《一個廣告文案的自白》係列
如果你想做個文案…… 002
“高端大氣”與豬飼料 007
文案也是個技術活 012
若夢想照進現實…… 017
文案是什麼？ 021
文案是聊齣來的 028
“大便體”與“牛×體” 033
小馬宋文案扯淡錄
世界上的好文案都是相通的——關於文案的細節性陳述 041
危機公關應該做的事 049
抓不住根本法則，學再多玩法也是白費 051
從鍋爐工到創意總監 053
醫者不自醫——為什麼廣告公司不會為自己做廣告？ 058
聽瞭那麼多道理，依然做不好營銷？ 060
名字取得好，公司上市早 063
怎麼識彆不靠譜的社會化營銷公司？ 067
從甲殼蟲說開去……
Do you think the Volkswagen is homely?
你覺得VW不夠好看？ 070
A Volkswagen can go forward
一輛VW 072
After a few years, it starts to look beautiful.
再過幾年，它就開始好看瞭 074
Ugly is only skin-deep.
車不可貌相 076
Made in U.S.A.
美國製造 078
Do you earn too much to afford one?
某些人收入太高，而VW格調過低？ 080
Live below your means.
量入為齣 082
Introducing two of the most radical changes in Volkswagen history. Can you spot them?
VW曆史上兩大重要改進, 你注意到瞭嗎？ 084
Why is our nose so stubby?
為什麼VW的車鼻是禿的？ 086
One of the nice things about owning it is selling it.
擁有它的樂趣之一，就是可以日後賣掉 088
Has the Volkswagen fad died out?
VW流行風潮過去瞭嗎？ 090
Who in the world seals the bottom? Volkswagen.
世上誰會把車盤底密封？VW 092
Why are the wheels crooked?
為何輪子有點歪？ 094
Will we ever kill the bug?
我們會乾掉這隻甲殼蟲嗎？ 096
Even the bottom of a Volkswagen looks funny.
即便車底看來也有點意思 098
Some of the most unusual things about a Volkswagen are things you don't usually see.
VW不凡之處，通常不易窺見 100
The inside is finished like the outside.
錶裏如一 102
Can you name this car?
你猜到這部車的名字瞭嗎？ 104
Need a part?
需要汽車配件瞭？ 106
It's a little too much car for the money.
這車太超值瞭 108
Repair'em? I've got enough parts to build'em!
修什麼？有這些配件，我完全可以重裝一輛！ 110
A Volkswagen, obviously.
是輛VW，毫無疑問 112
The experimental X-93 Volkswagen.
VWX-93型車，在試驗中 114
The best kept secret in Washington, D.C.
華盛頓特區的驚人內幕 116
Presenting the 84 mpg Volkswagen.
每加侖跑84英裏的VW 118
What if you only need part of a Volkswagen?
要是你隻想要一個VW零部件？ 120
No point showing the '62 Volkswagen. It still looks the same.
1962年的VW也沒啥亮點，看起來都一樣 122
The only water a Volkswagen needs is the water you wash it with.
VW會用到水，但僅僅用來洗車 124
Last one to conk out is a Volkswagen.
扛到最後的，一定是VW 126
"A funny thing happened when I decided to expose that phony floating Volkswagen
commercial."
“我正想要曝光VW車能浮在水中的虛假廣告，有趣的事卻發生瞭。” 128
If Ted Kenney drove a Volkswagen, he'd be President today.
泰德·肯尼迪當年要是開輛VW，現在的總統就是他瞭 130
Volkswagen's unique construction keeps dampness out.
VW獨特的設計橫掃濕氣 132
Save water.
節約用水 134
The first car at the bottom of the world.
第一部齣現在世界盡頭的車 136
Every new one comes slightly used.
每一部新車都會被開過一段距離 138
Sooner or later, your wife will drive home one of the best reasons for owning a Volkswagen.
你的夫人遲早都會自己開車迴傢 140
You don't have to replace half the car.
你沒必要更換大半部車 142
Why so many Volkswagens live to be 100,000.
為何眾多VW車能跑到10萬裏程？ 144
All good things must come to an end.
再美好的事物終有結束的一天 146
Every now and then a VW runs into a little trouble at the factory.
VW不時會在工廠遇到點麻煩 148
Impossible.
不可能 150
Lemon.
酸檸檬 152
After 3 years, the car that cost the least cost the most.
當初售價最低的車，三年後卻售價最高 154
A new VW is cheaper at twice the price.
新的VW比這個價貴一倍，但還是劃算 156
It's been replaced.
這部甲殼蟲已被完全替換 160
That's how many times we inspect a Volkswagen.
這就是我們檢驗VW的次數 162
How to make a '54 look like a '64.
如何讓1954年的車看起來像1964年的？ 164
Think small
眼界不用那麼高 166
It makes your house look bigger.
它讓你的房子顯得大瞭 168
It does all the work, but on Saturday night which one goes to the party?
它什麼都做，但是周末晚上赴宴的是誰？ 170
Pick the right day to test drive a VW and you'll have the road to yourself.
在閤適的日子開上VW，你可以成為馬路之王 172
We finally came up with a beautiful picture of a Volkswagen.
這場景對VW來說，真是美妙 174
They said it couldn't be done.
It couldn't.
他們說辦不到，就是辦不到 176
33 years later, he got the bug.
三十三年後，他擁有瞭甲殼蟲 178
After 30 Volkswagens, Father Bittman still believes.
開過三十部VW,畢門神父更堅定瞭他的信念 180
"It was the only thing to do after the mule died."
“騾子死瞭，隻能如此。” 182
With 34 wives, even a king has to cut a few corners.
即使是國王，養34個老婆也不易 184
Which man would you vote for?
你投哪一位？ 186
Our car the movie star.
大牌駕到 188
Don't laugh.
不要笑 190
One hour later, it won't get hungry again.
它不會在一小時之後又叫肚子餓 192
Think it over, New York, Chicago, San Francisco.
想一想紐約、芝加哥和舊金山的交通現狀吧 194
There's a bit of the beast in every bug.
每部甲殼蟲都有點獸性 196
It's a bird. It's a plane. It's a Volkswagen?
小鳥，飛機，甲殼蟲？ 198
The $35,000 Volkswagen.
價值35,000美元的VW 200
How much longer can we hand you this line?
這條麯綫還能傳承多久？ 202
Is the economy trying to tell you something?
算賬 204
V-V-Volkswagen announces air conditioning.
V-V-VW推齣車內空調 206
Our image.
我們的形象 208
Some shapes are hard to improve on.
有些外形很難再改進瞭 210
Can you still get prime quality for $1.26 a pound?
1.26美元1磅的上等貨，現在還有嗎？ 212
How does a little bug survive in the automotive jungle?
一部甲殼蟲的汽車叢林生存法則 214
If gas pains persist, try Volkswagen.
如果油價高燒不退，可以試試VW 216
It's ugly, but it gets you there.
它很醜，但它能帶你到想去的地方 218
· · · · · · (收起)
如果你想做個文案…… 002
“高端大氣”與豬飼料 007
文案也是個技術活 012
若夢想照進現實…… 017
文案是什麼？ 021
文案是聊齣來的 028
“大便體”與“牛×體” 033
小馬宋文案扯淡錄
世界上的好文案都是相通的——關於文案的細節性陳述 041
危機公關應該做的事 049
抓不住根本法則，學再多玩法也是白費 051
從鍋爐工到創意總監 053
醫者不自醫——為什麼廣告公司不會為自己做廣告？ 058
聽瞭那麼多道理，依然做不好營銷？ 060
名字取得好，公司上市早 063
怎麼識彆不靠譜的社會化營銷公司？ 067
從甲殼蟲說開去……
Do you think the Volkswagen is homely?
你覺得VW不夠好看？ 070
A Volkswagen can go forward
一輛VW 072
After a few years, it starts to look beautiful.
再過幾年，它就開始好看瞭 074
Ugly is only skin-deep.
車不可貌相 076
Made in U.S.A.
美國製造 078
Do you earn too much to afford one?
某些人收入太高，而VW格調過低？ 080
Live below your means.
量入為齣 082
Introducing two of the most radical changes in Volkswagen history. Can you spot them?
VW曆史上兩大重要改進, 你注意到瞭嗎？ 084
Why is our nose so stubby?
為什麼VW的車鼻是禿的？ 086
One of the nice things about owning it is selling it.
擁有它的樂趣之一，就是可以日後賣掉 088
Has the Volkswagen fad died out?
VW流行風潮過去瞭嗎？ 090
Who in the world seals the bottom? Volkswagen.
世上誰會把車盤底密封？VW 092
Why are the wheels crooked?
為何輪子有點歪？ 094
Will we ever kill the bug?
我們會乾掉這隻甲殼蟲嗎？ 096
Even the bottom of a Volkswagen looks funny.
即便車底看來也有點意思 098
Some of the most unusual things about a Volkswagen are things you don't usually see.
VW不凡之處，通常不易窺見 100
The inside is finished like the outside.
錶裏如一 102
Can you name this car?
你猜到這部車的名字瞭嗎？ 104
Need a part?
需要汽車配件瞭？ 106
It's a little too much car for the money.
這車太超值瞭 108
Repair'em? I've got enough parts to build'em!
修什麼？有這些配件，我完全可以重裝一輛！ 110
A Volkswagen, obviously.
是輛VW，毫無疑問 112
The experimental X-93 Volkswagen.
VWX-93型車，在試驗中 114
The best kept secret in Washington, D.C.
華盛頓特區的驚人內幕 116
Presenting the 84 mpg Volkswagen.
每加侖跑84英裏的VW 118
What if you only need part of a Volkswagen?
要是你隻想要一個VW零部件？ 120
No point showing the '62 Volkswagen. It still looks the same.
1962年的VW也沒啥亮點，看起來都一樣 122
The only water a Volkswagen needs is the water you wash it with.
VW會用到水，但僅僅用來洗車 124
Last one to conk out is a Volkswagen.
扛到最後的，一定是VW 126
"A funny thing happened when I decided to expose that phony floating Volkswagen
commercial."
“我正想要曝光VW車能浮在水中的虛假廣告，有趣的事卻發生瞭。” 128
If Ted Kenney drove a Volkswagen, he'd be President today.
泰德·肯尼迪當年要是開輛VW，現在的總統就是他瞭 130
Volkswagen's unique construction keeps dampness out.
VW獨特的設計橫掃濕氣 132
Save water.
節約用水 134
The first car at the bottom of the world.
第一部齣現在世界盡頭的車 136
Every new one comes slightly used.
每一部新車都會被開過一段距離 138
Sooner or later, your wife will drive home one of the best reasons for owning a Volkswagen.
你的夫人遲早都會自己開車迴傢 140
You don't have to replace half the car.
你沒必要更換大半部車 142
Why so many Volkswagens live to be 100,000.
為何眾多VW車能跑到10萬裏程？ 144
All good things must come to an end.
再美好的事物終有結束的一天 146
Every now and then a VW runs into a little trouble at the factory.
VW不時會在工廠遇到點麻煩 148
Impossible.
不可能 150
Lemon.
酸檸檬 152
After 3 years, the car that cost the least cost the most.
當初售價最低的車，三年後卻售價最高 154
A new VW is cheaper at twice the price.
新的VW比這個價貴一倍，但還是劃算 156
It's been replaced.
這部甲殼蟲已被完全替換 160
That's how many times we inspect a Volkswagen.
這就是我們檢驗VW的次數 162
How to make a '54 look like a '64.
如何讓1954年的車看起來像1964年的？ 164
Think small
眼界不用那麼高 166
It makes your house look bigger.
它讓你的房子顯得大瞭 168
It does all the work, but on Saturday night which one goes to the party?
它什麼都做，但是周末晚上赴宴的是誰？ 170
Pick the right day to test drive a VW and you'll have the road to yourself.
在閤適的日子開上VW，你可以成為馬路之王 172
We finally came up with a beautiful picture of a Volkswagen.
這場景對VW來說，真是美妙 174
They said it couldn't be done.
It couldn't.
他們說辦不到，就是辦不到 176
33 years later, he got the bug.
三十三年後，他擁有瞭甲殼蟲 178
After 30 Volkswagens, Father Bittman still believes.
開過三十部VW,畢門神父更堅定瞭他的信念 180
"It was the only thing to do after the mule died."
“騾子死瞭，隻能如此。” 182
With 34 wives, even a king has to cut a few corners.
即使是國王，養34個老婆也不易 184
Which man would you vote for?
你投哪一位？ 186
Our car the movie star.
大牌駕到 188
Don't laugh.
不要笑 190
One hour later, it won't get hungry again.
它不會在一小時之後又叫肚子餓 192
Think it over, New York, Chicago, San Francisco.
想一想紐約、芝加哥和舊金山的交通現狀吧 194
There's a bit of the beast in every bug.
每部甲殼蟲都有點獸性 196
It's a bird. It's a plane. It's a Volkswagen?
小鳥，飛機，甲殼蟲？ 198
The $35,000 Volkswagen.
價值35,000美元的VW 200
How much longer can we hand you this line?
這條麯綫還能傳承多久？ 202
Is the economy trying to tell you something?
算賬 204
V-V-Volkswagen announces air conditioning.
V-V-VW推齣車內空調 206
Our image.
我們的形象 208
Some shapes are hard to improve on.
有些外形很難再改進瞭 210
Can you still get prime quality for $1.26 a pound?
1.26美元1磅的上等貨，現在還有嗎？ 212
How does a little bug survive in the automotive jungle?
一部甲殼蟲的汽車叢林生存法則 214
If gas pains persist, try Volkswagen.
如果油價高燒不退，可以試試VW 216
It's ugly, but it gets you there.
它很醜，但它能帶你到想去的地方 218
· · · · · · (收起)
具體描述
什麼文案60年前就在使用互聯網思維？
什麼文案讓一輛小車在崇尚大車的國度暢銷不衰？
什麼文案讓做文案的人産生“既生瑜何生亮”的絕望？
沒錯，它是甲殼蟲。
遠在上世紀五六十年代，這些文案讓這輛不起眼的小車暢銷不衰。
它的文案風趣而又言之鑿鑿，它的文案機智而又無可辯駁。
它充滿自黑精神，善於藉勢時事熱點，懂得乖巧賣萌，也是天生的段子手。
為瞭讓國內讀者一睹這一係列經典文案，我們將其中80篇長文案翻譯整理，這就是《那些讓文案絕望的文案》，內容包括：
1.甲殼蟲經典廣告及文案（廣告原圖、文案英文原文及翻譯）共80篇；
2.《小馬宋文案扯淡錄》共8篇與廣告及文案創作相關的文章；
3.《一個廣告文案的自白》共7篇，包括完整的7個係列文案及創作時的想法和思路。
用戶評價
評分
##走過路過不要錯過低價轉讓此書啦！
評分##這樣圈錢不好吧
評分##齣於對小馬宋的慕名 買瞭這本書 內容真是敷衍啊 一本書如果不能讓人瞭解新的內容全部都是扯淡 真是巨坑無比 能不能對讀者負責人 。
評分##隻想說看完之後我都想要颱VWbug
評分##7篇《一個廣告文案的自白》+《甲殼蟲經典長文案》80例=毫無誠意的騙錢書，甲殼蟲要不要起訴一下，這裏有人貼瞭幾個字在你們的廣告上就妄稱“寫書”呢！
評分##隻想說看完之後我都想要颱VWbug
評分##齣於對小馬宋的慕名 買瞭這本書 內容真是敷衍啊 一本書如果不能讓人瞭解新的內容全部都是扯淡 真是巨坑無比 能不能對讀者負責人 。
評分本書的主要構造是：blah blah blah blah blah blah，甲殼蟲汽車廣告甲殼蟲汽車廣告甲殼蟲汽車廣告甲殼蟲汽車廣告甲殼蟲汽車廣告甲殼蟲汽車廣告甲殼蟲汽車廣告甲殼蟲汽車廣告甲殼蟲汽車廣告。完。
評分##文案手抄本抄起來
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