劳斯莱斯-奥格威经典文案“60迈”全文

劳斯莱斯-奥格威经典文案“60迈”全文(1958)

Rolls-Royce-At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock

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作品太过有名,不多赘述。只提一点,奥格威自述,这句经典的标题是他花了三周时间大量阅读汽车资料时找到的现成语句,他只是加以了润色。

以下是为数不多的能看清内文的大图,希望大家提到这个作品时,不止想到标题。

 

文案:

“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”

当一辆崭新的劳斯莱斯以60英里每小时的速度行驶时,车内最大的噪声来自电子钟

What makes Rolls-Royce the best car in the world? “There is really no magic about it— it is merely patient attention to detail,” says an eminent Rolls-Royce engineer.

是什么让劳斯莱斯成为世界上最好的车?“没什么神奇的,只是对细节够耐心和专注而已。”一位杰出的劳斯莱斯工程师说道。

 

1. “At 60 miles an hour the loudest noise comes from the electric clock,” reports the Technical Editor of THE MOTOR. The silence of the engine is uncanny. Three mufflers tune out sound frequencies—acoustically.

“当它以60英里每小时行驶时,最大的噪声来自电子钟。”THE MOTOR杂志的技术编辑报道说。它的引擎静音效果是异乎寻常的。有三个消音器来调整声音的声学频率。

 

2. Every Rolls-Royce engine is run for seven hours at full throttle before installation, and each car is test-driven for hundreds of miles over varying road surfaces.

每辆劳斯莱斯的引擎在安装前都经过7小时满油门运转。每辆车都在不同的路面条件下试驾过上百英里。

 

3. The Rolls-Royce is designed as an owner-driven car. It is eighteen inches shorter than the largest domestic cars.

劳斯莱斯被设计成了一款适合车主自己驾驶的车。它比国内最大的车矮18英寸。

 

4. The car has power steering, power brakes and automatic gear-shift. It is very easy to drive and to park. No chauffeur required.

这辆车有动力转向、动力制动和自动换挡功能。非常容易驾驶和停泊。不需要专职的司机。

 

5. There is no metal-to-metal contact between the body of the car and the chassis frame—except for the speedometer drive. The entire body is insulated and under-sealed.

车身和底盘架之间,没有金属对金属的直接接触——除了车速表。整个车身是隔离且密封的。

 

6. The finished car spends a week in the final test-shop, being fine-tuned. Here it is subjected to 98 separate ordeals. For example, the engineers use a stethoscope to listen for axle-whine.

车子完工后还需要在最后的测试车间,进行为期一周的仔细调校。在这里它接受过98项独立考验。例如,工程师用听诊器仔细聆听车后桥的细微声音。

 

7. The Rolls-Royce is guaranteed for three years. With a new network of dealers and parts-depots from Coast to Coast, service is no problem.

劳斯莱斯质保三年。在全国范围内换了新的经销商或分车厂,服务也不会有任何问题。

 

8. The Rolls-Royce radiator has never changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed from red to black.

劳斯莱斯的散热器从没变过,除了亨利·劳斯爵士去世的1933年,花体的RR字样从红色变成了黑色。

 

9. The coachwork is given five coats of primer paint, and hand rubbed between each coat, before fourteen coats of finishing paint go on.

汽车车身被喷涂了5层底漆,每层漆都经过手工摩擦。之后还会继续喷涂14层精加工的外漆。

 

10. By moving a switch on the steering column, you can adjust the shock-absorbers to suit road conditions. (The

lack of fatigue in driving this car is remarkable.)

按动驾驶杆上的开关,你就可以调节减震器,以适应当下路面状况。(驾驶这辆车能显著降低疲劳感)

 

11. Another switch defrosts the rear window, by heating a network of 1360 invisible wires in the glass. There are two separate ventilating systems, so that you can ride in comfort and silence with all the windows closed. Air conditioning is optional.

还有另一个开关可以加热玻璃中的1360根隐形电线网,为后窗除霜。它有两套独立的通风系统,以便于你在驾驶的时候可以把窗户全关上,同时感到舒适和安静。空调系统则可以自行选择开关。

 

12. The seats are upholstered with eight hides of English leather—enough to make 128 pairs of soft shoes.

座位上垫有八块的英式软皮革——足够做128双柔软的鞋子。

 

13. A picnic table, veneered in French walnut, slides out from under the dash. Two more swing out behind the front seats. The backrests on the front seats are individually adjustable.

有一张法国胡桃木镶饰的野餐桌,可以从仪表盘下面滑出。还有两张在前排座椅后面,可以外旋取出。前排座椅的椅背是可以独立调节的。

 

14. You can get such optional extras as an Espresso coffee-making machine, a dictating machine, a bed, hot and cold water for washing, an electric razor or a telephone.

你可以选择一些额外配置,譬如浓缩咖啡机,口述听写机,一张床,洗漱用的冷热水,电动剃须刀,或者一台电话。

 

15. You can lubricate the entire chassis by simply pushing a pedal from the driver’s seat. A gauge on the dash shows the level of oil in the crankcase.

你只需踩一个驾驶位下的踏板,就能轻松润滑整个底盘。仪表盘上有专门的数值显示曲轴箱剩余油量。

 

16. Gasoline consumption is remarkably low and there is no need to use premium gas; a happy economy.

耗油量出奇地低,所以没必要用高档的汽油。快乐又经济。

 

17. There are two separate systems of power brakes, hydraulic and mechanical. The Rolls-Royce is a very safe car —and also a very lively car. It cruises serenely at eighty-five. Top speed is in excess of 100 m.p.h.

有两套独立的动力制动系统:液压的和机械的。劳斯莱斯是很安全的车——同时也是很轻快的车。它可以以80迈的速度平静地巡航。最高速度超过100迈。

 

18. Rolls-Royce engineers make periodic visits to inspect owners’ motor cars and advise on service.

劳斯莱斯工程师会定期访问,检查车主的爱车,并给予一些服务上的建议。

 

19. The Bentley is made by Rolls-Royce. Except for the radiators, they are identical motor cars, manufactured by the same engineers in the same works. The Bentley costs $300 less, because its radiator is simpler to make. People who feel diffident about driving a Rolls-Royce can buy a Bentley.

宾利也是劳斯莱斯生产的。除了散热器,它们是相同的两款车。由同样的工程师用同样的工艺打造。宾利便宜300美元,因为它的散热器生产工艺更简单。没有信心驾驭劳斯莱斯的人可以买一辆宾利。

 

PRICE. The car illustrated in this advertisement — f.o.b. principal ports of entry—costs $13,550. If you would like the rewarding experience of driving a Rolls-Royce or Bentley, write or telephone to one of the dealers listed on page 54.

Rolls-Royce Inc., 10 Rockefeller Plaza, New York 20, Clrcle 5-1144.

价格。广告中介绍的这款车——从主要入境口岸的离岸价——13550美元。如果你想享受驾驶劳斯莱斯或宾利的物超所值的体验,可以写信或致电给54页的列表中的某位经销商。

劳斯莱斯公司,洛克菲勒广场10号,纽约20号,环路5-1144。

 

黑框部分

Jet Engines and the Future

喷气发动机和未来

 

Certain airlines have chosen Rolls-Royce turbo-jets for their Boeing 707’s and Douglas DC8’s. Rolls-Royce prop-jets are in the Vickers Viscount, the Fairchild F-27 and the Grumman Gulfstream.

某些航空公司选择了劳斯莱斯涡轮喷气式发动机,用于它们的波音707或道格拉斯DC8飞机。劳斯莱斯喷射推进发动机还用于维克斯公司的Viscount客机,仙童公司的F-27运输机和格鲁曼公司的湾流公务机。

 

Rolls-Royce engines power more than half the turbo-jet and prop-jet airliners supplied to or on order for world airlines.

劳斯莱斯的引擎为世界上超过半数的涡轮喷气式和喷射推进式飞机提供动力支持。

 

Rolls-Royce now employ 42,000 people and the company’s engineering experience does not stop at motor cars and jet engines. There are Rolls-Royce diesel and gasoline engines for many other applications.

劳斯莱斯现在雇佣了42000名员工。并且这家公司的工程经验并没有止步于汽车和喷气式发动机。劳斯莱斯还有柴油和汽油发动机,应用于许多领域。

 

The huge research and development resources of the company are now at work on many projects for the future, including nuclear and rocket propulsion.

公司庞大的研发资源正投入在许多未来科技项目中,包括核能和火箭推进器。

 

(文案由广告没门翻译,仅供参考,勿作它用)

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