting is we should be doing more."
从广告的角度来看，我们的看法就是，我们应该继续做下去。
