BADvertising is the act of "doctoring-up" misleading ads to create a more accurate picture. By superimposing an honest image over a dishonest ad, the truth of the matter becomes very clear.

BADvertising 是刮除掉误导人的广告的外衣，制作一个更准确图片的行动

The BADvertising images answer the question:

BADvertising 的图片回答了这个问题

"What would this ad look like if it were really telling the truth?"

这个广告如果讲述真相会是什么呢？

The act of BADvertising can be accomplished by: Physically cutting and pasting the ads

BADvertising 行动可以通过这些来完成：用剪刀剪切、粘贴广告

Manipulating the images on a computer screen or

在电脑屏幕上处理图片

Correcting the images in your own mind every time you see a deceptive or misleading ad.

每当你看到一个欺骗性或误导性的广告的时候，在你的脑海里纠正这些图片

While many products and their advertisers are willfully misleading the public with deliberately deceptive advertising, no deception is currently more blatant that of the tobacco industry--- and nowhere are the consequences so deadly! The BADvertising Institute is dedicated to immunizing young people against deceitful, seductive tobacco tactics by giving them the skills for recognizing the "tobacco tricks" and mentally correcting the imagery whenever they see the ads. Ultimately, in this way, every tobacco ad becomes its own counter-ad in the eye of the beholder.

当很多产品和他们的广告深思熟虑地用欺骗性的广告蓄意地误导公众时，没有一种欺骗比烟草行业更普遍地令人侧目。也别的没有地方的结果像那样地致命！ BADvertising 组织致力于让年轻人对欺诈的诱惑的烟草诡计产生免疫力，通过让他们掌握识别烟草伎俩的技能，在意识上纠正他们所看到的广告给他们的误导。

NOTE: To Advertise means to make something known to the public.

注意：作广告意味着做一些事情让公众知道。

For ease of discussion, an "ad" here includes any image, item, action, concept, or gimmick used to promote, market or make us think favorably about a product or about smoking in general, regardless of the medium. This includes:

这儿的广告包含一些图像、项目、行为、观念或诀窍，用来提升、推销或让我们顺利地思考一个产品或抽烟大体上的情况，不考虑媒体如何报道。这包括：

Ads on billboards and in magazines

广告在广告牌上和杂志上

Brand names and logos on racing cars （ CARD ） , cocktail napkins, personal accessories, and clothing

商标和标识语在赛车上，在鸡尾酒餐巾纸、个人的装饰品和衣服上，

Smoking in movies and on TV;

吸烟在电视节目里，在电影里

Free cigarettes and give-aways in the bars;

免费香烟和样品在酒吧里

So-called public service ads;

所谓的公众的服务广告，

Activities by "front groups";

前线团体组织的活动

Gifts to schools, hospitals, arts groups, and other charities;

给学校、医院、艺术群体和其他一些慈善团体的赠品。

Lobbying activities;

Partnering with otherwise respectable companies

Funding and promoting junk science;

Corporate positioning; etc.

游说议员的活动，

与其他有名望的公司合伙

投资和促进“垃圾科学”

共同的定位，等等

BADvertising is Truth through contradiction

BADvertising 是通过反驳来显示真相

Cigarette advertisers will never tell the truth...they can't. Instead, they promise us pleasure, fun, status, and glamour, and their idyllic images are accepted as a given; they are urban wallpaper. We see them; we do not question them.

香烟广告从来没有讲真话 --- 他们不能。相反，他们许诺我们快乐、娱乐、身份、魅力，他们生动逼真的图像作为已知事物被接受。他们如市内的壁纸，我们看见他们，但我们没有怀疑他们。

"Seeing is believing," we are told, but advertisements are created and composed, they are not candid photographs of real life. Children are exposed to these false images from the cradle, but the process through which the ads come into being is not visible to the eye of a small child...or any of us! The "smooth" camel is apparently enjoying his smoke. He's real. He's out there. He's having fun. TV and movies are creating the illusion that smoking is an acceptable activity and everybody's doing it. Children have no idea who's being paid or pressured to give them these ideas. Without some kind of rude awakening, they grow up to be oblivious, complacent, addicted adults.

相信所看见的，人们这样告诉我们。但广告是具有创造性和组合性的，他们不像真实生活中的照片那样毫无偏见。孩子们从他们在摇篮里就被置身于这些错误的图像中，但是这些广告如何形成的整个过程，孩子们的眼睛并没有看见。他不在那儿，他在玩得很开心。电视和电影在制作吸烟是受欢迎的行为、每个人都吸烟的假象。孩子们不知道谁领着报酬或被施加压力给他们这些观念。如果没有某种猛烈的觉悟，他们长大后会成为健忘的，自满的、上了瘾的成年人。

The BADvertising Institute is promulgating "honest" tobacco ads. They are designed to startle. It is our contention that the young consciousness needs a little shaking-up, before we can ask the simple question, "What's really going on here?" The images are a catalyst. They work.

BADvertising 组织传播诚实的烟草广告，他们有计划的唤醒人们。我们的观点是年轻人的意识需要一些摇醒后重新组合，在这之前我们可以问这样一个简单的问题：这儿真的发生了什么事？这样的图像就是一个催化剂。他们产生这样的效应。

UPDATE: When I began my BADvertising work in l986, advertising was much different. Glamorous tobacco ads filled the magazines and billboards were everywhere. Now the billboards are illegal and the number of magazine ads has diminished. Tobacco advertising hasn't gone away, however. The tobacco companies are simply side-stepping the laws. Their tactics are becoming much more subtle and covert and more difficult for the unaware to recognize. It comes in the form of smoking in the movies, brands and logos on clothing and other everyday items, sponsorship of events from ballets to tractor pulls, corporate positioning.

更新：当我从 1986 年开始我的 BADvertising 工作的时候，广告和现在有很多不同。迷人的烟草广告充满杂志，广告牌到处都是。现在那样的广告牌是违法的，广告杂志的数目也减少了。然而，烟草广告仍然没有走开。烟草公司在和法律擦边球。他们的诡计变得更加的狡猾和隐蔽，没有意识到的人要认出它们来将更加困难。它以电影抽烟的形式出现，商标或标识语印在衣服上，或每日消息，从芭蕾舞到拖拉机牵引力竞赛的赞助事件，共同定位。

Their "public service" announcements and so-called "tobacco prevention programs" telling kids not to smoke because smoking is an adult activity, naturally have the intended backlash effect. Nobody wants to be told what to do and kids want to look like adults. And the public buys into their ruse. So the tobacco companies win twice: they get more kids to start smoking and at the same time convince the public that tobacco companies are really conscientious corporate citizens, worthy of their respect.

他们的“服务公众”宣告和所谓的“烟草预防节目”告诉小孩不要吸烟，因为吸烟是大人的行为，自然会有意地得取得了相反的效果。没有人想被人家教着应该做什么，小孩想模仿大人。公众买起烟来就中了他们的诡计。所以烟草公司获得了双赢。他们让更多的小孩开始学抽烟，同时让公众确信烟草公司是真的尽责的法人公民，值得他们的尊敬。

The forms may be more subtle today, but their intent remains the same...to seduce more young people into a lifetime addiction to tobacco and thereby increase their profits.

今天他们的形式会更狡猾，但是他们的意图仍然保持一样 --- 诱使更多的年轻人终生迷上烟瘾，因此能为他们创造利润。

The BADvertising process continues to give visual form to the truth behind deceitful advertising tactics.

BADvertising 进程就是继续给欺诈广告伎俩背后的真相一个栩栩如生的形状。