ПОЛЕЗНЫЕ ССЫЛКИ

APPENDIX

ТЕКСТЫ ДЛЯ ЧТЕНИЯ И ПЕРЕВОДА

FOR Lizzy

MARC JACOBS FALL/WINTER 09-10

Marc Jacob’s Fall/Winter 09-10 collection taps into the exuberance of youth. The collection is a fresh version of the 1980’s and the 1970’s glam rock . The force, energy and enthusiasm of those times translate into bold colors, big shoulders, post-punk hairdos - all together generating a vibrant optimism. Падение/Зима Марка Иакова 09-10 коллекций наслаждается изобилие молодежи. Коллекция - новая версия 1980-ых и глэм-рока 1970-ых. Сила, энергия и энтузиазм тех времен переводят на смелые цвета, большие плечи, постпанк hairdos - все вместе производство яркого оптимизма. Knits with zipper details are paired with slouchy trousers with an attached mini-kilt. Pencil dresses have metal studs, lace insets, or come in bandeau wrapped silk, revealing a different color lining. There are party dresses in silk, metallic leathers and floral brocades with flaring full skirts, wide shoulders, and a belted waist. Velvet bustier tops and high-waisted jackets are worn over peg trousers in wool, leather or dyed denim. Вязания с деталями застежки - молнии соединены с неуклюжими брюками с приложенной миниклетчатой юбкой. Платья карандаша имеют металлические гвоздики, вставки шнурка, или входят в обернутый шелк ленты для волос, показывая различное цветное выравнивание. Есть вечерние платья в шелке, металлических кожах и цветочной парче с горением полных юбок, широких плеч, и опоясанной талии. Бархатные более грудастые вершины и высокие-waisted жакеты носят по брюкам ориентира в шерсти, кожаной или окрашенной хлопчатобумажной ткани. Jackets, capes, and hooded coats come in super bright colors in luxurious wool, cashmere and dyed astrakhan. Says Jacobs: “I wanted to look at New York in the 80’s through rose-colored glasses, the way I remember it, not the way it feels right now.  There’s a vitality here, there’s an energy and anyone can be what they want to be.  The idea of fearless risk-taking, creative energetic youth and beauty is what the high times of New York are about. “ Жакеты, мысы, и закрытые пальто входят в яркие цвета высшего качества в роскошной шерсти, кашемире и окрашенной каракули. Говорит Джекобс: “я хотел смотреть на Нью-Йорк в 80-ых через привлекательные очки, способ, которым я помню это, не способ, которым это чувствует прямо сейчас. Есть живучесть здесь, есть энергия, и любой может быть тем, чем они хотят быть. Идея бесстрашного риска, творческой энергичной молодежи и красоты состоит в том тем, о чем высокие времена Нью-Йорка.“ Visual inspirations include: Amy Arbus’ photographs of club kids; Maripol’s polaroids of women who ruled Manhattan’s nightlife; Madonna when she first came onto the scene; 80’s beauties Mounia, Tina Chow, Debi Mazar, Michelle Pfeiffer in ‘Married to the Mob’; An image of Twiggy wearing a simple metallic minidress. '’This is a collection for everyone who loves fashion,'' concludes Jacobs Визуальное вдохновение включает: фотографии Эми Арбу детей клуба; Полароиды Мэрипола женщин, которые управляли ночной жизнью Манхэттана; Мадонна, когда она сначала приехала на сцену; красавицы 80-ых Муния, Тина Чоуа, Debi Mazar, Мишель Пфеиффэ в ‘Женатый Толпа’; изображение Хрупкого ношения одежды простого металлического миниплатья. "Это - коллекция для всех, кто любит моду," завершает Джекобс Colors - black and gray with zippers or metal studs, electric blue and purple, green is matched with bright pink, yellow with aqua blue and pink with red or black. Materials - Shetland wool, mohair astrakhan, astrakhan, satin, velvet lam?, metallic leather. Bags - The bags reflect the collection’s spirit of rebellious classicism with black studded leather for the ‘Thrash’ and ‘Wrath’ bags. The flashy prints from the ready to wear are continued in the ‘Iggy’ and ‘Cartoon Paisley’ series in satin and quilted satin; exclusive python is combined with street-inspired details such as metal chains, resin and metal studs for a subversive punk effect. Цвета - черный и серый с застежками - молниями или металлическими гвоздиками, цветом электрик и фиолетовый, зеленый подобраны с яркой гвоздикой, желтой с водой, синей и розовой с красным или черным. Материалы - Шетландская шерсть, каракуль мохера, каракуль, атлас, бархат lam?, металлическая кожа. Сумки - сумки отражают дух коллекции непослушного классицизма с черной обитой кожей для сумок 'Побеждения' и 'Гнева'. Роскошные печатные издания от готового, чтобы износиться продолжены в ‘Iggy’ и ‘Мультипликации Пейсли’ ряд в атласе и стегаемом атласе; исключительный питон объединен с вдохновленными улицей деталями, такими как металлические цепи, смола и металлические гвоздики для подрывного эффекта панка. In the ‘L.E.S.’ (Lower East Side) and ‘St. Marks’ groups, the classic Marc Jacobs quilting is paired with military-inspired oversize zippers, pony skin is superimposed with glittery suede, some bags are adorned with oversize stones for a glam rock look. Some styles play on oppositions: Masculinity and femininity; punk and glamour; rock and dressy. В 'L.E.S'. (Понизьте Ист-Сайд), и ‘группы С-Марка, классик Марк Джекобс, стегающий, соединен с вдохновленными вооруженными силами застежками - молниями больше обычного размера, кожа пони добавлена с блестящей замшей, некоторые сумки украшены камнями больше обычного размера для взгляда глэм-рока. Некоторые стили играют на оппозициях: Мужественность и женственность; панк и очарование; качайтесь и модный. Accessories - Bright paisley print thigh-high elastic boots are worn under short dresses and skirts. Bright patterned scarves are threaded through the ribbed neckline of a sober gray sweater or cardigan. Tiny details included a bow tied around, or metal bubbles applied to a shoe heel. Gloves come in equally bright colors and prints. The glasses are bold and extra-large. Necklaces and earrings are oversized and in geometric shapes. Принадлежности - Яркую печать Пейсли высокие бедром упругие ботинки носят под короткими платьями и юбками. Яркие шаблонные шарфы пронизываются через ребристый вырез трезвого серого свитера или жакета. Крошечные детали включали поклон, привязанный вокруг, или металлические пузыри относились к пятке обуви. Перчатки входят в одинаково яркие цвета и печатные издания. Очки смелы и экстра-большие. Ожерелья и сережки негабаритны и в геометрических формах. Hair & Make up - Guido Palau (hair) Francois Nars (make-up) Each of the 61 girls had an utterly individual hair & make–up. Hairdos ranged from mohawks, to flips, bouffants, or an ultra long fringe. Music - The soundtrack included upbeat contemporary music from Spinnerette and Katastrophe. Show Venue - The catwalk at the venue was set up in a long, snaking configuration, hence each invitee had a front-row seat. Волосы & Составляют - Гуидо Палау (волосы) Francois Nars (косметика) У каждой этой 61 девочки были совершенно отдельные волосы & косметика. Hairdos колебался от индейцев - могавк, к щелчкам, bouffants, или крайнему длинному краю. Музыка - музыка из кинофильма включала приподнятую современную музыку от Spinnerette и Katastrophe. Место встречи Показа - подиум в месте встречи был настроен в длинной, ползущей конфигурации, следовательно у каждого приглашенного было место в первом ряду.

Advertising – the power of persuasion The famous advertising slogans we all remember have several key traits in common - they are all short, easy to remember and tied to a strong product or service benefit. An ad slogan that is memorable has to make claim to a strong, overt benefit consumers haven’t heard before. For the introduction of the iPod, Apple used the slogan “1,000 songs in your pocket.” This ad slogan had a clear benefit that was appealing to consumers. For the millions of advertisements the human brain is exposed to every year, the task of standing out is more and more challenging. Creating a commercial ad slogan is all part of making your brand the one who customers can remember. Who can forget these classics? Famous Advertising Slogans of the Past "The king of beers." - Budweiser "M&Ms melt in your mouth, not in your hand." - M&M candies "Don't leave home without it." - American Express "Reach out and touch someone" - AT&T "Takes a licking and keeps on ticking." - Timex “Hey Mikey…He Likes It!” - Life Cereal Slogans can make your company stand out but they can also backfire. There are many cautionary tales of famous ad slogans gone wrong. Companies of all sizes especially global corporations have stumbled in the past when marketing their brands abroad. When Pepsi was marketing their slogan "Pepsi Brings You Back to Life," in China the slogan meant "Pepsi Brings Your Ancestors Back from the Grave." If you are tackling the challenge of creating a catchy ad slogan, take some inspiration from the list by Ad Age: The Top 10 Famous Advertising Slogans of the Century 1. Diamonds are forever (DeBeers) 2. Just do it (Nike) 3. The pause that refreshes (Coca-Cola) 4. Tastes great, less filling (Miller Lite) 5. We try harder (Avis) 6. Good to the last drop (Maxwell House) 7. Breakfast of champions (Wheaties) 8. Does she ... or doesn't she? (Clairol) 9. When it rains it pours (Morton Salt) 10. Where's the beef? (Wendy's) Advertising is expensive. It can cost you, your company, or your client hundreds or even thousands of dollars just to place a single one-time ad in a newspaper or magazine. Radio and television commercials can be even more expensive. And this is in addition to the costs of creating the ad. So the stakes are high. If the ad you write is ineffective, all that money goes down the drain. (No pressure!) So to make sure you start off on the right foot, you need to know the basics of writing an effective advertisement. The first thing you need to know is that there are two basic types of ads: · Awareness or brand advertising · Direct-response advertising Awareness or brand advertising — also referred to as image advertising — is all about getting potential customers to remember and prefer the product. These tend to be the most clever and creative forms of advertising because they often employ humor, controversy, interesting concepts and wordplay, and other tactics to get people to think about the product in a positive way. Often there is no direct attempt to get the prospect to buy the product. This type of advertising just wants you to be aware. It's all about gaining mindshare. Brand advertising often tries to associate a product or service with specific thoughts or feelings. When you see the Volvo logo, what is the first thing that comes to your mind? Probably safety. What do you think of when you hear the word Jaguar or see that wild cat lunging from the dashboard? Prestige. Brand advertising is usually created by advertising agencies and major design firms. That's because it is often a part of a major mass-advertising campaign with a huge budget. Brand advertising can also be developed for smaller businesses targeting local markets, such as pizzerias and retail stores. Direct-Response Advertising The other form of advertising, direct response, works very differently. It is not concerned with lofty ideas of awareness and mindshare. The primary concern of direct-response advertising is to generate a response of some kind. This type of ad wants you to call a toll-free number, visit a store, go to a Web site, use a coupon, or clip and mail back a reply form. So while a brand advertisement wants to impress you, a direct-response ad wants to sell you. Focus on the One Thing In the Billy Crystal movie City Slickers, crusty old cowboy Curly says, “Want to know what life is really about? It's about one thing. That's it. Focus on that and the rest don't mean ___.” (If you can't fill in that blank yourself, watch the movie!) Despite the differences between a brand ad and a direct-response ad, the ultimate writing rule is always the same. You need to take Curly's advice and decide: What is the one thing that you want the reader to think or do when they see the ad? Is it to: · Visit a store and buy the product? · Choose your product rather than the competition's? · Associate fun and excitement with the product name? · Visit a Web site and register? · Remember the product name? · Clip the coupon integrated with the ad to take advantage of a discount? · Form a positive impression of the product so that when a salesperson calls he'll be interested in learning more? That's the real key to successful advertising. Focus relentlessly, exclusively, and without distraction on the one thing you want the reader to think or do, and then write the ad to accomplish that specific objective. Taking on your own advertising campaign is no easy task. You can do it on your own but get ready to roll up your sleeves and get to work. Your Marketing Plan Nothing can help you identify your goals more than your marketing plan. You learn a lot about your company, your competitors and your long-term goals by creating and following your marketing plan. This is crucial to knowing what type of advertising is best for you. Create a Plan of Action Once you have your marketing plan, you must create a plan of action. This model shows you how freelancers and agencies put their own plan of action in place. Your plan of action also gives you crucial info you can use in executing your ad strategy. Define Your Advertising Budget How you advertise depends on your ad budget. You need to strategically use your advertising money. If you're only allowing a small portion of money to advertising, you wouldn't want to throw it all into the production of one commercial that runs at 2 a.m. Know exactly how much you will spend on your advertising first so you can make wise decisions in the creation and placement of all ad mediums. Hunt for Affordable Opportunities Running your own ad campaign means you have to be your own media director. You've got to find the best ad placement and the most affordable opportunities to fit into your budget. If you're limited to a very small budget, you can find many ways to bypass high advertising costs. Know Your Target Audience You can't advertise effectively if you don't hit your target audience. Know who they are before you start creating your ads. If your company sells scooters to seniors, you don't want to invest in cable ads to run on MTV. Advertise in Appropriate Mediums Of all the different advertising mediums you can use, you have to be able to use these mediums to your benefit. Spending all of your money on a direct mail campaign when your ad dollars would be better spent on print ads is going to limit how many customers you could've gained. Take a look at each medium, think about your target audience, take a look at your marketing plan and your plan of action and decide which medium(s) will be best for your ad dollars. Don't Be Afraid to Hire Freelancers If you can't turn your advertising over to an agency, still consider hiring a freelance copywriter and/or graphic designer. These professionals know what makes a good advertisement. Many freelancers have worked in advertising agencies so you get the benefit of their expertise. Plus, freelancers can give you professional copy and materials at an affordable cost. Consistency is Key If you're running TV and radio commercials, print ads and a direct mail campaign, keep them consistent. Use the same announcer and music for your commercials. Print materials should use the same colors and fonts. Use the same tag line. You want to keep everything consistent so your potential customers start identifying your tag line, your colors, your font, your announcer, jingle - everything - that relates to your company's ad campaign. Frequency Buying space for one radio commercial that airs once at 4:30 in the morning isn't going to get much of a response. You want commercials to have a larger frequency so you can increase your chances of hitting that target audience. If you're running a direct mail campaign, decide the frequency of your materials up front. Once you send your initial materials out, how many times will you send out follow up materials? Know the answers before you begin to help maximize your strategy's success. You've come up with the King of Ideas. This one's never been done before and you're the only one that can see it through. Talk to the agency. Pitch to the company that produces the product. Just what is it that you do? Your best chance of making this happen is actually bypassing an agency. An agency is going to be deadset on creating their own ad campaigns and are usually pretty closed-minded to any ideas coming from outside of the agency. With that said, though, many companies who have ad agencies on retainer are also going to be closed-minded about hearing ideas because they're relying on the agency. Their line of thinking is that they've paid thousands of dollars to the agency so they should be the ones developing the ideas. It's tough to break into ad campaigns for bigger companies. It can be done. The agency process and getting your ideas out there is a complicated business. But I Have a Great Idea breaks down the process. The good news is that in the last couple of years some companies have become more receptive to consumer-generated advertising. There are even companies that have held contests for consumers to create and submit their ads. For example, MasterCard wants people to submit their own commercials for the Priceless campaign. The best will be shown nationally. Chevy used The Apprentice to launch a contest where people could go online and put together their own commercial for the Tahoe. Kodak has given consumers the chance to upload their own photos to create a commercial. Granted, some of these are just for fun. Even if you won a contest, you wouldn't be packing for Madison Avenue. One of the biggest success stories is Francois Vogel's. He created a homemade HP commercial holding white picture frames up to his face using the song "Picture Book" by The Kinks. He pitched his commercial to ad agency Goodby, Silverstein & Partners. They liked his homemade spec version so much, they signed him on as director and star in the "You + HP" ad campaign. Vogel became so recognizable to consumers that he even reappeared in the campaign with a similar commercial set to "Out of the Picture" by The Robins.

Fashion-авангард Одни придерживаются банальных рекомендаций журнальной моды, другие хотят что-нибудь по-оригинальней. Уличная мода придумывают себе такие наряды, что модельеры с мировым именем копируют их в своих коллекциях. Улица использует вещи изначально странные, выбранные из сундуков "second-hand"-а, небанальные и непредсказуемые. Блуза в рюшах и складках и поношенные и рваные джинсы до колена; шелковый пиджак с джинсовыми карманами, прозрачный блейзер и пояс под грудью (а не на бедрах или талии) с пряжкой в форме розы. Cheap & Chic by Moschino Другой примитивный способ – соединить в одном наряде вещи несовместимые. Поверх куртки спортивного костюма надеть классический жилет, а вместо треников - узкую обтягивающую юбку; отрезать горло у дедушкиного пуловера, потянуть вниз и показать всем обнаженные плечи.Можно "бабушкин" бюстгальтер как жилет надетьповерх пуловера – вот вам и респект предкам. Окинь взглядом свой гардероб – наверняка там найдутся вещички, подходящие для модного коктейля. Jean Paul Gaultier Diesel Malloni Чтобы быть выделяющейся в одежде, нужны нестандартные вещи, и чем больше, тем лучше. Разноцветные леггинсы в горошек или полоску, поверх них - хлопковы шорты; шерстяной пиджак с кожаным воротником и кожаными манжетами.Играй не только с фасонами, но и с цветами: надень совершенно дикую вещь серого цвета - напрмер,мамино платье для беременности, отрежь один рукав, а вместо него пришей чулок в сеточку, подвяжись To gird пояском ультра-желтого цвета – и комплект окажется элегантным. Черное прозрачное с черным непрозрачным – и ты загадочная и сексуальная; к скромному платьицу добавь массивную бронзовую молнию, зашнуруй ботинки зелеными шнурками, надень шорты в золотой горох, надень сандали на шерстяной носок и даже с другой стороны улицы будет видно твое ироничное настроение. Gaetano Navarra Yohji Yamamoto Marc Jacobs Замечательный результат дает использование этнических вещей (будь то индейская юбка с замшевой Suede бахромой Fringe или шаровары из "шотландки" с генеральскими лампасами или тесьмой Band с орнаментом – заявка на оригинальность уже сделана). Дополни эти вещи чем-то классическим и строгим, типа длинного кардигана, строгого черного пиджака, меховой пелиринки и готово – можно звать папарацци! Sportmax Roberto Cavalli Trend Les Copains Далее переходи к высшему пилотажу: собери особенные вещи и скомбинируй из них неповторимым образом. На первый взгляд небрежный и беззаботный, такой комплект требует вдохновения и тонкого вкуса. Никто не узнает, как долго ты искала к этому пестрому Motley платью столь же яркие колготки, а к ним – золотые чулки и бархатные сапожки. Как мучительно отказывалась от аксессуаров, как подбирала ленты для пояса так, чтобы надписи сочетались с орнаментом. Как разрезала желтую кожу, чтобы сделать из бывших сапог "ботфорты" Jack boots. Так уж все устроено: мы сами выбираем себе роли по вкусу: одни следуют моде, другие – ее опережают!