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Most criticism of advertising is written in ignorance of what actually happens inside these agencies.

  • -- Michael Schudson 迈克尔·舒德森

大多数对广告的批评都是写在对这些机构内部实际情况的无知。

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Advertising Happens

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The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance.

写广告的奥秘主要在于简明扼要地说出人们想要说的话，就像写在信里或告诉熟人一样。

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Some people possess talent, others are possessed by it. When that happens, a talent becomes a curse.

有些人有天赋，有些人被天赋所吸引。当这种情况发生时，天才就变成了诅咒。

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You can fool all the people all the time if the advertising is right and the budget is big enough.

如果广告是对的，预算足够大，你就可以一直愚弄所有的人。

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Being injured is something that happens in this sport. Anybody who gets into it understands that.

受伤是这项运动中经常发生的事情。任何对此感兴趣的人都能理解。

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