A COLLECTION OF GOOD WORDS
广告
Advertising
The Death of Advertising? I think that's in the book of Revelation. It's the day when people everywhere become satisfied with their weight, their hair, their skin, their wardrobe, and their aroma.
广告之死?我想那是在启示录里。这一天，世界各地的人们都对自己的体重、头发、皮肤、衣柜和香气感到满意。
I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.
我避开那些广告在他们的营销组合中只是一个边缘因素的客户。他们有一种尴尬的倾向，每当他们需要现金用于其他目的时，他们就会抢夺广告拨款。
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
去掉广告，使个人或公司不能宣传其产品及其优点，整个社会和经济就会发生变化。广告的敌人就是自由的敌人。
We read advertisements... to discover and enlarge our desires. We are always ready - even eager - to discover, from the announcement of a new product, what we have all along wanted without really knowing it.
我们看广告……发现并扩大我们的欲望。我们总是时刻准备着——甚至是热切地——从一款新产品的发布中发现，我们一直想要的东西，却并不真正了解它。
It is not unprofessional to give free legal advice, but advertising that the first visit will be free is a bit like a fox telling chickens he will not bite them until they cross the threshold of the hen house.
提供免费的法律咨询并不是不专业的，但是广告说第一次拜访是免费的，这有点像狐狸告诉小鸡，他不会咬它们，直到它们进入鸡舍的门槛。
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。
Advertising mourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production.
广告哀悼着人类的消费能力。它在人们面前树立了一个目标，那就是为自己和家人建立一个更好的家，更好的衣服，更好的食物。它激励个人的努力和更大的生产。
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。
Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises and by eloquence sometimes sublime and sometimes pathetic
现在的广告太多了，以致于人们常常漫不经心地去阅读它们，因此，有必要用华丽的许诺和雄辩来吸引人们的注意，有时是崇高的，有时是可悲的
Nobody's profitable at this moment, because recession is on; advertising dollars are down, and expenses are way up. So that kind of belies the situation that you would expect, because the ratings are way up everywhere.
目前没有人盈利，因为经济衰退已经开始;广告费用下降了，而费用却上升了。这和你预期的情况不太相符，因为各地的评级都在上升。
Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.
广告的力量远不如广告商和广告批评者所宣称的那样强大，广告公司在黑暗中捅的刀要比他们在公众意识上做的精确显微手术多得多。
KEEP EXPLORING
沿着这个主题，再读几句。
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。
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。
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
如果你曾经有幸创造了一个伟大的广告活动，你很快就会看到另一家广告公司窃取了它。这很恼人，但别让它困扰你;没有人通过模仿别人的广告来建立自己的品牌。
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。
If advertising is not an official or state art, it is nonetheless clearly art.
如果广告不是官方或国家的艺术，但它显然是艺术。
Advertising is a symbol-manipulating occupation.
广告是一种操纵符号的职业。