伊卡璐广告分析

第一篇：伊卡璐广告分析

睡美人篇http://

伊卡璐洗发水广告有睡美人篇、灰姑娘篇、伊甸园篇、、哈雷篇、以及最新李宇春代言的短发清新篇等，都独具创意

我比较影响深刻的是睡美人篇，广告案例：伊卡璐草本精华洗护系列之睡美人篇

广告主题：“纯天然洗发享受”

内容描述：广告由家喻户晓的童话睡美人入手:“传说中是王子唤醒睡美人的，其实是新一代伊卡璐草本精华才对！只有它蕴含的天然成分和芬芳的香味可以唤醒沉睡中的秀发！王子会发现这个秘密吗？”

广告画面：一位拥有一头金色秀发美丽的公主正在沉睡，这时候，长着透明翅膀的伊卡璐飞过奇幻浪漫的森林来到沉睡的公主身边，公主被伊卡璐的迷人香味吸引醒过来，情不自禁的用伊卡璐清洗头发。公主忘情的清洗头发，白色的泡沫美丽动人，同时伴随着搓洗的画面是一朵又一朵的花绽放，奇幻又美丽。公主洗完头发，带着快乐满足的笑容倒在睡床上，这时候，远处马蹄声达达传来，王子就要过来了。

ROI理论分析：

（1）广告的目的是什么？

很显然，伊卡璐睡美人的广告的目的就是要将伊卡璐卖给它的目标顾客，更可以说是打造一个洗发水品牌，建立人们对伊卡璐的品牌信赖，从而购买伊卡璐洗发水。

（2）广告做给谁看？

广告中的公主是一个年轻的女性，因此可以看做是所有的女性。然而，虽然她并没有明确的针对对象，但是从产品利益“天然芳香”来看，它更侧重于中产及以上收入的人群。因为，在香味的偏好上，格调较低的低收入者更倾向于香味剂的浓香味道（目前大部分洗发水均属于这种），而格调较高的高收入阶层更倾向于大自然清新香味。

同时，因为睡美人是西方家喻户晓的童话故事，并不是中国每个女性都知道，只有那些受过教育或者接触过西方童话的女性才知晓，并且隐性表明懂得欣赏这侧广告的应该是讲究生活情调，追求高层次的精神享受的女性。而伊卡璐广告之所以采用这个拥有一定教育知识基础才能看懂的童话着手，说明它的目标顾客定位为有一定生活情调诉求的接受过教育的女性。（讲究生活情调属于人们精神需求中较高的层次，只有在具备较充裕的时间和金钱资本时，这种需求才会被激发到达一定程度，有效的影响消费行为。目前，具备这种条件的消费者市场还较小，因此如将这种生活情调作为品牌形象的话“蛋糕”无疑太小了点。但是，随着时间的推移和人们生活水平的提高，这种讲究生活情调的市场需求将会变得越来越大）

（3）有什么竞争利益点可以做广告承诺？有什么支持点？

伊卡璐标榜“回归自然 崇尚环保”。

伊卡璐草本精华系列宣称采用天然植物精华、融汇纯净高山泉水配制而成，蕴含天然花草芬芳；不含任何石油化学成分及动物副产品提取物，能被微生物分解；产品包装一直采用透明塑料瓶，内藏天然花草，以突出天然纯净之感。这样以“天然”特色主打的产品，其广告宣传自然会在清爽和天然芳香上做文章。

洗起来舒爽（公主洗发过程中的享受表情说明这一点），天然芳香是伊卡璐的卖点。大部分的洗发水品牌所标榜的去屑、护发与它又明显区别。如飘柔——亲民路线，价格优势 ；海飞丝——去屑止痒，功能优势 ；潘婷——感情路线，柔顺自信等，根据调查显示，消费者对洗发水的香味和止痒的重视程度仅次于去屑和护发功能。目前绝大多数品牌均在去屑、护发功能上做文章，而在香味和止痒上伊卡璐却别具匠心。这意味这伊卡璐在洗发水这条路上独辟蹊径，开辟一条全新的属于自己的道路。

（4）品牌有什么独特的个性？

伊卡璐的独特个性不在于它的功能上面，而是一种精神方面的诉求。天然芳和爽香虽然是产品的属性和功能特点，但它跟其它洗发水去屑、滋润的功能特点有不同的性质，即天然芳香和爽主要表现在对使用者的精神价值方面，而去屑、滋润主要体现在生理、物质层面。

天然芳香，童话中的金发公主，奇幻唯美的故事，无一不在向顾客投诉这样一种理论：注重生活形象，讲究生活情调，追求精神享受。

（5）选择什么媒体是合适的？受众的突破口或切入口在哪里？

因为伊卡璐的卖点关键在于“舒爽”、“天然芳香”，这些都是无形无色的，因此不同于飘柔“养护”理念、海飞丝“去屑”理念可以用平面广告完美的表现出来，因此用电视广告更能表现伊卡璐的魅力。

广告并不是采用常用的灌输理念，而是用讲故事的方法来把产品推荐给观众。

动人的西方童话，唯美烂漫的情节，不但不会让观众产生厌烦感，反而会有一探究竟的想法，直到看完 “王子会知道这个秘密吗？”而会心一笑。

公主被伊卡璐迷人的芳香吸引醒来，足以见香味的魅力，同时由一朵朵花绽放来表明香味的天然和立体，让电视机前的顾客都仿佛感受得到香味一阵阵袭来。

同时，天然绿色的森林这个大的背景也为伊卡璐的“天然芳香”提供了依据。“天然香气”凭借绿色大背景以及各种各样绽放的花朵感染观众，暗示其高雅的生活情调。

第二篇：伊卡璐品牌联想平面广告文案

文章标题：伊卡璐品牌联想平面广告文案

伊卡璐品牌联想平面广告文案

（画面是达.芬奇所画——蒙娜丽莎的微笑）

问：为什么蒙娜丽莎的微笑那么甜美?至今无人企及！

答：使用伊卡璐的女人都是那样笑的，你没有发现？

广告语：伊卡璐，成就你的经典！

《

伊卡璐品牌联想平面广告文案》来源于xiexiebang.com，欢迎阅读伊卡璐品牌联想平面广告文案。

第三篇：伊万卡演讲词

海伦教育

Ivanka Trump Good evening.Thank you.One year ago, I introduced my father when he declared his candidacy.In his own way, and through his own sheer force of will, he sacrificed greatly to enter the political arena as an outsider.And he prevailed against a field of 16 very talented competitors.For more than a year, Donald Trump has been the people’s champion, and tonight he’s the people’s nominee.Like many of my fellow millenials, I do not consider myself categorically Republican or Democrat.More than party affiliation, I vote on based on what I believe is right, for my family and for my country.Sometimes it’s a tough choice.That is not the case this time.As the proud daughter of your nominee, I am here to tell you that this is the moment and Donald Trump is the person to make America great again.Real change, the kind we have not seen in decades is only going to come from outside the system.And it’s only going to come from a man who’s spent his entire life doing what others said could not be done.My father is a fighter.When the primaries got tough and they were tough, he did what any great leader does.He dug deeper, worked harder, got better and became stronger.I have seen him fight for his family.I have seen him fight for his employees.I have seen him fight for his company.And now, I am seeing him fight for our country.It’s been the story of his life and more recently the spirit of his campaign.It’s also a prelude to reaching the goal that unites us all.When this party and better still this country knows what it is like to win again If it’s possible to be famous and yet not really well done, that describes the father who raised me.In the same office in Trump Tower, where we now work together, I remember playing on the floor by my father’s desk, constructing miniature buildings with Legos and Erector sets, while he did the same with concrete steel and glass.One of my father’s greatest talents is the ability to see potential in people, before they see it in themselves.It was like that for us to growing up.He taught us that potential vanishes into nothing without effort.And like him, we each had a responsibility to work, not just for ourselves but for the betterment of the world around us.Over the years, on too many occasions to count, I saw myfather tear stories out of the newspaper about people whom he had never met, who were facing some injustice or hardship.He’d write a note to his assistant, in a signature black felt tip pen, and request that the person benfound and invited to Trump Tower to meet with him.He would talk to them and then draw upon his extensive network to find them a job or get them a break.And they would leave his office, as people so often do after having been with Donald Trump, feeling that life could be great again.Throughout my entire life, I have witnessed his empathy and generosity towards other, especially those who are suffering.It is just his way of being in your corner when you’re down.My father not only has the strength and ability necessary to be our next President, but also the kindness and compassion that will enable him to be the leader that this country needs.I’ve learned a lot about the world from walking construction jobs by his side.When run properly, construction sites are true meritocracies.Competence in the building trades is easy to spot and incompetence is impossible to hide.These sites are also incredible melting pots, gathering people from all walks of life and uniting them to work towards a single mission.There have always been men of all background and ethnicities on my father’s job sites.And long before it was common place, you also saw women.My father values talent.He recognizes real knowledge and skill when he finds it.He is color blind and gender neutral.He hires the best person for the job, period.Words and promises, no matter visionary they sound will only get you so far.In our business, you’re not a builder, unless you’ve got a building to show for it, or in my father’s case, city skylines.Most people strive their entire lives to achieve great success in a single industry.My father has succeeded in many on the highest level and on a global scale.One of the reasons he has thrived as an entrepreneur is because he listens to everyone.Billionaire executives don’t usually ask the people doing the work for their opinion of the work.My father is an exception.On every one of his projects, you’ll see him talking to the super, the painter, the engineers, the electricians, he’ll ask them for their feedback, if they think something should be done differently, or could be done better.When Donald Trump is in charge, all that counts is ability, effort and excellence.This has long been the philosophy at the Trump Organization.At my father’s company, there are more female than male executives.Women are paid equally for the work that we do and when a woman becomes a mother, she is supported, not shut out.Women represent 46 percent of the total U.S.labor force, and 40 percent of American households have female primary breadwinners.In 2014, women made 83 cents for every dollar made by a man.Single women without children earn 94 cents for each dollar earned by a man, whereas married mothers made only 77 cents.As researchers have noted,gender is no longer the factor creating the greatest wage discrepancy in this country, motherhood is.As President, my father will change the labor laws that were put into place at a time when women were not a significant portion of the workforce.And he will focus on making quality childcare affordable and accessible for all.As a mother myself, of three young children, I know how hard it is to work while raising a family.And I also know that I’m far more fortunate than most.American families need relief.Policies that allow women with children to thrive should not be novelties, they should be the norm.Politicians talk about wage equality, but my father has made it a practice at his company throughout his entire career.He will fight for equal pay for equal work, and I will fight for this too, right along side of him.海伦教育

Americans today need an economy that permits people to rise again.A Trump Presidency will turn the economy around and restore the great American tradition of giving each new generation hope for brighter opportunities than those of the generation that came before.In Donald Trump, you have a candidate who knows the difference between wanting something done and making it happen.When my father says that he will build a tower, keep an eye on the skyline.Floor by floor a soaring structure will appear, usually record setting in its height and iconic in its design.Real people are hired to do real work.Vision becomes reality.When my father says that he will make America great again, he will deliver.We have a chance this year, to reclaim our heritage as a country that dreams big and makes the impossible happen.Fortunately, Donald Trump is incapable of thinking small.When I was a child, my father always told me, Ivanka if you’re going to be thinking anyway, you might as well think big.As President, my father will take on the bold and worthy fights.He will be unafraid to set lofty goals and he will be relentless in his determination to achieve them.To people all over America, I say, when you have my father in your corner, you will never again have to worry about being let down.He will fight for you all the time, all the way, every time.Maybe it’s the developer in him, but Donald Trump cannot stand to see empty main streets and boarded up factories.He can’t bear the injustice of college graduates who are crippled by student debt, and mothers who can’t afford of the childcare required to return to work to better the lives of their families.Other politicians see these hardships, see the unfairness of it all, and they say I feel for you.Only my father will say, I’ll fight for you.The hard working men and women of this country identify with my father.He is tough and he is persevering.He is honest and he is real.He’s an optimist and he’s a relentless believer in America and all of her potential.He loves his family and he loves his country with his heart and his soul.Politicians ask to be judged by their promises, not their results.I ask you to judge my father by his results.Judge his values by those he’s instilled in his children.Judge his competency by the towers he’s built, the companies he’s founded, and the tens of thousands of jobs he’s created.He is the single most qualified serve as chief executive of an $18 trillion economy.My father will call upon the best and brightest people from all spheres of industry and both side of the aisle.A new set of thinkers, to face our countries existing and future problems with fresh perspective and brave new solutions.Come January 17, all things will be possible again.We can hope and dream and think big again.No one has more faith in the American people than my father.He will be your greatest, your truest and your most loyal champion.This is the fighter, the doer that you have chosen as your nominee, in ways no one expected, this moment in the life of our country has defined a mission and given it to an extraordinary man.He is ready to see it all the way through, to speak to every man and every woman, of every background, in every part of this great country.To earn your trust and to earn your vote.He earned that and much more from me a long time ago.I’ve loved and respected him, my entire life.And I could not be more proud tonight, to present to you and to all of America, myfather and our next President, Donald J.Trump..

第四篇：伊万卡演讲稿

Good evening.Thank you.One year ago, I introduced my father when he declared his candidacy.In his ownway, and through his own sheer force of will, he sacrificed greatly to enterthe political arena as an outsider.晚上好。谢谢。一年前，当我父亲宣布参选时，我为他进行了介绍演讲。作为一个门外汉，我的父亲用自己的方式，凭借一腔热血，牺牲付出，进入了政坛。

And he prevailed against afield of 16 very talented competitors.For more than a year, Donald Trump hasbeen the people’s champion, and tonight he’s the people’s nominee.他从16位优秀的候选人中脱颖而出。这一年多以来，唐纳德·特朗普一直被大家拥护，而今夜，他成为了人民的候选人

Like many of my Contemporary, I do not consider myself categorically Republican or Democrat.Morethan party affiliation, I vote on based on what I believe is right, for myfamily and for my country.Sometimes it’s a tough choice.That is not the casethis time.As the proud daughter of your nominee, I am here to tell you thatthis is the moment and Donald Trump is the person to make America great again.跟很多90后的人一样，我并不认为自己有共和党或民主党的党派之分。抛开党派关系，我投票完全因为我相信它是对的，这是为家庭，更是为国家。很多时候，选择都是艰难的。而这一次并不是。作为候选人的女儿，我十分自豪，此时此刻我在这里就是想告诉大家唐纳德·特朗普就是那个能让美国再次伟大的人。

Real change, the kind wehave not seen in decades is only going to come from outside the system.Andit’s only going to come from a man who’s spent his entire life doing whatothers said could not be done.My father is a fighter.When the primaries gottough and they were tough, he did what any great leader does.He dug deeper,worked harder, got better and became stronger.真正的改变，那种几十年都没为人所见的改变，只会来自于体系外。而它只会来自一个花了一生去做别人认为不可能的事情的人。我的父亲是一个战士。初选的时候很艰难，竞选对手也很强势，他做了一个伟大的领导人该做的事情。他越发努力工作，提升自己，变得更强大。

I have seen him fight forhis family.I have seen him fight for his employees.I have seen him fight forhis company.And now, I am seeing him fight for our country.It’s been thestory of his life and more recently the spirit of his campaign.It’s also aprelude to reaching the goal that unites us all.When this party and betterstill this country knows what it is like to win again.他为了我们的家庭奋斗。他也曾为自己的员工奋斗。我也见过他为了自己的公司拼搏。现在，我见证着他为了我们的国家而奋斗。奋斗是他一生的故事，也是他竞选的精神所在。这也是让我们团结在一起的前奏。我们共和党，还有我们国家即将再次尝到胜利的滋味。

If it’s possible to befamous and yet not really well done, that describes the father who raised me.In the same office in Trump Tower, where we now work together, I rememberplaying on the floor by my father’s desk, constructing miniature buildings withLegos and Erector sets, while he did the same with concrete steel and glass.如果可以的话，我想跟你们说说这个把我养大的父亲。也是在特朗普塔里面，我们曾一起共事，我还记得我在父亲的办工作旁玩乐高，搭小房子，而我父亲在做一样的事情，只不是他玩的是真的钢筋水泥.One of my father’sgreatest talents is the ability to see potential in people, before they see itin themselves.It was like that for us to growing up.He taught us thatpotential vanishes into nothing without effort.我父亲最大的天赋在于他能看到不同人的才华，甚至有些时候这些人都不知道自己有这样的才华。就像他对我们的教育一样。他告诉我们再好的天赋如果不加上适当的训练也会变得一文不值。

And like him, we each hada responsibility to work, not just for ourselves but for the betterment of theworld around us.Over the years, on too many occasions to count, I saw myfather tear stories out of the newspaper about people whom he had never met.who were facing some injustice or hardship.就像他一样，我们每个人都有责任区工作，这样做不仅仅是为了我们自己，而是为了让我们身边的世界变得更好。多年来，在多到数不清的场合里，我发现我父亲为那些正在面临着一些不公正或者有困难的人潸然泪下。

He’d write a note to hisassistant, in a signature black felt tip pen, and request that the person befound and invited to Trump Tower to meet with him.He would talk to them andthen draw upon his extensive network to find them a job or get them a break.And they would leave his office, as people so often do after having been withDonald Trump, feeling that life could be great again.他还写了一个便签给他的助理，告诉这个助理把那些他看到的有困难的人邀请到Trump Tower来见他。我父亲会跟这些人聊天然后通过自己卓越的商业人脉帮助这些人找一份工作或者给他们一个换成。在这人离开我父亲的办公室时，他们感觉人生又燃起了希望。

Throughout my entire life.I have witnessed his empathy and generosity towards other, especially those whoare suffering.It is just his way of being in your corner when you’re down.Myfather not only has the strength and ability necessary to be our nextPresident, but also the kindness and compassion that will enable him to be theleader that this country needs.在我们的一生中，我已经无数次目睹了他对别人的善良和同情，特别是那些正在遭受困难的人。当你遇到困难时，他就会在你转身后的某一个角落里等着你。我父亲不仅有能力成为我们的下一个总统，而且他的善良和同情心能确保他成为这个国家的领导者。

I’ve learned a lot aboutthe world from walking construction jobs by his side.When run properly,construction sites are true meritocracies.Competence in the building trades iseasy to spot and incompetence is impossible to hide.在他身边工作我受益良多，尤其是在建筑工程方面。要想合理运营公司，建筑工地是兵家必争之地。弱肉强食就是这个行业的残酷之处。

These sites are also incredible melting pots, gathering people from all walks of life and unitingthem to work towards a single mission.There have always been men of allbackground and ethnicities on my father’s job sites.And long before it wascommon place, you also saw women.工地也是这样的地方，各行各业各阶层的人们聚集在一起为了一个目标而努力。总有各种不同身份背景的人们来到我父亲的工地，长此以往，工地就变成了一个在普通不过的地方，所以有女性出入也就见怪不怪了。

My father values talent.He recognizes real knowledge and skill when he finds it.He is color blind andgender neutral.He hires the best person for the job, period.我父亲十分珍视人才。他重视知识和技能；他不在乎肤色和性别；他只启用最适合这个岗位的人才，不管你是谁。

Words and promises, no matter visionary they sound will only get you so far.In our business, you’renot a builder, unless you’ve got a building to show for it, or in my father’scase, city skylines.Most people strive their entire lives to achieve greatsuccess in a single industry.心有多大，舞台就有多大。在我们这个行业，只有建造出一栋大楼才敢说你是一个建筑商，而在我父亲这里，建造出擎天大厦才是一个合格的建筑商。大多数人花了一生的时间才能在一个行业取得成功。My father has succeeded inmany on the highest level and on a global scale.One of the reasons he hasthrived as an entrepreneur is because he listens to everyone.Billionaireexecutives don’t usually ask the people doing the work for their opinion of thework.My father is an exception.而我父亲在全球范围内的各个行业都取得了高水准的建树。其中一个原因就是他能听取他人意见。富豪们很少听取他人对于他工作的意见，而我父亲则是个例外。

TRUMP: On every one of hisprojects, you’ll see him talking to the super, the painter, the engineers, theelectricians, he’ll ask them for their feedback, if they think something shouldbe done differently, or could be done better.When Donald Trump is in charge,all that counts is ability, effort and excellence.在每一个工程中，你就会看到他跟油漆工，跟工程师，跟电工交流，如果他们认为有更好的方法我父亲就会听取他们的意见。每当我父亲负责一件事的时候，他只看重你办事的能力、付出的努力和取得的成绩。

This has long been thephilosophy at the Trump Organization.At my father’s company, there are morefemale than male executives.Women are paid equally for the work that we do andwhen a woman becomes a mother, she is supported, not shut out.这就是我们川普集团的商业哲学。在我父亲的公司，女性主管占大多数。男女员工同工同酬，当我们的女性员工成为母亲的时候，她只会获得公司的支持而不是被无情地辞退。

Women represent 46 percentof the total U.S.labor force, and 40 percent of American households havefemale primary breadwinners.In 2014, women made 83 cents for every dollar madeby a man.Single women without children earn 94 cents for each dollar earned bya man, whereas married mothers made only 77 cents.As researchers have noted,gender is no longer the factor creating the greatest wage discrepancy in thiscountry, motherhood is.美国主要劳动力中有46%是女性，同时美国40%的家庭中女性是顶梁柱。2014年，男性每挣一美元女性就挣83美分。一个无子的单身女性可以达到94美分，而成婚后的女性只能挣77美分。研究人员已经意识到，性别不再是影响薪酬的主要因素，“母亲”这个身份才是。

As President, my fatherwill change the labor laws that were put into place at a time when women werenot a significant portion of the workforce.And he will focus on making qualitychildcare affordable and accessible for all.一旦竞选成功，我父亲会修改劳动法，让女性作为主要劳动力的重要组成部分不再遭受不公正待遇。同时他也会在生育保险方面有所行动，让每一个人都能从中获益。

As a mother myself, ofthree young children, I know how hard it is to work while raising a family.AndI also know that I’m far more fortunate than most.American families needrelief.Policies that allow women with children to thrive should not benovelties, they should be the norm.Politicians talk about wage equality, butmy father has made it a practice at his company throughout his entire career.我个人作为三个孩子的母亲，我深知照顾家庭的同时要兼顾工作是多么的艰辛。但同时我也知道我已经比大多数母亲都幸运很多了。美国家庭负重太累了，需要一些政策来缓解一下。鼓励生育的政策应该如常进行下去。政客们总是讨论同薪同酬，但是只有我父亲在他的公司里从头到尾践行着这个诺言。He will fight for equalpay for equal work, and I will fight for this too, right along side of him.他会一直为这一目标努力奋斗，而我也会与他一起并肩作战。

Americans today need aneconomy that permits people to rise again.A Trump Presidency will turn theeconomy around and restore the great American tradition of giving each newgeneration hope for brighter opportunities than those of the generation thatcame before.In Donald Trump, you have a candidate who knows the differencebetween wanting something done and making it happen.今日的美国人民需要经济复兴。我父亲特朗普当选总统就会复兴经济，重振美国，给年轻一代带来比之前更光明的机遇和希望。唐纳德特朗普，他也深知想要做到和能够做到的区别。

When my father says thathe will build a tower, keep an eye on the skyline.Floor by floor a soaringstructure will appear, usually record setting in its height and iconic in itsdesign.当我的父亲说他想要建一座塔的时候，他只需要看一眼地平线，他就能描绘出一层一层的大厦结构，还对高度和设计了然于心。

Real people are hired todo real work.Vision becomes reality.When my father says that he will makeAmerica great again, he will deliver.有能力的人来做需要能力的事。愿景变现实。当我父亲向你们许诺他会重振美国的时候，他一诺千金，言出必行。

We have a chance thisyear, to reclaim our heritage as a country that dreams big and makes theimpossible happen.Fortunately, Donald Trump is incapable of thinking small.When I was a child, my father always told me, Ivanka if you’re going to bethinking anyway, you might as well think big.As President, my father will takeon the bold and worthy fights.He will be unafraid to set lofty goals and hewill be relentless in his determination to achieve them.今年，我们有这样一个机会来让我们这个国家重新成为应许之地，在这片土地上尽情做着美国梦，实现不可能。幸运的是，特朗普是个有全局观的人。当我还小的时候，我的父亲告诉我，伊万卡，如果你要思考一件事情的话，你要着眼于全局。如果成功当选总统，我的父亲只为有价值的事情斗争。他从不畏惧设立远大的目标，他也不会在实现目标的路上半途而废。

To people all overAmerica, I say, when you have my father in your corner, you will never againhave to worry about being let down.He will fight for you all the time, all theway, every time.我想对全美国人民说，如果你们投我的父亲一票，你们永远不会失望的。他会永远站在你们这边，为你们而战。

Maybe it’s the developer him, but Donald Trump cannot stand to see empty main streets and boarded upfactories.He can’t bear the injustice of college graduates who are crippled bystudent debt, and mothers who can’t afford of the childcare required to returnto work to better the lives of their families.Other politicians see thesee hardships, see the unfairness of it all, and they say I feel for you.Only myfather will say, I’ll fight for you.也许他内心是一个规划家，但是唐纳德川普无法容忍空荡荡的主街和停滞的工厂。他不能容忍对贷款上大学的孩子们的压榨，他也不能容忍母亲们为了减轻家庭负担而继续回去工作。其他的政客也看到了人民的困哪处境，也看到了社会的不公，他们却只会说我理解你们。但是只有我的父亲，他敢说，我会为你们而战。

The hard working men andwomen of this country identify with my father.He is tough and he ispersevering.He is honest and he is real.He’s an optimist and hebelieve firmly in America and all of her potential.He loves his familyand he loves his country with his heart and his soul.这个国家辛勤工作的人们会认同我的父亲。他态度坚决，他坚忍不拔。他诚实真挚，他乐观无私，他对美国的未来深信不疑。他爱他的家庭，他也深深的爱着这片土地。

Politicians ask to bejudged by their promises, not their results.I ask you to judge my father byhis results.Judge his values by those he’s instilled in his children.Judgehis competency by the towers he’s built, the companies he’s founded, and thetens of thousands of jobs he’s created.人们总是通过政客的许诺而不是成绩来判断一个政客，而我在这里希望你们通过他的成绩来判断他。从他养育的子女来判断他的价值观，从他建造的川普塔，他的公司，他创造的数万个就业岗位来判断他的能力。

He is the single mostqualified serve as chief executive of an $18 trillion economy.My father willcall upon the best and brightest people from all spheres of industry and bothside of the aisle.A new set of thinkers, to face our countries existing andfuture problems with fresh perspective and brave new solutions.Come January17, all things will be possible again.We can hope and dream and think bigagain.No one has more faith in the American people than my father.He will beyour greatest, your truest and your most loyal champion.他是最优能力胜任这18万亿美元大经济体的管理者。我的父亲会召集来自各行各业最好最聪明的专家们一起来解决我国所面临的问题和未来的挑战，并对我国的发展规划远景给出解决方案。1月17日，一切皆有可能。我们可以再次拥抱梦想。没人比我的父亲对美国人民更有信心了。他会是你们最好的最值得信任的选择。

He is a fighter, you are a one person one vote out of the doer, no one knows how he got to this point, but the day will be down to the great man also.他是一个斗士，是一个你们一人一票选出来的实干家，没有人知道他是如何走到这一步的，但是天将降大任于斯人也。

He is ready to see it allthe way through, to speak to every man and every woman, of every background, inevery part of this great country.To earn your trust and to earn your vote.他已经准备好了来迎接挑战，准备好了和不同性别、不同种族的美国人民交流对话来赢得你们对他的信任.He earned that and muchmore from me a long time ago.I’ve loved and respected him, my entire life.AndI could not be more proud tonight, to present to you and to all of America, myfather and our next President, Donald J.Trump.当然他早就赢得了我的支持。我一生都深爱他、尊敬他。我今晚无比自豪的向你们介绍，向全美国人民介绍，我的父亲，下一任美国总统，唐纳德特朗普。

第五篇：伊万卡演讲稿

伊万卡演讲稿

伊万卡演讲稿(中英双语)导 读

Ivanka Trump’s speech to the Republican National Convention

Ivanka Trump

伊万卡川普在共和党全国代表大会上的演讲

Republican presidential nominee Donald Trump's daughter Ivanka said her father is a “fighter” who will fight for America.(The Washington Post)

Good evening.One year ago, I introduced my father when he declared his candidacy.In his own way and through his own sheer force of will, he sacrificed greatly to enter the political arena as an outsider and prevailed against a field of 16 very talented competitors.For more than a year, Donald Trump has been the people’s champion.And tonight, he is the people’s nominee.晚上好!一年前，当他宣布参选，我介绍过我的父亲。作为一个局外人，他以自己的方式，通过自己纯粹的意志力为进入政治领域做出了巨大的牺牲，战胜了16位才华横溢的竞争对手。一年多来，唐纳德川普一直是人民的冠军。今晚，他是人民的总统提名人。

Like many of my fellow millennials, I do not consider myself categorically Republican or Democrat.More than party affiliation, I vote based on what I believe is right for my family and my country.Sometimes, it’s a tough choice.That is not the case this time.As the proud daughter of your nominee, I am here to tell you that this is the moment, and Donald Trump is the person, to make America great again.和许多千禧一代的同龄人一样，我并不断然地将自己归为共和党或民主党人。我超越党派之争，根据是否有利于我的家庭和国家而投票。有时，这是一个艰难的选择。然而，这次并非如此。作为你总统提名人的女儿，我在这里要自豪地告诉你，此时此刻，唐纳德川普是能让美国再次伟大的那个人!

Real change the kind we have not seen in decades is only going to come from outside the system, and it’s only going to come from a man who has spent his entire life doing what others said could not be done.My father is a fighter.When the primaries got tough and they were tough!he did what any great leader does: He dug deeper, worked harder, got better and became stronger.真正的变化我们几十年未见的那种只会来自于系统外部，来自于把整个生命用来做别人说不能做的事情的人身上。我的父亲是一名斗士。当初选艰难的时候当对手强悍时!他做了伟大领导人所做的事：他深耕细作、勤奋努力，渐入佳境、越战越勇。

I have seen him fight for his family.I have seen him fight for his employees.I have seen him fight for his company, and now I am seeing him fight for our country!That’s been the story of his life and, more recently, the spirit of his campaign.It’s also a prelude to reaching the goal that unites us all when this party and better still this country knows what it is like to win again.我见过他为家人而战、为员工而战、为公司而战，现在我看到他正为我们的国家而战!这是他一生的故事，也是近期他竞选的精神。这也是当这个党甚至这个国家再一次想品尝胜利的滋味，从而实现团结所有人目标的前奏。

If it’s possible to be famous and yet not really well known, that describes the father who raised me.In the same office in Trump Tower where we now work together, I remember playing on the floor by my father’s desk, constructing miniature buildings with Legos and erector sets, while he did the same with concrete, steel and glass.My father taught my siblings and me the importance of positive values and a strong ethical compass.He showed us how to be resilient, how to deal with challenges and how to strive for excellence in all that we do.He taught us that there is nothing we cannot accomplish, if we marry vision and passion with an enduring work ethic.我的父亲名声在外，但又不是众所周知，这就是养育我的父亲。在川普大厦我们现在一起工作的一间办公室里，我还记得曾在父亲办公桌旁的地板上玩耍，用乐高和建设者积木搭建微型建筑，而他用混凝土、钢铁和玻璃建造他的建筑。我父亲教导我们兄弟姐妹要具有积极的价值观和强烈的伦理导向，这至关重要。他向我们展示了在我们所做的一切中如何坚忍不拔、如何应对挑战、如何追求卓越。他教导我们，如果我们将视野和激情嫁接在持久的工作热情之上，我们将无所不能。

One of my father’s greatest talents is his ability to see potential in people before they see it in themselves.It was like that for us too, growing up.He taught us that potential vanishes into nothing without effort.And that, like him, we each had a responsibility to work not just for ourselves, but for the betterment of the world around us.我父亲最伟大的才能之一就是能在人们看到自身的潜能之前就发现这种潜能。我们的成长过程，也是如此。他教导我们，没有努力，潜能便会消失得无影无踪。他还教导我们，要像他一样，我们每个人不仅要为自己工作，也要为了我们身边的世界变得更加美好而努力，这是我们的责任。

Over the years, on too many occasions to count, I saw my father tear stories out of the newspaper, about people he had never met who were facing some injustice or hardship.He’d write a note to his assistant in his signature black felt-tip pen and request that the person be found and invited to Trump Tower to meet with him.He would talk to them, and then draw on his extensive network to find them a job or get them a break.And they would leave his office, as people often do after being with Donald Trump, feeling that life could be right again.多年来，在太多次场合，我看到父亲撕掉报纸上关于一些他从未谋面人的故事，他们正面遭受不公或面临困境。他会用签名专用黑色毡尖钢笔给助理写个便条，要求助理找到此人并邀请他到川普大厦与其见面。他会与他们交谈，然后利用自己庞大的关系网为他们找份工作或让他们时来运转。当这些人离开他的办公室时，他们往往像那些曾与川普会过面的人一样，觉得生活可以再次回归正轨。

Throughout my entire life, I have witnessed his empathy and generosity towards others, especially those who are suffering;it’s just his way of being in your corner when you’re down.My father has not only the strength and ability necessary to be our next president, but also the kindness and compassion that will enable him to be the leader that this country needs.在我的整个生命中，我目睹了他对别人的同情和慷慨，尤其是对处于困境中的人。这是当你困顿时他支持你的方式。我父亲不仅具有成为下一任总统所需的魄力和能力，也具有善良和同情心，使其能成为这个国家所需要的领导人。

My father has a sense of fairness that touches every conviction he holds.I’ve worked alongside him for more than a decade now at the Trump Organization, and I’ve seen how he operates as a leader, making important decisions that shape careers and change lives.I’ve learned a lot about the world from walking construction jobs by his side.我父亲有种公平观，与他的每一个信念息息相关。我已经在川普集团和他一起工作超过十年，我看到他作为领导是如何运筹帷幄，做出塑造职业生涯和改变人们生活的重要决定。我从在他身边从事建筑工作中学到关于这个世界很多的东西。

When run properly, construction sites are true meritocracies.Competence in the building trades is easy to spot, and incompetence is impossible to hide.These sites are also incredible melting pots, gathering people from all walks of life and uniting them to work toward a single mission.There have always been men of all backgrounds and ethnicities on my father’s job sites, and long before it was commonplace, you also saw women.正常运营时，建筑工地是真正唯才是举的地方。建筑业中能力显而易见，而无能却无法隐瞒。这些工地也是令人难以置信的大熔炉，它把各行各业的人们聚集在一起，团结起来朝着一个目标努力。在我父亲的工地上，不同背景和种族的人总是在一起。在司空见惯之前，你也偶尔能看到女性。

My father values talent.He recognizes real knowledge and skill when he finds it.He is color blind and gender-neutral.He hires the best person for the job, period.Words and promises, no matter how visionary they sound, will only get you so far.In our business, you’re not a builder unless you’ve got a building to show for it or, in my father’s case, city skylines.我父亲重视才能。当他看到时，他能识别出真正的知识和技能。他没有肤色歧视且性别中立。他特别会雇佣最好的人选来做工作。语言和承诺，不管它们听起来多么富有远见，成效有限。在我们的业务中，除非你有楼房来展示，否则你就不是一个建设者，就我父亲而言，他展示的是城市轮廓。

Most people strive their entire lives to achieve great success in a single industry.My father has succeeded in many at the highest level and on a global scale.One of the reasons he has thrived as an entrepreneur is because he listens to everyone.Billionaire executives don’t usually ask the people doing the work for their opinions of the work.My father is an exception.On every one of his projects, you’ll see him talking to the super, the painter, the engineers, the electricians.He’ll ask for their feedback;if they think something should be done differently or could be done better.大多数人奋斗一生，只能在某一产业取得巨大的成功。而我父亲在很多产业中功成名就，而且他的成功山登绝顶，遍及五洲。作为企业家，他成功的一个重要原因就是他善于倾听。富翁总裁通常不会问及做工作的人对这个工作的意见。我父亲是个例外。在他的每个项目中，你会看到他会和主管、油漆工、工程师、电工交谈，询问他们的反馈，了解是否他们认为事情可以另辟蹊径或精益求精。

When Donald Trump is in charge, all that counts is ability, effort and excellence.This has long been the philosophy at the Trump Organization.At my family’s company, there are more female than male executives.Women are paid equally for the work that we do, and when a woman becomes a mother, she is supported, not shut out.Women represent 46 percent of the total labor force, and 40 percent of American households have female primary breadwinners.当唐纳德川普负责时，唯有能力、努力和卓越至关重要。这一直是川普集团的理念。在我家的公司中，女性高管多于男性。女性与男性同工同酬，当她成为母亲，她会受到支持，而不是被拒之门外。妇女占美国总劳动力的46%，女性在40%的美国家庭中是家里的顶梁柱。

In XX, women made 83 cents for every dollar earned by a man.Single women without children earned 94 cents for each dollar earned by a man, whereas married mothers made only 77 cents.As researchers have noted, gender is no longer the factor creating the greatest wage discrepancy motherhood is.As president, my father will change the labor laws that were put in place at a time in which women were not a significant part of the workforce, and he will focus on making quality childcare affordable and accessible for all.XX年，男性每赚1美元，女性赚83美分，没有小孩的单身女性赚94美分，而已婚母亲只能赚77美分。正如研究人员注意到的，性别不再是产生最大工资差距的因素母亲身份才是。作为总统，我父亲将修订生效于女性还不是劳动力重要组成部分时期的劳动法，他将专注于让所有人都能负担得起并接触到优质的儿托服务。

As the mother of three young children, I know how hard it is to work while raising a family, and I also know that I am more fortunate than most.American families need relief.Policies that allow women with children to thrive should not be novelties;they should be the norm.Politicians talk about wage equality, but my father has made it a practice at his company throughout his entire career.He will fight for equal pay for equal work, and I will fight for this too, right alongside of him.作为三个孩子的母亲，我深知边工作边照顾家庭的艰难。我也知道，我比大多数人更加幸运。美国家庭需要帮助。帮助有孩子的女性成功这样的政策不应是新鲜事物，而应该是常规。政客们谈论工资平等，但我父亲在他的整个职业生涯中一直在公司践行。他将为同工同酬战斗，我也将与他并肩战斗。

Americans today need an economy that permits people to rise again.A Trump presidency will turn the economy around and restore the great American tradition of giving each new generation hope for brighter opportunities than those of generation that came before.In Donald Trump, you have a candidate who knows the difference between wanting something done and making it happen.When my father says he will build a tower, keep an eye on the skyline.Floor by floor, a soaring structure will appear, usually record-setting in its height and iconic in its design.Real people are hired to do real work.Vision becomes reality.When my father says that he will make America great again, he will deliver.美国人今天所需要的经济，要能让人们再次站起。川普总统任期将扭转经济颓势，恢复伟大的美国传统，即赋予每一代获得比前一代更加明亮机会的新希望。在唐纳德川普身上，你看到这样一位候选人，他明白想要做事和做成此事之间的差异。当我父亲说，他要建立一座塔楼的时候，你只需留意天际。一层层，一飞冲天的建筑就会出现，而且通常是创纪录的高度、标志性的设计。实人用来做实事，愿景变为现实。当我父亲说，他将使美国再次伟大，他会言必信，行必果。

We have a chance this year, to reclaim our heritage as a country that dreams big and makes the impossible happen.Fortunately, Donald Trump is incapable of thinking small.When I was a child, my father always told me, “Ivanka, if you’re going to be thinking anyway, you might as well think big.” As president, my father will take on the bold and worthy fights.He will be unafraid to set lofty goals, and he will be relentless in his determination to achieve them.To the people all over America, I say, when you have my father in your corner, you will never again have to worry about being let down.He will fight for you all the way, all the time.Every time.我们今年有一个机会，重现我们作为一个国家敢于梦想、敢于冒险的遗产。幸运的是，唐纳德川普从不目光短浅。当我还是个孩子，我父亲总是告诉我，“伊万卡，如果你有什么理想，一定要目标远大。”作为总统，我父亲会承担大胆的和有价值的战斗。他不害怕树立远大的目标，他会不屈不挠地区实现它。对所有美国人，我想说，当我的父亲与你在一起，你永远不需担心失望。他会每次都为你一战到底!

Maybe it’s the developer in him, but Donald Trump cannot stand to see empty main streets and boarded-up factories.He can’t bear the injustice of college graduates who are crippled by student debt and mothers who can’t afford the cost of the childcare required to return to work to better the lives of their families.Other politicians see these hardships, see the unfairness of it all, and say, “I feel for you.” Only my father says, “I’ll fight for you.”

也许因为他是开发商，看到空荡荡的主街和木板围成的工厂，川普无法忍受。他也不能忍受大学毕业生因学生债务、母亲因负担不起儿托费用无法回去工作改善家庭生活所遭遇的不公。其他政客看到这些艰辛，看到这一切的不公会说：“我为你而憾。”只有我父亲会说，“我为你而战。”

The hard-working men and women of this country identify with my father.He is tough and persevering;he honest and real;he is an optimist and a relentless believer in America and all of her potential.He loves his family and his country with his heart and soul.这个国家勤劳的男女会认同我的父亲。他是一条硬汉，而且持之以恒;他诚实且真实;他乐观、虔诚，对美国及其所有潜能深信不疑。他爱他的家人和国家，全心全意。

Politicians ask to be judged by their promises, not their results.I ask you to judge my father by his results.Judge his values by those he’s instilled in his children.Judge his competency by the towers he’s built, the companies he’s founded and the tens of thousands of jobs he’s created.He is the single most qualified person to serve as the chief executive of an 18-trillion-dollar economy.政客们要求根据其承诺而不是成绩来评判他们。我请求你们根据成绩来评判我的父亲。根据他在孩子身上灌输的价值观来判断他的价值观。根据他建造的塔楼、创立的公司和创造的成千上万个就业机会来判断他的能力。他是一个最有资格担任18万亿美元经济体首席执行官的人。

My father will call upon the best and brightest people from all spheres of industry and both sides of the aisle, a new set of thinkers to face our country’s existing and future problems with a fresh perspective and brave new solutions.Come January XX, all things will be possible again.We can hope and dream and think big again.No one has more faith in the American people than my father.He will be your greatest, your truest and your most loyal champion.我父亲会号召来自行业各个领域和两党方面的能人志士以及一群新的智囊以全新的视角审视我国现在和未来的问题，提出新的解决方案。来吧，XX年1月，所有的事情将再次成为可能。我们可以再次满怀希望、充满梦想、目光远大。没有人比我父亲更信任美国人民。他会成为你们最伟大、最真实和最忠诚的冠军。

This is the fighter, the doer, that you have chosen as your nominee.In ways no one expected, this moment in the life of our country has defined a mission, and given it to an extraordinary man.He is ready to see it all the way through;to speak to every man and woman, of every background, in every part of America, to earn your trust and your vote.He earned that and much more from me a long time ago.这是位斗士、实干家，你们选择他作为你们的总统提名人。以人们出乎意料的方式，在我们国家生活中的这一刻定义了一个使命，把它交给一个非凡的人。他准备坚持到底;走遍美国每一个地方，和不同背景的每一个男女沟通，赢得你们的信任和选票。很久以前，他已经赢得了我的信任和选票，甚至更多。

I have loved and respected him my entire life.I could not be more proud tonight to present to you and to all of America my father and our next president, Donald J.Trump.我一生爱戴着他。今晚，我最为自豪地向你们和所有美国人介绍我的父亲和我们的下一任总统，唐纳德川普。