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Advertising practitioners are interpreters. But unlike foreign language interpreters, adpeople must constantly learn new languages. They must understand the language of each new product, and speak the language of each new target audience.

  • -- Jef I. Richards 杰夫理查兹

广告从业人员是口译员。但与外语口译员不同，广告人必须不断学习新的语言。他们必须理解每一个新产品的语言，并说每一个新目标受众的语言。

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Advertising Language

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I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.

我明白了，没有一个好的客户，就没有一个好的广告;没有一个好的广告，就没有一个好的客户;

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Any seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect produced upon the customer, who believes she has been misled.

在声明中任何表面上的欺骗都是代价高昂的，不仅要以广告为代价，而且要对客户产生有害影响，因为客户认为自己被误导了。

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Ever since the Greeks, we have been drunk with language! We have made a cage with words and shoved our God inside!

自希腊人以来，我们就沉醉于语言之中!我们用语言做了一个笼子，把我们的上帝塞了进去!

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Even if I think in English, it's more a language of acting than French.

即使我认为用英语，它更像是一种表演语言而不是法语。

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