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prelude - previous The selling of prestige
销售威望
As a prelude to the presentation,
作为演讲的开场白，
Dr.Jackson talked about
杰克逊博士讲述了
the prerequisites for building a prestigious reputation.
建立威信的必备条件。
Dr.Jackson, an image expert who had worked with three presidencies,
杰克逊博士是一位 曾效力于三任总统 的形象专家，
talked about the prevalent need of a society to trust their leader.
他谈到一个社会普遍 需要信任其领导者，
A campaign therefore needed to put a premium
这就需要进行一场高度
on helping their candidate look good,
重视包装候选人 的运动，
dress according to prevailing class trends
他不仅应按流行时尚 穿着打扮，
and have a presence that exuded confidence.
而且还要具有显示 信心的风度。
Too much focus on image, however, could backfire
但过于注重形象 可能会适得其反，
and become a prescription for public opinion to fall.
成为促使民意 下滑的药方。
As he continued, he talked about previous successes and failures.
接下来，他谈到了 过去的成功和失败。
The first failure
第一次失败是
was when he prescribed that Ronald Reagan should look well groomed.
他嘱咐罗纳德.里根 应穿戴整齐，
This had resulted in the press saying he was using too many preservatives.
结果却导致新闻界 评论说里根用了 太多的防腐剂。
It was a public relations disaster
那是场公共关系灾难，
and prestige was lost that could never be recovered.
从而导致威望尽失， 水远也无法挽回。
With the previous president, in contrast, Dr.Jackson had succeeded
相比之下，杰克逊博士 对前一位总统的建议 是成功的。
by convincing Clinton not to let his words with the public appear premeditated.
他说服克林顿不要 让公众觉得他所说 的一切是预先策划的。
His relationship afterwards with the public was so good
后来，克林顿建立了 非常好的公众关系，
that Clinton was forgiven many indiscretions.
以致人们原谅了他种 种不检点行为，
He even survived a prevailing desire to be removed from office!
他甚至挺过了那个 普遍要求他下台 的困难时期。
Dr.Jackson was presumably not working with the current president.
杰克逊博士可能 不会为现任总统效力。
It was presupposed by Bush
布什预先假定
that he could just be himself and let the public love or hate him.
无论公众爱他也好 恨他也好，他 都会我行我素。
This premise worked to an extent
这一假设在 一定程度上奏效了，
and there was a degree of respect for Bush's honesty,
布什的诚实赢得了 一定程度的尊重。
but Dr.Jackson said,
但杰克逊博士说，
recent criticisms of his policy decisions were a preview of that support falling.
最近对布什政策决策 的批评就是其支持 率下降的预演。
Bush desperately needed an image consultant.
布什亟需一个形象顾问
Dr.Jackson concluded with this statement and then stepped down from the podium.
说完这句话，杰克逊 博士走下了讲台。
As President Bush stepped up ten minutes later with his hair slightly tussled,
10分钟后，当头发微乱 的布什总统走上讲台时
the crowd laughed silently even as they clapped politely.
人们一边有礼貌地鼓掌 一边悄悄地笑了。
