乔布斯传 第694期:广告(4)（在线收听）

So Vincent and Milner, along with the copywriter Eric Grunbaum, began crafting what they dubbed "The Manifesto."

于是，文森特、米尔纳以及文案埃里克·格伦鲍姆开始制作乔布斯想要的广告片，他们称之为“宣言”。

It would be fast-paced, with vibrant pictures and a thumping beat, and it would proclaim that the iPad was revolutionary.

这部广告片的节奏很快，激昂的节拍，生动的画面，它宣告iPad是革命性的产品。

The music they chose was Karen O's pounding refrain from the Yeah Yeah Yeahs' "Gold Lion."

他们选择的音乐是耶耶耶合唱团女主唱凯伦·欧的一首名为《金狮》的副歌部分，颇具冲击力。

As the iPad was shown doing magical things, a strong voice declared,

画面展示出iPad神奇的功能，一个强有力的旁白宣告道：

"iPad is thin. iPad is beautiful. It's crazy powerful. It's magical. It's video, photos.

“iPad很薄，iPad很美。它非常强大，它不可思议。它是视频，是照片。

More books than you could read in a lifetime. It's already a revolution, and it's only just begun."

能装下你一辈子都读不完的书。它已经是一场革命，而一切才刚刚开始。”

Once the Manifesto ads had run their course,

“宣言”广告片完成后，

the team again tried something softer, shot as day-in-the-life documentaries by the young filmmaker Jessica Sanders.

广告团队又尝试了更为柔和的手法，由年轻导演杰西卡·桑德斯拍摄了一段生活纪录片。

Jobs liked them -- for a little while.

最初，乔布斯挺喜欢这两个新广告。

Then he turned against them for the same reason he had reacted against the original Pottery Barn–style ads.

但没一会儿，他就开始反对，和他讨厌之前陶瓷谷仓式广告的理由如出一辙。

"Dammit," he shouted, "they look like a Visa commercial, typical ad agency stuff."

“该死，”他大喊道，“这些就跟维萨卡的广告一样，典型的广告公司产品。”

He had been asking for ads that were different and new, but eventually he realized he did not want to stray from what he considered the Apple voice.

他曾要他们做出新颖的广告，要与众不同；但最终，他意识到自己不想偏离自己所谓的苹果的声音。

For him, that voice had a distinctive set of qualities: simple, declarative, clean.

对乔布斯来说，苹果的声音有一系列特质：简单，千净，宣告式。

"We went down that lifestyle path, and it seemed to be growing on Steve, and suddenly he said, 'I hate that stuff, it's not Apple,'" recalled Lee Clow.

“我们一直在探讨更生活化的广告方案，而史蒂夫似乎也慢慢产生了兴趣，结果突然他又说自己讨厌这个东西，它没有苹果的感觉。”李·克劳回忆道。

"He told us to get back to the Apple voice. It's a very simple, honest voice."

“他叫我们找回苹果的声音，一种非常筒单诚实的声音。”

And so they went back to a clean white background, with just a close-up showing off all the things that "iPad is..." and could do.

于是，他们又重新采用千净的白色背景，用一系列特写镜头以及“iPad是...”的短语来展示它的所有属性和功能。