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今日经济学家杂志发表了一篇文章阐述有关烟草公司洗心革面的创举。原本也不是什么新鲜产品,就是电子香烟,這玩意儿实际上推向市场已多年,可文章要说的不是电子香烟本身,而是讲世界最大的香烟制造公司飞利浦莫里斯推出的电子香烟iQOS 带给人们的是更加健康的理念。文章写的内容实际上并不难,但把它翻译成地道的中文真的有很大难度。本人尝试将此文翻成中文,一是为了帮助朋友们更好的理解 作者的意图,另一方面也让想提高英文写作的朋友们加以借鉴。由于本人水平有限,定有疏忽或理解不当之处,希望朋友们谅解。


Philip Morris, health company?

飞利浦莫里斯,是家提倡健康的公司吗?

Apr 23rd 2016 | NEW YORK | From the print edition



TOBACCO companies specialise in contradiction. They herald the decline of smoking among youngsters, for example, then flaunt their sales to callow puffers. The most skilled contortionist in the industry may be Philip Morris International, the world’s biggest tobacco firm. To date, any good news for shareholders has been bad news for lungs. But the firm now says it wants to improve profits and health alike.

这些烟草公司就是自相矛盾。比如:他们口头上宣传说不让年轻人抽烟,可反过来却拼命向年轻抽烟者推销香烟。在這个行业里玩儿起這套最出色或许就是飞利浦莫里斯国际,是一家世界最大的烟草生产公司。迄今为止,对股票持有者来说是好消息而对肺部有问题的人来说就成了坏消息。可公司如今却说他们在想提高利润的同时也要把健康搞上去。

It may seem an odd goal for a company that last year sold 850 billion cigarettes. But it boss, André Calantzoupolos, insists Philip Morris is on the verge of a revolution. He touts “reduced-risk products”: on April 19th the firm said its top offering in this category, iQOS, accounted for one in 30 cigarette sales in Tokyo, a test market.

对一个去年销售了8500亿支香烟的公司来说似乎成了一个怪诞的目标。可這家公司的老板 André Calantzoupolos 坚持说飞利浦莫里斯现在处在变革时期。他吹捧一种说法“消除了风险的产品”:4月是19日公司讲为此主推 iQOS香烟(這是飞利浦莫里斯发明的一种新型充电电子烟)作为试点,成了在东京市场上销售的30种香烟中的一种。

The new product resembles a pen. A user inserts a cigarette-lookalike called a HeatStick; iQOS then warms the stick’s tobacco, but doesn’t burn it. That produces an aerosol that carries a traditional cigarette’s taste but, the company hopes, eliminates much of the nasty stuff that comes with combustion. “For the first time in history,” Mr Calantzoupolos declared recently, “we have products with the real potential to both accelerate harm reduction and grow our business.”

新产品带一只笔。抽烟者把长的像支香烟被称作电热棍的装置插进去;IQOS 的电热棍会点热,可不燃烧。这种电子烟会产生一种有传统香烟味道的烟雾,可公司希望清除燃烧中产生的令人恶心的味道。Calantzoupolos 先生最近宣布 “我们生产的真正成为了可以加速降低有害物质的产品,同时又会发展我们的生意,這是有史以来的第一次”

This is hardly the first time tobacco firms have peddled healthier-seeming goods. Some have dubious benefits.Consumers have long bought “light” cigarettes to lower their risk of disease,despite evidence they do nothing of the kind. E-cigarettes are less risky than traditional ones, but bring their own challenges. Some fear they will reduce the stigma around smoking. Debate rages over whether e-cigarettes help smokers quit. What is more, many smokers simply don’t like them. Complaints range from faulty batteries to poor taste—e-cigarettes deliver vapour with nicotine, but no tobacco. Their share of the cigarette market remains tiny: 0.4% last year,estimates Euromonitor, a research firm.

难得香烟公司第一次兜售似乎更健康的产品。有些人怀疑所说的这些好处。尽管证据表明电子烟没什么意义,但消费者为了更加降低得病的危害一直渴望买到所谓 “淡”的香烟,电子香烟没有传统香烟的危害大,不过带给消费者的是对他们自己的挑战。有些人担心电子香烟会降低香烟的味道。是否电子香烟会有助抽烟者戒烟争论得热火朝天。最大的问题是许多抽烟者并不待见它。抱怨最多的是电池爱坏且味道差。电子烟产生的是尼古丁的雾却不是香烟。据一家名为Euromonitor的调查公司估计电子烟在市场上所占份额很小:去年才是0.4%。

Philip Morris’s new products might have broader appeal. Its research staff now includes some 300 scientists, many poached from pharmaceutical and medical-device companies. The company has several alternatives to combustible cigarettes, but iQOS is its most prominent.Bonnie Herzog of Wells Fargo estimates that by 2025 the product could displace30% of cigarette sales in rich markets.

飞利浦莫里斯的新产品或许会更有广泛的吸引力。這家公司汇集了300位科学家进行研究,许多人都是从医药和医疗设备公司给挖来的。公司有几种替代真正可燃烧香烟的产品,可iQOS却是最有名的。富国银行(WellsFargo)的邦妮赫尔佐格估计到2025年这种产品会取代30%世面上传统香烟的销售。

Philip Morris says that early evidence is promising. It reports that the vapour created by iQOS contains just one-tenth as much “harmful or potentially harmful” chemicals as a standard cigarette.

飞利浦莫里斯公司讲早期的证据表明很有市场前景。据报道iQOS所喷出的雾气中所含的有害物质是标准香烟的十分之一。


So far iQOS has been launched in only a few places, including parts of Japan and Italy. There are plans to expand quickly. That will eat into Philip Morris’s cigarette sales, but evidence from Japan suggests consumers might switch not just from the firm’s own brands, but from cigarettes made by rivals too. All in all, iQOS could be a boon: Wells Fargo expects combined profits for iQOS and traditional cigarettes in 2025 to be nearly 50% higher than they would have been for traditional cigarettes alone.

到目前为止iQOS 只在为数不多的地区开始销售,包括日本和意大利的部分地区。有计划很快就会铺开。那就意味着会融入到公司香烟销售中去,消费者或许不仅会从该公司普通香烟 产品转过来,也会从竞争对手生产的普通香烟产品转过来。总之,iQOS电子烟会成为一种香饽饽:富国银行期望IQOS电子烟的利润到2025年会比传统香 烟高出近50%。

Sales could rise even further if Philip Morris can sway health officials. The company will soon ask American regulators to designate iQOS as a “modified risk tobacco product”. Such a title would let the firm’s partner in America, Altria, hawk iQOS’s claimed lower risks.But regulatory approval is by no means assured. Katie McMahon, a policy expert at the American Cancer Society’s advocacy arm, is sceptical of tobacco firms as allies, given their history of misleading the public. After decades of distrust, it can be hard to know when a tobacco company is advancing health and when it is blowing smoke.

如果飞利浦莫里斯公司能说动健康官员们,销售很有可能会进一步攀升。公司不久就会向美国有关制定规则部门申请把iQOS电子烟作为一种“经过改近风险的香烟产品”。赋予這个叫法会让公司在美国的合作伙伴奥驰亚兜售号称更低风险的iQOS电子烟。KatieMcMahon 作为美国癌症协会宣传部门的政策制定专家怀疑烟草公司串通,认为规则获批绝不可信,因为他们都有误导公众的劣迹。几十年的不信任很难让人搞清楚什么时候烟草公司是在倡导健康,什么时候是在蒙人。

备注:

Philip Morris飞利浦莫里斯是世界上最大的香烟制造公司

Flaunt是炫耀,夸耀

Callow年轻而没经验的

最后一句里的blowing smoke 并不是吹烟的意思,难就难在翻译这篇文章因为是香烟的很容易被误导去想是這个意思,但实际上,它的意思是“蒙人”

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