世界广告大师李奥贝纳 88个创意圣经

1.如果你不愿意将自己当成消费者，那么你就根本就不该步入广告这一行。Ifyoucan'tturnyourselfintoyourcustomer,youprobablyshouldn'tbeintheadwritingbusinessatall.2.我们生活的真正目的，便是通过创意或点子，为客户塑造商誉并不断开创销售佳绩。Ourrealpurposeinlifeisthatofimprovingthesaleseffectivenessandreputationofourclientsthroughideas.3.人们经常问我为什么选择了广告。而事实上是广告选择了我。IamoftenaskedhowIgotintothisbusiness.Ididn't.Thebusinessgotintome.4.广告没有永久不衰的成功。Thereisnosuchthingasapermanentadvertisingsuccess.5.即使不考虑道德因素，虚假不诚实的广告总被证实无利可图。Regardlessofthemoralissue，dishonestyinadvertisinghasprovedveryunprofitable.6.做生意的唯一目的，就是服务大众；而做广告的唯一目的，就是对大众解释这项服务。Thesolepurposeofbusinessisservice。Thesolepurposeofadvertisingi***plainingtheservicewhichbusinessrenders.7.占领市场必须占领消费者的心。Beforeyoucanhaveashareofmarket，youmusthaveashareofmind.8.我从未见过，在任何真正出色广告诞生的过程中，没有一点疑惑、没有堆满的字纸篓、没有殚精竭虑、没有对自己恼怒甚至咒诅。RarelyhaveIseenanyreallygreatadvertisingcreatedwithoutacertainamountofconfusion,throw-aways,bentnoses,trritationanddownrightcursedness.9.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，却让人讨厌憎恶。Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnxious.10.有能力的创意者，不会认为他的工作只是做一则或一套广告，他一定会下功夫用心去了解影响产品销售的其他原因。Thecompetentcrestivemandoesnotapproachhisjobsolelyintermsofmakinganadvertisement，oraseriesofadvertisements.Hemustapproachitwithaclearunderstandofwhatotherfactorsareinvolvedinthesaleoftheproduct.11.对生活抱有全面的好奇，这是一个伟大创意者成功的秘诀。Curiosityaboutlifeinallofitsaspects，Ithink,isstillthesecretofgreatcreativepeople.12.你可以在广告行业中成长，但不一定在此行业中变老。advertising.35.我们业务的成长来自现有客户的成长多于新客户的增加。Webuiltourbusinessnotsomuchbygettingaccountsasbuildingthem.36.一个真正优秀的创意人员，对实事求是比能言善辩更有兴趣，对感动人心比甜言蜜语更觉满足。Areallygoodcreativepersonismoreinterestedinearnestnessthaninglibnessandtakesmoresatisfactionoutofconverthingpeoplethanin‘wowing'them.37.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。陷于问题的挣扎，永远比寻求解决之道浪费时间而且更消耗精力。Ihavealwaystakentheattitudethatnoisa‘problemaccount'butthatallaccountshaveimportantproblemsattachedtothem－thatyoucanwastemoretimeandburnupmorenervousenergybyfightingaproblemthanbytakingapositiveandsolvingit.38.摩擦产生星星之火，星星之火点燃伟大创意的燎原巨焰。Frictionmakessparksandsparksstartgreatcreativeconflagrations.39.一个公司，如果员工都不敢开口说话，发出不同声音，或大胆表达创见，这个公司大概离关门就不远了。Acompanyinwhichanyoneisafraidtospeakup.todiffer,tobedaringandoriginal,isclosingthecoffindooronitself.40.当一个人从骨子里深深了解什么是对的，并时时身体力行，他便能躲避落入妥协的陷阱－－没有人能收买或腐化他。Whenamanknowsdeepinhasboneswhatisright,andkeepsactingonit,heavoidsthetrapofcompromise－heremainsincorruptible.41.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。Agenciesthatcreategreatadveritsingmaybecomebigagencies，buttheirgoalremainsthecreationofgreatadvertising.42.在我们这个行业，当你开始关心数钞票胜于做好广告和服务客户的时，很快的，你就会发现没有多少钞票可数。Inthisbusinesswhenyoustartputtingtheemphasisoncountingmoneyratherthangettingoutbetteradsandotherwisegivingyourclientsbetterservice,yousoonlearnthatisverylittlemoneytocount.43.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'scontiunetobeknownasanagencywhichskpendsmoretimetryingtoimproveitstheroriesratherthantodefendthem.44.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图片，产生全新的趣味。Thesecretofalleffectiveoriginalityinadvertisingisnotthecreationofnewandtrickeywordsandpictures，butoneofputtingfamiliarwordsandpicturesintonewrelationships.45.建立服务关系的唯一坚实基础，就在于彼此的信心与尊敬。除非一开始就有此基础，否则客户终将得以赔钱和失望而收场。Theonlysoundbasisofapersonalservicerelarionshipismutualconfidenceandrespect.Unlessthatexistsatthestart,theaccountwilleventauallyrepresentlossanddisappointment.46.整体的解决方法出自单一个体的个别努力。Collectivesolutionstoproblemsstartwithindividualhumanbeingsandindividualefforts.47.我们组织机构的运作，不应该将那些“异议分子”和不依常规的非我族类排拒在外。It'simportantinbuildingourorganizationalmachinesnottoexcludethedissenter,the"Outsider",thenon-conformist.48.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，而不是让犯错的人感到生不如死。如果这个人是块料，他的内疚会是最让他难过的谴责。Inlearningtoworkandlivewithpeople，themostimportantthingIamcomingtounderstandisthesimpletruththat'noonemakesmistakesonpurpos.'Knowingthisshouldallowustoconcentrateoncorrectingthemistakeratherthanmakinglifemiserableforthemistakemaker.Ifheistherightsort,nothingyoucansayordotohimwillmakehimfeelanyworseaboutthemistakethanhedosealready.49.广告代理商的作品是温暖的、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，绝对无法在无脑的工厂生产线上机械的完成。Theworkofanadvertisingagencyiswarmlyandimmediatelyhuman.Itdealswithhumanneeds,wants,dreamsandhopes.Its"product"cannotbethrnedoutonanassemliyline.50.我寻找了解并熟悉如何做好广告的撰文与艺术指导人员，他们必须技艺娴熟，盖下的一砖一瓦都有其用意。Ilookforcarfismeninwordsandpictureswhosocompletelyunderstandgoodcreativemasonryandaresoskilledinit.thatwhentheylayabrickoutofplacetheydoitonpurpose.51.公司变大，有时候的确有说不出的苦衷；但是我相信，比起畏缩或停滞，这种痛苦实在微不足道。Growingpainssometimesmayseemunbearable,butbelievemetheyarenothingcomparedwiththepainofshrinkingorthepainofstandingstill.52.我学到去实践我所谓的“建设性的不满足”。IhavelearnedtopracticewhatIcall“constructivedissatisfaction".53.节流的最好方法，就是善于利用时间，它直接影响我们实际的费用和利润。Thegreatestsavingofallisberrerutilizationofourtime.Thisdireclyaffectspracticallyeveryphaseofthebusinessintermsofexpenseandprofits.54.广告如此这般告诉人们：“这样产品，给你这样的好处，到此处你就能找到它。”Advertisingsaystopeople：“Here'swhatwe'vegot.Here'swhatitwilldoforyou.Here'showtogetit.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，这是一个辛勤工作的农场，而不是休闲观光的旅游农舍。Iliketolookonourownshopsaskindofabarefootagencywhichismentallyalwayatryingto“putitselfintootherpeople'sshoes"aworkingranchratherthanaduderanch.56.我慢慢的懂得，即使傻子也能写个烂广告；但是要弄出点好东西，就真需要勤奋和天赋。Ihavelearnedthatanyfoolcanwriteabadad,butthatittakesarealgeniustokeephishandsoffagoodone.57.我一直觉得广告是可以让人兴奋的，并且乐在其中，觉得深具价值、意义而可敬的。同时广告也是必须深思熟虑、全力以赴的行业。Ihavealwaysfeltthatadvertisingcouldbesomethingtogetexcitedabout.Totakepleasurein.Toregardasworthwhile,meaningful,respectable.Somethingtodothoughtfullyandwell.58.一个放诸四海而皆准的准则－－必须先做成朋友，对方才会听你的忠告。Itseemsaxiomaticthatyouhavetomakeafriendbeforeyoucaneffecitivelymakehimaproposition.59.好广告不只在传递讯息，它能给人信心和希望，并且穿透大众心灵。Goodadvertisingdoesnotjustcirculateinformation.Itpenetratesthepublicmindwithdesiresandbelief.60.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作为讨论的基准，不论点子乍听之下有多么狂野，但也都以雅量相待，并表现出谦虚和尊重。Theonlycreativeconferenceworthadamnisoneinwhicheverybodyintheroomstartsfoomthesamebaseoffact,aconsumingappetiteforideasnomatterhowwildtheymayfirstappear,andahumblerespectforthem.61.要单纯，好要使人记忆深刻，更要让人乐于注意、看的有趣。Makeitsimple.Makeitmemorable.Makeitinvitingtolookat.Makeitfuntoread.62.我所享有的任何成就，完全归就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决不容忍马虎的想法、草率粗心的工作与差强人意的作品。WhateversuccessIhaveenjoyed,Iattributealmostentirelytoadeeppersonalsenseofresponsibilitytoourclientsandtothejobathand,withapassionforthoroughness,oftenatconsiderablepersonalsacrifice,andanunyieldingintoleranceofsloppythinking,sloppyworkandalmost-good－enoughjobs.63.我逐渐体会到，没有好客户，就不会有好广告；没有好广告，就留不住好客户。还有没有任何一个客户，会买他自己都没兴趣，或看不懂的广告。Ihavelearnedthatyoucan'thavegoodadvertisingwithoutagoodclient,thatyoucan'tkeepagoodclientwithoutgoodadvertising,andnoclientwilleverbuybetteradvertisingthanheunderstandsorhasanappetitefor.64.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的一员。而且广告必须与其他活动和谐一致，才能有好的演出效果。Initsperformance,advertisingisnotasoloist,Itisamemberofanensembleofallthoseactivitiesthatcanbeclassifiedunderthegeneralheadofmarketing，anditmustdoitspartinharmonywiththemiftheendresultistobegood.65.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。Ifyouhavethefactsonyoursideandhounestconvictioninyourheart,yourrarelylosebyfightingforyourideaalltheway.66.好广告会是图片与文字的快乐联姻，而不是他们之间的相互竞赛。Goodadvertisingisahappyweddingofwordsandpicthres,notacontestbetweenthem.67.你一再错失大好良机，是不是因为走到了十字路口，而自己浑然不觉？Areyoublowingopportunityafteropporturnitybecauseyoucan'trecognizearossroadwhenyoucometoit？68.坚持不让权宜之计取代固有原则，不让浮夸掩盖事实。Takeafirmstandagainstputtingexpediencyaboveprinciple;bluffaheadoffacts.69.我们的行业，就是创意。创意在气味相投的气氛中，最能茁壮成长。Ourbusinessisideas.Theygrowandflourishbestinanatmosphereofcongenialcollaboration.70.如果你要写废话，也要写的像个样子，不要写的粗糙低俗。Ifyouarewritingaboutbaloney,don'ttrytomakeitCornishhen,becausethatistheworstkindofbaloneythereis.Justmakeitdarnedgoodbaloney.71.有乐趣的环境能滋生创意，没有人工作只是为了好玩，但并不意味工作不能变得开心有趣。Creativeideasflourishbestinashopwhichpreservessomespiritoffun.Nobodyisinbesinessforfun,butthatdoesnotmeantherecannotbefuninbusiness.72.与公司门面及财务状况相比较，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。Itseemstousthereshouldbelessconcernaboutthedimensionsofabusiness.Andconsiderablymoreconcernaboutitsheartbeat－thevalues,zestandspiritbehindtsphysicalandfinancialfacade.73.“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天真。"ReachingfortheStars"maysoundalittle*****,butitisathoughtinwhichIpassionatelybelieeve;andmaybetheworldcouldusealittlemore*****teofthatkind.74.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，未来也是。Ibelievethatsuperiorcreativeworkalwayshasbeen,is,andalwayswillbethehubofthewheelinanysuccessfulagency.75.在物色创意人选时，那些对生命近乎天真般好奇的人，总会让我产生万分兴趣。Inlookingforcreativepeople,Iamalwaysmostinterestedinthosewhohaveanalmost*****curiosityaboutlife.76.消费大众并不真正知道自己要什么。直到那些创意以商品的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、或者汽车、飞机和电视的出现。Thepublicdoesnotkonwwhatitwants,andthereisnosurewayoffindingoutuntiltheideai***posedundernormalconditionofsale.Ifpeoplecouldtellyouinadvancewhattheywant,therewouldneverhavebeenawheel,alever,muchlessanairplaneoraTVset.77.像我们这样规模的公司，很明显，作业必须精密地分工，但这并不意味我们必须“本位化”。Inoperatingabusinessofoursize,itisobviousthatwehavetobewelldepartmentalized.Thisdoeanotmean,however,thatwehavetobechannelized.78.我发觉，写一则创意好的广告演讲稿，远比创造一个好广告来的容易。Ihavelearnedthatitisfareasiertowrieaspeechaboutgoodadvertisingthanitistowriteagoodad.79.坚持我们誓守的唯一真理——神圣的个人操守。Clinglikewildcatstotheonlyrealitieswecanswearwehaveholdof-ourlwnscaredandindividualintegrities.80.在企化的过程中，我喜欢在伟大创意未知世界边缘冒险的感觉；但只要懂得利用事实为有力武器，我们就有机会攻城掠地。InallofourplanningIliketofeelthatweadventurouslyliveonthefringeoftheGreatCreativeUnkown,butifweareproperlyarmedwithfactswearealwaysbetterpreparedtoenterit.81.文字，使我们这行业的一种利器。文字在意念的表达中，注入热情和灵魂。Thegristforourmillisstillwords.Wordsastheyputthesockandsoulintotheexpressionofideas.以下为引用:82.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的无聊。Iamonewhobelievesthatoneofthegreatestdangersofadvertisingisnotthatofmisleadingpeople,butthatofboringthemtodeath.83.伟大的创意或平面广告，总是出其不意的单纯，触动人心而不露斧痕。AsIhaveobeservedit,greatadvertisingwriting,eitherinprintorTV,isalwaysdeceptivelyanddisarminglysimple.Ithasthecommontouchwihoutb