被人口頭佔了便宜？5招教你秒擊他們

Want to know how to craft a great zinger? study the presidential debates.
想知道怎樣說話能切中要害，給對方一萬點暴擊？研究研究總統政要們的做法。

We've all had this experience: You're in a debate or a discussion. You're at a loss for words. And of course, after it's all over, you think of exactly the right thing to have said.
我們都曾置身於討論或是辯論，突然腦抽無話可講，直到結束後，想想自己其實知道那時候該說什麼合適。

I hate that feeling, but do you want to know who really hates it? Politicians.
你肯定懊惱壞了。沒關係，遇上這事兒最上火的是我們可愛的政要。

Rhetoric and words are almost all that they have. Now that we're in the middle of the presidential campaign season, with caucuses and primaries about to happen, and one debate after another after another, that gives them an opportunity.
他們所能憑藉的幾乎只有生動的修辭和激動人心的話語。現在，又到一年競選時，機密會議、黨內初選、一個接一個的辯論......各派黨人摩拳擦掌，企圖大展拳腳。

Almost no political zinger is spontaneous. Consultants have spent millions trying to craft the right lines. And if you study the debates and the candidates' verbal tactics, you can find some great lessons--even blueprints--for using rhetoric to upend your adversary's position.
政治宣講都不會只是一次次個人的即興發揮。在這背後，有諮詢顧問投以巨資來組織恰當火候的語言組成文稿。如果你曾研究辯論語言和競選者們的言語攻勢，那麼你將學到寶貴一課——即使是隻研究藍圖——通過修辭來顛倒錯亂對手的處境。

Here are five examples--from both Democrats and Republicans.
下面是五個相關的例子，有出自民主黨的，也有來自共和黨的。

dismissive counterpunch.
1.蔑視對手，報以迎擊。

Let's start with the kind of one-punch knockout that can really end an opponent's chances. The trick here to know the kind of opportunity you're looking for and be ready. Two great examples:
我們來看兩個不給對手留任何招架餘地的一擊制敵的例子，教會我們要善於發現和運用時機：

First, an example from this cycle--the way Donald Trump very effectively sidelined Jeb Bush by repeatedly describing him as "low energy." When Bush came out with guns blazing in one debate, Trump was able to put him off effectively simply by saying, "More energy tonight--I love that!"
第一個，是這個時代的例子——特朗普先生有效打擊了傑布·布什的勢頭，靠的是反覆稱其“蔫頭耷腦”。當布什在一次辯論中大放異彩時，特朗普致以暴擊稱：“啊哈，終於活過來了，我喜歡！”

Second, a more classic example. In 1980, President Jimmy Carter was running against Ronald Reagan, and Carter had used the same effective line of attack against Reagan--perhaps one too many times.
第二個例子更加經典。在1980年的競選裏，吉米·卡特總統對陣里根時，也用這樣的話打擊對手——十分有效，但是可能用的有點兒太多了。

Reagan was able to use a little verbal jiujitsu to turn the whole thing around on him in a debate. Instead of engaging, he simply dismissed Carter's line by chuckling: "Well, there you go again."
里根本可以使用適度的“言語柔道術”來扭轉乾坤。但是相比針尖兒對麥芒，里根選擇了簡單一句話來打趣卡特：“呦呦，繼續你的老生常談吧。”

cool cultural reference.
2.借鑑文化背景。

This one is really hard to pull off. It's about working a cultural reference into your reply to an opponent's rhetorical dig. It can easily backfire--but if you do it effectively, you're in great shape.
這可不是容易事兒，需要從當時當代的文化背景中取材融入準備的宣講內容裏。後果可能適得其反——但是如果能行之有效，出來的效果是很可觀的。

Cultural references evolve so quickly, it's hard to recall some of these accurately, but here are two good examples.
鑑於文化背景演變速度之快，找到恰當的例子也是不易的。不過有兩個例子放在這兒說很棒。

The first comes from 2012, when President Obama and Mitt Romney were squaring off. Obama wanted to take Romney to task for having suggested that Russia was the biggest foreign challenge facing the United States--not ISIS or another Middle Eastern foe.
第一個例子發生在2012年的大選，時任總統的奧巴馬對陣羅姆尼。奧巴馬意圖通過指出美國當前的首要勁敵不是伊斯蘭國等中東分子，而是俄羅斯。

His line? "The 1980s are calling to ask for their foreign policy back."It worked--but not perfectly--in part, perhaps, because Obama didn't get the cultural put-down exactly right (and maybe because by 2012, that was already kind of a cliché.)
原話怎麼講？“像仍活在上世紀八十年代一樣，想用回20多年前的對外政策老套路。”這句話奏效了——但是說得並不完美——因爲從某種程度上來說他的話曲解了羅姆尼的本意（也許是已經2012年了，這樣說真的是陳詞濫調）

A better example might come from 1984, in the Democratic primaries, when eventual nominee Walter Mondale suggested his rival Gary Hart didn't have any substance by quoting a Wendy's fast food commercial that was popular at the time: "Where's the beef?"
1984這一年民主黨核心會議中，有個更好的例子。最終人選沃爾特指責對手哈特沒有實力時，引用了一句美國快餐公司萬迪的著名廣告語：“那麼牛肉在哪兒呢？”（指對手的真正實力根本不像看起來那麼大）

nod to truth.
3.站在真理一方。

Sometimes, the facts are on your side to the point that you can score simply by getting out of the way.
有時很明顯你是佔理的一方，那麼稍微有所退讓也足以讓你得分。

A good example? Then-candidate Obama, in 2008, responding to a line of questioning about Hillary Clinton's "likability" by telling her she was "likable enough."
舉個生動的例子？08年總統大選時，作爲競選者的奧巴馬在迴應關於希拉里是否夠受大衆喜愛時簡單迴應道：“她超可愛的。”

Perhaps the best came from the year 2000, when Vice-President Al Gore walked across the stage and sort of "got into the space" of Republican nominee George W. Bush.
更好的例子發生在2000年，時任副主席的艾伯特·戈爾像邁着太空步一樣穿過禮臺走向共和黨對手小布什。

Bush interrupted his remarks just for a brief second, to nod in Gore's direction--as if to point out how weird it was that Gore had walked over. He didn't even have to say anything, but he made his point very clear.
小布什用了一小招就打破了僵局——衝戈爾走來的方向點了點頭——不用一言一語，就足以表明自己覺得對方的行爲有多滑稽。

elephant in the room.
4.明明很明顯，卻避之不談。

Sometimes there's another way to handle an obvious truth--and that's to say it in a manner that is so clear and obvious that there simply is no real response.
有時面對顯而易見的事實，最好用的辦法其實是和稀泥。

Example: In 1988, Dan Quayle was running for vice-president, and in a debate with the Democratic nominee, Senator Lloyd Bentsen, Quayle made the point that he had as much experience as John Kennedy had when he'd run for president in 1960.
例子：1988年的副主席競選，丹奎爾與民主黨對手參議員本特森激烈辯論。奎爾聲稱自己的經歷和肯尼迪一樣豐富，因爲他從1960年就參與競選總統了。

Maybe you weren't even born in 1988, but you might know Bentsen's response--which pretty much solidified the mainstream opinion of Quayle:
可能1988年是時你還沒出生，不過你還是可以從本特森的回覆中看出他和稀泥的功力——看似是對對手觀點的強化，其實對自身有利。

"Senator, I served with Jack Kennedy. I knew Jack Kennedy. Jack Kennedy was a friend of mine. Senator, you're no Jack Kennedy."
“我親愛的參議員，我曾效力於肯尼迪總統。我瞭解他。肯尼迪總統是我的朋友。不過，你永遠不可能成爲肯尼迪。”

table-turn.
5.扭轉乾坤。

Similarly, sometimes you can take your opponent's exact words and use them to turn everything against him or her.
有時情況就是這麼簡單，你可以用對手的原話來置其於不利之境地。

As an example, in the Republican debates earlier this year, Jeb Bush started attacking Senator Marco Rubio for having missed votes in the senate while he was campaigning. I'm not sure if this was ever going to be effective, but Rubio knocked him back and disarmed the attack simply by observing, "Someone convinced you attacking me is going to help you."
一個例子是，今年度共和黨內部辯論中，傑布布什攻擊對手馬克盧比奧稱其在競選時錯過參與議院內投票。我不知道盧比奧的舉措是否奏效，不過他的反應時是報以回擊稱“你這樣做是因爲自認爲攻擊我對你的競選有利。”（我不會通過攻擊任何人來贏得競選）

The most classic example is probably from 1984, when Reagan was running for reelection at age 73. When this was brought up in a debate, he almost seemed to have misunderstood the question in his remark--but it was a genius response:
更經典的案例出自1984年的總統改選，時年73歲。當他的年齡被對手在辯論中提及時，里根幾乎誤解了自己當時的處境——但他的回覆堪稱神來一筆：

"I will not make age an issue of this campaign. I am not going to exploit, for political purposes, my opponent's youth and inexperience," Reagan said.
“我覺得我在這個年齡競選不成問題。我更不會通過揭露我對手的年輕和沒有經驗來獲得什麼政治上的勝利。”

How effective was it? He even left his opponent, Walter Mondale, laughing--and beat him in a landslide.
這話奏效了嗎？里根甚至讓他的對手捧腹大笑——也使自己身處劣勢贏得競選。