馬上你就會知道：那些跟著熱點發(fā)出去，第二天就一文不值的文字，跟幾十年前的文案比起來，中間差著多少座山峰。
①
這是皇家芝華士的廣告。
假如你還需要看瓶子，那你顯然不在恰當?shù)纳缃蝗锘顒印?
假如你還需要品嘗它的味道，那你就沒有經(jīng)驗去鑒賞它。
假如你還需要知道它的價格，翻過這一頁吧，年輕人。
THIS IS AN ADVERTISEMENT FOR CHIVAS REGAL
IF YOU NEED TO SEE THE BOTTLE
YOU OBVIOUSLY DON’T MOVE IN THE RIGHT SOCIAL CIRCLES
IF YOU NEED TO TASTE IT
YOU JUST DON’T HAVE THE EXPERIENCE TO APPRECIATE IT
IF YOU NEED TO KNOW WHAT IT COSTS
TURN THE PAGE, YOUNG MAN
②
如果你還沒認出它來，
那你可能還沒準備好享受它。
IF YOU DON’T RECOGNISE IT
YOU’RE PROBABLY NOT READY FOR IT
③
皇家芝華士就像品味，
如果你問還要問它是什么，那你就沒有擁有它。
CHIVAS REGAL IS LIKE STYLE
IF YOU HAVE TO ASK WHAT IT IS, YOU DON’T HAVE IT
④
這一頁獻給我們當中那些已經(jīng)學(xué)會了不看一眼商標就能識別品質(zhì)的人。
THIS PAGE IS DEDICATED TO THOSE AMONGST US WHO HAVE LEARNED TO
RECOGNISE QUALITY WITHOUT PEERING AT A LABEL
⑤
很幸運，你已經(jīng)有了鑒賞它的經(jīng)驗，你應(yīng)該買得起。
CHIVAS REGAL
LUCKILY. BY THE TIME YOU’VE CHANGED THE EXPERIENCE TO APPRECIATE IT
YOU SHOULD BE ABLE TO AFFORD IT
⑥
據(jù)說皇家芝華士的廣告似乎高人一等：
像“少數(shù)”排斥“多數(shù)”，“有”對抗“沒有”。
確實如此。
IT HAS BEEN SAID OF CHIVAS REGAL ADVERTISING
THAT IT SMACKS OF ELITISM
OF THE FEW EXCLUDING THE MANY
OF THE ‘HAVES’ VERSUS THE ‘HAVE-NOTS’
HOW TRUE
⑦
很愜意吧！
知道你非常清楚下面水晶杯里蘇格蘭威士忌的品牌，
大部分的讀者卻不知道，
而且可能永遠都不知道。
ISN’T IT GRATIFYING
TO KNOW THAT WHILE YOU
ARE PERFECTLY AWARE OF
THE BRAND OF SCOTCH
IN THE CRYSTAL GLASS BELOW.
MOST READERS HAVE
NO IDEA AT ALL
AND PROBABLY NEVER WILL.
經(jīng)典廣告的意義在于：當我們以為整個行業(yè)前途渺茫的時候，告訴我們，能做的還有很多，并且已經(jīng)有人做到了。
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