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RE:广告大师李奥贝纳的100名言/转载

(2007-04-20 10:20:33)
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分类: 学习广告、营销、设计
李奥贝纳(Leo Burnett):一个文案工作者,伟大的广告人。他相信简单才能清楚地呈现主题,正如他的名言:「要单纯,要使人记忆深刻,要让人乐于注意、看得有趣。」,同时他相信伟大的创意所具有的力量,「一个真正的创意,拥有它自己的力量与生命。」 ,正因为这样的信念,贝纳先生创作了无数经得起时间考验的经典广告,包括万宝路牛仔、家乐氏东尼老虎以及绿巨人玉米罐头。

大卫奥格威(David Ogilvy):伟大的广告人。推动广告创作与创意表现的动力。

李奥贝纳的100名言

1、伸手摘星,即使徒劳无功,亦不致一手污泥。
“When you reach for the stars you may not quite get one,but you won't come up with a  handful of mud either.”

2、不想犯错?只要不再去想好的创意点子就行了。
“To swear off making mistakes is very easy.All you have to do is swear off having ideas.”

3、丧失谦逊,会危害我们的判断力;自以为是,可以让我们前进时栽跟斗。
“Loss of humility can wreck our judgment.Smug complacency can put a roadblock in front of our progress.”

4、广告没有永恒的成功。
“There is no such thing as a permanent advertising success.”

5、我相信,自我的满足就是每天感觉自己的薪水一分一毫都是自己流血流汗赚来的。
“Personal satisfaction,I believe,must come in a day-to-day feeling that one has earned his or her pay.”

6、我从未见过,在任何真正伟大广告诞生的过程中,没有一点疑惑、没有堆满的字纸篓、没有殚精竭虑,没有对自我的恼怒和诅咒。
“Rarely have I seen any really great advertising created without a certain amount of confusion,throw-aways,bent noses,irritation and downright cursedness.”

7、有趣却毫无销售力的广告,只是在原地踏步;但是有销售力却无趣的广告,却令人憎恶。
“Fun without sell gets nowhere but sell without fun tends to become obnoxious.”

8、做生意的唯一目的,就在服务人群;而广告的唯一目的,就在对人们解释这项服务。

“The sole purpose of business is service.The sole purpose of advertising is explaining the service which business renders.”

9、这家公司从不曾刻板而无趣。这是我们珍贵的资产,也是每天兢兢业业的原动力。
“One thing this company has never been is stuffy.And this is a valuable thing not to have been and is very much a part of what makes us tick.”

10、简单点吧!让我们挑最明显的特点-最共通的事物-把它做得非比寻常地好。
“Keep it simple.Let's do the obvious thing-the common thing-but let's do it uncommonly well.”

11、最可怕的未来,就是万一我们得了「肥脑症」(Fatheadism),两耳之间别无长物,只有肥油,足以致我们于死地。
“The most fearful possibility that lies ahead is that we might contract‘fatheadism’-fat between the ears can destroy us.”

12、我们希望消费者说:「这真是个好产品」,而不是说:「这真是个好广告」。
“We want consumers to say,‘That's a hell of product’instead of ‘That's a hell of an ad.’”

13、企划广告时,就该想到如何销售。
“Plan the sale when you plan the ad.”

14、即使不考虑道德因素,不诚实的广告也被证实无利可图。
“Regardless of the moral issue,dishonesty in advertising has proved very unprofitable.”

15、如果你无法将自己当成消费者,那么你根本就不该进入广告这一行。
“If you can't turn yourself into your customer,you probably shouldn't be in the ad writing business at all.”

16、如果你在芝加哥做不出好广告,换到别的地方也无济于事。
“If you can't make a good ad in Chicago,you can't make one anywhere.”

17、有能力的创意人员,不会认为他的工作只是做一则或一套广告,他一定会下功夫去了解影响产品销售的其它因素。
“The competent creative man does not approach his job solely in terms of making an advertisement, or a series of advertisements.He must approach it with a clear understand of what other factors are involved in the sale of the product.”

18、在这个没人知道明天是什么样子的世界里,唯一能教人免于沮丧发狂的东西,就是朴实原始的作品。
“In a world where nobody seems to know what's going to happen next,the only thing to do to keep from going completely nuts from frustration is plain old-fashioned work.”

19、对生活抱持全面性的好奇,仍是伟大创意人员成功的秘诀。
“Curiosity about life in all of its aspects,I think, is still the secret of great creative people.”

20、我们生活的真正目的,便是透过创意和点子,为客户塑造商誉并不断开创销售佳绩。
“Our real purpose in life is that of improving the sales effectiveness and reputation of our clients through ideas.”

21、如果我们努力去寻找的话,总会有改进的空间,在某处等着我们。
“There is a paradise of improvement awaiting us if we search hard enough for it.”

22、我渐渐学到,为当时不受欢迎的想法或观念而战,永远是值回票价的,千万别屈服匆促而轻率的大众协议。
“I have learned that it pays to fight for concepts and causes that may appear unpopular at the moment ,rather than following the course of quick and easy agreement.”

23、很明显的,公司不可能比员工成长得更好或更快。
“It is apparent that the company can't be any better or bigger than the growth of the people in it.” 24、广告是人与人沟通的行业。我们应永远力行这个原则。
“In this agency business we are people talking to people,and that's what we should keep running through our fingers.”

25、我们制作销售产品的广告,但也请记住,广告负有广泛的社会责任。
“Let's gear our advertising to sell our goods,but let's recognize also that advertising has a broad social responsibility.”

26、如果你并不拥有十足的创造力,丰富的想像力,对万事万物也没有太多的好奇和疑问,那么,我劝你最好离广告这行远一点。
“If you're not fertile and imaginative and full of wonder and curiosity,I urge you to stay away from advertising.”

27、所谓的「拜大主义」,就是冰封固有操守而火热追求利润。
“‘Too-bigness’has set in when the hot pursuit of profits cuts corners on old-fashioned ethics.”

28、一个真正优秀的创意人员,对实事求是比能言善道更有兴趣,对感动人心比甜言蜜语更觉满足。
“A really good creative person is more interested in earnestness than in glibness and takes more satisfaction out of converting people than in ‘wowing’them.”

29、创意给人生命和生趣。
“Ideas alone enable a man to survive and flourish.”

30、当一个人从骨子里深深了解什么是对的,并时时身体力行,他便能免于落入妥协的陷阱-没有人能收买或腐化他。
“When a man knows deep in his bones what is right,and keeps acting on it,he avoids the trap of compromise-he remains incorruptible.”

31、一个公司,如果员工都不敢开口说话,发出不同声音,或大胆表达创见,大概离关门不远了。
“A company in which anyone is afraid to speak up,to differ,to be daring and original,is closing the coffin door on itself.”

32、公司壮大的一半乐趣,我认为,是对「先贬后褒」毫不在意。
“Half the pleasure of getting big,I think,is to thumb your nose at the indignity of getting dignified.”

33、让我们继续以此闻名:「这家代理商,花了大部分时间在改进它的理念,而不是在辩解它的正确性」。
“Let's continue to be known as an agency which spends more time trying to improve its theories rather than to defend them.”

34、整体的解决方法始于单一个体的个别努力。
“Collective solutions to problems start with individual human beings and individual efforts.”

35、公司变大,有时候的确有说不出的苦处;但是,相信我,比起缩编或停滞,这种痛苦实在微不足道。
“Growing pains sometines may seem unbearable,but believe me they are nothing compared with the pain of shrinking or the pain of standing still.”

36、广告如此这般告诉人们:「如此产品,给你如此的好处,到此处你就能找到它」。
“Advertising says to people,‘Here's what we've got. Here's what it will do for you. Here's how to get in.’”

37、广告代理商的作品是与温暖的,全然人性的,它触及人们的需求、欲望、梦想和希望;这样的作品,绝对无法在工厂生产线上完成。
“The work of an advertising agency is warmly and immediately human.It deals with human needs,wants,dreams and hopes. Its ‘product’cannot be turned out on an assembly line.”

38、我慢慢懂得,即使呆子也能写个烂广告;但是,要弄出点好东西,就真需要个天才。
“I have learned that any fool can write a bad ad,but that it takes a real genius to keep his hands off a good one.”

39、好广告不只在传达讯息,它能以信心和希望,穿透大众心灵。
“Good advertising does not just circulate information. It penetrates the public mind with desires and belief.”

40、唯一有价值的创意会议是,参与的每个人都以相同的事实开始为讨论的基准,不论点子乍听之下有多狂野,也都有雅量相待,并表现出谦冲的尊重。
“The only creative conference worth a damn is one in which everybody in the room starts from the same base of fact,a consuming appetite for ideas no matter how wild they may first appear,and a humblerespect for them.”

41、我逐渐体会到,没有好客户,就不会有好广告;没有好广告,就也留不住好客户。还有,没有任何一个客户,会买他自己都没兴趣,或是看不懂的广告。
“I have learned that you can't have good advertising without a good client,that you can't keep a good client without good advertising,and no client will ever buy better advertising than he understandsor has an appetite for.” 42、如果事实支持你,而你也相信自己,在一路为创意而战的途中,绝少会败下阵来。
“If you have the facts on your side and honest conviction in your heart,your rarely lose by fighting for your idea all the way."

43、你一再错失大好良机,是不是因为走到了十字路口,而自己总是浑然不觉?
“Are you blowing opportunity after opportunity because you can't recognize a crossroad when you come to it?"

44、我们的行业,就是创意。创意在气味相投的气氛中,最能成长茁壮。
“Our business is ideas.They grow and flourish best in an  atmosphere of congenial collaboration.”

45、与公司门面及财务状况相较,我们应该更关心公司的灵魂--那就是我们的价值观,热情与操守。
“It seems to us there should be less concern about the dimensions of a business.And considerably more concern about its heartbest-the  value,zest and spirit behind its physical and financial facade.”

46、在物色创意人选时,那些对生命近乎天真般好奇的人,总会让我产生高度兴趣。
“In looking for creative people,I am always most interested in those who have an almost naive curiosity about life.”

47、在我认为,做广告最伟大的成就是使人信服;而没有任何东西比产品本身更能说服人。
“The greatest thing to be achieved in advertising,in my opinion,is believability ,and nothing is more believable than the product itself.”

48、占领市场必先占领消费者的心灵。
“Before you can have a share of market,you must have a share of mind.”

49、消费大众并不真正知道自己要什么。直到那些创意以商品方式呈现在他们的面前。如果他们能事先告诉你自己要什么,今天就不会有轮子、杠杆,甚或汽车、飞机和电视的出现。
“The public does not know what it wants,and there is no sure way of finding out until the idea is exposed under normal conditions of sale.If people could tell you in advance what they want,there would never have been a wheel ,a lever,much less an automobile,an airplane or a TV set.”

50、没上过档的广告,做得再好,都永远无法创造销售。
“A good ad which is not run never produces sales.”

51、太多广告努力不要超越人们的智商,结果落得无人闻问。
“Too many ads that try not to go over the reader's head end up beneath his notice.”

52、我发觉,写一则谈好广告的演讲稿,远比创造一个好广告来得容易。
“I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.”

53、在企划的过程里,我喜欢在伟大创意未知国度边缘冒险的感觉;但只要懂得利用事实为器,我们就有机会攻城掠地。
“In all of our planning I like to feel that we adventurously live on the fringe of the Great Creative Unknown,but if we are properly armed with facts we are always better prepared to enter it.”

54、我认为,在人类历史中,只有一个人是不可或缺的,他就是亚当。
“In my opinion ,there has been only one indispensable man in the history of the world .His name was Adam.”

55、我喜欢我们的公司看起来像一家光着脚丫的代理商,心中一直努力「穿别人的鞋子」,设身处地为他人着想--是一个辛勤工作的农场,而不是休闲观光的农舍。
“I like to look on our own shops as kind of a barefoot agency which is mentally always trying to put itself into other people's shoes-a working ranch rather than a dude ranch.”

56、我们业务量的成长来自现有客户的成长多于新客户的增加。
“We built our business not so much by getting accounts as building them.”

57、伟大的创意或平面广告,总是出其不意地单纯,触动人心而不凿斧痕。
“As I have observed it ,great advertising writing,either in print or TV, is always deceptively and disarmingly simple.It has the common touch without being or sounding patronizing.”

58、我相信广告最大的危险之一,不在误导群众,而是让他们觉得要命地无聊。
“I am one who believes that one of the greatest dangers of advertising is not that of misleading people,but that of boring them to death.”

59、广告中原创的诀窍,不在制造新奇花俏的图像文字,而是组合那些熟悉的文字与图片,产生全新的趣味。
“The secret of all effective originality in advertising is not the creation of new and tricky words and pictures,but one of putting familiar words and pictures into new relationships.”

60、在我们这个行业,当你开始关心数钞票,胜于做好广告及服务客户时,很快的,你就会发现没有多少钞票可数。
“In this business when you start putting the emphasis on counting money rather than getting out better ads and otherwise giving your clients better service,you soon learn that there is very little money to count.”

61、即流的最好方法,就是善于利用时间,它直接影响我们实际的费用与利润。
“The greatest saving of all is better utilization of our time.This directly affects practically every phase of the business in terms of expense and profits.”

62、我始终抱持着一个态度:没有「问题客户」,只有客户的重大问题。陷溺问题的挣扎,永远比寻求解决之道浪费时间且消耗精力。
“I have always taken the attitude that no account is a ‘problem account’but that all accounts have important problems attached to them-that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it.”

63、与人相处共事,我学到一件非常简单的事实:「没有人故意犯错」。这个体认让我们集中心力寻求补救之道,而不让犯错的人感觉生不如死。如果这个人是块料,他的内疚会是最令他难过的谴责。
“In learning to work and live with people,the most important thing I am coming to understand is the simple truth that ‘no one makes mistakes on purpose.’Knowing this should allow us to concentrate on correcting the mistake rather than making life miserable for the mistake maker.If he is the right sort,nothing you can say or do to him will make him feel any worse about the mistake than he does already.”

64、伟大的创意造就伟大的广告公司,而伟大的广告公司依然以伟大的广告为目标。
“Agencies that create great advertising may become big agencies,but their goal remains the creation of great advertising.”

65、要单纯,要使人记忆深刻,要让人乐于注意、看得有趣。
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

66、有乐趣的环境能滋养创意,没有人工作只是为了好玩,但并不意味工作不能变得有趣。
“Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun,but that does not mean there cannot be fun in business.”

67、像我们这样规模的公司,很明显地,作业必须精密地分工,但这并不意味我们必须「本位化」。
“In operating a business of our size,it is obvious that we have to be well departmentalized. This does not mean,however,that we have to be channelized.”

68、就我所见,最大的问题就是要如何避免自己行径妄自尊大。
“The biggest problem of all,as I see it,is a human one--how to keep from acting big.”

69、「伸手摘星」可能听起来有些天真,但却是我一个热情信念;也许这个世界真该多一点这样的浪漫。
“‘Reaching for the Stars'may sound a little naive,but it is a thought in which I passionately believe;and maybe the world could use a little more naivete of that kind.”

70、我想正是伸手摘星的精神,让我们很多人长时间地工作奋战。不论到哪,让作品充分表现这个精神,并且驱使我们放弃佳作,只求杰作。
“It is this spirit(Reaching for the Stars) which I think has made many of us work long hours,which makes us carry the thought of our work with us wherever we go,which makes us lay aside good work for better work.”

71、我一直觉得广告是可能让人兴奋的,并且乐在其中,觉得深具价值、意义而可敬。同时广告也是必须深思熟虑,全力以赴的行业。
“I have always felt that advertising could be something to get excited about. To take pleasure in. To regard as orthwhile,meaningful,respectable. Something to do thoughtfully and well.”

72、认为大众可以被愚弄、牵着鼻子走的人,就是低估社会大众;当然,他在广告圈也不会有什么大成就。
“Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people-and he won't do very well in advertising.”

73、我倾听每个人讲话并一一记录,特别是对业务人员。因为,他们一直最接近人群。
“I listen to everybody and take notes. Particularly salesmen. They get colse to people.”

74、我们组织机构的运作,不应该将那些「异议分子」及不依常规的非我族类排拒在外。
“It's important in building our organizational machines not to exclude the dissenter,the ‘Outsider,’the non-conformist.”

75、一个放诸四海皆准的事实-必须先做成朋友,对方才会听你的忠告。
“It seems axiomatic that you have to make a friend before you can effectively make him a proposition.”

76、如果你要写废话,也要写得像样,不要写得低俗。
“If you are writing about baloney,don't try to make it Cornish hen,because that is the worst kind of baloney there is. Just make it darned good baloney.”

77、文字,是我们这行业的利器。文字在意念的表达中,注入热情和灵魂。
“The grist for our mill is still words. Words as they put the sock and soul into the expression of ideas.”

78、坚持不让权宜之计取代原则,不让浮夸掩盖事实。
“Take a firm stand against putting expediency above principle;bluff ahead of facts.”

79、一个具有销售力的创意,基本上从未改变过,必须有吸引力与相关性。但是,在广告噪音喧嚣的今天,如果你不能引人注目并获得信任,依然一事无成。
“A good basic selling idea,involvement and relevancy,of course,are as important as ever,but in the advertising din of today,unless you make yourself noticed and believed,you ain't got nothin.”

80、高雅的品味,崇高的道德标准,向社会大众负责及不施压力威胁的态度-这些事让你终有所获。
“These things pay off-good taste,a high standard of ethics,an attitude of public responsibility and low pressure.”

81、我唯一的警告是,公司的成长绝不能以正直为代价;我认为,正直是这家广告代理商的灵魂与前进的动力。
“My only warning is that growth never compromises integrity,and I regard integrity as the heart and driving force of this agency.”

82、我学到去实践我所谓的—「建设性的不满足」。
“I have learned to practice what I call ‘constructive issatisfaction.’”

83、我认为一个伟大的广告,是世上最美的事物。
“I regard a great ad as the most beautiful thing in the world.”

84、一个真正的创意,拥有它自己的力量与生命。
“A real idea has a power of its own and a life of its own.”

85、坚持我们誓守的唯一真理-神圣的个人操守。
“Cling like wildcats to the only realities we can swear we have hold of-our own scared and individual integrities.”

86、尽忠职守,勤奋工作,并且热爱、荣耀、相信自己的直觉。
“Steep yourself in your subject,work like hell,and love,honor and obey your hunches.”

87、我所享有的任何成就,完全归因于对客户与工作的高度责任感,不惜付出自我而成就完美的热情,以及绝不容忍马虎的想法,草率粗心的工作,与差强人意的作品。
“Whatever success I have enjoyed,I attribute almost entirely to a deep personal sense of responsibility to our clients and to the job at hand,with a passion for thoroughness,often at considerable personal sacrifice,and an unyielding intolerance of sloppy thinking,sloppy work and almost-good-enough jobs.”

88、好广告会是图片与文字的快乐联姻,而不是他们之间的竞赛。
“Good advertising is a happy wedding of words and pictures,not a contest between them.”

89、我深信卓越的创意作品,永远是一个成功代理商前进巨轮的中轴-过去是,现在是,未来亦如是。
“I believe that superior creative work always has been,is,and always will be the hub of the wheel in any successful agency.”

90、我寻找了解并熟谙如何做好广告的撰文与艺术指导人员,他们必须技艺娴熟,盖下的一砖一瓦皆有其旨趣。
“I look for craftsmen in words and pictures who so completely understand good creative masonry and are so skilled in it,that when they lay a brick out of place they do it on purpose.”

91、在演出的舞台上,广告不是一出独角戏。它是以行销领衔下各项活动集体演出中的一员。而且广告必须与其它活动和谐一致,方能有好的演出效果。
“...In its performance,advertising is not a soloist.It is a member of an ensemble of all those activities that can be classified under the general head of marketing,and it must do its part in harmony with them if the end result is to be good.”

92、建立服务关系的唯一坚实基础,在于彼此的信心与尊敬。除非一开始就有此基础,否则客户终将落得以赔钱与失望收场。
“The only sound basis of a personal service relationship is mutual confidence and respect. Unless that exists at the start,the account will eventually represent loss and disappointment.”

93、摩擦产生星星之火,星星之火点燃伟大创意的燎原巨焰。
“Friction makes sparks and sparks start great creative conflagrations.”

94、说话算数,遵守时限,信守承诺,这些不仅是固有的道德,而且做不做得到,决定我们成为什么样的人。个性也是如此形成的。
“Promises must be kept,deadlines met,commitments honored;not just for the sake of old-fashioned morality,but because we become what we do (or fail to do),and character is simply the sum of our performances.”

95、广告无法为一个人们不需要、不渴望拥有的产品塑造奇迹。但是,一位有技巧的广告人可以将产品原被忽略的特点表现出来,而激起人们拥有的欲望。
“Advertising cannot perform magic for an unwanted or undesirable product. But a skilled advertising man can present previously overlooked virtues in a product in a way that will make people reach for it.”

96、事前计划,但要保持弹性。
“Plan ahead but maintain flexibility.”

97、我们应该不断提醒自己,运用时间的最高生产国,才有机会让自己有最大的收入,公司有最好的利润。
“We should constantly remind ourselves that the most productive use of our own time offers the greatest opportunity for increased income for us as individuals and for better earnings for our company.”

98、任何时间,我们都应该去自我检验伴随成功而来,却引起内部腐败的迹象。这些迹象就是自满-惯性-以及官僚主义。
“This is as good a time as any to start examining ourselves for any of those tell-tale signs of success that lead to inner rot. Those signs are complacency...coasting...bureaucracy.”

99、你可以在广告业成长,但不一定要变老。
“You can grow up in the advertising business,but you don't have to grow old in it.”

100、人们时常问我为何选择了广告。其实是广告选择了我。
“I am often asked how I got into this business. I didn't. The business got into me.”


—— 摘自 kay86 发表《广告大师李奥贝纳的100名言/转载

文章引用自:http://blog.sina.com.cn/u/4c525b11010008hx

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