|
branding 网络员
 
资料保管员
|
2#
大 中
小 发表于 2007-3-28 16:56 只看该作者
品牌谷谷民jiangtingfairy 2004-06-30 11:52
我试了一下：引用:
我粗略的翻译了一下，尤其是前面两个部分很难翻译，不过大意也都是提出一些例子，说出广告的衰落和公关的上升，尤其公关在商标建立上已经具有了更强大的优势，还有一些研究，我译不好，嘻嘻。
后面两个部分好一些，但是有一些单词应该是专业的术语，我也没有仔细地去找，这几天比较忙，不好意思啦。
但是我认真的看了，感觉尤其是后面的东西还是能开拓一下人的思路的。
不当之处多多指教啦。
章节摘要
Part 1:
第一部分:
The Fall of Advertising.
广告的衰落。
Advertising
has always suffered from a lack of credibility.
广告一直蒙受可信度的缺乏。
An advertisement is the
opinion of a company whose motives and judgment are not the same as those of a consumer.
一个广告
是动机和判断与消费者的不同的那些公司的意见。
Advertising tries to make up for its limitations by
massive media expenditures.
广告试着去弥补庞大的媒体开支的限制。
The emphasis has been on impact
rather than on communications.
强调是在影响上而不是在沟通上。
Over the past few decades, three
developments have seriously undermined the effectiveness of advertising in general.
在过去几十年
期间 ，总的说来有三个发展严重的降低了广告的效力。
One is the increasing costs for any individual
advertisement.
一是每个单个广告的费用的增加。
The second is the increasing volume of advertising.
其
次是广告的逐渐增加的体积。
And the third is the expansion of advertising media to include almost
every available opportunity to influence a consumer.
第三是几乎每一个可能影响消费者的广告媒体的扩充
。
(From ball games to bathrooms to blimps.)
(从球游戏到浴室到软式小型飞船.)
This triple
combination has seriously eroded the effectiveness of all advertising programs, including those of
the largest spenders.
这三样加起来严重的有侵蚀所有的广告项目的效力,包括那些为此花费最多的客户。
For four years in a row, from 1997 to the year 2000, General Motors was the largest advertiser in
America, spending $13.2 billion on advertising.
从 1997 到 2000 年这四年，通用汽车是美国最大的广告客
户, 花了$13,200,000,000在广告上。
In those four years, General Motors’ share of the U.S.
automobile market dropped from 32.1 percent to 28.1 percent.
在那四年，通用汽车在美国汽车市场上的份额却从 32.1% 落到了 28.1% 。
Other big advertisers, including McDonald’s, AT&T, Nike and
Coca-Cola have had similar records.
其他的大广告客户, 包括麦当劳公司， AT&T ，耐克和可口可乐都有相似
的记录。
Big budget don’t necessarily produce big sales or profit increases.
大的预算不一定产生
大的销售额或利润的增加。
In response to its critics, the advertising industry has tried to divorce
itself from a focus on effectiveness to a focus on “creativity” and “awards.” The role of
advertising, according to many of its defenders, is not to sell anything, but to capture the
prospect’s attention.
针对这种批评,广告界有意从效力的注意上转移到 "创造力" 和"奖赏"的注意力上来,
广告的角色 , 照大部份它的拥护者来说 , 并不是卖东西,而是为了捕获注意力。
No advertising has gotten
as much attention as the Budweiser campaign, “Whassup?” The Whassup?
没有广告得到过如 Budweiser 活
动那么多的注意力,"Whassup?" 这个Whassup?
campaign has won more awards than any other advertising
program in advertising history, including the Grand Prix for TV and Cinema at Cannes.
活动嬴得的奖
赏比广告史上任何其他的广告项目都要多, 包括在 Cannes 为电视和电影设的Grand Prix大奖。
Advertising Age reported the euphoria that erupted when the Cannes award was announced:
广告时代报道
了当 Cannes 奖赏宣布时爆发的陶醉,
“The half-dozen spots from DDB Worldwide, Chicago, for
Anheuser-Busch’s Budweiser beer were so widely popular with festival goers that during screening
audience members were still shouting the infectious catchphrase two categories after alcoholic
drinks ended.”
来自 DDB 的一半-,在芝加哥,因为 Anheuser- Busch的Budweiser 啤酒在节日参加者中如此流
行,以致在在酒鬼饮料结束以后观众中仍然在喊着有传染性的引人注意的两种广告语"。
“It was fresh and
amusing, and everyone fell in love with it,” said one TV judge.
"它是新鲜的和有趣的，而且每个人爱上
它,"一个电视法官说。
“It took about 5 minutes to decide and was almost 100%.”
" 它大约 5 分钟拿
决定,并且几乎 100%."
The following year, Budweiser won a Bronze Lion at Cannes for “What are you
doing?” a yuppie spoof of the Whassup?
接下来几年, Budweiser 靠着"你正在做什么?" Whassup 的一个雅皮
诳骗? 活动,在 Cannes 嬴得了一个青铜色的狮子星,
campaign.
And August Busch IV, Anheuser-Busch’s
vice president for marketing was named Advertiser of the Year for Budweiser campaigns’
“outstanding and consistent quality …over the past few years.”
而且八月 Busch IV(估计是人
名),Anheuser- Busch的 副总裁为 Budweiser 活动的 "在过去几年期间杰出的和稳定的质量…." 把市场命
名为广告年 。
Wait a minute, did “Whassup?” or “What you are doing?” sell any Budweiser beer?
稍等一下，
真的是"Whassup?" 或 "你正在做什么?"卖了 Budweiser 啤酒吗?
As a matter of fact, U.S. sales
of Budweiser beer (in barrels) have fallen every year for the last decade, from 50 million barrels
in 1990 to less than 35 million barrels in the year 2000.
事实上， Budweiser 啤酒 (桶装) 的美国销售
最近十年年年跌落, 从 1990 的500,000,000到2000 年的少于350,000,000
Whassup, Budweiser?
,
Whassup,Budweiser?
Part 2:
第2部份 :
The Rise of PR.
公关的上升。
Advertising builds brands is
the claim of the advertising industry.
广告建立商标是广告业的要求。
The American Advertising
Federation, for example, is running an ad campaign with the theme, “Advertising.
举例来说，美国的广告联邦,
正在用进行一个广告活动，主题为：广告
The way great brands get to be great brands.”
很棒的
商标成为伟大的商标的方法"。
Yet virtually all of the new brands recently created have been PR
successes, not advertising successes.
然而事实上最近所有的新商标都是靠公关成功，而不是靠广告成功。
To
name a few:
举出一些:
The Body Shop, Starbucks, Red Bull, Amazon.com, Yahoo!, eBay, Palm,
PlayStation and BlackBerry.
身体商店，星巴克咖啡连锁店，红牛， Amazon.com,雅虎!,eBay ，手掌
， PlayStation 和黑莓。
Anita Roddick built The Body Shop into a major worldwide brand without any
advertising.
Anita Roddick 把身体商店打造成主要的世界品牌，关没有任何的广告。
Instead she traveled
the world on a relentless quest for publicity.
而是在公共关系的无情探索中旅行世界。
Until
recently Starbucks didn’t spend a hill of beans on advertising either.
直到最近星巴克咖啡连锁店也没有在广告上花费多少钱。
In ten years, the company spent less that $10 million on
advertising, a trivial amount for a brand that delivers annual sales of $1.3 billion today.
在十年内，公司也只花了不到$10，000，000在广告上，琐细的数量因为递送年度售卖的商标上$货今天。
Starbucks, on
the other hand, received an enormous amount of favorable publicity.
另一方面，星巴克咖啡连锁店，
接受了大量的有利公关。
Wal-Mart became the world’s largest retailer, ringing up sales
approaching $100 billion, with very little advertising.
沃尔玛成为世界最大的零售商, 销售上升到接
近 $100，000，000，只做了非常少的广告。
A Wal-Mart sibling, Sam’s Club, averages $45 million per store with
almost no advertising.
一个 Wal- Mart 兄弟，山姆会员, 平均每个商店 才45美元几乎等于没有广告
。
In the pharmaceutical field, Viagra, Prozac and Valium became worldwide brands with almost no
advertising.
在药学的领域，威而刚， Prozac 和 Valium 中变成有几乎没有广告的世界名牌。
In the
toy field, Beanie Babies, Tickle Me Elmo, and Pokémon became highly successful brands with almost
no advertising.
在玩具领域中， Beanie 宝贝,胳肢我 Elmo ，而且 Pok é mon 也成为几乎没有广
告的成功商标。
In the high-technology field, Oracle, Cisco and SAP became multi-billion dollar
companies (and multi-billion dollar brands) with almost no advertising.
在高科技领域， Oracle, Cisco（思科） 和SAP
之类而且使变成有几乎没有广告的几十亿元公司 ( 和几十亿元商标)。
We’re beginning to see
research that supports the superiority of PR over advertising to launch a brand.
我们正在开始看见公关在支持运作商标上与广告相比的优势。
A new study of 91 new product launches shows highly
successful products are more likely to use PR-related activities than less successful ones.
一项新的对91项新产品的研究开始表明，成功的产品比不那么成功的产品更倾向于靠公关活动。
Commissioned by Schneider & Associates in collaboration with Boston University’s Communications
Research Center and Susan Fournier, an associate professor of marketing at Harvard Business School,
the study is believed to be the first of its kind.
这个研究被相信是它的第一类型之一，Schneider& 同伴委任合作的和波士顿大学的沟通研究中心和苏珊 Fournier（哈佛商学院市场营销的教授）相信这个研究是它的第一类。
We learned that the
role of PR, while underutilized, was extremely significant when leveraged,” said the study.
我们研究公关的角色, 当未充分使用的时候，在杠杆作用中非常重要,"研究说。
Part 3:
第三部分 :
The
rebirth of advertising.
广告的再生。
Over time, a new brand reaches a point where it runs out of
publicity potential.
长期以来，一个新的商标达成它用尽广告潜在性的点。
The question arises, how to
maintain a brand once a brand has been built by PR techniques.
问题发生,该如何维持一个被公关技术建造的商标。
Here is a role that advertising can play.
这是广告能做到的事。
Maintaining a brand, rather than creating it.
维持商标, 比创造它更重要。
But “brand maintenance”
advertising has be completely different from the “creative” approach advertising normally takes.
但是 "商标维护" 广告完全地不同于 "有创造力的"正常广告方式。
Because of its credibility
problem, advertising cannot be “creative,” using the dictionary definition of the word, meaning
“original” or even “new and different.”
因为它的可信度问题，广告不可能是 "有创造力的" ，它的字典定义,是 "最初的" 或 "新的和不同的 ."
Advertising needs to work with what already
exists inside the prospect’s mind.
广告需要用已经存在思想来作用。
Advertising
needs to reinforce existing perceptions rather than creating new ones.
广告需要加强已存在的知觉而并非创造新的。
Advertising needs to be “old and the same.”
广告需要是 "以前的和相同的 ."
When
the Goodyear blimp says “#1 in tires,” the consumer thinks, Yes, Goodyear is No. 1 in tires so
they must make better tires.
当 Goodyear 软式小型飞船说 "轮带中的一号 " 时，消费者就会想“是的，
Goodyear 在轮带中是第一，那他们一定制造比较好的轮带。”
(When Firestone says, “Making it better,”
the consumer thinks, No, Firestone doesn’t make better tires because I’ve read in the paper about
all their tire problems.)
(而当燧石说“做得更好”的时候,消费者想的是“不，燧石不能做出更好的轮带，因为我在报纸上看到过他们的轮带问题”。
Advertising in its finest form is
cheerleading.
广告最好的形式是 cheerleading 。
Advertising touches ideas and concepts already
existing in the mind, brings them to the surface and strengthens them.
广告接触在意念中已经存在的主意和观念，带出它们并且加强它们。
Originality is the antithesis of what good advertising is all
about.
创意是好的广告的对照是全部。
The creative cheerleader who brings an original cheer
to the big game is going to be disappointed in the crowd’s reaction.
带着最初的愉快去大型游戏的有创造
力的拉拉队长在群众的反应方面会失望。
“What the hell was that all about,” is the typical
reaction to most television commercials.
"那个‘全部’是什么，"，这是对大多数商业电视的典型反应。
。
The creativity gets in the way of the true function of advertising which is not to communicate
or inform customers and prospects.
创造力进入广告的真实功能的方式是不沟通或告知客户和视野。
The true function of advertising is to reinforce an existing message.
广告的真实功能要加强一个已存在
的信息。
If you want to send a new message, use PR.
如果你想要送一个新的信息，使用公关。
Part 4:
第四部分:
Advertising is the wind.
广告是风。
PR is the sun.
公关是太阳。
In one of Aesop’s fables,
the wind and the sun had a dispute over who was the stronger of the two.
在伊索寓言中，风和太阳争论谁更强大。
They decided to settle the issue by trying to make a
traveler take off his coat.
他们通过使一个旅客脱掉他的外套来定论。
The wind went first but
the harder the wind blew the more closely the traveler wrapped his coat around him.
风先去，但是它越努力地吹，旅客却越裹紧了他的外套。
Then the sun came out and began to shine.
然后
太阳出来照射了。
Soon the traveler felt the sun’s warmth and took off his coat.
很快旅客感觉
了太阳的温暖并且脱掉了他的外套。
The sun had won.
太阳赢了。
You can’t force your way into
the prospect’s mind.
你不能强求你的方法进入视野的思想之内。
Advertising is perceived as an
imposition, an unwelcome intruder who needs to be resisted.
广告被感觉如一个压力,一个需要被抵抗的
不受欢迎的侵入者。
The harder the sell, the harder the wind blows, the more the prospect resists
the sales message.
越努力地推销, 越努力地刮风,视野就越抵抗销售的信息。
Advertising
people talk about impact.
广告，人们谈论冲击。
Spreads, inserts, foldouts and full color vs. black and
white in print ads.
散发，插进门缝，印刷的广告中的插页和五花八门的颜色对黑白。
Frenetic action, crazy angles
and jump cuts in television commercials.
发狂的行动，发狂的角和商业电视中跳跃的插嘴。
Turning up the
volume in radio spots.
在收音机中提高。
But these are exactly the attributes that say
to a prospect, don’t pay any attention to me, I’m an advertisement.
但是这些完全地是对视野说，不要注意我,我是广告。
The harder an advertisement tries to force its way
into the mind, the less likely it will accomplish its objective.
广告越努力试着去强迫它的方法进入思想之内,越不能完成它的目的。
Once in awhile a prospect drops his or her guard
and the wind will win.
一旦碰上视野降低他或她的守卫，风才会赢得。
But not very often.
但是这并不经常。
PR is the sun.
公关是太阳。
You can’t force the media to run your message.
你不能压迫
媒体播出你的信息。
It’s entirely in their hands.
它完全地是在他们的手中。
All you can do is smile
and make sure your PR material is as helpful as possible.
你能做的是微笑并且确信你的公关材料是尽可能的有帮助的。
Nor does the prospect perceive any force in an editorial message.
视野也没
有在一个编辑的信息中感觉任何的强迫力量。
It’s the opposite.
它是相对事物。
The prospect thinks the
media is trying to be helpful by alerting me to a wonderful new product or service.
视野认为媒体正在提醒我那那纛令人惊奇的新产品和服务，这对我是有帮助的。
品牌、营销、传播……
|
