A COLLECTION OF GOOD WORDS
广告
Advertising
Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
许多制造商私下里质疑广告是否真的能销售他们的产品，但又隐约担心，如果他们停止做广告，竞争对手可能会抢先一步。
The most important word in the vocabulary of advertising is test. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
广告词汇中最重要的一个词是测试。如果你预先测试你的产品与消费者，并预先测试你的广告，你将在市场上做得很好。
Most people don't have the money to spend on advertising to create awareness among readers, nor do they have the contacts at newspapers or magazines to get their books reviewed.
大多数人既没有钱在广告上花钱来引起读者的注意，也没有报纸或杂志上的熟人来让他们的书得到评论。
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
你今天在电视上看到的许多杂乱的广告都是委员会的产物。委员会可以批评广告，但决不能允许他们制作广告。
The illogical man is what advertising is after. This is why advertising is so anti-rational; this is why it aims at uprooting not only the rationality of man but his common sense.
不合逻辑的人是广告追求的对象。这就是为什么广告如此反理性;这就是为什么它的目的不仅在于铲除人的理性，而且在于铲除人的常识。
It is pretty obvious that the debasement of the human mind caused by a constant flow of fraudulent advertising is no trivial thing. There is more than one way to conquer a country.
很明显，持续不断的虚假广告对人类心智的损害并不是一件小事。征服一个国家的方法不止一种。
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。
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
所有有效的广告创意的秘诀不是创造新的和棘手的文字和图片，而是把熟悉的文字和图片融入新的关系。
The more facts you tell, the more you sell. An advertisement's chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.
你讲的事实越多，你卖的东西就越多。广告成功的机会总是随着广告中包含的相关商品事实的数量的增加而增加。
If commerce is the engine of our economy, then advertising is the spark. Responsible advertisers are the drivers who keep us on the right track, leading to a richer, more benevolent society.
如果商业是我们经济的引擎，那么广告就是火花。负责任的广告商是让我们走在正确道路上的动力，引领我们走向一个更富裕、更仁慈的社会。
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。
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.
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。
KEEP EXPLORING
沿着这个主题，再读几句。
Advertising is the art of convincing people to spend money they don't have for something they don't need.
广告是说服人们把他们没有的钱花在他们不需要的东西上的艺术。
The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply.
广告中的伟大创意远不止是认可分数、评分和所有其他肤浅的成功指标的总和;这是在神话的领域，测量是不能适用的。
Studies indicate that these children are more susceptible to advertising and even less likely to understand the purpose of this advertising.
研究表明，这些孩子更容易受到广告的影响，甚至不太可能理解广告的目的。
Live by publicity, you'll probably die by publicity.
靠名声活着，你可能会死于名声。