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11月6日，每四年一次的美国大选结果将揭晓，持续了数月的喧闹也将落下帷幕，又到了审视各式竞选广告是否有效的时候了。竞选者换了一茬又一茬，广告媒体空前发达，但广告手段与内容却与六十多年前没什么变化，甚至连口号都是一样的。竞选广告为什么没有进步呢？
Host: Though the sums spent on campaign ads may be 1)unprecedented and the media on which they appear may be new, their message is as old as politics. David Schwartz is chief 2)curator for New York’s Museum of the Moving Image, where he curated The Living Room Candidate, which traces campaign ads from the birth of television, starting with the 1952 campaign of Dwight Eisenhower.
We asked Schwartz for a quick retrospective of that campaign, which set the 3)template for so much that followed. For instance, in Eisenhower’s ads, he talked to real people, just like candidates do now.
David Schwartz: Of course, the people were filmed separately. They actually filmed them a day before, asked them the questions, and then they filmed 4)Ike separately in a studio reading off of big cue cards. Announcer: Eisenhower answers America.
Correspondent: General, the Democrats are telling me I never had it so good.
President Eisenhower: Can that be true, when America is billions in debt, when prices have doubled, when taxes break our backs and we are still fighting in Korea? It’s time for a change.
David: Everything goes back to Eisenhower—’cause things really haven’t changed a lot.
Host: Which brings us to the biographical ad, which apparently, is as old as campaigning itself.
David: In the beginning of a campaign, the candidate introduces themselves with an ad that sort of tells their story in one minute. So, again, Eisenhower, he had an ad showing he was from the heartland of America.
Correspondent: The man from Abilene! Out of the heartland of America, out of this small frame house in Abilene, Kansas…
David: And, actually, if you look at the Obama campaign, he also did biographical ads.
President Obama: I was raised by a single mom and my grandparents. We didn’t have much money. But they taught me values straight from the Kansas heartland where they grew up.
David: 5)Adlai Stevenson was the man from Libertyville. The Eisenhower campaign criticized that at first and they said, this is just made up, but he was actually from Libertyville. These are the feel-good ads, and then the 6)mudslinging starts. Then all the attack ads begin.
Host: Now, attack ads, that’s a category that’s so big that it’s broken down into a variety of subcategories, one of which is the backfire ad, which I thought was a new phenomenon but, as you said, it goes back to Eisenhower.
David: Adlai Stevenson did backfire ads in 1956, and they took bits and pieces of the Eisenhower commercials from ’52 and then showed how he didn’t live up to his promise.
主持人：虽然花在竞选广告上的总费用可能是空前的高，广告出现的媒介可能很新式，但它们传达的信息却如政治一样古老。戴维·施瓦茨是纽约移动影像博物馆馆长，他负责一个名为《客厅里的候选人》的展览。该展览收集了电视机面世以来的竞选广告，最早从1952年德怀特·艾森豪威尔的竞选开始。
我们请施瓦茨回顾那次被众多后来者作为范本的竞选，作一个简要的介绍。例如，在艾森豪威尔的竞选广告中，他像现在的候选人那样与真人对话。
戴维·施瓦茨：当然，那些人是被分别拍摄的。实际上，他们是在前一天先拍了那些人，向他们提出问题，然后在摄影棚单独拍摄艾森豪威尔看着大提示卡读稿的画面。播音员：艾森豪威尔回应美国人民。
男声：将军，民主党人告诉我，我的生活空前的好。
艾森豪威尔总统：当美国负债累累，当物 价成倍上涨，当税收压弯了我们的腰，而我们还在与朝鲜打仗时，这会是真的吗？是时候作出改变 了。
戴维：一切都从艾森豪威尔那时开始——因为情况并没有很大改变。
主持人：这就让我们转到传记式广告这个话题，此类广告显然有着与竞选活动一样长的历史。
戴维：在竞选之初，候选人在广告里用一分钟的时间介绍他们自己。再以艾森豪威尔为例，他有一个介绍他来自美国中心地带的广告。
男声：来自阿比林的人！从美国的中心地带走出来，从堪萨斯州阿比林的小屋走来……
戴维：其实，如果你留意一下奥巴马的竞选，就知道他也做了传记式广告。
奥巴马总统：我是由单身母亲及外祖父母抚养长大的。我们的生活并不富裕，但他们给我灌输的绝对是来自堪萨斯州中心地区的价值观，他们是在那里长大的。
戴维：阿德莱·史蒂文森来自伊利诺伊州利伯蒂维尔市，开始时艾森豪威尔的竞选团队指责他捏造事实，但事实上他的确来自利伯蒂维尔市。这种是自我感觉良好的广告。然后，互揭隐私开始，接着上场的是各种各样的攻击广告。
主持人：好了，说到攻击广告，它的种类是如此之多，以至要将它们分成几个子类别，其中之一是事与愿违的广告，我觉得这是一个新现象。但你说，这种广告也源自艾森豪威尔。
戴维：阿德莱·史蒂文森在1956年打出事与愿违的广告，他们找出艾森豪威尔在52年竞选时的一些只言片语，指出他怎样不履行诺言。
Host: Another really enduring category is the scare ad. This is the one that uses 7)ominous images to tie an opponent to a threat.
David: And that really was introduced in 1964. The most famous of all political ads was the 8)Daisy Girl ad, which just 9)juxtaposes two images. You have a little girl picking petals off of a daisy—this innocent little child cut to mushroom cloud explosions.
Host: This was a Johnson ad tying Goldwater to nuclear 10)obliteration.
David: It’s hard to do more of a vicious attack than that.
Host: You know, very few people have the perspective you have because you can see every video ad of note throughout 50 years of campaigning. And I just wonder—are they becoming more outrageous?
David: The Internet is changing things. I think now we’re seeing ads that are taking more chances because the way that an ad works on the Internet is if it’s funny and 11)provocative, it goes viral. For many years the ads sort of stayed the same. They used the same techniques and the same messages. If you were attacking a Democrat you would always say they want to raise your taxes or they’re gonna be weak on defense. And if you’re attacking the Republicans you say they don’t care about the working class, they don’t care about people. The motto, “It’s time for a change” we’ve been hearing since 1952. Ads do create a sense of expectation that always leads to disappointment. And that’s why it’s always time for a change.
Host: Give me an unsung gem.
David: Well, Tony Schwartz, who made the Daisy Girl ad, did a 12)hilarious ad in 1968 where you just see a TV set and you hear a man laughing. You know, he can’t control himself. And then he sort of chokes at the end of the ad and coughs. And the image on screen just says“Agnew for Vice President.” And I thought that was brilliant.
主持人：另一种真正长盛不衰的是恐慌类广告。这是一种用暗示的图像将对手与威胁联系在一起的手法。
戴维：这种广告真正出现是在1964年。所有这类政治广告中最著名的是那个雏菊女孩广告，这个广告将两个影像相提并论。你看到一个小女孩正在将雏菊的花瓣摘下来——这个天真无邪的小孩画面被切换成原子弹爆炸的蘑菇云。
主持人：这是当年约翰逊将戈德华特与核毁灭联系在一起的广告。
戴维：很难有比这个更恶毒的攻击了。
主持人：你知道，很少人能有你那样的视角，因为你可以看到50年以来的优秀竞选广告视频记录。我好奇的是，这些竞选广告是不是越来越离谱？
戴维：互联网正在使世界发生变化。广告在互联网上运行的方式是：如果它能做得幽默有趣而又够刺激，它就能迅速传播。因此我认为，现在我们看到的广告更冒险，很多年以来，广告可以说没有什么变化，它们使用相同的手法及构思。假如要攻击一个民主党人，就总是说他们想增加税收，或者说他们在国防方面薄弱；同样，假如要攻击共和党人，就总是说他们不关心工薪阶层，不关心人民大众。那句“是时候作出改变了”的口号，我们已经从1952年开始听到现在。广告真的能营造一种期待的感觉，又总是带来失望。这就是为什么总是说是时候改变了。
主持人：请介绍一个不为人知的广告佳作。
戴维：好的，那个雏菊女孩广告的制作者托尼·施瓦茨，在1968年做了一个搞笑广告，广告中你只看见一台电视机，并听见一个男人在笑，你知道，他不能自已地在笑，然后，在广告的最后，他好像是哽住了，在咳嗽，屏幕上的图像只显示：“副总统阿格纽”。我认为这是一个超级棒的广告。
翻译：Wendy
Host: Though the sums spent on campaign ads may be 1)unprecedented and the media on which they appear may be new, their message is as old as politics. David Schwartz is chief 2)curator for New York’s Museum of the Moving Image, where he curated The Living Room Candidate, which traces campaign ads from the birth of television, starting with the 1952 campaign of Dwight Eisenhower.
We asked Schwartz for a quick retrospective of that campaign, which set the 3)template for so much that followed. For instance, in Eisenhower’s ads, he talked to real people, just like candidates do now.
David Schwartz: Of course, the people were filmed separately. They actually filmed them a day before, asked them the questions, and then they filmed 4)Ike separately in a studio reading off of big cue cards. Announcer: Eisenhower answers America.
Correspondent: General, the Democrats are telling me I never had it so good.
President Eisenhower: Can that be true, when America is billions in debt, when prices have doubled, when taxes break our backs and we are still fighting in Korea? It’s time for a change.
David: Everything goes back to Eisenhower—’cause things really haven’t changed a lot.
Host: Which brings us to the biographical ad, which apparently, is as old as campaigning itself.
David: In the beginning of a campaign, the candidate introduces themselves with an ad that sort of tells their story in one minute. So, again, Eisenhower, he had an ad showing he was from the heartland of America.
Correspondent: The man from Abilene! Out of the heartland of America, out of this small frame house in Abilene, Kansas…
David: And, actually, if you look at the Obama campaign, he also did biographical ads.
President Obama: I was raised by a single mom and my grandparents. We didn’t have much money. But they taught me values straight from the Kansas heartland where they grew up.
David: 5)Adlai Stevenson was the man from Libertyville. The Eisenhower campaign criticized that at first and they said, this is just made up, but he was actually from Libertyville. These are the feel-good ads, and then the 6)mudslinging starts. Then all the attack ads begin.
Host: Now, attack ads, that’s a category that’s so big that it’s broken down into a variety of subcategories, one of which is the backfire ad, which I thought was a new phenomenon but, as you said, it goes back to Eisenhower.
David: Adlai Stevenson did backfire ads in 1956, and they took bits and pieces of the Eisenhower commercials from ’52 and then showed how he didn’t live up to his promise.
主持人：虽然花在竞选广告上的总费用可能是空前的高，广告出现的媒介可能很新式，但它们传达的信息却如政治一样古老。戴维·施瓦茨是纽约移动影像博物馆馆长，他负责一个名为《客厅里的候选人》的展览。该展览收集了电视机面世以来的竞选广告，最早从1952年德怀特·艾森豪威尔的竞选开始。
我们请施瓦茨回顾那次被众多后来者作为范本的竞选，作一个简要的介绍。例如，在艾森豪威尔的竞选广告中，他像现在的候选人那样与真人对话。
戴维·施瓦茨：当然，那些人是被分别拍摄的。实际上，他们是在前一天先拍了那些人，向他们提出问题，然后在摄影棚单独拍摄艾森豪威尔看着大提示卡读稿的画面。播音员：艾森豪威尔回应美国人民。
男声：将军，民主党人告诉我，我的生活空前的好。
艾森豪威尔总统：当美国负债累累，当物 价成倍上涨，当税收压弯了我们的腰，而我们还在与朝鲜打仗时，这会是真的吗？是时候作出改变 了。
戴维：一切都从艾森豪威尔那时开始——因为情况并没有很大改变。
主持人：这就让我们转到传记式广告这个话题，此类广告显然有着与竞选活动一样长的历史。
戴维：在竞选之初，候选人在广告里用一分钟的时间介绍他们自己。再以艾森豪威尔为例，他有一个介绍他来自美国中心地带的广告。
男声：来自阿比林的人！从美国的中心地带走出来，从堪萨斯州阿比林的小屋走来……
戴维：其实，如果你留意一下奥巴马的竞选，就知道他也做了传记式广告。
奥巴马总统：我是由单身母亲及外祖父母抚养长大的。我们的生活并不富裕，但他们给我灌输的绝对是来自堪萨斯州中心地区的价值观，他们是在那里长大的。
戴维：阿德莱·史蒂文森来自伊利诺伊州利伯蒂维尔市，开始时艾森豪威尔的竞选团队指责他捏造事实，但事实上他的确来自利伯蒂维尔市。这种是自我感觉良好的广告。然后，互揭隐私开始，接着上场的是各种各样的攻击广告。
主持人：好了，说到攻击广告，它的种类是如此之多，以至要将它们分成几个子类别，其中之一是事与愿违的广告，我觉得这是一个新现象。但你说，这种广告也源自艾森豪威尔。
戴维：阿德莱·史蒂文森在1956年打出事与愿违的广告，他们找出艾森豪威尔在52年竞选时的一些只言片语，指出他怎样不履行诺言。
Host: Another really enduring category is the scare ad. This is the one that uses 7)ominous images to tie an opponent to a threat.
David: And that really was introduced in 1964. The most famous of all political ads was the 8)Daisy Girl ad, which just 9)juxtaposes two images. You have a little girl picking petals off of a daisy—this innocent little child cut to mushroom cloud explosions.
Host: This was a Johnson ad tying Goldwater to nuclear 10)obliteration.
David: It’s hard to do more of a vicious attack than that.
Host: You know, very few people have the perspective you have because you can see every video ad of note throughout 50 years of campaigning. And I just wonder—are they becoming more outrageous?
David: The Internet is changing things. I think now we’re seeing ads that are taking more chances because the way that an ad works on the Internet is if it’s funny and 11)provocative, it goes viral. For many years the ads sort of stayed the same. They used the same techniques and the same messages. If you were attacking a Democrat you would always say they want to raise your taxes or they’re gonna be weak on defense. And if you’re attacking the Republicans you say they don’t care about the working class, they don’t care about people. The motto, “It’s time for a change” we’ve been hearing since 1952. Ads do create a sense of expectation that always leads to disappointment. And that’s why it’s always time for a change.
Host: Give me an unsung gem.
David: Well, Tony Schwartz, who made the Daisy Girl ad, did a 12)hilarious ad in 1968 where you just see a TV set and you hear a man laughing. You know, he can’t control himself. And then he sort of chokes at the end of the ad and coughs. And the image on screen just says“Agnew for Vice President.” And I thought that was brilliant.
主持人：另一种真正长盛不衰的是恐慌类广告。这是一种用暗示的图像将对手与威胁联系在一起的手法。
戴维：这种广告真正出现是在1964年。所有这类政治广告中最著名的是那个雏菊女孩广告，这个广告将两个影像相提并论。你看到一个小女孩正在将雏菊的花瓣摘下来——这个天真无邪的小孩画面被切换成原子弹爆炸的蘑菇云。
主持人：这是当年约翰逊将戈德华特与核毁灭联系在一起的广告。
戴维：很难有比这个更恶毒的攻击了。
主持人：你知道，很少人能有你那样的视角，因为你可以看到50年以来的优秀竞选广告视频记录。我好奇的是，这些竞选广告是不是越来越离谱？
戴维：互联网正在使世界发生变化。广告在互联网上运行的方式是：如果它能做得幽默有趣而又够刺激，它就能迅速传播。因此我认为，现在我们看到的广告更冒险，很多年以来，广告可以说没有什么变化，它们使用相同的手法及构思。假如要攻击一个民主党人，就总是说他们想增加税收，或者说他们在国防方面薄弱；同样，假如要攻击共和党人，就总是说他们不关心工薪阶层，不关心人民大众。那句“是时候作出改变了”的口号，我们已经从1952年开始听到现在。广告真的能营造一种期待的感觉，又总是带来失望。这就是为什么总是说是时候改变了。
主持人：请介绍一个不为人知的广告佳作。
戴维：好的，那个雏菊女孩广告的制作者托尼·施瓦茨，在1968年做了一个搞笑广告，广告中你只看见一台电视机，并听见一个男人在笑，你知道，他不能自已地在笑，然后，在广告的最后，他好像是哽住了，在咳嗽，屏幕上的图像只显示：“副总统阿格纽”。我认为这是一个超级棒的广告。
翻译：Wendy