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Some cereal companies figured out they didn't need to create characters from scratch to sell their products.
一些谷物公司意识到，他们不需要自己创造人物来销售他们的产品。
One of the first programs to feature embedded advertising for cereal was a radio show called Skippy.
一档名为Skippy的广播节目是首批以嵌入谷类食品广告为特色的节目。
In the middle of an episode, the title character would stop what he was doing to pitch Wheaties to listeners.
在节目的中间，节目的主角会停下来向听众推销Wheaties麦片。
This was also the first instance of a cereal brand directly targeting young consumers.
这也是谷物品牌第一次直接瞄准年轻消费者。
The ad was a hit, and soon other beloved characters were shilling cereal on their radio shows.
这则广告大受欢迎，很快，其他受欢迎的角色纷纷它们的电台节目中卖起了麦片。
Post, for his part, found a less controversial mascot.
而波斯特也找到了一个没什么争议的吉祥物。
He had given in and changed the name of Elijah's Manna to the inoffensive-sounding Post Toasties and removed the biblical figure from the box.
他做出了让步，将Elijah's Manna改名为听起来没有攻击性的Post Toasties，并且不再在盒子上画圣经中的人物。
He eventually collaborated with Walt Disney to feature Mickey Mouse as a Post mascot.
他最终与华特·迪士尼合作，将米老鼠作为了品牌的吉祥物。
It's said that Post paid a million dollars for the opportunity.
据说，波斯特为获得这个机会支付了100万美元。
In the 1930s.
在20世纪30年代。
During the height of the Great Depression.
大萧条最严重的时候。
That's one valuable rodent.
真是个价值连城的啮齿类动物。
A bevy of similar licensing deals actually financed Disney's first feature film, Snow White and the Seven Dwarves.
大量类似的授权协议成为了迪士尼的第一部故事片，《白雪公主和七个小矮人》的资金。
That's just one example of cereal companies workshopping their mascots before getting them right.
这只是谷类食品公司反复挑选吉祥物，最终获得成功的一个例子。
Five years after debuting Rice Krispies in 1928, Kellogg's added a cartoon gnome to the box named Snap.
在1928年Rice Krispies首次推出五年后，凯洛格在麦片盒子上画上了名为“Snap”的卡通小地精。
Crackle and Pop (who, our wonderful fact-checker Austin pointed out, have no “canonical familial relationship” with Snap, good to know) only appeared in print ads, not joining Snap on the package until 1941.
“Crackle”和“Pop”(我们出色的剧本顾问奥斯汀指出，他们与Snap没有“典型的家庭关系”)只出现在了平面广告中，直到1941年才和Snap一样被画到盒子上。
Early promos introduced three more characters to the extended Rice Krispie-verse: Soggy, Mushy, and Toughy.
早期的宣传片还加入了三个角色，作为Rice Krispie的扩展：Soggy、Mushy和Toughy。
Unlike the original trio, their evil alter-egos didn't stick around.
与最初的三人组不同，邪恶的他们并没有存在太久。
The battle between crunchiness and sogginess is a running theme in the bible.
脆麦片和软麦片之间的斗争在《圣经》中不断持续。
Sorry, I read that wrong - in cereal ads.
对不起，我读错了——是在麦片广告里。
In the 1960s, Quaker Oats developed the character Cap'n Crunch in response to a report that kids hated soggy cereal.
20世纪60年代，Quaker Oats创造了Cap'n Crunch这个角色，以回应一份报道中提到的孩子们讨厌软麦片的问题。
Marketing was such a crucial part of selling cereal by this point that Quaker had come up with the mascot before figuring out what Cap'n Crunch would taste like.
营销对销售谷类食品太过重要，以至于Quaker Oats还没定下麦片的味道就设计好了吉祥物。
Cap'n Crunch's full name, by the way, is Horatio Magellan Crunch, which will be the name of my next dog.
顺便说一句，Cap'n Crunch的全名是Horatio Magellan Crunch，我养下一只狗就要叫这个名字。
John Kellogg was adamant about keeping sugar out of corn flakes, so it's probably for the best that he wasn't around to see Kellogg's Frosted Flakes in 1952.
约翰·凯洛格坚持不在玉米片中加糖，他能在1952年前去世，没看到凯洛格品牌推出糖霜麦片是再好不过了。
Tony the Tiger has been the face of the product since its launch, but even more iconic than the character's face is his voice.
糖霜麦片自推出以来就用老虎托尼做吉祥物，但这个角色的声音比它的脸更有特色。
Fun fact: Thurl Ravenscroft, who voiced Tony for more than 50 years, also sang "You're a Mean One, Mr. Grinch" in How the Grinch Stole Christmas!
趣事：50多年为托尼配音的是瑟尔·莱文斯克洛福特，他还在《圣诞怪杰》中演唱了《你是个卑鄙的人，格林奇先生》！
That is what we call range.
这就是我们说的业务范围广。
The guy could've just coasted through life on the strength of his incredible name - Thurl Ravenscroft - but he put in the work.
这家伙本可以凭借他不可思议的名字——瑟尔·莱文斯克洛福特——顺利度过一生，但他还是投入了工作。
Some cereal mascots faced a bumpier road.
一些谷物吉祥物的前路更加坎坷。
About a decade after rolling out Lucky Charms in 1964, General Mills quietly replaced Lucky the Leprechaun with Waldo the Wizard in select markets.
在1964年Lucky Charms推出大约十年后，通用磨坊在指定市场上悄悄用巫师Waldo取代了魔法精灵Lucky。
They feared that the thieving leprechaun could come off as too abrasive and hoped the friendly wizard would better appeal to kids.
公司担心这个魔法精灵偷窃的行为影响不好，希望友好的巫师能更好地吸引孩子们。
In the end, Waldo was given his walking papers and Lucky returned to his rightful place as the purveyor of hearts, stars, horseshoes, clovers and/or blue moons.
最后，Waldo被炒了鱿鱼，Lucky回到了他应有的位置，成为爱心、星星、马蹄铁、三叶草和/或蓝色月亮形状麦片的代言人。
By the way, I originally had a line in here about how Lucky Charms is just straight-up sugar marketed as breakfast, but - while I wouldn't go thinking of the marshmallow-y offering as part of a healthy breakfast - it turns out Lucky Charms doesn't even crack the top ten of most sugary breakfast cereals, by weight.
顺便说一句，我一开始打听到Lucky Charm简直就是直接拿糖当早餐卖，但是——虽然我不认为像棉花糖一样的麦片是种健康早餐——事实证明，按重量计算，Lucky Charm甚至无法跻身早餐麦片含糖量前十名。
The “winner,” if you want to call it that, is contested between Honey Smacks and Golden Crisps, both weighing in at over 50 percent sugar.
“赢家”，如果你想这么说的话，要在Honey Smacks和Golden Crisps之间选出，这两种麦片的含糖量都超过了50%。
