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Advertising
廣告
Jobs was not happy with the original ads for the iPad.
喬布斯對于iPad原來的廣告并不滿意。
As usual, he threw himself into the marketing,
像往常一樣，他全身心投入營銷工作之中，
working with James Vincent and Duncan Milner at the ad agency (now called TBWA/Media Arts Lab), with Lee Clow advising from a semiretired perch.
喬布斯同詹姆斯·文森特和鄧肯·米爾納一起合作，他們的廣告公司現在改名為TBWA/Media Arts Lab，處于半退休狀態的李·克勞也會給出一些建議。
The commercial they first produced was a gentle scene of a guy in faded jeans and sweatshirt reclining in a chair,
他們做出的第一個廣告場景很溫馨，一名男子穿著褪色的牛仔褲和運動衫，斜靠在椅子上，
looking at email, a photo album, the New York Times, books, and video on an iPad propped on his lap.
膝蓋上放著iPad，他在上面查看郵件，瀏覽相冊，閱讀《紐約時報》，看電子書和視頻。
There were no words, just the background beat of "There Goes My Love" by the Blue Van.
沒有文字，只有藍色面包車樂隊的《來吧我的愛》作為背景音樂。
"After he approved it, Steve decided he hated it," Vincent recalled. "He thought it looked like a Pottery Barn commercial."
“史蒂夫批準了這個廣告方案后，又發現自己很討厭它，”文森特回憶道，“他覺得這片子看起來就像陶瓷谷倉家居店的廣告一樣?！?/div>
Jobs later told me: It had been easy to explain what the iPod was -- a thousand songs in your pocket
喬布斯后來告訴我：解釋iPod是什么很容易--把1000首歌裝進你口袋，
which allowed us to move quickly to the iconic silhouette ads.
我們很快就做出了標志性的剪影廣告。
But it was hard to explain what an iPad was.
但是，很難說清楚iPad是什么。
We didn't want to show it as a computer, and yet we didn't want to make it so soft that it looked like a cute TV.
我們不希望把它展示成一臺電腦，也不想把它弱化成一臺可愛的電視機。
The first set of ads showed we didn't know what we were doing.
第一組廣告表明我們不知道自己在做什么。
They had a cashmere and Hush Puppies feel to them.
它們太休閑，太愜意了。
