A COLLECTION OF GOOD WORDS
广告
Advertising
The business of the advertiser is to see that we go about our business with some magic spell or tune or slogan throbbing quietly in the background of our minds.
广告客户的职责就是让我们用某种魔力、曲调或口号在我们的脑海中悄然跳动。
In advertising, I was frustrated by having to deal with the client. It was the only time I really worked in a proper office, and I didn't like it-simple as that.
在广告业，我因为不得不与客户打交道而感到沮丧。那是我唯一一次真正在一个合适的办公室工作，我不喜欢——就这么简单。
Our society's values are being corrupted by advertising's insistence on the equation: Youth equals popularity, popularity equals success, success equals happiness.
我们社会的价值观正在被广告对等式的坚持所破坏:青春等于受欢迎，受欢迎等于成功，成功等于幸福。
The dark comedies tend to be in a non-releasable area. There can be romantic comedies. There can be dramas. But there's no 'dark comedy' inbox for the advertising.
黑色喜剧往往是在一个不可释放的领域。也有浪漫喜剧。可能会有戏剧。但广告收件箱里没有“黑色喜剧”。
There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
有很多广告比产品好得多。当这种情况发生时，好的广告只会让你更快地破产。
A lot of kids do not know my club exists yet. I did not do any big advertising, and that's what I might do in the next two or three weeks, put something in the paper.
很多孩子还不知道我的俱乐部存在。我没有做任何大的广告，在接下来的两三个星期里，我可能会这样做，在报纸上发表一些东西。
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。
Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'?
广告是像法律或医学一样的职业吗?有多少新父母把孩子抱在胸前，宣称“我想让这个孩子长大后成为一名媒体策划者”?
When executing advertising, it's best to think of yourself as an uninvited guest in the living room of a prospect who has the magical power to make you disappear instantly.
在做广告的时候，最好把自己想象成某个潜在客户客厅里的不速之客，他拥有让你瞬间消失的魔力。
There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den.
没有全国性的广告。所有的广告都是本地的和个人的。这是一个男人或女人在厨房读报纸或在书房看电视。
The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.
标题是广告最重要的元素。它必须向读者提供一个可信的好处的承诺。它必须以一种赋予它记忆价值的方式表达。
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
广告公司的工作是热情的和立即的人。它处理人类的需求、欲望、梦想和希望。它的“产品”无法在装配线上生产出来。
KEEP EXPLORING
沿着这个主题，再读几句。
Advertising is the foot on the accelerator, the hand on the throttle, the spur on the flank that keeps our economy surging forward.
广告是踩在油门上的脚，是踩在油门上的手，是让我们的经济保持高速前进的肋板。
Promise, large promise, is the soul of an advertisement.
承诺，很大的承诺，是广告的灵魂。
Advertising is a symbol-manipulating occupation.
广告是一种操纵符号的职业。
A vast sector of modern advertising... does not appeal to reason but to emotion; like any other kind of hypnoid suggestion, it tries to impress its objects emotionally and then make them submit intellectually.
现代广告的一个巨大领域……不诉诸理性而诉诸情感;就像其他催眠暗示一样，它试图在情感上给对象留下深刻印象，然后让他们在智力上屈服。
The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.
广告的有效性取决于消费者可获得的产品信息的数量和种类。广告越成功，消费者的信息环境就越贫乏。
If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half ce.
如果我要重新开始生活，我倾向于认为我会进入广告行业，而不是几乎任何其他行业。在过去的半个世纪里，现代文明的水平在各民族中普遍提高。