世界广告大师李奥贝纳88个创意圣经

世界广告大师李奥贝纳88个创意圣经李奥贝纳，美国密西根州圣约翰市人，于1891年10月29日出生。1914年，李奥贝纳毕业于密西根州大学新闻系。在他父亲的杂货店，李奥贝纳第一次接触广告的构图和文章。随后，李奥贝纳在总部设在底特律的凯迪拉克汽车公司担任广告经理，又在印地拿波利斯首屈一指的HomerMckee广告公司担任资源创意总监。接着，李奥贝纳移居芝加哥市，并担任了ErwinWazey广告公司的创意总裁。1935年8月5日，这位44岁的企业家，师法人寿保险的策略，抵押了自己的房子，并且掏出身边每一分钱，创立了李奥贝纳股份有限公司。在他36年来创意无限的指导下，李奥贝纳广告公司创下美国历史上最经久弥新的广告形象，让万宝路牛仔、家东氏东尼老虎、温情洋溢的联合航空，以及绿巨人玉米罐头等广告，在竞争激烈的同类产品中脱颖而出。虽然李奥贝纳现已过世，但是他“创作世界上独一无二的最佳广告”的企业精神，仍在全球李奥贝纳人中继续传承并忠实实践着。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。If

you

can't

turn

yourself

into

your

customer,you

probably

shouldn't

be

inthe

ad

writing

business

at

all.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。Our

real

purpose

in

life

is

that

of

improving

the

sales

effectiveness

andreputation

of

our

clients

through

ideas.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。I

am

often

asked

how

I

got

into

this

business.I

didn't.The

business

got

intome.4.广告没有永久不衰的成功。There

is

no

such

thing

as

a

permanent

advertising

success.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。R

egardless

of

the

moral

issue，dishonesty

in

advertising

has

proved

very

unprofitable.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。The

sole

purpose

of

business

is

service。The

sole

purpose

of

advertising

i***plaining

the

service

which

business

renders.7.占领市场必须占领消费者的心。Before

you

can

have

a

share

of

market，you

must

have

a

share

of

mind.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。Rarely

have

I

seen

any

really

great

advertising

created

without

a

certain

amount

of

confusion,throw-aways,bent

noses,trritation

and

downright

cursedness.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。Fun

without

sell

gets

nowhere

but

sell

without

fun

tends

to

become

obnxious.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。The

competent

crestive

man

does

not

approach

his

job

solely

in

terms

of

making

an

advertisement，or

a

series

of

advertisements.He

must

approach

itwith

a

clear

understand

of

what

other

factors

are

involved

in

the

sale

ofthe

product.

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。Curiosity

about

life

in

all

of

its

aspects，I

think,is

still

the

secret

of

great

creative

people.12.你可以在广告行业中成长，但不一定在此行业中变老。You

can

grow

up

in

the

advertising,but

you

don't

have

to

gorw

old

in

it.13.没有上过档的广告，做的再漂亮都永远没法创造销售。A

good

ad

which

is

not

run

never

produces

sales.14.简单点吧！让我们挑最明显的特点－－－最共通的属性把它做得不同凡响。Keep

it

simple.Let's

do

the

obvious

thing-the

common

thing-but

let's

do

ituncommonly

well.15.那种认为大众可以被愚弄、牵着鼻子走的人，就是低估了社会大众。

当然，他在广告圈内也不会有什么大成就大作为。Anyone

who

think

that

people

can

be

fooled

or

pushed

around

has

an

inaccurate

and

pretty

low

estimate

of

people－and

he

won't

do

very

well

inadvertising.

16.做广告不要超越人们的普通智力，否则其结果就会落得无人闻问。Too

many

ads

that

try

not

to

go

over

the

reader's

head

end

up

beneath

hisnotice.17.事前计划是好的，但要保持灵活。Plan

ahead

but

maintain

flexibility.18.我们希望消费者这样说：“这真是个好产品”，而不是那样说：“这真是个好广告”。We

want

consumers

to

say,"That's

hell

of

product"instead

of

“That's

a

hell

of

an

ad.19.我们应该不断警醒自己，运用时间的最高生产力，才会有机会让自己拥有最大的收入，公司拥有最高的利润。We

should

constantly

remind

ourselves

that

the

most

productive

use

of

ourown

time

offers

the

greatest

opportunity

for

increased

income

for

us

as

individuals

and

for

better

earnings

for

our

company.20.企划广告时，就该想到如何创造销售。Plan

the

sale

when

you

plan

the

ad.In

this

business

when

you

start

putting

the

emphasis

on

counting

money

ratherthan

getting

out

better

ads

and

otherwise

giving

your

clients

better

service,you

soon

learn

that

is

very

little

money

to

count.

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's

contiune

to

be

known

as

an

agency

which

skpends

more

time

trying

toimprove

its

therories

rather

than

to

defend

them.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。The

secret

of

all

effective

originality

in

advertising

is

not

the

creation

ofnew

and

trickey

wordsand

pictures，but

one

of

putting

familiar

words

and

picturesinto

new

relationships.

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。The

only

sound

basis

of

a

personal

service

relarionship

is

mutual

confidenceand

respect.Unless

that

exists

at

the

start,the

account

will

eventauallyrepresent

loss

and

disappointment.46.整体的解决方法出自单一个体的个别努力。Collective

solutions

to

problems

start

with

individual

human

beings

and

individualefforts.

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's

important

in

building

our

organizational

machines

not

to

exclude

thedissenter,the"Outsider",the

non-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。In

learning

to

work

and

live

with

people，the

most

important

thing

I

am

comingto

understand

is

the

simple

truth

that'no

one

makes

mistakes

on

purpos.'Knowing

this

should

allow

us

to

concentrate

on

correcting

the

mistake

rather

than

makinglife

miserable

for

the

mistake

maker.If

he

is

the

right

sort,nothing

you

can

sayor

do

to

him

will

make

him

feel

any

worse

about

the

mistake

than

he

dose

already.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。The

work

of

an

advertising

agency

is

warmly

and

immediately

human.It

deals

withhuman

needs,wants,dreams

and

hopes.Its"product"cannot

be

thrned

out

on

anassemliy

line.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。I

look

for

carfismen

in

words

and

pictures

who

so

completely

understand

goodcreative

masonry

and

are

so

skilled

in

it.that

when

they

lay

a

brick

out

ofplace

they

do

it

on

purpose.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。Growing

pains

sometimes

may

seem

unbearable,but

believe

me

they

are

nothingcompared

with

the

pain

of

shrinking

or

the

pain

of

standing

still.52.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

dissatisfaction".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。The

greatest

saving

of

all

is

berrer

utilization

of

our

time.This

direcly

affectspractically

every

phase

of

the

business

in

terms

of

expense

and

profits.

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。”Advertising

says

to

people：“Here's

what

we've

got.Here's

what

it

will

do

foryou.Here's

how

to

get

it.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。I

like

to

look

on

our

own

shops

as

kind

of

a

barefoot

agency

which

is

mentallyalwaya

trying

to

“put

itself

into

other

people's

shoes"a

working

ranch

ratherthan

a

dude

ranch.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。I

have

learned

that

any

fool

can

write

a

bad

ad,but

that

it

takes

a

real

genius

tokeep

his

hands

off

a

good

one.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。I

have

always

felt

that

advertising

could

be

something

to

get

excited

about.Totake

pleasure

in.To

regard

as

worthwhile,meaningful,respectable.Something

to

dothoughtfully

and

well.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。It

seems

axiomatic

that

you

have

to

make

a

friend

before

you

can

effecitively

make

him

a

proposition.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。Good

advertising

does

not

just

circulate

information.It

penetrates

the

public

mind

with

desires

and

belief.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。The

only

creative

conference

worth

a

damn

is

one

in

which

everybody

in

theroom

starts

foom

the

same

base

of

fact,a

consuming

appetite

for

ideas

no

matter

how

wild

they

may

first

appear,and

a

humble

respect

for

them.61.要单纯，好要使人记忆深刻，更要让人乐于注意、看的有趣。Make

it

simple.Make

it

memorable.Make

it

inviting

to

look

at.Make

it

fun

toread.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。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,witha

passion

for

thoroughness,often

at

considerable

personal

sacrifice,and

anunyielding

intolerance

of

sloppy

thinking,sloppy

work

and

almost-good－enough

jobs.

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。I

have

learned

that

you

can't

have

good

advertising

without

a

good

client,thatyou

can't

keep

a

good

client

without

good

advertising,and

no

client

will

everbuy

better

advertising

than

he

understands

or

has

an

appetite

for.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。In

its

performance,advertising

is

not

a

soloist,It

is

a

member

of

an

ensemble

ofall

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.

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。If

you

have

the

facts

on

your

side

and

hounest

conviction

in

your

heart,yourrarely

lose

by

fighting

for

your

idea

all

the

way.

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。Good

advertising

is

a

happy

wedding

of

words

and

picthres,not

a

contest

between

them.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？Are

you

blowing

opportunity

after

opporturnity

because

you

can't

recognize

arossroad

when

you

come

to

it？

68.坚持不让权宜之计取代固有原则，不让浮夸掩盖事实。Take

a

firm

stand

against

putting

expediency

above

principle;bluff

ahead

of

facts.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。Our

business

is

ideas.They

grow

and

flourish

best

in

an

atmosphere

of

congenialcollaboration.70.如果你要写废话，也要写的像个样子，不要写的粗糙低俗。If

you

are

writing

about

baloney,don't

try

to

make

it

Cornish

hen,because

that

isthe

worst

kind

of

baloney

there

is.Just

make

it

darned

good

baloney.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。Creative

ideas

flourish

best

in

a

shop

which

preserves

some

spirit

of

fun.Nobodyis

in

besiness

for

fun,but

that

does

not

mean

there

cannot

be

fun

in

business.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。It

seems

to

us

there

should

be

less

concern

about

the

dimensions

of

a

business.Andconsiderably

more

concern

about

its

heartbeat－the

values,zest

and

spirit

behindts

physical

and

financial

facade.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。"Reaching

for

the

Stars"may

sound

a

little

*****,but

it

is

a

thought

in

which

Ipassionately

belieeve;and

maybe

the

world

could

use

a

little

more

*****te

ofthat

kind.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。I

believe

that

superior

creative

work

always

has

been,is,and

always

will

be

thehub

of

the

wheel

in

any

successful

agency.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。In

looking

for

creative

people,I

am

always

most

interested

in

those

who

havean

almost

*****

curiosity

about

life.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。The

public

does

not

konw

what

it

wants,and

there

is

no

sure

way

of

finding

out

untilthe

idea

i*

**posed

under

normal

condition

of

sale.If

people

could

tell

you

inadvance

what

they

want,there

would

never

have

been

a

wheel,a

lever,much

less

anairplane

or

a

TV

set.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”。In

operating

a

business

of

our

size,it

is

obvious

that

we

have

to

be

welldepartmentalized.This

doea

not

mean,however,that

we

have

to

be

channelized.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。I

have

learned

that

it

is

far

easier

to

wrie

a

speech

about

good

advertisingthan

it

is

to

write

a

good

ad.79.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

lwnscared

and

individual

integrities.

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。In

all

of

our

planning

I

like

to

feel

that

we

adventurously

live

on

the

fringe

ofthe

Great

Creative

Unkown,but

if

we

are

properly

armed

with

facts

we

are

alwaysbetter

prepared

to

enter

it.

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。The

grist

for

our

mill

is

still

words.Words

as

they

put

the

sock

and

soul

intothe