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1、1915年1月2日，美国星期六晚间邮报上刊登了卡迪拉克汽车公司广告，这篇广告是文字，而且 篇幅很长-大约有400多字（指英文单词，但这是一篇极好的文章，这篇广告始终被认为是最优秀的广告） 作者-西奥多，麦克曼斯，始终被认为是最优秀的广告。英文的直译好像应该是领袖的惩罚”。不管怎样,都是好文章出人头地的代价在人类洁动的每一个领域，得了第一的人必须长期生活在世人公正无私的裁 判之中。无论是一个人还是一种产品。当他被授予了先进称号后，赶超和妒忌便 会接踵而至。美术界、文学界、音乐界和工业界，酬劳与惩罚总是一样的。报酬就是得到 公认；而惩罚则是遭到反对和疯狂的抵毁。 当一个人的工作得到世人的一致公认
2、时，他也同时成了个别忌妒者攻击的目标。 假如他的工作很平庸，就没有什么人 去理会他；如他有了杰作，那就有人喋喋不休地议论他；嫉妒不会伸出带叉的苦 头去诽谤一个只有平庸之才的画家。无论是写作、画画，还是演戏、唱歌或从事 营造业，只要你的作品没有打上杰作的印记，就不会有人力图赶超你，诽谤你。 在一项重大成果或一部佳作已完成的很长一段时间里，失望和嫉妒的人仍会继续 叫喊：“那是不可能的”。外界人早已将惠斯勒（Whistler ）称颂为最伟大的艺 术大师之后，艺术领域中仍然流言纷纷，将自己的艺术大师说成是江湖骗子；当 人们成群结队到音乐殿堂 Bayreuth向瓦格纳（Wagne）顶礼膜拜时，而一小撮
3、被他废黜或顶替的人却气势汹汹地叫嚷：“他根本就不是音乐家”；当众人涌向河边观看轮船行驶之时，少数人仍坚持说富尔顿（Fulton ）决不可能造成轮船。 杰出人物遭到非议，就是因为他是杰出者，你要是力图赶上他，只能再次证明他 是出色的；由于未能赶上或超过他，那些人就设法贬低和损害他一一但只能又一 次证实他所努力想取代的事物的优越性。这一切都没有什么新鲜，如同世界和人类的感惰一一嫉妒、恐惧、贪婪、野 心以及赶超的欲望一样，历来就是如此，一切都徒劳无益。如果杰出人物确 实有其先进之处，终究是一个杰出者。杰出的诗人、著名的画家、优秀工作者， 每个人都会遭到攻击，但每个人最终也会拥有荣誉。不论反对的叫喊声
4、多响，美 好的或伟大的，总会流传于世，该存在的总是存在的。The Penalty of LeadershipIn every field of human endeavor, he that is first must perpetually live in the whit e light of publicity. Whether the leadership be vested in a man or in a manufactured pr oduct, emulation and envy are ever at work. In art, in literature, in mus
5、ic, in industry, t he reward and the punishment are always the same. The reward is widespread recogni tion; the punishment, fierce denial and detraction. When aman'swork becomes a stan dard for the whole world, it also becomes a target for the shafts of the envious few. If his work be merely med
6、iocre, he will be left severely alone - if he achieve a masterpie ce, it will set a million tongues a-wagging. Jealousy does not protrude its forked tongu e at the artist who produces a commonplace painting. Whatsoever you write, or paint, or play, or sing, or build, no one will strive to surpass or
7、 to slander you, unless your w ork be stamped with the seal of genius. Long, long after a great work or a good work has been done, those who are disappointed or envious continue to cry out that it canno t be done. Spiteful little voices in the domain of art were raised against our own Whist ler as a
8、 mountebank, long after the big world had acclaimed him its greatest genius. M ultitudes flocked to worship at the shrine of Wagner, while the little group of those wh om he had dethroned and displaced argued angrily that he was no musician at all. The little world continued to protest that Fulton c
9、ould not build a steamboat, while the big world flocked to the river to see his boat steam by. The leader is assailed because he is the leader, and the effort to equal him is merely added proof of that leadership. Failin g to equal or to excel, the follower seeks to depreciate and to destroy - but o
10、nly confir ms once more the superiority of that which he strives to supplant. There is nothing ne w in this. It is as old as the world and as old as the human passions - envy, fear, greed, ambition, and the desire to surpass. And it all avails nothing. If the leader truly leads, he remains - the lea
11、der. Master-poet, master-painter, master-workman, each in his tur n is assailed, and each holds his laurels through the ages. That which is good or great makes itself known, no matter how loud the clamor of denial. That which deserves to live - lives.jCa<l；ll” MotorCar Co/Detroit. WiA/PENALTY OFL
12、EADERSHIPTUB SATURDAY BVENJNC POSTfield of human endcsvor. he tluit ix finr mint perpetually livewhite light of publicity.the leadership lx- vestedin a man ex* in a mftnufa?turrd product. EiugtiOfi and envy arc ever at work.、n art, in literRttire, in minrir, in mduitry. tie reward and the punishment
13、 arr a Krays thr uimr ,The reward is iddesprrsd recog. nition： thr pKirhcnrrt. firmr drnifll ttnd detTACrtOfl. 5When 8 mail's work twn<nm 口 ctwda-d for thr whole u-nrid ir Also becomes a targr. tor the sttffr? of thr envnftiw frv Tf hi, unrk be merely mediocre, he unit be left severely alonei
14、f he achieve a matterpiree, it will « u min)on tongues a wagging. 'Jealousy does not protrude its forked tongue at the artiat who produces a commonplace pcinting. YWhagever you write, or paint, or play, or sing, or build, no one will stave to tvrpacs. or to slander you. union veur work be s
15、tamped with the oeal ot gpriUE. IxxiC. Ivuk aflci a 屮ctd work or a good work has been done, thooc who xr <liipi)<>iutcd m envxmk cuHtiuuc to cry out that it can not be done. Spiteful little voice ir thr <l(xnain of art were :aised aemns： cw own Whittier ax a mountebank. km< aftei the
16、big wnrid had aedaiincd him its grwitert nrtixtic grrnn;. 'Midtitudet flocked tc Bayreuth to worship At the musical shrinr nf Wagnrr. while the little gxP of thoac whom hr had drttxrnned and displarrd argued angrily -hat hr was no muskiMii at All 5Thpworld mntinurri tr> pmtesr thm Fitton asuk
17、) neverbaUd s steamboat, while the big wnrkl fiork-1 m rhe river banks tn wr hs boat steam by. The leader tc astailed beranoe hr is » bAdr atvI the eftort to equal him is merely added proof of that leadership. 俏a：lmg to oqual or to excel, the follower occks to depreciate and to destroy but only
18、 confirms qikx: more the supcrionty of that which he stnvea to Msp;dRi>l. THicic » iiothiuc ijcw in this, lit is as o3d as the uprkl and rk old mx thr hm：vn imxxumenvy. !ai. Kixxd ambition, and the detire to stiq»ss 'And it all Mvnilx nntliing. flf tiic kadci Lu!y lac lOimiusthe leader. Motcr-poet. nnMt<r-jMintrr, nwi»tci - u«arttxncn, each in his tum is assailed, and each hoLds、is laurds tfirouh the a<C8 YThnt which ts good or great makes itself known, no matter hw kmd tbc d&mor of denial. ,Thct which detervec to fiveth-e<.