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Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.

  • -- Rosser Reeves 里夫斯

从经济学的角度来看，广告实际上是一个简单的现象。它只是一种个人销售力量的替代品——如果你愿意，可以说是大声叫卖商品的商人的延伸。

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Simple Personal Advertising

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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.

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 have never indulged our society's misguided notion that my personal life is relevant to my work, so any reporting surrounding that is necessarily hearsay, speculation or fantasy.

我从来没有被社会误导，认为我的个人生活与我的工作有关，所以任何围绕我的报道都必然是道听途说、猜测或幻想。

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Every time a message seems to grab us, and we think, "I just might try it," we are at the nexus of choice and persuasion that is advertising.

每当一条信息似乎抓住了我们，我们想，“我可能会试试”，我们就处在选择和说服的结合点，这就是广告。

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Politically there were failures. And also on the personal level, there were tremendous failures.

政治上也有失败。在个人层面，也有巨大的失败。

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Make the lie big, make it simple, keep saying it, and eventually they will believe it.

把谎言说得大一点，简单一点，不断地说，最终他们会相信的。

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It's strange how the simple things in life go on while we become more difficult.

奇怪的是，当我们变得更加困难的时候，生活中简单的事情却在继续。

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