Advertising practitioners are interpreters. But unlike foreign language interpreters, adpeople must constantly learn new languages. They must understand the language of each new product, and speak the language of each new target audience.

-- Jef I. Richards 杰夫理查兹

广告从业人员是口译员。但与外语口译员不同，广告人必须不断学习新的语言。他们必须理解每一个新产品的语言，并说每一个新目标受众的语言。

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Advertising Language

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The most important things are the hardest things to say. They are the things you get ashamed of because words diminish your feelings - words shrink things that seem timeless when they are in your head to no more than living size when they are brought out.

最重要的事情往往是最难说出口的。它们是你感到羞耻的东西，因为语言会减少你的感觉——当你脑海中永恒的东西被拿出来的时候，它们只会缩小到活生生的大小。

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Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.

广告的力量远不如广告商和广告批评者所宣称的那样强大，广告公司在黑暗中捅的刀要比他们在公众意识上做的精确显微手术多得多。

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They place great stress on the clarity of our language for expressing nuances and showing subtleties.

他们非常强调语言的明确性，以表达细微差别和显示细微差别。

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Advertisements contain the only truths to be relied on in a newspaper.

广告是报纸上唯一可靠的事实。

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