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简介
IF THE WELDING ISN’T STRONG ENOUGH如果焊接不够结实,这辆车就会砸在作者身上
本文是文案大师大卫·阿伯特的经典作品。
从画面到标题都极具冲击力。
文案:
IF THE WELDING ISN’T STRONG ENOUGH, THE CAR WILL FALL ON THE WRITER.
如果焊接不够结实,这辆车就会砸在作者身上
That’s me, lying rather nervously under the new Volvo 740.
For years I’ve been writing in advertisements that each spot weld in a Volvo is strong enough to support the weight of the entire car.
Someone decided I should put my body where my mouth is.
So we suspended the car and I crawled underneath.
Of course the Volvo lived up to its reputation and I lived to tell the tale.
But the real point of the story is this: the Volvo 740 may have a different body shape, a fast and frugal new engine, a new interior and a new suspension system, but in one respect it’s just like the Volvos of yore.
It’s so well built you can bet your life on it.
I know. I just did.
NEW VOLVO 740 RANGE STARTS AT £9,249. 2.3 LITRE ENGINES. CARBURETTOR AND INJECTION VERSIONS AVAILABLE, PRICES INCLUDE CAR TAX AND VAT (DELIVERY AND NUMBER PLATES EXTRA). CORRECT AT TIME OF GOING TO PRESS. CUSTOMER INFORMATION TELEPHONE: HIGH WYCOMBE (0494) 33444.
To: Volvo,Springfield House,Mill Ave, Bristol BS1 4SA. Please send me details.
Mr/Mrs/Miss
Address
Postcode
THE NEW VOLV0740.FROM £9249.
翻译:
那个紧张兮兮地躺在全新沃尔沃740汽车下的人就是我。
我写了很多年沃尔沃广告了,总在推销这个卖点:沃尔沃车身上的任何一个焊接点都能承受得住整车的重量。
有人让我别光动嘴、亲身实验。
所以我们把这辆车挂了起来。我爬到了它下面。
当然,沃尔沃成功保住了它的名声,我也保住了我的性命,得以活着讲出这个故事。
这个故事说明了一个道理:新沃尔沃740可能外观改进了,有了更快、更省油的引擎,全新的内饰和悬挂系统,
但仍有一点始终如一:
品质可靠,值得你将生命托付给它。
我很清楚,我刚刚就是这么做的。
全新沃尔沃740售价从9249磅起。拥有2.3升发动机。化油器和喷射器版本可选。
价格包含汽车税和增值税(运输和牌照额外收费)。信息在出版时已确认。
顾客咨询电话:海威科姆市 (0494) 33444。
沃尔沃收,斯普林菲尔德办公室,米尔大道,布里斯托尔BS1 4SA。
请提供更多信息:
先生/夫人/小姐
地址
邮编
全新沃尔沃740,售9249镑起
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