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80篇甲壳虫经典广告原图、原文。营销专家小马宋的文案创作心得。

内容简介

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。

本书将其中80篇长文案翻译整理，内容包括：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；《小马宋文案扯淡录》共8篇与广告及文案创作相关的文章；《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。

作者简介

　　小马宋，本书发起人兼作者。前奥美助理创意总监。前蓝色光标策略总监。第九课堂创始人。2007年戛纳广告节铜狮奖获得者。文案类公众账号“中国文联”创办者。现任第九课堂联合创始人。

章节目录

版权信息

自序

作者简介

《一个广告文案的自白》系列

如果你想做个文案……

“高端大气”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历史上两大重要改进，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，我完全可以重装一辆！

A Volkswagen, obviously.

是辆VW，毫无疑问

The experimental X-93 Volkswagen.

VWX-93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 84 mpg Volkswagen.

每加仑跑84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 '62 Volkswagen. It still looks the same.

1962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.

扛到最后的，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.

第一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.

你没必要更换大半部车

Why so many Volkswagens live to be 100,000.

为何众多VW车能跑到10万里程？

All good things must come to an end.

再美好的事物终有结束的一天

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 3 years, the car that cost the least cost the most.

当初售价最低的车，三年后却售价最高

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.

这部甲壳虫已被完全替换

That's how many times we inspect a Volkswagen.

这就是我们检验VW的次数

How to make a '54 look like a '64.

如何让1954年的车看起来像1964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，但是周末晚上赴宴的是谁？

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，你可以成为马路之王

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

33 years later, he got the bug.

三十三年后，他拥有了甲壳虫

After 30 Volkswagens, Father Bittman still believes.

开过三十部VW，毕门神父更坚定了他的信念

"It was the only thing to do after the mule died."

“骡子死了，只能如此。”

With 34 wives, even a king has to cut a few corners.

即使是国王，养34个老婆也不易

Which man would you vote for?

你投哪一位？

Our car the movie star.

大牌驾到

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 $35,000 Volkswagen.

价值35,000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 $1.26 a pound?

1.26美元1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

那些让文案绝望的文案是2015年由北京联合出版公司出版,作者小马宋。

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