There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

-- William Bernbach 威廉·伯恩巴克

广告没有好坏之分。一时的好，一时的坏。研究能让你陷入过去。

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Research Trap

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The creative act lasts but a brief moment, a lightning instant of give-and-take, just long enough for you to level the camera and to trap the fleeting prey in your little box.

这种创造性的行为只持续了很短的一段时间，就像闪电一样的给予和接受，这段时间刚好够你把相机调平，把稍纵即逝的猎物困在你的小盒子里。

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Many Nobel Prizes are awaiting good research to understand and explain the many mysteries of our bodies, such as the basic mechanism of memory or imagination.

许多诺贝尔奖都在等待优秀的研究来理解和解释我们身体的许多奥秘，比如记忆或想象的基本机制。

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The point of literary criticism in anthropology is not to replace research, but to find out how it is that we are persuasive.

人类学中文学批评的意义不在于取代研究，而在于发现我们是如何具有说服力的。

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An old rat won't go into the trap.

老老鼠不会上这个圈套。

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