那些让文案绝望的文案

《一个广告文案的自白》系列

如果你想做个文案…… 002

“高端大气”与猪饲料 007

文案也是个技术活 012

若梦想照进现实…… 01...

《一个广告文案的自白》系列

如果你想做个文案…… 002

“高端大气”与猪饲料 007

文案也是个技术活 012

若梦想照进现实…… 017

文案是什么？ 021

文案是聊出来的 028

“大便体”与“牛×体” 033

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 041

危机公关应该做的事 049

抓不住根本法则，学再多玩法也是白费 051

从锅炉工到创意总监 053

医者不自医——为什么广告公司不会为自己做广告？ 058

听了那么多道理，依然做不好营销？ 060

名字取得好，公司上市早 063

怎么识别不靠谱的社会化营销公司？ 067

从甲壳虫说开去……

Do you think the Volkswagen is homely?

你觉得VW不够好看？ 070

A Volkswagen can go forward

一辆VW 072

After a few years, it starts to look beautiful.

再过几年，它就开始好看了 074

Ugly is only skin-deep.

车不可貌相 076

Made in U.S.A.

美国制造 078

Do you earn too much to afford one?

某些人收入太高，而VW格调过低？ 080

Live below your means.

量入为出 082

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？ 084

Why is our nose so stubby?

为什么VW的车鼻是秃的？ 086

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 088

Has the Volkswagen fad died out?

VW流行风潮过去了吗？ 090

Who in the world seals the bottom? Volkswagen.

世上谁会把车盘底密封？VW 092

Why are the wheels crooked?

为何轮子有点歪？ 094

Will we ever kill the bug?

我们会干掉这只甲壳虫吗？ 096

Even the bottom of a Volkswagen looks funny.

即便车底看来也有点意思 098

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 100

The inside is finished like the outside.

表里如一 102

Can you name this car?

你猜到这部车的名字了吗？ 104

Need a part?

需要汽车配件了？ 106

It's a little too much car for the money.

这车太超值了 108

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！ 110

A Volkswagen, obviously.

是辆VW，毫无疑问 112

The experimental X-93 Volkswagen.

VWX-93型车，在试验中 114

The best kept secret in Washington, D.C.

华盛顿特区的惊人内幕 116

Presenting the 84 mpg Volkswagen.

每加仑跑84英里的VW 118

What if you only need part of a Volkswagen?

要是你只想要一个VW零部件？ 120

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 122

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 124

Last one to conk out is a Volkswagen.

扛到最后的，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车能浮在水中的虚假广告，有趣的事却发生了。” 128

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 130

Volkswagen's unique construction keeps dampness out.

VW独特的设计横扫湿气 132

Save water.

节约用水 134

The first car at the bottom of the world.

第一部出现在世界尽头的车 136

Every new one comes slightly used.

每一部新车都会被开过一段距离 138

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 140

You don't have to replace half the car.

你没必要更换大半部车 142

Why so many Volkswagens live to be 100,000.

为何众多VW车能跑到10万里程？ 144

All good things must come to an end.

再美好的事物终有结束的一天 146

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 148

Impossible.

不可能 150

Lemon.

酸柠檬 152

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 154

A new VW is cheaper at twice the price.

新的VW比这个价贵一倍，但还是划算 156

It's been replaced.

这部甲壳虫已被完全替换 160

That's how many times we inspect a Volkswagen.

这就是我们检验VW的次数 162

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

如何让1954年的车看起来像1964年的？ 164

Think small

眼界不用那么高 166

It makes your house look bigger.

它让你的房子显得大了 168

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？ 170

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 172

We finally came up with a beautiful picture of a Volkswagen.

这场景对VW来说，真是美妙 174

They said it couldn't be done.

It couldn't.

他们说办不到，就是办不到 176

33 years later, he got the bug.

三十三年后，他拥有了甲壳虫 178

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 180

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

“骡子死了，只能如此。” 182

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 184

Which man would you vote for?

你投哪一位？ 186

Our car the movie star.

大牌驾到 188

Don't laugh.

不要笑 190

One hour later, it won't get hungry again.

它不会在一小时之后又叫肚子饿 192

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 194

There's a bit of the beast in every bug.

每部甲壳虫都有点兽性 196

It's a bird. It's a plane. It's a Volkswagen?

小鸟，飞机，甲壳虫？ 198

The $35,000 Volkswagen.

价值35,000美元的VW 200

How much longer can we hand you this line?

这条曲线还能传承多久？ 202

Is the economy trying to tell you something?

算账 204

V-V-Volkswagen announces air conditioning.

V-V-VW推出车内空调 206

Our image.

我们的形象 208

Some shapes are hard to improve on.

有些外形很难再改进了 210

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？ 212

How does a little bug survive in the automotive jungle?

一部甲壳虫的汽车丛林生存法则 214

If gas pains persist, try Volkswagen.

如果油价高烧不退，可以试试VW 216

It's ugly, but it gets you there.

它很丑，但它能带你到想去的地方 218