这本书里有很多关于招募军人的广告，之前的都是因为太长，所以懒得去抄录翻译。
而且在我们的国家，参军根本就没有什么广告可登的，因为宣扬“去当兵”的理念，
从一开始就是枯燥的教科书文，在我们懵懂年纪里就已灌输。
但是我们国家当兵的人数我想应该都是不少的，我不知道是出于什么原因，
如果往大的说无非都是那几条，
然而千千万万个军人之所以变成军人的小原因，我也不太敢去深究。
毕竟这个国家太大，很多事情不知道的为好。
这次碰到一个篇幅较短的“招募入伍”的文案，译来看看。
只可惜如我这种生于安逸年代的人，只是懂得它所说的道理，而无法去深刻体会那些年代的那些事情。
那么就当作一个学习的模板，看看那些有一肚子古灵精怪一流文案人员，
是如何去着墨这么严肃认真的事情。
He’s a shining example of what every army officer should be.
他应该是每个军官最光荣的榜样。
Someone once asked Mahatma Gandihi for his views of western civilisation.After a moment’s thought he replied: “It would be a very good idea.”
If you are considering a career in the army, we would like you to think carefully about this remark.
At the time it was made, memories of Ypres,Verdun, the Somme, Passchendaele and Vimy Ridge were still fresh in people’s minds.
The ‘Great War of Civlisation’ had been the worst slaughter humanity had ever know.
有人曾经问过圣雄甘地关于西方文明的看法，甘地想了一下便说：这是个非常好的思想。
如果你正在考虑是否有个军队生涯，我们希望你能仔细想想这句话。
在当时，关于Ypres,Verdun, the Somme, Passchendaele and Vimy Ridge的记忆仍然留在人们的脑海里。
“为文明而发动的世界大战”已经是人类所知道的最残忍的屠杀。
On the frist day of the Somme, British casualties alone numbered 57,470 dead,wounded and missing.
By 1918, several million young Britons, Indians, French, Germans, Canadians, Anzacs and Americans lay beneath the chalky soil of Picardy.
No wonder Gandhiji was bitter, He hated war.
Which, you may think,makes him and odd choice of role model for aspiring Army Officers.
Well, consider this:a new European war would make the battles of 1914-18 look like Sunday school outings.
Even one relatively low-yield nuclear weapon would be worse than a hundred Sommes.
在the Somme的第一天，英国就有57，470伤亡，其中包括受伤和失踪的人数。
在1918年，几百万年轻的法国人，英国人，印度人，德国人加拿大人、澳洲人和美国人就倒在了法国皮卡第区的白垩土之下。
难怪甘地会愤愤不平，他憎恨战争。
然而，你可能会想到，这便是造就他和那些有志之士为榜样的奇怪选择。
好吧，我们想想这个：一个在1914-1918年的欧洲战争其实看起来像学校周末的交游日。
甚至一个质量较低的核武器都比100个核武器更糟糕。
So if the modern Army has one overriding purpose. It is to prevent conflict.
In trouble spots throughout the world we act as peacekeepers, a task which calls for strength,yet restraint.
This attitude, strange though it may seem, has a great deal in common with Gandhiji’s philosophy of nonviolence.
“A non-violent person”,he said, “will lay down his life in preventing quarreis”
In Europe as part of NATO,we help to keep a peace which has now lasted for nearly five decades.
所以如果一个现代军队拥有压倒一切的目的，那么它可能会阻止冲突。
但麻烦的点是我们要榜样全世界的和平维护者，这个任务看说起来艰巨，但是也十分约束。（在全世界各地的不安定地区，我们充当维和人员，这是一个需要力量，也需要克制的任务。）
这个态度尽管可能看起来有点奇怪，但是却和甘地的非暴力哲学有很多相似的地方。
“一个非暴力的人”她说“会为了防止争吵而放下自己的性命”
在欧洲，作为北约的一部分，我们帮助维护和平这件事到如今已经持续五十年。
But, you may ask, what credibility would our deterrent have if we sought to avoid conflict at all costs?
The answer is that if pushed to it we will fight,(Even Gandhiji told his followers “if the only choice is between cowardice and Violence, choose violence.”)
We have to be prepared for war yet work for peace.
This isn’t as contradictory as it sounds. “Non-violence is a weapon of the strong” Gandhi said. “A child who has not the strength to wield the club does not practise non-violence”
Nor is it ever a safe or easy option.
但是，你可能会问，我们有什么威慑力可以让我们不惜一切代价去避免冲突？
那么答案是如果要推倒他们那么我们就必须去战斗，（甘地告诉过他的追随者“如果只有懦弱和暴力这两个选择，那么就选择暴力”）
我们不得不为和平来准备战争而工作。
这听起来并不矛盾，“非暴力是一种强大的武器”甘地说，“一个没有强大实力的孩子是不可能实现非暴力的。”
这是从来也不是一个安全且容易的选择。
If you were regularly pelted with fifth and insults while on peace-keeping duty,would you have the strength to grin and bear it?
If one of your men had his leg blown off by a terrorist bomb and passing civilians laughed to see his agonies, would you be able to control your anger?
Would you be able to continue to act cooly, clearly,decisively, fairly,under circumstances which would drive most men mad with fear and rage?
To exercise such restraint takes a special kind of person.
Such a one, wrote Gandhiji, “must cultivate a habit of unremitting toil, sleepless vigilance, ceaseless self-control.”
如果你在维护和平的任务中，经常被投资污秽物或者侮辱，你会有力量逆来顺受吗？
如果你的人被恐怖分子炸掉了一条腿，而路过的人们只是看着他笑了笑，你能够控制好自己的愤怒吗？
你是否能在一个让人因为恐惧和愤怒的疯狂环境下，仍然保持着冷静，清晰，果断和公正？
实行上述的行为约束就需要一种这么特殊的人。
这样的人，甘地写道：“一定要养成一种不辞劳苦，不懈努力，和不间断的自我控制的习惯。”
“Incorruptible,fair and square in his dealings, truthful, straightforward and utterly selfness, he must also have true humility.”
Of course he himself was the most outstanding example of what he preached.
He was a man of great physical and moral courage. An inspiring leader and a brilliant tactician.
He had immense integrity,discipline,a powerful sense of service and in his personal life was a warm and loyal friend.
All of which are qualities we would be delighted to recognise in any young army officer. In
“廉洁，进行光明正大的交易，真实，简单，有主见，他还必须有真正的谦卑。”
当然甘地他自己就是最好的榜样。
他是一个有出色身体素质和道德勇气的人，是一个能鼓舞人心的领导者和才华洋溢的策略者。
他有着极大的真实感，训练有素，强而有力的服务意识，并且在你一生中是一个热情且忠诚的朋友。
所有的这些品质我们都很高兴能在年青的军官里找到。
Indra Sinha的创意之道：
要想让广告听上去不想广告并非易事。为了推敲一句话我能花上几个小时，有时候一则长广告我会修改20次，半夜下楼重新打开电脑，在凌晨3点的荧光下，每一个瑕疵都瞪着你。你最得意的部分显得异常矫揉造作。这时我通常舍弃全文，即兴写点新东西。
好的写作流畅如音乐，它包括技术、理性、情感三个方面的逻辑。
广告若是在纸上造型丑陋，读起来通常也会像堵塞的下水道。
广告不该是满篇自夸，不该靠双关和花哨的文字游戏绑在一起。广告是对话。一篇好文案里倾诉和倾听一样多。别写那些你宁可死在监狱里也不会说的话。你必须承认，读者有权利不听你的，也应该让他们有机会拒绝你。
生命太短暂，不值得为你不喜欢的人工作，也不值得为你信不过的产品和理由卖命。作为一名文案写作者，你写的东西会走向世界为千千万万人所见，并会改变世界。这个责任很重大，如果你只在乎奖项和金钱，那么你下的是最小的赌注。