{自译经典 温故知新}广告:指涉自身之外的事物

广告总是指涉自身之外的事物,就是产品。
看Tony Cox给大众写的文案,里头的介绍就有这么一句话。
这看起来真像一句废话,但是琢磨一下确实很有道理。

因为产品也总是在指涉自身之外的事物。

现在大众的logo在我看来就像哈利波特里面的魔法校园一样。
见到了总是要忍不住去看一下,陌生而熟悉的英文总要花上很多事时间去翻译理顺,
但里面一定会我不太明白但让人能意会到的惊艳的东西。

特别是这”精神病医生篇”

文案原文:

Do we drive our mechanics too hard?

For most people,going under a car is the end of their career
For a Volkswagen mechanic,it’s just the beginning
He starts with the humble spark plug
And works his way up to the digilant electronic system
He take every part apart and puts it bock together again
Over and over and over again,
Until he can show us where every boll,every washer and every nut goes.
What every part does
And how to service every single one of them

我们对我们的机械工人太严格了吗?

对于大多数人来讲,钻车底就是他们职业生涯的结束。
但对于大众汽车的技工来说,这仅仅是个开始。
他们从毫不起眼的电插头开始,一直到复杂的电子系统
他们一次又一次地把每一个部分分开又合在一起
直到他们能告诉我们每一个零件是什么
它们是做什么的 它们又是怎样为他们工作

Then we really turn the screws on him
Because, when he’s not working on a Volkswagen,Volkswagen are working on him.

实际上我们在他身上拧了发条
因为,当他不为大众工作的时候,大众对他仍有约束力。

At one of our training schools
There he spends seven hours a day studying the mechanics of the car,
So,by the end of his apprenticeship.he know his Volkswagen bumper to bumper and sill to sill
All this is part of the quaint Volkwagen notion that the service has to be as good as the car itself
It’s the kind of madness that makes us make our cars the way we do
The sanest things on wheels.

在我们训练学校里的每个人
每天都要花上7个小时的时间来学些汽车的机械学,
因此,在他学习结束的时候,他熟知了大众汽车的所有,

大众汽车其中一部分的理念,即是把服务做到和对车子一样好。
这是一种执着与偏执的行为让我们以我们的方式做我们的车子。
拥有行驶最稳健的车轮。


然而下面这一则,光看标题真是像极了大卫奥格威写的那则经典广告。
“在时速六十英里的最新型劳斯莱斯里,最大闹声是来自一块电子表。”

The only squeaks and rattles you’ll ever hear in a Volkswagen
在大众里唯一听到的叽喳声。

这不是一样嘛?但我还是很有兴趣看看里面写了什么。

Who objects to decibels of delight coming from the back of their car?
Or to being able to actually hear a conversation,or the radio?
What is objectionable,is listening to the irritating results of shoddy workmanship and lazy engineering.

谁会反感来自车厢后座的喜悦声音?
还是反感一段有趣的对话,收音机节目?
我们反感的应该是听见车子里粗制滥造的工程和懒惰的发动机发出来的噪音吧。

Which is why we at Volkswagen are so dedicated to building the soundest cars on the road
To Volkswagen,silence isn’t golden,it’s dull grey,high tensile steel that we form into a rigid safety cell.
Inside,underneath,and around that rigid cell our engineers,robots and computers quietly set to work,
We make sure 10,000 times over,that a door shuts with a reassuring thud,not a hollow slam

这就是为什么我们那么执着的造一台在路面上发出最大声音的汽车。
对于大众来说,安静不是金科玉律,那是暗哑的灰色,高强度的钢铁铸成的安全所在。
在车子的内部下面,包围着坚固的部件、引擎、机器人和计算机带来的安静驱动。
我们保证车门能以轻轻关上而非重重甩上一万次以上。

We torture bodywork
We torment axles and wheel mountings.and if something squeals in less than 300 hours of merciless testing,we dispose of it,
Why go to such great lengths?
Because there’s something that’s very important you ought to know when you buy a family car.
That it’s a lot more than just sound.

我们折磨车身,我们捣鼓车轴和轮子的安装,如果他在300个小时内的测试里仍然有刺耳的声音,我们便要处理掉他。
为什么要这样不遗余力?
因为这些所说的都非常重要,或许你买下一台大众家庭小车你就知道。
这不仅仅是声音的问题。


在今日十面埋伏的中国,我觉得这样的一则汽车广告很有必要。
但如今市场上其实也有了混合动力的新型汽车,那应该是这则广告出来时还没有产品。
无论如何,汽车尾气依旧是造就城市空气极差的首要原因之一。

反正“人先于车”这样的理念,我还真没在国内的广告里见过。

We put people in front of cars

At volkswagen,we’ve always worried out little head about even littler heads
We were among the first major car manufacturers to make all our models capable of running on unleaded fuel.
The first to produce a range of small cars, the polo, with a catalytic converter as standard.
The first to produce the world’s cleanest production car,the Umwelt diesel.and one of the first to replace toxic paints with water-based points.

在大众汽车,我们总是为那些比我们脑袋更小的家伙操尽了心思。
我们是第一批使用无铅料发动运行的汽车生产商。
是第一个使用polo催化转换器作为标准设备生产小汽车
是出产全球最洁净的小汽车,我们使用环保柴油。
也是第一个用水为生产基础,取代有毒染料的生产商。

That said,we can hardly expect you to buy a Volkswagen out of the goodness of your heart.
Nor,heaven forbid,should you buy one simply because we’ve been named environmental manufacturer of the year,
We were,after all,among the first to introduce a reinforced safety cell with crumple zones front and rear,
The first to include rear seat belts ai standard across the range
And one of the first to make self-stabilising steering a standard feature
When it comes to protecting your famliy ,it seems, we rarely let anything get in our way.

这就是说,我们不希望你买一台大众汽车是出于你同情心,
但是我们不会希望,你买的原因是因为我们被评为年度环保制造商。

我们毕竟是最早引入安全部件安装在车子的前端和后端
第一个生产出自控驾驶汽车的厂家之一。
当它要用来保护你的家庭时,我们便不让任何困难来阻碍我们的道路。

Tony Cox的创意之道:
广告这种写写画画的目的是引人注意,所以广告文案携手最好让读者明白其主题,
否则他可能就没有读者了。

广告由两个要素组成——文字和图片,它们合则传神,分则无力。

广告文案必须以视觉方式思考。他得“看见”图片传达的信息,
否则他写下来的文字就会被曲解。

人会本能地排斥盛赞言辞;形容词更难取信于人;
哗众取宠不会博得尊重;夸夸其谈只会遭人抵触。

发表回复

您的电子邮箱地址不会被公开。