战略函二。鸡和蛋的问题

The idea of advertising is to lie without getting caught. Most companies, when they run an advertising campaign, simply take the most unfortunate truth about their company, turn it upside down (“lie”), and drill that lie home. Let’s call it “proof by repeated assertion.” For example, plane travel is cramped and uncomfortable and airline employees are rude and unpleasant, indeed the whole commercial air system is designed as a means of torture. So almost all airline ads are going to be about how comfortable and pleasant it is to fly and how pampered you will be every step of the way. When British airways showed an ad with a businessman in a plane seat dreaming that he was a baby in a basket, all sense of reasonableness was gone for good. 

广告的理念是撒谎而不被发现。大多数公司，当他们开展广告活动时，只是把关于他们公司的最不幸的事实，颠倒过来（"谎言"），然后把这个谎言钻进家里。我们把它称为 "通过重复断言来证明"。例如，飞机旅行是拥挤和不舒服的，航空公司的员工是粗鲁和不愉快的，事实上，整个商业航空系统被设计为一种酷刑的手段。因此，几乎所有的航空公司广告都会讲到飞行是多么的舒适和愉快，以及每一步都会受到多么大的呵护。当英国航空公司播放的广告中，一个商人在飞机座位上梦见自己是篮子里的婴儿时，所有的合理性意识就永远消失了。

Need another example? Paper companies are completely devastating our national forests, clear cutting old growth forest which they don’t even own. So when they advertise, they inevitably show some nice old pine forest and talk about how much they care about the environment. Cigarettes cause death, so their ads show life, like all the ads with happy smiling healthy people exercising outdoors. And so on.

需要另一个例子吗？造纸公司正在完全破坏我们的国家森林，清除他们甚至不拥有的古老森林。因此，当他们做广告时，他们不可避免地展示一些漂亮的老松树林，并谈论他们是多么关心环境。香烟会导致死亡，所以他们的广告显示的是生命，就像所有的广告中都有健康的人在户外运动的快乐笑容。以此类推。

When the Macintosh first came out, there was no software available for it. So obviously, Apple created a giant glossy catalog listing all the great software that was “available”. Half of the items listed said, in fine print, “under development,” and the other half couldn’t be had for love or money. Some were such lame products nobody would buy them. But even having a thick glossy catalog with one software “product” per page described in glowing prose couldn’t disguise the fact that you just could not buy ...