廣告大師李奧貝納的名言

伸手摘星,即便徒勞無功,亦不致一手污泥。
When you reachfor the stars you may not quite get one, but you wont come up with a handful of mud either.

不想犯錯?只要不再去想好的創意點子就行了。
To swear off making mistakes is very easy. All you have to do is swear off having ideas.

喪失謙遜,會危害我們的判斷力;自以為是,可以讓我們前進時栽跟斗。
Loss of humility can wreck our judgment. Smug complacency can put a roadblock in front of our progress.

廣告沒有永恆的成功。
There is no such thing as a permanent advertising success.

我相信,自我的滿足就是每天感覺自己的薪水,一分一毫都是自己流血流汗賺來的。
Personal satisfaction, I believe, must come in a day-to-day feeling that one has earned his or her pay.

我從未見過,在任何真正偉大廣告誕生的過程中,沒有一點疑惑、沒有堆滿的字紙簍、沒有彈精竭慮,沒有對自我的惱怒和詛咒。
Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways,bent noses,irritation and downright cursedness.

有趣卻毫無銷售力的廣告,只是在原地踏步;但是有銷售力卻無趣的廣告,卻令人憎惡。
Fun without sell gets nowhere but sell without fun tends to become obnoxious.

做生意的唯一目的,就在服務人群;而廣告的唯一目的,就在對人們解釋這項服務。
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

這家公司從不刻板而無趣。這是我們珍貴的資產,也是每天兢兢業業的原動力。
One thing this company has never been is stuffy. And this is a valuable thing not to have benn and is very much a part of what makes us tick.

簡單點吧!讓我們挑最明顯的特點 – 最共通的事物 – 把它做得非比尋常地好。
Keep it simple. Let’s do the obvious thing-the commmon thing-but let’s do it uncommonly well.

最可怕的未來,就是萬一我們得了「肥腦症」,兩耳之間別無長物,只有肥油,足以致我們於死地。
The most fearful possibility that lies ahead is that we might contract “fatheadism” – fat between the ears can destroy us.

我們希望消費者說:「這真是個好產品」,而不是說:「這真是個好廣告」。
We Want consumers to say, “That’s a hell of product” instead of “That’s a hell of an ad.”

企劃廣告時,就該想到如何銷售。
Plan the sale when you plan the ad.

即使不考慮道德因素,不誠實的廣告也被證實無利可圖。
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

如果你無法將自己當成消費者,那麼你根本就不該進入廣告這一行。
If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.

如果你在芝加哥做不出好廣告,換到別的地方也無濟於事。
If you can’t make a good ad in Chicago, you can’t make one anywhere.

有能力的創意人員,不會認為他的工作只是做一則或一套廣告,他一定會下功夫去了解影響產品銷售的其它因素。
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.

在這個沒人知道明天是什麼樣子的世界裡,唯一能教人免於沮喪發狂的東西,就是樸實原始的作品。
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.

對生活抱持全面性的好奇,仍是偉大創意人員成功的秘訣。
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.

我們生活的真正目的,便是透過創意和點子,為客戶塑造商譽並不斷開創銷售佳績。
Our real purpose in life is that of improving the sales effectiveness and reputation of our clients though ideas.

如果我們努力去尋找的話,總會有改進的空間,在某處等著我們。
There is paradise of improvement awaiting us if we search hard enough for it.

我漸漸學到,為當時不受歡迎的想法或觀念而戰,永遠是值回票價的,千萬別屈服匆促而輕率的大眾協議。
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.

很明顯地,公司不可能比員工成長得更好或更快。
It is apparent that the company can’t be any better or bigger than the growth of the people in it.

廣告是人與人溝通的行業。我們應永遠力行這個原則。
In this agency business we are people talking to people, and that’s what we should kepp running thought our fingers.

我們製作銷售產品的廣告,但也請記住,廣告負有廣泛的社會責任。
Let’s gear our advertsing to sell our goods, but let’s recognize also that advertising has a broad social responsibility.

如果你並不擁有十足的創造力,豐富的想像力,對萬事萬物也沒有太多的好奇和疑問,那麼,我勸你最好離廣告這行遠一點。
If you’re not fertile and imaginative and full of wonder and curiosity, Iurge you to stay away from advertising.

所謂的「拜大主義」,就是冰封固有操守而火熱追求利潤。
“Too-bigness” has set in when the hot pursuit of profits cuts cotner on old-fashioned ethics.

一個真正優秀的創意人員,對實事求是比能言善道更有興趣,對感動人心比甜言蜜語更覺滿足。
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.

創意給人生命和生趣
Ideas along enable a man to survive and flourish.

當一個人從骨子裡深深了解什麼是對的,並時時身體力行,他便能免於落入妥協的陷阱 – 沒有人能收買或腐化他
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.

一個公司,如果員工都不敢開口說話,發出不同聲音,或大膽表達創見,大概離關門不遠了。
A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.

公司壯大的一半樂趣,我認為,是對「先褒後貶」毫不在意。
Half the pleasure of getting big, I think, is to thumb your nose at the indignity of getting dignified,

讓我們繼續以此聞名:「這家代理商,花了大部份時間在改進它的理念,而不是在辯解它的正確性」。
Let’s continue to be known as an agency which spends more time trying to improve its theories rather than to defend them.

整體的解決方法始於單一個體的個別努力。
Collective solutions to problems start with individual human beings and individual efforts.

公司變大,有時候的確有說不出的苦處;但是,相信我,比起縮編或停滯,這種痛苦實在微不足道。
Growing pains sometimes may seen unbearable, but believe me they are nothing compared with the pain of shrinking or the pain of standing still.

廣告如此這般告訴人們:「如此產品,給你如此的好處,到此處你就能找到它」。
Advertising says to people,”Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.”

廣告代理商的作品是溫暖的,全然人性的,它觸及人們的需求、慾望、夢想和希望;這樣的作品,絕對無法在工廠生產線上完成。
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its “product” cannot turned out on an assembly line.

我慢慢懂得,即使呆子也能寫個爛廣告;但是,要弄出點好東西,就真需要個天才。
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.

好廣告不只在傳達訊息,它能以信心和希望,穿透大眾心靈。
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

唯一有價值的創意會議是,參與的每個人都以相同的事實開始為討論的基準,不論點子乍聽之下有多狂野,也都有雅量相待,並表現出謙沖的尊重。
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 humble respect for them.

我逐漸體會到,沒有好客戶,就不會有好廣告;沒有好廣告,就也留不住好客戶。還有,沒有一個客戶,會買他自己都沒興趣,或是看不懂的廣告。
I have learned that you can’t have good advertising tithout a good client, that you can’t keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.

如果事實支持你,而你也相信自己,在一路為創意而戰的途中,絕少會敗下陣來。
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.

你一再錯失大好良機,是不是因為走到了十字路口,而自己總是渾然不覺?
Are you blowing opportunity after opportunity because you can’t recognize a crossroad when you come to it?

我們的行業,就是創意。創意在氣味相投的氣氛中,最能成長茁壯。
Our business is ideas. They grow and flourish best in an atmosphere of congenial collaboration.

與公司門面及財務狀況相較,我們應該更關心公司的核心 – 那就是我們的價值觀、熱情與操守。
It seems to us there should be less concern about the dimensions of a business. And considerably more concern about its heartbeat – the values, zest and spirit behind its physical and financial facade.

在物色創意人選時,那些對生命近乎天真般好奇的人,總會讓我產生高度興趣。
In looking for creative people, Iam always most interested in those who have an almost native curiosity about life.

在我認為,做廣告最偉大的成就是使人信服;而沒有任何東西比產品本身更能說服人。
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

佔領市場必先佔領消費者的心靈。
Before you can have a share of market, you must have a share of mind.

消費大眾並不真正知道自己要什麼。直到那些創意以商品方式呈現在他們的面前。如果他們能事先告訴你自己要什麼,今天就不會有輪子、槓桿,甚或汽車、飛機和電視的出現。
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 autobobile, an airplane or a TV set.

沒上過檔的廣告,做得再好,都永遠無法創造銷售。
A good ad which is not run never produces sales.

太多廣告努力不要超越人們的智商,結果落得無人聞問。
Too many ads that try not to go over the reader’s head end up beneath his notice.

我發覺,寫一則談好廣告的演講稿,遠比創造一個好廣告來得容易。
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.

在企劃的過程裡,我喜歡在偉大創意未知國度邊緣冒險的感覺;但只要懂得利用事實為器,我們就有機會攻城掠地。
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.

我認為,在人類歷史中,只有一個人是不可或缺的,他就是亞當。
In my opinion, there has been only one indispensable man in the history of the world. His name was Adam.

我喜歡我們的公司看起來像一家光著腳丫的代理商,心中一直努力「穿別人的鞋子」,設身處地為他人著想 – 是一個辛勤工作的農場,而不是休閒觀光的農舍。
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.

我們的業務量成長來自現有客戶的成長,多於新客戶的增加。
We built our business not so much by getting accounts as building them.

偉大的創意或平面廣告,總是出其不意地單純,觸動人心而不鑿斧痕。
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.

我相信廣告最大的危險之一,不在誤導群眾,而是讓他們覺得要命地無聊。
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.

廣告中原創的訣竅,不在製造新奇花俏的圖像文字,而是組合那些熟悉的文字與圖片,產生全新的趣味。
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.

在我們這個行業,當你開始關心數鈔票,勝於做好廣告及服務客戶時,很快的,你就會發現沒有多少鈔票可數。
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.

節流的最好方法,就是善於利用時間,它直接影響我們實際的費用與利潤。
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.

我始終抱持著一個態度:沒有「問題客戶」,只有客戶的重大問題。陷溺問題的掙扎,永遠比尋求解決之道浪費時間且消耗精力。
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 bervous energy by fighting a problem than by taking a positive attitude and solving it.

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