Why we need to BADvertise

为什么我们需要反面广告呢

 

Preaching against the ills of tobacco has not helped young people to resist the ubiquitous, misleading imagery aimed at them by corporate giants. Neither have the small warning labels.

用布道的方法来告诫青年人烟草有多坏并不能帮助他们抵制烟草的普遍性, 烟草公司做的广告上误导的图像的目标是针对这些年轻人,警告的标签也是不起任何作用的。

  • Children are better informed than ever before about the hazards of tobacco use, yet the number of children starting to smoke is on the rise.
  • 和从前相比,孩子们受到更多的关于吸烟危害的警告,然而,开始吸烟的数字依然在增长。
  • Statistics now show that facts and information can't begin to compete with the persuasive imagery employed by the tobacco industry.
  • 现在的统计表明,在和烟草工业所雇佣的具有说服力的图象的较量中,我们所揭露的现实和警告已日渐下风

. Information may influence what we think, but it is imagery that kindles desire, and desire determines behavior.

警告或许可以影响我们的想法,但煽动起吸烟欲望的是那些图象,而欲望则决定了行动。

Trying to counter the tobacco industry's seductive imagery with information is like trying to put out a forest fire by reciting the list of items that we'll need to do the job.
试图用警告和烟草工业那些诱人的图象较量,就好象是靠叙述我们所要做的工作的清单条目来扑灭森林大火一样的,毫无作用。

We can't solve a right brain problem with a left-brain tool.

我们没办法用左脑的工具来解决右脑的问题。

We need the right tool for the right job! We need to fight fire with fire...

我们需要合适的工具来做相应的工作。

Fight images with images...

用图象来和图象作斗争。

powerful images that expose the whole tobacco mystique and the disastrous effect that it's having worldwide.

用有力的图片 来揭露整个烟草的 神秘性和对世界的惨痛的恶果


While The BADvertising imagery reveals and disempowers things that we don't want, like large corporations deceiving little children into deadly addictions, the BADvertising process kindles a desire for the things that we do want...like truth, honesty, compassion, justice, and a healthy future.

在反面广告的图象揭露我们不想要的东西,比如大公司欺骗小孩子进行致命的吸烟行动。我们反面广告还同时煽动起一种对我们想要的东西的欲望,比如真理,诚实,同情,公正和健康的未来。

  • Warnings are often forgotten, and lecturing seldom gets through.
  • 警告经常被忘记,而谴责从来都行不通。

When the truth is too painful to confront head-on, a little humor goes a long way!

当用真理正面对抗太痛苦时,小小的幽默则可发挥很大的作用。

 

 
Brought to you by
The BADvertising Institute
© 1995, 2000, 2005 Bonnie Vierthaler