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广告是怎样的逻辑 – 译学馆
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广告是怎样的逻辑

How adverts work

百达翡丽 全球制表业几大巨头之一。 你之前一定看过他们的广告——他们已经做了很多年了。
This is Patek Philippe. It’s one of the giants of the global watchmaking industry. You’ll have seen one of their ads before – they’ve been doing them for years:
广告中的人物都很可爱。多么可爱的儿子。
These guys are adorable. What a son.
多么可爱的爸爸
What a dad.
广告中有我们想要的一切。
It’s everything we want. And it’s moving because what it depicts
因为所描述的都是真实生活中难以发现的,因此广告很感人。
is so, so hard to find in real life.
家庭生活很大程度上代表地狱:痛苦、离异、悔恨、没时间聊天。
Family life is hell for the most part: bitterness, divorce, regret, no time to talk any more.
毫无疑问我们会感动,感动到我们被愚弄而做出完全丧失理性的举动:
No wonder we’re touched – – so touched we might be fooled into taking
买一只价格贵得离谱的、完全不需要的瑞士手表,而这跟我们的家庭问题完全无关。
that entirely irrational next step: buying an absurdly expensive and unnecessary
瑞士手表与我们所有的家庭问题完全无关
Swiss watch completely disconnected from all our family problems.
或者是去CK买。
Or take this from Calvin Klein.
广告生效是因为洞悉我们内心真正的需求。
It works because it knows what our heart wants.
广告商们知道我们渴望幸福的家庭、爱、社区等等。
The ads know we crave good families, love, community – and so on.
但是他们销售的东西对我们恰恰毫无帮助。
But they sell us precisely nothing that can help us find them.
这就是资本主义不道德之处。
That’s the immorality of capitalism.
我们本应该生产销售我们真正需要的东西,而不是打着梦想的幌子
We should be producing and selling each other stuff we really need rather than trading nonsense
进行不合理的交易。
under the cover of our highest dreams.
我们已经知道真正想要的:只看广告主题。
We already know what we truly want : look no further than the themes of all adverts.
最后,让我们创造一种新的经济——满足我们真正需求的经济。
So let’s – at last – move to create an economy that actually delivers what we long for.

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