Belajar Bahasa Inggris Edisi 19 Februari 2009

Hype has many guises or nuances.

guise = (kb) samaran/berkedok

nuance = (kb) nuansa
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Well, if beauty is in the eye of the beholder, so too is hype.

in the eye of the beholder = di mata [orang] yang melihat

behold = (kkt) melihat
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Belajar Bahasa Inggris
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And so, for ease of understanding and with a bow to those who either adore or loathe hype–I will divide hype into two broad categories

for ease of understanding = untuk memudahkan dalam memahami

adore = (kkt) memuja

loathe = (kk) benci

loathing = (kb) kebencian/kejijikan
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Belajar Bahasa Inggris
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We’ve all been exposed to copy that exclaims in absolutely superlative fashion the benefits of an advertised product.

expose = (kkt) membuka/menyingkap

exclaim = (kkt/kki) berseru/menyerukan

superlative = (ks) unggul/terbaik
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Belajar Bahasa Inggris
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we’re constantly bombarded by hypey modifiers screaming: best, biggest, fastest, easiest, greatest, amazing, unique, revolutionary… and so forth.

constantly = (kk) dengan terus menerus/tak henti-hentinya

bombarded >> bombard = diserbu/diserang

so forth = dan seterusnya
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Even if the remainder of the ad were written impeccably–and by impeccably, I mean, you immediately provide undeniable, authoritative proof, confirming that wrinkles will indeed disappear overnight–that claim will still be the rusty nail that blows out the ad’s tires.

impeccably = tanpa cela

reminder = pengingat

undeniable = yang tidak tertolakkan/yang tidak dapat ditolak

authoritative = (ks) berwenang

wrinkle = (kb) kerutan; (kkt) mengerutkan; (kki) menjadi kusut

wrinkled = (ks) yang berkerut; yang kusut

indeed = (kk) sungguh-sungguh

disappear = (kki) hilang/menghilang

overnight = dalam satu malam

the rusty nail = paku yang berkarat

rusty = (ks) berkarat

nail = paku

blow out = meledakkan
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Belajar Bahasa Inggris
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Well, proof and credibility are of course essential to any claim in any ad–without it you clearly have written hype of the bad kind.

proof = bukti

credibility = kepercayaan

essential = penting

claim = klaim

clearly = secara jelas

the bad kind = sesuatu yang jelek
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But even with proof–if the proof is not “placed” wisely–it’ll be ignored… along with the ad itself.

even with proof = bahkan dengan bukti

wisely = (kk) dengan tepat/bijaksana

it'll be ignored >> it will be ignored = akan diabaikan

along with = sejalan dengan/selaras dengan
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Belajar Bahasa Inggris
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Consumers learn quickly–they have to. By one account, the average American is deluged with over 5,000 advertisements in one form or another every single day.

consumers learn quickly = konsumen belajar dengan cepat

quickly = dengan cepat

deluge = (kb) banjir; (kkt) membanjiri

the average American is deluged with over 5,000 advertisements

the average American = rata-rata warga Amerika

is deluged with = dibanjiri dengan

over 5,000 advertisements = lebih dari 5000 iklan
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Hence, the unavoidable consequence: skepticism and disbelief abounds in the marketplace.

hence = (kk) sebab itu; karena itu; karenanya

unavoidable = tidak terhindarkan

unavoidable consequence = konsekuensi yang tidak terhindarkan

disbelief = ketidakpercayaan

abound = (kki) belimpah/penuh
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Belajar Bahasa Inggris
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So… while in the past, making a claim and immediately following it up with proof may have been a wise, prudent and necessary tack to take–times have now changed.

in the past = dimasa lalu

prudent = (ks) bijaksana; hati-hati

prudently = (kk) dengan bijaksana; hati-hati

times have now changed = waktu sekarang sudah berubah
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Assemble and present your credentialing elements, your evidence–your entire body of incontrovertible proof–in clear and linear fashion.

assemble = (kkt) memasang

present = (kb) hadiah

credential = (kb) surat kepercayaan/mandat

credence = (kb) kepercayaan

evidence = (kb) bukti/fakta/keterangan/petunjuk

incontrovertible = (ks) yang tidak dapat dibantah
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Create strong and overwhelming direction and momentum.

strong = (kb/ks) kuat

overwhelming = (ks) besar sekali/berlimpahan

direction = (kb) petunjuk
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Turn hype into an undisputed conclusion

dispute = (kb) perselisihan/percekcokan; (kkt) membantah/memperselisihkan/memperdebatkan

undisputed conclusion = kesimpulan yang tidak terbantahkan
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If executed skillfully, your hype will also have the added benefit of becoming sustainable and actionable.

skillfully = secara terampil

sustainable = yang bisa terus menerus

actionable = yang bisa dikerjakan/dilaksanakan
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Belajar Bahasa Inggris
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= end, see you next session... =

ps: all of those sentences were taken from: http://feeds.copyblogger.com/~r/Copyblogger/~3/ebNNOzH0Nds/. I suggest you to read it first to fully understand "in the context" of this lesson

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