乔布斯传 第691期:广告(1)（在线收听）

Advertising

广告

Jobs was not happy with the original ads for the iPad.

乔布斯对于iPad原来的广告并不满意。

As usual, he threw himself into the marketing,

像往常一样，他全身心投入营销工作之中，

working with James Vincent and Duncan Milner at the ad agency (now called TBWA/Media Arts Lab), with Lee Clow advising from a semiretired perch.

乔布斯同詹姆斯·文森特和邓肯·米尔纳一起合作，他们的广告公司现在改名为TBWA/Media Arts Lab，处于半退休状态的李·克劳也会给出一些建议。

The commercial they first produced was a gentle scene of a guy in faded jeans and sweatshirt reclining in a chair,

他们做出的第一个广告场景很温馨，一名男子穿着褪色的牛仔裤和运动衫，斜靠在椅子上，

looking at email, a photo album, the New York Times, books, and video on an iPad propped on his lap.

膝盖上放着iPad，他在上面查看邮件，浏览相册，阅读《纽约时报》，看电子书和视频。

There were no words, just the background beat of "There Goes My Love" by the Blue Van.

没有文字，只有蓝色面包车乐队的《来吧我的爱》作为背景音乐。

"After he approved it, Steve decided he hated it," Vincent recalled. "He thought it looked like a Pottery Barn commercial."

“史蒂夫批准了这个广告方案后，又发现自己很讨厌它，”文森特回忆道，“他觉得这片子看起来就像陶瓷谷仓家居店的广告一样。”

Jobs later told me: It had been easy to explain what the iPod was -- a thousand songs in your pocket

乔布斯后来告诉我：解释iPod是什么很容易--把1000首歌装进你口袋，

which allowed us to move quickly to the iconic silhouette ads.

我们很快就做出了标志性的剪影广告。

But it was hard to explain what an iPad was.

但是，很难说清楚iPad是什么。

We didn't want to show it as a computer, and yet we didn't want to make it so soft that it looked like a cute TV.

我们不希望把它展示成一台电脑，也不想把它弱化成一台可爱的电视机。

The first set of ads showed we didn't know what we were doing.

第一组广告表明我们不知道自己在做什么。

They had a cashmere and Hush Puppies feel to them.

它们太休闲，太惬意了。