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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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I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

我认识一个啤酒商，他把他的啤酒卖给那些从未看过他的广告的人，比卖给那些每周都看广告的人还要多。糟糕的广告会使产品滞销。

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Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.

让我们把广告推销商品，但也要认识到广告具有广泛的社会责任。

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No one has a finer command of language than the person who keeps his mouth shut.

没有人比沉默寡言的人更能掌握语言。

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Language is conceived in sin and science is its redemption.

语言孕育于罪恶之中，科学是它的救赎。

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