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首页 李奥贝纳对广告的100句话.pdf

李奥贝纳对广告的100句话.pdf

李奥贝纳对广告的100句话.pdf

上传者: bunnyfang 2011-09-07 评分 5 0 283 39 1288 暂无简介 简介 举报

简介:本文档为《李奥贝纳对广告的100句话pdf》,可适用于人文社科领域,主题内容包含左文右案肥水待流李奥贝纳对广告的句话、伸手摘星即使徒劳无功亦不致一手污泥。“Whenyoureachforthestarsyoumaynotquit符等。

左文右案肥水待流李奥贝纳对广告的句话、伸手摘星即使徒劳无功亦不致一手污泥。“Whenyoureachforthestarsyoumaynotquitegetone,butyouwon'tcomeupwithahandfulofmudeither”、不想犯错?只要不再去想好的创意点子就行了。“ToswearoffmakingmistakesisveryeasyAllyouhavetodoisswearoffhavingideas”、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。“LossofhumilitycanwreckourjudgmentSmugcomplacencycanputaroadblockinfrontofourprogress”、广告没有永恒的成功。“Thereisnosuchthingasapermanentadvertisingsuccess”、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。“Personalsatisfaction,Ibelieve,mustcomeinadaytodayfeelingthatonehasearnedhisorherpay”、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。“RarelyhaveIseenanyreallygreatadvertisingcreatedwithoutacertainamountofconfusion,throwaways,bentnoses,irritationanddownrightcursedness”、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。“Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious”、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。左文右案肥水待流“ThesolepurposeofbusinessisserviceThesolepurposeofadvertisingisexplainingtheservicewhichbusinessrenders”、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。“OnethingthiscompanyhasneverbeenisstuffyAndthisisavaluablethingnottohavebeenandisverymuchapartofwhatmakesustick”、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。“KeepitsimpleLet'sdotheobviousthingthecommonthingbutlet'sdoituncommonlywell”、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。“Themostfearfulpossibilitythatliesaheadisthatwemightcontract‘fatheadism’fatbetweentheearscandestroyus”、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」。“Wewantconsumerstosay,‘That'sahellofproduct’insteadof‘That'sahellofanad’”、企划广告时就该想到如何销售。“Planthesalewhenyouplanthead”、即使不考虑道德因素不诚实的广告也被证实无利可图。“Regardlessofthemoralissue,dishonestyinadvertisinghasprovedveryunprofitable”、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。“Ifyoucan'tturnyourselfintoyourcustomer,youprobablyshouldn'tbeintheadwritingbusinessatall”、如果你在芝加哥做不出好广告换到别的地方也无济于事。“Ifyoucan'tmakeagoodadinChicago,youcan'tmakeoneanywhere”、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。“Thecompetentcreativemandoesnotapproachhisjobsolelyintermsofmakinganadvertisement,oraseriesofadvertisementsHemustapproachitwithaclear左文右案肥水待流understandofwhatotherfactorsareinvolvedinthesaleoftheproduct”、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。“Inaworldwherenobodyseemstoknowwhat'sgoingtohappennext,theonlythingtodotokeepfromgoingcompletelynutsfromfrustrationisplainoldfashionedwork”、对生活抱持全面性的好奇仍是伟大创意人员成功的秘诀。“Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople”、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。“Ourrealpurposeinlifeisthatofimprovingthesaleseffectivenessandreputationofourclientsthroughideas”、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。“Thereisaparadiseofimprovementawaitingusifwesearchhardenoughforit”、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。“Ihavelearnedthatitpaystofightforconceptsandcausesthatmayappearunpopularatthemoment,ratherthanfollowingthecourseofquickandeasyagreement”、很明显的公司不可能比员工成长得更好或更快。“Itisapparentthatthecompanycan'tbeanybetterorbiggerthanthegrowthofthepeopleinit”、广告是人与人沟通的行业。我们应永远力行这个原则。“Inthisagencybusinesswearepeopletalkingtopeople,andthat'swhatweshouldkeeprunningthroughourfingers”、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'sgearouradvertisingtosellourgoods,butlet'srecognizealsothatadvertisinghasabroadsocialresponsibility”左文右案肥水待流、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。“Ifyou'renotfertileandimaginativeandfullofwonderandcuriosity,Iurgeyoutostayawayfromadvertising”、所谓的「拜大主义」就是冰封固有操守而火热追求利润。“‘Toobigness’hassetinwhenthehotpursuitofprofitscutscornersonoldfashionedethics”、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。“Areallygoodcreativepersonismoreinterestedinearnestnessthaninglibnessandtakesmoresatisfactionoutofconvertingpeoplethanin‘wowing’them”、创意给人生命和生趣。“Ideasaloneenableamantosurviveandflourish”、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。“Whenamanknowsdeepinhisboneswhatisright,andkeepsactingonit,heavoidsthetrapofcompromiseheremainsincorruptible”、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。“Acompanyinwhichanyoneisafraidtospeakup,todiffer,tobedaringandoriginal,isclosingthecoffindooronitself”、公司壮大的一半乐趣我认为是对「先贬后褒」毫不在意。“Halfthepleasureofgettingbig,Ithink,istothumbyournoseattheindignityofgettingdignified”、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'scontinuetobeknownasanagencywhichspendsmoretimetryingtoimprove左文右案肥水待流itstheoriesratherthantodefendthem”、整体的解决方法始于单一个体的个别努力。“Collectivesolutionstoproblemsstartwithindividualhumanbeingsandindividualefforts”、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。“Growingpainssometinesmayseemunbearable,butbelievemetheyarenothingcomparedwiththepainofshrinkingorthepainofstandingstill”、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」。“Advertisingsaystopeople,‘Here'swhatwe'vegotHere'swhatitwilldoforyouHere'showtogetin’”、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。“TheworkofanadvertisingagencyiswarmlyandimmediatelyhumanItdealswithhumanneeds,wants,dreamsandhopesIts‘product’cannotbeturnedoutonanassemblyline”、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。“Ihavelearnedthatanyfoolcanwriteabadad,butthatittakesarealgeniustokeephishandsoffagoodone”、好广告不只在传达讯息它能以信心和希望穿透大众心灵。“GoodadvertisingdoesnotjustcirculateinformationItpenetratesthepublicmindwithdesiresandbelief”、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。“Theonlycreativeconferenceworthadamnisoneinwhicheverybodyintheroomstartsfromthesamebaseoffact,aconsumingappetiteforideasnomatterhowwildtheymayfirstappear,andahumblerespectforthem”左文右案肥水待流、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。“Ihavelearnedthatyoucan'thavegoodadvertisingwithoutagoodclient,thatyoucan'tkeepagoodclientwithoutgoodadvertising,andnoclientwilleverbuybetteradvertisingthanheunderstandsorhasanappetitefor”、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。“Ifyouhavethefactsonyoursideandhonestconvictioninyourheart,yourrarelylosebyfightingforyourideaalltheway"、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?“Areyoublowingopportunityafteropportunitybecauseyoucan'trecognizeacrossroadwhenyoucometoit"、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。“OurbusinessisideasTheygrowandflourishbestinanatmosphereofcongenialcollaboration”、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。“ItseemstousthereshouldbelessconcernaboutthedimensionsofabusinessAndconsiderablymoreconcernaboutitsheartbestthevalue,zestandspiritbehinditsphysicalandfinancialfacade”、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。“Inlookingforcreativepeople,Iamalwaysmostinterestedinthosewhohaveanalmostnaivecuriosityaboutlife”、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。“Thegreatestthingtobeachievedinadvertising,inmyopinion,isbelievability,andnothingismorebelievablethantheproductitself”、占领市场必先占领消费者的心灵。左文右案肥水待流“Beforeyoucanhaveashareofmarket,youmusthaveashareofmind”、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。“Thepublicdoesnotknowwhatitwants,andthereisnosurewayoffindingoutuntiltheideaisexposedundernormalconditionsofsaleIfpeoplecouldtellyouinadvancewhattheywant,therewouldneverhavebeenawheel,alever,muchlessanautomobile,anairplaneoraTVset”、没上过档的广告做得再好都永远无法创造销售。“Agoodadwhichisnotrunneverproducessales”、太多广告努力不要超越人们的智商结果落得无人闻问。“Toomanyadsthattrynottogooverthereader'sheadendupbeneathhisnotice”、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。“Ihavelearnedthatitisfareasiertowriteaspeechaboutgoodadvertisingthanitistowriteagoodad”、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。“InallofourplanningIliketofeelthatweadventurouslyliveonthefringeoftheGreatCreativeUnknown,butifweareproperlyarmedwithfactswearealwaysbetterpreparedtoenterit”、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。“Inmyopinion,therehasbeenonlyoneindispensablemaninthehistoryoftheworldHisnamewasAdam”、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。“Iliketolookonourownshopsaskindofabarefootagencywhichismentallyalwaystryingtoputitselfintootherpeople'sshoesaworkingranchrather左文右案肥水待流thanaduderanch”、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。“Webuiltourbusinessnotsomuchbygettingaccountsasbuildingthem”、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。“AsIhaveobservedit,greatadvertisingwriting,eitherinprintorTV,isalwaysdeceptivelyanddisarminglysimpleIthasthecommontouchwithoutbeingorsoundingpatronizing”、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。“Iamonewhobelievesthatoneofthegreatestdangersofadvertisingisnotthatofmisleadingpeople,butthatofboringthemtodeath”、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。“Thesecretofalleffectiveoriginalityinadvertisingisnotthecreationofnewandtrickywordsandpictures,butoneofputtingfamiliarwordsandpicturesintonewrelationships”、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。“Inthisbusinesswhenyoustartputtingtheemphasisoncountingmoneyratherthangettingoutbetteradsandotherwisegivingyourclientsbetterservice,yousoonlearnthatthereisverylittlemoneytocount”、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。“ThegreatestsavingofallisbetterutilizationofourtimeThisdirectlyaffectspracticallyeveryphaseofthebusinessintermsofexpenseandprofits”、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。“Ihavealwaystakentheattitudethatnoaccountisa‘problemaccount’左文右案肥水待流butthatallaccountshaveimportantproblemsattachedtothemthatyoucanwastemoretimeandburnupmorenervousenergybyfightingaproblemthanbytakingapositiveattitudeandsolvingit”、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。“Inlearningtoworkandlivewithpeople,themostimportantthingIamcomingtounderstandisthesimpletruththat‘noonemakesmistakesonpurpose’KnowingthisshouldallowustoconcentrateoncorrectingthemistakeratherthanmakinglifemiserableforthemistakemakerIfheistherightsort,nothingyoucansayordotohimwillmakehimfeelanyworseaboutthemistakethanhedoesalready”、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。“Agenciesthatcreategreatadvertisingmaybecomebigagencies,buttheirgoalremainsthecreationofgreatadvertising”、要单纯要使人记忆深刻要让人乐于注意、看得有趣。“MakeitsimpleMakeitmemorableMakeitinvitingtolookatMakeitfuntoread”、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。“CreativeideasflourishbestinashopwhichpreservessomespiritoffunNobodyisinbusinessforfun,butthatdoesnotmeantherecannotbefuninbusiness”、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」。“Inoperatingabusinessofoursize,itisobviousthatwehavetobewelldepartmentalizedThisdoesnotmean,however,thatwehavetobechannelized”左文右案肥水待流、就我所见最大的问题就是要如何避免自己行径妄自尊大。“Thebiggestproblemofall,asIseeit,isahumanonehowtokeepfromactingbig”、「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。“‘ReachingfortheStars'maysoundalittlenaive,butitisathoughtinwhichIpassionatelybelieveandmaybetheworldcouldusealittlemorenaiveteofthatkind”、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。“Itisthisspirit(ReachingfortheStars)whichIthinkhasmademanyofusworklonghours,whichmakesuscarrythethoughtofourworkwithuswhereverwego,whichmakesuslayasidegoodworkforbetterwork”、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。“IhavealwaysfeltthatadvertisingcouldbesomethingtogetexcitedaboutTotakepleasureinToregardasworthwhile,meaningful,respectableSomethingtodothoughtfullyandwell”、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。“Anyonewhothinksthatpeoplecanbefooledorpushedaroundhasaninaccurateandprettylowestimateofpeopleandhewon'tdoverywellinadvertising”、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。“IlistentoeverybodyandtakenotesParticularlysalesmenTheygetcolse左文右案肥水待流topeople”、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'simportantinbuildingourorganizationalmachinesnottoexcludethedissenter,the‘Outsider,’thenonconformist”、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。“Itseemsaxiomaticthatyouhavetomakeafriendbeforeyoucaneffectivelymakehimaproposition”、如果你要写废话也要写得像样不要写得低俗。“Ifyouarewritingaboutbaloney,don'ttrytomakeitCornishhen,becausethatistheworstkindofbaloneythereisJustmakeitdarnedgoodbaloney”、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。“ThegristforourmillisstillwordsWordsastheyputthesockandsoulintotheexpressionofideas”、坚持不让权宜之计取代原则不让浮夸掩盖事实。“Takeafirmstandagainstputtingexpediencyaboveprinciplebluffaheadoffacts”、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。“Agoodbasicsellingidea,involvementandrelevancy,ofcourse,areasimportantasever,butintheadvertisingdinoftoday,unlessyoumakeyourselfnoticedandbelieved,youain'tgotnothin”、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。“Thesethingspayoffgoodtaste,ahighstandardofethics,anattitudeofpublicresponsibilityandlowpressure”、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左文右案肥水待流灵魂与前进的动力。“Myonlywarningisthatgrowthnevercompromisesintegrity,andIregardintegrityastheheartanddrivingforceofthisagency”、我学到去实践我所谓的「建设性的不满足」。“IhavelearnedtopracticewhatIcall‘constructivedissatisfaction’”、我认为一个伟大的广告是世上最美的事物。“Iregardagreatadasthemostbeautifulthingintheworld”、一个真正的创意拥有它自己的力量与生命。“Arealideahasapowerofitsownandalifeofitsown”、坚持我们誓守的唯一真理神圣的个人操守。“Clinglikewildcatstotheonlyrealitieswecanswearwehaveholdofourownscaredandindividualintegrities”、尽忠职守勤奋工作并且热爱、荣耀、相信自己的直觉。“Steepyourselfinyoursubject,worklikehell,andlove,honorandobeyyourhunches”、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。“WhateversuccessIhaveenjoyed,Iattributealmostentirelytoadeeppersonalsenseofresponsibilitytoourclientsandtothejobathand,withapassionforthoroughness,oftenatconsiderablepersonalsacrifice,andanunyieldingintoleranceofsloppythinking,sloppyworkandalmostgoodenoughjobs”、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。“Goodadvertisingisahappyweddingofwordsandpictures,notacontestbetweenthem”、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。“Ibelievethatsuperiorcreativeworkalwayshasbeen,is,andalwayswillbethehubofthewheelinanysuccessfulagency”、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左文右案肥水待流的一砖一瓦皆有其旨趣。“Ilookforcraftsmeninwordsandpictureswhosocompletelyunderstandgoodcreativemasonryandaresoskilledinit,thatwhentheylayabrickoutofplacetheydoitonpurpose”、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。“Initsperformance,advertisingisnotasoloistItisamemberofanensembleofallthoseactivitiesthatcanbeclassifiedunderthegeneralheadofmarketing,anditmustdoitspartinharmonywiththemiftheendresultistobegood”、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。“TheonlysoundbasisofapersonalservicerelationshipismutualconfidenceandrespectUnlessthatexistsatthestart,theaccountwilleventuallyrepresentlossanddisappointment”、摩擦产生星星之火星星之火点燃伟大创意的燎原巨焰。“Frictionmakessparksandsparksstartgreatcreativeconflagrations”、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。“Promisesmustbekept,deadlinesmet,commitmentshonorednotjustforthesakeofoldfashionedmorality,butbecausewebecomewhatwedo(orfailtodo),andcharacterissimplythesumofourperformances”、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。“AdvertisingcannotperformmagicforanunwantedorundesirableproductButaskilledadvertisingmancanpresentpreviouslyoverlookedvirtuesinaproductinawaythatwillmakepeoplereachforit”左文右案肥水待流、事前计划但要保持弹性。“Planaheadbutmaintainflexibility”、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。“Weshouldconstantlyremindourselvesthatthemostproductiveuseofourowntimeoffersthegreatestopportunityforincreasedincomeforusasindividualsandforbetterearningsforourcompany”、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。“ThisisasgoodatimeasanytostartexaminingourselvesforanyofthosetelltalesignsofsuccessthatleadtoinnerrotThosesignsarecomplacencycoastingbureaucracy”、你可以在广告业成长但不一定要变老。“Youcangrowupintheadvertisingbusiness,butyoudon'thavetogrowoldinit”、人们时常问我为何选择了广告。其实是广告选择了我。“IamoftenaskedhowIgotintothisbusinessIdidn'tThebusinessgotintome”Q群名:左文右案Q群号:

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