马上你就会知道：那些跟着热点发出去，第二天就一文不值的文字，跟几十年前的文案比起来，中间差着多少座山峰。
①
这是皇家芝华士的广告。
假如你还需要看瓶子，那你显然不在恰当的社交圈里活动。
假如你还需要品尝它的味道，那你就没有经验去鉴赏它。
假如你还需要知道它的价格，翻过这一页吧，年轻人。
THIS IS AN ADVERTISEMENT FOR CHIVAS REGAL
IF YOU NEED TO SEE THE BOTTLE
YOU OBVIOUSLY DON’T MOVE IN THE RIGHT SOCIAL CIRCLES
IF YOU NEED TO TASTE IT
YOU JUST DON’T HAVE THE EXPERIENCE TO APPRECIATE IT
IF YOU NEED TO KNOW WHAT IT COSTS
TURN THE PAGE, YOUNG MAN
②
如果你还没认出它来，
那你可能还没准备好享受它。
IF YOU DON’T RECOGNISE IT
YOU’RE PROBABLY NOT READY FOR IT
③
皇家芝华士就像品味，
如果你问还要问它是什么，那你就没有拥有它。
CHIVAS REGAL IS LIKE STYLE
IF YOU HAVE TO ASK WHAT IT IS, YOU DON’T HAVE IT
④
这一页献给我们当中那些已经学会了不看一眼商标就能识别品质的人。
THIS PAGE IS DEDICATED TO THOSE AMONGST US WHO HAVE LEARNED TO
RECOGNISE QUALITY WITHOUT PEERING AT A LABEL
⑤
很幸运，你已经有了鉴赏它的经验，你应该买得起。
CHIVAS REGAL
LUCKILY. BY THE TIME YOU’VE CHANGED THE EXPERIENCE TO APPRECIATE IT
YOU SHOULD BE ABLE TO AFFORD IT
⑥
据说皇家芝华士的广告似乎高人一等：
像“少数”排斥“多数”，“有”对抗“没有”。
确实如此。
IT HAS BEEN SAID OF CHIVAS REGAL ADVERTISING
THAT IT SMACKS OF ELITISM
OF THE FEW EXCLUDING THE MANY
OF THE ‘HAVES’ VERSUS THE ‘HAVE-NOTS’
HOW TRUE
⑦
很惬意吧！
知道你非常清楚下面水晶杯里苏格兰威士忌的品牌，
大部分的读者却不知道，
而且可能永远都不知道。
ISN’T IT GRATIFYING
TO KNOW THAT WHILE YOU
ARE PERFECTLY AWARE OF
THE BRAND OF SCOTCH
IN THE CRYSTAL GLASS BELOW.
MOST READERS HAVE
NO IDEA AT ALL
AND PROBABLY NEVER WILL.
经典广告的意义在于：当我们以为整个行业前途渺茫的时候，告诉我们，能做的还有很多，并且已经有人做到了。
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