美国花花公子（2017）

American Playboy:The Hugh Hefner Story S01E03

Part 1 May 13, 2021, 3:34 p.m.

1955年冬天，
By winter of 1955,
美国正在迅速变化。
America was rapidly changing.
脊髓灰质炎疫苗得到FDA的正式批准。
The polio vaccine was
officially approved by the FDA.
一个小型连锁汉堡店叫“麦当劳”的，
A small burger joint called McDonald's
在伊利诺伊州举♥行♥了盛大开业典礼。
held its grand opening in Illinois.
迪斯尼乐园成了所有年轻人的乐土。
Disneyland is a delight
for all youngsters.
沃尔特.迪士尼在加州阿纳海姆开放了
Walt Disney opened his first theme park
他的第一家主题公园。
in Anaheim, California.
在芝加哥，
And in Chicago,
我们还在对《花♥花♥公♥子♥》大做文章。
we were still making waves at Playboy.
自从那年我们开始自己拍照片，
In the year since we started
taking our own photos,
我们开始把一些好玩的元素
加入到我们的照片里，
we'd begun adding playful
elements to our photoshoots,
藏些诸如领带、
hiding things like a tie
高尔夫球杆之类的东西，
or a set of golf clubs,
来暗示不在镜头前的那个人，
to imply that a man was just off camera
给读者某些想象空间。
and giving our readers
something to look for.
得益于我们邻家女孩的概念，
Thanks to our concept
of the girl next door,
读者群从第一♥期♥的单月7万本，
readership had exploded from 70,000
copies a month in our first issue
暴涨到那年底的单月50万本，
to 500,000 a month by
the end of the year,
年度销♥售♥额达到3百万美元，
and with annual sales
reaching $3 million,
我看到一个《花♥花♥公♥子♥》
进一步发展的机会，
I saw an opportunity to
take Playboy even further
抓住一个我们几乎没有开♥发♥的
by going after a source of revenue
收入来源...广♥告♥。
we'd barely tapped into... advertising.
第二次世界大战之后，
美国人重新开始工作，
After World War II,
Americans got back to work,
经济蓬勃发展。
and the economy was booming.
突然间，人们有了钱
来购买♥♥消费品，
Suddenly, people had
cash to spend on luxuries
诸如汽车、电视和新式电器。
like cars, TVs, and new appliances,
他们消费旺盛，因此主要的公♥司♥
and they spent a lot, so major companies
开始投入巨资，
began putting massive amounts of money,
一年超过5亿美元，
来促销他们的商品。
over $5 billion a year, into
promoting their products.
这是广♥告♥的黄金年代。
It was the Golden Age of Advertising.
对大多数杂♥志♥来说，
For most magazines,
广♥告♥是最大的收入来源。
advertising is the
largest source of revenue,
[克里斯蒂.海夫纳，《花♥花♥公♥子♥》前CEO]
广♥告♥主选择在哪刊登广♥告♥，
and advertisers choose
where to advertise
依据的是受众、价格和环境。
based on the audience, the
price, and the environment.
但《花♥花♥公♥子♥》有完全不同的方法。
But Playboy had a different approach.
我们一直是，即便
在很早的时期，
We were always, even
in the very beginning
那时我们需要钱，
但我们在广♥告♥政策上
when we needed the
money, very, very tough
非常、非常坚持原则。
in terms of our advertising policy.
我一开始就知道，如果我们接受
I knew for starters that if we accepted
出现在廉价杂♥志♥上的那类广♥告♥，
the kinds of advertising that
appeared in the pulp magazines,
我就永远无法把一本里面有裸女的杂♥志♥，
I would never be able to turn a magazine
变成一本高级读物。
with nudes in it into
a class publication.
我只想要优质的广♥告♥，
I only wanted to run high-class ads,
能配得上我们的专辑和文章。
ones that would suit our
features and articles.
我父亲非常认真的考虑过，
My dad was very thoughtful
谁才是他想要的
在杂♥志♥上登广♥告♥的人，
about who he wanted to
advertise in the magazine
[库柏.海夫纳，《花♥花♥公♥子♥》首席创意官]
因为他更在乎的是名声，
because he cared more about reputation
而不是实际到手的钱。
than he did actually about
the cash on the table.
因为他不想和那些
He didn't want to be
in business with people
并不真正信任这个品牌
的人打交道
that didn't actually
believe in the brand.
但现在，随着《花♥花♥公♥子♥》
的销♥售♥量空前高涨，
But now, with sales of
Playboy at an all-time high,
我知道是时候找一个
I knew it was time to start going after
我想要的大品牌来合作。
the big name brands that I wanted.
海夫，他们来了。
Uh, Hef, they're here.
好。等我5分钟，
Okay. Stall them five minutes,
然后带他们来工作室。
then bring them up to the studio.
好的。
Okay.
让维克多到二楼来见我。马上。
Get Victor to meet me
on the second floor. Now.
经过对潜在广♥告♥主几个月的追寻，
After months of tracking
down potential advertisers,
我们最终得到了某个
we finally got the attention
本市最顶级品牌之一的垂青。
of one of the most
exclusive brands in town.
我要做的就是说服他们跟我们合作。
All I had to do was convince
them to work with us.
《第三集：花花先生》
我想让你认识一下文斯.田尻，
I'd like you to meet Vince Tajiri,
我们的摄影部主管，
our photo department head,
阿特.保罗，艺术指导，
Art Paul, art director,
这是维克多.洛恩斯，营销主管。
and this is Victor
Lownes, head of promotions.
欢迎来到花♥花♥公♥子♥。
Welcome to Playboy.
非常感谢。
Thanks very much.
喂，海夫？
Uh, Hef?
这是来自大来信♥用♥卡♥公♥司♥的鲍勃。
This is Bob from The Diners' Club.
抱歉让你久等。休.海夫纳。
I'm so sorry to keep
you waiting. Hugh Hefner.
1955年，世界上第一张
In 1955, the first
independent charge card
独♥立♥记账的卡片在美国诞生。
in the world was introduced in America.
名叫大来信♥用♥卡♥。
It was called Diners' Club.
这是早于美国运通，维萨卡，
This was before American Express, Visa,
或万事达卡的信♥用♥卡♥，
or MasterCard were in
the credit business,
大来信♥用♥卡♥成员可以
持有他们的卡片，
and Diners' Club members
could use their cards
在一些世界上
最好的餐馆里使用它们。
at some of the best
restaurants in the world.
这种卡是革命性的，
The card was revolutionary,
我计划将它放进我的杂♥志♥。
and I had a plan to get
it into our magazine.
你觉得工作室怎么样？
What do you think of the studio?
一切看上去都很棒。
Everything looks great.
可能你知道，这位珍妮特
As you may know, Janet here
是我们自己拍照以来的
第一位玩伴女郎。
was the first Playmate
we photographed ourselves.
用我们自己的模特拍照，带来了
Photographing our own models has seen
我们读者群的急速增长。
a real spike in readership.
当他们看到你的广♥告♥印在我们的杂♥志♥上，
When they see your ad on our pages,
我预计他们会拼命花钱，
I'm predicting they'll
choose to spend their money
并且用的是大来信♥用♥卡♥。
using a Diners' Club card.
仅仅只是看了珍妮特一眼，
All it took was one look from Janet
大来信♥用♥卡♥就加入了。
and Diners' Club was in.
这些广♥告♥主们，
These advertising guys
不想谈论广♥告♥。
didn't want to talk advertising.
他们想打听玩伴女郎。
They wanted to ask about the Playmates.
[理查德.罗森威格，《花♥花♥公♥子♥》执行副总裁]
他们为之神魂颠倒，
They were fascinated by it,
我们就能从中获得利益。
and we were able to
take advantage of that.
为什么不到我办公室去，
Why don't you come to my office
我们来谈个数字。塞勒斯？
and we'll talk some numbers. Sellers?
再见，珍妮特。
Bye, Janet.
随着大来信♥用♥卡♥加入，
With Diners' Club on board,
没过多久其他大品牌也来了，