​Scientific Advertising by Claude Hopkins ，it was first published in 192

 

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Scientific Advertising by Claude Hopkins ，it was first published in 1923.克劳德·霍普金斯的《科学的广告》，1923年首版CHAPTER ONE。

第一章How Advertising Laws AreEstablished广告的原则是如何确立起来的？The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonablyexact. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proved and established. We know what is most effective, and we act on basiclaws.

从一定意义上讲，广告作为一门科学的时代已然来临它源于固定的原则，并且相当精确对原因和影响进行了具体分析，直到它们得到很好的理解正确的程序方法已经得到证明和确立我们知道什么才是最有效的，我们可以按照基本原则行事。

Advertising, once a gamble, has thus become, under able direction,one of the safest of business ventures. Certainly no other enterprisewith comparable possibilities need involve so little risk.

广告宣传在过去被看着是赌博一般，在今天通过专业的指导，它已经成为最安全的行当之一可以这么讲，由于它面临这么低风险的条件，没有其他行业能够和它相比Therefore this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to established fundamentals. If we enter any realms of uncertainty we shall carefully denote them.。

因此，本书所论述的不是理论和观点，而是经过充分证明的原理和事实它是为学生编写的教科书，也是广告人的生存指南每一个观点都经过了详细字斟句酌这本书只讲已确立的基本原理和框架如果涉及某个不确定的领域，我们都已经留心标注出来。

The present status of advertising is due to many reasons. Much national advertising has long been handled by large organizations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared thousands of plans and ideas. The results have been watched and recorded, so no lessons have been lost.

广告行业在今天能够拥有一席之地是由许多原因促成的全国性的广告长期以来都是由大型广告公司来处理的如此多的广告企业，在他们众多的广告宣传活动中，已经测试和比较了数以万计的方案和创意广告效果已经它们甄别和记录，并且留下了宝贵的经验和教训。

Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising.Working in co-operation, learning from each other and from each new undertaking, some of these men develop into masters.

这些广告公司一般会雇佣一批高等级的广告人才，没有才干并且经验并不丰富的人，通常不会有机会参与全国性广告的案子这其中很多人互相合作，从对方和每一次新的广告宣传中学习，在这一过程中有些人成长为这个领域大师Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organizations equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods.

员工可能来来去去四处流动，但他们留下了成果和想法这些将成为企业财富的一部分，并对所有后来的人起到了指导作用因此，几十年的过程中，这样的代理机构变成了广告经验的宝库，这些经验和知识是经过检验的原则和方法The larger agencies also come into intimate contact with experts inevery department of business. Their clients are usually dominatingconcerns. So they see the results of countless methods and policies.They become a clearing house for everything pertaining to merchandising. Nearly every selling question which arises inbusiness is accurately answered by many experiences.

大型广告机构还与来自商界众多领域的专业人士保持密切接触他们的客户通常都是各个行业的企业大牛所以他们能够见证无数方法和策略的效果他们逐步成为与商品销售相关的信息交流中心几乎每一个在商业经营中出现的销售问题，都可以通过许多过去积累的经验中得以找到最佳答案。

Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.

在这些因素的推动下，广告和营销变成了一门精确的科学具体行动的方向都有路线图有了精确的知识指南， 这为我们找到了通往任何目的地的最简短、最可靠、最便宜的路线We learn the principles and prove them by repeated tests. This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare one way with many others, backward and forward, and record the results. When one method invariably proves best, that method becomes a fixed principle.。

我们通过反复测试来验证这些原则通过跟踪广告效果的方式来操作完成，事前主要使用优惠券上植入广告的办法，我们将各种方法进行比较，并且比较正面和负面的不同反馈，同时记录评估结果通常某种方法总是屡试不爽时，接下来该方法就成为了一个确定的原则。

Mail order advertising is traced down to the fraction of a penny. The cost per reply and cost per dollar of sale show up with utterexactness.

对待邮购广告的效益可以追踪到每一分毫单条回复的成本和每花销一美元的销售成本能够完全精确地计算或展示出来One ad is compared with another, one method with another.Headlines, settings, sizes, arguments and pictures are compared. To reduce the cost of results even one per cent means much in some mail order advertising. So no guesswork is permitted. One must know what is best. Thus mail order advertising first established many of our basic laws.。

我们将一则广告与另一则广告进行比较，一种方法与另一种方法进行对比比如，版面标题、设置、大小、论点和图片都可以进行比对即使降低百分之一的成本，整体上也是节省大量的花销，特别是在某些邮购广告中意味着数额是巨大的。

因此，我们不允许靠猜测行事我们必须知道哪种方法是最棒的如此这般，邮购广告首先得以建立了许多基本法则In lines where direct returns are impossible we compare one town with another. Scores of methods may be compared in this way, measured by cost of sales.

在那些无法直观得到反馈的广告中，我们将以比如以城市单位进行比对通过这种方式，我们可以比较多种维度，不过主要根据销售成本进行衡量，非常实用But the most common way is by use of the coupon. We offer a sample, a book, a free package or something to induce direct replies. Thus we learn the amount of action which each ad engenders.。

但最常见的方式是使用优惠券我们提供试用样品、宣传画册、免费装或其他方式来吸引直观反馈因此，我们可以了解每个广告产生的反馈数据But those figures are not final. One ad may bring too many worthless replies, another replies that are valuable. So our final conclusions are always based on cost per customer or cost per dollar of sale.。

但这些数据不是最终要采用的某一广告可能会带来很多毫无意义的反馈，而另一广告可能会带来有价值的反馈因此，我们最后的结论总是基于每个客户或每笔销售额的成本These coupon plans are dealt with further in the chapter on "Test Campaigns." Here we explain only how we employ them to discover advertising principles.。

这些优惠券计划在“试用广告方式”一章中有更详细的介绍在这里，我们只解释我们如何利用它们来发现广告的奥秘In a large agency coupon returns are watched and recorded on hundreds of different lines. In a single line they are sometimes recorded on thousands of separate ads. Thus we test everything pertaining to advertising. We answer nearly every possible question by multitudinous traced returns.。

在一个大型广告宣传公司中，优惠券的反馈记录，需要数百个不同的产品类别意义记录和比对，就说单项产品，有时就需要得出出上千个广告的数据因此，我们测试所有与广告相关的方面我们通过众多的追踪反馈，我们就可以应付大多数通常可能面临的问题。

Some things we learn in this way apply only to particular lines. But even those supply basic principles for analogous undertakings.

我们通过刚才这种方式得以积累的经验，也许只适用于特定的行业或者产品，无论如何，这些内容也提供了众多类似业务的基本原则Others apply to all lines. They become fundamentals for advertising in general. They are universally applied. No wise advertiser will ever depart from those unvarying laws.。

另一些经验则适用于所有行业它们成为一般广告的基本原理它们被普遍应用没有哪个聪明的广告商会偏离这些不变的规律We propose in this book to deal with those fundamentals, those universal principles. To teach only established technic. There is that technic in advertising, as in all art, science and mechanics. And it is, as in all lines, a basic essential.。

我们将在这本书中，探讨广告行业的基本原理和通用规律，这些普遍适用的原则我们需要传授行业技术广告业当中存在着的这种科学的技巧，就像在所有艺术、科学和机械领域一样就像在所有行业一样，这是一种基本不可或缺的要素。

The lack of those fundamentals has been the main trouble with advertising of the past. Each worker was a law to himself. All previous knowledge, all progress in the line, was a closed book to him. It was like a man trying to build a modern locomotive without first ascertaining what others had done. It was like a Columbus starting out to find an undiscovered land.

缺乏这些基本知识积累是过去广告业的主要问题每个从业人都是按照他自己方式行事之前的所有知识积累，所有的进步阶梯，对他来说都是一本没有打开过的书这就像一个人准备建造一台现代化的火车，却没有首先研究前人积累过什么成果做了到了什么程度。

这就像哥伦布远航寻找未曾到过大陆一般艰难Men were guided by whims and fancies—vagrant, changing breezes. They rarely arrived at their port. When they did—by accident—it was by a long roundabout course.

人们被各种一时兴起的奇思妙想所引导——流浪者一般毫无章法，做事方法变来变去随风摇摆他们很少能够抵达目的地即便偶然侥幸能够做到，也是注定要走好多弯路Each early mariner in this sea mapped his own separate course. There were no charts to guide him. Not a lighthouse marked a harbor, not a buoy showed a reef. The wrecks were unrecorded, so countless ventures came to grief on the same rocks and shoals.。

早期的广告行业打拼的人们就像远航的水手，没有路线图没有航海图可以指引他没有灯塔指明港口，没有浮标暗礁警示没有过往历史上的种种记录，所以无数冒险家在同样的暗礁和浅滩上频频遭遇厄运Advertising was then a gamble—a speculation of the rashest sort. One mans guess on the proper course was as likely to be as good as anothers. There were no safe pilots, because few sailed the same course twice.。

当时广告是一场赌博，是最冒险的投机一个人对正确方向的猜测，和另一个人的猜测一样都是随机的靠运气的因为很少有人走出相同的路线，所以完全没有正确的航向That condition has been corrected. Now the only uncertainties pertain to people and to products, not to methods. It is hard to measure human idiosyncrasies, the preferences and prejudices, the likes and dislikes that exist. We cannot say that an article will be popular, but we know how to find out very quickly. We do know how to sell it in the most effective way.。

当然那种情况在现在的广告行业已经得到了纠正现在唯一的不确定性与人和产品有关，而不是方法衡量人们的习俗和癖好、好恶和偏见是最难以确定的我们不能起初就断言说一件商品会很受欢迎，但我们知道如何迅速找出答案我们知道如何以最有效的方式销售它。

Ventures may fail, but the failures are not disasters. Losses, when they occur, are but trifling. And the causes are factors which have nothing to do with the advertising.

冒着风险开创事业可能会遭遇失败，不过如果有科学方法的指引，即使出现失败也不是毁灭性的即使发生什么损失的，也只是微不足道而且导致失败的原因通常和广告无关Advertising has flourished under these new conditions. It has multiplied in volume, in prestige and respect. The perils have been almost eliminated. The results have increased many fold. Just because the gamble has become a science, the speculation a very conservative business.。

广告在这些新条件下蓬勃发展它的规模、声势和受尊敬的程度都大幅增加行业的风险已经基本消除广告服务的效果增加了无数倍过往的赌博变成了一门科学，过往的投机变成了非常有保障的事业These facts should be recognized by all. This is no proper field for sophistry or theory, or for any other will-o-the-wisp. The blind leading the blind is ridiculous. It is pitiful in a field with such vast possibilities. Success is a rarity, maximum success an impossibility, unless one is guided by laws as immutable as the law of gravitation.。

所有人都应该认识到这些事实这不是一个适合诡辩或奇谈怪论惶惶然坐而论道的领域，也不适合任何其他的幻想问道于盲是可笑的，尤其在这样一个有巨大可能性的行业领域中，这么做是可悲的取得成功是不容易的，巨大的可持续的成功更是难上加难，除非我们遵循类似万有引力一般的不变法则。

So our main purpose here is to set down those laws, and to tell you how to prove them for yourself. After them come a myriad variations. No two advertising campaigns are ever conducted on lines that are identical. Individuality is an essential. Imitation is a reproach. But those variable things which depend on ingenuity have no place in a text book on advertising. This is for ground-work only.

所以我们在这里的主要目的是列出这些法则，告诉你如何亲自验证它们广告活动会有无数的变种，各式各样花样翻新可以讲没有两个广告活动是完全相同的个性天经地义，模仿万劫不复，这听上去像那么回事儿，可是实际上那些依赖于独创性的所谓灵光一现的创意在广告教材中并没有多少立足之地。

教材中记录着更多的是最基础最通用普适的原则Our hope is to foster advertising through a better understanding. To place it on a business basis. To have it recognized as among the safest, surest ventures which lead to large returns.

我们的希望是通过让人们更好的理解广告业来促进行业的发展从行业发展的角度，让人们认识到广告是最安全、最可靠的创业方式之一，是能够带来丰厚的回报的行业Thousands of conspicuous successes show its possibilities. Their variety points out its almost unlimited scope. Yet thousands who need it—who can never attain their deserts without it—still look upon its accomplishments as somewhat accidental.。

成千上万的辉煌案例的成功展示了广告的潜力案列的多样性表明了广告业大有可为的前景然而，成千上万需要广告的人，如果他们没有广告永远无法达到他们目前的成就，却仍然认为广告的成功完全是偶然或者运气That was so, but it is not so now. We hope that this book will throw some new lights on the subject.。

以前确实是这样子，但是新时代已然来临。我们希望这本书能给这个问题带来全新的认知和视野。持续连载

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