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广告”狂“语录
发布时间：2015-05-08 17:45 浏览量：29143
广告狂人
编译：Heron
编者按：
《广告狂人》的编剧本事了得！往往能在平常的对话中洞察出很多触碰灵魂的道理，这其中有做人的，有爱情的，更有关于广告的。为大家摘选了一些有价值的内容，见仁见智，括号内为本人感受或说明，切勿被我扼制了读者无限的思路。
Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK. Client: It's toasted. I get it.
广告就是建立在一件事情上的：幸福，你们知道什么是幸福吗？幸福是新车的味道，是免于恐惧的自由，是路边叫喊着告诉你做什么都可以的广告牌。你们觉得呢？客户回答：是“被祝福的（烘培过的）”，我明白了。
Joan Holloway: Peggy, this is isn't China. There's no money in virginity.
Joan：Peggy，这里不是中国，没有干净钱。
Roger Sterling:You know what my father used to say? Being with a client is like being in a marriage. Sometimes you get into it for the wrong reasons, and eventually they hit you in the face.
你知道我爹说过什么?和客户相处就像两口子过日子！有时你会因为错误的原因而选错了伴侣，所以才会被打脸“啪啪啪”！
Don Draper: It wasn't a lie, it was ineptitude with insufficient cover.
（广告）并不是一个谎言，只是因为它无能，没有办法骗过所有人。
Don: Part of this job is doing things you don't wanna do.
（广告）这个工作的一部分，就是要做你不想做的事情。
It's become apparent that you are excellent at making the clients feel their needs are being met,but Mr.Cosgrove has the rare gift Of making them feel as if they haven't any needs.
很明显，你很出色，你让客户觉得 他们的需求都被满足了 ; 但科斯格罗夫先生的天赋就是 让客户觉得没有任何需求。
people tell you who they are, but we ignore it , because we want them to be who we want them to be
人们会告诉你他们是怎样的人，但我们总是选择忽略，因为我们总希望他们成为我们想要的样子 。
This is your new brother ,we don’t know who he is yet and we don’t know who he is going to be.And that’s a wonderful thing.
这是新来的小伙伴，我们还不知道他是谁，也不知道他将来会变成谁？这便是最有意思的地方！
If you don’t like what is being said, change the conversation.
如果你不喜欢我们的结论，那就换个谈话吧。
广告狂人认为爱情来源于广告：
She won't get married because she's never in love. I think I wrote that once to sell nylons.
不爱就不嫁,我有次为尼龙广告写过这样的广告语
You mean the big lightning bolt to the heart？
你指的是那种心中像触电般的爱情吗？
where you can't eat and you can't work. you just run off and get married and make babies. The reason you haven't felt it is because it doesn't exit. What you call love was invented by guys like me to sell nylons. you're born alone, and die alone, and this world just drops a bunch of rules on you to make you forget those rules, but I never forget. I'm living like there is no tomrrow,because there isn't one.
爱情，既不能为你带来吃喝，也无助于工作。然后你就抛开一切，结婚、生子，你没感受到爱情，是因为它根本不存在。你所谓的爱是像我这样的卖尼龙的家伙捏造出来的，你孤身来，孤身走。这个世界就丢给你一堆规则好让你忘掉事实，但是我从来不会忘记。我把每天都当成最后一天来活，因为你说的那种爱真的不存在。
DON DRAPER还说：
据我考证，“爱情”这个单词，在英文和古文里是没有的 。爱情，只是被我们这样的人（广告人）创造出来供人消费的，是感动，是激情，更是幻觉。 总之，广告解放肉体和欲望，这就是广告和广告人存在的意义.
似曾相识，广告人之间的经典对话
Peggy:Because of some stupid idea from Danny，Who you had to hire because you stole，His other stupid idea because you were drunk.
因为你居然使用丹尼的可笑创意，你雇佣他，不过是因为你当时酩酊大醉，剽窃了他的一个可笑创意。
Don:Don't get personal because you didn't do your work. And by the way,I know it kills you, But guess what:There is no "Danny's idea." Everything that comes in here belongs to the agency.
别牵扯私人恩怨，你工作没做好才是根本原因，顺便告诉你 我知道对你来说很难接受。可事实就是：没有所谓的丹尼的创意，所有东西都属于公司的可利用资源。
Peggy:You mean you.
你说的是属于你个人吧
Don:As long as you still work here.
没错，只要你还在这里工作
Peggy:Here's a blank piece of paper. Why don't you turn that into glo-coat?
这里有张白纸,你试试能不能做出彩衣地板蜡的广告。
Don:Are you out of your mind? You gave me 20 ideas, And I picked out one of them, That was a kernel that became that commercial.
你疯了吗?你给了我二十个创意,我挑了其中一个,那就是后来那个广告的核心!
Peggy:Which you changed just enough so that it was yours！
可你改动了一点让它变成你的创意了！
Don:I changed it into a commercial. That's the way it works. There are no credits on commercials.
我把它从创意变成广告，广告界就是这样的，优秀的作品不可能是一人之功！
Peggy:But you got the clio!
但你借此拿了克里奥奖
Don:It's your job! I give you money,you give me ideas.
这是你的工作，我付你薪水，你给我创意！
Peggy:And you never say thank you.
但你连句谢谢都没说~？
Don:That's what the money is for! You'er young .You will get your recognition. Everything to you is an opportunity. And you should be thanking me every morning when you wake up, Along with jesus,for giving you another day!
所以我才要付你薪水，你还年轻 你总有一天会出人头地的。每件事对你来说都是锻炼的机会，你每天清晨醒来时 都应该感谢我，感谢我让你在公司又多待了一天！
广告狂人提案经典台词：
《广告狂人》第一季大结局的剧情里，don为一个能连续播放幻灯片的幻灯机提案，提案的时候，他一边向客户放映着自己和家人的照片，里面是他和妻子、儿子以及女儿之间点点滴滴的曾经，快乐而富有怀念的感伤，一边对在座的诸位讲了下面一段话，成功地让客户不再考虑其他诸如DDB这样的大公司。
Technology is a glittering lure, but there is the rare occasion when the public can be engaged on a level beyond flash. If they have a sentimental bond with the product. My first job I was in-house at a fur company. This old pro copy writer. A Greek named Teddy. And Teddy told me the most important idea in advertising is "new." It creates an itch. You simply put your product in there as a kind of calamine lotion. But he also talked about a deeper bond with a product. Nostalgia. It's delicate but potent. （Switch it on.） Teddy told me that in Greek, nostalgia literally means, 'the pain from an old wound.' It's a twinge in your heart, far more powerful than memory alone. This device isn't a spaceship, it's a time machine. It goes backwards and forwards. And it takes us to a place where we ache to go again. It's not called 'The Wheel.' It's called 'The Carousel.' It lets us travel the way a child travels. Around and around and back home again. A place where we know we are loved.
技术就像一场一闪而过的闪念，只有人们将产品和内心深处的某些感动联系起来，人们才会被那些一闪而过的闪念所打动。
我的第一份正式工作，是在一个皮草公司，老板teddy是一位有些年纪的文案，希腊人，他告诉我广告最大的创意就是“创新”，它创造或者激起一种内心深处的渴望，让人心里发痒，你只要轻轻地将你的产品像止痒液一样，放在那里就行了。
然而，他还告诉我，产品应该与内心有一种更紧密的关系：怀念。怀念细腻、柔软、脆弱不堪，但能激起有力的共鸣，就像你会突然被某种莫名的情感击中一样。Teddy给我讲，在希腊，怀念还有一个诗意的名字，叫“过去伤口上的痛”，它是内心深处的阵痛，比孤独的记忆更打动人心。我们的产品不是太空船，它是时光机，它在过去和未来之间来回穿行，它也会再次将我们带到我们所渴望的那个地方，它不应该叫“轮子”，它是“旋转木马”，它载着我们像孩子那样旅行，转啊转啊，然后回到故乡，那个我们深深爱着，以及被爱着的地方。
编者按：
《广告狂人》的编剧本事了得！往往能在平常的对话中洞察出很多触碰灵魂的道理，这其中有做人的，有爱情的，更有关于广告的。为大家摘选了一些有价值的内容，见仁见智，括号内为本人感受或说明，切勿被我扼制了读者无限的思路。
Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK. Client: It's toasted. I get it.
广告就是建立在一件事情上的：幸福，你们知道什么是幸福吗？幸福是新车的味道，是免于恐惧的自由，是路边叫喊着告诉你做什么都可以的广告牌。你们觉得呢？客户回答：是“被祝福的（烘培过的）”，我明白了。
Joan Holloway: Peggy, this is isn't China. There's no money in virginity.
Joan：Peggy，这里不是中国，没有干净钱。
Roger Sterling:You know what my father used to say? Being with a client is like being in a marriage. Sometimes you get into it for the wrong reasons, and eventually they hit you in the face.
你知道我爹说过什么?和客户相处就像两口子过日子！有时你会因为错误的原因而选错了伴侣，所以才会被打脸“啪啪啪”！
Don Draper: It wasn't a lie, it was ineptitude with insufficient cover.
（广告）并不是一个谎言，只是因为它无能，没有办法骗过所有人。
Don: Part of this job is doing things you don't wanna do.
（广告）这个工作的一部分，就是要做你不想做的事情。
It's become apparent that you are excellent at making the clients feel their needs are being met,but Mr.Cosgrove has the rare gift Of making them feel as if they haven't any needs.
很明显，你很出色，你让客户觉得 他们的需求都被满足了 ; 但科斯格罗夫先生的天赋就是 让客户觉得没有任何需求。
people tell you who they are, but we ignore it , because we want them to be who we want them to be
人们会告诉你他们是怎样的人，但我们总是选择忽略，因为我们总希望他们成为我们想要的样子 。
This is your new brother ,we don’t know who he is yet and we don’t know who he is going to be.And that’s a wonderful thing.
这是新来的小伙伴，我们还不知道他是谁，也不知道他将来会变成谁？这便是最有意思的地方！
If you don’t like what is being said, change the conversation.
如果你不喜欢我们的结论，那就换个谈话吧。
广告狂人认为爱情来源于广告：
She won't get married because she's never in love. I think I wrote that once to sell nylons.
不爱就不嫁,我有次为尼龙广告写过这样的广告语
You mean the big lightning bolt to the heart？
你指的是那种心中像触电般的爱情吗？
where you can't eat and you can't work. you just run off and get married and make babies. The reason you haven't felt it is because it doesn't exit. What you call love was invented by guys like me to sell nylons. you're born alone, and die alone, and this world just drops a bunch of rules on you to make you forget those rules, but I never forget. I'm living like there is no tomrrow,because there isn't one.
爱情，既不能为你带来吃喝，也无助于工作。然后你就抛开一切，结婚、生子，你没感受到爱情，是因为它根本不存在。你所谓的爱是像我这样的卖尼龙的家伙捏造出来的，你孤身来，孤身走。这个世界就丢给你一堆规则好让你忘掉事实，但是我从来不会忘记。我把每天都当成最后一天来活，因为你说的那种爱真的不存在。
DON DRAPER还说：
据我考证，“爱情”这个单词，在英文和古文里是没有的 。爱情，只是被我们这样的人（广告人）创造出来供人消费的，是感动，是激情，更是幻觉。 总之，广告解放肉体和欲望，这就是广告和广告人存在的意义.
似曾相识，广告人之间的经典对话
Peggy:Because of some stupid idea from Danny，Who you had to hire because you stole，His other stupid idea because you were drunk.
因为你居然使用丹尼的可笑创意，你雇佣他，不过是因为你当时酩酊大醉，剽窃了他的一个可笑创意。
Don:Don't get personal because you didn't do your work. And by the way,I know it kills you, But guess what:There is no "Danny's idea." Everything that comes in here belongs to the agency.
别牵扯私人恩怨，你工作没做好才是根本原因，顺便告诉你 我知道对你来说很难接受。可事实就是：没有所谓的丹尼的创意，所有东西都属于公司的可利用资源。
Peggy:You mean you.
你说的是属于你个人吧
Don:As long as you still work here.
没错，只要你还在这里工作
Peggy:Here's a blank piece of paper. Why don't you turn that into glo-coat?
这里有张白纸,你试试能不能做出彩衣地板蜡的广告。
Don:Are you out of your mind? You gave me 20 ideas, And I picked out one of them, That was a kernel that became that commercial.
你疯了吗?你给了我二十个创意,我挑了其中一个,那就是后来那个广告的核心!
Peggy:Which you changed just enough so that it was yours！
可你改动了一点让它变成你的创意了！
Don:I changed it into a commercial. That's the way it works. There are no credits on commercials.
我把它从创意变成广告，广告界就是这样的，优秀的作品不可能是一人之功！
Peggy:But you got the clio!
但你借此拿了克里奥奖
Don:It's your job! I give you money,you give me ideas.
这是你的工作，我付你薪水，你给我创意！
Peggy:And you never say thank you.
但你连句谢谢都没说~？
Don:That's what the money is for! You'er young .You will get your recognition. Everything to you is an opportunity. And you should be thanking me every morning when you wake up, Along with jesus,for giving you another day!
所以我才要付你薪水，你还年轻 你总有一天会出人头地的。每件事对你来说都是锻炼的机会，你每天清晨醒来时 都应该感谢我，感谢我让你在公司又多待了一天！
吵架现场
广告狂人提案经典台词：
《广告狂人》第一季大结局的剧情里，don为一个能连续播放幻灯片的幻灯机提案，提案的时候，他一边向客户放映着自己和家人的照片，里面是他和妻子、儿子以及女儿之间点点滴滴的曾经，快乐而富有怀念的感伤，一边对在座的诸位讲了下面一段话，成功地让客户不再考虑其他诸如DDB这样的大公司。
Technology is a glittering lure, but there is the rare occasion when the public can be engaged on a level beyond flash. If they have a sentimental bond with the product. My first job I was in-house at a fur company. This old pro copy writer. A Greek named Teddy. And Teddy told me the most important idea in advertising is "new." It creates an itch. You simply put your product in there as a kind of calamine lotion. But he also talked about a deeper bond with a product. Nostalgia. It's delicate but potent. （Switch it on.） Teddy told me that in Greek, nostalgia literally means, 'the pain from an old wound.' It's a twinge in your heart, far more powerful than memory alone. This device isn't a spaceship, it's a time machine. It goes backwards and forwards. And it takes us to a place where we ache to go again. It's not called 'The Wheel.' It's called 'The Carousel.' It lets us travel the way a child travels. Around and around and back home again. A place where we know we are loved.
技术就像一场一闪而过的闪念，只有人们将产品和内心深处的某些感动联系起来，人们才会被那些一闪而过的闪念所打动。
我的第一份正式工作，是在一个皮草公司，老板teddy是一位有些年纪的文案，希腊人，他告诉我广告最大的创意就是“创新”，它创造或者激起一种内心深处的渴望，让人心里发痒，你只要轻轻地将你的产品像止痒液一样，放在那里就行了。
然而，他还告诉我，产品应该与内心有一种更紧密的关系：怀念。怀念细腻、柔软、脆弱不堪，但能激起有力的共鸣，就像你会突然被某种莫名的情感击中一样。Teddy给我讲，在希腊，怀念还有一个诗意的名字，叫“过去伤口上的痛”，它是内心深处的阵痛，比孤独的记忆更打动人心。我们的产品不是太空船，它是时光机，它在过去和未来之间来回穿行，它也会再次将我们带到我们所渴望的那个地方，它不应该叫“轮子”，它是“旋转木马”，它载着我们像孩子那样旅行，转啊转啊，然后回到故乡，那个我们深深爱着，以及被爱着的地方。
提案现场
本文来源于广告门 adquan.com
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