可口可乐广告机的一些事情

matchbox文化 · 发表于 2020-08-12 17:30:23

The Zippo lighter is an ordinary recangular chrome box, 56mm high and38mm wide. It is the perfect size to fit in one's hand, yet is not too small to bear letters or pictures. In fact, it is the perfect size for just that purpose.
Zippo打火机是一个普通的矩形镀铬盒，高56毫米，宽38毫米。这是一个完美的大小适合一个人的手，但不太小，以容纳字母或图片。事实上，正是这个目的的完美尺寸。

Take the Coca-Cola Zippo, for in tising art, complete with the Coca-Cola logo and a picture of a Coke bottle. A person who smokes reaches for that lighter often and sees Coca-Cola ever time. And because Zippo is a durable roduct with a lifetime guarantee, the user carries It eve rywhere- for years, perhaps. As an advertising medium, there are few objects that are superior to a Zippo lighter

以可口可乐Zippo为例，这是一种艺术，上面有可口可乐的商标和一个可乐瓶的图片。一个抽烟的人经常伸手去拿打火机，而且每次都能看到可口可乐。而且由于Zippo是一款耐用的产品，而且终身保修，所以用户可以随身携带它，可能会持续数年。作为一种广告媒介，很少有比Zippo打火机更好的东西

In 1935， upon seeing a lighter with the Kendall logo, used for corporate advertising, President Blaisdell knew intui tively that a powerful marketing opportunity existed in his lighter. Zippo's sales efforts had concentrated on retail shops up to that point, but Blaisdell recognized an unexpected potential. Soon, Zippo roduced a pamphlet aimed at corporations entitled“ Vest Pocket Contact”

1935年，当看到一个印有肯德尔标志的打火机用于企业广告时，布雷斯代直觉地意识到，他的打火机存在着强大的营销机会。Zippo的销售工作一直集中在零售店，但布雷斯代发现了一个意想不到的潜力。很快，Zippo制作了一本针对公司的小册子，名为“背心口袋接触”

Place a Zippo in his vest pocket and let it sell for you
Think how much it would mean if you could be the constant companion of every customer and prospect for your product. If you could be with him at work… at home… at meals. and during his leisure moments. Naturally this would greatly increase your sales and forestall the bid of competitors

在他的背心口袋里放一个Zippo，让它卖给你
想一想，如果你能成为每一位顾客和你产品的潜在顾客的忠实伴侣，那将意味着什么。如果你能和他一起工作…在家…吃饭。在他闲暇的时候。当然，这将大大增加你的销售和抢先竞争对手的出价

"While such a program is physically impossible.. you can make constant vest pocket contacts with ZIPPO. Estimate how many times a day the average man reaches for a light. Put a Zippo Lighter in his pocket.. and each light becomes a worth-while contact for you

“尽管这样的程序实际上是不可能的。
你可以使背心口袋与ZIPPO经常接触。估计一个普通人一天要打几次火。在他的口袋里放一个Zippo打火机..每次点火对您来说都是很有价值的联系

Unlike many other promotional gifts.. Zippo never strays away frdm the man you give it to. It is his personal prop erty... as much a part of him as his watch Once he has used a Zippo he will not be withe lout it. for Zippo never fails. It will light his pipe... cigarette or cigar..In any wind... carries a 10-day supply of fuel operates with one hand . one has an unqualified guarantee

不像其他的促销礼物…Zippo绝不会在你给它的人面前溜掉。这是他的私人道具…就像他的手表一样，一旦他使用了Zippo，他就不会失去它。因为Zippo从未失败过。它将点燃他的烟斗……香烟或雪茄……在任何风……携带10天的燃料供应。。单手操作。无条件担保。

And so Zippo became the vest pocket salesman, initially bearing a metal logo. From around 1956， a chemical etch ing method, which permitted the creation of complex and colorful designs, was adopted. Today, Zippo lighters used for corporate advertising hold a 40%o share of the companys total product sales

于是，Zippo成了背心口袋推销员，最初有一个金属标志。从1956年左右开始，一种化学蚀刻法被采用，这种方法可以创造出复杂多彩的图案。如今，用于企业广告的Zippo打火机占公司产品总销售额的40%

Zippo lighters were used not just for corporate advertising, various types of marks and designs have been depicted on Zippos. These include designs from for example, the military, universities sports teams, airplanes, tourist spot pular comic characters. There are few items matching this kind of exposure as a

Zippo打火机不仅用于企业广告，而且在Zippos上还描绘了各种类型的标记和设计。这些包括设计，例如，军队，大学运动队，飞机，旅游景点平民漫画人物。很少有项目能与这种曝光相匹配

regularly used, portable advertising medium - a “canvas” expressing a corporate message, unity, memories, pride, or individual style.
经常使用的便携式广告媒介——一种表达公司信息、团结、记忆、自豪感或个人风格的“画布”。

Corporate novelty and commemo rative lighters were produced only in limited numbers； some antique lighters are those of companies no longer in ex-istence, or bear old logos, suggesting a chapter in the history of certain corpora tions. There are instances where a com-pany stopped the distributing of Zippo lighters because of the anti-smoking movement,as in the case of Disney. What excites Zippo collectors is this scarcity

公司新奇和普通打火机的生产数量有限；一些古董打火机是那些已经不存在的公司的打火机，或者带有旧的标志，这表明某些公司的历史上有一个篇章。有些公司因为禁烟运动停止了Zippo打火机的销售，比如迪斯尼公司。令Zippo收藏家兴奋的是这种稀缺性

There is a document in Zippo's archives, entitled Memory. It appears to have been sent to corporations, and concerns repetition and memory

在Zippo的档案中有一个文件，名为“记忆”。它似乎是发给公司的，涉及重复和记忆

To paraphrase the basic idea presented in the document； Professor Herman Ebbinghaus' memory curve shows that a Message read or heard several times a day for eight days is virtually memorized. At the end of 30 days. the Memory retains 90% of the Message. A Message read or heard only once is 64%forgotten in 24 hours, and is practically out of mind in 30 days. Meet a man just once, and you' re likely to forget him. See him four or five times within a week and his name will be well known to you Memory is like that. And it's one（but only one）of the reasons why- Your Message-Your Trademark -on a Zippo will make your message remembered 20 times per day for many years. The average Zippo user will light his or her Zippo over 73,000 times and will be reminded consequently of you at an investment almost too small to figure

为了解释文件中的基本观点，赫尔曼·艾宾豪斯教授的记忆曲线表明，一条每天读或听到几次、持续8天的信息实际上是被记住的。30天后。内存保留90%的信息。一条消息只读一次或听一次，64%的人会在24小时内忘记，而实际上在30天内就忘记了。只要遇到一个男人一次，你很可能就会忘记他。一周之内见他四五次，他的名字就会为你所熟知，记忆就是这样。这也是为什么（但只是其中一个）原因——你在Zippo上的信息——你的商标——会让你的信息在很多年里每天被记住20次。一般的Zippo用户会点亮他或她的Zippo超过73000次，并因此而被提示到您一笔几乎很小的投资（个人理解：你投资做了广告机，在用户使用zippo的过程中会带给你的公司很多次展现到别人眼前的机会，而对于此你只是付出了一笔很小的投资）

Today, through technological advancement. Zippo s canvas can incor-porate any complex illustration. Just like the rare antique Zippo lighters, future Zi ipos, too, should not be missed The Zippo modeled in the image of a Coca-Cola bottle shown here was made by the Wichita Coca-Cola Bottling Co to celebrate its 50th anniversary. The detailed realism of the small bottle lends this lighter a very special aspect. The bottle seems real enough to tempt a person to pick up the lighter, so precise is the workmanship, right down to the Coca-Cola logo.

今天，通过技术进步。Zippo的画布（可以雕刻的地方）可以融入任何复杂的插图。就像稀有的古董Zippo打火机一样，未来的zipo ipo也不应该错过，这里展示的是一个可口可乐瓶的形象，它是由威奇托可口可乐装瓶公司为庆祝其成立50周年而制作的。细致入微的现实主义的小瓶子借给这个打火机一个非常特殊的方面。瓶子看起来真的足以吸引人拿起打火机，做工如此精细，就连可口可乐的商标都有。

The carving of the front face is also painstaking work, giving the lighter the appearance of something produced by a master craftsmen It's easy to understand why the Coke Zippo is a very popular collector's item.

前脸的雕刻也是一项艰苦的工作，使打火机的外观看起来像是一位大师手工制作的东西，很容易理解为什么可乐Zippo是非常受欢迎的收藏品。

A close look at this lighter reveals how well Zippo acts as a kind of canvas.George Blaisdell certainly hoped that the windproof lighter he developed would be used all over the world, but when he first beheld the Zippo lighter with Kendall's logo, did he really foresee that this lighter held infinite possibilities as a creative medium？

仔细观察这款打火机，可以发现Zippo作为一种帆布的表现如何。乔治布雷斯代当然希望他开发的防风打火机能在全世界使用，但是当他第一次看到带有Kendall标志的Zippo打火机时，他真的预见到这种打火机作为一种创意媒介拥有无限的可能性吗

During the Second World Wat.American GIs camed Zippo with them wherever they went, all over the world.The soldiers helped spread the functional reputation of the lighter abroad, but more than just a tool, the lighter carried withit strong psychological associations-the Zippo flame was a comfort to those soldiers

在第二次世界大战期间。无论他们走到哪里，美国大兵都带着Zippo。士兵们帮助将打火机的功能名声传播到国外，但它不只是一种工具，它带来了强烈的心理联想。Zippo火焰对士兵们来说是一种安慰

the the meantime International businesses were discovering that Zippo could be an extremely effective advertising tool. and utilized it as such. thus reinforcing Zippo's other reputation as a medium for creative ideas. We will never know if these considerations ever occurred to Blaisdell

与此同时，国际企业发现Zippo可能是一个非常有效的广告工具。并以此来利用它。从而巩固了Zippo作为创意传播媒介的声誉。我们永远不会知道这些考虑是否发生在布雷斯代身上

After one starts collecting Zippos, the fascination never ceases to grow One reason is that the picture or logo imprinted on a Zippo lasts forever. Many companies change their symbols and sometimes, even their logos from time to time, the logo on a Zippo. however, remains a testimony to a long-gone era.

在开始收集Zippo的产品后，这种魅力就永远不会停止增长。原因之一是，印在Zippo上的图片或徽标会永远存在。许多公司会更改其符号，有时甚至会不时更改Zippo上的徽标。然而，这仍然是一个漫长时代的见证。

Even by limiting your collection of Zippos to company advertising during a specific era, or collecting Zippos related to a single type of industry, a collection can have endless possibilities
Blaisdell could not possibly have foreseen that Zippos would become valuable collectors' items as well.

即使是将你收集的Zippos限制在特定时代的公司广告上，或者收集与单一行业相关的Zippo，一个集合也可能有无穷的可能性
布雷斯代不可能预见到Zippo也会成为有价值的收藏品。

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