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广告的聪明伎俩 – 译学馆
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广告的聪明伎俩

POP CULTURE: The Clever Tricks of Advertising

19世纪早期 广告业开始成为一种重要的商业模式
When advertising began in a significant way in the early 19th century,
相对来说 早期的广告业更为直接
it was a relatively straightforward business.
它向你展示产品 告诉你它是干嘛用的 如何购买 以及产品价格
It showed you products, told you what it did, where you could get it and what it cost.
后来 20世纪60年代 一种卓越的新兴广告方式出现于美国
Then, in 1960s’ America, a remarkable new way of advertising emerged,
它由麦迪逊大道的杰出人物引导 像是威廉·伯恩巴克、大卫·奥美和玛丽·威尔斯·劳伦斯
led by luminaries in Madison Avenue like William Bernbach, David Ogilvy, and Mary Wells Lawrence.
通过他们为埃索石油公司、阿维斯出租汽车公司和生活麦片公司做的广告可以看出
In their work for brands like Esso, Avis and Life Cereal,
狭义地说 广告不再是仅仅关于它们所售产品
adverts ceased to be, in a narrow sense, about the things that they were selling.
一个广告的焦点可能表面上在一辆汽车上
The focus of an ad might ostensibly be on a car,
但我们的注意力也会被车里手牵着手的和谐端庄的夫妇所吸引
but our attention was also being directed at the harmonious, handsome couple holding hands beside it.
从表面上看 它可能是一个肥皂广告
It might on the surface being an advert about soap,
但真正的重点却是洗涤时平静的状态
but the true emphasis was on the state of calm that companied the washing.
它可能是受邀共饮的威士忌酒
It might be whiskey one was being invited to drink,
但广告中坚定或顺从的态度
but with the attitude of resoluteness and resilience on display,
才是引人注目的焦点
that provided the compelling focal point.
麦迪逊大道的杰出人物得出一个惊人的发现
Madison Avenue had made an extraordinary discovery:
无论一个产品有多么吸引人 广告中总会有很多无关的东西
however appealing a product might be, there were many other things
这些可能比产品本身更能吸引消费者
that were likely to be even more appealing to customers.
通过结合产品与这些附加物 销售情况可能会改变
And by twining their products with these ingredients, sales could be transformed.
百达翡丽是全球手表制造业的巨头
Patek Philippe is one of the giants of the global watch making industry.
他们从1996年开始运行一系列非常独特的针对父母孩子的广告
Since 1996, they’ve been running a very distinctive series of adverts featuring parents and children.
你几乎不可能没有在某个地方见过一个这样的广告
It’s almost impossible not to have glimpsed one somewhere.
举个例子 一对父子一起出去玩
In one example, a father and son are hanging out together,
这样的场景将温和的唤起子女的忠诚与爱
in scenes which tenderly evoke filial loyalty and love.
我们能够想象这个孩子会成长得自信独立 恭敬温和
We can imagine the boy would grow up confident and independent. It’s also respectful and warm.
这个广告理解我们对孩子最深的期望
The advert understands our deepest hope around our children.
它很感人因为它描述的的画面很难在真实生活中发现
It’s moving because what it depicts is so hard to find in real life.
我们常因求而不得而落泪
We’re often brought to tears not so much by what we have,
而不是因为感激所拥有的
as by what we long for but cannot reach.
父子关系的确是存在问题的
Father-son relationships are dependably problematic,
但在百达翡丽的世界中 我们能瞥见一种精神上的天堂
but in the world of Petak Phillipe, we glimpse a kind of psychological paradise.
再来看看卡尔文·凯勒的广告:这对夫妇看起来似乎在一起很久了
We can turn to Calvin Klein: the couple seemed like they might being together a while.
他们可能有几个孩子 他们处于长期稳定的关系中
They may have a couple of children, and they are in it for the long term.
这款香水名为永恒 他们的热情却强烈如初
The perfume is called Eternity, but their passion is still so intense.
他们做爱 可能一天好几次 还总在不寻常的地方
They have sex, maybe a couple of times a day, often in unusual locations.
卡尔文·凯勒知道我们在一段关系中真正想要的是什么
Calvin Klein knows all about what we really want in relationships.
它出色地抓住我们内心最深且最难以捉摸的孤独
It’s brilliantly latched onto our deepest, and at the same time, our most elusive inner loneliness .
如果不能很好地理解我们真正需要的是什么
Adverts wouldn’t work if they didn’t operate with the very good understanding of what our real needs are,
不能理解我们究竟需要什么而开心广告将不会起作用
what we truly require to be happy.
他们的情感吸引力基于对我们透彻的了解
Their emotional pull is based on knowing us eerily well.
他们意识到我们渴望良好的家庭关系
As they recognize, we are creatures who hunger for good family relationships,
人际关系 自由 快乐 自我发展的前途
connections with others, a sense of freedom and joy, a promise of self development,
尊严 沉着 和被尊重的感觉
dignity, calm, and the feeling that we are respected.
通过这些认知的帮助 给广告提供资金的公司
Yet armed with this knowledge, they and corporations who bankroll them
不经意的对我们有点残忍
are unwittingly somewhat cruel to us.
尽管它们唤醒我们内心埋葬的渴望 刺激我们
For while they excite us with reminders of our buried longings,
他们却无法平息这些情感
they cannot do anything wholehearted about quenching them.
广告的初衷可能是卖给我们东西 但其相对于他们唤醒的渴望是不成比例的
Adverts may want to sell us things, but incommensurate things in relation to the hopes they’ve aroused.
卡尔文·凯勒生产令人愉悦的古龙香水
Calvin Klein makes lovely cologne,
百达翡丽手表极其可靠 是时间管理的美丽代理人
Petak Phillipe’s watches are extremely reliable and beautiful agents of time keeping.
但这些物品本身不能帮助我们获得内心渴望的东西
But these items cannot by themselves help us secure the goods our conscience believed were on offer.
资本主义的真正危机在于产品开发
The real crisis of capitalism is the product development
远远落后于广告业所有的深刻见解
lags so far behind the best insights of advertising.
从20世纪60年代开始 广告业就得出我们究竟需要多少帮助来解决生活中真正的挑战
Since the 1960s, advertising’s worked out just how much we need help with true challenges of life.
它彻底了解我们多么渴望更好的职业 更稳固的人际关系 和更大的信心
It’s fathomed how deeply we want better careers, stronger relationships, greater confidence.
在大多数广告中 我们生命中的痛苦和希望都会被庄重地认同
In most adverts the pain and hope of our lives has been superbly identified.
但到手的产品所存在的问题使其与广告中的样子存在可笑的差距
But the products are almost comically at odds with the problems at hand.
广告商几乎不该承担责任
Advertisers are hardly to blame.
他们实际上也是当代资本主义存在的显著问题的受害者
They are in fact the victims of an extraordinary problem of modern capitalism.
尽管我们有那么多复杂的需求 面对眼前的问题 我们却不能提供给自己
While we have so many complex needs, we have nothing better to offer ourselves in the face of our troubles
比略微精确些的计时表或者微妙些的混合香水更好的东西了
than perhaps a slightly more accurate chronometer or a more subtly blended perfume.
企业需要更多雄心来创造新型产品
Business needs to get more ambitious in the creation of new kinds of products
找到适合它们的方式 现在听起来或许很奇怪 就像一个腕表会让1500年的人们震撼一般
in their own ways, strange sounding today, as a wrist watch would have struck observers in 1500.
我们需要商业的推动来充实世界和我们的生活
We need the drive of commerce to get behind filling the world and our lives with the goods that really
通过那些能真正帮助我们兴旺繁荣、获得满足 和能帮助我们管理人际关系的产品
can help us to thrive, flourish, find contentment and manage our relationships well.
为了描绘资本主义的未来形态
To trace the future shape of capitalism,
我们只需要思考我们所有的需求 并且是当前商业之外的
we only have to think of all the needs we have that currently lie outside of commerce.
我们需要帮助以形成有凝聚力的、有趣且亲切的群体
We need help in forming cohesive, interesting, benevolent communities.
我们需要帮助以养育子女 我们需要帮助来在关键时刻冷静下来
We need help in bringing up children. We need help in calming down in key moments.
我们需要巨大的帮助以发掘工作中的天赋
We require immense assistance to discover a real talent in a workplace.
是迫切需要的帮助 是不琐碎不次要的希望
A higher needs, a not trivial or minor wants
不是一些即使没有我们也可以轻易生存的微不足道的事情
insignificant things we can easily suivive without.
各种意义上说 它们是我们生活的中心
They are, in many ways, central to our lives.
我们以往只是简单地、毫不反抗地接受没有任何交易能解决它们
We’ve simply accepted, without adequate protest, that there is nothing business could sell us to address them.
我们现在根本不知道将来的商业看起来会像是什么 就像是半个世纪前
We don’t know today quite what the business of the future will look like. Just as half a century ago,
没有人能描述当前大型科技公司的企业本质
no one could describe the corporate essence of current large technology companies.
但我们现在可以知道我们需要前往的方向了
But we can know the direction we need to head to.
推动资本主义的创造性能解决生活中更高更深层次的问题
One whether drive an inventiveness of capitalism tackles the higher, deeper problems of life.
广告业至少提示了我们未来的经济形态 这是它的伟大之处
Advertising has at least done us a great service at hinting on the future shape of economy.
它已经恰当利用了各种元素
It already trades on all the right ingredients.
现在的挑战是缩小所有的幻想
The challenge now is to narrow the gap between the fantasies being offered
与企业能够卖给我们的东西之间的差距
and what businesses should be able to sell us.

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视频概述

广告中最能吸引我们的究竟是什么?为什么我们买到的东西往往不能满足自己?你知道广告是如何“欺骗”我们的感情的吗?

听录译者

霜霜

翻译译者

库伦太太

审核员

赖皮

视频来源

https://www.youtube.com/watch?v=caUVnq-O1Z8

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