給女人寫(xiě)文案很簡(jiǎn)單。

因?yàn)槲覀兩磉呌袩o(wú)數(shù)的女人可以去觀察和了解。

但是給時(shí)尚的女人寫(xiě)文案，要寫(xiě)到她們心里，很難。

作為一個(gè)奢侈品，你無(wú)法過(guò)重的去描述產(chǎn)品的功能，那是大眾產(chǎn)品該做的。你需要營(yíng)造一種讓女人看了為之著迷的氛圍，寫(xiě)出讓她們看后深深認(rèn)同，并不斷引用的文案。

如同香奈兒，產(chǎn)品迷人，文案更性感。

I wear nothing but a few drops of Chanel No.5.

瑪麗蓮夢(mèng)露所說(shuō)：“我什么都不穿，除了幾滴香奈兒5號(hào)。”

Everywoman alive wants Chanel No.5.

每一個(gè)女人活著都渴望有一款香奈兒五號(hào)。

Fashion passes, style remains.

潮流會(huì)過(guò)時(shí)，但品味不會(huì)。

Don't spend time beating on a wall,

hoping to transform it into a door.

不要花時(shí)間去敲一堵墻，期望它能變成一扇門(mén)。

In order to be irreplaceable,

one must always be different.

想要無(wú)可取代，你必須時(shí)刻與眾不同。

Look for the woman in the dress.

It there is no woman, there is no dress.

尋找這樣穿衣的女人：

如果沒(méi)有她，衣服就會(huì)失去意義。

Some people think luxury is the opposite of poverty.

It is not. It is the opposite of vulgarity.

有人認(rèn)為奢侈的反義詞是貧窮。

不。奢侈的反義詞是粗俗。

Innovation! One cannot be forever innovating.

I want to create classics.

創(chuàng)新!人不能永遠(yuǎn)創(chuàng)新。我想做的是創(chuàng)造經(jīng)典。

I love luxury. And luxury lies not in richness and ornateness but in the absence of vulgarity.Vulgarity is the ugliest word in our language. I stay in the game to fight it.

我愛(ài)奢侈。奢侈并不意味著貴重與華麗，奢侈就是屏除粗俗。

粗俗是我們語(yǔ)言中最丑陋的一個(gè)詞。我的工作就是為了對(duì)抗粗俗。

“Where should one use perfume?" a young woman asked.

"Wherever one wants to be kissed," I said.

“我應(yīng)該把香水擦在何處?”一位年輕的女性問(wèn)我。

我說(shuō)：“擦在你想被親吻的地方”。

Dress shabbily and they remember the dress;dress impeccably and they remember the woman.

衣衫襤褸，人們會(huì)記住衣服;穿著完美，人們會(huì)記住衣服里的女人。

A girl should be two things: classy and fabulous.

女孩應(yīng)該做到兩件事：漂亮并且光彩奪目。

I don't understand how a woman can leave the house without fixing

herself up a little - if only out of politeness.And then, you never know, maybe that's the day she has a date with destiny.And it's best to be as pretty as possible for destiny.

我無(wú)法理解一個(gè)女人怎么可以毫不修飾就走出家門(mén)，哪怕是出于禮貌。而且，你很難預(yù)料，萬(wàn)一她那天遇到自己的真命天子呢。

為了真命天子，總是越美麗越好。

Fashion is made to become unfashionable.

時(shí)尚的創(chuàng)造，就是為了過(guò)時(shí)。

There is no time for cut-and-dried monotony.

There is time for work. And time for love.

That leaves no other time.

沒(méi)有時(shí)間做一成不變的事情。

工作需要時(shí)間，愛(ài)情需要時(shí)間，就沒(méi)有時(shí)間做其他了。

Luxury must be comfortable,

otherwise it is not luxury.

奢侈就必須舒適，否則就不是奢侈。

A woman who doesn't wear perfume has no future.

不用香水的女人沒(méi)有未來(lái)。

Success is often achieved by those

who don't know that failure is inevitable.

取得成功的人，

往往不知道失敗是無(wú)法避免的。

The best colour in the whole world,

is the one that looks good, on you!

最適合你的顏色，才是世界上最美的顏色。

曾經(jīng)以為很資深的廣告前輩跟我講，很多時(shí)候一則廣告不需要太多具體的東西，可以沒(méi)有故事，沒(méi)有具象的東西依托……只需要掌握好它的調(diào)性，尤其是對(duì)奢侈品的調(diào)性。

如果說(shuō)寫(xiě)文字需要功底，想創(chuàng)意需要頭腦，做方案需要邏輯，那么調(diào)性——需要一個(gè)廣告人的閱歷、品味、審美和智慧。

那么，盡你所能，去感受和表達(dá)一個(gè)品牌的調(diào)性吧。