最新劳斯莱斯汽车的广告文案.doc

最新劳斯莱斯汽车的广告文案劳斯莱斯汽车的广告文案大卫·奥格威"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"1. "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock," reports the Technical Editor of THE MOTOR. The silence of the engine is uncanny. Three mufflers tune out sound frequencies -- acoustically. 2. Every Tool-Royce engine is run for seven hours at full throttle before installation, and each car is test-driven for hundreds of miles over varying road surfaces. 3. The Rolls-Royce is designed as an owner-driven car. It is eighteen inches shorter than the largest domestic cars. 4. The car has power steering, power brakes and automatic gear-shift. It is very easy to drive and to park. No chauffeur required. 5. There is no metal-to-metal contact between the body of the car and the chassis frame -- except for the speedometer drive. The entire body is insulated and under-sealed. 6. The finished car spends a week in the final test-shop, being fine-tuned. Here it it subjected to ninety-eight separate ordeals. For example, the engineers use a stethoscope to listen for axle--whine. 7. The Rolls-Royce is guaranteed for three years. With a new network of dealers and parts-depots from Coast to Coast, service is no longer any problem. 8. The famous Rolls-Royce radiator has never been changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed from red to black. 9. The coachwork is given five coats of primer paint, and hand rubbed between each coat, before fourteen coats of finishing paint go on. 10. By moving a switch on the steering column, you can adjust the shock-absorbers to suit road conditions. (The lack of fatigue in driving this car is remarkable.) 11. Another switch defrosts the rear window, by heating a network of 1360 invisible wires in the glass. There are two separate ventilating systems, so that you can ride in comfort with all the windows closed. Air conditioning is optional. 12. The seats are upholstered with eight hides of English leather -- enough to make 128 pairs of soft shoes. 13. A picnic table, venerered in French walnut, slides out from under the dash. Two more swing out behind the front seats. 14. You can get such optional extras as an Espresso coffee-making machine, a bed, hot and cold water for washing, an electric razor.15. You can lubricate the entire chassis by simply pushing a pedal from the driver's seat. A gauge on the dash shows the level of oil in the crankcase. 16. Gasoline comsumption is remarkably low and there is no need to use premium gas; a happy economy. 17. There are two separate systems of power brakes, hydraulic and mechanical. The Rolls-Royce is a very safe car -- and also a very lively car. It cruises serenely at eighty-five. Top speed is in excess of 100 m.p.h. 18. Rolls-Royce engineers make periodic visits to inspect owners' motor cars and advise on service. 19.The Bentley is made by Rolls-Royce. Except for the radiators, they are identical motor cars, manufactured by the same engineers in the same works. The Bentley costs $300 less, because its radiator is simpler to make. People who feel diffident about driving a Rolls-Royce can buy a Bentley.PRICE. The car illustrated in this advertisment -- f.o.b. primcipal port of entry -- costs $13,550. If you would like the rewarding experience of driving a Rolls-Royce or Bentley, get in touch with our dealer. His name is on the bottom of this page. Rolls-Royce Inc., 10 Rockefeller Plaza, New York, N.Y.标题：“这辆新型‘劳斯莱斯’在时速60英里时，最大闹声是来自电钟。

〞    小标题：“什么原因使‘劳斯莱斯’成为世界上最好的车子?一位知名的‘劳斯莱斯’ 工程师说：‘说穿了，根本没有什么真正的戏法——这只不过是耐心地注意到细节’〞    在广告文案上，奥格威洋洋洒洒地陈述了有关“劳斯莱斯〞车的细节    文案很长，共用了794个英文单词：    1.行车技术主编报告：“在时速60英里时，最大 闹声是来自电钟引擎是出奇的寂静3个消音装置把声音的频率在听觉上拔掉〞    2.每个引擎都在安装前以最大的气门开足7小时，每辆车子都在各种不同的路面上试车 数百英里    3.劳斯莱斯是为车主自己驾驶而设计的，比国内制造的最大型车小18英寸    4.有机动方向盘，机动刹车及自动排档，极易驾驶与停车    5.除驾驶速度计外，车身与底盘之间互相无金属衔接整个车身都加以封闭绝缘    6.完成的车子要在最后测试，必定经过一个星期的精密调整    7.“劳斯莱斯〞保用3年从东岸到西岸的经销网零件站，使效劳不再有任何麻烦    8.著名的“劳斯莱斯〞引擎冷却器除了1933年享利·莱斯去世时把红色的姓名第一个字 母RR改为黑色外，从来没更改正别的地方    9.汽车车身设计制造，在全部14层油漆完成之前，先涂5层底漆，然后每次都用人工磨 光。

    10.移动方向盘柱上的开关，你就能够调整减震器以适应路面状况    11.后车窗有除霜开关，控制着由1360条看不见的玻璃中的热线网备有两套通风系统 ，可以在车内随意关闭全部车窗而调节空气以求舒适    12.座位垫面由8张英国牛皮制成    13.镶贴胡桃木的野餐桌，可从仪器板下拉出，有两个座可以从前座扣后施转出来    14.你可以有以下随意选择：做浓咖啡的装置、 自动记录器、床等    15.通过驾驶座下的橡板，可以使整个车盘加上润滑油，并可指示出曲轴箱中机油的存 量    16.汽油耗油低    17.有两种不同传统的机动刹车：水力制动器与机械制动器，非常平安灵活    18.“劳斯莱斯〞的工程师们定期访问检修车主的汽车，提供效劳    19.“班特利〞是“劳斯莱斯〞所造降引擎冷却器外完全一样因其引擎冷却器制造 较为 简单，所以廉价300美元对驾驶“劳斯莱斯〞感觉没有信心的人士可买一辆“班特利〞     价格：在主要港口岸边交货——13550美元    假设你想得到驾驶“劳斯莱斯〞或“班特利〞的愉快经验，请与我们的经销商联系他 的名号写于本页底端    劳斯莱斯公司纽约洛克菲勒广场10号。