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那些让文案绝望的文案

作者:小马宋 出版社:北京联合
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  • 出版社:北京联合
  • ISBN:9787550260849
  • 作者:小马宋
  • 页数:219
  • 出版日期:2015-10-01
  • 印刷日期:2015-10-01
  • 包装:平装
  • 开本:16开
  • 版次:1
  • 印次:1
  • 字数:223千字
  • 《那些让文案*望的文案》的精彩在于两个方面:
    1. 80篇甲壳虫经典广告原图、原文。 一个文案可以拯救一个产品,甚至一个公司。甲壳虫那则"Think small"的广告太**了,以至于很多人都以为当年的DDB(恒美广告)只创作这一张广告就把美国市场搞定了。其实这一系列广告做了很多年,有很多张。 如果你是个文案,你就应该知道这些文案的价值;如果你是做市场的,你就应该知道这个经典的案例。
    2.“陪无聊的人吃饭,不如听有趣的人扯淡。”——互联网+遇到新广告法,文案应该如何创作? 戛纳广告节铜狮奖获得者,广告文案大咖小马宋,在这里与你分享:
    ·与广告及文案创作相关的《小马宋文案扯淡录》8篇;
    ·《一个广告文案的自白》系列文案及创作时的想法和思路7篇。
  • 什么文案60年前就在使用互联网思维? 什么文案让一辆小车在崇尚大车的国度畅销不衰 ? 什么文案让做文案的人产生"既生瑜何生亮"的绝 望? 没错,它是甲壳虫。 远在上世纪五六十年代,这些文案让这辆不起眼 的小车畅销不衰。 它的文案风趣而又言之凿凿,它的文案机智而又 无可辩驳。 它充满自黑精神,善于借势时事热点,懂得乖巧 卖萌,也是天生的段子手。 为了让国内读者一睹这一系列经典文案,著者小 马宋将其中80篇长文案翻译整理,这就是《那些让文 案绝望的文案》,内容包括: 1.甲壳虫经典广告及文案(广告原图、文案英文 原文及翻译)共80篇; 2.《小马宋文案扯淡录》共8篇与广告及文案创 作相关的文章; 3.《一个广告文案的自白》共7篇,包括完整的7 个系列文案及创作时的想法和思路。
  • 《一个广告文案的自白》系列
    如果你想做个文案……
    “**大气”与猪饲料
    文案也是个技术活
    若梦想照进现实……
    文案是什么?
    文案是聊出来的
    “大便体”与“牛×体”
    小马宋文案扯淡录
    世界上的好文案都是相通的——关于文案的细节性陈述
    危机公关应该做的事
    抓不住根本法则,学再多玩法也是白费
    从锅炉工到创意总监
    医者不自医——为什么广告公司不会为自己做广告?
    听了那么多道理,依然做不好营销?
    名字取得好,公司上市早
    怎么识别不靠谱的社会化营销公司?
    从甲壳虫说开去……
    Do you think the Volkswagen is homely?
    你觉得VW不够好看?
    A Volkswagen can go forward
    一辆VW
    After a few years, it starts to look beautiful.
    再过几年,它就开始好看了
    Ugly is only skin-deep.
    车不可貌相
    Made in U.S.A.
    美国制造
    Do you earn too much to afford one?
    某些人收入太高,而VW格调过低?
    Live below your means.
    量入为出
    Introducing two of the most radical changes in Volkswagen history. Can you spot them?
    VW历**两大重要改进, 你注意到了吗?
    Why is our nose so stubby?
    为什么VW的车鼻是秃的?
    One of the nice things about owning it is selling it.
    拥有它的乐趣之一,就是可以日后卖掉
    Has the Volkswagen fad died out?
    VW流行风潮过去了吗?
    Who in the world seals the bottom? Volkswagen.
    世上谁会把车盘底密封?VW
    Why are the wheels crooked?
    为何轮子有点歪?
    Will we ever kill the bug?
    我们会干掉这只甲壳虫吗?
    Even the bottom of a Volkswagen looks funny.
    即便车底看来也有点意思
    Some of the most unusual things about a Volkswagen are things you don't usually see.
    VW不凡之处,通常不易窥见
    The inside is finished like the outside.
    表里如一
    Can you name this car?
    你猜到这部车的名字了吗?
    Need a part?
    需要汽车配件了?
    It's a little too much car for the money.
    这车太超值了
    Repair'em? I've got enough parts to build'em!
    修什么?有这些配件,我**可以重装一辆!
    A Volkswagen, obviously.
    是辆VW,毫无疑问
    The experimental X- Volkswagen.
    VWX-型车,在试验中
    The best kept secret in Washington, D.C.
    华盛顿特区的惊人内幕
    Presenting the mpg Volkswagen.
    每加仑跑英里的VW
    What if you only need part of a Volkswagen?
    要是你只想要一个VW零部件?
    No point showing the ' Volkswagen. It still looks the same.
    年的VW也没啥亮点,看起来都一样
    The only water a Volkswagen needs is the water you wash it with.
    VW会用到水,但仅仅用来洗车
    Last one to conk out is a Volkswagen.
    扛到*后的,一定是VW
    "A funny thing happened when I decided to expose that phony floating Volkswagen
    commercial."
    "我正想要曝光VW车能浮在水中的虚假广告,有趣的事却发生了。"
    If Ted Kenney drove a Volkswagen, he'd be President today.
    泰德·肯尼迪当年要是开辆VW,现在的总统就是他了
    Volkswagen's unique construction keeps dampness out.
    VW独特的设计横扫湿气
    Save water.
    节约用水
    The first car at the bottom of the world.
    **部出现在世界尽头的车
    Every new one comes slightly used.
    每一部新车都会被开过一段距离
    Sooner or later, your wife will drive home one of the best reasons for owning a Volkswagen.
    你的夫人迟早都会自己开车回家
    You don't have to replace half the car.
    你没必要*换大半部车
    Why so many Volkswagens live to be ,.
    为何众多VW车能跑到万里程?
    All good things must come to an end.
    再美好的事物终有结束的**
    Every now and then a VW runs into a little trouble at the factory.
    VW不时会在工厂遇到点麻烦
    Impossible.
    不可能
    Lemon.
    酸柠檬
    After years, the car that cost the least cost the most.
    当初售价*低的车,三年后却售价*高
    A new VW is cheaper at twice the price.
    新的VW比这个价贵一倍,但还是划算
    It's been replaced.
    这部甲壳虫已被**替换
    That's how many times we inspect a Volkswagen.
    这就是我们检验VW的次数
    How to make a ' look like a '.
    如何让年的车看起来像年的?
    Think small
    眼界不用那么高
    It makes your house look bigger.
    它让你的房子显得大了
    It does all the work, but on Saturday night which one goes to the party?
    它什么都做,但是**晚上赴宴的是谁?
    Pick the right day to test drive a VW and you'll have the road to yourself.
    在合适的日子开上VW,你可以成为马路**
    We finally came up with a beautiful picture of a Volkswagen.
    这场景对VW来说,真是美妙
    They said it couldn't be done.
    It couldn't.
    他们说办不到,就是办不到
    years later, he got the bug.
    三十三年后,他拥有了甲壳虫
    After Volkswagens, Father Bittman still believes.
    开过三十部VW,毕门神父*坚定了他的信念
    "It was the only thing to do after the mule died."
    "骡子死了,只能如此。"
    With wives, even a king has to cut a few corners.
    即使是国王,养个老婆也不易
    Which man would you vote for?
    你投哪一位?
    Our car the movie star.
    **驾到
    Don't laugh.
    不要笑
    One hour later, it won't get hungry again.
    它不会在一小时之后又叫肚子饿
    Think it over, New York, Chicago, San Francisco.
    想一想纽约、芝加哥和旧金山的交通现状吧
    There's a bit of the beast in every bug.
    每部甲壳虫都有点兽性
    It's a bird. It's a plane. It's a Volkswagen?
    小鸟,飞机,甲壳虫?
    The $, Volkswagen.
    价值,美元的VW
    How much longer can we hand you this line?
    这条曲线还能传承多久?
    Is the economy trying to tell you something?
    算账
    V-V-Volkswagen announces air conditioning.
    V-V-VW推出车内空调
    Our image.
    我们的形象
    Some shapes are hard to improve on.
    有些外形很难再改进了
    Can you still get prime quality for $. a pound?
    .美元磅的上等货,现在还有吗?
    How does a little bug survive in the automotive jungle?
    一部甲壳虫的汽车丛林生存法则
    If gas pains persist, try Volkswagen.
    如果油价高烧不退,可以试试VW
    It's ugly, but it gets you there.
    它很丑,但它能带你到想去的地方
  • Think small 18 New York University students have gotten into a sun-roof VW; a tight fit. The Volkswagen is sensibly sized for a family. Mother, Father, and three growing kids suit it nicely. In economy runs, the VW averages close to 50 miles per gallon. You won't do near that; after all, professional drivers have canny trade secrets. (Want to know some? Write VW, Box #65, Englewood, N. J.) Use regular gas and forget about oil between changes. The VW is 4 feet shorter than a conventional car (yet has as much leg room up front). While other cars are doomed to roam the crowded streets, you park in tiny places. VW spare parts are inexpensive. A new front fender (at an authorized VW dealer) is $21.75.* A cylinder head, $19.95.* The nice thing is, they're seldom needed. A new Volkswagen sedan is $1,565.* Other than a radio and side view mirror, that includes everything you'll really need. In 1959 about 120,000 Americans thought small and bought VWs. Think about it. 眼界不用那么高 (车有点小) 曾经有18个纽约大学的学生一起挤进了一部拆掉 车顶的VW,这样确实很挤。因为VW的合理空间是为一 个家庭而设计的。妈妈爸爸加三个小孩子正好合适。
    (用油少) 在节油车比赛中,VW平均每加仑可跑将近五十英 里。当然你不可能达到这样的纪录,毕竟职业驾驶员 都有些精明的职业秘密。(想知道一些吗?写信给VW :新泽西州,安格武德郡65号信箱)你只要使用普通 汽油就好了,而在*换机油之前根本不必理会它。
    (很短小) VW比传统车子短四英尺(前座却有足够的容脚空 间)。当别的车子还在拥挤的街道上找车位时,你已 经找到一块小地方停车了。
    (费用低) VW的零件不贵。前叶子板(在合格的VW代理车行 )21.75美元,汽缸头19.95美元。*加美妙的是,其 实你很少需要它们。
    一部全新VW轿车1565美元,除了收音机和侧视镜 ,这车子有你所需要的一切。
    1959年大约有12万美国人因为眼界不高而买了VW 。
    你们感受一下。
    It makes your house look bigger. Cars are getting to be bigger, so houses are getting to look smaller. But one little Volkswagen can put everything back in its proper perspective. A VW parked in front does big things for your house. And your garage. To say nothing of small parking spots and narrow roads. On the other hand, a VW does make some things smaller. Gas bills, for instance. (At 32mpg, they'll probably be half what you pay now.) You'll probably never add oil between changes. You'll certainly never need antifreeze. Tires go 40,000 miles. And even insurance costs less. One thing you'd think might be smaller in a Volkswagen is the inside. But there's as much legroom in front of a VW as there is in the biggest cars. When you think about it, you really have only two choices: You can buy a bigger house for who- knows-how-much. Or a Volkswagen for $1,675.* 它让你的房子显得大了 现在车子变得越来越大,房子就会越看越小。
    但一部小身材的VW就可以让一切恢复原样。
    停在门前的VW对你的房子大有好处,对车库也一 样。至于小小的停车位和窄窄的道路就*别提有多好 了。
    另一方面,VW却让一些东西变小了。
    比如汽油账单上的数字。(每加仑可以跑32英里 ,这可能只是你目前账单的一半。) 你根本不必在*换机油滤芯前加任何机油。你* 不需要防冻剂。一组轮胎可跑4万英里。连保险费都 低一点。
    你或许会认为VW的某样东西比较小:车内空间。
    但VW前座的容脚空间和*大的轿车相同。
    想想看,你也许只有两种选择: 花一大笔钱买栋*大的房子。
    或者花1675美元买一部VW。
    P167-169
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