世界廣告大師李奧貝納88個創(chuàng)意圣經(jīng)

世界廣告大師李奧貝納88個創(chuàng)意圣經(jīng)李奧貝納，美國密西根州圣約翰市人，于1891年10月29日出生。1914年，李奧貝納畢業(yè)于密西根州大學新聞系。在他父親的雜貨店，李奧貝納第一次接觸廣告的構圖和文章。隨后，李奧貝納在總部設在底特律的凱迪拉克汽車公司擔任廣告經(jīng)理，又在印地拿波利斯首屈一指的HomerMckee廣告公司擔任資源創(chuàng)意總監(jiān)。接著，李奧貝納移居芝加哥市，并擔任了ErwinWazey廣告公司的創(chuàng)意總裁。1935年8月5日，這位44歲的企業(yè)家，師法人壽保險的策略，抵押了自己的房子，并且掏出身邊每一分錢，創(chuàng)立了李奧貝納股份有限公司。在他36年來創(chuàng)意無限的指導下，李奧貝納廣告公司創(chuàng)下美國歷史上最經(jīng)久彌新的廣告形象，讓萬寶路牛仔、家東氏東尼老虎、溫情洋溢的聯(lián)合航空，以及綠巨人玉米罐頭等廣告，在競爭激烈的同類產(chǎn)品中脫穎而出。雖然李奧貝納現(xiàn)已過世，但是他“創(chuàng)作世界上獨一無二的最佳廣告”的企業(yè)精神，仍在全球李奧貝納人中繼續(xù)傳承并忠實實踐著。1.如果你不愿意將自己當成消費者，那么你就根本就不該步入廣告這一行。If

you

can't

turn

yourself

into

your

customer,you

probably

shouldn't

be

inthe

ad

writing

business

at

all.2.我們生活的真正目的，便是通過創(chuàng)意或點子，為客戶塑造商譽并不斷開創(chuàng)銷售佳績。Our

real

purpose

in

life

is

that

of

improving

the

sales

effectiveness

andreputation

of

our

clients

through

ideas.3.人們經(jīng)常問我為什么選擇了廣告。而事實上是廣告選擇了我。I

am

often

asked

how

I

got

into

this

business.I

didn't.The

business

got

intome.4.廣告沒有永久不衰的成功。There

is

no

such

thing

as

a

permanent

advertising

success.5.即使不考慮道德因素，虛假不誠實的廣告總被證實無利可圖。R

egardless

of

the

moral

issue，dishonesty

in

advertising

has

proved

very

unprofitable.6.做生意的唯一目的，就是服務大眾；而做廣告的唯一目的，就是對大眾解釋這項服務。The

sole

purpose

of

business

is

service。The

sole

purpose

of

advertising

i***plaining

the

service

which

business

renders.7.占領市場必須占領消費者的心。Before

you

can

have

a

share

of

market，you

must

have

a

share

of

mind.8.我從未見過，在任何真正出色廣告誕生的過程中，沒有一點疑惑、沒有堆滿的字紙簍、沒有殫精竭慮、沒有對自己惱怒甚至咒詛。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，卻讓人討厭憎惡。Fun

without

sell

gets

nowhere

but

sell

without

fun

tends

to

become

obnxious.10.有能力的創(chuàng)意者，不會認為他的工作只是做一則或一套廣告，他一定會下功夫用心去了解影響產(chǎn)品銷售的其他原因。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.對生活抱有全面的好奇，這是一個偉大創(chuàng)意者成功的秘訣。Curiosity

about

life

in

all

of

its

aspects，I

think,is

still

the

secret

of

great

creative

people.12.你可以在廣告行業(yè)中成長，但不一定在此行業(yè)中變老。You

can

grow

up

in

the

advertising,but

you

don't

have

to

gorw

old

in

it.13.沒有上過檔的廣告，做的再漂亮都永遠沒法創(chuàng)造銷售。A

good

ad

which

is

not

run

never

produces

sales.14.簡單點吧！讓我們挑最明顯的特點－－－最共通的屬性把它做得不同凡響。Keep

it

simple.Let's

do

the

obvious

thing-the

common

thing-but

let's

do

ituncommonly

well.15.那種認為大眾可以被愚弄、牽著鼻子走的人，就是低估了社會大眾。

當然，他在廣告圈內(nèi)也不會有什么大成就大作為。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.做廣告不要超越人們的普通智力，否則其結果就會落得無人聞問。Too

many

ads

that

try

not

to

go

over

the

reader's

head

end

up

beneath

hisnotice.17.事前計劃是好的，但要保持靈活。Plan

ahead

but

maintain

flexibility.18.我們希望消費者這樣說：“這真是個好產(chǎn)品”，而不是那樣說：“這真是個好廣告”。We

want

consumers

to

say,"That's

hell

of

product"instead

of

“That's

a

hell

of

an

ad.19.我們應該不斷警醒自己，運用時間的最高生產(chǎn)力，才會有機會讓自己擁有最大的收入，公司擁有最高的利潤。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.企劃廣告時，就該想到如何創(chuàng)造銷售。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.讓我們繼續(xù)以此聞名：“這家代理商，花了大部分時間在改進它的理念，而不是在辯解它的正確性?！盠et's

contiune

to

be

known

as

an

agency

which

skpends

more

time

trying

toimprove

its

therories

rather

than

to

defend

them.44.廣告中原創(chuàng)的訣竅，不在制造新奇花俏的圖像文字，而是組合那些熟悉的文字圖片，產(chǎn)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.建立服務關系的唯一堅實基礎，就在于彼此的信心與尊敬。除非一開始就有此基礎，否則客戶終將得以賠錢和失望而收場。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.整體的解決方法出自單一個體的個別努力。Collective

solutions

to

problems

start

with

individual

human

beings

and

individualefforts.

47.我們組織機構的運作，不應該將那些“異議分子”和不依常規(guī)的非我族類排拒在外。It's

important

in

building

our

organizational

machines

not

to

exclude

thedissenter,the"Outsider",the

non-conformist.48.與人相處共事，我學到一件非常簡單的事實：“沒有人故意犯錯?！边@個體認讓我們集中心力尋求補救之道，而不是讓犯錯的人感到生不如死。如果這個人是塊料，他的內(nèi)疚會是最讓他難過的譴責。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.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、欲望、夢想和希望；這樣的作品，絕對無法在無腦的工廠生產(chǎn)線上機械的完成。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.我尋找了解并熟悉如何做好廣告的撰文與藝術指導人員，他們必須技藝嫻熟，蓋下的一磚一瓦都有其用意。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.公司變大，有時候的確有說不出的苦衷；但是我相信，比起畏縮或停滯，這種痛苦實在微不足道。Growing

pains

sometimes

may

seem

unbearable,but

believe

me

they

are

nothingcompared

with

the

pain

of

shrinking

or

the

pain

of

standing

still.52.我學到去實踐我所謂的“建設性的不滿足”。I

have

learned

to

practice

what

I

call“constructive

dissatisfaction".53.節(jié)流的最好方法，就是善于利用時間，它直接影響我們實際的費用和利潤。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.廣告如此這般告訴人們：“這樣產(chǎn)品，給你這樣的好處，到此處你就能找到它?！盇dvertising

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，這是一個辛勤工作的農(nóng)場，而不是休閑觀光的旅游農(nóng)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，即使傻子也能寫個爛廣告；但是要弄出點好東西，就真需要勤奮和天賦。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.我一直覺得廣告是可以讓人興奮的，并且樂在其中，覺得深具價值、意義而可敬的。同時廣告也是必須深思熟慮、全力以赴的行業(yè)。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.58.一個放諸四海而皆準的準則－－必須先做成朋友，對方才會聽你的忠告。It

seems

axiomatic

that

you

have

to

make

a

friend

before

you

can

effecitively

make

him

a

proposition.59.好廣告不只在傳遞訊息，它能給人信心和希望，并且穿透大眾心靈。Good

advertising

does

not

just

circulate

information.It

penetrates

the

public

mind

with

desires

and

belief.60.唯一有價值的創(chuàng)意會議是，參與的每個人都以相同的事實開始作為討論的基準，不論點子乍聽之下有多么狂野，但也都以雅量相待，并表現(xiàn)出謙虛和尊重。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.要單純，好要使人記憶深刻，更要讓人樂于注意、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，完全歸就于對客戶與工作的高度責任感，不惜付出自我而成就完美的熱情以及決不容忍馬虎的想法、草率粗心的工作與差強人意的作品。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.我逐漸體會到，沒有好客戶，就不會有好廣告；沒有好廣告，就留不住好客戶。還有沒有任何一個客戶，會買他自己都沒興趣，或看不懂的廣告。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.在演出的舞臺上，廣告不是一出獨角戲。它是以行銷領銜下各項活動集體演出的一員。而且廣告必須與其他活動和諧一致，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.如果事實支持你，而你也相信自己，在一路為創(chuàng)意而戰(zhàn)的途中，絕少會敗下陣來。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.好廣告會是圖片與文字的快樂聯(lián)姻，而不是他們之間的相互競賽。Good

advertising

is

a

happy

wedding

of

words

and

picthres,not

a

contest

between

them.67.你一再錯失大好良機，是不是因為走到了十字路口，而自己渾然不覺？Are

you

blowing

opportunity

after

opporturnity

because

you

can't

recognize

arossroad

when

you

come

to

it？

68.堅持不讓權宜之計取代固有原則，不讓浮夸掩蓋事實。Take

a

firm

stand

against

putting

expediency

above

principle;bluff

ahead

of

facts.69.我們的行業(yè)，就是創(chuàng)意。創(chuàng)意在氣味相投的氣氛中，最能茁壯成長。Our

business

is

ideas.They

grow

and

flourish

best

in

an

atmosphere

of

congenialcollaboration.70.如果你要寫廢話，也要寫的像個樣子，不要寫的粗糙低俗。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.有樂趣的環(huán)境能滋生創(chuàng)意，沒有人工作只是為了好玩，但并不意味工作不能變得開心有趣。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.與公司門面及財務狀況相比較，我們應該更關心公司的靈魂－－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.Andconsiderably

more

concern

about

its

heartbeat－the

values,zest

and

spirit

behindts

physical

and

financial

facade.73.“伸手摘星”可能聽起來有些天真，但卻是我一個熱情信念；也許這個世界真該多一點這樣的浪漫天真。"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.我深信卓越的創(chuàng)意作品，永遠是一個成功代理商前進巨輪的中軸——過去是，現(xiàn)在是，未來也是。I

believe

that

superior

creative

work

always

has

been,is,and

always

will

be

thehub

of

the

wheel

in

any

successful

agency.75.在物色創(chuàng)意人選時，那些對生命近乎天真般好奇的人，總會讓我產(chǎn)生萬分興趣。In

looking

for

creative

people,I

am

always

most

interested

in

those

who

havean

almost

*****

curiosity

about

life.76.消費大眾并不真正知道自己要什么。直到那些創(chuàng)意以商品的方式呈現(xiàn)在他們的面前。如果他們能事先告訴你自己要什么，今天就不會有輪子、杠桿、或者汽車、飛機和電視的出現(xiàn)。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.像我們這樣規(guī)模的公司，很明顯，作業(yè)必須精密地分工，但這并不意味我們必須“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.我發(fā)覺，寫一則創(chuàng)意好的廣告演講稿，遠比創(chuàng)造一個好廣告來的容易。I

have

learned

that

it

is

far

easier

to

wrie

a

speech

about

good

advertisingthan

it

is

to

write

a

good

ad.79.堅持我們誓守的唯一真理——神圣的個人操守。Cling

like

wildcats

to

the

only

realities

we

can

swear

we

have

hold

of-our

lwnscared

and

individual

integrities.

80.在企化的過程中，我喜歡在偉大創(chuàng)意未知世界邊緣冒險的感覺；但只要懂得利用事實為有力武器，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

ofthe

Great

Creative

Unkown,but

if

we

are

properly

armed

with

facts

we

are

alwaysbetter

prepared

to

enter

it.

81.文字，使我們這行業(yè)的一種利器。文字在意念的表達中，注入熱情和靈魂。The

grist

for

our

mill

is

still

words.Words

as

they

put

the

sock

and

soul

intothe