《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